It’s an understatement to say 2020 was a year like no other, one that not only tested the resiliency of families and communities throughout the globe, but the resiliency of the industry and market.
So how did the rollercoaster-like conditions of 2020 affect the metal roofing industry and more importantly, how has it changed the landscape of what lies ahead? This past year revealed truths and trends that may continue to impact the industry in both positive and negative ways for the foreseeable future, including:
• Home Havens: The sanctity of home has become paramount, with families spending more time at home than ever. This has led to increases in home improvement budgets and projects, and interest in investing in quality upgrades designed to last. It’s a trend that bodes well for metal roofing, with homeowners tending to favor better performance and reliability. And it’s not just the pandemic driving this desire: unprecedented hurricane and wildfire seasons of the past year are motivating homeowners to opt for more durable, protective materials designed to increase the resiliency of their homes, like quality metal roofing that carry exceptional warranties.
• Urban Flight: Working remotely from home is now a reality for millions, causing some homeowners to transition away from major urban centers tied to central offices and international airports in favor of small towns and rural areas. That includes choosing to live near wilderness interface regions, which often require greater protection from harsh climate conditions and dangers like wildfire. As homeowners settle in these areas, they must adjust by using long-lasting and low-maintenance materials designed to hold up under extremes.
• Shifting Workplaces: Sadly, the pandemic has displaced many in the workforce, but it also has opened up new possibilities. For the construction industry, commercial real estate may slow as the demand for office space softens, while the housing industry remains hot. Skilled tradespeople are in high demand and the opportunity to make a solid living wage in industries like residential metal roofing is perhaps greater than it has ever been. And given the rising costs of traditional universities, the changing nature of remote learning and the job market, many young people are discovering opportunities in the trades, giving them the freedom, flexibility and chance to build their own business—benefits that are especially appealing in today’s uncertain market.
• Forever Homes: Historically low interest rates have sparked a flurry of home sales in many parts of the country. For homeowners who have found their forever home, their focus will now be on investing in long-lasting improvements and renovations. It is yet another reason why the demand for experienced skilled tradespeople, like metal roofing installers who service the residential repair and remodeling market, will remain high.
• Online All the Time: Social distancing has changed how we interact, and that trend is here to stay for the foreseeable future. Contractors and installers who proactively set up online systems, safety measures and processes to make it easy for homeowners will continue to have an advantage, even in a post- COVID world.
If 2020 showed us anything, it is that no matter what the predictions or forecasts, it is in all of our best interests to advocate, educate, train and promote the industry through steady, collective and cohesive efforts. Even in the face of unpredictable circumstances, the more we work to overcome challenges together, the stronger and more resilient the industry will be in 2021 and beyond.
Renee Ramey is the executive director of the Metal Roofing Alliance (MRA), where she is responsible for the daily management of the 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.
