The people-driven path to roofing excellence

By Jesse Sanchez. 

Industry expert shares how building a strong culture became their key to business success. 

In this episode of People Make Roofing, Chris Coryell makes one thing crystal clear: roofing isn’t just about shingles and sheets; it’s about people. “I have to mention, our company is what it is because of our team. We, hands down, have the best team in America,” Chris said, tuning in to the conversation from Mule Alley in Fort Worth, Texas. Chris, the founder and CEO of Coryell Roofing, joined hosts Heidi J. Ellsworth and Luke McCormack, CEO of Roofing Talent America, to talk about the force behind his company's rise: a relentless focus on culture and retention. 

Chris’s team-first mindset isn’t lip service. “You have to build a culture where people don’t want to leave,” he said. That simple statement underpins the company’s ongoing success, which includes years of recognition as a top Duro-Last® contractor and a loyal workforce that spans six states. Many roofing companies struggle with hiring and turnover, as 80% cite it as their biggest challenge, Luke stated, referencing the National Roofing Contractors Association (NRCA) report. However, Chris insisted it’s more than just filling positions. “We focus on culture. I don’t even care what kind of degree you have or skill set, if you fit our culture, we can extract value,” he explained. 

That culture is grounded in three core values: excellence, integrity and growth. Every hire, from new recruits to senior leadership, is evaluated against them. “If they don’t fit, then we can’t do anything about that,” Chris said plainly. The company’s adoption of the Entrepreneurial Operating System (EOS) has further sharpened its team-building strategy. “It’s been instrumental in our entire team’s view on growth and leadership,” Chris noted, crediting EOS with helping the company stay aligned as it scales. 

Compensation, too, plays a critical role. Chris shared, “Roofing can be hard work, but owners have to step up and recognize you’ve got to pay your people and you’ve got to treat them right.” In an era where retail and delivery jobs often outcompete trades on pay, Chris’s position is unapologetically pro-worker. The conversation doesn’t shy away from calling out outdated industry habits. “Roofing contractors in general aren’t viewed favorably, it’s almost that used car salesman mentality,” Chris admitted. His solution? Be the bridge. “I want to be a resource in this industry where I bridge the gap between the property owner, policyholder and the insurance carrier.” 

Read the transcript, Listen to the podcast or Watch the webinar to learn more about how Chris Coryell’s people-first philosophy is redefining success in roofing!