Robin Scherer

27 y/o entrepreneur. Built a 30+ million dollar retail roofing company in 4 years. Sharing my thoughts and journey on business and more

[Robin Scherer @RobinRoofs]

First billboard up! I will update after we have it going for a few months if I am seeing direct ROI or sales correlating to it.

Even if I don’t this is a brand play, I want to be the dominant roofing brand in my zone.

This brand was a twinkle in my eye just a few short years ago.

From experience building this, my advice is don’t doubt yourself, go all in, amazing things are possible!

[Robin Scherer @RobinRoofs]

One of the most important steps in a successful commercial roofing project happens before a single sheet of roofing material is installed.

Last week we completed our pre-construction walkthrough for an upcoming 30,000+ square-foot commercial condominium roofing project, 14 stories high.

On projects of this size, the details matter. During the walkthrough, we verify flashing measurements and quantities, identify and solve small conditions that may not appear in the original scope of work, confirm staging and material locations, review safety considerations, and make sure every member of the team and building ownership is aligned before production begins.

For our commercial pre-construction meetings, we bring together the key players on the project: the Commercial Foreman, Project Manager, original Sales Representative, and when applicable, manufacturer representatives. On this project, we were also joined by our manufacturer’s representative from Polyglass, whose torch-down roofing system will be installed on the building.

This single meeting helps get every piece of the project cohesive before launch and done right dramtically makes the job run smoother

Excited to get this one underway. A 14-story roof with this many details and equipmentis always a unique challenge, and our team is ready for it!!

[Robin Scherer @RobinRoofs]

One of our team members posted this lovely hand written testimonial handed to him by a client today. We have over 1400 five star reviews online, but something hits different about this, In a world as fast paced as ours from an older client who doesn’t use computers and he took that time and energy to write his sales rep this means something.

The roofing industry is tough, I scaled this co. because I wanted to deliver a better experience to homeowners out there then what other scaled companies were doing. We arnt perfect though, sometimes we miserably fail in the attempt to hit our high standards we have set out and that’s tough.

More often then not we are hitting home runs, and results like this is a testimant to the incredible team at Trust Roofing, a team who cares, a team who relentlessly pursues the goal of customer service and a roofing process of excellence no matter all the roadblocks we encounter and keeps getting up and going after it week in week out.

[Robin Scherer @RobinRoofs]

How do you get told you’re the Mark Zuckerberg of roofing by a stranger in the middle of a commercial roofing quote?

I was out quoting a commercial metal roof today while training a new sales rep. I’m mid-pitch with the guy. We are standing in front of a Winn-Dixie here in Florida, going over some details, when a totally random man comes walking up to me fast and says, “Oh my God, you’re that guy I see on Facebook all the time. I’m starting a roofing company on the other coast here, and you’re such an inspiration oh my God!”

He honestly went on and on. At one point he referred to me as “the Mark Zuckerberg of roofing,” which was hilarious to me, but whatever haha!

I shook his hand, handed him a business card, and told him to reach out sometime and that I’d give him a tour of our office. I acknowledged him and then got back to the general contractor I was talking to.

I mentioned to the GC that the guy had seen me on Facebook and that I post a lot of content. I was pretty nonchalant about it, and then he says, “Oh yeah, I see you on Facebook and your videos all the time!”

It was interesting to see this whole “locally famous on social media” concept that we always hear about actually play out in a real-world situation. Just that random encounter built a little extra credibility for me and my company, with the GC, with the sales rep I’m training, and even with the random guy who approached me.

What’s funny is I don’t even think my Facebook social game is anything to write home about. I think there’s a massive amount of room for improvement.

That said, I am stronger than your average local contractor, and the main reason is consistency over a long period of time. I’ve been posting regularly pretty much every week, many weeks multiple times, and during some periods daily or even multiple times a day for about four years. Little by little, all those organic posts add up. I’ve also been running a pretty decent advertising and retargeting budget on social during that time. That obviously produces direct leads, but it also builds that “20-mile famous” effect.

