Roofing With a Purpose - PODCAST TRANSCRIPT

Editor's note: The following is the transcript of a live interview with Jennifer George with Northern Arizona Roof Services. You can read the interview below or listen to the podcast.

Intro: Welcome to the Ask a Roofer podcast, where all your roofing questions find their answers. Your hosts, Megan Ellsworth and Lauren White, peel back the layers of the roofing world to reveal the knowledge, tips and FAQs you've been curious about. From shingles to skylights, metal to asphalt, we're here to demystify the system above your head. So get ready to ask, learn and explore the fascinating world of roofing one question at a time on the Ask a Roofer podcast.

Lauren White: Hello everyone. I am Lauren White with Ask a Roofer, and I am joined today on our podcast with Jennifer George from the Northern Arizona Roof Services to talk about Roofing With a Purpose. Jennifer, so good to see you. How are you doing?

Jennifer George: Oh, I'm super excited.

Lauren White: Yeah. We're happy to have you here. So why don't you just start us off and tell us who you are and what you do at Northern Arizona Roof Services.

Jennifer George: Sure. I am owner and president of Northern Arizona Roof Services. We have been in the roofing industry. My partner, Ani Diaz and I, for over 45 years. I actually was the former executive director for the Arizona Roofing Contractors Association. I was with that organization for 10 years with the last three being executive director. And then a couple years ago we decided to branch out, start our own roofing company up in Flagstaff, Arizona and that's where we're at.

Lauren White: Amazing. And so today we're talking about giving back to our communities, which the roofing industry, for people who aren't familiar, there's so much giveback efforts, so many that people do year-round. So I'm really excited to talk about this and what you're doing. So can you tell us what inspired your company to start giving back to the community and how does that align with your core values?

Jennifer George: Giving back to the community has always been at the heart of who we are as individuals and also as a company. From the very beginning, we recognized that our business isn't just about roofing, it's about people in the communities that we serve. Whether there's opportunity, support, sense of belonging, it just feels right for us to give back. So whether we're volunteering, donating resources or supporting initiatives, it's not just about giving for us. We see it as an investment.

Lauren White: That's great. Yeah. Definitely. Investing in the community around you and yourselves in terms of that giving back and it feels good to give back to your community who gives so much to you.

Jennifer George: It does. For sure.

Lauren White: Absolutely. So what are some of the initiatives or community programs that your company participates in and how do you go about choosing which causes to support around you?

Jennifer George: That's a great question. Our company is deeply committed to supporting the community through a variety of initiatives and programs. We actively participate in local donation drives, sponsor community events and partner with organizations to create a positive impact. For example, members of our team volunteer at the Flagstaff Family Food Bank. We've donated in-kind raffle items for various charitable events, offered roof repairs with Northern Arizona Alzheimer and Dementia Alliance for elderly patients in their programs and we strongly support the Camp Rudy Arena Association and the events hosted there. When it comes to choosing causes to support, it really comes down to a variety of factors. From what we are passionate about and want to support or it could be the amount of exposure for the investment, to helping our community during challenging times or for long-term growth.

I'll give you an example. We looked at a roof in Williams and the homeowner is part of the Kiwanis Club. He was on a committee to host a car show. It was a simple question I asked. "Do you need a sponsor and raffle item?" His response was, "Yes, we could use a raffle item," which gave me the go-ahead to do some shopping. I found a large Blackstone griddle with a lid on sale for less than 200. Sold. And best of all, I was able to have it shipped directly to him. So for $200, a question asked and push of the button, we received recognition within the club and the community leading up to the event, the day of the event, made a raffle winner very happy, supported a great organization and allowed them to generate additional funds for their causes. By working with individuals, companies or organizations, we believe we can create a lasting positive impact on the lives of those around us.

Lauren White: Amazing. What a cool story. So in what ways do you think community engagement contributes to your company's reputation for trustworthiness and reliability?

Jennifer George: So having spent many years in the nonprofit sector, I have found that community engagement plays a huge role in shaping a company's reputation for being trustworthy and reliable. When we show up in the communities we serve, it demonstrates that we're not just here to do business, we're here to make a difference and that we are invested. Being active in the community also allows us to build genuine relationships and it's about relationships. When you're consistently involved in meaningful ways, it builds trust. People feel confident working with you. And when you're engaged in the community, you're visible. You're part of the conversations in the growth of the area, and that visibility reinforces reliability that people know they can reach out to us and that we're going to be there for them. It's an authentic commitment to doing what's right and that your actions align with your values. It's not something you can fake.

Lauren White: Totally. I think that's an important thing to remember, right? The more that your name's out there, the more people are going to be like, "Oh, who are they? What are they doing? They're so involved. Let's get to know them and let's use them for our next roof." Or whatever their need might be. Yeah.

