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2018 Drives Demand as the Year of the Durable Home

2018 State of the Industry Report

Ramey Renee

Last year, the U.S. suffered horrific disasters ranging from Hurricane Irma in the south, to wildfires throughout the west, extending well into the winter months. Even regions that haven’t experienced emergency weather situations faced unprecedented heat waves, odd cold snaps and strange precipitation patterns. For many areas of the country, energy efficiency also continues to be a major priority, especially in regions with wildly fluctuating temperatures.  

The question for the building and construction industry is, are we also weathering the storm? New building practices that help ensure a home is as impenetrable as possible for whatever Mother Nature throws at it is now a significant selling point. With the increasing likelihood of severe climate events, the time has come to let go of the “way we used to do it” thinking in favor of building and constructing the next wave of more durable homes.

Metal roofing is a big part of the equation for incorporating more resilient materials into the entire building envelope, and it’s clear the future is bright for the industry. Already, there’s a huge uptick in demand from homeowners who are seeking better security and protection against possible extreme weather events, no matter where they live. That’s driving interest and sales of metal roofing, known for its energy efficiency, durability, inflammable properties and protection against severe storms. Metal roofing now enjoys a 14 percent share of the U.S. roofing market, growing by 3 percent from 2015 to 2016 alone.

Yet, we still have a long way to go to convince more builders, contractors and architects that the future of the durable home is here to stay. Not adapting building practices to better address climate changes comes with its own risks, including the possibility of stricter oversight and regulations in the future. For example, some counties working to rebuild in areas that suffered severe weather and climate-related events last year are currently considering ordinances that mandate the use of metal roofing.

Smart builders and contractors aren’t waiting for potential regulations to hit. Many are working to fortify their homes against extreme weather events by incorporating materials like metal roofing that are inflammable, will not rot, and offer greater protection against hurricane-force winds, hail damage, flying debris and heavy precipitation. For the Metal Roofing Alliance’s part, we’re working hard to give metal roofing manufacturers and contractors the resources and support they need. That includes a new website launching this month, designed to better equip the industry in helping meet future demand.

More than ever, 2018 will be a time when the building and construction industry adopts new and better practices that help address the significant challenges that can strike in regions and during seasons we never imagined possible. For metal roofing, that means it’s also our time to shine.

Renee Ramey is the executive director of the Metal Roofing Alliance (MRA), where she is responsible for the daily management of MRA's ongoing marketing programs aimed at increasing metal roofing's residential market share. Ramey brings more than 20 years of marketing and management experience to MRA.