264: From Roofing to White Glove – How These Founders Are Redefining the Industry with Zoe Boothe-Jarrett & Alec Eliasson
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.
