Ami Feller: A Trailblazer Empowering Women and Innovating the Roofing Industry with Roofer Chicks
Ami Feller’s journey into the demanding world of roofing began unexpectedly during her college years. Invited by her older brother to join his crew for a summer, she quickly transitioned from handling ground-level scraps to mastering the rooftops. Her innate leadership qualities shone through, culminating in her promotion to crew foreman by the very next summer. This initial hands-on experience laid a vital foundation, instilling in her a deep understanding and appreciation for the craft that would later redefine her career path and empower countless others.
After successfully earning her business degree from Iowa State University in 1997, Ami ventured into the corporate world, pursuing a career in corporate management. For over a decade, she navigated the complex landscapes of large organizations, gaining invaluable experience in high-profile roles. However, by 2012, a sense of disillusionment and burnout with the corporate grind led her to seek a more fulfilling professional life. She reconnected with her roots, teaming up with her brother and his wife to co-found Feller Roofing and Remodeling. This marked her pivotal return to the industry she had briefly explored in her youth. Four years later, driven by an ambitious vision and a desire to cultivate her unique business philosophy, Ami Feller courageously launched her own enterprise, Feller Roofing of New Braunfels, Texas, which has since flourished and rebranded as Roofer Chicks.
Today, Ami Feller stands as the sole owner and managing director of Roofer Chicks, a testament to her entrepreneurial spirit and unwavering dedication. While her brother and sister-in-law continue to run their successful roofing business in a neighboring town, Ami has carved out a distinct niche for Roofer Chicks, building a reputation for excellence, integrity, and empowerment. Beyond her thriving business, Ami actively shares her extensive knowledge and passion for roofing through her popular YouTube channel, @rooferchicks. This channel serves as an invaluable resource, demystifying common roof problems and offering practical advice to homeowners, helping them understand what’s up with their roofs. We recently had the opportunity to speak with Ami Feller, seeking her insightful perspectives on the current state and future of the dynamic roofing industry, particularly from the vantage point of a leading woman in a traditionally male-dominated field.
Q: What motivated your decision to transition from the corporate world to establish a roofing business?
A: For many years, I genuinely believed that my business degree predestined me for a lifelong career in corporate America. However, the reality of that environment proved to be stifling and ultimately unfulfilling. I grew increasingly frustrated with the pervasive red tape and the constant necessity to implement decisions that, from a practical standpoint, often made little to no sense. The relentless, long hours took a significant toll, particularly the emotional burden of being away from my daughter for extended periods. The corporate world felt like a never-ending cycle of work without genuine purpose or personal connection.
The turning point arrived during a particularly challenging day, stuck in our shop with a broken-down truck. Overwhelmed by the situation and the overarching sense of futility, I called my brother in tears, asking a profound question that many contemplate: “Is this all there is to life – simply working relentlessly until you die?” That moment of raw vulnerability and existential questioning became the catalyst for change. It was then, in that moment of despair, that we decided to launch Feller Roofing. This pivot wasn’t merely a career change; it was a reclaiming of my life, a pursuit of a path where my work could align with my values and allow me to be present for the moments that truly matter, especially with my daughter.
Q: Are you content with the pivotal career switch you made? What aspects bring you the most satisfaction?
A: Making the switch to entrepreneurship in the roofing industry has undeniably been one of the most rewarding decisions of my life, primarily because it allowed me to regain control over my time and priorities. The most significant benefit, by far, is that I haven’t missed out on my daughter’s life. I vividly recall when she was four years old and I was immersed in corporate America; I was only seeing her awake for a mere 30 minutes a day. That stark reality was heartbreaking. Now, with her being 15, I have the flexibility to tailor my work schedule around her needs, being present for school events, after-school activities, and simply sharing quality time. This newfound work-life balance is invaluable and something I cherish deeply.
