Since its founding in 2015, San Diego-based contracting firm The Roof Masters has become a respected name in California’s roofing industry.

When they started their business, Co-founders Rosa Oceguera-Verdugo and her husband, Rudy Verdugo, were driven by personal challenges and a desire for greater flexibility.

After their oldest daughter was diagnosed with epilepsy, the demands of Rosa’s government job — she had been employed by the city of Oceanside, a neighborhood in San Diego — made it nearly impossible to take time off for her care.

“My husband worked in construction his entire life, and I was a computer programmer and systems analyst for the local police and fire department,” Rosa recalled. “We sat down and decided to take a risk so we could have more time flexibility for our daughter and find better healthcare for her.”

After launching The Roof Masters, Rosa continued her government job for two years to ensure financial stability, a decision that, while hectic, laid the foundation for their future success.

A decade in, BuildZoom, a consumer evaluation website, rates The Roof Masters with a score of 120, placing it in the top 1% of more than 336,000 licensed contractors statewide using metrics based on licensing, permits and customer reviews.

A decade in, BuildZoom, a consumer evaluation website, rates The Roof Masters in the top 1% of more than 336,000 licensed contractors in California. Principals Rudy and Rosa Verdugo, showing some pride holding the company’s GAF Gold Elite certification, have worked hard to achieve the level of success Roof Masters now enjoys.

A Family Enterprise Built On Trust

From the outset, The Roof Masters is more than a business — as Oceguera-Verdugo describes, it’s a family affair; the couple’s relatives and close friends quickly became integral to the company’s operations. The close-knit environment has become one of the company’s greatest strengths.

“I have my sister, brother, sister-in-law’s niece’s nephews, my best friend, her daughter, and longtime friends all working with us. It’s truly family-owned and operated,” Rosa shared.

The division of responsibilities reflects the couple’s complementary skills. With his construction expertise, Rudy oversees field operations, quality control, and relationships with roofers on job sites.

Oceguera-Verdugo, leveraging her IT and administrative background, manages the office — handling human resources, accounting, marketing, and even designing the company logo and legal contracts.

“At the beginning, I did our website, designed our logo, and created our contracts because of my background,” she said.

Over time, they hired skilled professionals, allowing the business to focus on growth and innovation.

Roof Masters holds many events for both company employees and broader community throughout the year. “Our employees are involved in every event; it’s our number one team bonding activity,” Rosa Oceguera-Verdugo said.

A Service-First Mindset: It’s In The Details

In a competitive market, The Roof Masters sets itself apart by prioritizing quality over cost. The firm focuses on delivering exceptional workmanship and customer service, with 80% of its work in residential roofing — primarily reroofing and leak repairs — and 20% in commercial projects. For residential clients, the company emphasizes value and durability over low prices.

“We’re not the cheapest company, and we don’t want to be,” Oceguera-Verdugo stated.

A cornerstone of their approach is a “service mindset” that, Oceguera-Verdugo notes, permeates every interaction, training her team to pay attention to the minor details.

“We drill into everyone, ‘How can I be more valuable to the person in front of me?’” she said.

Whether a homeowner mentions an anniversary or a recent surgery, the team responds with thoughtful gestures like handwritten notes or small gifts. This commitment to personalized service has earned The Roof Masters a loyal customer base and glowing reviews.

The company doesn’t limit its community involvement to a single holiday; it extends throughout the year. Last summer, The Roof Masters gave away more than 300 backpacks filled with school supplies and also provided lunch for children from low-income families.

Strategic Market Expansion

While the company’s roots began in San Diego County, the Verdugos saw an opening to expand northward with changing weather patterns in Northern California presenting an opportunity.

“Northern California has had more rain than usual, so we decided to open up in Sacramento,” Oceguera-Verdugo explained.

She explained that two of her nephews now manage estimates in Sacramento while the firm maintains a roofing crew on standby — all part of a strategic initiative based on comprehensive market research.

The decision to bypass Los Angeles was equally deliberate. Focusing on less saturated markets, The Roof Masters has minimized competition and steadily grown its footprint.

“We did a lot of homework and talked to many suppliers and roofers. We learned that the Sacramento market is much better than LA,” she said.

Oceguera-Verdugo noted that the company’s growth has accelerated recently, having achieved a significant contract with her former employer, the city of Oceanside. The Roof Masters secured a $1 million contract to reroof the city’s Civic Center.

“That’s our largest commercial project to date,” Rosa noted, adding that the project will subsequently extend to other municipal buildings, including the fire and police departments.

While merit was the driver, Oceguera-Verdugo notes her familiarity as a former city employee didn’t hurt when the firm secured the seven-figure contract.

“When I went to do the RFP, I knew a few people from my days in the city, and they looked at our backgrounds, reviews, and profiles. It all worked in our favor,” she said.

The contract highlights the company’s capability in large-scale projects and reinforces its reputation as a reliable public and private sector work contractor.

Roofing is inherently dangerous, and ensuring employee safety is a top priority. “When we first started, out of 30 roofers, only five or 10 would show up,” Oceguera-Verdugo explained. By using games, raffles, and themed contests like pumpkin decorating last October, these meetings have transformed into team bonding experiences.

Safety Training: Innovative Approaches That Work

Roofing is inherently dangerous, and ensuring employee safety is a top priority; early on, Oceguera-Verdugo said, low attendance at safety meetings was challenging.

“When we first started, out of 30 roofers, only five or 10 would show up,” she said.

Rather than enforcing mandatory attendance, Oceguera-Verdugo took an innovative approach inspired by Tony Robbins, the motivational speaker, transforming safety meetings into engaging events.

With games, raffles, icebreakers, and even themed contests, like building a gingerbread house in December or pumpkin decorating in October, these meetings have become team-bonding experiences. This approach has boosted attendance and reinforced critical safety training in fun and engaging ways.

