A man of experience

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"He is the best roofing guy I have ever met."

This is how Fred Kohler, service manager for GSM Roofing Inc., Ephrata, Pa., describes Richard Heilinger, GSM Roofing's service specialist. Kohler, Heilinger's supervisor, says Heilinger's roofing knowledge is unmatched.

"He has an intuitive understanding of roof systems," Kohler says. "It doesn't matter what the roof system is—he understands them all. And his memory is ridiculous, even regarding roof systems our company hasn't installed. My wife and I own a building in Lancaster, Pa., and without even seeing it, he told me every detail about it. He knows more about my building than I do.

"It's mind-boggling sometimes," he continues. "His wealth of knowledge is over-the-top. He can tell you the history of every building and roof system. It doesn't seem possible that somebody knows so many facts—correct facts—about roofs."

This knowledge comes from more than 50 years of roofing experience at GSM Roofing, where Heilinger has been working since 1958. Heilinger recently won Professional Roofing's annual Best of the Best Award, an extension of The Roofing Industry Alliance for Progress' Most Valuable Player (MVP) Awards. OMG Roofing Products, Agawam, Mass., co-sponsors the award.

"Sometimes, you get MVP Award winners who score really high in one category but have nothing in the other categories," says Tim Rainey, president of Supreme Systems Inc., Dallas, and chairman of the MVP Task Force. "Richard is the only one who scored high in all categories. The task force totaled the points, and we all felt the same way about Richard. He had documentation that proved he excels across the board."

The 2009 Best of the Best Award winner, Gena Madeley, also is a GSM Roofing employee.

"With the Best of the Best Award winner coming from GSM Roofing two years in a row," Rainey says, "it says something about the company and its employees."

Gaining experience

Heilinger grew up on a farm in rural Lebanon County on the outskirts of Newmanstown, Pa. He learned about work ethic at an early age.

"My parents had a chicken farm, so I tended chickens and did farming chores," he says. "When I was 10 years old, I helped my neighbor mow lawns."

When Heilinger turned 16, he needed a job. His father, Frank, had worked for GSM Roofing for three years, so Heilinger applied for a job with the company. He was hired Oct. 10, 1958, as a built-up roofing laborer and was assigned to work on his father's crew.

"Working on the same crew as my dad was no problem," Heilinger says. "We always got along great. If another crew needed an extra man, I was one of the first to be assigned because I was a newer employee. This enabled me to work with other crews and allowed the other foremen to evaluate my work skills."

About one year later, he became a helper in GSM Roofing's sheet metal shop and three years later was promoted to sheet metal foreman, a position he held for 22 years. In 1981, Heilinger was promoted to sheet metal supervisor. When GSM Roofing's service department was established in 1987, he was chosen as service superintendent, the head of the department.

"When the service department was formed, value statements were not in vogue; nevertheless, Rich demanded the service crews do the right thing for the customers," Kohler says. "It meant giving customers the best value; going beyond the scope of work on jobs without demanding extras; and holding all service department members to the highest standards when it came to their repair techniques and interactions with customers."

Heilinger celebrated his 50th anniversary with GSM Roofing in 2008 and decided to reduce his hours and work part-time for the company as a service specialist.

"I check out jobs before roofing work starts," Heilinger says. "I see what needs to be done, what equipment is needed to do the job and what materials are here to help the crew perform the job. I also search for leaks; if there are problem leaks, I usually get involved. I'm still getting up on roofs."

Earning respect

Heilinger uses a simple strategy when it comes to his job: "I always thought you should do unto others what you would want done to you."

This could be why he has earned the respect of crew members and co-workers.

"Part of gaining respect is not lying to your crew," Heilinger says. "They need to know you're not going to give them a line of bull. I always try to be upfront with them."

Heilinger's granddaughter, Ashley Hallowell, GSM Roofing's office manager, believes his extensive experience has helped him gain respect.

"He leads by example," Hallowell says. "There isn't anything he hasn't done that his men have to do. He started at the bottom when he was 16 and worked his way up, so he knows where they're coming from."

She also believes people appreciate his work ethic and generosity.

"He's an extremely hard worker," she says. "He's put in so many hours here—60-hour weeks. He comes in early in the morning and leaves when everyone else leaves and wouldn't expect anything out of it. Also, he is just a genuinely nice guy. He'd probably do anything for his family and this company."

Delores Keifer, service administrator for GSM Roofing, says Heilinger is personable and "works well with all types of people."

"He is able to listen, as well as communicate," Keifer says. "He's dependable. He has a can-do attitude and is hands-on but not overbearing. He knows his manpower and how to pair up crew members to get the best out of them."

Dave Althouse, service supervisor for GSM Roofing, was supervised by Heilinger for about 25 years and says Heilinger always managed to get crew members to do what was needed.

"He was a good manager," Althouse says. "He was forceful when he needed to be but was a friend, too. He was a good man to work for. He always knew how to do things. He has a wealth of knowledge."

That knowledge also has helped him earn respect, says Reed Gooding, GSM Roofing's president.

