Like
other roofing business owners, brothers Eddie and Andrew Prchal
(pronounced per-‘SHELL) understand how technology can streamline their
business. Advancements in aerial measurements or estimating software
make putting together quotes easier than ever.

But the
tech-forward Prchals wondered: what if they harnessed this
contractor-specific software to simplify the roof-buying process?

Enter
Gunner, a roofing company with a digital platform providing a service
rarely seen in the roofing industry: buying a roof online.

It’s
part of why they call themselves the “uncontractor.” That philosophy has
led to great success for the company, proving there is an appetite for
online services and transparency in the industry.

“We’ve sold
hundreds of roofs through [the platform], and I think that’s the way
things are going,” said Eddie, Gunner’s CEO. “Is it for everyone? Not at
all. But is there a shift coming up? I think absolutely.”

The Online Experience

Gunner
isn’t the Prchal brothers’ first foray into a joint business venture.
Before co-founding the roofing company, the Arizona natives developed
and launched the Phil-UP Water Filter. Eddie also launched a smoothie
nutrition store concept when attending the University of Arizona, while
Andrew sharpened his professional skills at a law firm.

When
Eddie’s brother-in-law, who installs solar, asked if the brothers wanted
to join him on the East Coast and start a roofing business, the
entrepreneurs jumped at the chance. In 2013, they formed Gunner in
Greenwich, Conn., out of their homes. Coming from outside the industry
set them up to think outside the box.

When
it first formed, Gunner relied on third-party software platforms to
complete the job. As great as these platforms were, the brothers felt
the technology wasn’t keeping up with their company’s vision. In the
spirit of the adage “if you want something done right, do it yourself,”
the Prchals brought all their software and technology in-house.

“What
we really wanted to do was use all these technological advances that we
could build and pair it with [the] customer experience and provide an
unbelievable experience replacing something on their homes,” Eddie said.
“We want to change the way people look at home remodels.”

They
developed proprietary systems that could cater to their needs,
incorporating feedback from homeowners who went through the buying
experience with them. Eddie said it took them about two-and-a-half years
to develop and launch the digital platform.

The customer can go
to Gunner’s website and enter contact information and the address of the
home that needs the new roof. Through a proprietary combination of
aerial measurements and material and labor estimation, Gunner’s
technology assesses the house and creates a three-dimensional model for
the homeowner to visualize their project. A quote is generated from this
data, and if the homeowner accepts, they can schedule their
installation date online.

Eddie said the idea was partially
inspired by today’s world of expediency, where people can order nearly
anything from companies like Amazon and have it shipped to them in days.

“All
our life is used to being so convenient, and this catches the
construction industry up with that, specifically roofing,” he said.

The concept certainly caters to today’s homeowners. According to RC’s first-ever Homeowner Survey,
66% of homeowners said they are more likely to call a roofing company
that is transparent about pricing on their website. However, only 28% of
contractors say they feature pricing on their website.

Millennials
and Gen Z aren’t as interested in calls or face-to-face interactions.
To compare, more than half of baby boomers (53%) in the Homeowner Survey
said they wanted phone calls from roofers, while less than half of
millennial homeowners (43%) preferred that method. Nearly 39% of
millennials prefer emails, while fewer prefer texting (17%).

“The
customer has a chance to get acquainted with their team, or if it is
their preference, they could go through our process without meeting with
a single person aside from over their mobile phone,” Eddie said. “We
have this process to make buying a new roof seamless no matter what
experience you’re looking for.”

The company reports that its
direct website leads have grown by a whopping 450% year over year, and
speed-to-install rates jumped by 28%. The business has expanded to serve
regions nationwide, except Hawaii, Alaska and the District of Columbia.

Evidence
of the platform’s success includes more than anecdotes and metrics. In
2023, GAF named the company a “Cutting-Edge Contractor” at its
WealthBuilder Conference and Expo. That same year, Inc. magazine
listed Gunner in its Inc. 5000 list, which tracks the 5,000
fastest-growing companies in the nation. The company earned the 965th
spot thanks to a three-year revenue growth of 615%.

