264: From Roofing to White Glove – How These Founders Are Redefining the Industry with Zoe Boothe-Jarrett & Alec Eliasson
Guest: Zoe Boothe-Jarrett & Alec Eliasson
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/from-roofing-to-white-glove-east-coast-roofing-systems-264/
Links:
https://eastcoastroofingsystems.com
https://www.instagram.com/eastcoastroofingsystems
https://www.facebook.com/eastcoastroofingsystems/
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When lifelong friends Zoe Boothe-Jarrett and Alec Eliasson founded East Coast Roofing Systems near Philadelphia, they weren’t interested in creating just another roofing company. Their mission was to build a business that reimagines what a homeowner should expect—combining modern systems, transparent pricing, and a level of communication that feels more like buying a luxury product than hiring a contractor.
Both founders brought unique experiences to the table. Zoe spent years managing complex design projects for clients like Apple and Microsoft before deciding corporate life wasn’t for him. Alec had worked in roofing manufacturing and distribution, studying firsthand how many contractors fell short on organization and customer experience. Together, they saw an opportunity: bring white-collar precision into a blue-collar trade.
“For us, roofing was just the widget,” Alec explained. “The real mission was to deliver a better customer experience.”
Why They Chose Roofing—and Why It’s an Untapped Opportunity
Alec and Zoe believe home services are one of the last fragmented industries—an open field for entrepreneurs willing to do things differently. Unlike fields like finance or tech, residential contracting remains largely dominated by small, family-run operations without much standardization.
While that leaves plenty of room for talented craftspeople, it also creates inconsistency and confusion for homeowners investing thousands of dollars into major projects.
Building a System That Eliminates Fear and Friction
From day one, East Coast Roofing Systems prioritized process over guesswork. Zoe describes their business operations as an assembly line: each step mapped out, documented, and continually refined.
They built a customer journey flowchart so detailed it rivals a software UX diagram—every possible scenario and touchpoint accounted for.
“If your customer is wondering, you’re losing,” Alec said. That’s why East Coast Roofing prioritizes over-communication—automated emails, proactive calls, and real-time updates that keep clients in the loop. This commitment not only builds trust, but also prevents the most common problems contractors face: missed expectations and misunderstandings.
Pricing: Beyond the Blunt Object of “Per Square”
Many contractors price roofs by the square—a shorthand that lumps every house into the same formula. Alec and Zoe refused to do that.
Instead, they developed an objective pricing model that accounts for live material costs, pre-negotiated labor rates, and project complexity. Every estimate is calculated based on real inputs—not assumptions.
“It doesn’t matter if it’s a trailer or a mansion,” Alec said. “The material and labor cost what they cost.”
This transparency has become a major differentiator. Homeowners often compare several quotes and quickly see which companies are guessing and which are delivering detailed proposals.
Balancing Marketing Attribution and Omnipresence
While East Coast Roofing is analytical to its core, Alec and Zoe are candid about one universal challenge: marketing attribution. Direct channels like Google LSA and PPC can be tracked precisely. But yard signs, event booths, and social impressions are harder to quantify.
Their solution? Adopt an omnipresent approach anyway. Even when an individual tactic can’t be tied to a single sale, they believe showing up everywhere—social media, yard signs, community events—compounds brand awareness over time.
When the homeowner finally needs a roof, East Coast Roofing is often the first name they remember.
Culture and Roles: Leaning Into Strengths
Their division of labor is as intentional as their pricing models. Zoe focuses on operations and systems, while Alec leads sales and customer relationships. This clear split allows each of them to lean into their strengths.
It also ensures that nothing falls through the cracks. Each team member knows exactly where their responsibilities begin and end—reducing friction and scaling more efficiently.
Evolving Mindsets and Continuous Improvement
Over time, their mindset has evolved. Early on, it was easy to feel like every new idea deserved attention. But they learned to ask a simple question before committing: does this move the needle?
“Revenue is vanity. Net revenue is sanity,” Zoe said. “If it doesn’t improve our KPIs, it’s just noise.”
Even with their sophisticated processes, the company still relies on a core philosophy: communicate relentlessly and educate the customer. When homeowners understand exactly what’s happening, they feel confident, not anxious.
Their approach shows what’s possible when you combine systems thinking with a genuine desire to serve. By challenging outdated assumptions about how roofing should work, Zoe and Alec are proving that a “white glove” experience isn’t reserved for luxury brands—it can be part of every home improvement project.
FAQs: Roofing Business Takeaways from This Episode
Topic: Marketing
Q: How can roofing companies track the ROI of marketing like events and yard signs?
A: While direct attribution is difficult, you can track lead source surveys, set up unique phone numbers for each campaign, and monitor trends in branded search traffic. Even if an event only generates a few leads, the cumulative effect of consistent exposure builds familiarity and trust over time.
Topic: Sales
Q: Why is educating customers during the sales process so effective?
A: Most homeowners only replace a roof once or twice in their lives. By explaining materials, timelines, and options in plain language, you build credibility and help them feel confident in their decision.
Topic: Operations-Management
Q: What’s the benefit of mapping out the entire customer journey?
A: A detailed journey map helps you identify friction points, create clear SOPs, and ensure your team can deliver a consistent experience. It also highlights opportunities for automation and proactive communication.
Topic: Finance-Accounting
Q: How can roofing contractors avoid pricing jobs arbitrarily?
A: Build a pricing model based on live supplier costs, standardized labor rates, and real job data. This approach removes guesswork and supports fair, consistent pricing.
Topic: Customer-Service
Q: What does a white glove experience look like in roofing?
A: It means proactive communication, transparent expectations, professional interactions, and thoughtful follow-up—so customers never feel uncertain about the process.
Topic: Technology-Innovation
Q: How can drones improve the sales and production process?
A: Drones provide clear photos for estimates, create before-and-after documentation, and help production teams plan projects safely. They also serve as powerful visuals during sales conversations.
Topic: Growth-Expansion
Q: What mindset shifts are essential for scaling a roofing business?
A: Focus on revenue-generating activities, avoid getting stuck in analysis paralysis, and be willing to test and iterate continuously. Growth comes from balancing action with measurement.
Topic: Operations-Management
Q: How do you maintain smooth handoffs between sales and production?
A: Use templated forms and a central CRM to document job details. This reduces errors and confusion, ensuring every team member has the information they need.
Topic: Niche Services
Q: Should you price premium roofs differently?
A: The materials and time might cost more, but your margin shouldn’t be inflated just because the project is higher-end. Objective pricing protects your brand reputation and builds trust.
Topic: Education-Training
Q: What’s the best way to train your team to deliver a white glove experience?
A: Use role-playing scenarios, clear standard operating procedures, and regular team meetings to reinforce expectations. Over time, this builds a culture of consistency and care.
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