The results speak for themselves: Oceguera-Verdugo noted that insurance auditors are often surprised by the company’s low workers’ compensation modification rate, which reflects excellent safety practices and employee motivation.

“They say our numbers are super low compared to other companies, and I credit that to our constant, weekly safety meetings and team bonding,” she said.

Oceguera-Verdugo’s IT background enabled her to spot inefficiencies early. In those early days, roofers would send photos of projects to her husband, who manually uploaded them. Seeing an opportunity for improvement, she introduced software solutions to streamline operations.

Today, The Roof Masters uses JobNimbus, a customer management software platform Oceguera-Verdugo customized with various APIs. The integration has cut appointment booking times and enhanced communication between field crews and office staff.

The Roof Masters also employ QR codes for instant employee feedback, addressing job site issues promptly.

"We use technology to bridge the gap between the field and the office,” she remarked.

The company’s social media strategy has evolved significantly. Initially, their Instagram showcased only photos of roofs, but Oceguera-Verdugo redirected the focus to highlight the company’s culture and its people.

“I looked at our posts and thought, ‘This is so boring,’ so I changed our social media to feature more of our culture,” she explained.

Today, video content and behind-the-scenes glimpses foster customer trust and generate referrals.

At a recent Christmas parade, The Roof Masters gave away 1,000 books, coloring books, and puzzles. By volunteering at shelters and connecting directly with locals, the firm has positioned itself as a roofing service and an essential part of the Oceanside, Calif. community. This commitment reflects Oceguera-Verdugo’s core belief: "If you can't donate money, offer your time.”

A Community-Wide, Service-First Mentality

For Oceguera-Verdugo, a service-first mentality goes beyond customer care and encompasses the entire community. The Roof Masters organizes annual events that reflect this commitment.

“Last year for Thanksgiving, we fed 350 families in our office,” she shared.

The event included an entire box of groceries for each family, an on-site turkey dinner and a petting zoo featuring animals from the Verdugo’s ranch near Carlsbad. This year, she said, her goal is to serve 500 families.

The company's commitment to community involvement goes beyond one holiday — it extends throughout the year. Last summer, The Roof Masters distributed over 300 backpacks filled with school supplies and provided lunch for low-income children.

At a recent Christmas parade, The Roof Masters gave away 1,000 books, coloring books and puzzles. Oceguera-Verdugo recalled a touching moment when the company adopted a family — helping a young person who lost both parents in a car accident by providing groceries and presents.

“Our employees are involved in every event; it’s our number one team bonding activity,” she said.

This strong sense of community upholds Oceguera-Verdugo’s fundamental principle: "If you can't donate money, contribute your time.”

Through volunteering at shelters and directly engaging with locals, The Roof Masters has established itself as a roofing service and a vital part of the Oceanside community.

Addressing Labor Shortages And Immigration Challenges

The current climate of shifting immigration policies has undoubtedly impacted the roofing industry and, as a Latina, Oceguera-Verdugo is keenly aware of its impact on her community. Many of The Roof Masters’ workers are Latino, and changes in immigration enforcement have led to heightened anxiety within the community.

Oceguera-Verdugo described how fear has permeated every level — from the job site to local schools.

“My daughter told me half of her middle school class is empty because parents are leaving,” she said.

In some cases, emergency preparedness cards are distributed to children in case their parents are deported. However, rather than engaging in political protests and leaving the company open to scrutiny, Oceguera-Verdugo says she focuses on education and reassurance.

“I tell our workers to educate themselves. Knowledge is power,” she explained.

She also speaks at panels and roundtables, advising American business owners on how to connect with Latino workers.

“If an owner only speaks English, it’s very hard to connect. I show them how to bridge that gap,” she added.

Yet, despite these challenges, The Roof Masters continues to attract talent. Oceguera-Verdugo receives messages on Instagram from prospective employees eager to join a company that treats them respectfully.

“My employees are my customers; this philosophy has helped us maintain a strong and stable workforce even during uncertain times,” she said.

Understanding that a satisfied team is essential for long-term success, Oceguera-Verdugo has implemented creative ways to engage and retain her employees.

Two years ago, the company took 65 employees and their families on an all-expenses-paid trip to Hawaii — a first for many. She recalled a memorable moment in an elevator when one employee’s child, riding in a lift for the first time, needed gentle guidance.

“Seeing those first experiences bonded our team in a way that no monetary bonus ever could,” she said.

Recently, the company organized a summer dinner cruise on a yacht in San Diego Bay, featuring a mariachi band and a DJ.

“It was the first time many of our employees had ever been on a boat, and the joy on their faces was priceless,” Oceguera-Verdugo noted.

These events are not just perks but crucial for creating a work environment where every employee feels valued and motivated.

“When our employees are happy, they take care of our customers. It’s a straightforward formula,” she explained.

The Road Ahead

Looking forward, Oceguera-Verdugo remains optimistic even as the future seems more uncertain. The company is actively pursuing additional municipal contracts and exploring further expansion in residential and commercial markets.

“We’re always competing against ourselves — striving to be better than we were last year,” she said.

From continuous refinement of safety protocols to integrating new technology, reducing operational inefficiencies keeps the company nimble.

“I’m always looking for ways to cut down our booking time and improve communication,” she said, referring to the integration of customized software solutions.

For roofing contractors, the lesson is clear: leveraging technology and maintaining a service-first mindset can yield measurable improvements in efficiency and customer satisfaction.

“I always tell our team, ‘Treat each other as if you’re each other’s clients,’” she said.

This philosophy underpins every decision at The Roof Masters and is a reminder that success in roofing is built on relationships and trust.

As Oceguera-Verdugo succinctly puts it, “My employees are my customers.”