Breaking Barriers: Ami Feller, the 11% Roofing Contractor Making a Difference

Ami Feller’s journey from corporate management to becoming a leading female entrepreneur in the roofing industry is both inspiring and groundbreaking. As the owner of Roofer Chicks, Feller has not only made a significant impact in the roofing world but is also changing the dynamics of a male-dominated industry. Here’s a look at her journey and the challenges she’s overcome.

From Corporate America to Roofing

Ami’s introduction to roofing came during a summer in college when she worked on a crew with her brother. Starting off by tossing scraps into dumpsters, she quickly moved up to a leadership role, becoming a crew foreman by the second summer. After earning a business degree from Iowa State University in 1997, Feller pursued a corporate career. But by 2012, burned out from the demands and long hours of corporate America, she partnered with her brother to start Feller Roofing and Remodeling. Just four years later, Feller struck out on her own, founding Roofer Chicks in New Braunfels, Texas.

Q: Why did you want to leave the corporate world?
“I hated the red tape, the long hours, and being away from my daughter. It was a moment of realization when I called my brother in tears asking if this was all there was to life. That’s when we started Feller Roofing.”

Q: Are you happy you made the switch?
“Absolutely. The best part is I’ve been there for my daughter every step of the way. Plus, I’ve become a proud part of my community, volunteering and being involved in local events.”

Championing Women in Roofing

One of Feller’s most notable achievements is her success in recruiting and managing a predominantly female crew. Despite the roofing industry being overwhelmingly male, Feller has worked hard to create opportunities for women in this field.

Q: Where do you find so many women roofers to work for you?
“My employees are about 75% female, but it’s not easy to find women for the job. Sometimes I have to convince them, and their family members often discourage them. It’s hard, dirty work, and it takes a special breed to do it.”

Q: Any advice for women looking to get into roofing?
“Roofing has no real barriers to entry. You don’t need a degree or apprenticeship. If you’re motivated, find the right company to work for and know that women can excel, especially in sales. Customers trust women, and women who’ve worked on a crew are well-respected.”

Advancing Roofing Technology and Sustainability

Feller has also witnessed exciting changes in roofing technology and materials over the past decade.

Q: What changes have you seen in roofing over the last decade?
“Prices have soared from $175 per square in 2012 to over $500 today. Shingle technology has improved significantly, with GAF now offering 50-year shingles and a 15-year wind warranty. I’m also excited about the growth in recycling efforts, even though it’s not perfect yet. This year, we’ve recycled almost 60,000 pounds of shingles — it’s a start, and I’m passionate about making this a standard.”

Social Media Success

In addition to her work on roofs, Feller leverages social media to educate homeowners and engage with customers. Through her YouTube channel and other platforms, she provides helpful tips, how-to guides, and showcases roofing projects.

Q: How do you use social media for your business?
“I love sharing how-to videos for homeowners, from insurance tips to shingle replacement. Social media, especially Facebook and Instagram, has brought in a lot of customers. We’re also starting to focus on TikTok.”

Essential Roofing Tools

For Feller, having the right tools is essential to running a successful roofing business.

Q: What are your key roofing tools?
“Cougar Paws shoes are essential for traction on roofs. For my crew, I prefer the Estimator Boot for sales and the Performer Boot for rugged work. A good ladder is critical, especially a 28-footer. I also love the utility knife with a hook blade for cutting shingles, a pry bar for removing them, and Job Nimbus software to manage everything from contracts to material orders.”

Ami Feller’s Legacy

Ami Feller’s leadership in the roofing industry is setting a new standard for diversity, sustainability, and technological innovation. As the owner of Roofer Chicks, she’s proving that there’s room for women at the top of the ladder, literally and figuratively. Her passion for community involvement, workforce diversity, and environmental sustainability continues to inspire others in the industry.