The Confident Entrepreneur With Jennifer Ann Johnson

Built Different: A Woman’s Path to Success in Male-Dominated Spaces With Hannah Vogel

• Jennifer Ann Johnson • Season 3 • Episode 27

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What happens when a law school hopeful ends up leading a roofing company? Meet Hannah Vogel, who pivoted during the pandemic into the male-dominated construction industry—without any prior experience. From knocking on doors to facing blatant sexism, Hannah shares how confidence became her superpower.

She reveals how women bring fresh strengths to trades—like marketing, organization, and client relationships—and makes a bold case for rethinking what success looks like in blue-collar careers. Her journey is a must-listen for anyone considering a career pivot or ready to challenge traditional norms.

Visit us at jenniferannjohnson.com and learn how Jennifer can help you build the life you dream of with her online academy, blog, one-on-one coaching, and a variety of other resources!

Jennifer Johnson:

Today, we're diving into an inspiring story of resilience, innovation and leadership. Our guest is a remarkable woman who's not only entered a male-dominated field, but is thriving and leading the way for others. Her journey is a testament to the power of determination, skill and the unique perspective that diversity brings to any industry. In this episode, we'll explore the challenges that she's faced, the strategies she's employed to overcome them and the triumphs that have defined her career. We'll discuss how she's not just succeeding but revolutionizing her field with fresh ideas and inclusive leadership. Her story isn't just about personal success. It's about paving the way for a more equitable future in business. Whether you're an aspiring entrepreneur, a professional looking to break into a new field or someone passionate about workplace equity, this conversation will inspire you to push boundaries and redefine what's possible in your own career. Today, we welcome into the studio Hannah Vogel. Hannah is the owner of Vogel Roofing and she's also on the board of the National Women and Roofing Organization. Welcome.

Hannah Vogel:

Thanks for having me. I'm excited.

Jennifer Johnson:

I am really excited to have this conversation because I have always, since I've met you, been fascinated with the fact that here you are in this what used to or still is, I guess, conceived as a man's world. It's a man's industry, right? Can you share with us how life got you to this moment, how you ended up owning a roofing company?

Hannah Vogel:

Yeah, I mean, if you would have told me that in college that I was going to be in construction, let alone roofing, I would have said you're college that I was going to be in construction, let alone roofing. I would have said, you're crazy, like there's no way. But life's like that sometimes takes us on a lot of turns and tribulations. But basically it started senior year of college. It was, you know, covid time.

Hannah Vogel:

This is just when COVID started emerging and my plan was always to go to law school. I have some lawyers in my family and that was kind of like the stereotypical thing to do or own my own business, at least Growing up, my dad owned a blueprint company in town and he had a couple of those. So I knew I wanted to go the legal route, I wanted to own my own business one day. But I thought that was going to be way in the future. You know, like 20, 30 years when I had already, like, excelled in my career and, like you know, climbed the corporate like hey, if you are applying for the fall for the law school admissions.

Hannah Vogel:

We're all virtual for the year. And yeah, it was very surprising and you know the expense to. You know, law school, like college in general, is expensive but then once you start getting you know into your master's or, like you know, legal or medical field, it gets astronomical at that point. So I was like, just for me I know other people can do virtual learning, but for me I was like I don't even know if I want to be a lawyer, let alone do all my classes online. So, long and short, I had a mutual friend named James. We had some mutual friends with each other. We had met, you know, earlier that year, him and his wife and he was an engineer and he kind of pivoted to in his career because he was kind of sick of like the monotonous engineering.

Hannah Vogel:

He wrote reports and things like that and he's, like you know, roofing is like pretty cool, like I love hopping on roofs doing these reports Like it's fascinating to me but like a lot of the roofers I meet with, you know they're kind of like skeptical people you know, like you know, some of his clients had gotten ripped off from people. There's like those fly by night storm chasers and he's like I just can't believe there's such a racket still in Florida with these roofing companies.

Hannah Vogel:

So he's like do you want to do like marketing with me companies? So he's like do you want to do like marketing with me? I don't really know how to do that and I didn't have, you know, a job at the time because my office shut down for COVID. So I was just kind of in this like limbo period and so I started doing marketing with him and it actually started really well. You know, we really worked well together and he was like very engineer brain, like he liked, you know, plugging in the numbers, doing the construction, the projects.

