Podcast Summary: Owned and Operated – "The Disaster Roofing Business: Temporary Roofs, Real Margins"

Host: John Wilson
Guest: Adam Cherup (Disaster Roofer)
Date: January 15, 2026

Episode Overview

This episode dives deep into a niche segment of the roofing industry: disaster response roofing—specifically, the business and operational details of using shrink wrap as a temporary roof solution. Host John Wilson is joined by Adam Cherup, who shares his decade-long experience "putting plastic on roofs" in the wake of hurricanes, tornadoes, and other disasters, discussing everything from margins and logistics to market entry barriers and wild stories from disaster zones.

Key Discussion Points & Insights

1. What is Disaster Roofing?

• Adam identifies himself as a "disaster roofer":

  "I call myself a disaster roofer. I put plastic on roofs." (00:00)

• Focus is on providing immediate, temporary roofing after major natural disasters (hurricanes, tornadoes, severe hail) using shrink wrap instead of traditional tarps.
• Shrink wrap lasts longer (guaranteed for a year, sometimes in use for two years) versus tarps, which typically need replacing every 30–60 days.

2. Economics & Margins

• Shrink wrap jobs offer exceptional margins:

  "The margin is way better on shrink wrap. It's upwards of 60 to 80% sometimes." (08:06)

• Typical job pricing:
  • Residential: $20,000–$30,000 for a whole house
  • Schools: $150,000–$350,000
  • Large commercial (e.g., stadiums): Can approach $1 million

  "I'm not going to say it's cheap." (10:53)

• Material costs are low—primarily plastic sheeting, furring strips, fasteners, and propane.

3. Business Model & Operations

• Disaster roofing is highly reactive and opportunity-driven.
• "Ninety days is the most I'm usually around" after a storm (07:28)
• Majority of business is tied to large-scale events (hurricanes more so than tornadoes because of disaster area size).
• Operations are mobile: crews bring campers, cooks, and generators, staying on-site through the end of the project.

  "It's like camping on steroids for me. It's like being back in the Marine Corps and being out in the field." (13:01)

• Most jobs are quick turnarounds—some schools wrapped in a day.

4. How Adam Got Started

• Originally a handyman and roofer for 20 years.
• Discovered the shrink wrap roofing product at an industry expo.
• Persisted in networking and followed a key client (“referral guy”) to disaster zones until he was trusted as a go-to shrink wrap pro:

  "It took me about a year and a half, two years to chase that guy down." (06:22) "Once I chased him down and followed him to a couple of tornadoes...that's really where I made my business." (06:27)

5. Market Factors & Client Acquisition

• The majority of demand comes from large institutions and businesses rather than homeowners.
• Networking is key; much business comes from relationships, word-of-mouth, and being visible at the right time.

  "It's really a networking thing...my goal was to get bigger contractors than me to want to use me for that portion of it." (30:36)

• Insurance companies have become more accepting but still dislike the high costs. Success in billing relies on clear documentation and helping clients frame loss mitigation under insurance terms.

  "I've gotten fairly good, almost 99% success rate with that." (14:27)

• Increasingly, people are looking for services online; TikTok and other platforms poised to be powerful marketing tools.

6. Technical Challenges & Training

• Learning curve exists: training staff to apply heat correctly (not too much, not too little) and mastering installation techniques.

  "The heating aspect of it is the hardest part to learn...you want to apply too much heat...you're thinning the material." (15:15)

• Product selection is crucial—Adam’s loyalty to a specific shrink-wrap brand after trial and error.

7. Use Cases & Limitations

• Applicable for wind, hail, hurricane, and even fire-damaged roofs (the wrap is non-flammable).
• Only effective as a temporary solution; usually paired with eventual permanent roof replacement.
• Especially valuable for tile and metal roofs, offering a solution where tarps fall short.
• Not suited for all disaster types (e.g., tornadoes often leave little regular structure to wrap).

8. Pairing with Roofing Companies

• Disaster shrink wrapping is best as a service extension for established roofing companies:

  "You got to be a roofing company because you got to understand roofing to put this product on." (20:12)

• Standalone shrink-wrapping businesses are tough to sustain due to needed expertise and episodic demand.

9. Challenges & Lifestyle

• Requires frequent, often extended travel to disaster zones and living in sparse conditions.
• "A lot of time away from the family. It's best...if you have a roofing company too." (28:33)
• Not for the faint of heart—exposure to disaster zones, complex logistics, and unconventional hours.

10. Niche Business Model Difficulty Rating

• John rates the difficulty to enter and operate this business as a "7.5 to 8" out of 10.
• Adam agrees:

  "I would 100% agree with you. I was going to say eight on land and that's me going through it." (30:03)

Notable Quotes & Memorable Moments

• On the wildness of the business:

  "There's something about people that make money in the weirdest ways ever." — John Wilson (00:26)

• On margins and comparison to regular roofing:

  "It's like printing money, dude." — Adam Cherup (00:29)

• On large-scale projects:

  "We bring campers in and a cook and a big generator...It's like camping on steroids for me. It's like being back in the Marine Corps." — Adam Cherup (13:01)

• On starting out and securing key relationships:

  "It took me about a year and a half, two years to chase that guy down, but once I did...that’s really where I made my business." — Adam Cherup (06:22–06:31)

• On learning curve and product selection:

  "In the beginning, you want to apply too much heat...you're thinning the material." — Adam Cherup (15:15)

• On the disaster lifestyle:

  "You're going to a disaster zone. You gotta realize you’re going to live in a rough segment...But yeah, that's what we do." — Adam Cherup (19:46)

• On training and skill crossover:

  "You got to understand water shedding and how that roof's going to flow...Roofs aren't just up and over anymore. Architects have gotten involved recently and put all kinds of dumb crap on roofs for no reason." — Adam Cherup (20:16)

Important Timestamps

• Shrink wrap’s durability and economics: (00:09–01:51)
• What it's like in a disaster zone: (03:01–04:12)
• How Adam entered the niche: (05:04–06:31)
• Margins, materials, and typical job size: (08:02–11:13)
• Operational logistics (bringing a city with you): (13:01–13:41)
• Insurance company dynamics: (13:42–14:32)
• Challenges in technical training: (15:05–16:21)
• On finding work and networking: (17:11–18:18)
• Lifestyle realities and disaster zone living: (19:41–19:59)
• Pairing with roofing business: (20:12–21:04)
• Difficulty rating and barriers to entry: (28:18–30:26)
• Building the brand and importance of reputation: (30:36–31:20)

Final Thoughts

This episode offers a fascinating look at a lucrative, demanding, and narrowly specialized home services niche that leverages unique technical expertise and a willingness to chase storms and live on the edge—literally and figuratively. The business is high-margin but highly dependent on networking, event-driven demand, and the operator’s willingness to travel and persevere in chaotic environments. Shrink wrap disaster roofing is best suited as an extension to a roofing company rather than a standalone business.

If you want to see this process in action, Adam and John suggest showcasing it on social media, especially TikTok—that’s where the next generation of clientele might be found!

Listen to the full episode on your favorite podcast platform for additional stories and actionable advice. For more, visit www.ownedandoperated.com.