Protecting Homes, Promoting 2nd Amendment: Roof Royale's Bold Texas Marketing Strategy

Could a roofing company's marketing campaign reveal something deeper about Central Texas values? Roof Royale thinks so with their bold "You're Welcome for my Service" promotion running May through July 2025.

The Austin-based company has created quite a stir by offering customers who purchase and fully pay for a new roof a voucher for a free AR-15 rifle. Before you raise eyebrows too high, they've got all the legal bases covered. Recipients must be 21+ and legally eligible to own firearms, with all transfers handled through federally licensed dealers who conduct standard background checks. As founder Tony Schlesinger puts it, this reflects their commitment to "protecting what matters" – positioning roofing as part of a broader value system around home, family, and freedom.

What makes this campaign fascinating is how it pairs this attention-grabbing offer with genuine community service. Alongside the rifle promotion runs their fourth annual veteran roof giveaway, where one deserving veteran in Central Texas receives a completely free roof replacement. Community members nominate veterans they know who could use help, creating a grassroots support network across the many towns Roof Royale serves – from Austin proper to Round Rock, Cedar Park, Leander, Georgetown and beyond.

The timing coincides with post-storm season when many homeowners face hail and wind damage. Roof Royale has built their reputation on quality materials and craftsmanship, partnering with major manufacturers and handling everything from asphalt shingles to metal roofs and insurance claims assistance. They've positioned themselves as local experts who understand both Texas weather and Texas values.

This unusual marketing blend – mixing Second Amendment appeal with veteran support – creates fascinating questions about business, community, and regional identity. Whether brilliant targeted marketing or unnecessarily provocative, it certainly gets people talking. Have you seen other local businesses reflect regional values in unusual ways? Check out roofroyale.com to learn more about either aspect of their unique campaign.

Episode Transcript

Speaker 1 (00:00):
Welcome to the Deep Dive.
Today we're zeroing in onsomething pretty unique,
actually An announcement from acentral Texas roofing company,
roof Royale.
You might know them, they doroofing all over the greater
Austin area, but their latestsales event, well, it's
definitely making some waves.

Speaker 2 (00:17):
Oh, absolutely.
It's called the You're Welcomefor my Service campaign and,
yeah, it's not your standarddiscount offer.
It really makes you think,doesn't it?
What's the strategy here?
What does it say about thecompany and maybe even the area?

Speaker 1 (00:31):
Okay, let's back up a bit.

Speaker 2 (00:32):
For anyone who doesn't know who is Roof Royale
Right, so they're based righthere in Austin, Texas, and, like
you said, their service area isreally the whole greater Austin
region.
They've built up a solid namefor themselves, doing both
residential and commercialroofing.
They talk a lot about quality,using materials that hold up in
our weather think likehail-resistant shingles,
energy-efficient metal roofsthings you need around here

(00:54):
Reliability, craftsmanship youknow, being a local company, you
can trust.
That seems to be their focus.

Speaker 1 (00:59):
Got it A local name focused on durability.
So this You're Welcome for myService event.
It runs May 1st to July 28th2025.
You mentioned two parts.

Speaker 2 (01:09):
Exactly, yeah, Two main things going on.
First, there's this prettyunusual sales incentive for
getting a new roof and second,they're continuing something
they do every year giving backto veterans.

Speaker 1 (01:20):
Okay, let's tackle that first part.
The sales incentive.
I heard it involves, well, anAR-15 rifle, Is that right?

Speaker 2 (01:27):
That's the one.
Yeah For that period made atend of July.
If you get a full roofreplacement and, importantly,
pay for it completely withinthose dates, they're offering a
free AR-15 rifle.
It's definitely an attentiongetter.

Speaker 1 (01:39):
It is Wow, okay.
So the big question, I imagine,for a lot of listeners is how
does that work Legally?

