Elite Roofing is a commercial roofing company headquartered in Philadelphia that specializes in TPO roofing systems. It was founded by Paul Cooper and Rafi Levy almost 35 years ago and has since grown into a national roofing leader. The company is a member of the prestigious GAF Chairman's Circle (CCC). A strong family culture with employees and high-stakes clients alike, and leaders who aren't afraid to join in the work, has led to their significant growth. Here is the story of how they developed from a regional Delaware Valley outfit to a national powerhouse generating over $75 million in annual revenue and what they learned along the way.
Evolution & Technical Mastery
Elite Roofing began with torch work and shingles in residential and commercial settings. It later transitioned to focusing on single-ply TPO roofing, where it became a national leader in the industry. Its success hasn't come from luck, but from achieving a technical mastery with a priority on client satisfaction above all else.
With a specialization in TPO systems, they provide value to clients by analyzing architectural specifications to come up with a plan that features cost-effective alternatives that work just as effectively. This helps their clients save significant capital while maintaining warranty protections. It also shows clients the value they place on their relationships and earns their trust in knowing that they’ll have their best interests in mind. Cooper says, “When a customer comes to us, we look at it like we're the customer. What would we do for them if it were my roof?”
The company has also prioritized making itself accessible to clients while treating them like family and addressing concerns immediately as soon as they come up. It's this level of customer service combined with master craftsmanship that has led their growth.
The "Family Approach" Culture
The company operates on a flat hierarchy where owners lead by example and employees are treated as partners rather than just any other staff. Paul and Refi demonstrate their commitment to this by never placing themselves above the smallest tasks. They've even taken part in routine maintenance, which really demonstrates to their employees that the work at any level is important and that no work is above or below any team member.
A very humane approach to work-life balance has also earned them the buy-in from their employees. They encourage their employees to spend them with their families. A "no-penalty" culture for mistakes helps the company focus on collective problem-solving and learning from mistakes rather than simply penalizing individuals.
It also helps harmonize employee relationships and create an environment where collaboration takes precedence over competition. This dynamic is what they believe has helped their team drive authentic communication and led to high-performing employees.
Operational Excellence & Scale
Elite Roofing has achieved operational excellence on such a large scale thanks to the strong team it has built. "We did a lot of trial and error, went through a lot of different people but it did not happen overnight. It was very costly to get to," says Cooper.
Vice President of Sales Jake Hegel has led the sales team for the past 3 years. Strong beliefs in giving salespeople autonomy and the support tools have directly led to $22 million in sales over the past three years. But the lessons that have gotten them this far had to start somewhere.
Their initial turning point came when they started working on the Bell Works project in Holmdel, New Jersey, which took them six years to complete. This massive project involved TPO roofing installations, replacing 4,200 pieces of custom glass from Spain, and building the largest facade solar system in the country at the time. This project taught them a lot, from managing employees to setting up systems for such large projects.
While AI has certainly caught their eye and they've looked into how it can improve bid analysis, they stay true to their principles. They remain committed to the belief that the industry relies fundamentally on personal touch, and that's something that AI won't replace.
Despite their immense growth, they're not done yet. While $75 million in revenue is an impressive milestone, the next goal is $100 million. It's this type of goal setting and steady progress, one day at a time, that has driven them all the way.
They don't sit idle when the roofing season in the area is over, either. "We never stop, even when it's slow, that means we go out and sell harder," Cooper says. With a national presence, the company can offer year-round employment by moving crews between regions such as Florida, Texas, and the Northeast. This helps them retain staff, reduce employee turnover, and continue to grow their revenue.
Leadership has also found that managing personal and professional anxiety is absolutely critical to long-term business success. With bigger projects come more worries and headaches around managing employees and reputation, but also opportunities for branding and growth.
The GAF Partnership
Elite Roofing is part of a select group of contractors to be named as a GAF Commercial Chairman’s Circle contractor. This exclusive recognition rewards the company as a leading roofing contractor in the low-slope, commercial roofing industry and differentiates them through their consistency in their quality of work, excellent reputation for service, and a sincere dedication to their employees and the communities in which they work.
Only businesses that have met consistent success on projects of various sizes and complexities can meet this qualification. With experience installing nearly 232,600 squares of GAF-guaranteed commercial roofing systems and having obtained 245 Diamond Quality Installation certificates, Elite Roofing has rightfully earned its place. This also allows them to offer GAF's best guarantee, the Diamond Pledge™ NDL Roof Guarantee.
"I use it to the fullest and explain to people that out of 35,000 contractors in the country, where one of sixty-five", Cooper says. With such a limited membership that only a few companies can claim to form part of and benefits for being in it, the GAF Chairman's Circle designation forms a strong part of their marketing.
