He Lost His Company as a Minority Partner. Then Built It Back From Zero.
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What challenges did Justin face in his first year of business?
I was talking to my dad and I was like, man, if I don't sell at least 10 jobs next month, we're going to have to close. We were able to sell exactly what we needed to keep limping along. And it's like, okay, now what are the processes we've got to change? The thing I did not do well was I did not understand how to price in overhead, even as a startup. I'm just not afraid to talk about the struggles. It's real and let's talk about it and let's not hide it and help each other out.
How did Justin adjust his pricing strategy after initial mistakes?
There's not business to go around.
Welcome back to the Home Service Expert Podcast. I've got Justin Feicher here. He's an expert in roofing, sales process, pricing strategy, social media content, homeowner education, blue collar entrepreneurship. He's based out of St. Cloud, Orlando, Florida, founder and operator of Providence Roofing.
What strategies does Justin use for hiring to address his weaknesses?
Started his first company at the age of 13 and Providence is his sixth. Three-generation roofing family. His dad, Rick, was roofing before Justin was born. And his son, Miles, is already part of the business. Nearly went under in one year and had to completely rebuild how he prices, sells, and operates. Now focused on speed, transparency, and educating homeowners instead of pressuring them.
Why are trades considered a goldmine in today's economy?
Still in the field every day, running jobs, selling roofs, and managing crews. Active content creator on Instagram and TikTok. Shares the real journey, including mistakes. Faith-driven business. The episode thesis is not every great podcast guest is someone who already made it. Justin is in the trenches right now, building a roofing company in central Florida, nearly going under in a year and rebuilding everything from pricing to process to content strategy on the fly.
How does competing on price affect a new roofing business?
This is a real-time look at what it takes to build a blue-collar business from the ground up, plus a deep dive into how one roofer is using social media content to grow without a massive marketing budget. Uh, Justin, I started following your stuff, brother. And I was like, we gotta get this guy on. He's funny. He's amazing. He's, uh, he, you just make me laugh because like the fast food shit, like, yeah, I brought my own chicken nuggets.
What role do retention and relationships play in business success?
Um, you know, I was wondering if you could give me, oh, I don't like the burger. Can I bring it back? It's like no other business other than home service, home improvement does this.
Yeah, it's true, man. It's true. Thank you guys for having me.
How is technology integrated into Justin's roofing business operations?
Honestly, super, super stoked to be here and also get to learn from you, man. It's going to be good.
Have you ever heard of the podcast?
Oh, yeah. Yep. Read your books.
What tax strategies should small business owners consider?
Yep. Listen to the podcast. So it's pretty neat to be reached out to by your team. And I was like, this is crazy. At first, I was like, this is probably spam. And I looked at everything. I was like, no, it's legit.
So now it's great, man. You know, I think content is such a cool thing when you just you don't even have to be you're great at it, but you don't have to be great. You just got to be consistent.
Yeah, it's true. What's funny, so your bio is pretty good. Just to clarify, so my dad, he was roofing before I was born. He roofed mobile homes actually in the factories. So he would put roofs on mobile homes as they were being built in factories. But then he migrated out of that and he's been a pastor now pretty much my whole life. Moved from construction and farming to being a pastor. But one thing you said that is fascinating is, I think we need a shift in perspective is used to be contractors would fight over neighborhoods. And now the marketplace is we're fighting over attention. And so social media is critical, like you said.
Yeah. So tell me a little bit about the business. What's going good? What's not going good? What got you into it? What you're excited about? What you hate?
Yeah, that's good, man. No. So I've always been entrepreneurial, grew up, was homeschooled. And so I've got a younger brother and three older sisters. And me and my brother, we started a couple of businesses similar, similar to you. You started pushing lawnmowers and I think you said shoveling snow and similar. I mean, I'm here in Florida.
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Chapters
8 chapters
1
What challenges did Justin face in his first year of business?
0:00β0:25
2
How did Justin adjust his pricing strategy after initial mistakes?
0:25β0:44
3
What strategies does Justin use for hiring to address his weaknesses?
0:44β1:06
4
Why are trades considered a goldmine in today's economy?
1:06β1:33
5
How does competing on price affect a new roofing business?
1:33β1:58
6
What role do retention and relationships play in business success?
1:58β2:09
7
How is technology integrated into Justin's roofing business operations?
2:09β2:19
8
What tax strategies should small business owners consider?
2:19β1:19:34
Speakers
3 identifiedMore from The Home Service Expert Podcast
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