2018 Roofing Contractor Marketing Tips

A Realistic, Step-by-Step Guide to Online Lead Generation

Get Your [Online] House in Order

Homeowners today do a lot of their research online. What used to be “word of mouth” still is, but without actually talking to people. Now it’s often done through reviews, social media and discussion groups.

That means that when someone is looking for a new roof, they’re going to end up on your website or Facebook page. Make sure both of those show off your company and the great people who work there. Here are some areas to focus on.

Testimonials And Reviews:

Also ask your happy customers to provide reviews on Facebook, Yelp and other review sites. There are tools like BirdEye.com which can help automate this process allowing you to stay focused on quality installations. Read More.

Handling The Holidays

This time of year doesn’t have to be a loss for your business. Make sure to follow these five tips for maximizing your business during the holiday season.

Set More Daytime Appointments

With the holiday season nearing, more homeowners are at their homes during the day and not at work. This makes it easier for you to meet with them during the day. Now is a great time to reach out to old leads that you may not have heard from or spoken to in the past 8-12 months, or those that were never able to meet during the day. See if they can set up appointments a week before Christmas through New Year’s.

Team Training

While it’s true that business may slow down during the holidays, your team should not. Keep your crew busy with the latest in training and continuing education courses. The easiest way to do so is right here. The leaders of the Metal Roofing Alliance created and launched the MRA Online University, a one-stop on-demand portal for contractors and manufacturers to learn many aspects of the metal roofing business. Best of all, it’s included as a benefit for all MRA members-free of charge.

Marketing Planning

Map out your marketing plan for the coming year by reviewing what you did the past year, what drove the most leads, and what ultimately provided the greatest return on ad spend. If you don’t have those stats, then this is also a good time to map out how you can put those measurements in place for 2018. Even if you don’t have the hard numbers, you should have a sense of what drove the most business for you.

Equipment Maintenance and Adding New Equipment

Be proactive with your equipment and building maintenance. As they say, “an ounce of prevention is worth a pound of cure.” There is no better time than the slow winter months to make sure vehicles, tools, inventory and buildings are in top shape. When that sun comes out, it’s time to get on the roof.

In addition to a full performance check on the equipment your team already has, winter is a great time to research and purchase new roofing tools. There are other tools besides your shears and screw gun. How about getting a nice DSLR (digital single-lens reflex) camera and learning how to shoot semi-professional project shots? There are plenty of walkthroughs and tutorials on the internet that can help you expertly capture your work for social media and marketing.

Go After Referral Business

Put your crew to work going out and doing routine inspections and maintenance of past customers homes, making sure to let the neighborhood know they are there. Company truck, yard signs and fliers to canvas the surrounding homes are great ways to do this. Let the neighborhood know about the metal roof your company installed, but that you also check in to ensure your customers are happy and beyond satisfied with their roof. If you get permission from the homeowner, you could even include the home in your marketing materials.


Metal Roofing Alliance Members Awarded Prestigious Triumph Awards, Land Top Industry Honors At METALCON

December 14, 2017

PORTLAND, Ore. —The Metal Roofing Alliance (MRA) announced that three of its member organizations were awarded top honors at 2017 METALCON, the largest international event dedicated to metal construction industry.

Metal Roofing Alliance members received a total of six Triumph Awards honoring “metal industry professionals whose accomplishment demonstrate outstanding commitment to advancing the metal construction and building industries.”


ATAS​ ​International​ ​based​ ​in​ ​Allentown,​ ​Pa.​ ​Winner​ ​of​ ​three​ ​Triumph​ ​Awards

TRIUMPH AWARD WINNER FOR INDUSTRY CHAMPION OF THE YEAR: Dick Bus, President of ATAS International and Vice President of BRIGHTSMITH Coaters
Throughout his long career in the metal industry, Bus has helped further the use of metal in commercial and residential construction. He serves as president of the Metal Roofing Alliance and ATAS International was one of the first members of the MRA. Bus also has been very involved in the Metal Construction Association over the past 20 years, and is a past president of the organization. He has represented the metal industry on the National Roofing Contractors Association’s Industry Advisory Board and supported a wide variety of industry associations, including CSI, AIA, USGBC, RCI, SARA, SCIP, MBCEA, among others.

ATAS International is committed to bettering the world through involvement and dedication to several causes and charities, including but not limited to: helping provide food and clothing for the needy; supporting education programs, youth sports and activities and the arts; participating in community clean up events, blood drives and much more. The company and its employees continually participate in and support a wide variety of charitable events throughout the year, in both ATAS’s local community and beyond.

Kroeter, CSI, CDT, LEED Green Associate, MCA Certified Installer, is an Architectural Product Representative for ATAS International. During his career, Kroeter has been honored with multiple awards for superior skills in his consultative approach to assisting architects, contractors and owners.

