Roofing Contractor February 2012

FEBRUARY 2012

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Legoland

Putting it All Together

THE

Springer-Peterson Roofing & Sheet Metal

Official

PUBLICATION of the International Roofing Expo www.roofingcontractor.com

> Also Inside:

State of the Industry Report Sponsored by GAF

Most Effective Algae Solution

Algae Resistant Roofing System

Roof with the Scotchgard™ AR System.

Roof without the Scotchgard™ AR System.

©3M 2011. All rights reserved.

™

Scotchgard Algae Resistant Roofing System. Available Coast-to-Coast. The Scotchgard Roofing System utilizes 3M copper roofing granules as the technical solution to the roof algae problem and is the only algae resistant roofing system effective enough to earn the Scotchgard name. The Scotchgard Roofing System enables a roof to retain its natural beauty and performance. No other AR system warrants against roof algae longer than the Scotchgard Roofing System.

The Scotchgard Difference. The Scotchgard logo on quality shingle brands is assurance that the shingle possesses optimal long term algae and stain resistance. Scotchgard provides a wide range of standard, proprietary and custom blend granule colors which allows nearly unlimited design options to reflect current trends or create total exterior color schemes. Better granules do make better shingles. That’s why quality shingle manufacturers choose roofing granules from 3M.

3M ROCKS.

www.scotchgard.com/roofinggranules

Check out Roofing Contractor’s

DIGITAL E

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ontractor.com Web Exclusives at www.RoofingC For the Digital Tool Belt: The Hydrotech Hydrology Tool

FEATURES 40 Building Homes and Hope in Haiti . . . . . . . . . . . 46 Project Profile: Spaceport America . . . . . . . . . . . 56 National Footprint . . . . . . . . . . . . . . . . . . . . . . . 64 State of the Industry Survey . . . . . . . . . . . . . . . . 72 State of the Industry Report . . . . . . . . . . . . . . . . 80 Contractor Profile . . . . . . . . . . . . . . . . . . . . . . .113

Volume 32, Number 2

CONTENTS

Putting it All Together at Legoland . . . . . . . . . . . .

80

ABOUT THE COVER Springer-Peterson Roofing FEBRUARY 2012

COLUMNS

& Sheet Metal employees involved in the LEGOLAND

6 Measuring Up by Monroe Porter . . . . . . . . . . . . . . . . . . . . . . 20 Legally Speaking by Richard D. Alaniz . . . . . . . . . . . . . . . . . . 24 Sustainable Roofing by Dr. Jim Hoff . . . . . . . . . . . . . . . . . . . . 30 Zero to Hero by Ken Kelly . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Leadership Selling by Rick Davis. . . . . . . . . . . . . . . . . . . . . . . 36 Guest Column by Diane Helbig . . . . . . . . . . . . . . . . . . . . . . . 38

Florida project included (front

Editor’s Note by Rick Damato . . . . . . . . . . . . . . . . . . . . . . . . . . .

DEPARTMENTS

8 New Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Focus on Ventilation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 Product & Literature Showcase . . . . . . . . . . . . . . . . . . . . . . 105 Classifieds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108 Advertiser Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 Industry News. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

twitter.com/roofcontr

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RoofingContractor February 2012

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row) Jared Contat, Daniel

Legoland

Putting it All Together Springer-Peterson Roofing & Sheet Metal

Boatwright, (back row) Greg

THE

Farris, Diana King, and Eric

Official

PUBLICATION of the International Roofing Expo

www.roofingcontractor.com

> Also Inside:

State of the Industry Report Sponsored by GAF

Wanner. Photo courtesy of Springer-Peterson.

2012 International Roofing Expo Exhibits & Conference February 22-24, 2012 Orange County Convention Center Orlando, Florida www.TheRoofingExpo.com

Western States Roofing Contractors Association (WSRCA) 38th Annual Convention and Trade Show Western Roofing Expo 2012 June 24-27, 2012 Paris Las Vegas Hotel, Las Vegas, Nevada www.wsrca.com