Hannah Vogel:

But he did not like dealing with the homeowners as much, you know, in the nicest way. But like he wasn't, you know, customer facing, yeah, exactly, he liked being behind the scenes. That was like his thing. So he's like, honestly, maybe we should just like team up if you're interested Like I know this seems kind of crazy, you probably didn't imagine owning a roofing company out of college, but if you're liking this, I'll train you on the construction side so you can learn that and we can just kind of grow together. So that's how it started, wow.

Jennifer Johnson:

It started there. Yep, that's pretty wild. So how has it been? Like what? What challenges have you faced being a woman in an industry that is predominantly male?

Hannah Vogel:

I mean honestly, there's been a lot like I'm sure there has, there's probably this podcast is not long enough to have all this conversation.

Hannah Vogel:

But well, in the beginning it was hard because, like I had to build that confidence. Because you know, when you're learning a new skill you're unsure of yourself. Like you kind of lack that confidence because, just like the knowledge and the background, you don't have that yet. You know, time is what helps you the most. But we actually started from like knocking doors and handing out flyers, you know, like brochures and stuff like about our company. Yeah, Just like, hi, we're a local roofer, we just opened. Here's our information and stuff.

Hannah Vogel:

And I don't know if you've ever done like door knocking. You know I have not, it is, but I'm terrified it humbles you very quickly, you know, because it's like you meet all kinds of characters, I mean, and like sometimes it does help being a woman, because I think like seeing a girl at your door sometimes is less intimidating than like a man just standing there. You know what I mean, Right? So, like in some instances I feel like it helps. But also it's like you know you have to have a lot of confidence and like be willing to like accept rejection and get like a door slammed in your face.

Jennifer Johnson:

Many times it's like I've done telemarketing.

Hannah Vogel:

So it's like that. That's hard too, but you know at least I'm hiding.

Jennifer Johnson:

I was hiding behind a telephone screen, I didn't or telephone. I didn't have to be like door to door. Yeah, I did that in college for an internship too. You know the cold calls and stuff, and that is more intimidating than people think it is.

Hannah Vogel:

So, yeah, that was difficult. Um, because people were like, so they're? At the time they were so confused they were like, is this your dad's company? Or like, who are you? Who is this girl Like, is she selling us cookies, like like. So there was like a lot of confusion. But once I, like you know, did my little presentation, um, you know, our team would come and offer like, if you want a complimentary inspection, and then we'd put a report together for them, and so you know, they'd be very happy with that. And then the more like receptive they were and the more I started to learn, I would get more confident. But of course, you know, just the beginning was really hard. I mean, it's still difficult, you know, getting people to take you seriously at times, and are you still knocking?

Jennifer Johnson:

on doors.

Hannah Vogel:

Not as much Usually. That that was when we started, like in the panhandle area. I don't know if you remember Hurricane Sally, like years ago.

Jennifer Johnson:

I don't.

Hannah Vogel:

Wow, but we were called up there to help out. And yeah, we did that. And then I mean we'll do like flyers, we do more like mailing stuff, like the laws are kind of different now with like door knocking and like HOAs too oh my gosh, hoas. And it's like we don't want to like be annoying, right, you know, understand, but we do go to like businesses and stuff like that and give out our information More of that than door knocking these days.

Jennifer Johnson:

But that was like just to get our name out there. So, thinking of the challenges now, like I said, we could probably talk the whole podcast about challenges, but have you encountered any memorable, like one that really stands out, instance of stereotyping? Or you're a woman, what do you know about this? Do you remember specifically one that really stands out and how you overcame that, how you dealt with that?

Hannah Vogel:

I believe it was two or three years ago, james and I yeah, it was about three years ago, but we were bidding on an HOA and the HO president just kind of didn't blatantly refuse to talk to me. But you know, I was in charge of like preparing his proposal for the HOA and everything. And you know, every time you know like I would call to discuss it with him. He was just like I want to talk to James, let me talk to James. And it's like the same information, right, and um, those instances actually happened a couple of times.