Drexel​ ​Metals​ ​based​ ​in​ ​Louisville,​ ​Ky​.​ ​Winner​ ​of​ ​two​ ​Triumph​ ​Awards

Drexel Metals has made a major commitment to community involvement, including helping inner city kids of Louisville. The company has assisted several charitable organizations, including donating roofing materials to Amazing Grace Ministries in South Jersey, an organization that provides homes for veterans, and supporting women’s shelters, Ronald McDonald House charities and Habitat for Humanity projects. Drexel recently became a B-Corp, using the power of business to help solve social and environmental projects.

With more than 25 years of experience, Drexel’s Director of Sales Ken McLauchlan​ ​has vast​ ​experience as an installer, project, and operations manager in the architectural sheet metal industry. He is a recognized sales leader and expert in the portable onsite roll forming process, sheet metal fabrication process, shop layout and equipment procurement.

Metal​ ​Roof​ ​Specialties,​ ​Inc.​ ​based​ ​in​ ​Tacoma,​ ​Wash.​ ​Winner​ ​of​ ​one​ ​Triumph​ ​Award

As Vice President of Metal Roof Specialties, Iselin is rapidly building her legacy as a young leader in the industry. While promoting the benefits of metal through education and involvement, she also focuses on community service, including serving on the board for Rebuilding Together South Sound. Iselin has been recognized by the Girl Scouts as a “Woman of Distinction” and was named as a Pierce County “Forty under Forty” business leader.

Residential Metal Market Share Jumps to 14% in North America

New Data from the Metal Roofing Alliance

As consumer demand for sustainable building products continues to grow, the Metal Roofing Alliance  reports another market share gain for metal in the residential retrofit market. New independent research conducted by Dodge Data & Analytics on behalf of the MRA shows the total market share of metal roofing gained another 3 points in 2016, growing from 11% market share in 2015 to 14% in 2016.  Between 2015 and 2016, the total demand for metal roofing increased from 17.7 million squares to 19.4 million squares.  Metal roofing is second only to asphalt shingle roofing in the remodeling market.  

In 1998, when the Metal Roofing Alliance (MRA) began educating homeowners with a national consumer awareness campaign, metal roofing market share was just 3.7% of the consumer re-roofing market.  “MRA members’ commitment to growing the industry through ongoing focus and effort has clearly made a big difference.  This latest surge brings us closer to hitting our goal of having metal comprise 20% of the residential roofing market by 2020,” states MRA President Dick Bus.   “We believe our success in growing the residential market can be attributed to our consistent effort to educate both homeowners and roofing contractors about the many benefits of residential metal roofing.”

Survey Data

Dodge Data & Analytics performed an analysis designed to estimate the size of the U.S. new construction and repair and remodeling markets for metal roofing.  The study reviewed a variety of metal roofing products, including: vertical ribbed panels, shingles, shakes, copper, tiles and slate panels.  The study examined metal roofing activity across nine U.S. Census regions.  Key findings include:

  • The metal roofing market share in the remodeling market has increased in six of the nine Census regions, with gains ranging between 2 to 9 points.  The Pacific, East South Central and Mid Atlantic regions show advances in metal roofing greater than 6 points.
  • The region with the largest market share is the East South Central region (Alabama, Kentucky, Mississippi, Tennessee) with 30% of homes being re-roofed with metal.
  • In the New England region (Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont and New England) data reveals that metal roofing increased 3 points to 12% market share.
  • The East North Central region (Illinois, Indiana, Michigan, Ohio, Wisconsin), data shows metal roofing increasing 4 points to 13% market share.
  • Asphalt had a 64% market share in 2015 and it is now just 59% in 2016.
  • Twenty-nine percent of homeowners reported that they selected metal roofing because it was attractive, while 20% reported metal roofing to be a good investment that added value to their homes.  Longevity (18%) and strength and protection (17%) were also attributes cited for choosing metal.
  • Standing seam metal roofing is most popular in the East South Central (Alabama, Kentucky, Mississippi, Tennessee) at 96%.  In the Pacific region (California, Oregon, Washington), and the Mountain region (Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming), shingle shake tile is the most popular metal roof choice for homes.

“Membership commitment to the MRA has been instrumental to our success.  We invite more manufacturers to join us and enjoy the growth our efforts have produced.  To think that we have areas in the U.S. that now boast 30% metal re-roof market share is very exciting and tells us that what we’re doing is working,” states Renee Ramey, Executive Director of the MRA.

The Metal Roofing Alliance is a nonprofit association dedicated to educating consumers and roofing contractors to the many benefits of residential metal roofing.  For more information, please visit www.metalroofing.com.