Doing things right is exactly what the team at Las Vegas-based Cooper Roofing & Solar L.L.C. strives for every day.

As a result, the company serving southern Nevada for more than 40 years handles about 75 percent of new residential tile work in the Las Vegas area, said Frank Beam, commercial sales/project manager.

The company keeps growing, too, with sights set on dominating markets beyond just Sin City. It recently opened a second location in Reno and officials said they expect revenue to be up 20 to 30 percent in 2018 -- bolstered in part by incentives on solar that only add to Cooper Roofing & Solar’s already busy workload.

And it all happens with little to no advertising.

“It’s all been by reputation,” Beam said. “We didn’t do any marketing. We put a lot of emphasis on training and development so we’re really putting together a quality product that supports our reputation.”

For about 30 years, the company was known as Cooper Roofing.

A roofer his entire adult life, President Scott Donnelly bought the company in 2006. With hopes to establish a new identity and increase solar business, Beam said Cooper Roofing became Cooper Roofing & Solar L.L.C.

Today, the company offers a broad range of services from decking, gutters and sky lights to more traditional roofing options.

“We have completed projects ranging from a 4-square-foot dog house up to 600,000-square-foot resort hotel,” Beam said. “Our workload includes custom homes, master planned communities and commercial building of all sizes.”

Beam said the more outside-the-box a project is, the better.

“Our strengths really shine when customers approach us with unique projects,” Beam said. “Our in-house sheet metal and fabrication shop allows us to make creative ideas a reality and having the equipment and manpower allow us to keep our customer’s tight schedules.”

Growth has been steady in the last 12 years for the 250-employee company.

When Donnelly bought the company it had one crew focused on commercial roofing work. Today it has 14.

New commercial construction and commercial reroofs account for a roughly 25 percent of the company’s business. About 60 percent is new residential, 10 percent residential reroofs and repairs, and another 5 percent are solar installations.

The company’s proverbial bread-and-butter is the new residential tile market, where Beam said Cooper Roofing & Solar holds about 75 percent of the Las Vegas market.

Beam, who joined Cooper Roofing & Solar about five years ago, said that’s only been possible by providing consistently high levels of service that keep customers talking to others about the kind of work delivered by its crews.

That reputation, he said, can be traced to the way the company treats and trains its employees.

Employees are recognized as the biggest asset at Cooper Roofing & Solar and “we treat them like we are all a part of a family,” Beam said. Those efforts include a big barbecue in the summer along with another celebration at the end of the year where employees have a chance to win prizes — and that’s not all.

“We offer insurance benefits to our employees after three months of employment,” he said. “We also offer safety and completion bonuses.”

Safety is a big part of the training, on the jobsite and off.

The company has a written safety program that requires employees to be tied off with a self-retracting lanyard at heights greater than 6 feet. Additionally, the company conducts safety inspections and the designated safety manager holds monthly safety review meetings. Safety is often the topic of discussion during weekly toolbox meetings, as well.

Veteran employees are involved in the onboarding process for new workers to ensure consistency.

“We give our seasoned roofers the opportunity to train our new employees with a paid training program,” Beam said. “This allows the new employees to get first-hand experience and be on the job earning while they are learning. We also created a paid intern program.”

The hope is that it leads up to the best customer service possible, he said.

To make sure that happens, inspections are conducted at various stages for each job.

“Our superintendents walk the projects with our foremen before, during, and after completion to take care of any issues that may arise,” Beam said.

Beam added that Cooper Roofing & Solar works with well-established manufacturers and suppliers to ensure quality products are used in its work. They include Boral Roofing, Duro-Last, Eagle Roofing Products, Fontana, GAF, O’Hagin, Tarah Asphalt Products, Westcoat Specialty Coating Systems, and Velux. On the distribution side, the company works closely with Roofing Wholesale, ABC Supply Co., R&S Supply, and Smalley and Co., officials said.

Going forward, Beam said Cooper Roofing & Solar will continue growing its commercial and solar operations.

The biggest challenge to any growth, he said, is one that many contractors face — a shortage of labor.

Still, Beam said there’s one overriding approach to each job that everyone at the company uses and believes will help Cooper Roofing & Solar maintain success.

“We do what we say we’re going to do,” Beam said. “And customers know they can depend on us being consistent with our word.”