Hannah Vogel:

But this guy I remember because he was very firm about it and you know I finally like had the confidence to say, like listen, like this is my job. You know James has a different job and I kind of put my foot down and like pushed back a little bit, because you know I grew up like with different like ideologies about, like how to handle clients. Sure, if you own a business, I'm sure you've like went through different phases of like how you think about it. Like yeah, because like you know how they always said, like the customer's always right.

Hannah Vogel:

You know, what I mean and like as a business owner, you want to make sure everyone's happy with you, but that's kind of like an unattainable standard sometimes because you're dealing with all different kinds of people.

Jennifer Johnson:

So right and throw in the fact that sometimes you're being taken advantage of Right. As a business owner, you have to figure out what's happening.

Hannah Vogel:

Exactly so that was an instance where he was just very firm and I was kind of I'm stunned a bit because for the most part people are friendly, we have really good clients, we're blessed in that way. But he was just like why am I talking to you kind of thing about this proposal? Let me talk to James Sure.

Jennifer Johnson:

And you kind of just held your own and put your foot down, like you said.

Hannah Vogel:

Exactly and I think that's important in business because you're right what you just said about like sometimes, like people do try to take advantage and like you just can't give into that, you know, especially when it's like very unreasonable right stake your claim.

Jennifer Johnson:

Yes, exactly this is who we are I know who we are and some of that does come with the confidence piece right in anything that we're doing. If we're less confident in an area or we have imposter syndrome about something, then we kind of back away and we don't stake our claim.

Hannah Vogel:

Exactly, and I think sometimes with women like I read a lot of like psychology books and things and you know women like with the imposter syndrome and everything like I think sometimes as women like we doubt ourselves more, oh, yes. At times.

Jennifer Johnson:

And we need validation. We need somebody to tell us, which you know. I think about that because I face it myself in my life and needing validation to do something from someone, just when you say. It sounds so absurd, doesn't it?

Hannah Vogel:

It does.

Jennifer Johnson:

It totally does, but then it's up here in our head and it doesn't sound absurd when we're saying it to ourselves.

Hannah Vogel:

Exactly it's so like interesting to me how the brain works, like when we like we have these thoughts throughout the day about how to handle things, like am I good enough? Like is everything like running smoothly with the business? Are my employees happy, you know? And it's just sometimes we create things that aren't even there.

Jennifer Johnson:

You're right, issues you know, we do, we do.

Jennifer Johnson:

Don't borrow trouble Someone said that to me once, don't borrow trouble. I'm like, yeah, that's so true. Yeah, don't make a problem where there is not a problem, exactly Now being a woman in this industry. Now, being a woman in this industry, what unique perspectives and strengths do you think that you bring to your industry? And I bring that up because there's been a lot of studies done around women in certain businesses and innovation, and they've proven that companies that have women as leaders are far more innovative, because we bring different skill sets. We challenge the status quo. We just have a different way of looking at it. So, from your perspective, what do you believe that you're bringing? What strengths and perspectives are you bringing to your industry?

Hannah Vogel:

I'm actually I'm really happy you asked this question because I was actually just talking to a girl I mentor through the Immokalee Foundation a few weeks ago about this. So one of my goals right now is obviously like keeping the roofing company going and everything. But I really like helping women and girls and like raise awareness for this industry that, like you know, you can kill it in construction. Like you don't have to be like on a roof, you know, with a hammer. Like you don't have to like install flooring. Like you have so many skills I mean you can do those things too. But like other skills, like she wants to go in uh to college for marketing and like that industry too. Like you know, that's the kind of untapped still with the construction industry. Like I didn't come into this business like as a roofer. Like I came in, you know, trying to have a marketing position and like utilize like some very basic legal skills. I was, you know, taught in college, so so I mean I became one as things progressed and I learned, but I entered the construction world just marketing and trying to be.

Hannah Vogel:

James also said you're very social. I'm not. I don't like being a social butterfly and going to events and networking clubs and things like that. So, um, you know, I think and I'm not trying to be sexist in any way, but I think women like thrive on organization Um, they're very personable, like, and I've noticed that in the construction industry, like, there are a lot of roofers that are amazing roofers or painters, um, and that's just what they do. But paired with maybe, a woman, um who has opposite skill sets to them, you know, whether it be marketing, organization um, social media, things like that you can really elevate a construction company. So, um, for me personally, I would say the marketing and just trying to build community relationships are my platforms, that I'm trying to make into my business.

