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About Us

OUR MISSION

Since First American Roofing & Siding, Inc. was founded in 2005, we have been guided by these three core principles:
Honesty
We will always be honest in all transactions. We will never overbid a job or try to sell you something that you don’t need. Honesty in everything, because it is the foundation of any long-term business relationship.
Integrity
You can depend on the First American Roofing team to do our best work, day in and day out. Any job we undertake will be completed to the best of our ability.
Professionalism
Our crews are always polite, professional and punctual. We only hire the best because we know that each and every team member reflects on the entire company. We also communicate with you every step of the way, from your first estimate to the day we clean up after the job is done.
Doug Werner
founder (1957 - 2010)

Doug and his wife Gretchen built First American Roofing and Siding on the solid principles of honesty, integrity, and professionalism. Having been in the construction industry for over 20 years, they saw a desperate need in the Coulee region for property owners to have a roofing and siding contractor that they could trust. In 2005, they devoted themselves to the pursuit of this vision.

Dallas Werner
Owner / President

Upon returning from a second deployment to Iraq, Dallas came back to the family business, working in sales and management. When his father, Doug passed away in 2010, Dallas stepped in to fill his shoes. First American Roofing and Siding continues to operate under the same values and integrity that Doug instilled in the business.

Amy Werner
Office Manager

Amy officially joined the First American Roofing and Siding team in 2015. She brings professionalism, organization, innovation and efficiency to the marketing and financial side of the operations at First American Roofing and Siding.

Ellie
Mascot

Ellie is a Fox Red Labrador Retriever born in 2013. She is the official greeter at First American Roofing and Siding and keeps the office clean by recycling the cardboard. She enjoys riding along with her Dad, Dallas, chewing on bones and chasing butterflies in her sleep.

Community Involvement

First American Roofing & Siding has been a part of your community since 2005. Giving back is a big part of that. Our company and our entire team devotes themselves to these causes. After all, a stronger community is better for everyone.
No Roof Left Behind
No Roof Left Behind
Hard times can fall on even the best of us. No Roof Left Behind was founded to help our less fortunate friends and neighbors quite literally keep a roof overhead. First American Roofing and Siding, Inc. is the NRLB partner of the choice in Holmen, Wisconsin and the surrounding communities. Each year, one winner is selected to receive a new roof, completely free of charge.
Roofs for Troops
Roofs for Troops
As a thank you to all those who served to protect our freedom, all active U.S. military, along with veterans and retirees, are eligible to receive a $500 rebate on select GAF Roofing Systems and a $250 rebate on select other services. Call us at, 608-783-3101 for more information!
Habitat for Humanity
Habitat for Humanity
Since 1976, Habitat for Humanity has built, renovated, or repaired more than 800,000 homes worldwide. First American Roofing and Siding, Inc. is proud to provide Habitat with materials and labor for all their roofing projects at no cost throughout the La Crosse, West Salem, and Onalaska Wisconsin area for the last 7 years.
Big Bikes for Little Tikes
Big Bikes for Little Tikes
A local charity that helps support of families of children with special needs make their dreams come true. First American Roofing and Siding, Inc. is proud to partner with 95.7 The Rock and other local sponsors to support these children the last five years.

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Licenses & Insurance

First American Roofing & Siding, Inc. is fully licensed and insured to work in Wisconsin. You can rest assured knowing your property is protected and backed by a trustworthy company. We don't just install roofing and siding, we install peace of mind.
Dwelling Contractor and Qualifier(Wisconsin)
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INSURANCE COVERAGE (WI & MN)
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Residential Bldg Contractor (Wisconsin)
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First American Roofing and Siding came out to give us a bid on the day we called them. Coltan answered all of our questions and was very professional. They were able to schedule our house washing in a timely manner. Their work was excellent. We would recommend them to you.

Roberta Haugen
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I recommend working with Paul Lentz. He is very helpful and nice. Our roof looks great. They had affordable pricing as well.

