Guest: Zac Payne of Icon Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/this-one-change-took-a-roofing-company-from-unknown-to-unstoppable-with-zac-payne-262/
đź”— Icon Roofing
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How Clear Communication Became Icon Roofing’s Superpower
Zach Payne didn’t start Icon Roofing to chase profits—he started it to fix what he saw broken in the customer experience. After working under his uncle in the roofing industry for eight years, Zach saw firsthand how easily things like communication and expectations were dropped once the sale closed. When he launched Icon Roofing in Mesa, Arizona, just four years ago, he vowed to do things differently.
Zach’s philosophy was simple but revolutionary for the trades: “If we do a really good job by our clients and our people, the money will follow.” That mindset became the cornerstone of Icon’s success. Today, Icon is growing rapidly—not because of big ad spends or marketing gimmicks, but because of how clients feel after the job is done.
Building a Reputation Before the First Shingle Comes Off
In the roofing world, a five-star review often comes down to one word: communication. Zach recognized that most roofing companies communicate well until the sale, then go radio silent until the crew shows up. Icon flipped that script.
They introduced a “pre-walkthrough” process where sales reps revisit the property, note existing damage (like cracked driveways or damaged stucco), and reset expectations with homeowners. They walk clients through the potential mess, noise, and timing of a roofing job—long before demo day. “We don’t want surprises,” Zach explained. “Roofing is loud and messy. But if they know what to expect, they’re way more comfortable.”
At project completion, the team returns for a “final walkthrough,” offering detailed photos as proof of execution. That means no wondering whether venting got installed or flashing was painted. Everything is documented, communicated, and cleaned up.
From Referrals to Reputation: Growth Without Heavy Marketing
Icon Roofing isn’t pouring money into lead generation. They don’t have to. Their process naturally drives word-of-mouth. Customers aren’t just satisfied—they become advocates.
Zach said it best: “Most of our reviews focus on communication, cleanup, and clarity. If your customers are wondering, you’re losing.”
Their growth proves the point. The company earns referrals because clients trust them—during, not just after, the job.
Taking Care of Employees Like Family
Zach didn’t just build a company; he built a workplace people want to grow in. His goal was never to hire flashy executives from outside. Instead, he promotes from within, ensuring team members are trained, mentored, and supported at every level.
Many of his staff had never been in management roles before joining Icon. Now, they’re leaders—thanks to the investment in training, regular production and sales meetings, and even quarterly reviews.
Zach even brings new hires and their spouses to dinner with his own family. “If your spouse doesn’t support where you work, it’s not going to last,” he said. That commitment to culture shows up in retention, performance, and morale.
What Makes a Manager at Icon Roofing?
Zach looks for servant-leaders, not mini-bosses. He evaluates potential leaders based on attitude, not just skill. “I can teach someone to roof. I can’t teach them to have integrity,” he emphasized. The best team members are humble, teachable, and empathetic—people who guide instead of dictate.
When mistakes happen, Icon’s leaders don’t assign blame—they coach. “How someone reacts when things go wrong tells me more than their resume ever could,” Zach said.
Scaling Smartly into Multifamily Projects
Icon Roofing recently started expanding into multifamily and HOA roofing projects. Why? Fewer stakeholders, more predictable timelines, and less emotion. “With multifamily, you’re not dealing with one person’s roses or emotional attachments. You’re dealing with a board or manager who just wants the job done right,” said Zach.
Their approach remains the same: communicate clearly, document everything, and deliver on promises. That process builds trust and leads to repeat business across entire property portfolios.
Final Reflection: The Real ROI of Doing Things Right
Zach Payne built Icon Roofing on two pillars: take care of your people, and deliver an outstanding customer experience. That focus has led to exponential growth, even in a competitive market like Phoenix.
“If I had to start over tomorrow,” Zach said, “I’d do two things—surround myself with good people and obsess over the customer experience.”
Those aren’t just words. They’re a blueprint for turning a good roofing company into a great one.
FAQs: Roofing Business Takeaways from This Episode
Topic: Customer-Service
Q: How can I improve the customer experience in my roofing business?
A: Start by setting clear, realistic expectations before the job starts. Use pre-job walkthroughs to identify risks, prep the customer, and document property conditions. Follow up with final walkthroughs that include photos and explanations to reinforce trust and transparency.
Topic: Operations-Management
Q: What are pre and post-job walkthroughs, and why do they matter?
A: Pre-job walkthroughs identify existing property damage and help set realistic expectations. Post-job walkthroughs confirm that all promised work is completed and documented. Both steps reduce disputes and build trust with the client.
Topic: Marketing
Q: Can a roofing business grow without heavy advertising?
A: Absolutely. Zach Payne’s company, Icon Roofing, grew primarily through referrals and repeat business by obsessing over customer service and communication—not by relying on marketing spend.
Topic: Sales
Q: How should salespeople handle tough conversations during the sales process?
A: Be transparent. Instead of avoiding potential issues, discuss them upfront. Prepare the client for noise, mess, delays, and possible snags. That level of honesty builds credibility and prevents friction later.
Topic: Education-Training
Q: How should I train new roofing hires with no experience?
A: Treat every new hire like they’re brand new to the industry. Use clear, basic language, and provide hands-on guidance. Continue education through weekly meetings and feedback—not just during onboarding.
Topic: Growth-Expansion
Q: How can I transition from residential to multifamily roofing work?
A: Start by building relationships with property managers or HOAs. Offer the same great service as you would for homeowners, but tailor your communication for a more business-oriented audience.
Topic: People
Q: What qualities should I look for in future managers?
A: Look for humility, integrity, and a servant-leader mindset. Skills can be taught, but character can’t. The right manager will coach their team, not criticize them.
Topic: Legal-Compliance
Q: Why is documentation so important in roofing projects?
A: Photos and detailed notes help cover liability, prove work was done properly, and offer peace of mind to both homeowners and property managers. It’s also essential for insurance claims and resale proof.
Topic: Niche Services
Q: How should I communicate differently with multifamily or HOA clients?
A: Use more formal, structured communication. Send written schedules and expectations for property managers to pass on to tenants. Focus on reliability and clarity since you may not interact directly with occupants.
Topic: Finance-Accounting
Q: How can improving operations impact profitability?
A: Fewer mistakes, clearer expectations, and better client experiences reduce costly callbacks, increase referrals, and shorten the sales cycle—all of which boost profit margins without increasing ad spend.
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