Michael Armalis took his first job in roofing selling for a company with a century-long history in his native Illinois. He lasted one summer.

“I did it for one season and said, ‘This is horrible!’ and I swore the industry off forever,” he said recently — while on the road between roofing appointments for Roman’s Roofing, primarily servicing Indiana and Illinois.

He can’t pinpoint what kept him in the business, but Armalis bounced between roofing companies before opening Mid-America Exteriors in Aurora, Ill., in 2011. Restoration Builders Inc. bought the business in 2019 during that group’s initial wave of roofing acquisitions. He spent more than three years with RBI, which he called a tremendous learning experience, yet left him unfulfilled. When an opportunity to buy into Roman’s Roofing — an existing roofing company that had a problem with profitability but a lot of promise — he didn’t hesitate.

“It was really small, with a good reputation and a lot of room to grow, and this was an opportunity to work with good people, so I jumped on it,” he said.

Founded with a small team, Roman's Roofing took a new direction and scaled quickly. The company surpassed $1 million in revenue in the first year, hit $4.6 million in 2023, with 42% gross profit that helped pay off all debt, Armalis said. In 2024, Roman’s earned $13 million and officials project roughly the same for 2025, largely due to a slower storm season and an increased focus on retail renovations.

Armalis now oversees the operations, production and financial side of the roofing business, and has no plans to slow the grind while private-equity cash continues to flow into the roofing industry. Here are the highlights of our conversation.

What were the challenges you faced out of the gate at Roman’s?

Michael Armalis: We had the reputation that was built, the branding (named after co-owner Jeff Semko’s son), but there wasn’t a whole lot there, which was a good and bad thing because while there’s a lot to do, it allows you to build out from zero.

What is your mission statement and key attributes of your success?

Our mission statement is 'Protecting homes, building trust.' I’d say our key attributes are integrity, quality, customer-first approach, and a formidable team.

To maintain high-quality work, Roman's Roofing holds ongoing technical, manufacturer, and customer service training.
Photo: Roman's Roofing

What makes your team successful?

MA: We’re all about a high level of customer service, the performance aspects of the systems we’re installing and the feeling you get out of it. I started getting involved in production because sales is the promises that you make and production is keeping the promises that you made.

What are the challenges in your markets now?

MA: The Indiana market is more focused on storm work, and the Illinois market is more focused on retail, so there are variables there. In retail, sometimes you’re competing on price and value. While on storm work, if you’re the first ones there and have a good reputation, you’re more than likely to get the job. We’re trying to build out on both fronts.

What type of marketing programs or campaigns do you use, and how do you build relationships with customers?

MA: We use digital ads, social media, community events, networking, and referral programs to engage with customers. Once we’re working together, it’s about honest inspections, transparent communication, and strong follow-up.

Roman's Roofing actively supports veterans through outreach programs and fundraising.
Photo: Roman's Roofing

How do you retain employees and create a good working atmosphere?

MA: We offer competitive pay, benefits, like 401(k), health insurance, bonuses, and team events like family-oriented holiday parties. That helps, but we also like to have fun, incorporate the crews in things like social media skits, and take them to different industry events.

How do you educate and train employees, and ensure quality workmanship?

MA: We have ongoing technical, manufacturer, and customer service training. We maintain strict quality control through our manufacturer partnerships and multi-point inspection process.

How do you keep people safe on the jobsite?

MA: Our safety culture is companywide. We have OSHA training, use PPE, regular safety meetings and jobsite inspections.

What technology trends are you following in the market?

MA: When I first started roofing, I was working out of file folders and milk crates. This is a whole different world now. As an example, we once got a complaint on Google because we didn’t get them an estimate within 24 hours. People are looking for the speed, so technology makes everything move faster, so much smoother, and keeps your client in tune with what you’re doing.

With six partners well-versed in roofing, sales and management, Roman's Roofing maintains high levels of customer service and production.
Photo: Roman's Roofing

No one succeeds on their own, so how do you build your relationships with suppliers?

MA: It’s key to build those relationships because as long as they know you’re trying to stay true to your word (for materials) and not BS them, they’re going to work with you and get you better rebates, better pricing. It’s more than just supplies; they become very important for training and networking and are a real asset.

What are you excited about looking forward?

MA: We’re looking at expanding into Michigan — or eastern Indiana, where we can go into Michigan — sometime next year. We’ve nearly got the licensing all worked out. That area seems like a goldmine with not a lot of roofing contractors there. We’re also building out our retail and repair divisions.

What’s your best advice to other roofing contractors?

MA: Prioritize reputation, deliver on promises, and invest in your people.