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The Legacy of Edward Smart

Edward Smart returned home from the serving in World War II in the 1940s with a renewed sense of purpose and determination. Like many veterans of his time, he sought to rebuild not only his life but also his community. The world had changed, and so had the landscape of opportunity. While many looked down on roofing as a “poverty job,” Edward saw it differently. He saw it as an essential trade—one that protected families, businesses, and the future.

With nothing but his work ethic, grit, and a toolbox of basic skills, Edward began roofing homes across Greater Milwaukee. The work was grueling, and the hours were long, but Edward’s name quickly became synonymous with quality and reliability. He didn’t cut corners, and he didn’t leave a job site until it met his high standards (Smart standard). Slowly but surely, Edward grew his reputation. Word of mouth spread like wildfire, and before long, Edward Smart wasn’t just a roofer—he was the roofer. By the early 1960s, Edward’s one-man operation had grown into one of the largest roofing businesses in the state of Wisconsin.

Edward’s success wasn’t just about hard work. He carried the same values he held on the battlefield—integrity, leadership, and loyalty—into his business. He treated every customer like family and every project like it was for his own home. These principles became the foundation of Smart Roofing and Sheet Metal Company.

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The Next Chapter: A Family Tradition

Edward passed on more than just a business to his sons, Dale and Roy—he passed on a legacy. Both boys grew up on rooftops, learning their father’s trade and inheriting his values. However, as is often the case in family businesses, the road was not always smooth. When Edward suddenly passed, his heirs took over the family business. Roy decided to sell the business, leaving Dale Sr. with little more than the family name and a determination to rebuild what his father had worked so hard to create.

Dale Sr. started from scratch, working tirelessly to restore the reputation and legacy of Smart Roofing. He didn’t just want to build a business; he wanted to honor his father’s memory. Dale Sr. put every ounce of blood, sweat and tears into his work for decades. From tireless nights over and over again, through economic depressions, he invested everything he had into the family business with training, certifications, and the best materials to ensure every roof reflected the Smart family standard. Over the years, he rebuilt the company, brick by brick, roof by roof, with the support of our Greater southeastern Wisconsin homeowners and businesses.

3rd

Legacy Secured: The Third Generation

Today, Dale Smart Jr., the third generation of the Smart family, leads the company with the same passion and principles his grandfather instilled. Under Dale Jr.’s leadership, Smart Roofing and Sheet Metal has grown into a renowned name across Greater southeastern Wisconsin. The company’s reputation for honesty, integrity, and unparalleled craftsmanship has stood the test of time, evolving with new technologies and techniques while remaining true to its roots.

Dale Jr. honors the family’s tradition by focusing on customer relationships, ensuring every project is done with care and precision. Just like Edward in the 1940s, he knows that the company’s success isn’t measured by profit margins but by the smiles of satisfied clients and the trust the Smart name carries in the community.

What began as a humble venture by a returning veteran has transformed into a legacy of excellence spanning three generations. Smart Roofing and Sheet Metal Company continues to stand tall, a testament to the values of hard work, family, and integrity that Edward Smart instilled all those years ago. His legacy lives on in every roof we build and every client we serve.