Speaker 2 (01:45):
I mean, Right, that's crucial and they laid it out.
It's not like they just handyou a rifle with your roofing
invoice.
What happens is the eligiblecustomer, once everything's paid
up, gets a ticket like avoucher.
You take that ticket to afederally licensed firearms
dealer, an FFL.

Speaker 1 (01:59):
An FFL.

Speaker 2 (02:00):
Yep and that dealer does the standard federal
background check.
All the usual legal hoops forbuying a firearm.
You still have to jump throughthem.
The transfer only happens ifyou pass.

Speaker 1 (02:10):
So it's handled through the proper legal
channels.
What about like age?
Who can actually get this?

Speaker 2 (02:14):
Good question.
You have to be 21 or older and,of course, you need to be
legally eligible to own afirearm under both federal law
and Texas state law.

Speaker 1 (02:25):
No corners cut there, the founder, Tony Schlesinger,
actually commented on this.
Right Gave some context.

Speaker 2 (02:30):
He did.
He talked about being proudTexans believing in freedom.
Service that kind of thing Saidthe promotion reflects their
commitment to protecting whatmatters your home, your family.
He basically acknowledged it'sbold but feels it fits with the
values here in Central Texas.

Speaker 1 (02:45):
Bold is definitely the word.
Okay, let's shift gears to theother piece of this campaign,
the fourth annual veteran roofgiveaway.
That sounds well, quitedifferent.

Speaker 2 (02:56):
Totally different.
Vibe.
Yeah, this is something they doannually.
They give one deserving veteranin the Central Texas area a
completely free roof replacement, no strings attached, just a
way to say thank you.

Speaker 1 (03:06):
That's really commendable.
How does a veteran getnominated for that?

Speaker 2 (03:09):
It's community driven .
They want people in CentralTexas to nominate veterans.
They know you send an email.
It's veterans at roofrealcom byJuly 28th.
In the email you just need toexplain the veteran's service
and you know why they need anddeserve a new roof.

Speaker 1 (03:24):
So it really depends on neighbors, friends, family
stepping up to nominate someone.
Did Schlesinger talk about thispart too?

Speaker 2 (03:31):
He did.
He called it a gesture ofgratitude, basically Talked
about how moving the nominationstories are each year and he
specifically mentioned towns intheir service area Pflugerville,
leander, kuddo, buda placeswhere there might be veterans
facing hard times, maybestruggling with an old, leaky
roof.

Speaker 1 (03:50):
It's great to see a local business, one that serves,
you know, Austin and thesurrounding areas, focusing on
that kind of community support.

Speaker 2 (03:57):
Speaking of their service area, can we get a bit
more specific?
You said greater Austin, butwhat towns exactly?
Sure, their website lists quitea few Austin, obviously, but
also Round Rock, hutto, cedarPark, leander, georgetown, elgin
, florence, point, venture, and,they say, surrounding
communities too, so pretty muchcovering a big footprint here in

(04:18):
central Texas.
That's where they focus theirroofing services.

Speaker 1 (04:21):
And they've been doing this a while.
They have experience in thearea.

Speaker 2 (04:25):
Oh yeah, they mentioned having installed
thousands of roofs, so they'renot rookies.
They also point outpartnerships with big
manufacturers like GAF andCertainTeed.
That usually signals they're,you know, following industry
standards, using qualitymaterials.

Speaker 1 (04:39):
What kind of roofing work do they actually do for
people in, say, Cedar Park orGeorgetown?

Speaker 2 (04:43):
It's pretty comprehensive.
They handle asphalt shingleroofs, which are really common,
also standing seam metal roofs.
Those are popular fordurability and energy efficiency
.
Plus flat roofing, commercialroof coatings and a big one
around here storm damage repair,hail wind.
They deal with that a lot.
They seem to offer the wholepackage, from assessment to

(05:04):
installation.

Speaker 1 (05:05):
Sounds like they position themselves as the go-to
for roofing across that wholeAustin metro area.

Speaker 2 (05:11):
Seems like it, and they also mention helping
homeowners with insurance claims, which can be a real headache.
As you know, their teamapparently advises on
inspections, material choices,even things like proper attic
ventilation and impact-resistantshingles, which is super
relevant for our Texas weather.