Jennifer Johnson:

And when you bring in two different people, two different mindsets, guys have different ways of thinking about it than women do. That's where the magic happens sometimes.

Hannah Vogel:

Yes, exactly that's where, like, especially in business, I feel like opposites really attract. You know, unfortunately James passed away a couple years ago, so it's just me now. But he always said, like you know, I never wanted someone like just like me, like if I ever, like, worked with someone, like I want someone who's completely different from me and like he never felt like he was pretty much a genius, but he never made me feel dumb. You know, he always encouraged me and, you know, gave me this confidence that I have now to be in the construction world.

Jennifer Johnson:

So I love that. You know we should never be the smartest person in the world in the room.

Hannah Vogel:

Exactly that's what I say too, or you're in the wrong room, right, and that's how we grow, you know. And I think that's another thing like in my industry I don't know how it isn't yours, but more I guess it's kind of across the board, but like more seasoned people, you know, it's like you can't teach a dog new tricks, kind of thing, but you really can't. I mean, I've talked to some contractors who are like, oh, you do like social media, like I don't even know what Instagram is, like you get business from Instagram. And I was like, yes, like social media. Like I don't even know what Instagram is. Like you get business from Instagram. And I was like, yes, like I promise, like you can.

Hannah Vogel:

Like this guy who owns a painting company. And I was like, like just simple things, like you know, record videos and things like that. But like, and then, on the opposite, you know younger people entering the industry. I would suggest to like never be afraid to ask people questions, like you know, and I think people in our industry really like that. Like I'm sure, like you would love it if, like a young girl, you know, approached you and was like my dream is to own a store, a clothing store.

Hannah Vogel:

You know I just don't like where do I start? Kind of thing, Right.

Jennifer Johnson:

So I love the fact that you you mentioned some of these guys are coming to going. I can't what. You have this on social media. The most interesting thing is that, like all these YouTubers yes, I mean, and they're on TikTok too, but I watched my son, who has a pressure washing business he watches these people on YouTube for hours and is just fascinated by them and I'm thinking seriously. But that is where a lot of people get their information, they get ideas and they're getting an education on there and it's kind of you have to look at it as there's a new wave of people coming up and owning homes and homes and buying cars, and the people that are stepping into buying cars and and building homes and are going to need a roof kind of thing are people that grew up with cell phones in their hands, with YouTube and and everything Facebook and Instagram at their fingertips, right. So where better to find people?

Hannah Vogel:

Exactly. And you know, I'm kind of like my opinion on social media and like the YouTube and everything's kind of changed. Like I was kind of old school about it, Like I felt like a grandmother. I'm like this stuff's rotting our brains Like we shouldn't be like, but I think, like we're in such a digital world right now with AI, social media, the YouTube videos, it's not going to stop, Right, you know. So I think we just have to adapt and if it's used properly I mean your son probably looks up stuff to like how to make his business, but like improve business and like you can learn so much Like I've learned a ton of stuff on YouTube about like even different, like manufacturers, like review videos and things they put out Like there's a lot of good material. I mean we, we pretty much can access anything from our phone. We sure can. So I think we just have to like use it. You know, intentionally, intentionally.

Jennifer Johnson:

Exactly so. You mentioned something you. You made the statement killing it how, and not? This doesn't have this doesn't have to necessarily relate back to anything revenue-based, but tell me a moment where you felt like you truly had arrived in what you're doing, where you're like, yeah, I got this, I'm comfortable. Or was there not just one moment?

Hannah Vogel:

I don't know if there, I think there were like multiple little moments. But what I would say, what comes to my brain first, is when, james because, like you know, you know how it is starting a business Like it's a lot of like blood, sweat and tears, like you're pouring like your savings into it, like you're just living on a dream. Basically, you know, money's tight and that's how it was for probably the first two years. You know, um, but we actually started working with the Wounded Warriors Foundation of Naples and we were able to put on a roof for their Bravo house and James and I, you know, did like the complete, like inspection or part of the tear off and everything. And afterwards, like Dale Mullins, the man who runs it, you know, he was just telling someone about like our expertise and everything. And I think in that moment, um, I was just I overheard him and I was just like, oh my gosh, like when we were able, we were like we're finally in a position where we had the funds to like help someone else, but also we were fully confident in what we were doing, you know.

