In the heart of Canton, Georgia, a remarkable story began in October 2008 with the launch of Complete Roofing Systems, LLC, commonly known as Complete Roofing. At the helm is Chad Conley, the CEO and co-founder, whose journey from a U.S. Marine to a successful entrepreneur embodies resilience and innovation.
The Genesis of Complete Roofing
Chad’s journey into the roofing industry is both inspiring and unconventional. After six years of service in the U.S. Marine Corps, he received an honorable discharge in February 2008. In May of the same year, he completed his college education in project management, but was uncertain about his next steps. A casual conversation with a friend working in roofing changed everything. “I had never considered roofing before, but I was looking for something outside a traditional office job,” Chad recalls.
“Although I had no prior experience in roofing and had never considered it, I trusted him and decided to give it a try. Our efforts were focused on storm-damaged roofs and as such we got the roofs paid for by insurance carriers. I quickly fell in love with the job. It combined a nice blend of strategic thinking while dealing with insurance adjusters/claims, meeting new and interesting people, and work outdoors that came with a rooftop view.” However, he soon realized that the company he was working for lacked effective management.
By the late summer of 2008, amidst the backdrop of a crumbling economy, Chad and his business partner decided to venture out on their own. “Our goal was to exceed customer expectations while creating a work environment that empowered employees and encouraged innovation,” he explains. Thus, Complete Roofing was born, and the journey began.
Chad Conley
Brandon Antonini, Drone Operator, inspecting a commercial roof.
Jesse Huggins, Project Manager working onsite. Photos courtesy of Complete Roofing
The Business Climate and Initial Challenges
The timing of their launch couldn’t have been more challenging. The fall of 2008 marked the onset of the Great Recession, with financial instability affecting countless Americans. Jobs were lost, homes were foreclosed, and major corporations were seeking federal bailouts. It was a daunting environment for any new business, but Chad’s determination paid off. “Despite the economic climate, we grossed just under $6 million in our first full year,” he shares.
Initially, Complete Roofing offered a wide range of services, including full roof replacements on asphalt shingle, tile, metal, slate, and flat roofing systems like TPO and EPDM. They also provided gutter replacements, roof repairs, and small repainting projects. However, their primary focus remained on restoring roofs through insurance claims for storm damage, which became a defining aspect of their business model.
Evolving Services and Strategic Focus
As Complete Roofing evolved, so did its services. Over the years, the company recognized the importance of focusing on its core services. “We have learned that to be the best, we must concentrate on our core services,” Chad explains. This strategic shift has not only enhanced the quality of their work but also improved the overall customer experience.
By narrowing their focus, Complete Roofing has been able to streamline operations, resulting in better quality assurance and increased profitability. “We’ve learned to say ‘no’ to certain jobs that fall outside our expertise,” Chad notes. “A perfectly executed $25,000 re-roof can easily be overshadowed by a customer’s dissatisfaction with a smaller $500 job.” This philosophy—emphasizing quality over quantity—has become a cornerstone of their business.
Materials Matter
Elite Roofing Supply and Beacon Supply are Complete Roofing’s main suppliers. “We are proud GAF Certified Master Elite Contractors and have been certified with them since 2009,” Chad declares. “Most of the products we install are manufactured by GAF, as we believe they stand behind their products better than any other brand of shingles. This includes a range of high-quality roofing materials, such as GAF Timberline HDZ® shingles, which offer excellent durability and performance. Our partnership with these suppliers and manufacturers ensures that we consistently provide top-notch products and services to our customers.”
Navigating Current Trends
Today, the roofing industry faces two significant trends: inflation and the consolidation of roofing contractors by private equity firms. Inflation has made it increasingly difficult to negotiate with insurance carriers regarding claims. Yet, Chad is optimistic about his company’s position. Since we have remained focused on our core services and continuously improved our proficiency in proving insured losses, this tightening has not affected us as severely as some of our competitors.”
