Construction Business Review

Hoffman Weber
Rendering the Crowning Glory to Houses

Matthew McDaniel, Chief Marketing Officer, Hoffman WeberMatthew McDaniel, Chief Marketing Officer
The roofing industry is witnessing an increasing demand due to the growth of single-family housing, multi-family housing, and non-residential markets. Roofing contractors have been playing a crucial role in meeting this demand. However, addressing the concerns of homeowners holistically continues to be a challenge. Be it a restoration or refurbishing, to ensure the expected return on investment, several factors ought to be scrutinized thoroughly, such as the type of roofing required, the installation process, the cost, and the maintenance. Hence, there is a need for a consultative approach instead of a product-centric one.

Hoffman Weber Construction, Inc., based out of Minnesota and Colorado, fulfills this need comprehensively by raising the awareness of the customer and bringing in transparency. The company focuses on making the engagement process convenient for the customers by exploring all options and providing them with a detailed cost breakdown to help them make an informed decision. “Process and communication are vital for any type of construction. We follow a consultative approach, rather than a high-pressure selling approach. We strive to be a credible resource for clients and that starts with our first meeting with the customer, followed by a continuous engagement through project completion,” says Matthew McDaniel, Chief Marketing Officer, Hoffman Weber.

Awarded as Minnesota’s Best Roofing Contractor last year, Hoffman Weber has earned the reputation by educating its customers, whether on the products, the installation process, or the return on investment. Instead of giving one price, one line item, the company breaks down its estimates and provides flexibility concerning the selection of the product to be used. It also offers financing, which many other roofing contractors lack.

The company works with different finance companies to provide a range of options, depending on the customer’s credit rating. In the case of a storm-related restoration project, the firm works with the customer’s insurance company throughout the process to make sure that all the legitimate damage is accounted for while arriving at the value of the claim.

After setting an appointment, Hoffman Weber starts by performing an on-site inspection to understand the type of home and existing roofing material the customer has. The company acquires information regarding the kind of roof the customer would need, depending on the weather conditions and the expected lifetime of the roof. “Based on our on-site inspection, we suggest the best fit for the clients as per their budget, home type, and neighborhood, thus making sure that they get a product that is suitable for them and their needs,” adds Matthew.

The company refrains from pushing one specific product and uses visualization to help the customers zero in on the product they want to be installed. Through a 3D visualizer, the customers can know how the product would look after the installation. By offering them the design beforehand, Hoffman Weber endows them with confidence in color selection, the look of the roof, and the product before deciding. The company also has state-of-the-art showrooms where clients can walk in to understand the products better.

When it comes to maintenance, the company follows a proactive approach and provides preventative maintenance programs to HOA’s and other common interest communities. It conducts drone inspections and documents the findings to keep the clients informed about the repairs and a timetable for budgeting.

We follow a consultative approach rather than a high-pressure selling approach. We strive to be a credible resource for clients, and that starts with our first meeting with the customer, followed by a continuous engagement through project completion


Moving ahead, as the roofing industry starts to adopt solar panels, Hoffman Weber currently partners with solar installers and plans to become an installer soon. Driven by the urge to fine-tune its customer experience, the company has also created a platform called ROOFLE to allow customers to buy roofs online (Roofle.com). As for expanding its reach, the firm is also looking to open a new office in Florida in 2022.