LEAD Stories Behind the Business: Justin Persinger, Owner of The Expert Company
In this inspiring edition of the Savvy Leader Podcast: Stories Behind the Business, host Kristin Gallatin sits down with LEAD Network Professionals member Justin Persinger, owner of The Expert Company. Justin shares his candid journey from mechanics and finished carpentry to pioneering a specialized niche in the roofing industry: premium steel roofing. Driven by a passion for detail (01:16) and a commitment to sustainability, Justin aims to reduce the estimated 20-26 billion pounds of asphalt shingles filling US landfills annually (01:50).
Justin discusses the challenging realities of starting a business as a transplant (06:07, 20:59), the financial and emotional toll of moving, and navigating the often-slow payoff of storm damage restoration (07:17). He provides valuable insights into the crucial need to communicate the value of lifetime roofing systems versus short-term fixes, especially considering rising insurance costs and deductibles (11:17).
A key focus for the LEAD audience, Justin reveals the strategies he uses to maintain focus and avoid burnout while working demanding hours, including finding community support through business networks (23:39) and adhering to a powerful morning routine focused on exercise, meditation, journaling, and reading (30:29). Finally, Justin lays out his ambitious 3-year goal to shift 90% of his business to premium metal roofing (35:50) and offers essential advice: prioritizing relationships over transactions in business networking (38:46).
Timestamps & Key Discussion Points
00:41 – 01:22 | Introduction to The Expert Company, Justin's background, and the focus on the LEAD Stories Behind the Business series. 01:23 – 02:29 | The Niche: Focusing on premium steel roofing and the driving force to reduce asphalt shingle waste in landfills. 02:30 – 03:25 | From Finished Carpentry to Roofing: How his background in detailed craftsmanship translated to specialized roofing skills. 04:44 – 07:16 | The Unexpected Pivot: Moving to Minnesota, losing a job opportunity, and the accidental segue into storm damage restoration and roofing in 2012. 11:17 – 13:20 | The Value Proposition Challenge: Explaining the Return on Investment (ROI) of a lifetime metal roof compared to asphalt, factoring in rising deductibles. 15:51 – 20:41 | The Stress of Starting Up: The emotional and financial journey of draining savings, juggling roles, and the difficulty of building a business as a non-local transplant. 22:27 – 23:55 | Mental Clarity & Support: The importance of surrounding yourself with people who support and challenge you (Business Networking Groups). 29:56 – 33:19 | Avoiding Burnout: Implementing the structured 5 AM morning routine (exercise, meditation, journaling, reading) to maintain sanity during 80–100-hour workweeks. 35:34 – 37:51 | Future Vision: The 3-year goal to reach 90% metal roofing and the aspiration for a strong, cohesive team (5–8 members) focused on quality over quantity. 38:15 – 41:08 | Advice for Aspiring Leaders: The crucial need to join good professional networking groups early on and planning for increasing overhead costs.
Learn more about the The Expert Co:
website: https://www.theexpertcompany.com/
LinkedIn: https://www.linkedin.com/in/justin-persinger-77b52b4a/
Facebook: https://www.facebook.com/theExpertCo/
Instagram: https://www.instagram.com/the_expert_co/
www.SavvyLivingNetwork.com