We were lucky to catch up with James Kuntz recently and have shared our conversation below.

James, looking forward to hearing all of your stories today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Redefining the Standard: How Tarrytown Roofing Does It Differently

At Tarrytown Roofing, we pride ourselves on not following the crowd. In an industry where it’s easy to cut corners, prioritize speed over substance, and treat people as transactions—we choose a different path. One built on intentionality, long-term thinking, and a relentless focus on doing the little things right.

The Power of the Small Things

Where most companies look for shortcuts, we double down on the details. The way we greet a customer. The clarity of our estimates. The condition we leave a job site in. The proactive check-ins. The tone of an email. These might seem like small touches, but they compound—daily, monthly, and over years. They add up to trust, reputation, and long-lasting relationships.

In our world, excellence isn’t found in grand gestures—it’s in the consistent, quiet discipline of doing the right thing when no one’s watching.

Relationships Over Revenue

We believe business is deeply personal. Roofing might be the trade, but people are the focus. At Tarrytown, we lead with relationships, not revenue. We’ve learned that when you prioritize the relationship—when you slow down, listen, educate, and care—the rest works itself out. Profits follow integrity.

We’ve had clients refer us long before a project is even finished. Why? Because they feel seen, heard, and valued—not sold to. And that trust is everything.

Our #1 Customer: Our People

We don’t just serve homeowners—we serve our team. Our people are our first customer. Always.

The roofing industry is notorious for burnout and turnover, but we’re flipping that narrative. We’ve built a culture inspired by the best of the best tech companies—fast-moving, innovative, clear on mission—but with heart. Here, we invest in people not just to get results, but to help them grow for the long haul. We care about their families, their health, and their development.

No revolving doors. No disposable hires. Just a community of driven people who believe in building something great together.

One of the greatest compliments we’ve received was from a team member who said, “I’ve never felt more seen or supported in a workplace—and it’s a roofing company.” That’s the standard we’re setting.

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Changing the Industry—One Relationship, One Roof, One Detail at a Time

At Tarrytown Roofing, we’re not trying to be the biggest. We’re trying to be the most trusted. That means doing things the hard way when it’s the right way. That means investing in people—customers and team alike—for the long term. And that means staying relentlessly committed to the little things that, over time, create something truly rare in this space: a business built on trust, care, and purpose.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

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Meet the Founder: James Wolfgang Kuntz & the Story Behind Tarrytown Roofing

My name is James Wolfgang Kuntz, and I’m the founder of Tarrytown Roofing, based in Austin, Texas. I didn’t come into roofing the “traditional” way. I wasn’t born into a family business or handed a legacy company—I built this from the ground up with a deep belief that there’s a better way to run a roofing company. One rooted in craftsmanship, care, and culture.

The Journey In: From the Outside In

My background stretches beyond roofing. I was a cowboy in Mexico, worked in logistics, real estate and the tech space. Over time, I noticed a consistent thread: the bar in roofing was far too low. Fast cash, revolving door teams, poor communication, and almost no attention to long-term relationships.

I decided to start Tarrytown Roofing to change that standard—to prove that you can build a profitable, fast-growing company without sacrificing integrity, people, or quality. And most importantly, to create something that would leave a legacy for my family, my team, and my community.

What We Do

We’re a full-service residential and commercial roofing company focused on:
• New Roof Installations
• Storm Damage Restoration
• Re-Roofing and Upgrades
• Roof Repairs and Maintenance Programs
• Builder Partnerships and Exterior Package Solutions

We serve homeowners, custom builders, and real estate professionals across Central Texas with a process that’s built to reduce friction, increase clarity, and deliver high-caliber results.

The Problems We Solve

Most roofing clients come to us with two emotions: stress and skepticism. Whether it’s hail damage, a new build, or an aging roof—they’ve either had a bad experience before or they’re worried about having one now. We take that weight off their shoulders by being radically transparent, deeply communicative, and consistently reliable.

For builders and real estate partners, we solve for speed without sacrificing quality, and become an extension of their brand. We show up, we clean up, and we follow through—something far too rare in our industry.

What Sets Us Apart

Tarrytown Roofing isn’t just a business. It’s a mission. Here’s what makes us different:
• People First, Always: Our #1 customer is our team. We believe when you build up your people, they build everything else.
• Relationship-Centered: We don’t chase transactions. We build long-term partnerships—with our team, our clients, and our community.
• Obsessed with the Details: We do the little things right. Clean job sites. Prompt communication. Proactive updates. These compound into something far greater than the sum of their parts.
• Inspired by the Best: We borrow from the culture and systems of the best modern companies—tech, hospitality, finance—and apply them to roofing. That means a high standard, fast learning, and a deep care for people’s growth and well-being.
• Legacy-Focused: We’re not in this for a few good years. We’re building something we’ll be proud to hand down. Something that changes lives and lasts.

What I’m Most Proud Of

It’s not the revenue growth or even the roofs we’ve built—though those things matter. What I’m most proud of is the team we’ve cultivated. Watching someone with no roofing experience become a top performer in under six months, seeing a crew take pride in their craftsmanship, or getting a note from a homeowner that says “you made this process feel human again”—that’s what drives me.

We’re building more than a company. We’re building a culture of care, discipline, and trust in an industry that desperately needs it.

What You Should Know About Us

If you’re looking for the cheapest option, we probably aren’t it. But if you want to work with a company that sees you as a partner, that answers the phone, shows up when we say we will, and makes you feel like you actually matter—then we’d love to work with you.