Jennifer George: Absolutely. Right. Or if you're involved in things that they're passionate about too, it just aligns with your customers and we really want to work with people who want to work with us.

Lauren White: Yeah, absolutely. And just like-mindedness, right? Those things that you're passionate about, you have something to talk about and you have that shared interest and then it just kind of develops from there, which I think is really great.

Jennifer George: Exactly. Exactly.

Lauren White: And so have you noticed any connection between your charitable efforts and getting your name out there and increased trust or loyalty from your customers?

Jennifer George: Absolutely. We've noticed a strong connection between our charitable efforts and the trust and loyalty of our customers and the communities. We've earned new customers and projects through the connections by actively participating in organizational events, whether it's through financial contributions, in-kind support or simply showing up for meetings and events, our involvement has helped us to build not just a loyal customer base, but meaningful friendships as well. Then they become ambassadors for our brand and refer us to family and friends. It's a virtuous cycle. When we give back, it builds trust and loyalty and that trust enables us to keep growing and giving even more.

Lauren White: Yeah. Definitely. And so on the other side of things, so not necessarily the customers, but your company culture, how has this community involvement impacted your team's morale and overall company culture?

Jennifer George: Oh gosh. Our involvement has been a tremendous impact on our team's morale and company culture. When we come together to support a cause or participate in local events, it fosters a sense of purpose. It's not just about the work we do day to day, it's about contributing to something bigger than ourselves.

Lauren White: Gives us a sense of purpose. And we're doing that here at the coffee shops too. We're finding ways to get involved with our local communities and doing what we can to feel that connection.

Jennifer George: And it's really fun. I enjoy it. Getting out, being social. It helps you put your thumb on the heartbeat of what's going on within the communities. You learn what somebody's building, what someone's doing and yeah, it's just a great pulse.

Lauren White: Yeah. Well, and you never know who you're going to meet too or you ask that one question and it just leads to more and more things and here's a donation or how can we help.

Jennifer George: Well, and friendships. We have many clients now that are friends. We see them out and about. It's hugs and how are you doing? And how are the kids? And it definitely develops and foster amazing friendships and relationships.

Lauren White: Yeah. Which is so cool. I think that's what's also unique about the roofing industry, is that everyone is so connected and so willing to bring others in too, of like, "Hey, have you met so-and-so? Here's my new friend." And just grow that network. Which is fun. It's fun for me to be a part of that over my time in the industry too. So how have your past philanthropic efforts with the company shaped your approach to your community involvement today?

Jennifer George: We're a fairly new company, and I'm actually going to speak about my time with the Arizona Roofing Contractors Association. That time when I was with the organization was instrumental in shaping my approach to involvement in the roofing industry. Through ARCA, I had the opportunity to collaborate on initiatives that supported members, workforce development and charitable projects that directly impacted individuals, animals and families in need. It reinforced that idea that giving back isn't just about donations, it's about the industry and community involvement. One of my biggest takeaways from my experience was seeing the power of collective action. When businesses ...
Try that again. When businesses, industry leaders and community organizations come together, we can make a far greater impact than we ever could alone. That mindset continues to guide Northern Arizona Roof Services today. We focus on meaningful engagement, whether it's supporting local nonprofits, participating in the community events or using our expertise to help those in need. The relationships I built and the lessons I learned while in the nonprofit sector and through ARCA gave me a deeper appreciation for the role businesses can play in strengthening their communities. Now we take a proactive approach, always looking for ways to contribute.

Let me try that again. Now we take a proactive approach, always looking for ways to contribute, whether it's providing roofing support for charitable projects or simply showing up and being part of the conversation. It's about being a responsible business, but more importantly, it's about being involved in supporting the communities that support us.

Lauren White: Yeah. I know we've been talking about this this whole podcast, but there's just so much that people want to give back in the roofing industry and we love to highlight that. We call it caught doing good. We have a whole article section of all of these good deeds and charitable acts that various companies and individuals in the roofing industry are doing, whether that's people impacted by the LA fires or hurricanes or even just organizing some canned food drive or a clothing drive or something like that. And it's always so special to highlight those.

Jennifer George: Well, and you can think outside the box. We actually are currently roofing a women's shelter and just going to the manufacturer and explaining what we're doing, who it's for, then they gave us a credit that then went to our supplier, which then helped us cut down the cost a little bit for the estimate and the invoice. So you really can think outside the box and help in so many different ways that it doesn't have to come necessarily out of your pocket and it doesn't have to be something that's huge and big that everybody knows about. It could just be supporting an organization by being able to provide a better price by going to your manufacturer and distributor and asking for help on it.

Lauren White: Right. Exactly. All it takes is asking that one question.

Jennifer George: One question. That's how it is is one question, because it's an automatic no if you don't.

