Taking the Texas Heat off Commercial Roofs
Longhorn Enterprises of Texas Inc. installs and maintains energy-efficient spray foam roofing
With a focus on retrofitting and repairing the roofs of existing buildings, Longhorn Enterprises of Texas Inc. (Longhorn) provides spray foam roofing insulation solutions to commercial and industrial customers as well as schools and churches. The company’s top priority is to deliver exceptional experiences to all clients—a goal often achieved thanks to its leader’s comprehensive understanding of project needs.
Early in his career, owner and President Bob Ewell worked as a licensed insurance adjuster and owned an independent insurance agency. Working closely with construction contractors and insurance companies instilled a sense of fairness “on both sides of the aisle,” he says. Combined with his hands-on experience with roofing and construction projects, that perspective serves him well in evaluating roofs, identifying damage and making recommendations for replacement systems when necessary.
He started the company in 1993 in Arlington to serve customers in nearby Fort Worth. Business grew quickly and, because many customers also owned buildings in Dallas, the company naturally extended its geographic footprint. Longhorn relocated to Mesquite in 2009 to accommodate growth in the Dallas-Fort Worth Metroplex, and today performs work throughout Texas and even in Oklahoma.
A Hands-On Approach
Bob has been the face of the company since its start. He is at each job site at least once a day for the duration of a project, which typically lasts two to three weeks.
“I’ve got the best crew in town, but I like to be on the job site regularly to provide additional support when needed. In most cases, I’ve been to the job that morning or will be there the next morning,” he says. His hands-on approach means he is available to make on-site decisions, which speeds project activities.
While the family-owned operation has evolved and grown, clients can always reach Bob, who’s ready and willing to discuss any project needs or concerns.
Bob and his wife, Carolyn, work side by side. “She’s a full-blooded partner in this operation,” Bob says. When they started the company, Carolyn managed the office, books and payroll. She knows all of their customers, who in turn almost always recognize her voice when she greets them on the office phone. The company now has a secretary and bookkeeper, but Carolyn remains involved in day-to-day operations, managing insurance, payroll and taxes.
Building Relationships and Referrals
The Longhorn team specializes in installing and maintaining spray polyurethane foam (SPF) roofing, which are highly durable and high-performing plastic insulation systems. According to the Spray Polyurethane Foam Alliance’s website, the high-density form of SPF insulation is most typically used on commercial roofing projects. The trade association further stipulates that “SPF has fantastic primary performance attributes including high R-value, reduction of air and moisture infiltration, sound attenuation, durability and increased strength of the structure it is installed in or on.”
Longhorn’s expertise with this unique roofing insulator has allowed it to build quite a reputation. In fact, repeat business and referrals represent nearly 80 percent of the company’s business.
“Doing work the right way and giving customers the best deal leaves a lasting impression and builds life-long relationships. Often, our customers become friends,” Bob says.
Customers tend to bring Longhorn with them when they switch jobs. For instance, a hotel property manager and longtime customer recently moved to another hotel. Longhorn was immediately brought in to evaluate the roof at the new property.
Putting a Damper on Disruption
For business owners, the potential for disruption to an occupied property is a big concern when contemplating roof work. “They can’t suddenly shut down because we are installing a new roof over their heads,” Bob says.
To minimize disruption, Longhorn is willing to schedule the work during after-business hours, on weekends or during the facility’s second shift. Also, Longhorn employees may work on the roof at one end of a building while business operations continue on the opposite end.
Sometimes, job sites are on high-rise buildings in congested, downtown areas that lack ground-level parking and outdoor space to store materials and set up equipment.
The company recently renovated the roof of a large hotel in downtown Dallas. The hotel owners stipulated the project could not negatively impact operations at the fully booked hospitality venue. Bob worked through every detail. Equipment was dismantled and everything —tools, materials and equipment—was moved through the freight elevator. A work area was established on the 40th floor. He even arranged for the hotel to feed his crew on-site, minimizing their movements in and out of the building through the busy valet parking area.
Careful preparation and coordination with the client not only minimized interruptions to business operations, it also accelerated project progress. Bob adds, “By working closely with the customer, we finished in one month; without coordination, the project could easily have taken up to two months.”
The Rise of Energy-Efficient Roofs
Energy savings have become a major priority for many clients, Bob says. But when it comes to managing energy costs, older buildings are often handicapped. Some have no insulation, and little can be done with the existing walls. “For these structures, the roof and the equipment on the roof are the biggest elements where energy efficiency can be addressed,” Bob says. Eighty percent of Longhorn’s business is retrofit work.
Hotter summers and higher energy bills have driven manufacturers to produce more energy-efficient roofing materials, he adds.
“For nearly a century, the standard commercial roof was black tar gravel,” Bob says. “The change to reflective white roofs began about 30 years ago. They’re more energy-efficient because they make it easier to heat and cool buildings.”
Most systems installed these days are insulated systems, designed not only to keep water out but also to reduce the heat load and cold load on a building. “The electric bill for an industrial plant may be $100,000 a month. If an insulated system can save 10, 15 or even 20 percent of that bill, the savings from the investment has a payback of just two to three years,” he explains.
Additionally, Longhorn now installs thermoplastic polyolefin (TPO), which is also considered a highly energy-efficient system.
Businesses with large energy loads are increasingly choosing SPF roofs to cut energy costs. These systems are sprayed onto prepped surfaces as a liquid that quickly expands as a foam and hardens into place, providing a tight barrier that protects against unwanted air, moisture and thermal energy. “These systems do not have any seams or gaps in the membranes, preventing air infiltration under the membranes and around the insulation board,” Bob explains.
They are also durable. “Once a spray foam roof has been installed, customers can expect many years of life from it. When properly maintained, it can even last as long as the building. If it does deteriorate, it can simply be recoated,” he adds.
Employee Longevity a Win for Customers
Longhorn keeps its 10 employees working year-round; this continuity benefits both customers and crews.
“The construction business is inherently up and down; typically, when it’s cold and wet, or a contractor completes a large job, there are layoffs,” Bob says.
“That strategy creates a problem: the need to continually start over, to rehire, retrain and refocus workers on your goals. It also means you may not know who was responsible for previous jobs,” he adds.
“We know who worked on a project 10 years ago because many of those technicians still work for us and remember the job,” Bob explains. “We have employees who have been here for 14 years; three or four who have been with us for 17 years!” He and Carolyn know each of their names and those of their spouses and children.
“You need to have good people to help you run a business, and we do,” he adds. The company rarely uses subcontractors. When it does—for very large jobs—Bob selects people he’s known for years and trusts to work alongside his team.
Giving Back
Bob has an admitted soft spot for churches and helping them out with their roofing issues.
The company recently recoated and cleaned up the roof for Christian Center of Fort Worth, Longhorn’s first church customer back in 1993. Longhorn donated the labor and materials. “They are doing so much for the community, including serving homeless people and running a food pantry. It’s rewarding to do something for them,” he says.
Customers for Life
“Once someone does business with me, my goal is to be the last roofing company they’ll ever need. I want to provide such exceptional experiences that they should never have a reason to look elsewhere. I want them to be our customer for life,” Bob says.
That’s the way he’s operated for 26 years, building great relationships with well-known entities such as UT Southwestern Medical Center, Raytheon, Academy Sports + Outdoors, Hobby Lobby, Dallas Independent School District, and many others. Customers have even called him to spray foam insulation in the walls of their buildings or inside of refrigerated trucks. He’s willing to provide services outside of his company’s normal scope of work to meet the needs of any client.
Bob adds: “Even after a warranty period has expired, we’re often still inspecting that roof and taking care of that customer. I really do want them forever.”