First in a three-part series on Arizona-based Icon Roofing
Staff Reports | Business & Commerce
When Zac Payne first stepped onto a roofing jobsite in 2013, he wasn’t planning to build a roofing company. He was a college student looking for a way to help pay tuition.
More than a decade later, that summer job has grown into Icon Roofing, a Mesa-based company that has served thousands of Arizona homeowners while building a reputation around a simple idea: treat customers the way you would want your own family treated.
For Mr. Payne, the journey from material delivery driver to business owner wasn’t just about learning how roofs are built. It was about learning what was missing in an industry that often struggles with consumer trust.
Learning the business from the ground up
Mr. Payne began working summers for his uncle’s roofing company in Chandler while attending college. His first responsibilities were straightforward: delivering materials and pulling trailers.
Over the next several years, he worked his way through nearly every aspect of the business, serving as a laborer, project manager, sales representative and eventually general manager for one of his uncle’s roofing companies.
Those experiences provided a comprehensive view of the roofing industry, including both its strengths and its shortcomings.
“I saw the best and worst of this industry,” Mr. Payne said. “What bothered me most was how often homeowners were left in the dark.”
Too often, he said, customers weren’t given clear expectations before a project began. When problems arose, communication frequently broke down and homeowners were left frustrated and uncertain about what came next.
Those observations planted the seed for what would eventually become Icon Roofing.
Building a different kind of roofing company
In 2021, Mr. Payne and his wife, Blakely, decided to launch their own company.
Their vision was straightforward.
“We wanted to be the roofing company we’d want working on our own home,” Mr. Payne said.
That philosophy became the foundation of what the company calls “The Icon Way,” a customer-focused approach built around four promises: competitive pricing, quality materials, a satisfaction guarantee, and warranties covering both materials and workmanship.
Underlying those commitments is a broader mission that Mr. Payne believes separates the company from many competitors.
“We save people from bad roofers,” he said.
Rather than focusing solely on installations and repairs, the company emphasizes helping homeowners understand what their roofs actually need and providing honest recommendations, even when that means recommending a less expensive solution.
Early challenges and early growth
Like many startups, Icon Roofing faced hurdles in its first year.
Although Mr. Payne already had eight years of industry experience, the newly formed company lacked an established track record. Potential customers researching the business would see a company that had only recently received its license.
“It was a challenge not having a track record of our own under Icon Roofing when we were brand new,” Mr. Payne said.
The business, however, gained momentum quickly. Growth came fast enough that Mr. Payne brought in family members to help manage phone calls, scheduling and administrative work.
What began as a husband-and-wife operation soon expanded beyond its modest beginnings.
“We stored our trailers and roofing material on the side of our house in Mesa,” Mr. Payne said.
Today, the company operates from its own office and has assembled a team of roof advisors, project managers and installation crews.
Growth without losing the mission
As Icon Roofing expanded, so did its certifications and technical expertise.
The company has earned GAF Master Elite certification, a designation held by a small percentage of roofing contractors nationwide. It has also received specialized certifications for tile roofing, flat-roof systems and walk-deck applications.
While those credentials reflect the company’s growth, Mr. Payne says the core philosophy remains unchanged.
“What hasn’t changed is how we treat people,” he said.
That commitment to customer education has become one of the company’s defining characteristics.
Instead of high-pressure sales tactics, Icon Roofing’s consultants document roof conditions with photographs and walk homeowners through the options available to them.
“You may need a whole new roof, or you may just need a little maintenance,” Mr. Payne said. “We let your roof tell the story.”
The company also emphasizes pricing transparency, with Mr. Payne noting that customers frequently tell him the quoted price is the exact amount they ultimately pay.
Earning trust one customer at a time
Mr. Payne understands why many homeowners approach roofing contractors with skepticism.
“Honestly, that nervousness is earned,” he said. “There are a lot of bad roofers out there.”
His response is full transparency.
The company documents roof conditions with photographs, explains findings in writing, communicates throughout each phase of the project and encourages prospective customers to verify licenses, insurance and online reviews before making a decision.
“I’d rather a homeowner verify us than just take our word for it,” Mr. Payne said.
That approach has helped turn many skeptical customers into repeat clients and referral sources.
For Mr. Payne, trust is built on a foundation of honesty, education and accountability.
“We tell people the truth about their roof, even when it costs us a sale,” he said.
More than a slogan
Those principles are reflected in the company’s familiar motto: “Stay Icon Dry.”
While it serves as a memorable marketing slogan, Mr. Payne said it carries a deeper meaning for both customers and employees.
“It’s a promise,” he said.
The phrase represents a commitment to protecting Arizona homes from extreme heat, monsoon storms and the wear and tear that comes with desert living. It also serves as a reminder that the company’s responsibility doesn’t end when the final shingle is installed.
“It means that if something ever does go wrong, you call us and we show up, because our name is on that roof,” Mr. Payne said.
For a company that started with trailers parked beside a Mesa home, that promise remains at the heart of the business.
