The Evolution of a Roofing Business: Lessons from Alpha Pro Roofing
The roofing industry is undergoing a technological and cultural transformation, and few companies exemplify this evolution better than Alpha Pro Roofing and Construction, based in Oklahoma City. In a recent episode of "Beers with Contractors," Daniel Gonzalez, owner and general manager of Alpha Pro, shared his journey from humble beginnings to building a multi-million dollar, family-run roofing business. His story is a masterclass in leadership, adaptability, and the power of values-driven entrepreneurship.
This article explores the key insights from Daniel’s experience, including the importance of customer relationships, the challenges of scaling a roofing company, the role of family in business, and the impact of technology on the industry. Whether you’re a contractor, a business owner, or simply interested in the dynamics of a modern trade, there’s much to learn from Alpha Pro’s approach.
From Jack-of-All-Trades to Roofing Specialist
The Early Days: A One-Stop Shop
Daniel’s journey began in 2009, when he and a partner started Alpha Construction Services, taking on a variety of projects from painting to kitchen and bath remodels. Both ministers by background, Daniel and his wife brought a people-first mentality to their work, aiming to be a resource for clients in any way possible.
Their first roofing job came almost by accident in 2012, and while they lacked the expertise they have today, their commitment to quality and customer care was evident from the start. Over time, they realized the value of niching down, especially after Daniel’s experience managing disaster response projects in Colorado following a massive hailstorm in 2018.
The Pivot to Roofing
The Colorado project was a turning point. Daniel was exposed to the efficiency and focus of a niche company, and he found himself drawn to the problem-solving nature of roofing. By 2019, Alpha Pro had transitioned to focus almost exclusively on roofing, with other construction work reserved for special cases.
This shift allowed the company to develop deep expertise, streamline operations, and better serve their clients. It also set the stage for rapid growth, with Alpha Pro scaling from zero to over $3 million in annual revenue within six years.
The Power of Values and Relationships
Ministry Meets Business
Daniel’s background in ministry profoundly shapes Alpha Pro’s business philosophy. Rather than seeing projects as mere transactions, he and his team strive to understand the context and needs of each client. This means asking deeper questions—why is a remodel needed? What challenges is the homeowner facing?—and building genuine relationships.
This approach has paid off in customer loyalty and trust. Clients often remark on how comfortable they feel with Alpha Pro’s team in their homes, and many express sadness when projects end. The goal, Daniel says, is to become the contractor for life, not just for a single job.
Faith-Based Culture: Does It Matter to Customers?
While Alpha Pro’s faith-based values are woven into their culture, Daniel notes that customers respond most to the trust and reliability that result from those values. Especially in an industry often plagued by fly-by-night operators, being known as a company that cares and stands by its work is a significant differentiator.
Playing the Long Game
From the beginning, Alpha Pro has focused on building long-term relationships rather than chasing quick wins. Daniel’s philosophy is simple: “I want to be able to look you in the face at the grocery store and not be ashamed of how I treated you.” This commitment to integrity and service has fueled repeat business and referrals, creating a sustainable foundation for growth.
Scaling a Roofing Company: Challenges and Strategies
Breaking the Million-Dollar Ceiling
Many roofing companies struggle to grow beyond a certain point, often because the owner is the primary salesperson and manager. Daniel admits that he started as a classic technician—great with his hands, passionate about the work, but initially challenged by the demands of scaling a business.
The turning point came when his wife joined the company full-time, bringing a strategic perspective and strong organizational skills. Learning to delegate, hire the right people, and build systems was crucial. Books like "E-Myth" and "Traction" provided frameworks for getting the right people in the right seats and creating accountability.
Building the Team
Alpha Pro’s early team was small: Daniel handling sales and IT, his wife managing finances, and another salesperson. The real leap in capacity came with two key hires: a supplement manager to handle insurance paperwork and a right-hand operations manager to take on tasks Daniel couldn’t get to. This allowed Daniel to focus on high-value activities and empowered the team to take ownership of their roles.
The Art and Science of Sales Management
Transitioning from salesperson to sales manager was a major learning curve. Daniel emphasizes the importance of continuous learning—reading books, studying KPIs, and understanding the science behind sales management. He recommends resources like "Fanatical Prospecting" and Sandler’s "You Can’t Teach a Kid to Ride a Bike at a Seminar" for those looking to up their sales game.
