Transforming Roofing with Culture: How Integrity Roofing Builds Leaders & Lifetime Customers

Guest: Terry Gwaltney, Co-Founder of Integrity Roofing & Exteriors
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/7-star-experience-most-roofers-will-never-achieve-245/

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From Roofing Company to Leadership Development Powerhouse

Terry Gwaltney doesn’t just run a roofing company—he leads a leadership development organization that happens to install roofs. At Integrity Roofing & Exteriors, culture isn’t an afterthought; it’s the core product. In this episode, Terry shares how a deep commitment to personal growth, intentional hiring, and customer experience creates loyal team members and “customers for life.”

“We’re a leadership development company that provides home improvement solutions.”

Instead of selling shingles, Terry’s team sells value. Their mission is to offer what he calls a seven-star experience, where every homeowner walks away feeling heard, respected, and wowed. This model has led to sustainable growth across three states—not by expanding faster, but by going deeper in existing markets.

The Seven-Star Experience: Creating Customers for Life

Most homeowners expect the basics: show up, do the job, clean up. But Terry’s team strives for more—what he calls “moments of magic.” These are personalized touches that add emotional value and make the experience memorable.

Consultative sales approach
Listening deeply to customers’ fears and goals
Custom solutions based on trust, not pressure

“They forget what you did—but they never forget how you made them feel.”

Hiring as Selection: Culture-First Recruiting

Terry doesn’t “hire”—he selects. The process is designed to screen for three traits:

Character – Does this person live with integrity and represent the brand with trust?
Cultural Fit – Will they row in the same direction as the existing team?
Competence – Can they do the job? If not, are they teachable?

Their goal is to avoid “mercenaries” looking for a paycheck and build a team of “missionaries” who share the company’s vision.

“We’ll interview 100 people to find one that’s a fit. It’s not about being good—it’s about being aligned.”

Scaling Culture Through Leadership & Books

Every new hire at Integrity begins a journey of personal growth, including reading one book every two weeks during onboarding. With audio versions encouraged, the team embraces learning through Windshield University—making the most of drive time.

Books aren’t for testing; they’re for transformation. New team members summarize what they’ve learned and how it applies to their role, creating a culture of continuous growth.

Culture in Action: Coaching, Feedback & Results

Integrity’s full-time trainer and coach ensures new hires go through a bootcamp and 90-day mentorship program. Using sales call recordings and ride-alongs, coaches provide real-time feedback and help improve close rates.

This system is so consistent, they can forecast the top-line revenue impact of adding new hires with near certainty.

“It’s like baking a cake. Follow the instructions and you get a predictable result.”

Go Deeper, Not Wider

Instead of expanding into new markets, Integrity focuses on penetrating current markets more effectively. This allows them to:

Reinforce brand equity
Improve marketing efficiency
Prepare team members for future leadership roles

“We won’t expand at the expense of our culture. That’s non-negotiable.”

Personal Growth = Business Growth

Terry’s belief in work-life integration drives how he supports his team—financially, emotionally, and relationally. From encouraging date nights with spouses to helping employees write personal eulogies (yes, really), Integrity prioritizes the whole person.

“You can make more money—but you can’t make more time.”

Final Advice for Roofing Contractors

Terry’s closing thoughts for contractors:

Be intentional with culture—don’t leave it to chance
Shift from hiring out of desperation to selecting for alignment
Measure what matters and use those insights to lead
Remember: hope is not a strategy, and excuses won’t build your vision

FAQs: Roofing Business Takeaways from This Episode

Topic: Culture & Leadership
Q: How can I turn my roofing company into a leadership-driven organization?
A: Start by defining your core values, vision, and mission. Use these to guide hiring, training, and decision-making. Reinforce them through daily actions—not just plaques on the wall.

Topic: Hiring
Q: What’s the difference between hiring and selecting team members?
A: Hiring fills a role quickly. Selection filters for long-term fit. At Integrity, they interview 100 people to find one aligned with their culture, values, and vision.

Topic: Education-Training
Q: How do you get roofing team members to read books?
A: Provide audio versions, make it part of onboarding, and discuss key takeaways during team meetings. Tie learning to personal and professional growth.

Topic: Sales
Q: What is a seven-star experience in roofing?
A: It goes beyond good service—it’s about emotional connection, trust, and moments of surprise that make customers feel cared for. That’s what keeps them coming back.

Topic: Operations-Management
Q: How do you scale company culture across locations?
A: With a full-time trainer, standardized onboarding, and mentorship programs. It ensures every team member—from day one—experiences the same values and expectations.

Topic: Growth-Expansion
Q: Should I expand to new markets or deepen in current ones?
A: Focus on going deeper. Maximize your presence in existing territories before expanding. It’s more cost-effective and strengthens your culture.

Topic: Customer-Service
Q: How do you create lifelong roofing customers?
A: Deliver consistent, memorable experiences. Focus on relationships, not transactions. Make your company unforgettable by how you make customers feel.

Topic: Finance-Accounting
Q: How can culture impact my bottom line?
A: Culture reduces turnover, boosts referrals, and drives performance. Investing in people and alignment pays off in long-term profitability and scalability.

Topic: Technology-Innovation
Q: How do you improve close rates across a sales team?
A: Record sales conversations, review “game tape,” and coach your reps weekly. Track metrics and give constructive, consistent feedback.

Topic: Personal Development
Q: What’s a good first step to balancing life and business as an owner?
A: Define what success looks like in each area of your life. Write your eulogy, reverse-engineer your goals, and create a yearly vision plan that aligns with your values.

Curious how you can lead with culture and create a company that outlasts the competition? Check out Terry Gwaltney’s work:

And don’t forget to subscribe to the Roofing Success Podcast to stay inspired and level up your roofing business.

245: 7-Star Experience? Most Roofers Will Never Achieve This Standard with Terry Gwaltney