The roofing and solar industry has long battled a reputation problem. From surprise expenses to questionable sales tactics, many homeowners approach contractors with skepticism, and for good reason. Stories of hidden fees, poor workmanship, and broken promises have become all too familiar.
But not everyone in the industry operates this way. A growing number of contractors are working to challenge the status quo, choosing to lead with integrity, transparency, and accountability. One organization leading this effort is the Roofing & Solar Reform Alliance (RSRA), a community of contractors committed to reshaping how the industry serves its customers.
This post explores how RSRA is addressing deep-rooted industry challenges through shared values, professional standards, and leadership development. It also examines why this reform movement is gaining momentum and how it could help restore trust between contractors and property owners.
Why the Industry Needed a Reset
For years, the roofing and solar trades have attracted criticism for a range of harmful practices:
- Unethical sales tactics, including misleading offers or verbal promises that do not match the contract
- Low-quality installations, often performed by unlicensed or rushed crews
- Lack of communication, leaving homeowners in the dark throughout the project
- Hidden costs, where the final invoice looks nothing like the initial estimate
- High employee turnover and workforce exploitation, resulting in unstable service quality
While not all companies operate this way, the damage caused by those who do affects the reputation of the entire industry. This environment has left many skilled and ethical contractors fighting an uphill battle to prove their credibility and earn customer trust.
A Different Kind of Contractor Community
The Roofing & Solar Reform Alliance was founded on the belief that contractors deserve better, and so do their customers. RSRA is not just a professional network. It is a values-driven alliance formed by contractors who take a public pledge to uphold standards that go beyond basic licensing or compliance.
Members commit to:
- Delivering a positive, service-focused experience for homeowners
- Educating clients rather than using pressure-based sales
- Taking ownership and responsibility throughout the customer journey
- Building strong internal cultures where employees are respected and supported
- Acting as stewards of both individual properties and the industry as a whole
Membership is not automatic. Contractors must sign a pledge that outlines their responsibilities and agree to be held accountable. Those who fail to meet these expectations can be removed from the alliance.
How the Reform Effort Started
The seeds for RSRA were planted in 2011 when founder Adam Bensman entered the industry. Early on, he encountered companies that openly celebrated deceptive tactics. Even after joining an ethical roofing company, he struggled with the industry’s reputation and the level of distrust he encountered from homeowners.
It became clear that the problem was not just about a few bad actors. It was systemic. Many customers began their roofing or solar projects with low expectations, assuming problems were inevitable. The fear of being taken advantage of had become normalized.
Rather than accept that reality, Adam set out to change it. First by improving the homeowner experience one project at a time, and later by training other contractors to do the same. As more like-minded professionals adopted his approach, the idea of a larger movement began to take shape.
That vision became the Roofing & Solar Reform Alliance.
The Five Core Pillars of Reform
RSRA’s approach to change is built around five pillars that aim to raise the standard of professionalism across the industry:
1. Buying Experience
Contractors should make it easy for homeowners to understand their options. Estimates should arrive on time, communication should be clear, and customers should never feel pressured or confused.
2. Service Experience
The project itself should be predictable and transparent. Delays, cost surprises, or unreturned messages are symptoms of poor systems and culture, not unavoidable realities.
3. Leadership
True leadership means taking responsibility when things go wrong, not passing blame. RSRA contractors are encouraged to model accountability both internally and with their clients.
4. Culture
Satisfied employees create better customer experiences. RSRA members strive to build workplaces where team members are paid fairly, respected, and proud of their work.
5. Stewardship
Contractors are not just building projects. They are shaping reputations and influencing how the public views the entire industry. RSRA members view their work as part of a broader responsibility.
Learning, Supporting, and Growing Together
RSRA is more than a set of ideals. It is an active community of contractors who support each other through training, collaboration, and peer accountability. Some of the ways members engage include:
- Weekly coaching sessions focused on leadership, service systems, and communication
- Ongoing training to help teams stay sharp and aligned with best practices
- Private discussion boards where members share challenges and solutions
- In-person meetups that strengthen relationships and foster collaboration
- Site visits and feedback loops that offer peer-based improvement opportunities
This ecosystem helps contractors stay aligned, improve operations, and create better outcomes for both customers and employees.
Accountability with Purpose
What sets RSRA apart is the seriousness with which it treats its pledge. Joining is a commitment, not just a badge. Members who violate the pledge can be removed and denied re-entry. This level of accountability is rare in the construction industry and reflects the alliance’s dedication to lasting change.
RSRA acknowledges that mistakes happen, especially in construction. But it is how those mistakes are handled that defines a company’s values. The alliance aims to normalize honesty, humility, and proactive problem-solving as the professional standard.
A New Standard for Roofing and Solar
The roofing and solar industry does not have to be defined by mistrust, corner-cutting, or outdated practices. A growing number of contractors are choosing to lead differently. Through shared values, open accountability, and a commitment to doing the right thing, they are changing how homeowners experience roofing and solar services.
The Roofing & Solar Reform Alliance is not just responding to a problem. It is building a solution. By focusing on leadership and service quality, and by supporting one another in doing better work, members are showing that real reform is not only possible, it is already happening.
