Neil Robb (right) and Rod Escobar (left) have known each other since they were 10. After working as carpenters' helpers in high school, Escobar went to college for architecture. Robb earned a marketing degree. Escobar started the company after graduation, and Robb later joined him. Now they sell everything from gutter caps and cedar roof cleaning services to $2 million whole-house remodels for discriminating clients.

They market their clay and cedar roof construction and cleaning business by distributing fliers to homes with high-end roofs, targeted through a database service that details roofing among home information culled from tax records.

Every invoice includes a "report card," asking for feedback. "The feedback, time and time again, comes back that they are happy with the amount of personalized service they received," says Robb.