ARS Roofing, Gutters And Waterproofing

What ARS Roofing, Gutters And Waterproofing does

ARS Roofing, Gutters And Waterproofing (legally Alternative Roofing Solutions, Inc.) is a privately held, founder-owned residential and commercial roofing contractor headquartered in Santa Rosa, California. Founded in 2004 by CEO Letitia Hanke after she spent the prior eight years working her way up in the trade, the company installs and services composition shingles (GAF, CertainTeed), tile, metal, single-ply membrane systems (IB Roof Systems, Versico TPO), gutters (prepainted steel, Ogee/K-style, copper, decorative), and waterproofing products (elastomeric coatings, deck membranes). The company operates as a GAF Master Elite Certified Contractor (enabling up to 25-year workmanship warranties) and an IB Roof Systems Certified Installer (lifetime residential warranty including ponding water coverage).

The business generates revenue primarily through project-based, one-time installation and repair contracts for both residential homeowners and commercial property owners/managers, supplemented by recurring annual roof maintenance programs. Pricing is quote-based with free on-site inspections and transparent all-inclusive bids. Distribution is exclusively direct-to-consumer (phone, online contact form, on-site estimate), supported by 24/7 live-operator emergency response and a heavy reliance on word-of-mouth: roughly 80% of business comes from repeat clients and referrals.

The company employs 24+ full-time, year-round professionals with salaries, medical, and retirement benefits, and serves Sonoma, Napa, and Marin counties plus portions of Mendocino, Lake, and San Francisco counties (the North Bay region). Founder and CEO Letitia Hanke also operates an affiliated 501c3 nonprofit, The LIME Foundation, which receives up to 5% of earnings from each ARS job and runs the NextGen Trades Academy youth workforce development program, providing vocational construction training to underserved young adults and feeding a contractor apprenticeship network.

Name

ARS Roofing, Gutters And Waterproofing

Legal name

Alternative Roofing Solutions, Inc.

Website

https://arsroofing.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

ARS Roofing, Gutters And Waterproofing (Alternative Roofing Solutions, Inc.) is a privately held, founder-owned residential and commercial roofing, gutter, and waterproofing contractor headquartered in Santa Rosa, California, serving the North Bay region (Sonoma, Napa, Marin counties plus portions of Mendocino, Lake, and San Francisco counties) with certified installations and 24/7 emergency service.

Ownership category

akta.pro rank

Product category

Residential and Commercial Roofing Services

NAICS

Roofing Contractors (238160)

SIC

Asphalt Paving & Roofing Materials (2950)

akta.pro primary industry

Gutter Replacement & Installation (Seamless/Sectional) (HSAIAKAE)

akta.pro secondary industries

Gutter Repair, Resealing & Leak Mitigation (HSAGAIAD), Gutter Guard/Screen Installation & Maintenance (HSAIAKAC), Roof Drainage Components (Scuppers, Roof Drains) Cleaning & Maintenance (HSAIAKAK)

Keywords

• Residential roofing services
• Commercial roofing services
• Gutter installation services
• Roof waterproofing services
• Roof maintenance programs

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Roofing Services: Primary revenue stream from residential and commercial roofing installations, repairs, and replacements. Services include composition shingles (GAF, CertainTeed), tile roofing, metal roofing, flat/single-ply membrane systems (IB Roof Systems), and waterproofing. Revenue is project-based with both one-time installations and repair services.
2. Gutter Installation and Repair: Gutter services including new installations (K-style, half-round, box gutters), repairs, cleaning, and gutter guard installations. Products include prepainted steel gutters, copper gutters, and decorative systems.
3. Roof Maintenance Programs: Annual maintenance programs for tile roofs and ongoing roof maintenance services including inspections, debris removal, flashing repair, and pressure washing.
4. Waterproofing Services: Elastomeric coating and deck coating/membrane applications for waterproofing protection.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

ARS Roofing, Gutters And Waterproofing is a North Bay (Sonoma, Napa, Marin counties) residential and commercial roofing contractor providing roof installation, repair, replacement, and maintenance using certified materials from GAF, CertainTeed, IB Roof Systems, and Metal Sales, complemented by gutter installation/repair/cleaning services and elastomeric/deck-coating waterproofing. The company offers 24/7 emergency response, free on-site estimates, and annual maintenance subscription programs, generating approximately 80% of business from repeat clients and referrals.

