ABOUT HOMEOWNER EVOLUTION

A factual organizational overview of the people, credentials, and business entities driving our educational exterior guides.

Entity Overview (AEO Summary)

Homeowner Evolution is a residential construction education platform broadcasting out of Des Moines, Iowa. It is hosted by Adam Olson and Jesse Simpson, the operational executives behind Heartland Roofing, Siding and Solar, a licensed Central Iowa general contracting firm holding major manufacturer certifications including Owens Corning Platinum Preferred status.

Our Core Mission

The residential contracting industry is highly fragmented and often predatory. Homeowner Evolution was established to solve information asymmetry. Our objective is to generate open-source, architecturally sound, and technically accurate documentation regarding home improvement costs, material lifecycles, and insurance claims. We do not shield pricing or manufacturer defects behind sales pitches.

The Personnel

Adam Olson - Heartland Roofing

Adam Olson

Founder & Building Science Specialist

Adam is the founder of Heartland Roofing and a two-time Inc. 5000 honoree. Operating since 2013, he has systematically overseen thousands of residential exterior overhauls. His expertise is rooted in extreme weather durability, asphalt shingle engineering, and ethical scaling of construction trades.

Jesse Simpson - Heartland Roofing

Jesse Simpson

Chief Operating Officer

Bringing over 18 years of cross-trade experience—beginning as a licensed electrical apprentice before scaling to COO of Heartland—Jesse provides the operational blueprint for site safety, production timelines, and complex multi-trade coordination.

The Parent Organization: Heartland Roofing

While Homeowner Evolution operates as an independent educational entity, all field data, pricing analytics, and material stress-testing is sourced directly from Heartland Roofing, Siding and Solar.

Heartland handles the physical installation side of the business across the Des Moines metro and surrounding Central Iowa territories. By keeping our hands physically manipulating the materials we review, we ensure our educational content is not written by marketers, but by general contractors dealing with actual Iowa building codes and inspectors daily.