Hannah Vogel:

So I don't know, that was like a special moment for me. It felt amazing, honestly, because, like I always wanted to do something where I could like help people, like I don't know if it was like social work or doing like pro bono stuff. If I went to law school, like all I wanted to do is help people. And I think with the roofing business, when I started early on, I was like how am I going to help people with like like selling roofs and putting roofs? You know what I mean. But it's kind of like your mindset, you know, you have to shift your mindset a little bit and there are ways like I was able to help people. So I think that moment I was like really confident and I was like you know, we did this and you made a connection.

Jennifer Johnson:

You made a connection of what you're doing to what you could do for someone else, exactly.

Hannah Vogel:

And that's like what owning a business means to me, honestly, is like it's not really the money or like the accolades or anything like that, but like if you help another person, or they learn something from you, or you like inspired them to like maybe take a construction class or something like that. I don't know, at least for me, like that's my, like, I, I did it, Like I killed it moment you know that's awesome.

Jennifer Johnson:

So since you have, since you started in this industry which I know has not been, you know, super, super long, but since you started in this industry have you noticed a shift in more and more women being in the construction industry?

Hannah Vogel:

I would say yes. I mean it's tricky because even now with the construction industry we're kind of like dipping. We're going this way with people like young people entering the industry and we really need people in general, not just women. But when I joined National Women in Roofing last year, I was very pleasantly surprised. I mean, we're not like a super large chapter, as you can imagine, but it's not just like women roofers, but it's like women who own, like manufacturing companies, metal, sheet metal companies, like suppliers, those kinds of things. One woman manages a whole crew, so she like manages construction sites, and that's another thing too. Women are great at.

Hannah Vogel:

Because we're great organizers and we like to keep things, you know, like I don't know. Again, I'm not trying to be like Texas. Yeah, but like I've had both like supervisors on crews and you know, like in roofing, like I don't know if you've watched like I have roof.

Jennifer Johnson:

They've been all over my neighborhood.

Hannah Vogel:

Yeah, it definitely gets ugly before it gets pretty. But you know women supervisors like they're making sure, like you know, nails are picked up like as it progresses and stuff like that. But there are guys like that too. But I'm just saying I think women are a little bit more tidy. But finding those like niche groups, like the National Women in Roofing, that showed me you know there are more women out there, because it's not really I don't know like you, just don't hear about it that much, no, you don't.

Hannah Vogel:

There's also a Facebook group called Harness and Heels oh my gosh, is that funny. And there's a lot of girls in there across like the US, who kind of collaborate and we just like help each other, like when we need advice and stuff. So I've noticed through those things, but like everyday life not really.

Jennifer Johnson:

Right, you know. Okay, just curious because you know you see things shift and we hear all about there's shortages in the trades. Yes, we hear all about that and just wondering you know, even women, we see that. Oh wow, I can go do something with my hands and my brain at the same time, and you know.

Hannah Vogel:

Exactly Well, and I was actually at FGCU a few months ago and I was talking to someone who runs the construction department and they said when they did like a presentation on the major to like freshmen or something, people only got interested when they like realized the demand and like the starting salaries, of course. Right, because I think there's still such a big stigma with construction jobs. You know, like plumbing, like I don't know even myself, like when I was little, like you think like, oh, maybe a plumber doesn't like make that much money now they kill it.

Hannah Vogel:

Plumbers are like the richest I know, like it's crazy. It's crazy and I think like kids in college are starting to like figure out like, oh my gosh, I can go to trade school, you know, for two years I can be an apprentice. Sometimes they pay you to go to school and then you can make a hundred, like you know, 80 to a hundred grand out of college, like that's a pretty sweet deal it is, and then you can open your own company later, right?

Hannah Vogel:

So you're not going into with, like crazy amounts of debt, exactly so I think people are starting to figure that out. I see a shift. I do too. I do, and especially like what we were talking about with social media and AI and stuff like that's still going, but the trades still have to go with it. You're right, it's not like that's going to take over.