I get approached pretty often in grocery stores and public places by people who say, “You’re the guy I see you on Facebook talking about roofing all the time!”

If I ever go out on a bid with my team, customers commonly say, “Oh wow, you’re the guy I see in the videos all the time!”

The point is, I’m really nothing special when it comes to Facebook. I’m just trying to display my knowledge and expertise in roofing, share information, and get out there. The real key is the longevity and consistency.

If you don’t already prioritize this, and you have a company that delivers products or services to a community, you should. It can have a huge impact on your business success.

[Robin Scherer @RobinRoofs]

Happy New Year all! 2025 was a wild ride for me. Lots of good and lots of challenges.

-Became a dad!
-Got married to the absolute most amazing girl out there.
-Company grew by 42%, hit 1,000 5 star reviews, placed #300 on Inc 5,000 2nd year in a row (#227 last year), and over 2,000 projects completed in Tampa Bay.
-Grew our team a ton with some amazing people.

It doesn’t come without challenges, growing a business this fast is the hardest thing I have done and it is extremely rigorous, but I am here for it.

2026 is a year for me to really dig deep in the roofing process, we have achieved a decent scale and a heck of a solid process for roofing, but “good” isn’t enough I want 5 star raving results of excellence every time without reservation and I plan to dig super deep this year into every process to achieve that, through training our team, through strengthening our culture, strengthening our systems etc. that’s what Tampa Bay building owners deserve and that’s what we are here to deliver.

All the while balancing that with being a great dad and husband for my family.

Here’s to making 2026 amazing!

[Robin Scherer @RobinRoofs]

@dylthorn Negative another one of my team members drives that

[Robin Scherer @RobinRoofs]

We received a small end-of-the-year award as the top customer from the wrap company that does all of our vehicle and equipment wraps.

These photos are of a few of my favorite wrapped assets from this year. Huge shout-out to Discount Signs and Wraps out of Oldsmar, an amazing team with genuinely great ownership. A local family business that just gets a lot of things right.

I still remember wrapping our first truck in 2022, right as we were starting our rebrand. At the time, it was terrifying. Almost $3,000 felt like a massive investment into a brand that was just getting started.

On top of that, we were rebranding, moving away from my family’s company name, T & G, which had been around since the 1980s. I had all the doubts:
Would this work?
Would the name land?

We spent a good amount of time trying to find a name that represented what we wanted to stand for in this industry. At the end of the day, roofing is about trust, trust in the work, the people, and the promise you make to a homeowner. That’s how Trust Roofing was born and stuck for as as the name of choice.

We decided to go all in on it.

Almost immediately, we started seeing bits of results. Little by little, calls came in from homeowners who simply saw one of our trucks parked in their neighborhood.

Fast forward this year alone we wrapped 25 equipment and vehicle assets. To this day, wrapped trucks are one of our top lead sources. If it’s the company’s and it moves, we wrap it.

One of the most impactful decisions we’ve made has been leaning hard into organic branding, which is funny to reflect on considering how scared I was to do this at start.

If there’s a takeaway here, it’s this:
If you believe in your brand and execute it correctly, this is one of the clearest paths to marketing success. The really important and hard part is doing a great job serving your clients so your brand is associated with a positive result. The results don’t show up overnight, but they compound in big ways.

[Robin Scherer @RobinRoofs]

Hope everyone had a very Merry Christmas and is ready for a great kickoff to ’26.

In my family we just welcomed the newest member, Amara Campos Scherer, born December 18.

I’ve wanted to be a dad for as long as I can remember, and that become a reality is truly incredible. Words can’t express it. She is so beautiful (she definitely takes after her mama there 🙂).

Shoutout to my amazing wife, who delivered this 10.5-pound baby at home like an absolute legend. I couldn’t ask for a better person to raise a family with!

[Robin Scherer @RobinRoofs]

Merry Christmas Eave!!

