When you think of a roofer, what comes to mind?

Be honest. You may not have had an empathetic, caring individual in mind.

That’s the image that’s been created over the years of many folks in the construction field. Gruff, blunt, and rough around the edges. That’s a connotation we’re trying to change here at Red Dog’s Roofing, though.

From our Customer Care / Call Center, to our Project Consultants, to the Roofing Professionals and Project Managers, we’re making a major shift in who we hire and how we interact with our customers.

Buying a roof isn’t easy. We get that, and we understand it. 

In many cases, it’s something our customers need, not want.

It can be costly, and the day of production can be noisy. I mean, we’re ripping a roof off of a house and nailing a new one back one.

But here’s the thing. Empathy may not be an entirely trainable quality, but we can certainly hire the right people who are. When a customer calls us, they need someone who can guide them honestly through the entire project and process. From financing, to shingle colors, and warranties, to  What is trainable is the ability to convey that information in a caring, human way.

A precursor to conveying that information is listening. When our Project Consultants arrive to inspect our customer’s property, we want to find out about what’s going on, what their preferences are, and to know a little more about them. We want this to be a process where YOU are in control of what happens to your home

Ultimately, roofing is a compassionate business. We’re protecting what may be your biggest investment, your material possessions, and most importantly, you and your family. That’s a huge responsibility that we take very seriously. 

With the advent of AI and the automation of many of the human tasks we have, the future of any successful business will ultimately have to rely more heavily on human, soft skills that are either brought in or taught in the workplace. We’re no exception. 

Communication, listening, conflict resolution, critical thinking, problem solving, time management and empathy are all key human factors we will need to rely on more in the future. 

After talking to both students, and teachers, we’re finding that kids coming out of school from the COVID generation are lacking much of the soft skills I mentioned above. As generations progress, we’re finding ourselves behind phone screens more often. The need for human contact and acceptance is still there, but the delivery is different. We’re getting it through Social Media, and texting or messaging. 

In short, we’ve basically stopped physically talking to one another.

Not only does that hamper our communication skills, but it also prevents additional skill learning from the other soft skills, as they need to be experienced, vs. taught about in a classroom or by watching a YouTube video.

In conclusion, when you buy something, like in our case, a roof, communication is imperative throughout the entire process. 

A customer calls our Customer Care Center. They have the ability to empathize and ask the proper questions to set the appointment for us to go out and inspect the roof.

Our Project Consultant shows up at the house and is able, after doing a full inspection, to explain exactly what’s going on with the roof, what the right steps are to rectify the issue, and what the cost will be. They are also available and willing to listen to any concerns or questions customers may have, in order to ensure the project is done to their liking.

If the customer purchases the service, our Office Manager will explain the next steps in the process. When the crew will show up, when a dumpster and materials will be dropped off, and anything a customer may need to do ahead of time, like mow the lawn for easy nail pickup in the yard.

When the crew shows up for the job, our Quality Manager introduces themselves, and explains the process that will happen for the day. Should anything arise during the course of the project, they will work with the customer to rectify any issues or changes to the job. 

As you can see, communication is an integral part of what we do on a day to day basis. 

That doesn’t even include the behind the scenes communications of obtaining permits, directing crews on the roof, contacting vendors for materials, and the inter-office communications that go on for scheduling and other behind the scenes items.


We’re always growing and expanding our community outreach at Red Dog’s Roofing. If you have any great suggestions, or if you’re associated with a non-profit organization that could use assistance, drop us a line and let us know at info@reddogsroofing.com.

Red Dog’s Roofing is a local, community focused roofing company based out of Fitchburg, Massachusetts, who have provided exterior remodeling solutions for generations. Their newest initiative is supplying guidance to the next generation of tradespeople by offering resources, encouragement, and solutions to make them more empowered choices in their careers and in their lives. http://www.reddogsroofing.com