Jennifer Johnson:

There's not going to be AI coming to do your plumbing.

Hannah Vogel:

No, absolutely not. Or your roofing, for that matter. You know what's funny? I saw a YouTube video of this machine they're trying to come out with that. You set on the roof and it nails the shingles in, and I'm sorry. I'm all about working smarter, but there's some things that we just have to keep humans doing. That's crazy.

Jennifer Johnson:

Yeah, what strategies have you?

Hannah Vogel:

found most effective in your industry for building your credibility, for building our credibility, like with clients and everything.

Jennifer Johnson:

With you specifically. I know you said how in the beginning, you were just not really sure of how all the business went together and what was all entailed, and the more you learned, the more confident you became. Is that part of it? Is it?

Hannah Vogel:

mainly the learning, yeah, I think the learning. And then I've done something where, even when I was younger before, when I was just getting into college, I'd set these big goals, like very big goals that would maybe be like years down the line, and I found, like setting more like milestone goals as I go like throughout the year, that's been very helpful for me. Um, you know, as far as like continuing education with like my licenses, like I'm trying to get my GC license right now, so I'm setting a goal for that. Wow, you know, by the end of the year I or yeah, by the end of the year I want to take my test, um, so things like that, and then you can progress. You know, I think it's kind of daunting, at least for me, having like all these like ambitious goals and dreams, and it's like it's really the little things you do each day that matter, um, at least in my opinion.

Jennifer Johnson:

I love that and I would have to agree, because it's not like it's when people make their yearly resolutions, new Year's resolutions, that's what I'm trying to say and how many people don't even get past the first week.

Hannah Vogel:

Right, exactly. It's like when you go to the gym the week after and it's like a madhouse, and then, after a month, when February rolls around, it's empty.

Jennifer Johnson:

And that's why, because there are probably two pie in the sky, but then the other could be said well, if you don't have pie in the sky, goals, then you're not going to achieve, and it goes both ways. But I like the bite size. Yes, bite size.

Hannah Vogel:

Exactly Like, because even my test, for example, like the GC exams like pretty daunting and it's like to me it's not taking the test like the big event, it's every day I put in to study you know, the the little things are the big things Building blocks, exactly. So I think setting building blocks for ourselves is really good and you know, as a business owner, I feel like we're so hard on ourselves Like we have to give each other, like give ourselves some grace, you know.

Jennifer Johnson:

And pat each other on the back and say you got this, it's all good.

Hannah Vogel:

You're doing a good job. Yeah, sometimes it's the validation Exactly.

Jennifer Johnson:

Yeah. So, looking ahead, how do you envision your role in shaping the future of your industry? This is a big question. It's a really big one. Okay, it's those big hairy goals.

Hannah Vogel:

Well, okay, I'll answer in two parts. So my two large priorities is making the roofing industry more innovative, maybe a little bit more polished, maybe by using, like, different marketing and social media strategies and utilizing ai, not to put not okay disclaimer not to put the shingles on your roof. That's not happening right, but more of like at least yeah, yeah, exactly uh, but if that happens years from now, I I'm going to call you and be like, oh my gosh.

Jennifer Johnson:

Guess what we just got a bot.

Hannah Vogel:

But yeah, just streamlining the process more for homeowners, making it easier on them just with like the roofing insurance construction process, like it's just. It's a lot you know to sift through, so I want to make that as streamlined as possible. And then just encouraging women you, you know to enter into the industry and you know, not even just young people, you know to give it a shot. So, um, I really like working with fgcu and like the amokley foundation just to raise awareness, right. So I think, just like making the industry more innovative and like progressive with where we're going with social media and then encouraging young people through education. That's wonderful.

Jennifer Johnson:

That's awesome, Thank you. I have enjoyed our time together. Me too. This was I could talk to you all day I know, and we could literally I'm sure we could do one whole podcast on challenges. Um, if our guests would like to get ahold of you, Hannah, how can they do so?

Hannah Vogel:

So we're on Facebook, instagram, youtube and Tik TOK Um, and then we have w w dot Vogel roofcom. V O G E L Yep.

Jennifer Johnson:

Awesome. So any of those Wonderful. Thank you so much again. Thanks so much, Jennifer.

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