Photo courtesy of Owens Corning, Toledo, Ohio.
After a long winter, March signifies the resurgence of the roofing season and a renewed focus on securing jobs. Whether you are preparing bids to fill up your docket or working through a backlog of jobs, now is the time to grow your business.
Yet the reality remains that replacing or purchasing a roof isn't a welcome expenditure for most homeowners. One undeniable—but understandable—trend across the roofing industry is homeowners are holding onto their roofs as long as possible. Much like how they approach cars, many consumers are opting to repair their roofs instead of buying new ones.
Inevitably, the time will come when a homeowner needs to purchase a new roof. Given the financial investment and long-term implications of this important decision, homeowners want to avoid making mistakes. From hiring a roofing professional to selecting the right roof system, consumers want to feel confident about making decisions that will have positive long-term effects.
As a result, homeowners want to work with roofing contractors who can provide insights into the latest innovations and products. To help your company gain a distinct advantage over the competition and generate more business, it is important to be aware of the prevailing industry trends and how they can positively affect your business.
No. 1: Recycling
An increasing number of homeowners are seeking contractors who have adopted sustainable business practices. The ability to demonstrate a tangible environmentally friendly building practice has begun to directly influence contractor selection and translate into more jobs.
Educating homeowners about products that provide a long life cycle and reduce turnover is an important aspect of offering sustainable solutions. Homeowners who are faced with a roofing project often turn to asphalt shingles because of their durability, reliability, performance, economics and range of aesthetics.
However, even the long life cycles of asphalt shingles eventually end. When it is time to replace a roof system and dispose of old materials, roofing contractors are adding shingle recycling services as a growth opportunity that also meets homeowner demand for environmentally friendly solutions.
According to the Asphalt Roofing Manufacturers Association (ARMA), asphalt roofing shingles represent about 80 percent of the residential roofing market. This presents a powerful opportunity for the roofing industry to help divert tear-off materials from landfills and encourage recycling for use in valuable applications such as road construction and repair.
In addition to providing an alternative to disposing of old shingles, recycling asphalt shingles is a cost-effective alternative to landfill disposal or other disposal methods.
Shingle recycling is a viable option for roofing contractors throughout the U.S.; an aggressive expansion of dedicated, convenient drop-off centers that recycle and process shingle tear-offs operated by credible companies is under way.
Shingle recycling services are available in more than 100 markets providing access to more than 60 percent of the population. This explosive growth has made it increasingly convenient, cost-effective and easy for roofing contractors to implement shingle recycling as a sustainable business practice. In many markets, shingle recycling costs nothing for contractors, suggesting the practice may be a profit maker in the coming years.
Roofing manufacturers also are actively supporting the expansion of shingle recycling with efforts ranging from sponsoring various organizations to initiating programs that identify legitimate recyclers and certifying contractors who use them. Connecting homeowners with those contractors who recycle is a valuable service manufacturers can provide.
In 2014, participating in shingle recycling programs represents an effective, convenient way to create a positive point of differentiation in the marketplace.
No. 2: Growth in exteriors
A typical roof system accounts for more than 50 percent of a house's exterior, and consumers are recognizing roofs represent a major design element that can play a pivotal role in unifying architectural details. The trend has been a gradual evolution away from cookie-cutter houses sharing the same traditional laminate roofing in muted colors toward a more distinctive, personalized style.
Increasingly, homeowners are gravitating to roofing choices that stand out. As a result, roofing contractors have a rich opportunity to showcase the breadth and depth of product innovations that add beauty without sacrificing performance.
Roofing manufacturers are bringing high-impact color palettes and differentiated shingle shapes, color gradation, contrast and dimension to market that deliver style and performance. For example, asphalt shingles now can achieve the charm of natural materials and deliver the classic elegance inspired by the natural look of slate.
Homeowners who desire a unique, specialty roof also are willing to pay a premium. This presents an opportunity for roofing contractors to organize and customize product offerings into categories that can help streamline sales and present upsell opportunities to increase margins.
Of course, climate, weather patterns and architectural design differ throughout the U.S., which will affect what is trending—and selling—in your region. Keeping up with regional trends can help you strategically align the color and materials of your product offerings to local preferences and ultimately drive more sales.
No. 3: Innovative details
When a roof system fails, it typically is at the edges or joints rather than in the field. As a result, roof accessories are critical to the long-term success of a high-performing roof system.
Supported by building-science innovation and sophisticated product testing, accessory products have seen a surge of advancements resulting in sophisticated and easy-to-install products.
The advancements across the accessories category include new hip and ridge products, vent designs and innovative underlayment surface materials. For example, new hip and ridge products are specially designed, tested and warranted to bend with a roof's contours, provide enhanced aesthetics and help protect roof peaks against weather. Formulated to withstand the elements, the latest innovations in hip and ridge shingles also help enhance a roof system's beauty beyond what may be achieved by bending standard shingles.
Similarly, underlayment now is designed with more material options; durable, synthetic construction; and thick felt products to enhance its water-repelling performance and provide long-term moisture protection. Also available in extra-wide rolls, underlayment is fast and easy to install.
Specifying proper ventilation is another key component to protecting a roof system from heat and moisture damage. Without proper ventilation, everyday household activities can wreak havoc on a roof system. To remove the guesswork from the equation, new online resources are available to help roofing contractors accurately calculate the ventilation requirements for each roofing project.
In addition, leading roofing manufacturers also are conducting rigorous testing to ensure each roof component is of the highest quality for contractors and homeowners. Together, an integrated system of components and layers is designed and tested to withstand the forces of nature outside while controlling temperature and humidity inside.
As I noted in "Systematic selling," November 2013 issue, educating homeowners about the components of an integrated roof system—and explaining how and why they work together to achieve a balanced roof—can position you as an expert and create the potential for business growth.
No. 4: Third-party validation
When ready to purchase a roof system, homeowners increasingly are turning to third parties to validate skilled, reliable contractors to help avoid having any regrets in the hiring process. From friend referrals and online research to manufacturer-sponsored contractor programs, homeowners are proactively seeking trustworthy resources to help evaluate roofing contractors.
To stand out from the competition, it helps to have professional certifications, special training and affiliations with credible organizations. Roofing contractors who are supported by a trusted brand via manufacturers' loyalty programs or an association can further distinguish their businesses and instill confidence with homeowners.
Additionally, contractors who choose to join manufacturers' loyalty programs are able to offer expansive warranty options to homeowners. Many manufacturers offer one warranty that covers all roof system components. This allows homeowners to experience the confidence one warranty will cover multiple components of their roof systems versus collecting many individual product warranties.
Ahead of the curve
From sustainable solutions and specialty roofing to innovations in accessories, monitoring industry trends can become a powerful tool to maximize business growth potential throughout the 2014 roofing season and beyond.
Bert Elliott is director of products and programs for Owens Corning Roofing and Asphalt LLC, Toledo, Ohio.
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