Istueta Roofing  has a slogan: “Quality is not expensive, it’s priceless.” It’s also assumed. Frank Istueta says that he learned on his first roofing job that “people are not looking for a good roof, they’re looking for good service.” His company provides that with employee crews, quality materials, and with its twice-monthly Total Quality Management meetings of all personnel, including production and sales. “We educate the client on what’s going to happen,” Istueta says, “and we train employees in what those clients expect.”

Three quarters of Istueta Roofing’s business comes from referrals. At the beginning of this year, a video   posted by the company on YouTube — bats flying from under roof tiles during a tear-off — wracked up 1.5 million page views and put Istueta Roofing at the top of organic search lists in the Miami area.

Roof It Right  Founder and president Frank Istueta (right), and his son, Ariel, who directs marketing for the company.