Jenna Sanchez
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Thanks to everyone at First American Roofing for a job well done! They are highly professional, fair priced, promised us high quality product and workmanship, and kept that promise. We highly recommend them.

Randall Urich
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Very professional from start to finish. You know exactly what they are doing and why. Cleanup is meticulous. I would definitely use them in the future but I’m not sure I can outlive the guarantee.

Richard Seeks
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Dallas and crew do a great job! So glad we used them when we built our house. Everything was done to perfection and has held up through some big storms over the past 2 years

I would recommend them to anyone!

Landon Harger
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I am so relieved to have found a roofing company that was professional, friendly and thorough. Not only do I have an excellent quality roof, but it was also at the fairest price. First American really has an efficient system in place! They even have an excellent vinyl washing system that made my whole yard fence like new in no time. I will trust them again with my next home.

Michelle
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Communication is key in our busy world, Dallas and his crew were always respectful of our time and getting back to us to let us know what was happening. First American helped us not only choose the products that were best for us and fit our budget, but they also worked along with our insurance company (thank you Josh) as this was a weather-related claim. We had a few unforeseen issues, they worked through it with us and the end result is we now have a beautiful home and we are excited about the end product!

Wendy Jiracek Pertzsch
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Recently had my 1980 leaking “skylights” replaced by first American roofing and siding. I was extremely impressed!! The estimate process was very professional and effortless with all the products they had to choose from. Expert advice on which application would fit my project the best with knowledge and experience to back it up. The crews were prompt, clean and respectful of the property, not under construction as well !! I could not be more satisfied!

Kevin Olson
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First American does a great job! Recently had them out to look at one of our windows that was leaking cold air into the house. They fixed the problem right away and now no more cold air! The quick response was greatly appreciated with the recent weather we have been having! Thank you Mike for getting your service guys out here right away!

Kathy Koehn Leis
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First American Roofing and Siding provided great service from beginning to end. The GAF shingle quality is outstanding and we felt comfortable knowing our investment was a wise one. We were so confident in their workmanship that we recommended them to our son’s family for their new roof. For us, it wasn’t just about our house it was about our home.

Dianne Volden
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I have to say I was incredibly impressed with the team First American sent out to remove our ice dams. From the time the men arrived to the time they left, I saw hard work, professionalism and honesty. These are definitely qualities I look for in a company who is to be working on my home. I will definitely think about using First American again should I need any future work done!

Damian Stanton
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Was very impressed. Known damage to the roof sheathing was replaced, rotted soffit replaced. Workers did a good job cleaning up and respecting property. Supervisor came the next day and only found a handful of debris they missed.

Larry Messerly
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So glad we found First American for our siding needs. The crew was extremely professional and detailed. Site was always clean and picked up after each day. They encountered a couple issues on our home upon tear off and resolved them nicely before putting on new siding. Would highly recommend!

Becky Hamit
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I called 4 different roofers to replace a broken roof vent. First American was very responsive and got the job done quickly. I am very happy with your service.

Denise Payne – La Crosse, MN
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I love this company. They do great work and I really enjoyed working with Dallas Werner. I highly recommend First American Roofing and Siding They are timely, neat, professional and do excellent work. I would highly recommend them for your roofing and siding needs. I absolutely love my new roof and am fortunate to have found them to replace my roof.

Roger Burrows
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Mark came to our house and was very knowledgeable when explaining the issues for our roof and what they would offer. He offered 3 different options and took the time to explain everything to us so we understood what was going to happen. The project only took 2 days and the roofing team even worked while it was raining to make sure the roof got completed.  Everyone that I interacted with including Mark, Andrew, Scott and Ruben’s team were very professional and we will be going back for additional house projects.

Bree Bushman-Lee
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We had the pleasure of working with First American Roofing in the summer of 2018 to replace our roof. They answered all of our questions and were very detailed orientated. After the job was complete, they came back to visit with us and make sure that we were satisfied with the materials used and the finished product. We would absolutely use them for future projects and have recommended them to friends and family.

Mary Blaschke
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