NAHB Remodelers of the Month

by Kacey Larsen

Joe Roeser: President, CEO, CAPS, CGP

Cindy Roeser: Vice President & Business Manager, CAPS, CGP

Roeser Home Remodeling, Kirkwood, Mo.

Year Founded:  1985

Number of Employees: Six


Who started your company?

Joe: I did in August of 1985.

Cindy: I came into the business when Joe asked for help a year or so after he started.

What did you do before becoming a remodeler? 

Joe: I was a cabinet maker originally, then I built pre-fab homes, and then did remodeling and kitchens for a high-end kitchen company.  When the owner sold his company to retire, I went out on my own.

Cindy: I sold cosmetics and then worked for a sporting goods company selling ski equipment.  I also did all their special events and put together all their displays (winning the Christmas Window Award in the community three years in a row)

How has the remodeling profession changed since you’ve been involved?

Joe: It is more professional, more designations and more government involvement.

Cindy: Our profession has changed in so many ways, too many to list. One major change is that remodeling is actually a category that stands on its own within our industry now.  When we first started, no one understood remodeling nor did they refer to our field as remodeling.  The recognition is a double-edge sword, because now government regulations, E.P.A. and OSHA are all finding ways to be involved with our industry.

What does being part of NAHB mean to you?

Joe: Education and designations.  Always learning and keeping up with current industry issues is important to run an above-board remodeling company.

Cindy: Being part of the big picture.  We could live in our own little “me” world and just concentrate on our own companies, or we could truly make a difference by joining other remodelers and being part of helping keep what’s best for our industry and changing what’s not. The next generation needs us now.  

What is your favorite item in your office?

Joe: My picture of the different phases of the implosion of the St. Louis Arena where the St. Louis Blues Hockey used to play.

Cindy- I have a canvass picture of Lucille Ball with WWLD [What Would Lucy Do] under it.  When I am stressed or trying to figure something out, I always look to Lucy!  I do love the Solar Velux skylights above my desk too; it’s a tie for favorite.

What motivates you every day?

Joe: I love what I do.  I have never wanted to do anything else.  Faith and family also means the world to me.

Cindy: The joy in our client’s happiness.  They always start off scared (it’s a big step and a lot of money) and end the process elated. It makes us feel proud that we have made someone so happy and that we did right by our industry.

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