How Trust Roofing built a 5.0 reputation machine (and how you can too)

by Adam Sand, Roofing Business Partner.

Six tips to for developing a reputation that builds a sustainable business. 

1 - Five-star reviews don’t start with marketing — they start in the field.

Most roofers think a five-star reputation comes from asking harder, begging more or training sales reps to “close the review.” Here at Roofing Business Partner, we know this isn't the case.

In reality, as Robin Scherer, CEO and owner of Trust Roofing, points out, it starts with a team culture where everyone understands the mission: “We aren’t happy unless the customer is blown away.” That means incentives, visibility and celebrating wins publicly. But even that’s not enough. Culture without structure collapses. 

This is where the deeper truth emerges — one very few contractors want to face: you cannot produce consistent five-star outcomes without a system that produces consistent five-star experiences. And that system lives and dies with the field service management platform you run your operations on. 

2 - The secret weapon: An Uber-like customer experience 

There’s a reason homeowners brag about companies like Trust Roofing: “The crew showed up early, tore off before lunch and had impeccable communication.” That doesn’t happen by accident — it happens because the production manager knows exactly what’s happening in the field, the homeowner gets real-time updates and the crews have clear instructions and accountability. 

The technology that enables all this is Zuper — the field-service engine we implement for our RBP clients. And I’ll be blunt: If you want Robin-level reviews, you need Robin-level visibility, accountability and coordination. 

Zuper gives roofers: 

• Live crew GPS and status 
• Automated customer updates 
• Photo documentation synced to CRM 
• Production checklists 
• Scheduling that eliminates “black holes” 
• A clean, predictable customer journey from inspection → install → completion 

We’ve built a custom integration that pairs Zuper with HubSpot, giving owners a true Lead-to-Google-Review operating system.

This system is what enables Trust Roofing to execute Robin’s playbook at scale — because you cannot ask a customer for a review when the process they went through was confusing, slow or chaotic.

Software doesn’t replace leadership, but leadership without software collapses under growth. 

3 - Fix problems fast — Or they become permanent 

Robin made another critical point in his post: when a negative review appears, senior leadership acts immediately. This is something I teach all my clients: Bad reviews are not “customer service issues” — they are operational warning signs. 

Most owners delegate their reputation… but you cannot delegate risk. When the executive team responds instantly, three things happen: 

1 - The customer feels heard. 

2 - The team sees leadership’s standard. 

3 - Micro-cracks in the process get sealed before they become structural failures. 

This mirrors Alex Hormozi’s principle: The biggest threat to any company is ignoring the thing that is actually burning the house down. 

Trust Roofing doesn’t ignore smoke. They investigate the source. And that’s why their reputation compounds. 

4 - The math behind 1,000+ reviews 

Let’s break the numbers down simply: 

• If you close 400 jobs a year 
• And convert 60% to reviews 
• That’s 240 new reviews per year 
• In four years, that’s 960 reviews 

But here’s the truth: most companies don’t have a review problem — they have an experience problem. 

When the job feels chaotic, customers avoid leaving a review because they don’t want to lie. When the job feels seamless — like Trust Roofing delivers — they want to write one. That’s the difference between growth and stagnation. 

5 - Want results like this? Join the conversation. 

If you’re serious about tightening up your operations, stop scrolling Facebook groups and start surrounding yourself with owners who are actually improving their companies. That’s why I built the subreddit: r/RoofingOperations 

It’s the only roofing forum dedicated to operations, not marketing hacks or “closing tips.” It’s where owners like Robin openly share what’s working. And it’s where the future leaders of the industry will come from. 

6 - Learn the Zuper + HubSpot System that makes this possible 

If you're ready to build your own Lead-to-Google-Review operating system, you can learn more here:  https://www.roofingbusinesspartner.com/zuper-hubspot-integration 

This is the same foundation we implement for companies like Trust Roofing as they scale. Because in today’s market, reputation is destiny.