Welcome to RoCo Roofing
About RoCo Roofing
RoCo Roofing was founded by Steve Roberts and is based in Holland, Michigan. The company is a licensed Michigan builder, BBB Accredited with an A+ rating, and a GAF Certified and IKO RoofPro contractor. Every customer is assigned a dedicated project manager, and every installation carries a 10-year workmanship warranty.
A West Michigan roofing company built on doing the job properly and telling you the truth about what your roof needs.
Meet Steve Roberts
Founder & Owner
Steve Roberts brings more than 25 years of experience across entrepreneurship, sales and sales management, marketing and advertising, and the insurance industry. Having helped build several startups from the ground up, he understands what it takes to turn a vision into a business — developing strong teams, earning customer trust, and establishing the systems and standards needed for long-term growth.
As the owner of RoCo Roofing, Steve applies that experience to building a company defined by professionalism, accountability, and a better customer experience. His approach to leadership emphasizes clear communication, strong relationships, and consistent execution. He believes a company’s reputation is earned through the people it employs, the quality of its work, and its ability to deliver on its commitments. His background in the insurance industry also gives him a broader perspective on the challenges property owners face and the importance of helping customers make informed decisions.
Outside of business, Steve is a husband, a father of five, and a proud member of the communities RoCo Roofing serves. Family, hard work, and personal responsibility are values that shape both his life and his approach to leadership. His vision extends beyond building a successful roofing company — it’s about creating an organization built on trust, developing a team that takes pride in its work, and establishing a reputation that endures as the company grows.
The RoCo Story
Steve’s journey into business ownership began with a genuine love for the roofing industry. While working for a local roofing competitor, he enjoyed the work but saw opportunities to improve how business was being done and how customers were being served. He believed there was room to bridge gaps in the industry, create a better customer experience, and build a company where accountability, communication, and doing the right thing were more than just words.
That vision became the foundation of RoCo Roofing.
Having been an entrepreneur at different points throughout his life, Steve wanted to build something of his own — a company shaped by his values, his work ethic, and his commitment to treating people right. But this was about more than business ownership. It was about creating a future for his family and building something they could be proud of.
Our belief is simple: take care of people, stand behind your work, and always do business the right way.
Built by People Who Care
We believe a strong company is built by the people behind it. Every member of the RoCo team contributes to the experience our customers receive, and we recognize the importance of creating opportunities for hardworking individuals who take pride in what they do. As RoCo grows, our responsibility is to build a company with strong values, clear expectations, and a culture of accountability. We want our team members to feel proud of the company they represent and understand that the way they serve customers matters just as much as the work they perform. Building a respected company takes consistency, commitment, and a willingness to stand behind your work. Those are the standards we strive to uphold as we continue to grow.
Steven Roberts
Founder & Owner
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Colleen Roberts
Executive Assistant
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Patrick O’Brien
Project Manager
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Robert Gifford
Project Manager
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Nate Switzer
Project Manager
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Nolan Ferris
Commercial Development Rep
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Karin Povish
Commercial Development Rep
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The RoCo Experience
Personal Approach
You deal with the same people from the first inspection to the final walkthrough. No call centres, no handing you off to a crew you’ve never met.
Clear Communication
You’ll know what we found, what it costs, and when we’re coming. We send photos of the damage and explain the options in plain language.
Quality & Attention to Detail
Proper underlayment, correct flashing, clean ventilation. The parts of a roof nobody sees are the parts that decide whether it lasts 12 years or 25.
Long-Term Relationships
We’re not here for one storm season. Most of our work comes from people who’ve used us before or were sent by someone who did.
Trust & Credentials
Anyone can call themselves a roofer. Here’s what backs up ours:
- Licensed and insured in Michigan — full liability and workers’ compensation cover, with documentation sent on request
- BBB Accredited Business with an A+ rating
- 10-year workmanship warranty on every installation, on top of your manufacturer’s material warranty
Family & Company Story
The name RoCo brings together two family names — Roberts and Cole — honoring Steve’s biological son and stepson. From the beginning, the name represented something bigger than a business. It represented family, hard work, and the desire to build something meaningful that could last for generations.
Bringing the Roberts and Cole names together was a deliberate decision. Steve wanted both of his sons to understand that the company represented the importance of family, the value of working hard, and the responsibility of following through on something you start. He wanted them to see that the effort he put in every day had a purpose: to build something meaningful for the people he loves and to demonstrate through his actions what commitment looks like.
One of the most meaningful possibilities for Steve is the thought that, someday, he may have the opportunity to work alongside his sons and daughters and continue growing the company together. That possibility is part of the vision that makes building RoCo so rewarding. The goal is to create a successful company that can become a lasting family legacy.
For Steve, the meaning behind the name will always remain personal. Roberts and Cole represent the family that inspired the company, and RoCo represents the opportunity to turn that inspiration into something lasting.
Our Vision for the Future
Our roots are in Western Michigan, where we work with homeowners and commercial property owners throughout the region. We value the communities that have helped shape our business, and we believe being a good business means looking beyond the work itself. As RoCo grows, we want to find meaningful ways to give back locally, including opportunities to support our veterans.
Our long-term vision is to grow RoCo from a local roofing company into a trusted name serving homeowners and commercial property owners throughout the Midwest. We want to expand our reach, create more opportunities for our team, and build an organization that our family can continue to grow with and take pride in.
Growth should never mean losing sight of what matters. As our company expands, we intend to preserve the personal attention, customer-first mindset, and commitment to doing things right that inspired Steve to start RoCo in the first place.
We want to build a business that earns its reputation through the quality of its work, the way it operates, and the trust it develops with the people it serves. A company that creates opportunities for its employees, contributes to its communities, and remains grounded in the values on which it was founded.
OUR Trusted Partner
The quality of a roof depends on more than the crew installing it. We work with partners whose standards match our own — and we’ve built some of our tools ourselves.
As an IKO RoofPro contractor, we install systems backed by manufacturer certification, which means extended material warranties on top of our own 10-year workmanship guarantee.
On financing, we work with GreenSky, Wisetack and Acorn rather than a single lender, so you’re not tied to one company’s terms. Checking your options takes a few minutes and won’t affect your credit score.
We also built StormCheck, our own storm-monitoring platform. It tracks hail and wind activity across our service area, so when a storm passes over your address, we know. That means we can reach out before small damage becomes a leak, and document it properly while your insurance claim is still straightforward. Most roofing companies wait for the phone to ring. We’d rather call you first.
Frequently Asked Questions
Is RoCo Roofing licensed and insured?
Yes. We hold Michigan Builder License #272500017 and carry general liability, professional liability, auto liability and workers’ compensation insurance, plus bonding. We’re happy to provide proof before any work begins.
What areas does RoCo Roofing serve?
We serve Holland, Grand Rapids, Wyoming, Kentwood, Byron Center, Ada, Rockford, Hudsonville and surrounding West Michigan communities.
What warranty do you offer?
Every installation carries a 10-year workmanship warranty from RoCo Roofing, in addition to the manufacturer’s warranty on the materials, which typically runs 25 to 50 years depending on the product.
What does the name RoCo mean?
It comes from the surnames Roberts and Cole, after founder Steve Roberts’s two sons.
Do I get a dedicated point of contact?
Yes. Every customer is paired with a dedicated project manager who guides them from the first conversation through to completion.