by Brooke Smith | 27 February 2024 7:00 am
Looking forward to 2024, the opportunity for the residential metal roofing industry can be summed up in one word: strong. According to the most recent Dodge Report, which has tracked industry data growth annually since 1998, U.S. metal roofing demand for residential reroofing jumped to a record-high 18 percent in 2022, up by 6 percent in just three years.
Metal roofing is beginning to eat away at asphalt roofing’s historically dominant share of the U.S. market. Concerns over asphalt’s inability to last or hold up under extreme conditions, and serious environmental repercussions—including the tremendous amount of landfill waste and the air pollution caused by asphalt—are driving homeowners to look for better roofing options.
American and Canadian homeowners are beginning to understand that quality metal roofing delivers improved performance, reliability, and resiliency. Even though a metal roof may be a bigger upfront investment, more homeowners are willing to pay for these added benefits thanks to the educational efforts and information available through credible organizations such as the Metal Roofing Alliance (MRA). Homeowners who choose metal appreciate the long-term advantages of saving energy, reducing ongoing maintenance, and not having to replace their roofs as often. For the construction industry, that leads to happier, more satisfied long-term customers.
For these reasons, metal roofing is now the second most popular type of roofing material. However, the increased attention on metal roofing’s advantages also comes with a cautionary tale. Now more than ever the residential metal roofing industry needs to determine how best to define, uphold, and maintain quality standards.
Quality is king
At the MRA, “quality” is a priority focus. To help put guardrails around the idea of what a quality residential metal roof truly means, MRA members commit to supporting and promoting the industry’s rigorous standards that are based on well-documented specifications, verifiable testing protocol, and third-party research.
The culmination of these industry standards, testing, and research are documented in the Metal Construction Association’s (MCA) roofing specifications. To help raise the standards to strengthen metal roofing, for example, MCA has recommended a testing method—American National Standards Institute (ANSI) metal test standard—to evaluate wind load resistance of flashing to be installed at the roof perimeter and roof plan transitions of metal roofing systems. This test method is intended to determine the capacity of flashings to withstand anticipated wind loads, which is especially essential for performance in regions prone to severe storms and hurricane force winds.
Why establish these quality benchmarks, tests, and standards? Like many others in the construction business, the metal roofing industry is ripe for growth; however, success hinges on manufacturers and tradespeople who are dedicated to setting and maintaining certain standards. These industry leaders understand that delivering on the promise of quality can directly impact the bottom line, and ultimately the reputation and future growth of their industry overall.
MRA members help the residential metal roofing industry grow and thrive by strengthening its credibility and reputation through a commitment to quality standards. Quality is defined in the details, such as how to select the right metal substrate, gauge, and appropriate coatings, which are key to reliability and longevity. From the underlayment selected, to the components and accessories used to deliver on performance expectations and warranties, the MRA works together with organizations like the MCA to educate both the trade and consumers, so they understand what it takes to ensure a metal roofing job is done right.
This is important because an unhappy client stuck with an inferior roof that does not perform as anticipated can result in expensive call-backs, bad reviews, and negative word of mouth that can hurt and even destroy a business. Using subpar products that are not designed for or manufactured to these defined quality standards could mean a shorter lifespan for a roof, as well as unforeseen complications, hassles, and even the threat of liabilities and lawsuits. Ultimately, poor quality can tarnish an entire industry.
Installation is important
Installation is a big part of that quality message. After all, contractors can choose the best material in the world, but if it is installed shoddily or improperly, it is all for naught. That is a challenge because the installation process for a quality metal roofing job is more specialized and requires a higher skill set than installing conventional shingles, but there are plenty of good ways to receive training and education.
MRA members recommend those interested in joining the metal roofing industry reach out to contractors and reputable metal roofing manufacturers to learn proper installation techniques and gain knowledge for how to get started in the field. Many manufacturers offer free seminars and classes. Information and training also are available through organizations such as the MCA. Additionally, the National Roofing Contractors Association (NRCA) offers a PROCertification program for continuing education and skills development.
Leaning on professional organizations such as the MRA for assistance in driving awareness in the local market, providing information homeowners need to make well-informed decisions, and lending third-party validation can help those in the metal roofing business strengthen their reputations as well.
For the industry to remain healthy and robust in 2024, the MRA’s goal is to continue to drive home the many benefits that come from choosing a quality residential metal roof among homeowners. But it takes everyone, working together, to ensure the industry can realize future opportunities and solidify its competitive advantages by defining and setting quality standards. It may take some time and effort, but the end results are always worth it.
With more than 25 years of experience in the metals industry, Renee Ramey is the executive director of the Metal Roofing Alliance (MRA). In her role, she is responsible for the daily management of the MRA’s ongoing North American marketing program designed to increase metal roofing’s residential market share.
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