Here is a tough restaurant flat roof our commercial team replaced this week.

Some photos of damaged wood we replaced where they had some significant water intrusion. We installed a brand new tapered insulation system to help get the water moving toward the drains for them.

We installed a new counter flashing to terminate our flat roof where it meets old siding the are not replacing at this time. (This transition had been causing them leaks.)

A great shot of our telehandler in action which is a match made in heaven to get materials and debris on and off a tough to access roof like this over the existing exterior metal sections.

[Robin Scherer @RobinRoofs]

Reviews from a client like this are the best Christmas present!

Roofing can be a tough business, especially at scale doing 1500 roofs a year. Why is it tough? We are working on peoples homes and buildings, often their most precious physical asset and doing some of the most invasive exterior, home improvement work imaginable.

Our companies purpose is to create an extraordinary experience and have the customer very happy every time! We have impossibly high standards that we don’t always hit in the pursuit. Reviews like this though makes all the work well worth it.

This one was also 100% unsolicited, client posted it mid project on their own which started today! Big shout out to my team, having results like this is what it’s all about.

[Robin Scherer @RobinRoofs]

Talking about property protection for homeowner here in roofing process.

We cover every pool on any project with a tarp or plastic wrap in order to prevent debris from getting into the pool.

Not only is this not ideal or something homeowners want, any debris into a pool will end up going into the pool filter and can damage or break it.

I remember early on in my career learning this the hard way after not covering up a clients pool and being in swim trunks grabbing little pieces from the bottom of it, no fun!... (while maybe a little lol)

This is why we cover every one back to front now!

[Robin Scherer @RobinRoofs]

@DanEng321 Some hourly like technicians and smaller teams, larger crews are all paid on a production basis

[Robin Scherer @RobinRoofs]

@DanEng321 All crews from foreman down work for us and no one else, we have 9 crews like this, sometimes we have overflow and have to bring in some additional help, and have full on subs for things like Stucco and Gutters that we don’t fully in have in house yet

[Robin Scherer @RobinRoofs]

At scale, culture starts being such a key responsibility

Just had our 2025 Trust Roofing Christmas Party and moments like this still feel surreal.

This year, we had over 100 dedicated Trust Roofing team members in the room. But what meant the most to me was that every single roofing crew was there, the people actually building the roofs.

From day one, the goal with Trust Roofing has been to build a company where roofers are part of the team and the culture, not just the sales reps or the executives. A culture where everyone is on one mission together.

I started this company with a simple but ambitious idea: control the entire process, start to finish, especially roof production, so we could create an exceptional experience for homeowners and for the people doing the work.

I’ve always loved roofing, but I also saw an industry that too often lost sight of the client experience, roofing build quality and the people behind the work.

Now, as we’ve grown to 1,500+ roofs a year with a large, fast-moving team, I know firsthand how incredibly hard it is to deliver excellence every time at this scale. It’s not easy, not even close.

But we’re committed to it.

We won’t stop until we’ve built the most dialed-in, high-integrity, people-first roofing experience out there. And I couldn’t be more proud or honored to chase that daunting mission with this excellent team from our roofers to production, sales, and executives!

[Robin Scherer @RobinRoofs]

We love offering unique product offerings to our homeowners who want something a little bit different. This is a product called "Brava Roof Tiles" its a composite tile system that comes out absolutely gorgeous and has a ton of advantages:

-Very high wind speed ratings
-Lightweight so can be installed on structures that couldn't take normal tile
-50 year warranty (a realistic 50 year warranty though! unlike asphalt shingles lol)
-Great long term aesthetic.

[Robin Scherer @RobinRoofs]

@bhallcpa Extremely true point. We all can be guilty of it at times, I try to really work at getting in other people‘s perspectives in order to avoid this but again it is rad to be guilty of it as it’s only natural to base our opinions and our standpoints based off our experiences.

[Robin Scherer @RobinRoofs]

I find it hilarious that I literally posted this and there are tons of people running out of the woodwork to prove my last paragraph 100% right.