"His level of experience makes him an expert in the field, and his knowledge allows others to look up to him," Gooding says. "When he was running the work, his level of experience is what the crew followed. He has been on almost every roof in Lancaster County at some point during his career and remembers 99 percent of them. So when he talks, people listen."

And those who listen benefit from Heilinger's knowledge.

"You learn something every day from him," Kohler says. "He knows more than anyone I've ever met and yet he's still willing to learn. If I know something he doesn't know, he wants to learn it. He won't push it away; he embraces it. He isn't finished learning."

Customer service

Heilinger says during a typical day he most likely would not be found behind a desk.

"I like using my hands to do things—working with different types of metal roofing or designing," he says. "I'd never be able to sit behind a computer all day in an office. It would drive me crazy.

"I like meeting people and the change from day to day," he continues. "It's never boring. I like thinking about what the problem could be and helping the customer."

According to Heilinger's co-workers, interacting with customers is his specialty. Kohler says Heilinger's integrity earns customers' trust.

"When I send him to meet with a customer, he doesn't think of himself as a salesperson because he doesn't sell anything," Kohler says. "But people have such a sense of his integrity and credibility, he's sold the job before we even have the chance to quote it. The customer can see he's real; there's nothing artificial about Rich."

Gooding agrees Heilinger has a good relationship with customers.

"Dealing with customers is one of the areas where he excels," Gooding says. "That knowledge exudes from him. He makes a recommendation, and people just do what he says needs to be done. He's trustworthy."

Heilinger says he tries to be honest with customers and make a good impression.

"I try to be accurate with what I tell them," he says. "I don't see pushing someone into something they don't need. I think the most important thing when you're going to meet someone for the first time is to be on time. Also, you have to believe in what you're doing and your company."

But every roofing company faces difficult customers, and Kohler believes Heilinger has the confidence and experience to handle those customers.

"He's decisive," Kohler says. "If a customer calls and is upset, he knows in an instant how to handle it and doesn't get flustered. He is organized in a way so within a split second, he understands his options."

Family first

Speaking about her grandfather, Hallowell says: "It's always been the family or his company. Either he's working at GSM Roofing, working on the farm or spending time with his grandkids."

When speaking with Heilinger, it is obvious family is important to him. He eagerly talks about his 12-year-old granddaughter Emily winning a 4-H trophy. He explains how his 10-year-old granddaughter Katelyn, who gets up and feeds her rabbits and horse before school, is learning responsibility by growing up on a farm. When he talks about how he spends his free time, it includes helping his son and daughter on their respective dairy farms or driving three hours to pick up his grandkids and take them to a birthday party.

"It's hard not to appreciate a guy who leaves here and drives more than three hours to upstate Pennsylvania to pick up his grandchildren and take them to a party on Saturday because his daughter and her husband need to work on the farm," Kohler says. "And the next day, he's helping his son on the farm in Lebanon, Pa. How can you not love a guy like that?

"He works here all day, works on the farm until midnight and is back here at 5 a.m. the next day," he continues. "It's hard to meet someone with that much energy and willingness. He'll go out of his way for me, his family, the company—that's just the way he is."

Heilinger values his time with his family, which includes his wife, Jo; three children; seven grandchildren; and two great-grandchildren. His fourth child and oldest daughter, Susan, passed away when she was 20 after battling cancer for a year.

"They couldn't do anything for her," Heilinger says. "We thought she was getting better, and just like that it started going downhill. She was an ambitious girl. She and my youngest daughter, Karen, were a lot alike."

Heilinger tries to get his family together as much as possible.

"We try to go down to the shore—Long Beach Island, N.J.—once a year," he says. "We go up to Knoebels Amusement Resort once a year and have a picnic. I go to dairy shows with my grandkids, who are involved in Future Farmers of America (FFA) and 4-H. Our kids always were involved in FFA and 4-H. We actually received an award from FFA for having four kids involved. They all were officers."

Heilinger also enjoys working with his hands during his free time and has been remodeling his house for the past 10 years.

"I bought a place after I sold my farm," he says. "I did all the remodeling work myself. I redid practically everything. The next chore is to reroof it."

When he gets the time, Heilinger likes to travel and has taken trips with the National Railroad Association. GSM Roofing gave him a cruise to the Mexican Riviera and Sea of Cortez for his 50th anniversary with the company.

Besides traveling and helping his family, Heilinger also uses his free time to help others.

Willing to serve

Heilinger belongs to St. Paul's United Church of Christ in Milbach, Pa., and serves as a church deacon. His role involves various responsibilities, such as discussing church issues and planning gatherings, parties and church picnics.

He and his wife joined the church when they got married and became increasingly involved. His entire family has become involved; in fact, his three oldest granddaughters were married in the church.

Additionally, he performs maintenance for the church, such as installing and fixing downspouts, fabricating a brider top to fix a chimney and other miscellaneous repairs.

Heilinger also has donated time to St. Paul Lutheran Church, Lititz, Pa., which is a local customer of GSM Roofing's service division. When the church received a set of handmade 40-foot-long banners to replace an existing set, there were concerns about how to replace the banners safely. Heilinger advised the church staff and performed the work free of charge.

