Our story began with
customer conversations.

We had our start in the solar industry...so we’re used to talking to customers about their roofs. They shared stories about roofers who didn’t respond. Pushy salespeople pitching unneeded services. Jobs that dragged on for days. Messes left after work finished. Workmanship that required early repairs.

We got excited. We wanted to do roofing differently. So we built a process—the Lora Process—that puts the customer at the center of everything, from initial conversation to completion. And we built a set of beliefs—the Lora Ethics—that guide our actions. We focus on delivering according to these beliefs, knowing that profit will follow.