Here’s the updated version of the blog with your new paragraph naturally incorporated near the middle (after the “Private Equity Illusion” section) — keeps readability tight and SEO intact:
How Old Is That Roofing Company—Really?
If you’ve looked for a roofer lately, you’ve probably seen claims like “50 years of experience” or “serving Dallas since the 1960s.” It sounds impressive—but often it’s not what it seems. In many cases, the company itself is fairly new and simply adding up the years of experience among employees. That’s called combined employee experience, and it’s one of the most common marketing tricks in the home improvement industry.
Here’s how it works: a company hires four employees, each with about 15 years of roofing experience, and suddenly advertises “60 years combined experience.” While technically true, that doesn’t mean the company has been around for 60 years—or that it has the stability, workmanship record, or reputation of one that actually has.
At Bert Roofing, we believe age should mean something real. Our roots go back over 37 years in Dallas, serving homeowners with quality residential roofing, repairs, and replacements since long before Google reviews or social media existed. Our name has stayed the same, our ownership has stayed local, and our record with the Better Business Bureau reflects that consistency.
The Private Equity Illusion
Another growing trend is private equity ownership in the roofing industry. Investment groups are buying the names of once-family-owned companies that have been inactive or nearly closed, then reviving the brand under new corporate ownership. They market the business as if it were still the same local family company—often boasting “40 years in business” and “family-owned and operated.” In reality, the original family may be long gone, and the “old” business is now just a shell name owned by an investment group.
Our Real Roots Go Back Even Further
Incidentally, John E. Bert , my grandfather, was as an insurance adjuster in the 1960s before transitioning into contracting. So while Bert Roofing formally recognizes 1988 as its founding year, our true roots in Dallas roofing stretch back much further—into the era when storm claims were written by hand and relationships were built face-to-face. That’s exactly what homeowners should look for: a company honest about when it officially started, even if its experience runs deeper. Integrity about history says a lot about how a contractor handles everything else.
The Sky-High Failure Rate in Roofing
Roofing is a tough trade with a high failure rate. According to Roofing Insights, roughly 95% of roofing companies fail within their first five years. That statistic helps explain why so many newer firms try to sound older than they are—real longevity is rare. When you see a roofing company with decades of continuous operation, that’s not just marketing; it’s a proven track record of doing things the right way.
Why True Longevity Matters
A company’s year founded tells a story of reliability. Businesses that have operated for decades have weathered economic ups and downs, major storms, and evolving building codes—proving they’ll still be here when you need warranty support or future maintenance.
When it comes to roofing, longevity isn’t just a number—it’s a record of trust. Bert Roofing’s 37 years in Dallas speak for themselves.