They see someone who is successful, and immediately they have to try to figure out how to lessen the success, “it must be because his dad had a roofing company”. “It must be because he had them as partners” “it must be because he had more money”, this or that.

These are the same type of people who I see saying that Elon Musk came from a rich family in Africa and that’s why he’s so successful and try to “lessen” the man for it (not comparing myself to Elon musk, but just to show how some people try to lessen success however they can).

Sure, I have some huge inherent advantages like being born and raised by a roofer and doing it since I was 15. I was also born in the United States the most fortunate country to be born in on earth in my opinion. Point is if you spend your time trying to figure out who has the advantages or who doesn’t or why someone else’s advantages make your failures or lack of success more acceptable I mean, you can do this all you want, but it isn’t going to get anything done or move you forward or provide any meaningful answers. It is a negative state of mind and negativity breeds negativity.

There is no award for whoever is the least fortunate.

There is only an award for hard work, high responsibility level and getting lots of shit done with the hand you are dealt. people can say I was dealt a great hand or a bad one, I was dealt what I was dealt and now I’m going to keep my head down, work my tail off and build something really special that impacts a lot of people or worst case fail trying and have a hell of a story!

[Robin Scherer @RobinRoofs]

Can you build an 8 figure roofing business in 3 years from scratch like Chris suggested?

Good amount of people jumping on this post with tons of reasons why this “can’t be done”.

I built a 30M roofing business in less then 4 years so I know he is being extremely realistic here.

Key in roofing right now is to turn away from the traditional insurance play and focus first and foremost on building a retail model and brand on social, in communities, at events, in networking groups. Brand and relationship focused retail roofing is not as much the adverse effect of slower storm and economic seasons like this year.

Other thing is a diversified approach to the roofing business, guys who just do shingles are going to have a tougher time in this current market then if you build a reputation for installing metal, tile, specialty products with excellence. Heck, my brother-in-law who sells for us just sold a six figure residential copper metal roof the other week. The owner was getting quotes from the top couple retail brands in the area. They don’t go to just anyone when they get quotes on these kind of projects, they go to folks they are highly recommended to or who have an incredible local brand. Me and my sales manager just fired off a million dollar quote, they called us because of our brand in the community.

Also retail commercial flat roofing which makes up 40% of our revenue is not a market nearly as impacted by storms. Commercial buildings owners want good roofs on their properties and over their tenants and that doesn’t change.

Beyond that just business basics, good marketing, sales, ops processes, taking GREAT care of your installers. Most businesses in roofing do not take good enough care of their installers so they are not able to attract and retain the best talent on an install level. In this current labor market, great quality and talented labor is one of the number one constraints so figuring out how to build relationships and take care of the blue collar workforce is paramount.

TLDR: It is very doable in 3 years to build to 10M in roofing if you have a great work ethic and understanding of business. One of the first pre requisites to doing so however, is an extremely positive, high responsibility and “can do” attitude. Which may sound cliché…. but many of the commentators here simply don’t seem to have it which is likely a large part of why they don’t have as much success.

[Robin Scherer @RobinRoofs]

@loganallec @EricWeishaar Okay you win I will go piss off in the forest like a good nepo baby.

[Robin Scherer @RobinRoofs]

Can you build an 8 figure roofing business in 3 years from scratch like Chris suggested?

Good amount of people jumping on this post with tons of reasons why this “can’t be done”.

I built a 30M roofing business in less then 4 years so I know he is being extremely realistic here.

Key in roofing right now is to turn away from the traditional insurance play and focus first and foremost on building a retail model and brand on social, in communities, at events, in networking groups. Brand and relationship focused retail roofing is not as much the adverse effect of slower storm and economic seasons like this year.