Chad also observes the growing influence of private equity in the roofing sector. Many smaller companies are being consolidated, leading to increased competition and pricing pressure. “Most of these contractors are not direct competitors to us, as they focus on ‘retail roofs,’ where the customers directly pay the re-roof expense,” he says. “These contractors also typically offer roof repair services. However, those competing with these newly consolidated firms must be aware of this trend, as it will result in greater buying power and potential pricing pressure on the smaller companies resisting acquisition.”
Opportunities on the Horizon
Chad sees significant opportunities in the insurance re-roofing market. Several factors contribute to this promising outlook:
Golden Handcuffs: Many homeowners who have low-interest mortgages are reluctant to sell their homes, prompting them to invest in renovations, including roof replacements.
Fannie Mae & Freddie Mac Rule Changes: Recent regulations require mortgages backed by these entities to have full coverage insurance, including for storm-related damage. With these agencies backing over 70% of U.S. mortgages, this means many homes are now eligible for insurance coverage for roof repairs.
Tightening Insurance Carrier Standards: As insurance companies are increasingly dropping customers with roofs as young as 10-15 years old, homeowners are becoming more aware of the importance of filing storm-damage claims rather than maintaining older roofs.
Chad believes these trends create a favorable market for Complete Roofing’s services, reminiscent of the environment in which they first launched. “It feels like history is repeating itself, providing us with opportunities similar to those we faced back in 2008,” he reflects.
Overcoming Challenges
Throughout its journey, Complete Roofing has faced many challenges, each shaping its resilience and adaptability. One significant hurdle came in 2012 with the implementation of the Dodd-Frank banking legislation, which complicated insurance claims by adding mortgage companies to insured payments. This change caused significant delays and cash flow issues, as banks took weeks to process checks.
To combat this, Chad implemented a ‘paid in-full’ policy, requiring customers to pay on the day of installation, regardless of whether they had received all their insurance funds. They also began accepting credit cards, negotiating favorable merchant fees to enhance cash flow.
Another major challenge arose during the COVID-19 pandemic in 2020. With door-to-door sales halted, the company needed to find new ways to generate leads. Drawing on their team’s creativity, they pivoted to an old-school method of setting appointments by phone. Remarkably, they managed to match their previous door-to-door figures. “This display of true grit remains one of the best performances I have seen since we started this business,” Chad recalls, proud of how the staff adapted to the crisis.
A Culture of Empowerment
At Complete Roofing, the workplace atmosphere is characterized by camaraderie and support, despite the geographical distances. The administrative team spans several states and includes a significant presence in the Philippines. “We may not spend as much time together as we’d like, but we treat each other like family,” Chad shares. Team members rally around each other during challenging times, offering support and assistance.
This culture of trust and accountability is essential to Chad’s leadership philosophy. Drawing from his Marine Corps background, he emphasizes the importance of empowerment. “I despise micromanagement,” he states. If someone needs constant supervision, they’re probably not the right fit for the team. Instead, he encourages employees to achieve their objectives in their own way, promoting innovation and personal fulfillment.
Future Vision
Looking ahead, Chad is excited about the future of Complete Roofing. The company is currently developing novel methods to document storm damage claims, utilizing new imaging tools that could revolutionize the industry. “We see great potential not just for growth but for sharing our knowledge with others in the field,” he remarks.
As Complete Roofing continues to build on its solid foundation, Chad remains committed to fostering a culture of empowerment and adaptability. His journey from Marine to CEO is a testament to the power of resilience and determination, and his leadership philosophy ensures that the company is well-positioned for future success.
Final Thoughts
Chad Conley’s story encapsulates the spirit of entrepreneurship—embracing challenges, seizing opportunities, and fostering a culture of trust and empowerment. As Complete Roofing forges ahead, its mission remains clear: To deliver exceptional roofing solutions while supporting a dedicated team and a loyal customer base.
