Valuing culture over commission

By Jesse Sanchez. 

Learn how this roofing company stays grounded in culture, values and a long-term view of success in an ever-changing industry. 

When asked about the biggest force driving Sutter Roofing’s longevity, Brad Sutter, owner of Sutter Roofing didn’t hesitate; it’s  people. “Having a capable staff is the only way companies could be successful,” he said on this episode of the People Make Roofing podcast. But in his view, it’s not just about hiring talent, it’s about building culture. 

“Once you start talking about people, then you start talking about specific companies. And then what you really are getting into is the culture of the company,” said Brad, whose fourth-generation roofing company has grown to four offices and nearly 300 employees in Florida. 

In an era of rapid consolidation and private equity rollups, Brad pointed out a key distinction: “It's all about growth. It's all about sales and dollars. And that's fine. But it attracts one type of person.” His company? It attracts another. For Brad, culture isn’t theoretical; it’s tactical. “We publish our core values. We talk about what's important here,” he explained. “It can be reinforced every day. And it can be ruined in a quick amount of time.” 

Brad believes culture starts at the top but lives in the everyday. “We talk about it from the bottom to the top,” he said. “This is what's important at this company. And we reinforce that and we talk about why that's important and what we're trying to achieve.” That focus shows up in small details like safety meetings and referral bonuses and in major decisions about hiring and leadership. 

He also emphasized the importance of attracting and developing younger generations by aligning them with the company’s values and mission. “You will never know what someone's aspirations are until you start asking those questions and try to see what they see as their own path,” he said. “We want them to see that there's room for advancement for them too. And that's an important factor.” 

For companies hoping to retain talent, Brad's message was simple: culture isn’t a slogan, it’s a system. “It may never be perfectly in alignment, but if your values are consistent and you're always moving down that track in that same direction, I think you get a lot of commitment and buy-in.” 

Listen to the podcast to learn more about how Sutter Roofing builds and protects its culture!