If you’re reading this, there’s a good chance you are already sold on the merits of metal roofing. But how do you sell it to homeowners who may be wary of exploring metal simply due to their unfamiliarity with the product?
Provide accurate information on successful metal roof conversions
Asphalt shingles are not going away; they cover four out of five homes in the United States. But, more than one global market research report this year has projected significant continued growth in the metal roofing market for the next five-plus years. And, home improvement trends like lower maintenance and energy efficiency lend themselves to metal roofing in a way that creates more opportunity than ever for installers to convert homeowners to this fantastic option.
So, how do you convert a homeowner who has only ever had asphalt shingles over to metal roofing? By correcting misinformation that causes homeowners to be hesitant, then communicating the benefits of metal as the solution to the issues they care about most. Research and communication are going to be the drivers.
Correct Misinformation
Misinformation about metal roofing is common and the first step to a successful metal roof conversion is to provide accurate information that addresses homeowner fears. Two of the biggest misconceptions regarding metal roofs are: they are loud and dangerous (mostly concerning potential lightning strikes). Typically, a metal roof is no louder than a traditional shingle roof. Explain that residential metal roofs are fastened to the roof deck, not open rafters, and are able to be applied over multiple layers of old asphalt shingles so the sound insulation could reduce the noise to potentially even less than other forms of roofing.
With respect to lightning, the Metal Construction Association (MCA) has several technical bulletins outlining research that metal roofs are no more likely to be struck by lightning than other types of roofing. Look for research from industry groups and consumer-focused agencies to help build trust.
Sell Long-term ROI
Both the materials and installation of metal roofs tend to be more expensive than traditional asphalt shingles and can give unfamiliar homeowners sticker shock if they are not properly prepared. Sell metal’s long-term return on investment by focusing on three core values:
Longevity. The Metal Roofing Alliance (MRA) says metal roofs typically last two to three times longer than a traditional asphalt roof. Major home insurer State Farm has estimated the life of a metal roof at 40 to 70 years, depending on the material, compared to their estimation of 12 to 20 years for traditional asphalt roofing materials.
Durability. Metal roofs are some of the most resilient roofing options when it comes to hail. Many are rated Class 4 for Impact Resistance by UL and, according to MRA, the Insurance Institute for Business & Home Safety (IBHS) acknowledged that all roof types can sustain some cosmetic damage depending on hailstorm severity, but “metal roofing performed best and was much less likely to puncture as compared to asphalt, withstanding even golf ball-sized hail stones without compromising performance.”
Safety. Metal shingles are often rated to withstand winds of over 100 miles per hour. And the innate fire-resistant quality and fire resistance ratings of metal make it an attractive roofing choice for homeowners in areas threatened by wildfires.
Time and Money
After demonstrating the long-term value of metal roofing, deliver the one-two punch by pitching the material’s superior energy efficiency. State Farm estimates metal roofs can reduce cooling costs by 10 to 25 percent, which can translate to significant savings for the homeowner. And there are reduced heating costs associated with metal roofing as well—MRA reports metal roofs provide excellent insulation in the winter, estimating they could save up to 40 percent in energy costs for a home during the year. And MCA research shows metal roofs are particularly well-suited for snowy areas “because of their superior response and tolerance to many of the characteristics of these environments.”
Finalize the conversion to metal by showing homeowners the exceptionally beautiful metal roofing options available on the market. Like all sales, metal conversions should focus on how making the change will benefit the homeowner’s life. So, don’t be afraid to do your research. Then, put some effort into clearly communicating the benefits of metal roofing in a way that directly correlates to dollars saved and improved quality of life for the homeowner.
Melissa Dunson is a journalist and senior communications associate at TAMKO Building Products, Joplin, Mo. To learn more, visit www.tamko.com.
