Guest: Jon Starry, Steadfast Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/podcast-ep-276-900-reviews-roofing-success/
Links:
https://steadfastroofingfl.com
https://www.facebook.com/steadfastroofingfl
https://www.youtube.com/@UC_ZIu_Y-FDhFUutL0Minkiw
https://www.instagram.com/steadfastroofingfl/
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How Steadfast Roofing Collected 900 Reviews in Just 3 Years with Jon Starry
When most roofing contractors talk about growth, they mention storms, marketing budgets, or hiring more crews. Jon Starry, founder of Steadfast Roofing, built one of Florida’s fastest-growing roofing companies around something most roofers overlook: customer reviews. In just three years, his company has racked up over 900 five-star reviews without sacrificing quality or integrity.
This episode of the Roofing Success Podcast dives into Jon’s story, systems, and strategies. If you’re a roofing contractor wondering how to stand out in a crowded market, his approach to reviews, automation, and customer care is a blueprint worth studying.
From IT Layoff to Roofing Success
Jon did not start in roofing with a master plan. After being laid off from an IT job in the early 2000s, he picked up work with a home improvement contractor. That side gig turned into a passion, and when he moved to Florida, he went all-in on roofing.
But unlike many contractors, Jon was not interested in cutting corners. He had seen too many companies fail to do the right thing under pressure, and he wanted Steadfast Roofing to be different. The name itself reflects that mission: “steadfast” means unfailing, a quality every homeowner expects from their roof.
Why Reviews Became His Secret Weapon
In roofing, homeowners meet with multiple contractors selling the same shingles, warranties, and promises. Reviews became Jon’s way to differentiate Steadfast Roofing.
“Our reputation online is really, really important to us. It’s how we get found,” Jon explains.
The first 50–100 reviews came from small repair jobs Jon did before launching full-time. From there, he built automations inside his CRM that hammered home review requests via text and email. Today, reviews are captured both on-site and through follow-up campaigns, often tied to photos for extra legitimacy on Google.
And it is not just about Google. With AI-driven search results rising, Jon notes that platforms like Yelp and BBB now influence which companies AI recommends. Reviews are not just for SEO anymore—they are the currency of trust in the AI era.
Repairs as a Growth Engine
Many roofing companies avoid repairs, focusing only on replacements. Jon flipped that mindset.
Repairs allowed him to:
- Capture reviews quickly.
- Leave a positive impression without a hard sell.
- Stay top-of-mind when homeowners eventually needed full replacements.
This small-job-first approach laid the foundation for Steadfast’s reputation, fueling long-term growth.
Building a Customer Experience That Stands Out
At the peak of hurricane season, Steadfast was doing up to 12 roofs a day. That level of volume would break most companies. For Jon, it revealed a gap: customers waiting months for their roofs were not getting enough updates.
He responded by building automated weekly touchpoints, even if the update was simple (“your materials are reserved,” or “permit pulled”). This small step relieved customer anxiety and kept trust intact.
As Jon puts it:
“If your customers are wondering, you’re losing.”
The result? Out of hundreds of delayed jobs, only three cancellations.
Automations, Videos, and First Impressions
Jon’s IT background helped him leverage technology. But he is quick to point out that anyone can learn these tools if they care enough about customer experience.
Some of the automations and tech touches he uses include:
- Owner follow-up texts after estimates.
- Intro videos of project specialists sent before appointments.
- Weekly automated updates during production backlogs.
- Selfie photos with homeowners at job sites for social proof.
These touches make Steadfast Roofing unforgettable in a sea of competitors.
Culture: A Family First, a Roofing Company Second
Internally, Jon focuses on building a culture where his team feels like family. From fantasy football smack talk to traveling together for training events, he invests in relationships as much as sales numbers.
That family dynamic translates directly to customer care. Homeowners sense the camaraderie and commitment. It is part of why some are willing to wait months just to work with Steadfast.
Positioning for the Future
Jon is realistic about the challenges ahead: slowing demand, labor shortages, and insurance headaches in Florida. But he is doubling down on retail roofing, local marketing, and positioning for AI-driven search results.
His advice to new roofing company owners?
“Work harder than anybody from the very get-go. You don’t need a big team behind you. All you need is a solid labor crew and the drive to not lose. The only reason you will ever fail is if you let your foot off the gas.”
FAQs: Roofing Business Takeaways from This Episode
Topic: Marketing
Q: How can roofing companies use reviews to gain more customers?
A: Treat reviews as part of your sales process. Ask for them on-site, automate follow-ups by text and email, and connect photos to reviews for legitimacy. Reviews not only build trust with homeowners but also influence AI-driven search rankings.
Topic: Sales
Q: Why should roofers consider taking small repair jobs?
A: Repairs help build trust quickly, generate reviews, and create long-term customer relationships. Even a $500 repair can lead to a future $15,000 replacement when you have left a great impression.
Topic: Operations-Management
Q: How can roofers manage customer expectations during long backlogs?
A: Use automated weekly updates, even if there is little progress. Regular communication reassures customers their project is still on track and reduces cancellations.
Topic: Growth-Expansion
Q: What role do automations play in scaling a roofing business?
A: Automations handle repetitive tasks like appointment reminders, updates, and review requests. This ensures consistency, saves time, and keeps customers informed while allowing the owner to focus on growth.
Topic: Customer-Service
Q: How can video improve the customer experience in roofing?
A: Sending short intro videos of sales reps or project managers personalizes the experience and builds trust before the first meeting. It makes homeowners feel more comfortable and connected.
Topic: Technology-Innovation
Q: Which platforms beyond Google should roofers collect reviews on?
A: AI search engines pull trust signals from multiple sources, including Yelp and BBB. Expanding beyond Google reviews will improve your visibility in AI-driven results.
Topic: Niche Services
Q: Is offering repairs worth the hassle for roofing contractors?
A: Yes—repairs build your reputation, generate reviews, and create future replacement opportunities. They also help you capture leads other contractors turn away.
Topic: Education-Training
Q: How should roofing sales teams be trained to ask for reviews?
A: Make it part of the process: teach them to ask after walk-throughs, incentivize review collection, and normalize the habit until it becomes second nature.
Topic: Operations-Management
Q: How can roofing companies maintain culture while growing?
A: Invest in team relationships. Travel together for training, encourage fun outside of work, and build a supportive environment where everyone feels valued and heard.
Topic: Marketing
Q: What content strategy works for local roofing companies?
A: Combine educational and entertaining video content. Create city-specific videos with keywords people search for, but also add humor and personality to build local recognition.
Topic: Growth-Expansion
Q: How should roofing companies prepare for the future of AI in search?
A: Diversify your online presence, collect reviews across multiple platforms, and use video tied to local keywords. AI will prioritize companies with strong trust signals everywhere, not just Google.
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