Today we’d like to introduce you to Nathan Borntreger.
Hi Nathan, thanks for joining us today. We’d love for you to start by introducing yourself.
Certainly. I got my start in the roofing industry as a teenager, helping my dad on small jobs and learning through hands-on practice. I didn’t really think much of it at the time, but the skills and lessons I learned in those early moments still guide my decision-making every single day. If I had to condense the what he taught me into one phrase, it would be “No shortcuts.” This tidbit of wisdom reflects SonShine’s enduring 38-year legacy of mastering the small stuff, like job site cleanups, thorough inspections, and communicating with customers.
Years later, I eventually moved into roofing sales, still working for SonShine. My dad’s health was declining, so I was glad to be an extra helping hand in the office. Little by little, I began to take on more and more administrative responsibilities. At a certain point, I was more or less running the day-to-day operations while still selling jobs whenever I could. Those were some stressful times, but I made it through.
When my father passed in 2018, he decided to pass the business down to me. Ever since then, our mission has been to honor his legacy through superior customer service and NEVER taking shortcuts, while still modernizing the business and evolving our processes to meet customers’ expectations.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Every roofer knows this industry can swing hard in either direction. After a major storm season, like Ian in 2022 or Milton in 2024, the phone doesn’t stop ringing. But in quieter years, we might only get a handful of calls a day. The key has been learning to ride those waves. When business is booming, we focus on reinvesting wisely. When things slow down, we trim expenses and keep operations lean so we’re ready for the next cycle.
One of the toughest stretches came during the 2008 housing crisis. Home values were cut in half, foreclosures surged, and interest rates climbed through the roof — literally and figuratively. It hit every contractor hard. But by simplifying our processes, tightening up operations, and leaning on the reputation my father built, we pulled through. It took grit and adaptability, yes, but we came out stronger for it.
More recently, another challenge has come from the rapid rise of AI technology. Today, a start-up roofer can lower overhead and compete on a larger scale without ever staffing a full office. That kind of disruption pushes us to keep evolving. We don’t race to the bottom on price. Instead, we double down on customer experience, craftsmanship, and innovation. We’ve invested heavily in workflow automation and continually update our roofing products to stay at the cutting edge.
Thanks – so what else should our readers know about SonShine Roofing?
SonShine Roofing is a family-owned roofing company that’s been serving Sarasota, Manatee, and Charlotte Counties for nearly 40 years. We handle everything from roof replacements and repairs to detailed inspections, but what really sets us apart is our approach. We don’t push replacements you don’t need. Our first priority is always to help homeowners get the most life out of their current roof. When a full replacement truly makes financial sense, that’s when we recommend it.
We’re known for durable, Florida-ready roofing built on integrity, faith-based values, and five-star service. As a licensed Florida roofing contractor with an A+ BBB rating, we take pride in protecting homes across Southwest Florida with honest advice and quality workmanship. More than anything, we’re proud of the relationships we’ve built over the years. Our customers know we show up when we say we will, do what we promise, and stand behind our work. That’s why “Since 1987 we’ve got you covered” is more than a slogan; it’s our promise to local homeowners that we will always act in their best interest.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
Predicting the future is tough, but one trend is already clear: homeowners are getting smarter about what they put over their heads.
We’ve seen a major shift toward metal roofing, especially standing seam systems with hidden fasteners. More and more homeowners are tired of paying for shingle repairs after every major storm, and metal offers a strong alternative. It’s roughly equal to tile in protection and longevity, but without the added structural costs or weight. In a hurricane-prone area like ours, that’s a huge value proposition, which is why I expect demand for metal roofs to keep climbing over the next decade.
The other big change I see coming is in how people buy roofs. Younger homeowners expect digital convenience. They want the ability to compare pricing, colors, materials, and timelines online without taking time off work for endless in-person estimates. They know it can be done, so they will find who can offer this service. The contractors who embrace that shift will win the next generation of customers.
I don’t think we’ll see a single “watershed” moment in roofing, but the writing’s on the wall: technology and transparency are reshaping how people shop for home improvement. The roofers who adapt will thrive; those who don’t will be left behind.
Contact Info:
- Website: https://sonshineroofing.com
- Instagram: https://www.instagram.com/sonshineroofing
- Facebook: https://www.facebook.com/sonshineroofing
- LinkedIn: https://www.linkedin.com/company/sonshineroofing
- Twitter: https://x.com/ssroofinginc
- Youtube: https://www.youtube.com/c/sonshineroofing
- Yelp: https://www.yelp.com/biz/sonshine-roofing-sarasota
Image Credits
SonShine Roofing
