When Amy Feller founded Roofer Chicks in 2016, she set out to start a roofing company that looked, felt, and worked differently. Five years later, she doubled down on that idea with a hot-pink rebrand that turned heads between Austin and San Antonio.

What began as a gutsy, sparkle-forward concept is now a respected, performance-driven business—roughly half men and half women—known for its bright trucks, tight operations, and a growing all-female repair crew.

“We do get a lot of business from the trucks,” Amy said. “When customers call, many say they saw our trucks.”

The name itself, “Roofer Chicks,” started as an inside joke between Amy and her brother. Today, it’s a statement. They’re not just women in roofing; they’re professionals who own their craft.

“We’re not just a novelty. We’re the real thing. We just have fun doing it,” Amy said.

Building a Crew and a Culture

Amy’s vision is to train and field a six-person, all-female shingle repair crew. Recruiting isn’t easy since interest is often derailed by outside voices before candidates even give it a try. But inside the company, she’s built a culture that supports everyone.

Women often excel in detail work like flashing, caulking, and finish quality, and in homeowner communication. Men often bring greater physical strength and broader trade experience. Together, the Roofer Chicks team plays to each strength and holds the same high standard.

Right now, the team handles shingles, fascia carpentry, soldering, flashings, crickets, modified and metal repairs, selective TPO, and tile repairs. “More than I ever knew how to do when I was an installer,” Amy added proudly. “We put on a damn good roof.”

Tightening Operations

After experimenting with add-on services like handyman work and windows, Roofer Chicks refocused on their core roofing business. That renewed focus led to the same revenue and a sharper, steadier workflow.

They now operate with about 14 employees while maintaining consistent revenue, thanks to a clearer focus, stronger scheduling, and integrated systems. The company manages 20 to 30 appointments a day, with leads first answered by Builder Ops before being logged and tracked in JobNimbus.

After cycling through three production managers, Amy took over scheduling herself and stabilized the entire operation.

Running Smarter, Not Harder

For Roofer Chicks, smart systems are the backbone of growth.

“We use JobNimbus integrated with QuickBooks,” said Ellie Magalon, office manager. “ I don’t have to upload every invoice or add customers manually. Everything syncs.”

That integration means fewer manual entries, fewer errors, and cleaner accounts receivable. Every payment is visible in one place, and collections are almost frictionless.

“I like collecting debt. I’m good at it,” the office manager said. “Our oldest invoice right now is about two months, and it’s the only one.”

The team is also adopting measurement-to-estimate workflows that automatically pull square footage, eaves, and rakes to populate supplier pricing. With consistent markup baked in, every estimate reflects accurate cost and margin before materials are ordered.

“My job got cut down in half with JobNimbus and QuickBooks,” Ellie added.

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Inclusion without Illusion

Although women-led, Roofer Chicks isn’t a “women-only” company. It’s a company that believes skill and attitude come first.

“We’re about 50/50 men and women,” Amy said. “Customers love the girl crew. They notice the detail and the communication. But we’re clear: we don’t do all replacements with the female crew. We do what’s right for the schedule and scope,” Amy explained.

Recruiting women into the trades still means breaking norms and sometimes weathering skepticism.

Amy’s advice for anyone following her path is simple: “If you’re going to do it, do it. Learn the craft. Learn insurance. Learn manufacturers. Get the knowledge. And don’t be a crybaby.”

That blend of confidence, grit, and grace is what defines Roofer Chicks and what makes their brand more than just memorable.

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Results That Speak for Themselves

The Roofer Chicks brand has become one of the most recognized along the I-35 corridor. Their trucks are mobile billboards, driving inbound calls every day. Their scheduling is tighter, their back office cleaner, and their collections steadier.

They’ve proven that the trades don’t have to fit a stereotype and that operational excellence can shine just as brightly as a hot-pink wrap.

Roofer Chicks affirms two things: a bold identity and disciplined systems can coexist beautifully, and a team built on purpose will always put on a damn good roof.

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