Last year, Gunner earned the Good Housekeeping Home Renovation Award for its digital platform. The judges praised Gunner’s innovation in better serving customers.

“Our
judges also made it a Home Reno Award winner with the hope that other
trades will follow its model of transparency and digital innovation,” Good Housekeeping wrote about Gunner.

The hits keep on coming, too. In March, Fast Company named Gunner one of the most innovative companies of 2024.

When Innovation Meets Installation

With
the rise of artificial intelligence’s influence in business operations,
it should come as little surprise that AI plays a role in the tech
Gunner uses, such as detecting additional structures on a roof during
assessments. The company expects to implement more AI as it optimizes
operations.

“We’re moving it to the point where it can tell
certain penetrations on your roof, everything like that,” Eddie said.
“Again, talking about customer experience, we’re really driving home the
fact that we don’t need to come onto your roof; we know it just as well
as if anyone were to get up there.”

This does more than benefit
introverted homeowners. Fewer employees heading onto the roof means
fewer chances for injuries. Combined with constant safety training and
project managers on-site to oversee subcontractors, Gunner emphasizes
ensuring crews get home in one piece.

“We pull guys off a roof, we’ve sent them home” for not following safety procedures, Eddie said.

Another
byproduct of the digital platform is sustainability. Since in-person
meetings and estimates aren’t required to purchase a roof, fewer
vehicles end up on the road. Gunner also offers solar shingles to cater
to those seeking renewable energy from their roof.

Gunner pairs
its online experience with a price match guarantee. If a homeowner finds
a better rate from a licensed contractor and Gunner reviews and
verifies it, they’ll match the price. The company does list caveats on
its website, informing potential buyers that they “believe in the
enduring value of top-tier products.”

Gunner’s website shows that
the company is certified by numerous manufacturers, including GAF,
Brava, CertainTeed and Owens Corning. It furthers its credibility
through memberships with the National Roofing Contractors Association
and Cedar Shake Bureau.

“What we really wanted to do was use all these technological advances that we could build and pair it with [the] customer experience and provide an unbelievable experience replacing something on their homes.”
— Eddie Prchal

Catering to Customers

Ultimately,
customer experience drives the decisions made by Gunner’s leadership
team, from pricing to how project managers speak with customers.

“At
Gunner, our emphasis is on the importance of the overall customer
experience,” said Andrew. “Often the feedback [in the contracting
industry] is that customers feel that they are on the backburner. Our
goal is to never have a consumer feel that way working with us.”

For example, the ability for customers to purchase their roof online saves them time and effort.

“The
reason we developed our easy-to-use platform was to give time back to
the customer, as well as to us,” Andrew said. “This expedited online
technology allows us to spend more valuable time with our customers
throughout their entire installation process and be there every step of
the way. The Gunner experience is that our customers are our number one
priority.”

Company culture is also important for the Prchal
brothers, saying they’ve wanted to attract people from all industries,
including companies like Google or Apple, to join their roughly 200
employees. Eddie and Andrew established “Gunner Cares,” which is
dedicated to improving well-being in the areas they service by donating
to organizations like Delivering Good and participating in projects with
Habitat for Humanity.

Being at the forefront does come with its
challenges, among them being how to communicate with potential customers
that they don’t have to go through the traditional methods of
purchasing a roof. Like other successful contractors, they face the
pressures of private equity or other third-party companies approaching
them.

“Unfortunately, we are approached multiple times per month
asking to invest or purchase our platform. We are looking to have a
major impact on the industry, and we won’t do that by selling at this
point,” Eddie said.

Eddie and Andrew hope the rest of the industry
will join Gunner in pushing for innovations to better serve customers.
Given the company’s success, it may be a matter of time before the
“uncontractor” is the norm for the roof-buying experience.

“If
you’re a reputable company, and you’ve got all the customer experience
and the manufacturers behind it, [as well as] the warranties and
everything, why not make it as convenient as the rest of your life?”
Eddie said.