Roofing contractors are on the front lines of some interesting shifts. The surge in home improvement brought on by the COVID-19 pandemic has largely normalized; storm activity has been less disruptive in many regions; and interest in retail channel growth is on the rise. As 2026 unfolds, roofing contractors are seeking strategies and resources that can help them navigate headwinds and keep their businesses on course for growth.
The market offers no shortage of programs and technologies designed to help contractors grow and scale their businesses, but roofing contractors aren’t always sure where to look for relevant business support that can differentiate their businesses, protect margins, attract and retain talent and generally support the business.
Amid this complex landscape, there often is one valuable resource overlooked: roofing manufacturers.
Contractor programs
Many roofing manufacturers have contractor programs designed to go well beyond products, components and warranties. To be genuinely valuable to a contractor, these programs need to be comprehensive, aiming to address the full spectrum of contractor needs from business operations and education to workforce development and digital transformation.
Some core elements of a contractor program may include access to external expertise, tailored education and training, talent acquisition resources and tools designed to modernize the customer experience. Access to such resources allows contractors to focus on what they do best while gaining support in areas that might otherwise stretch internal teams or require significant financial outlays.
This kind of beyond-the-products approach fosters an active engagement between contractors and manufacturers, creating a relationship that goes beyond the transactional and helping contractors unlock value that sets them up for long-term growth.
The benefits
Leaning on a manufacturer’s contractor program provides numerous benefits. For example, Owens Corning has long recognized the kind of win-win scenario a comprehensive contractor support program can create. Successful contractors not only tend to get more projects but are instrumental with building their company’s brand and reputation.
Although all manufacturers have unique approaches for supporting their contractor networks, following are some benefits that contractors in Owens Corning’s network speak of favorably.
Access to specialists
Running a roofing business requires managing a complex set of responsibilities that go beyond estimating and roof system repairs and replacements. Contractors must manage cash flow, evaluate and deploy technology platforms, generate and convert leads, and protect their businesses through code compliance and sound contractual practices. Owens Corning and other manufacturers offer external specialists who can help contractors “build a bigger bench” with nearly any business aspect including digital marketing, lead generation, EOS (Entrepreneurial Operating System) training, sales and even contractual agreements.
Since 2023, Trent Cotney, NRCA’s legal counsel and a partner and construction team leader at the law firm Adams and Reese LLP, Tampa, Fla., has provided more than 1,500 contract reviews to Owens Corning contractors.
Virtual reality training
Roof system installers want training that’s immersive, flexible and focused on safety. Introduced to Owens Corning Platinum and Preferred contractors during the 2026 International Roofing Expo,® VR courses allow contractors to deliver the training employees need at a time and location most convenient.
In a VR environment, seasonality, weather and geography no longer dictate when training can be conducted. VR training also lets workers practice and master real-world installations in a safe setting that builds confidence before they step foot on a roof.
VR learning also helps employee retention. Narendra Kini, M.D., president and CEO of Miami Children’s Hospital, told Fortune that using VR in training can result in a retention rate of up to 80% one year after VR training compared with 20% one week after traditional training.
Advanced education
As contractors’ businesses grow, the demands placed on leadership also tend to increase. Staff moving into management roles may be expected to understand finance, marketing, data management and human resources—areas where employees may have limited training.
Targeted education helps roofing contractors develop their team members’ skills in key functions. In 2024, Owens Corning worked with Cornell University, Ithaca, N.Y., to curate courses and certificate offerings focused on finance, business management, marketing, sales, human resources, data science and more. Participants who successfully complete a course of study are awarded an e-Cornell certificate and have the opportunity to earn multiple certifications.
Participants also may enroll in individual courses to supplement their knowledge in key areas. The online learning platform is accessible 24/7 through a portal, making it easy for contractors and their team members to schedule learning around the demands of business and life.
To nurture collaborative learning, participants can engage in real-time discussions with co-horts and educators to explore how course content relates to real-world business applications. A support system provides access to enrollment counselors and advisers for one-on-one connectivity.
Virtual sales support
When it comes to the home improvement buying process, customers value transparency, convenience and speed. RoofScout is an interactive sales enablement tool designed exclusively for Owens Corning Contractor Network members and their customers, combining real-time pricing and personalized proposals with a fully guided product experience. Understanding customers approach buying differently, Scout, a 3D animated character, learns the homeowner’s buying style and tailors the journey accordingly. Homeowners can explore colors and upgrades, consider financing and e-sign proposals at their convenience.
Talent acquisition
Talent acquisition remains a persistent challenge in the roofing industry. The competition for talent is complicated by an aging workforce, short supply of skilled labor and shifting expectations among younger workers. To help address these issues, the industry is investing in talent acquisition platforms designed to connect contractors directly with relevant job seekers interested in construction and roofing careers.
Owens Corning has launched its Roofing Career Network for Platinum Preferred contractors. Currently in a soft-launch phase, Roofing Career Network is designed to streamline the hiring process by connecting contractors with relevant job seekers interesed in construction and roofing careers. Contractors upload their hiring needs while candidates enter their details and preferences, and the system does the rest.
Beyond direct recruiting tools, the Roofing Career Network supports longer-term workforce development through partnerships with community colleges and career and technical education programs. Fast-track bootcamps prepare participants for installer, sales and office roles, helping contractors reduce the time to hire.
Owens Corning also is piloting opportunities to extend the Roofing Career Network through military programs, creating potential pathways for service members moving into civilian careers. Together, these efforts help contractors build a sustainable talent pipeline of disciplined workers with diverse and leadership experience.
Peer-to-peer learning
One of the most valuable roles a manufacturer can provide is bringing contractors together. When contractors exchange ideas and best practices, it not only strengthens a contractor business but also provides valuable input that can be used to improve support from the manufacturer.
During a 2025 gathering of Owens Corning Platinum Preferred contractors, participants attended a panel discussion about the challenges of recruiting, educating and retaining talent in a tight labor market. The panel was moderated by Jeff Gunhus, founder and CEO of Home Genius Exteriors, Hyattsville, Md. Gunhus started by referencing a recent report indicating 55% of home company CEOs have problems filling job openings and then opened up a discussion about how other contractors are navigating these challenges as well.
The peer-to-peer session illuminated real-world business challenges and practical talent solutions for contractors.
Leverage all tools
A good contractor support program should dovetail with the practices and goals of individual contractors. As a roofing professional, make sure you are leveraging all the support tools manufacturers have to offer.
Explore what’s available for every level of your organization from installation to sales management. Ask what kinds of development resources the manufacturer offers that go beyond their products. Inquire about support offered for specific company challenges.
And if there’s a particular type of support you need, don’t be afraid to suggest it. A manufacturer committed to your success will also be open to new ways to support you and your company even more effectively.
Jessica Tinney
Roofing contractor program leader
Owens Corning, Toledo, Ohio
