Tag Archives: mra

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.

Earth Day Tools for Metal Roofing Contractors

Earth Day is a great opportunity for contractors to remind consumers about the many eco-benefits of metal roofing.   The Metal Roofing Alliance has developed a new consumer-friendly blog post and graphic that contractors are encouraged to use to make the most of this well-known annual celebration.

You can grab the following graphic for posting to your Facebook, Twitter and other social media networks:

Celebrate Earth Day Every Day

You can also link to this new blog post by the non-profit Metal Roofing Alliance:  http://blog.metalroofing.com/2016/04/20/celebrate-earth-day-every-day-with-a-metal-roof/

Be sure to follow the MRA for ongoing new content ideas and materials to share with your customers!  Click below to visit our social media networks.

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Tax Credit Marketing Resources for MRA members

The new $500 Tax credit for metal roofing installations creates a great opportunity to expand metal’s residential market share.  And that’s what the Metal Roofing Alliance is all about!  To help our members to take advantage of this new program, the MRA recently launched several new tools on our website.  

Tax Credit

The biggest change you’ll notice is that the tax credit message is prominently featured on the MRA’s website homepage.  We want all the homeowners who visit our site to immediately see this information, and encourage our members to make similar changes to their residential websites.  To make that easier, we’ve created a graphic for use by MRA member manufacturers and contractors.   You can find several sizes of the graphic below by logging into your member dashboard.  

$500 Tax Credit

Feel free to download and use this graphic on your website, printed materials and in social media efforts.  It’s important that we continue to focus on the quality, investment grade roofing message, and this graphic does just that.

The MRA website has a tax credit section that we’ll be directing homeowners to visit to find all the information they need about the program.  It includes links to MRA members’ Manufacturer Certification Statements.  Our web team will keep this list up to date as new statements are posted.  Please email support@metalroofing.com with any new links.

The MRA’s public relations team has  created a template press release about the tax credit that our members can customize and use to promote the tax credit.  It includes a space to include product-specific information as well as your contact details.  Feel free to share it with your MRA member contractors, too.  You’ll find the Word and Google Doc versions of the release on your member dashboard.

Any questions about how to make the most of the $500 tax credit?  Contact the MRA public relations team (jean@metalroofing or marybeth@metalroofing)– they’re heading up our tax credit communications effort.  

MRA’s Executive Director Speaking at Several Industry Events

Bill Hippard, executive director of the Metal Roofing Alliance (MRA), leads the organization’s mission to increase metal roofing’s residential market share.  Appointed executive director in 2015, Bill has more than 45 years of experience working in metal industry, and uses that knowledge to direct its marketing efforts and expand MRA’s membership base.  He’s also a frequent guest speaker at industry conferences.

Bill Hippard MRA Executive Director

Since MRA was launched in 1998, the market share for residential roofing has more than doubled.  In fact, the MRA website, www.metalroofing.com has helped to generate $2 billion in residential roofing sales.   To date, MRA members have invested over $28 million to grow the residential metal roofing market.

“MRA is the only consumer-focused marketing organization in the metal industry,” explains Dick Bus, MRA’s president.  “Growing our membership helps us to grow the market share.  It’s really that simple – the more members we have, the more we can invest in our national consumer outreach campaign. We believe all companies that work in the metal industry can play a role in building this untapped residential market by joining the MRA.”

To that end, Bill recently made a presentation titled, “The Business Opportunity In Residential Metal Roofing.” at the National Frame Builders Association (NFBA) Frame Building Expo in Indianapolis, IN.  The NFBA represents the interests of builders, manufacturers, suppliers, distributors, and code and design professionals serving the U.S. post-frame construction industry.  Approximately 80 conference professionals attended the presentation, including manufacturers and contractors to learn about the MRA program.

Hippard has also been invited to present to attendees at the upcoming National Coil Coaters Association (NCCA) annual meeting being held in Orlando, Florida.   The theme of the NCCA  meeting is “The Changing Climate:  Business, Political, Environmental & Social.”  His presentation will outline how metal roofing is the ideal way to grow every coil coater’s bottom line in this eco-conscious consumer marketplace.  Bill’s presentation will be held on Wednesday, April 20th.  To learn more about the NCCA annual meeting or to register, visit: http://www.ncaa.org/about/resources/events/convention