Raise the Roof with Excel Roofing

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The year was 1990, and Denver had just experienced the most devastating hailstorm in its history.

Texas storm chasers (a type of roofer known for doing sloppy and dishonest work) flooded into the state, and some were brought up on charges and eventually kicked out. It was during this time that some of these storm chasers recruited J Bretz to sell roofs. Storm chasers often look to partner with established roofers because it gives them a quick way to get business in an area they’re unfamiliar with. This is a bad partnership because they perform terrible work, and once they collect payment up front, they leave town, leaving the homeowner with unresolved issues and no way to hold them accountable.

J had an aviation management degree and was caught in the downsizing of Continental Airlines, which had decided to leave Denver as a hub. While working on a construction project, J was recruited by the storm chasers to enter the roofing business.

J worked in the Denver area for about eight months under a salesman left behind by the Texans. The training was inadequate, and J later said that, had he known better, he should have quit. However, due to J’s tenacity and not knowing what else to do, he stuck with it. In April of that year, a devastating storm hit Dallas, and the company’s owners called J, saying, “Come on, it’s time to go.”

In a small town south of Fort Worth called Cleburne, J immersed himself in door-to-door roof sales and job management. During this time, he learned the good, the bad, and the ugly of the roofing business. In that Texas county, no permits or insurance were required—it was the Wild West. Roofs were installed without new felt paper, new flashings, or anything new except shingles. Through this experience, J learned the right and wrong ways to do things.

Fast forward, and the storm chasers encouraged J to form his own company in Colorado, offering to work with him if it hailed there. So, J did just that—he formed Excel Roofing in 1993 and never looked back. In 1996, another hailstorm hit, and the storm chasers returned to work with him. However, J learned valuable lessons about the importance of good representation and field management and decided never to work with storm chasers again.

J refined his methods, built the best system possible, recruited top project managers, and implemented a “no money until the job is finished and the customer is satisfied” policy. This evolved into the company’s motto: “You don’t pay a cent until you’re content,” a principle that remains a core value today.

Both J and Excel have adapted over the years to different roofing styles and best practices. J recalls that cedar shakes were once popular, and Excel Roofing installed many of them. He laughs as he looks back on that bygone era, comparing it to bell-bottom pants. Since then, Excel Roofing has become a premier company in Denver, installing high-end concrete tile, synthetic hail-proof roofs, metal, and premium asphalt shingles, catering to the specific needs of its customers.

Excel Roofing has long been recognized by major insurance companies as one of the best roofing companies in Denver. It has been recommended by many insurers for its consistent high standards, which meet the expectations of both insurance companies and homeowners alike.

Over the years, roofing materials have come and gone. J recalls a Portland cement and wood mixture product that failed miserably—Excel never installed any. Lightweight concrete tiles once seemed promising but didn’t hold up well in the local climate. Cedar shakes are now a thing of the past, though occasionally they are still used for historical properties. Installing these is a challenge, as cedar roofing is more of an art than a simple pattern of laying shingles, and it’s becoming harder to find skilled workers for these jobs.

When asked if he thinks insurance companies will stop insuring roofs in Denver, J says, “I don’t think so. Over the last 31 years, we’ve seen many changes, but people still need roofs on their homes, and they still need insurance.”

One of the recent additions to Excel Roofing is J’s son, Henry Bretz, who has taken on the role of Vice President and is actively involved in day-to-day operations. “I’m very proud of Henry,” says J. “He seems capable of handling situations that took me years to learn.” As the company moves forward, J plans to step back and let Henry assume full responsibility in the coming years.

J’s advice to homeowners looking for a new roof?

Choose a product that fits your neighborhood and offers a good return on investment. If you can afford a high-end hail-resistant roof, it can save you the hassle of reroofing after a storm.

He also advises ensuring that your attic is properly insulated and ventilated. Good insulation will help retain cool air in the summer and warmth in the winter, while proper ventilation will help hot air escape and prevent moisture buildup, which can cause issues that often resemble leaks.

The most important piece of advice J can offer is to choose your contractor wisely. Look for someone who has been in business for a while, has a good reputation, and has a physical location. It’s easy to check on Google Maps to see if they’re a real roofing company with a yard. Most importantly, never pay any money until the job is complete and you are satisfied. Excel’s motto—“You don’t pay a cent until you’re content”—is one to live by.

Excel Roofing has been in business for 31 years and looks forward to another 30-plus years under the leadership of Henry Bretz. As of September 2024, Excel Roofing has completed over 45,000 projects and, according to their Owens Corning representative, is the largest buyer of Owens Corning materials in the region. Excel now operates out of four locations and stands as one of Colorado’s premier roofing companies, built on a foundation of hard-earned experience and a commitment to doing things the right way.

Visit excelroofing.com or call 303-761-6400.