The Time is Now for Metal Roofing

Most contractors are feeling a slowdown in new business compared with the same time last year. Soaring inflation has led to higher interest rates which means home improvement projects or obtaining a new mortgage costs more. However, the roofing business is recession-proof to some degree. Homes and commercial buildings constantly warrant roofing maintenance, repairs and replacement. These essential services will continue to be performed regardless of economic conditions. Adding or enhancing a specialty roofing component to your business will help offset the downturn and set you apart from the competition.

Long-term Success

The time is now to focus on the long-term success of your business. The standing seam metal roof (SSMR) is today’s longest-lasting and highest-performing roof. The SSMR performs flawlessly from Miami to Maine, Seattle to San Diego, and everywhere in between. Different panel types, widths and substrates such as Galvalume-coated steel, aluminum, copper and zinc give your customers a premium product with a low-cost life cycle. Diversifying or expanding your roofing product line with SSMR will help grow your bottom line. Here are five suggestions for getting into the business:

1. Do your research. The growth of metal roofing is outpacing asphalt shingles despite its higher installation cost. Look around your local area. How much is SSMR growing in your market? Is it easy to find an SSMR contractor or supplier of SSMR panels–and if you can find one, how far are they booked out? What type of projects do you see SSMR on? Metal roofing was once considered to be primarily a commercial or industrial building product. Today we see the most growth and opportunity on residential projects. Speak to local GCs and builders.

2. Interview several metal roofing manufacturer representatives in your market. A reputable manufacturer rep should be able to share market research with you in your territory and avenues to purchase their products and services—and train you to use them—to help grow your business.

3. Explore metal roofing equipment and financing options. Despite the lasting impact of supply chain disruptions over the last few years, contractors have access to new machinery that roll-forms panels and fabricates trim packages. The return on investment can be speedy if you make the investment and buy your own machine. However, you may find preformed panel packages from a local fabricator are a better fit for you.

4. Determine your labor force. Will you utilize metal roofing subcontractors? Do you have employees with metal roofing experience? Does your crew have an interest in learning metal roofing? With an economic slowdown, there will be more metal roofers in the labor pool than in years past. Being organized with a reliable crew of salespeople and installers could be what sets you apart during this time and enables you to thrive as new business comes roaring back. A small crew of experienced SSMR installers could easily add over a million dollars to your revenue.

5. Market your business. Create or expand your website to help promote your new metal roofing expansion. Make sure your business is listed and the information is accurate on Google My Business and your social media profiles. Develop and implement a sales strategy to focus on your target audience. Create differentiators between your new premium roof system and the competition.

Solid Partnership

A solid partnership with your metal roofing manufacturer or supplier is of the utmost importance. SSMR is not a commodity-driven roof type. The manufacturer will have thoroughly tested panel systems, proper installation guidelines, sales and marketing support, leading warranties and a robust supply chain. Your manufacturing partner will have longevity in the market and so you know they’ll be a continuing resource throughout your growth.

James Hazen is national roofing sales manager at Englert Inc., Perth Amboy, N.J. To learn more, visit www.englertinc.com or call (732) 646-4915.