EDITOR’SNOTE Grounds for Optimism

W

hile it is not routine for me to use this space to tell you about other editorial features in the magazine, I just cannot contain my enthusiasm over our annual State of the Industry Report. The process of preparing this report began months ago and involved many folks, not only from the Roofing Contractor staff, but a number of other roofing industry professionals. The team at BNP Market Research conducted and tabulated the survey of roofing contractors that formed the basis of the report, which you will find on page 72 of this issue. Roofing contractors are, by their nature, optimistic entrepreneurs. If not, they would not be in this business. But it was very encouraging to see that roofing contractors largely believe that the business in 2012 will improve, at least as far as sales go. The recession that has officially been over for nearly three years is being followed by such a long and slow recovery that finding optimism has been tough. Guess I just love good news, even if it is in the form of an opinion. And a majority of the roofing contractors we surveyed anticipate a year-over-year increase in sales in 2012. The survey was not all sweetness and light. Roofing contractors are expecting a good number of challenges in the coming year. There are recurring issues such as attracting work and lowball pricing. This year, however, there is more than the average amount of concern among contractors about government regulations. Indeed, we should all be concerned. Not only are we dealing with enhanced workplace safety rules — we seem to be dealing with enhanced enforcement of those rules. Many roofing contractors feel they are being targeted by the federal government and are moving forward with caution. I am no fan of government regulation, but hope that industry interests and government’s desire to change things will come together this year to bring about rules that make sense for workers and consumers alike. One challenge that you may call optimistic or pessimistic, depending on your own take, is qualified labor. Over the course of the recession and slow recovery we have not been hearing a lot of noise about labor. The idea of immigration reform, which everyone seems to agree we need while not agreeing how to accomplish it, is still on the horizon. With an election on the way I do not believe it will happen anytime soon. When the work starts coming back in at a good pace, labor may quickly move to topic “A.” If the most optimistic forecasts come true, competing for work and pricing may fall back on your to-do list in favor of finding the troops you need to get work done. It is my fondest desire that many of you roofing contractors will be challenged this way in 2012. Chris King has done a remarkable job delivering a concise report on where we find ourselves in the roofing industry at the leading edge of 2012. I highly recommend you read the report to find out why I am so excited.

For subscription Information/Questions, Call: 847.763.9534 A Publication Of BNP Media 2401 W. Big Beaver, Suite 700, Troy, MI 48084 Phone: 248.362.3700 Fax: 248.362.5103 Web site: www.roofingcontractor.com

Publisher Jill Bloom 313.570.7157 [email protected]

Editorial Editorial Director . . . . . . . . . . . . . . . . . Rick Damato 770.246.3448 [email protected] Editor . . . . . . . . . . . . . . . . . . . . . . . . . . . . Chris King 248.244.6497 [email protected] Associate Editor . . . . . . . . . . . . . Stephanie Fujiwara 248.786.1620 . . . . . . . . . . [email protected] Senior Art Director. . . . . . . . . . . . . . . . Scott Hilling 248.244.1276 [email protected]

Sales Sales Manager/Publisher. . . . . . . . . . . . . Jill Bloom 248.244.6253 [email protected] West and Southeast Sales Manager . . Marcia L. Wright 925.600.8571 [email protected] Northeast Sales Manager . . . . . . . . . . . . . . . Liz Obloy 248.244.6423 [email protected] Classified Advertising . . . . . . . . . . Karen McConnell 248.244.1738 [email protected]

Production Production Manager . . . . . . . . . . . . . Jennifer Nagel 248.619.6471. . . . . . . . . . . . . . . [email protected]

Circulation For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail [email protected]

Audience Development Specialist . . . . . . Christina Roth Single Copy Sales . . . . . . . . . . . . . . . . . . . Ann Kalb 248.244.6499 [email protected]

Marketing Reprints . . . . . . . . . . . . . . . . . . . . . . . . Kristina Lorio 248.786.1579 [email protected] Marketing Manager . . . . . . . . . . . . . . . Paul Dykstra 248.786. 1677 [email protected]

List Rental POSTAL AND EMAIL CONTACTS: Kevin Collopy Sr. Account Manager Phone: 845-731-2684 Toll Free: 800-223-2194, ext. 684 Email: [email protected]

Shawn Miller Account Manager Phone: 845-731-3828 Email: [email protected]

Corporate Directors Publishing: John R. Schrei Corporate Strategy: Rita M. Foumia Information Technology: Scott Krywko Production: Vincent M. Miconi Finance: Lisa L. Paulus Creative: Michael T. Powell Directories: Nikki Smith Human Resources: Marlene J. Witthoft Events: Scott Wolters Clear Seas Research: Beth A. Surowiec BNP Media Helps People Succeed in Business with Superior Information

Rick Damato Editorial Director [email protected] P.S. — If you are interested in a copy of the entire State of the Industry survey, please contact Andrea Littles of BNP Market Research at [email protected].