Product overview

ARS Roofing, Gutters And Waterproofing is a residential and commercial roofing contractor offering a comprehensive portfolio of products and services. The company provides roofing materials including Composition Shingles (GAF and Certainteed brands), Tile Roofing, IB Roof Systems single-ply membranes, Metal Roofing, and TPO systems, complemented by gutter products (steel, copper, Ogee, and decorative styles) and waterproofing solutions (elastomeric coatings, deck membranes). Services include residential and commercial roofing installation/repair, gutter installation/repair/cleaning, waterproofing, and 24/7 emergency response. The company operates as a GAF Master Elite Certified Contractor offering up to 25-year workmanship warranties and lifetime material warranties on certain products.

Differentiator

Problem solved

Functional benefit

Brands

• The LIME Foundation: 501c3 nonprofit foundation founded by CEO Letitia Hanke in 2015, providing vocational training in construction trades, music and arts education, and health-related assistance to seniors and at-risk youth.
• NextGen Trades Academy

Products and services

• Residential Roofing Services Full-service residential roofing offering including roof inspection, repair, maintenance, and full replacement for single-family homeowners, with 24/7 emergency service and free on-site estimates.
• Commercial Roofing Services Commercial roofing services including inspections, maintenance, repairs, and full replacements for commercial properties, with additional liability coverage for HOA, condominium, and apartment complex communities.
• Gutter Installation and Repair Services Complete gutter services including new gutter installation, repair, cleaning, and gutter guard installation, plus ongoing maintenance plans and debris removal for residential and commercial properties.
• Waterproofing Services Waterproofing services for roofs, decks, and foundations using elastomeric coating and deck coating/membrane applications to prevent water intrusion and damage on residential and commercial properties.
• Roof Maintenance Programs Recurring annual roof maintenance subscription including inspection for missing or broken tiles, flashing inspection and repair, debris removal, felt paper inspection, and pressure washing for moss and algae removal.

Quantifiable outcome

• 80% of business from repeat clients and referrals
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• NextGen Trades Academy Contractor NetworkcoreStrategic or Co-development PartnerNextGen Trades Academy connects graduates with paid apprenticeship and employment opportunities through a network of local contractors. The program teaches approximately 14 construction trades along with workplace readiness, CalOSHA certifications, and life skills. This partnership addresses the skilled construction workforce shortage, with the Associated Builders and Contractors reporting the U.S. industry will need over 500,000 additional workers in 2026.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bone Dry Roofing: Multi-state residential and commercial roofing contractor offering installation, repair, and gutter services. Directly comparable to ARS in core service mix (roofing + gutters + exterior) and SMB/homeowner target customer base, though operating at significantly larger geographic scale.
• Baker Roofing Company: Established residential and commercial roofing contractor serving homeowners, HOAs, and commercial property managers across the Southeast U.S. Highly comparable to ARS in offering full-service roofing, repair, gutter, and waterproofing solutions to a mixed SMB/enterprise customer base.
• Klaus Larsen Roofing: Regional residential roofing contractor with strong brand-led, founder-driven marketing. Direct peer to ARS in targeting residential homeowners with shingle/roof replacement services and leveraging brand storytelling (Habitat for Humanity partnerships) for differentiation.
• DaBella: Residential home exterior remodeler offering roofing, siding, and window replacement to homeowners. Comparable to ARS in targeting residential customers seeking roof and gutter solutions, with a multi-state regional model rather than single-market focus.
• Aspen Roofing & Exteriors: Regional roofing and exterior services contractor serving residential and commercial customers with installation and storm-damage repair. Direct peer to ARS in project-based roofing services with storm response and insurance restoration focus.

Broad incumbents

• Tecta America: National commercial roofing platform operating across more than 90 locations with a wide range of installation, repair, and maintenance capabilities. Larger broad incumbent in the same roofing trade but with a primarily commercial/enterprise customer mix rather than ARS's residential stronghold.
• Roofing Corp of America: Multi-brand national roofing platform aggregating regional residential and commercial contractors. Larger incumbent with overlapping capabilities to ARS across roofing, gutters, and exterior services, though operating through an acquired-brand roll-up model rather than founder-led single brand.
• Power Home Remodeling: National home exterior remodeling company offering roofing, siding, windows, and doors to homeowners. Comparable to ARS in residential roofing customer base and direct-to-consumer sales motion, though broader in scope and substantially larger in scale.
• Greenwood Industries: Commercial roofing and architectural sheet metal contractor serving industrial, institutional, and commercial customers nationwide. Broad incumbent offering overlapping capabilities to ARS's commercial roofing line, particularly flat/membrane systems and waterproofing work for large facilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ARS Roofing, Gutters And Waterproofing