In a roofing industry increasingly dominated by out-of-state corporations and private equity firms, a small family-owned Michigan company just beat the odds - and nearly 100,000 competitors - to earn one of the industry’s most coveted national honors.
Schoenherr Roofing, based in the greater Detroit area, was named a 2025 MVP Top Performer by Owens Corning, one of the world’s largest shingle manufacturers, for the Great Lakes region. The company was among just 13 contractors nationwide to receive the distinction out of a pool exceeding 100,000 Owens Corning-certified roofers.
“We’re one of 13 that got this award in 2025 for the MVP top performer,” said Ross Schoenherr, founder and owner of the company.
Schoenherr started the business in 1995, putting a roof on his own rental property in Waterford at age 23. Thirty years later, he says the core philosophy hasn’t changed.
“Under-promise, over-deliver, just not being a traditional or the stereotypical contractor, just doing what we say we’re going to do when we say we’re going to do it,” he said during an appearance on Live in the D.
That philosophy, he says, is what separates Schoenherr Roofing from a wave of consolidation sweeping the industry. Private equity has poured into the roofing sector over the past five years, with large investment-backed companies acquiring local firms across the country.
Schoenherr has watched it happen - and kept his distance.
“We don’t report to investors or other people like that. So, it’s family run. I care deeply,” he said.
Owens Corning, founded in 1938 and a Fortune 500 fixture for over seven decades, evaluates contractors on customer reviews, business integrity, and growth. Schoenherr Roofing has accumulated more than 1,000 five-star reviews online, with a 4.9-star average rating.
Schoenherr said the award reflects a deliberate choice to stay lean and personal.
“We’re going to keep it small enough to serve, keep it small enough to where we can still give personalized service, really, truly care, truly give you the best experience you’ve ever had or ever will have.”
The company has served roughly 7,000 homeowners in the Metro Detroit area. Free in-home estimates are available at mymichiganroof.com.