Maximize Your Roofing Business with Digital Marketing Tools276: 900 Reviews in 3 Years?! The Secret Every Roofer Misses with Jon Starry.
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.”
