254: How He Escaped the “Hope Stage” and Built a Real Roofing Business with Justin Puetz
From Craigslist Hustler to Roofing CEO: How Justin Puetz Escaped the Hope Stage
🎗 Support the Fight Against Cystic Fibrosis
Justin and his team are actively fundraising for the Cystic Fibrosis Foundation. The walk they’re participating in takes place this Saturday, and every contribution makes a difference. If you’d like to support their team, you can donate here: https://fundraise.cff.org/Rochester25/SlayCF
From Craigslist to $1.6M: A Roofer’s Grit-First Origin Story
Most contractors don’t start with a polished brand and airtight systems. Justin Puetz began with a torn-down shed, a rusty pickup, and a Craigslist ad featuring his own smiling face. That first $100 job turned out to be the proof of concept that launched Puetz Construction in southeastern Minnesota.
But Justin’s journey is more than just a bootstrapped success story—it’s about the mindset shift from winging it to winning with intention.
“There was a time where we just hoped things would work. That’s not a strategy.”
Escaping the Hope Stage
For years, Justin wore every hat—sales, production, admin, even pounding every nail. He calls it “the hope stage”—when you’re working nonstop, crossing your fingers that your decisions pan out.
The turning point? Replacing hope with data, systems, and the right people.
“Now, every dollar and every role in our business has to earn its spot.”
Justin shared how hiring his first admin, Eric, gave him back his time and unlocked the next phase of growth. But that leap didn’t come without fear. He saved up nearly a year’s salary before making the hire to create a cushion—removing excuses and enabling execution.
The Real ROI of Hiring (Even When It’s Scary)
When you’re in startup mode, hiring feels like a giant expense. But Justin flipped his thinking:
- He stopped viewing payroll as overhead
- He started treating it as capacity-building
- He tracked ROI on every hire and gave ownership through incentives
“It’s not about saving money—it’s about saving yourself from burnout and chaos.”
By bringing in people who didn’t have construction experience—but had the right character—he built a loyal, teachable team that aligned with his company’s core values.
Price Like a Business Owner, Not a Technician
One of the biggest mindset shifts Justin made? Charging what the job was actually worth—not what he thought people could afford.
Before: Pricing just above cost, doing everything himself.
After: Understanding margins, charging properly, and using that profit to invest in better people and better systems.
“We used to price like it was a job for me. That’s not how you grow a company.”
Storm jobs opened his eyes to proper pricing. But being in the right rooms—surrounding himself with high-performing roofers and mentors—helped him truly internalize it.
Building a Rockstar Hiring Process from Scratch
Early on, hiring was chaos. Craigslist ads. No-shows. One guy even got arrested mid-job.
Now? Justin has a system:
- Job descriptions written with ChatGPT and aligned with core values
- Phone screen → video submission → Zoom interview → in-person coffee meeting
- Culture-first screening: “We’re hiring character over skill—always.”
“The wrong hire will cost you way more than doing it right from the start.”
He also highlights the power of your network: two of his best hires came through referrals, not ads.
How EOS Helped Structure the Chaos
Justin implemented EOS (Entrepreneurial Operating System) even before his company had the “recommended” team size. Why? Because he was sick of spinning his wheels.
Even as a small business, EOS helped him:
- Delegate and elevate roles he used to own
- Focus on quarterly rocks (90-day goals)
- Create L10 meetings with his integrator to work on the business, not just in it
“Every week, we ask: what’s the next right problem to solve?”
Even if you’re small, EOS brings structure, accountability, and clarity around your next hires and systems.
Vision, Drive, and a Spreadsheet Full of Competitors
Justin doesn’t hide the fact that he’s obsessed—with growth, with excellence, and with dominating his local market.
He created a live spreadsheet that tracks every competitor’s Google reviews, ratings, and velocity. Why? Because Puetz Construction’s 10-year vision is to be the most five-star-reviewed contractor in their region.
“It’s not about passion—it’s about drive. I’m addicted to this game.”
He’s also built a company culture where people want to grow. Daily social posts, book clubs, training sessions, and weekly L10s aren’t fluff—they’re fuel.
What’s Next: Scaling With Intention
Justin’s now building out his leadership team, starting with a dedicated project manager. As he lets go of more day-to-day responsibilities, he’s focused on sustainable growth—not just revenue, but culture and team development.
“Every time I’ve taken the next step, I’ve looked back and thought: why didn’t I do this sooner?”