A charity that is close to Heilinger's heart is the Ronald McDonald House Charities,® which offers families a place to stay when their children are ill and receiving treatment. Heilinger and his wife got involved when their daughter Susan passed away and have been donating to the cause ever since.

The Heilinger family has faced other illnesses, as well. Heilinger's granddaughter Jessica was diagnosed with Wilms Tumor, a type of kidney cancer, when she was 3 years old. It was detected early, and at 6 years old, she is doing well. A year later, it was discovered Heilinger's 33-year-old son-in-law had colon cancer. Because of their own experiences with family illness, the Heilingers especially can appreciate the assistance the Ronald McDonald House offers to families struggling with a child's illness.

"The Ronald McDonald House helps many people, especially those with children who have cancer," Heilinger says. "Because of the loss of my daughter and the prevalence of cancer in my family, I am deeply attached to the charity."

Realizing strengths

Heilinger has seen GSM Roofing change during his 50 years with the company.

"It's a lot bigger," he says. "There were only three sheet metal crews and five roofing crews when I started. Now, there are at least 10 sheet metal crews and probably seven or eight roofing crews-and the crews are bigger now, as well. There also was no maintenance department at that time.

"When I started, I worked with John Gooding's dad, Fred," he continues. "He was a good guy. The third generation is running it now, and they're all good guys. They're people who care about people."

His years with the company have helped him realize his strengths.

"My strength mainly is my mechanical ability," he says. "I can figure out how to do things. I'm never as good with a pencil—I like to work with my hands. I do a lot of work in the shop. I'm always working."

Kohler says Heilinger's abilities and knowledge emerge even in areas that are not his responsibility.

"He'll walk through the shop when the guys are repairing trucks, and if they're stumped, he'll tell them what to do," he says. "And he's right. It's not his job, but he knows about it. That's who he is."

Heilinger also has learned how to manage crews during his time at GSM Roofing.

"I don't hear many complaints," he says. "I try to give the guys advice when I can. I never would send someone where I wouldn't go myself. I get calls when they have problems, and I try to help them. If it's complicated, I try to get there, get it started and explain it to them.

"When I went part-time, I got a lot of calls," he continues, laughing.

Alan Buohl, GSM Roofing's sheet metal superintendent, says Heilinger's attitude and leadership skills make him a good manager.

"He is fair with the guys but expects quality work," Buohl says. "He's knowledgeable, good at delegating work and respected by the men. He always has a positive attitude and wants to do a good job."

These qualities have helped Heilinger recruit and train workers.

"When guys were hired, I watched over them to see what they could do," he says. "I would see whether they were energetic and wanted to work. Sometimes, you have guys come here for the job and they stand and watch the foremen do all the work.

"When training employees, it was important to keep my cool and be able to communicate with the fellas and see what their abilities are," he continues. "If there was a problem, I told them about it and gave them a chance to improve. If they didn't improve, they were out the door."

Although he is working fewer hours, Heilinger doesn't plan on sitting still anytime soon. Recently, he's been performing work in Philadelphia, fixing problems caused by shoddy work previously performed on the city's churches.

"I'm going to keep going as long as I can," he says. "I don't think I'll retire to the rocking chair yet—as long as I can get around."

A deserving recipient

Heilinger was proud and thrilled to win the Best of the Best Award.

"I was all worked up," he says. "I didn't expect anything like it."

Although Heilinger, who his co-workers describe as humble, was surprised he won the award, those who know him were not.

"He's funny, good-hearted and a strong person, emotionally and physically," Hallowell says. "He's been through a lot."

"There's a pride without being proud," Kohler says. "He keeps a good perspective on life. He has more common sense than anyone I know.

"It's not always easy to find people you trust in the roofing business," he continues. "He has knowledge and integrity. You know he knows his business and is trying to do the right thing for all parties."

Mark South, general manager for GSM Roofing, says Heilinger deserves the award in part because of his years of service to the roofing industry.

"Anyone who can survive 50 years of doing this and still be able to walk automatically gains people's respect," South says. "You can't fake it for 50 years."

Gooding believes Heilinger's experience and work ethic are a big part of why he won the award.

"With his upbringing on a farm, he has a work ethic few people have," Gooding says. "He enjoys what he's doing—finding problems, fixing problems, working out solutions. His level of experience is unmatched. But it's also the way he treats people. He's kind and has that grandfather mentality.

"It made me happy to see him receive the award and see how much it meant to him," he continues. "The roofing business has been a major part of his life, and it made me feel good for him that his hard work is recognized by others outside GSM Roofing."

Krista Reisdorf is Professional Roofing's director of online communications.

The best of the best

The Best of the Best Award was presented during NRCA's 123rd Annual Convention in New Orleans. The award recognizes a Most Valuable Player (MVP) Award winner who makes extraordinary contributions to the roofing industry and community. The Roofing Industry Alliance for Progress' MVP Task Force evaluates each MVP Award winner and tallies points based on MVP Award criteria, including safety, on-the-job performance, recruiting new workers, community service and other noteworthy contributions. Professional Roofing and OMG Roofing Products, Agawam, Mass., co-sponsor the award.