Other thing is a diversified approach to the roofing business, guys who just do shingles are going to have a tougher time in this current market then if you build a reputation for installing metal, tile, specialty products with excellence. Heck, my brother-in-law who sells for us just sold a six figure residential copper metal roof the other week. The owner was getting quotes from the top couple retail brands in the area. They don’t go to just anyone when they get quotes on these kind of projects, they go to folks they are highly recommended to or who have an incredible local brand. Me and my sales manager just fired off a million dollar quote, they called us because of our brand in the community.

Also retail commercial flat roofing which makes up 40% of our revenue is not a market nearly as impacted by storms. Commercial buildings owners want good roofs on their properties and over their tenants and that doesn’t change.

Beyond that just business basics, good marketing, sales, ops processes, taking GREAT care of your installers. Most businesses in roofing do not take good enough care of their installers so they are not able to attract and retain the best talent on an install level. In this current labor market, great quality and talented labor is one of the number one constraints so figuring out how to build relationships and take care of the blue collar workforce is paramount.

TLDR: It is very doable in 3 years to build to 10M in roofing if you have a great work ethic and understanding of business. One of the first pre requisites to doing so however, is an extremely positive, high responsibility and “can do” attitude. Which may sound cliché…. but many of the commentators here simply don’t seem to have it which is likely a large part of why they don’t have as much success.

[Chris Hoffmann @STLChrisH]

If I were starting at zero with less than $10,000 in the bank, here is how I’d build a $10M biz in 36 months.

Create a roofing biz from zero.

Step 1: door knock neighborhoods effected by storms

Step 2: close first sale (insurance claim eligible)

Step 3: recruit one high quality sub contractor

Step 4: complete job and collect revenue

Step 5: rinse and repeat step 1 + 2; reinvest in marketing, more door knocking lead gen, more sales reps, referral programs..

Why is this feasible?

Low / no capital required

Only need a hungry + strong sales aptitude individual

High gross margin

[Robin Scherer @RobinRoofs]

Sounds good! Your not wrong, also I hope anyone reading all this realizes that building a 10 or 20 or $30 million business is different than having a multimillion dollar liquid net worth, building a business boot strapped in the Quick fashion we have can be messy and is not for the faint of heart. We are still in the every day fight mode and that’s just where it’s at, we have a lot going for us, but nothing is assured.

My intention isn’t to make it seam ridiculously easy or that I am some sort of prodigy. I also know that great things are possible if one sets their mind to it. The Roofing space particularly to me has a lot of not great business owners taking market share which leaves an open door to skilled l, hardworking folks with business backgrounds and understanding of this stuff to take market share. I want to see this also as I want to see the industry professionalize more and more and get better.

Last thing I want is people who don’t understand the ins and outs of business taking 10k and wasting it of course and your right that can very easily happen.

You definitely came across a bit aggressive but I also get your POV and there are pleanty of bad actors trying to profit off of falsified stories I’m not interested in that and that’s for sure.

Thanks man for the good discourse and enjoy your night, congrats on your success as well!

[Robin Scherer @RobinRoofs]

We’ve built what we’ve built. It’s been very fast. We started from pretty little in the area. We have been recognized on Inc 5000 2 years in a row. Went from no employees to over 80 W2 in that time. Went from pacing for 1 roof a week to start physically installed myself, to over 40 projects a week today.

Of course, we are going to use our family business heritage in our marketing, We would be stupid to not, and that family business heritage is a huge advantage in knowledge and experience, etc. I completely agree with you. I am very proud of our family heritage and it does offer us a huge advantage, trying to start without that would be harder by far some have done it that way also for sure though.

I’m not here to embellish myself for clout, I could do a lot of that pretty easily. I don’t even post here that often, and if you go on my FB social media, I post about mostly the roof, the roofing process and my team who I am passionate about. If I were trying to embellish for clout, I would be selling some course or more focus here on X trying to build some sort of a following as a big business influencer I’m not I’m focused on my local community in my local business more than anything else which is why you will see me posting on Facebook way more than here.

I only even got on here because my brother Matthew told me that St. Louis Chris who I look up to had @ed me on a post so I hopped on.