Frontline Conversations: Sam Rockaway from REDCOM Design & Construction on Business Insights

Sam Rockaway is Senior Vice President of Sales at REDCOM. Sam has over 30 years of sales and entrepreneurial experience, successfully founding and selling private businesses before transitioning to the construction industry. At REDCOM, Sam has contributed significantly to the firm’s growth and diversification. His unique background and knowledge of multiple facets of commercial construction set him apart in the industry. Sam combines his understanding of commercial real estate development, site selection and construction methods with a detailed understanding of client needs to solve problems, identify opportunities, and drive client value.

Sam has a BS in Accounting from Fairleigh Dickinson University and holds a New Jersey real estate license. Sam is a member of NAIOP and NJ CAR professional associations.

We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.

Sam Rockaway: I’m Sam Rockaway, the SVP of Sales at REDCOM. In the 15 years I have been in this role, I have expanded REDCOM’s sales ~400% and helped the firm move from largely auto dealership construction to industrial and other segments. In terms of my background, I was an entrepreneur early in my career, spent time in the large corporate environment with J&J, and now am putting my skills and experience to use in commercial construction. I have a BS in Accounting from Fairleigh Dickinson University and hold a New Jersey real estate license. I am a member of NAIOP and NJ CAR professional associations.

REDCOM is an award winning, full-service commercial architectural design, engineering, and commercial contracting company operating in New Jersey and the surrounding areas since 1982. REDCOM can take a project from concept to completion, offering comprehensive services across every stage of a project. Clients served include commercial, industrial, institutional (education and religious) and automotive segments.

If you were in an elevator with Warren Buffett, how would you describe your company, your services or products? What makes your company different from others? What is your company’s biggest strength?

Sam Rockaway: REDCOM has in-house site civil engineering, architecture and project management that can take a project from concept to completion. REDCOM is a full-service design-build firm offering a complete range of professional services, a key differentiator in commercial architecture. When clients buy land and need to know what can be built on it, REDCOM is able to quickly assess the site and development requirements. REDCOM efficiently identifies the site constraints and provides clients with information to make a business decision on the acquisition of the site.

Quiet quitting, The Great Resignation, is an ongoing trend causing many businesses to struggle to keep talent engaged and motivated. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued, and misunderstood in the workplace. In your experience, what keeps employees happy? And how are you adapting to the current shift we see?

Sam Rockaway: REDCOM implemented flex time (ie, giving a day off a week, as long as employees are available if questions arise). I provide flexibility to my team to take time as needed for personal appointments, childcare, etc., helping my team balance work and family or other personal business. A little flexibility goes a very long way. I also seek to build a supportive, trusting environment and take the time to thank my team for jobs well done. I am hands-on with the team and am always available to provide guidance and to answer questions. The environment on my team is highly collaborative.

Online business keeps on surging higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for the year to come and how are you capitalizing on the tidal wave?

Sam Rockaway: REDCOM works in construction, and it’s a very face-to-face business. We work with clients in person to review building plans — very hard to do online. We do have Zoom and MS Teams project updates with team members and clients.

Business is all about overcoming obstacles and creating opportunities for growth. What do you see as THE real challenge right now?

Sam Rockaway: Right now, interest rates, construction costs and the availability of land are our biggest challenges. The building approval process in NJ where we operate is also very long and expensive (ex. $10-$15 per square foot, and up to two years to complete). This arduous process can discourage clients from moving ahead with projects.

In your experience, what tends to be the most underestimated part of running a company? Can you share an example?

Sam Rockaway: Accounts receivable is a big challenge as are other employee-related concerns and issues (ie, benefits, work-life balance). Also, in our business, unforeseen site and building conditions that arise during projects are also very challenging. For example, REDCOM is in the midst of a large-scale renovation and construction at a Honda dealership in NJ. While building a roof deck for parking, REDCOM discovered that insulation that was supposed to be in place between concrete layers of the roof did not exist. The need to install insulation stopped the job and added time and cost to the project, also creating a challenge in managing client expectations.

On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?

Sam Rockaway: I already have a Superman cape in my office (really!). The superpower that I would like is to efficiently find leads and new prospects. Shortening our sales cycle from 2 years to a few months would be ideal.

What does “success” in 2024 mean to you? It could be on a personal or business level, please share your vision.

Sam Rockaway: Success means meeting our sales goal and turning a profit so that REDCOM employees can earn a small bonus. It’s important to me that everyone here has a chance to be rewarded for their hard work and REDCOM’s success.

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