Speaker 1 (05:28):
Okay, let's talk timing again.
This May to July window.
Why then, is it just summer, oris there more to it?

Speaker 2 (05:35):
Well, the press release connects it to peak
roofing season.
Here we often have, you know, apretty active spring storm
season.
So come May, June, July, a lotof people are dealing with the
aftermath hail damage, winddamage, across the whole region
they serve.
Demand for inspections andrepairs goes up.

Speaker 1 (05:53):
So it's tapping into that post-storm assessment
period Makes sense.
Did Schlesinger mention thatangle?

Speaker 2 (05:58):
Yeah, he basically said the best time to fix a roof
is before it becomes a majorleak or problem.
So this campaign, with both theAR-15 incentive and the
giveaway, is partly aboutencouraging people to act now,
be proactive.
But he also stressed that theveteran giveaway is a really
important driver for them, acore part of their community
connection.

Speaker 1 (06:15):
That community connection seems pretty central,
especially for a companyproviding services across such a
wide swath of the greaterAustin area.

Speaker 2 (06:23):
It really does.
They're apparently pushing thisout through local news veterans
groups, civic organizationstrying to get the word out
widely, especially for thegiveaway.
They're asking the public tohelp find veterans who might be
too proud or humble to ask forhelp themselves.

Speaker 1 (06:37):
Right and the announcement for the veteran
winner.
When is that?

Speaker 2 (06:41):
July 28th 2025.
That's the date they'llannounce the winner of the free
roof and they plan to schedulethe installation quickly after
that.
They even mentioned pastwinners in places like Round
Rock, georgetown, elgin and howmuch it meant to them.

Speaker 1 (06:56):
So when you step back and look at this whole campaign
the rifle offer, the veterangiveaway, the timing, the
company itself serving theAustin area what's the big
picture here?

Speaker 2 (07:05):
It's definitely a mix , isn't it?
On one hand, you've got thisreally bold, maybe even
provocative marketing tacticwith the AR-15, very attention
grabbing.
On the other hand, you havethis consistent, seemingly
heartfelt commitment to givingback specifically to veterans
through the Roof giveaway.
It feels like a strategy tryingto reflect, or at least appeal

(07:26):
to, different facets of thecentral Texas identity, maybe
that sense of independencealongside community
responsibility.

Speaker 1 (07:33):
A unique blend for sure.
So if people listening areinterested, maybe they need
roofing work in the greaterAustin area or they know a
veteran who could really usethat free roof.
Where should they go?

Speaker 2 (07:42):
The main hub is their website, wwwroofroyalecom.
That's R-O-O-F-R-O-Y-L-Ecom,and their phone number is
512-379-7933.
All the details on the You'reWelcome for my Service event,
the rifle offer conditions andthe veteran nomination form
should be there.

Speaker 1 (07:58):
Okay, so quick recap.
Roof Royale, serving thegreater Austin Texas area, has
this You're Welcome for myService campaign running May 1st
to July 28th 2025.
It includes that limited timeoffer of a free AR-15 with a
fully paid roof replacementhandled through an FFL dealer,
with all legal checks, andalongside that, their fourth

(08:20):
annual veteran roof giveawaywhere the community nominates a
deserving veteran to get acompletely free roof.

Speaker 2 (08:26):
That's the gist of it A campaign that certainly gives
you something to talk about itreally does.

Speaker 1 (08:30):
So maybe the final thought for you listening is
this when a local business, onethat's really embedded in a
specific place like CentralTexas and serves that whole
community, when they use thiskind of well distinctive mix of
marketing and outreach, whatdoes that tell you?
What conversations does itstart about business, community,
maybe even regional values?
It's definitely more than justshingles and nails.
Lots to think about.

(08:51):
If you're in the service areaor know a veteran, do check out
their site.
Thanks for joining us on thisdeep dive.