Beyond the personal freedom, I’ve discovered immense joy and satisfaction in becoming an active and integral part of my community here in New Braunfels. For nearly a decade while in the corporate world, I lived in this town, but I barely knew anyone beyond my immediate neighbors. I was essentially a transient resident, unaware of the local landscape or even the simplest directions. New Braunfels was just a place to lay my head at night. Now, my involvement is profound and extensive. I’m an active member of the local Chamber of Commerce and Rotary Club. I participate in community festivals, volunteer regularly at the food bank, and through the nature of our roofing business, I’ve learned every street and nuance of this town – truly understanding its fabric. This deep engagement fosters a sense of belonging and pride that was absent before. I am genuinely proud to be so involved in the community that I now call home.
Furthermore, it’s incredibly fun and empowering to be a female roofer in what is still very much a male-dominated industry. My presence often surprises people, which gives me a unique opportunity to challenge preconceived notions and change perceptions about who can excel in this field. It’s not just about building roofs; it’s about building bridges of understanding and demonstrating that competence and leadership transcend gender stereotypes. This aspect of my work brings a unique kind of satisfaction, knowing that I might be inspiring other women to consider non-traditional career paths.
Q: How do you manage to recruit a significant number of women roofers to your company?
A: Building a diverse and skilled team is a core value for Roofer Chicks, and I’m proud to say that approximately 75% of my W-2 employees are female. While my 1099 shingle crews, though led by a woman, are predominantly male, I aim for a healthy mix across the board. My goal is to reflect the rich diversity of our community, not only in terms of gender but also ethnicity. This commitment to diversity isn’t just about optics; it brings varied perspectives and strengths to our team, enhancing our problem-solving capabilities and client relations.
Admittedly, finding qualified female employees for roofing positions is a persistent challenge. The roofing industry has historically been, and largely remains, a male stronghold, with female laborers representing an astonishingly small fraction – less than 0.05% nationally. This means that sometimes, I have to actively encourage and even persuade women to consider a career in roofing. Even then, they might face resistance from their immediate circles – a husband, boyfriend, or father might inadvertently deter them by expressing doubts about their capabilities in such physically demanding work. It’s crucial to acknowledge that roofing isn’t for everyone, regardless of gender. It requires a special breed of individual: someone who is resilient, hardworking, not afraid of getting dirty, and possesses a strong work ethic and problem-solving mindset. It’s physically strenuous and mentally challenging work, and it takes genuine grit.
My initial success in recruiting women came from an unexpected but incredibly supportive source: a mom’s group on Facebook. This network proved invaluable for connecting with women seeking flexible or unconventional work opportunities. Ironically, some of the job advertisements I’ve posted on Facebook specifically seeking women employees have been flagged and even taken down for being “sexist,” which is utterly baffling given the severe underrepresentation of women in this trade. This highlights the broader societal biases and misunderstandings we still face when trying to diversify industries. Recruiting for an entire crew of women requires immense patience and persistence; it’s not a quick process. Finding six dedicated women for a crew can take a considerable amount of time and effort, but the investment in building a strong, diverse team is always worth it.
Q: Do you have any specific advice for women who are considering a career in the roofing industry?
A: For women looking to enter the roofing industry, one of the most encouraging aspects is the relatively low barrier to entry. Unlike many professions that demand extensive academic degrees or lengthy, formal apprenticeships, roofing often doesn’t require these prerequisites. At Roofer Chicks, for instance, we’re open to individuals who may not have any prior roofing experience. What we value more is a strong work ethic, a willingness to learn, and a positive attitude. If you have a genuine interest and the determination to try it, the path is often more accessible than you might think.
However, finding the right company to work for is absolutely crucial. The roofing industry, like any other, has its share of diverse workplaces. It’s essential to seek out companies that prioritize safety, provide thorough training, foster a supportive and respectful environment, and offer fair compensation. Not all roofers operate with the same level of professionalism or kindness, so doing your research and asking the right questions during interviews is key to finding a place where you can thrive and feel valued. Look for employers who genuinely invest in their team members and promote a culture of growth.
It’s also important to understand the diverse roles available within a roofing company. You’re not limited to physically swinging a hammer on a crew, though that is a fantastic way to gain foundational knowledge and strength. There are also significant opportunities in sales, where women often excel remarkably. Homeowners, in particular, tend to trust women in sales roles, especially those who have spent time on a crew and can speak from firsthand experience about the technical aspects of roofing. This hands-on knowledge provides invaluable credibility and allows for more authentic and informed conversations with clients. There’s substantial money to be made across various roles in this industry, and the direct correlation between effort and reward is clear. It’s definitely an industry where truly “paying your dues” – gaining practical experience and understanding the intricacies of the work – pays off immensely in terms of career advancement, respect, and financial success.
