Tips For Launching A New Business With Justin Persinger Of The Expert Co

Justin Persinger didn’t exactly plan to get into the roofing industry. Things just kind of worked out that way, but we’ll get to that in a moment.

“I was a mechanic for six years and then I made the switch into finished carpentry. I worked with my father-in-law starting in 2009 and then I began my LLC,” said Persinger, who was living in his hometown of Denver, Colorado at the time. “I was a subcontractor for him and did a lot of custom woodworking and kitchen and bathroom remodels.”

In 2012, Persinger and his family decided they were ready for a change of scenery so they made the move to Minnesota. But it wasn’t exactly a smooth transition.

“I’d gotten a job as a remodeling project manager for a company but then after I moved out here, on my first day on the job, I was told that the position they’d hired me for was terminated,” he said. “The only other position they had available was storm damage sales.”

Persinger decided to give the sales role a try and began learning the ropes of doing roof inspections and working with insurance companies. At the same time, he’d restarted his LLC so he could do carpentry work on the side. Then from 2018 to 2020, he worked for another company as a large-scale project manager but in 2020, right before the pandemic hit, there was another setback.

“They terminated my position because they were taking their business in a different direction,” Persinger recalled. “At that point, I still had my LLC open and I was doing side repairs at the time so I figured I’d get my own general contracting license. I’d also always enjoyed inspecting homes so I got my home inspector certification and started my own business in 2020.”

Today, that business, Centerville-based The Expert Co., provides home and property inspections and asphalt and metal roofing repairs and replacements for homeowners in Minnesota and Wisconsin. His goal is to serve each customer with honesty and integrity and to assure them that they truly are getting what they paid for, which is something you don’t always find in the construction field. 

And his customers are singing his praises:

“I was extremely pleased with the service I received from Justin at The Expert Company.  He met with my insurance adjuster for several hours pointing out the major hail damage and was instrumental in us getting State Farm to honor the hail damage claim.”

“Working with Justin from start to finish on a project for my home’s exterior was easy. I was very pleased with his service and equally important, his communication throughout the process. I would recommend and hire Justin again for future home projects!”

“Justin, thank you for your professionalism and skill. I really appreciate your help with our roof leak.”

Even though his career path wasn’t what he had originally envisioned for himself, Persinger is very happy with where he’s ended up. 

“I think what I enjoy most is that I can take care of projects and my clients as I see fit versus trying to do that through another company and how they see fit,” he said. “It’s great to be able to pursue this business by myself and do things my way.”

To be sure, starting a new company can be scary, but if you have the entrepreneurial spirit and drive that Persinger does, it can also be the most rewarding thing you ever do. If you’re thinking of going out on your own, here are a few of his observations and suggestions:

  • Expect to work hard: The first three to five years of starting a business can be extremely challenging, Persinger said. Be prepared to put in long hours so you can establish a strong foundation for your company and ensure it’s off to the right start.


  • Don’t be afraid to ask for help: Most business owners are more than happy to share their wisdom with others who are just getting started – all you have to do is ask! If you’re not already connected with your local business community, Persinger recommends getting involved with some networking groups to expand your reach. That said, it’s important to approach these interactions with the right attitude. “When I first started going to meetings, I went in with the mindset of ‘how can I get business from these people?” he said. And to a point, that’s a good thing to think about! However, he noted, to really benefit from these groups, you can’t only focus on selling yourself. “If you want to build relationships with other business owners, you have to think about how you can help that other person out,” he said. “You want to find ways to connect with them so that you’re able to become friends, share referrals and help each other with questions and stressful situations,” he said. In other words, it’s all about give and take.


  • Be a good communicator: When you’re having a project done at your home, there’s nothing more frustrating than feeling like you’re left in the dark – and yet it happens all the time. Persinger, a self-described ‘over communicator,’ advises finding a balance between good communication with the right kinds of details versus explaining too much and overwhelming people with minutiae. Additionally, he suggests taking cues from each individual customer and talking to them about their communication preferences. That way, everyone is getting their needs and expectations met from day one. And when customers have a positive experience with your company, they’re probably going to tell their friends and family about it, which can lead to more referral business for you. That’s always a good thing, right?


Abra Kadabra Environmental Services is proud to share the wisdom of business owners from our community through our thought leadership series. If you’d like to be featured, click here.

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