We’re here to change the roofing experience—and prove that blue-collar trades, done the right way, can be just as innovative, people-first, and high-performing as the best companies in any industry.

We use rare blue earth magnets, decking to protect the property, tarps and consider the neighbors on every install. We also consider a good better best for every client to fit their budget.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

When Everyone Else Was Knocking, I Was Building: A Story About Going Against the Grain

Before I launched Tarrytown Roofing, I worked for one of the largest roofing companies in the country—big operations, big sales targets, big egos. It was fast-paced, high-pressure, and hyper-focused on volume. The model was simple: knock doors, chase storms, close fast.

That approach works—for a while. But something about it never sat right with me. I remember sitting in a sales meeting early on. The training was all about how many doors we could knock, how to “overcome objections,” and how to close the deal today. When I raised my hand and asked about building long-term relationships or referral networks, I got blank stares.

“That’s not how this works,” one rep told me. “Nobody has time for that. Hit your numbers.”

But I had a gut feeling: if you take care of people, if you show up differently, if you play the long game—you’ll win bigger and more sustainably. So, while everyone else was chasing hail maps and hammering neighborhoods, I took a different route.

The Risk

I started investing in myself. I paid out of pocket for marketing courses, sales trainings, and mentorship programs that had nothing to do with roofing—but everything to do with connection, storytelling, and trust-building. I studied how to think like a builder, how to listen like a homeowner, and how to speak like a partner. I didn’t see myself as a “roofing salesman”—I saw myself as a trusted advisor in the making.

The Grind

Instead of knocking, I networked. I’d walk jobsites before they were even framed, ask thoughtful questions, and get to know builders—not pitch them. I’d bring coffee to crews, ask about pain points, and learn how their workflows actually functioned. I stayed late. I followed up. I remembered names.

There were weeks when I felt left behind. Everyone else was closing five jobs to my one. But I held the line.

The Payoff

Months later, it all clicked. One of those builders called me—his roofer had flaked again. He needed someone that weekend. I made it happen. Then came another call. And another. And soon, those “slow months” turned into a steady stream of high-trust, high-margin business.

While others chased quick wins, I had quietly built a book of relationships that couldn’t be underbid or poached—because they were rooted in real trust.

One of those builders still works with me today, now through Tarrytown Roofing. He once said, “You didn’t come off like everyone else. You listened. You actually gave a damn. That stuck with me.”

What I Learned
• You don’t need permission to do things differently. Trust your gut. Even in rigid industries, there’s room for heart and strategy.
• Short-term sacrifices lead to long-term leverage. I wasn’t the top rep in year one. But I had the strongest pipeline in year two—and a brand that’s still growing.
• You don’t need to sell when you truly serve. When you show up consistently, invest in yourself, and play the long game, the sale becomes a byproduct—not the goal.

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This story isn’t just about a sale. It’s about choosing a different path—one where humanity, integrity, and patience compound into something far more valuable than commission checks.

Can you talk to us about how you funded your business?

That’s a powerful story of grit, faith, and personal transformation—and one that many people will relate to and be inspired by. Here’s a compelling version of your funding story that highlights your mindset, your health journey, and your decision to reinvest in the long game:

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Fuel Over Funds: How I Launched Tarrytown Roofing Without a Safety Net

When people ask how I funded Tarrytown Roofing, the truth is—it wasn’t about what I had in the bank. I didn’t come from money. I didn’t have investors, loans, or a financial cushion. What I did have was something more important: a full tank of belief in myself.

I came into the roofing industry without deep pockets—but with a fire that came straight out of a personal health journey that had reshaped the way I thought about life, business, and what I was capable of.

That journey taught me something critical: discipline, consistency, and belief can outperform almost anything—especially a dollar amount. So I bet on that version of myself.

“My Gas Tank Was Full, Even If My Bank Account Wasn’t”

In the early days, I poured everything I had—time, energy, resources—right back into the business. Every commission, every dollar of profit, every small win went straight into better systems, better training, better service. I didn’t upgrade my lifestyle—I upgraded the company.

I drove a beat-up truck longer than I probably should have. I worked weekends. I handled estimates, installs, customer calls, and backend ops. There were no shortcuts—just grit and trust that it would all compound.

I didn’t wait for perfect circumstances. I trusted that if I showed up relentlessly, stayed aligned with my values, and led with service—the revenue would come. And it did.

Why It Worked
• I focused on investing, not extracting. Instead of trying to “get rich quick,” I built slowly with intention—creating something that could scale without selling out.
• My health journey gave me a mindset edge. I already knew what discipline, discomfort, and growth looked like. I brought that same mentality into the business.
• I stayed clear on why I was building. It wasn’t just about roofs—it was about creating freedom, legacy, and opportunity for my future family and team.

Today

Tarrytown Roofing is thriving—not because I had a ton of capital, but because I had conviction. I’ve learned that the most important kind of startup fuel isn’t financial—it’s internal. It’s being willing to go all-in on yourself before anyone else believes in you.

If you’re starting from zero, here’s my advice: double down on your character, your discipline, and your ability to figure it out. The money will follow. Most important if you feel off be curious and figure our whats going on in your body. Holistic and functional health have changed my life.

Contact Info:

• Website: https://Www.tarrytownroofing.com
• Instagram: https://www.instagram.com/tarrytown_roofing/