Q: What notable changes or trends have you observed in the roofing industry over the past decade?
A: The roofing industry has undergone significant transformations over the last decade, impacting both cost and technology. One of the most striking changes has been the dramatic increase in the price per square foot for roofing materials and labor. In 2012, the average price per square was around $175, but today, that figure has soared to over $500. This substantial rise reflects a combination of factors, including escalating material costs, increased labor wages, and heightened demand across the market. Homeowners and contractors alike must adapt to these new economic realities when planning roofing projects.
Beyond pricing, the technological advancements in shingles have been truly impressive. Leading manufacturers like GAF have pioneered innovations that significantly extend product lifespans and enhance performance. We’ve seen standard shingle warranties jump from 30 years to an impressive 50 years, providing homeowners with greater peace of mind and long-term durability. Furthermore, GAF now offers an unlimited 15-year wind warranty, a testament to the improved structural integrity and resilience of modern shingles against severe weather. For regions like Texas, where algae growth can be a persistent issue, the increase in algae resistance from 10 years to 30 years is a monumental improvement, preserving aesthetic appeal and reducing maintenance needs for longer periods.
Another trend that I am passionately invested in is the growing emphasis on recycling efforts within the industry. While recycling infrastructure for roofing materials isn’t yet super-efficient or universally accessible, significant progress is being made. I know that GAF, in particular, is making substantial efforts along this line, investing in research and development to create more sustainable products and processes. It makes me sick to see perfectly recyclable roof materials, especially old shingles, being mindlessly dumped into landfills. This practice represents a tremendous waste of resources and contributes unnecessarily to environmental degradation. I am incredibly passionate about the day when this practice finally ceases to be the norm.
At Roofer Chicks, we are actively contributing to this green movement. This year alone, we’ve already recycled almost 60,000 pounds of old shingles! While this may seem like a modest contribution in the grand scheme of global waste management, it is a significant start for an individual company and demonstrates our commitment to environmental stewardship. Every pound diverted from a landfill counts, and we hope our efforts inspire other roofing companies to embrace more sustainable practices. The future of roofing must include a stronger focus on environmental responsibility and circular economy principles.
Q: How effectively do you leverage social media platforms for your roofing business?
A: Social media is an indispensable tool for Roofer Chicks, allowing us to connect with homeowners, educate our community, and showcase our expertise. My YouTube channel is a primary platform for this, where I’ve produced numerous “how-to” videos specifically geared towards customers and homeowners. These videos cover a wide range of topics, from navigating complex insurance claims to demonstrating how to replace a single damaged shingle. People watch these videos constantly, seeking practical, actionable advice, and I derive immense satisfaction from knowing that someone might have saved hundreds of dollars by being able to repair their own roof with the guidance we provide. This commitment to transparency and education not only helps homeowners but also builds trust and positions Roofer Chicks as a valuable, knowledgeable resource.
Beyond instructional content, we also strategically use social media to showcase our unique projects and highlight specialized products that homeowners might not encounter every day. For instance, we feature videos and photos of our custom-made chimney flashing, which we fabricate on-site to ensure a perfect fit and superior protection. This content demonstrates our craftsmanship and attention to detail. Our presence on Facebook has been a particularly powerful generator of new customers, thanks to its extensive reach and community engagement features. We also maintain a strong visual presence on Instagram, where we share high-quality images and short videos of our completed projects, team members, and behind-the-scenes glimpses of our work. More recently, we’ve begun to focus on building our presence on TikTok, exploring its dynamic, short-form video format to reach a younger and broader audience. We’re excited to see what opportunities and connections emerge from this new venture as we continue to adapt our social media strategy to the evolving digital landscape.
Q: What essential tools do you consider indispensable for effective roofing work?
