Building Trust, One Roof at a Time Success Through Relationships and Integrity
By Samantha Brown
Sometimes the pivotal decisions of life are made in the most unexpected places, and for Joe Nettles, that moment occurred in 2018, during a hiking trip in the Northwest Territories of Canada. While he and his trail partner were enjoying the view from the top of a waterfall, their conversation was philosophical as they discussed the definition of happiness and whether or not they were truly satisfied with the trajectory of their lives. Specifically, neither felt particularly pleased with their jobs, so right there, surveying the rushing water below, Nettles promised himself that, when he returned home, he was going to change careers. Ultimately, that decision led to him launching his own company: Magnolia Roofing & Remodeling.
Years before joining the roofing industry, Nettles, a Walterboro native, had attended USC in Columbia and completed a degree in sports management. After graduating in 2006, he worked as a park ranger but soon realized that this was not his calling. One day, he serendipitously reconnected with a friend who had started his own roofing company, and he encouraged Nettles to come on board with the pitch: “I need somebody who can sell roofs, and you can sell anything.” Nettles agreed to give it a try, but with the caveat that he would not be nailing shingles. They reached an agreement, and Nettles spent the next six years learning the trade.
Eventually, Nettles was able to launch his own company, which he named Magnolia Roofing after one of his favorite tunes, “Sugar Magnolia” by the Grateful Dead. From the start, he was determined to do things differently. He wanted to stay small as long as possible to focus on quality, relationship building, and being present. “If you are dealing with Magnolia Roofing, you are dealing with the owner,” Nettles says. He made that promise from the start, and he continues to stand by it.
The early years weren’t without difficulties, however. Because he had a small team, the biggest challenge was not being able to be everywhere at once. Handling materials, crews, inspections, and sales, simultaneously, was a lot to take on, but over time, Nettles built a team who shares his vision and values.
The Magnolia team “feels like family,” Nettles says, and in fact, his sister, Lauren Nettles, oversees the inhouse operations. He even jokes that he “owns the company, but she’s the boss.” “Doug Hayes serves as my second-incommand,” he adds, “and the team includes Sam Sitko and Catlin Ard in the field, plus Tiernan Crossley handles the marketing and networking.”
Nettles continues, “Everybody who works here says they love their job,” and when the crew is asked to describe the work culture at Magnolia Roofing, their responses are compelling. Lauren speaks of “pride and honesty,” while other team members use descriptors like “integrity,” “teamwork,” “quality,” and “trust.” Although their internal banter can be somewhat lighthearted and fun, they also take pride in the quality and professionalism of each job and endeavor to provide each customer with exceptional service.
When Nettles was asked about Magnolia Roofing’s core values, he did not hesitate to say: “The biggest one’s going to be honesty,” especially as it relates to sharing the facts about the actual life expectancy of a roof. Also, the company applies a low-pressure approach to sales, since Nettles wants people to feel comfortable and secure about hiring his company. He wants to build trust and establish repeat business; therefore, he treats everyone fairly and respectfully as Nettles never wants a client to feel like “a number” and hopes that the overall experience is positive— from the first call to the final inspection. When it comes to running a small business, Nettles holds to a simple philosophy that sets them apart: Find something your competition doesn’t want to do and be good at it. For Magnolia Roofing, that means focusing on steady, relationship-based work, and this unique approach has served them well. Even when the season slows down for others, Magnolia Roofing stays busy, and the team is truly grateful for it.
Today, Magnolia Roofing & Remodeling has become one of the most trusted names in the industry throughout the Midlands, and their logo-emblazoned vehicles are a familiar site to many in the area. In total, the company operates six mobile units, each offering services such as roofing, siding, and gutters to residential and commercial clients.
Although Magnolia Roofing serves the greater Midlands area, their reach occasionally broadens to customers in Sumter, Aiken, Orangeburg, and Newberry. Over the next five years, Nettles plans to continue growing by expanding into new markets; however, maintaining the quality and personal service that reflects his values will still be upheld.
This roofing company’s commitment to the local community even extends beyond business. Recently, Magnolia Roofing won the Central Carolina Realtors® Association Affiliate of the Year Award for their community involvement, a recognition merited for activities such as delivering blankets to homeless shelters. The company actively supports several local charities including Lighthouse for Life, which fights human trafficking; the animal-focused nonprofit, We Are Zeus; the child-mentoring programs of Ezekiel Ministries; and the Cola Rosé Shower, a women’s health awareness event. The team is active in four Liberty Networking chapters, with Nettles serving in the role of president for one of them. In addition, Nettles proudly supports local baseball team, the Columbia Fireflies, and the outfield wall showcases Magnolia Roofing signage.
According to Nettles, his company’s successes are not measured by the number of roofs installed, but by the sum of blankets delivered, nonprofits supported, and relationships built. Although repairing roofs is important, Nettles and his team are developing trust, one satisfied neighbor at a time. From that waterfall moment until today, he has established a thriving enterprise that proves you can succeed while staying true to your values.
Magnolia Roofing & Remodeling LLC magnoliaroofssc.com (803) 908-7131