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RoofingContractor February 2012

ROOFING CONTRACTOR (ISSN 1098-1519) Volume 32, Issue 2 is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2012, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: ROOFING CONTRACTOR, P.O. Box 2149, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to ROOFING CONTRACTOR, P.O. Box 2149, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

Lee Franciscus, CEO, Franciscus Inc.

A roofer’s name is only as good as his materials. That’s why Franciscus Incorporated, a nationally recognized contractor operating in Ohio, is sold on Novaflex ® metal roof sealants. “Novaflex is better on metal-to-metal and metalto-masonry than other sealants,” said founder and CEO Lee Franciscus. “Better on Kynar ®, too. Ever since we first tried it, it’s been our number one choice.” Novaflex provides superior flexibility and adhesion to metal, coated metals, wood, masonry, PVC and most Lee Franciscus, CEO common construction materials. It extrudes down to 0˚F, becoming tack-free in 10 minutes and completely cured in up to two days. “And clean up is so much easier than when we used the competition,” said Lee. But it’s performance over time that counts, because nothing cuts into profit like callbacks. “Since we’ve used Novaflex we haven’t had any callbacks,” said Lee. “Novaflex costs the same as the competition, so we’re paying the same price for a much better product.”

Angie Franciscus, CFO

Call 800-380-0138 for a free sample of Novaflex and find out for yourself. Scan here to order a free sample of Novaflex. ®

When you want the seal to last Novagard Solutions ™ 5109 Hamilton Avenue Cleveland, Ohio 44114

Toll Free: 800.380.0138 www.novagard.com

Visit us at the International Roofing Expo in Orlando, Florida, Booth #1672

INDUSTRY NEWS Owens Corning Launches Limited Lifetime Warranty TOLEDO, Ohio — Owens Corning announced that Owens Corning Roofing and Asphalt launched the new System Advantage™ Platinum Limited Lifetime Warranty exclusively available to Owens Corning Roofing Platinum Preferred Contractors. Beginning Feb. 1, 2012, the new Platinum Warranty provides Owens Corning Roofing Platinum Preferred Contractors the ability to offer homeowners limited lifetime workmanship warranty coverage for roofs installed on single family detached homes. This new enhanced offering will replace the Platinum Promise™ Limited Warranty which currently covers workmanship for up to 25 years. “As members of this premiere network, Owens Corning Roofing Platinum Preferred Contractors now have the exclusive ability to offer additional workmanship coverage through an industry-leading Platinum Warranty,” said Sheree Bargabos, president, Owens Corning Roofing and Asphalt. “Because of our continuing commitment to innovation and focus on what homeowners truly value, we have the confidence and ability to offer this enhancement to our warranty program.” “Our Platinum Preferred Contractors have consistently demonstrated high

quality workmanship practices and continue to provide an extraordinary experience for the homeowner,” added Bargabos. “This new warranty offering gives homeowners exceptional value when selecting an Owens Corning Roofing Platinum Preferred Contractor.” For more information, visit www. owenscorning.com.

EDITORIAL ADVISORY BOARD JAY BUTCH CertainTeed Corp.

DUANE CUMMINGS The Sensational Group

JOHN D’ANNUNZIO IRT-Paragon Inc.

JOHN DEROSA JR. IKO Manufacturing

KEN KELLY Kelly Roofing

KEVIN KENNEDY

ATI Adds to Suite of Roof Services

Beacon Exit Planning

STEVE LITTLE

YORK, Pa. — In October 2011, Architectural Testing, Inc. (ATI) introduced a comprehensive list of services to the

KPost Company

BILL MABRY Owens Corning

CHRIS MOONEY GAF Materials Corp.

NEIL ROBINSON TAMKO

roofing industry designed to address the needs of manufacturers, insurance companies, certification agencies, code officials and other interested parties. ATI rounded out their roof services with the addition of fire testing, which

they added to their IAS-accreditation scope earlier in 2011. Other roof services provided by ATI help to determine a product’s resistance to weather, fire, and impact; to establish its structural performance; to measure its acoustical and thermal properties; and to demonstrate its ability to meet the requirements of key jurisdictions, the Cool Roof Rating Council, and Energy Star programs. ATI performs tests and evaluations for all roof-associated products, materials, and systems, including skylights, tubular