A: Having the right tools is paramount for both safety and efficiency in roofing. Top on my list are Cougar Paws shoes. These are absolutely phenomenal for maintaining grip on various roof surfaces; they feel almost like magic, providing incredible traction and allowing me to move with confidence, much like “Superman on the shingles.” For my role, which primarily involves sales and inspections, I personally prefer the Estimator Boot because its design resembles traditional hiking boots, blending professionalism with essential safety features. However, my crew members, who are constantly engaged in strenuous physical labor on the roof, favor the more rugged and durable Performer Boot, which is built to withstand the rigors of daily roofing tasks.
A high-quality extension ladder is also absolutely critical. I always advocate for my teams to use a 28-foot aluminum ladder. Shorter ladders, like the 24- or 26-foot versions, often don’t provide sufficient reach for second-story roofs, compromising safety and efficiency. I prefer aluminum ladders because they are significantly lighter than fiberglass alternatives, making them manageable for me and my crew to lift and position safely. Additionally, a really nice fold-up ladder is exceptionally handy. These versatile ladders are often necessary for transitioning between different sections of a roof, or for gaining safe access to attics during inspections, offering flexibility where standard extension ladders might not suffice.
For precision work, a hook blade, used with a standard utility knife, is invaluable. Its unique shape allows it to effortlessly cut through the face of a shingle, facilitating clean and accurate repairs or installations. These blades are conveniently available in multi-packs, similar to normal razor blades, and can be easily swapped into any compatible utility knife. A sturdy pry bar is also amazing for gently separating shingles without causing damage, but it has to be the correct type; narrower versions often tear the shingle, creating more problems. And don’t forget sidewalk chalk – a simple yet effective tool for marking up roofs, whether for measurements, repair zones, or safety indicators!
Finally, for me personally, the software platform Job Nimbus is absolutely indispensable. I honestly don’t believe I could efficiently run my company, or manage my daily life, without it. Job Nimbus acts as our central nervous system, storing all crucial operational data including project photos, detailed invoices, and client contracts. It streamlines our workflow by allowing us to generate material orders, create work orders for our crews and suppliers, and manage all our appointments from a single, integrated platform. It’s more than just a tool; it’s the operational backbone of Roofer Chicks. If anything were to ever happen to our Job Nimbus system, I genuinely don’t know how we would continue to function with the same level of organization and efficiency.
Ami Feller: A Visionary Leader in Roofing and Community Engagement
Before founding Roofer Chicks, Ami Feller distinguished herself in various high-profile corporate management positions. Her impressive career trajectory included impactful roles at globally recognized companies such as Caterpillar, DHL Express, and Coca-Cola. This extensive corporate background equipped her with a robust skill set in leadership, operational efficiency, and strategic planning, all of which proved invaluable in launching and scaling her own successful roofing enterprise. Ami’s transition from the corporate world was driven by a desire for more meaningful work and a stronger connection to her community, which she has achieved with remarkable success.
Today, Ami Feller takes immense pride in her unwavering commitment to civic involvement and the sterling reputation her company, Roofer Chicks, has meticulously built. This dedication extends beyond mere business operations, reflecting a deep-seated belief in giving back and fostering strong community ties in New Braunfels. Roofer Chicks stands as a beacon of excellence in the roofing industry, holding prestigious certifications that underscore its commitment to quality and professionalism. The company is proudly certified as a GAF Master Elite contractor for both residential and commercial buildings, a distinction held by only a select few roofers nationwide, signifying superior craftsmanship and adherence to the highest industry standards.
Furthermore, Roofer Chicks is an active and respected member of the Roofing Contractor Association of Texas (RCAT), demonstrating its commitment to ethical business practices and ongoing professional development within the state. The company also holds a specialized Tile Roofing Industry (TRI) certification for concrete and clay tile roofing, showcasing expertise in a highly specialized and durable segment of the market. To further solidify its commitment to customer satisfaction and transparency, Roofer Chicks boasts an impressive A+ rating with the Better Business Bureau, a testament to its consistent delivery of exceptional service and resolution of client concerns. These accolades collectively reflect Ami Feller’s unwavering dedication to excellence, integrity, and community leadership within the dynamic roofing industry.