Hiring and Training Salespeople
Finding great salespeople is a perennial challenge. Daniel looks for cultural fit above all, believing that skills can be taught but values and attitude are innate. One of his best hires came from a car dealership, where the candidate’s commitment to customer service stood out.
Alpha Pro’s training process is structured but focused on fundamentals: a two-week trial with clear expectations (such as setting up 10 inspections), an emphasis on values and team fit, and a requirement for teachability and integrity. The goal is to ensure new hires are not just capable, but aligned with the company’s mission.
Branding and Differentiation in a Crowded Market
The Importance of a Distinct Identity
In a market saturated with roofing companies, standing out is essential. Alpha Pro started as Alpha Construction Services LLC, but as they specialized in roofing, they rebranded to Alpha Pro Roofing to create a clearer, more memorable identity. This change also helped avoid confusion with other companies using similar names.
Customer-Facing Differentiators
Beyond branding, Alpha Pro sets itself apart through its customer experience. From the first interaction to project completion, the focus is on communication, education, and trust. The company leverages social media, maintains a strong online presence, and invests in community engagement.
Family Business: Strengths and Challenges
Working with Family
Alpha Pro is a true family business. Daniel’s wife, Christenda, is a key operator, bringing strengths in finance, conflict resolution, and people management. Her involvement has been transformative, and Daniel credits much of the company’s success to her leadership.
Their oldest son, Ian, runs production crews, ensuring quality and oversight on every job. Recognizing the challenges of direct family management, Daniel wisely delegated Ian’s supervision to another trusted team member, allowing for professional growth without the complications of parent-child dynamics.
Their younger son, Alex, is gaining experience outside the company, preparing to bring fresh skills and energy when he joins in the future. The family’s involvement is not just a matter of convenience—it’s a strategic advantage, fostering loyalty, shared vision, and a commitment to building a legacy business.
Planning for the Future
Alpha Pro’s growth plans are ambitious but grounded. The goal is to reach $7 million in annual revenue within five years, expand into new states, and build a team of about 20. The company uses the EOS (Entrepreneurial Operating System) framework to set and track goals, ensuring everyone is aligned and accountable.
Embracing Technology in Roofing
Satellite Imagery and 3D Modeling
Technology is revolutionizing the roofing industry. Alpha Pro uses satellite imagery to measure roofs, eliminating the need for manual measurements and increasing accuracy. New tools allow for 3D modeling of homes, enabling clients to visualize different roofing and siding options before work begins.
Drones and Thermal Imaging
Drones have become indispensable for inspections, especially on steep or high roofs. They provide detailed imagery and enhance safety for salespeople and inspectors. Thermal imaging, both handheld and drone-mounted, allows for non-invasive detection of leaks and water damage, saving time and reducing costs.
AI and Automation
Daniel is particularly excited about the potential of AI tools like ChatGPT to streamline administrative tasks, generate professional communications, and even improve conversion rates. Automation frees up time for high-value activities and enhances the customer experience.
Lessons Learned: Mistakes and Growth
No business journey is without missteps. Daniel candidly shares a story about a costly color mix-up on a high-end roofing job, which required tearing off and replacing much of the work. Such experiences, while painful, are invaluable learning opportunities. The key is to own mistakes, make things right for the customer, and use the lessons to improve systems and processes.
Building a Legacy: The Alpha Pro Philosophy
Alpha Pro Roofing’s story is about more than shingles and sales—it’s about building a business that stands the test of time. The company’s success is rooted in:
- Values-driven leadership: Putting people first, both customers and employees.
- Continuous learning: Embracing new knowledge, technology, and best practices.
- Family involvement: Leveraging the strengths of each member and planning for generational continuity.
- Customer relationships: Focusing on trust, communication, and long-term service.
- Adaptability: Willingness to pivot, rebrand, and adopt new tools as the industry evolves.
As the roofing industry continues to change, companies like Alpha Pro demonstrate that integrity, innovation, and a commitment to excellence are the true foundations of lasting success.
Final Thoughts
The journey of Alpha Pro Roofing offers a blueprint for contractors and business owners in any field. By combining technical expertise with a heart for service, embracing technology, and building a strong team culture, it’s possible to thrive even in the most competitive markets.
Whether you’re just starting out or looking to take your business to the next level, the lessons from Daniel Gonzalez and his family are clear: focus on people, never stop learning, and build a company you can be proud of—one that you’d be happy to meet in the grocery store, any day of the week.
