For the Residential Metal Roofing Industry, Five Questions Loom Large In 2023

by Paul Deffenbaugh | 1 January 2023 12:00 am

In many ways, the residential metal roofing industry in the U.S. and Canada is a bright spot. We’re seeing strong growth even in uncertain times. According to the latest Dodge Report, the share of residential metal roofing in the United States has risen from 12% in 2019 to 17% in 2021. The report shows the roofing market has grown overall, and metal is getting a bigger percentage of that share.

Yet the numbers don’t always tell the full story. That’s why as the industry’s leading trade organization, the Metal Roofing Association (MRA) and our members are constantly asking ourselves the tough questions, including:

Q: In what ways will the metal roofing industry be different from years prior? How will current economic conditions and events influence the industry?

All research points to a slow-down in the overall roofing market in the U.S. and Canada, driven by higher interest rates, supply issues and increased transportation costs. However, consumer awareness of metal roofing is on the rise, and we expect to see the market share for quality metal roofing continue to grow.

Q: What has the metal roofing industry done well that has allowed it to continue to grow? Where is there still room for improvement?

Driving consumer awareness of quality metal roofing and its benefits is key to growth. Metal roofing has historically been used in other countries but is still somewhat of an emerging market in the U.S. and Canada. That means we must constantly prove value over more entrenched players, such as asphalt. At MRA, we work hard to dispel the myths about metal roofing, showcasing how quality metal roofing’s reliability and performance is far superior. We highlight the wide variety of beautiful metal roofing styles available to complement any architectural style. Education is key to helping homeowners understand the many benefits of metal and foster industry growth.

Q: More U.S. and Canadian homeowners are obviously interested in metal roofing. How can the industry make it easier for them to choose metal?

Helping homeowners understand available financing options is important in the decision-making process. Breaking down the cost of a quality metal roof into monthly payments and showcasing how the cost stacks up as compared to other purchases (such as cars, appliances, club memberships, and other home improvement projects) will help homeowners realize that a metal roof is not as big of a hit financially as they may think.

For homeowners to make an investment of this size, the cost/benefit case must be made crystal clear. MRA publishes a comprehensive Buyer’s Guide, designed to walk them through each step of the process and why quality metal roofing is the best choice.

Q: For the most successful residential metal roofing players (manufacturers, installers), what are they doing right and what are some of the biggest lessons/keys to their success?

Great customer service is always important, especially when dealing in products that are consumer-facing, such as residential metal roofing. Quality is also key. Quality products and quality installation not only make a positive impression, but also generate positive word-of-mouth. Finally, taking time to relate to your audience, understand them, interact with them, will make for a better experience for all involved.

Q: What messages resonate with homeowners? What factors convince them to make an investment in metal roofing over other types?

MRA has found the most impactful messages are those that speak to outstanding performance in extreme weather (durability, protection), the benefits as compared to other roofing materials (energy savings, solar, ease of maintenance), and the architectural freedom metal can provide (beauty, styles that mimic all types of roofing).

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Renee Ramey is the executive director of the Metal Roofing Alliance, 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.

Source URL: https://www.metalconstructionnews.com/articles/for-the-residential-metal-roofing-industry-five-questions-loom-large-in-2023/

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