brings style to roofs, windows
The membrane comes in a variety of colors, but Field
wanted something that would appeal to more customers.Working with an Israeli company, he
designed a membrane with a shingle-like appearance in colors such as tan and terracotta.
"I brought a little fashion to the roofing industry," he
The price of the membrane roofing system, which carries a lifetime guarantee, usually falls between shingles and tile roofing, he
said.Invincible Associates offers financing through the company itself and two banks and six finance companies. Field
said the company receives no fees or incentives when customers get financing.About half of the company's sales are financed.
The company owns its marketing and administration headquarters on 75th Street North off Bryan Dairy Road and a 6,000-square-foot warehouse nearby.Field
said the company is debt-free.
"The hardest part was getting people to believe and buy into this roofing system and my vision," he
LARGO -- Steven Field
brought a sense of style to the roofing industry, one that sets his
company apart from others and drives profit making. Before becoming president of Invincible Associates Inc. eight years ago, Field was in the fashion industry.He
owned a chain of 45 clothing specialty stores in the Northeast and manufactured apparel and shoes. Field
applied what he
describes as aggressive sales techniques and business creativity to Invincible Associates
"You're always looking for a niche in the fashion industry," he
said."We have a niche in the roofing industry."
The company focuses on only one type of energy-efficient roofing and one type of window system.The roofing system includes some color and design changes that Field
pioneered. Invincible Associates employed 27 and posted revenue of $1.5 million when Field became president.
The company now employs 115, and revenue increased from $10.7 million in 2001 to $16 million in 2002.
"We control our own destiny," Field
said."We don't wait for people to come to us.We're proactive."
That translates to marketing costs for Invincible Associates
of approximately $500,000 a year, Field
Invincible Associates offers free video roof inspections, which Field
said pays off by showing customers what they usually cannot see and demonstrates a need, he
The company offered only roofing until Field
decided to diversify and tapped into its customer base to also sell energy efficient windows.