NAHB Remodelers of the Month

Joe Roeser: President,CEO, CAPS, CGP

Cindy Roeser: Corporate Secretary, CAPS, CGP

Roeser Home Remodeling, Kirkwood, Mo.

Year Founded:  1985

Number of Employees: Six


Who started your company?

Joe: I did in August of 1985.

Cindy: I came into the business when Joe asked for help a year or so after he started.

What did you do before becoming a remodeler? 

Joe: I was a cabinet maker originally, then I built pre-fab homes, and then did remodeling and kitchens for a high-end kitchen company.  When the owner sold his company to retire, I went out on my own.

Cindy: I sold cosmetics and then worked for a sporting goods company selling ski equipment.  I also did all their special events and put together all their displays (winning the Christmas Window Award in the community three years in a row)

How has the remodeling profession changed since you’ve been involved?

Joe: It is more professional, more designations and more government involvement.

Cindy: Our profession has changed in so many ways, too many to list. One major change is that remodeling is actually a category that stands on its own within our industry now.  When we first started, no one understood remodeling nor did they refer to our field as remodeling.  The recognition is a double-edge sword, because now government regulations, E.P.A. and OSHA are all finding ways to be involved with our industry.

What does being part of NAHB mean to you?

Joe: Education and designations.  Always learning and keeping up with current industry issues is important to run an above-board remodeling company.

Cindy: Being part of the big picture.  We could live in our own little “me” world and just concentrate on our own companies, or we could truly make a difference by joining other remodelers and being part of helping keep what’s best for our industry and changing what’s not. The next generation needs us now.  

What is your favorite item in your office?

Joe: My picture of the different phases of the implosion of the St. Louis Arena where the St. Louis Blues Hockey used to play.

Cindy- I have a canvass picture of Lucille Ball with WWLD [What Would Lucy Do] under it.  When I am stressed or trying to figure something out, I always look to Lucy!  I do love the Solar Velux skylights above my desk too; it’s a tie for favorite.

What motivates you every day?

Joe: I love what I do.  I have never wanted to do anything else.  Faith and family also means the world to me.

Cindy: The joy in our client’s happiness.  They always start off scared (it’s a big step and a lot of money) and end the process elated. It makes us feel proud that we have made someone so happy and that we did right by our industry.

Anything else you’d like to mention about career accomplishments?

Both: We have had numerous awards and recognitions for our work, our community involvement and our charitable works, but all that matters is that we do it and do it to the best of our abilities.

What is the best advice you’ve received in your career?

Both: Linda Case once said,” Never do anything in your business you would be embarrassed to see on the front page of the newspaper.” When things get tough, our integrity and doing what’s right always pulls us through.

What have you done to grow your business during the current economy?

Both: We cut our margins, defined and refined our processes to save money, worked our tails off, and hired the best.  Along with that, we owe most of our growth and survival to our clients.  They keep coming back to us for everything big or small, and we owe them for that loyalty.

What is the most unusual project your company has completed?

Both: A very small exterior entry in an old home.  There was only one place to actually put the basement entry.  They wanted a door with a window, they wanted covered and they wanted natural light to come in.  So we came up with a design that was a bit on the contemporary side –1950’s styling –and finished it in old stone, rough iron post and a metal roof to match it to the original house.

As you were growing up, what did you want to be?

Joe: A carpenter. I always wanted to own my own business, and I immediately fell into remodeling.

Cindy: First, an actress. Second, an interior designer

If a movie was made about your life, who would be cast as you?

Joe: Adam Sandler, because he’s funny, kind and seems to live every day to the fullest.  Plus, he sort of looks like I did when I was young

Cindy: Sandra Bullock –she’s likable