Lauren White: Right. Exactly. Exactly. Yeah. You won't know until you try.

Jennifer George: Exactly. Yep.

Lauren White: Yeah. Some of those things, you're not communicating with all of your customers, it's just something that you do. But for some of the charitable efforts that you are communicating, how are you getting the word out to your customers and do you get feedback from them? What does that look like?

Jennifer George: We believe in keeping our customers informed about our charitable efforts in a way that feels authentic and community focused. We share our involvement through social media. It is posted on our website and through conversations we have with our customers. We highlight these initiatives, not just to showcase what we're doing, but to inspire others to get involved as well. The feedback we've received has been overwhelmingly positive. Customers appreciate knowing that they're supporting a business that genuinely cares. We've also found that sharing our philanthropic work builds stronger relationships. It creates a deeper connection beyond just the business transaction.

More importantly, these efforts help reinforce our company's values. When customers see that we're actively involved, it strengthens their trust in us. They know we're not there just to provide a service, but to be a positive force in the community. And that trust is invaluable. It's what turns customers into repeat customers, which then turns into referrals as well as become friends.

Lauren White: You sound involved. How do you balance the demands of not only running a roofing business with the time and resources required for this community involvement and outreach?

Jennifer George: Balancing the demands of running a roofing business with community involvement is something we prioritize because we see it as an essential part of who we are as a company. The key is to integrating community engagement into our business, rather than seeing it as something separate. We approach it by being intentional with our time and resources. We plan ahead and look for opportunities where our skills or expertise or even our dollars can make the most impact by incorporating community involvement into our company culture. It doesn't feel like an extra task. It's just part of how we operate. It also comes down to having a great team, and we do have a great team here at Northern Arizona Roof Services. Everyone understands the importance of giving back, plus being involved in the community doesn't just benefit those we're helping, it strengthens our team and builds relationships. At the end of the day, running a business isn't just about the bottom line. It's about serving our customers while also investing in the community.

Lauren White: Right. Absolutely. The customers that you currently have and the potential future customers who are looking at what you're doing and seeing your involvement.

Jennifer George: In addition, I think it makes us approachable. I do have people that come to us that know that we're involved, that will ask if we would like to be involved in an event that they're doing. Just last week I had somebody who refers quite a bit to us ask if we wanted to participate in an Easter egg hunt at a local park coming up in April. And absolutely we want to do that. It's fun for us to be out there talking with the community members, watching the kids, helping sponsor. So I truly think it makes us approachable.

Lauren White: Yeah. Absolutely. For sure. And so for homeowners listening, in your opinion, why do you believe it's important for homeowners to consider maybe a contractor's community engagement when choosing a professional to work with?

Jennifer George: I think it speaks volumes about their values, integrity and commitment, not just to their business, but to the people they serve. When homeowners choose a roofing professional, they're not just hiring someone to complete a job, they're trusting them with their home and one of the most valuable assets. A contractor who's actively involved in their community is reliable, accountable and invested in building long-term relationships rather than just completing the transaction. We believe when a business is consistently involved in giving back, it demonstrates that they're not just there to profit from the community, they're committed to being a part of it. And that kind of dedication translate into how they approach their work, their customers relationships and their overall business ethics. So when homeowners are looking for a roofing professional, I encourage them to consider not just the quality of work, but the character of the company behind it.

Lauren White: Last question. In addition to your upcoming Easter egg hunt, are there any other give back efforts that you're currently working on or looking forward to this year?

Jennifer George: We do have a few things coming up. I do serve on the board for the Northern Arizona Alzheimer and Dementia Alliance, and we will be hosting a walk, which we have participated in before as a roofing company and we're also going to be hosting a golf tournament. In addition, we participate in what's called the Adopt a Grandparent and that happens around Christmastime. That's also an annual event. And then I often look for whether it is car shows, golf tournaments, anything we can do to help support organizations that do provide services.

Lauren White: That's awesome. Very fun. So lots to look forward to this year.

Jennifer George: Yeah. Absolutely.

Lauren White: Yeah. Well, very good. Well, this has been so wonderful talking to you about all of the give back efforts that you're involved in and what it means to give back in the roofing industry. So another great episode of the Ask a Roofer podcast. This will be available on the website, and you can find out more information about Northern Arizona Roof Services on askaroofer.com. Jennifer, it was so lovely chatting with you and I hope that we can do it again soon.

Jennifer George: Thank you. Yeah, absolutely. I've enjoyed it. And if anyone ever has questions, they're welcome to contact me. I'm happy to help and dive into more detail about supporting communities.

Lauren White: Yeah, absolutely. And asking that one question.

Jennifer George: Asking that one question. That's all it takes.

Lauren White: Yes, absolutely. Well, thank you again and we will catch you next time.

Jennifer George: Okay. Thank you, Lauren.

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