Polyglass Celebrates 20 Years in Business in the United States DEERFIELD BEACH, Fla. — Polyglass U.S.A., Inc. is celebrating 20 years of doing business in the United States in 2012. The company plans on celebrating this milestone at the 2012 International Roofing Expo and other events throughout the year. Originating in Italy in the 1960s, one of the founders of Polyglass SpA, Romano Zanchetta, decided to expand into the United States and opened its doors to the first U.S. manufacturing facility in Fernley, Nev. in 1992. Since then, Polyglass has grown to having three U.S. manufacturing facilities servicing North America, has launched innovative products such as its self-adhering membranes with ADESO® Technology, and has grown its product offering beyond modified bitumen membranes with its full line of coatings, mastics and white elastomeric coatings. In 2008, Polyglass was acquired by Mapei Corp. providing an even deeper commitment to continuing to offer innovative building solutions to contractors. “It is exciting to be celebrating 20 years of doing business in the U.S.,” said Polyglass CEO, Natalino Zanchetta. “There are many people that contributed to this achievement and we thank them for their support and business over the past 20 years. I look forward to continuing to provide innovative roofing solutions to contractors.” For more information, visit www.polyglass.com.

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INDUSTRY NEWS daylighting devices (TDDs), solar panels, ridge vents, gutter systems, as well as edge flashing and coping details. To complement its testing capabilities, ATI also provides forensic and engineering services, certification programs and thirdparty follow-up inspections. “Rather than specializing in only one or two tests, we offer all of the desired services necessary to evaluate roof products,” said Chad Buhrman, industry manager, RoofServices, at Architectural Testing. “ATI’s goal is to be the single-source solution for the roofing industry. You can come here and get it all done.” As part of their suite of roof services, ATI provides code evaluation, test plan development, engineering, testing, product evaluation, and certification programs, including Listing and Labeling Services. For more information, visit www. archtest.com.

iPhone (plus, iPod Touch & iPad) and Android users should visit the App Store or Android Market on their phone and search for Roofing 2012. Blackberry and all other web browser-enabled phone users should point your mobile browser to http://m. core-apps.com/ire2012 to be directed to download the proper version of the app for

your particular device, or on some phones, bookmark this page for future reference. The 2012 International Roofing Expo will take place Feb. 22-24, in South Hall A at the Orange County Convention Center in Orlando, Fla. For more information, please visit www.TheRoofingExpo.com/ attendee.

Premeasured. Prefabricated.

IRE Releases New Mobile App DALLAS — International Roofing Expo (IRE), in partnership with Marylandbased Core-Apps, has released a new mobile app available for iPhone, iPad, Android and Blackberry. The new offering gives attendees and exhibitors access to a fully integrated trade show solution that streamlines real-time information including alerts, interactive floor map and networking tools. “The Roofing Expo App is a great tool that will really make your trip to the show even more productive,” said Rick McConnell, president of Hanley Wood Exhibitions, producers of the IRE. “The map feature to navigate the show floor, the calendar option, show alerts and detailed seminar information updates are just a couple of the cool features that will enhance your show experience. Be sure and download as soon as you can.” The Roofing App provides easy-to-use interactive capabilities, featuring a dashboard with real-time info; an interactive floor map; alerts from the show organizer; networking tools to stay connected to colleagues and friends; and Twitter and Facebook integration.

Pre-engineered.

At Duro-Last®, we sweat the details. You get the credit. Each Duro-Last® roofing system is precision-fabricated to perfectly fit the building it’s designed for, right down to the stacks and flashings. Duro-Last works with you every step of the way to make sure your Duro-Last roof is delivered to the job site on spec, with all components included, and up to 85 percent of the seaming completed in our factory. That means you can install faster with less labor, in all kinds of weather, with less chance for callbacks. Best of all, the proven performance of a Duro-Last roofing system will continue to deliver value to your customers for years to come, with significant energy savings, little to no maintenance, and the best warranties in the business. If you want to satisfy your customers and build your business, it’s no sweat. Install the precision-fabricated roofing system: Duro-Last. To find out more, call us or visit www.duro-last.com/top and request our free brochure.

800-248-0280 • www.duro-last.com “Duro-Last” and the “World’s Best Roof” are registered marks owned by Duro-Last Roofing, Inc.

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WHEN MOTHER NATU IT’S IMPORTANT THAT YOU’V Making The Right Choice™ is when you don’t have to choose leave one job and know that it will lead to another. It’s the are new TruDefinition® Duration® Series Shingles stunning a patented new SureNail® Technology for performance. When

BREAKTHROUGH DESIGN A tough, woven engineered reinforcing fabric in the nailing area promotes easy, fast, and consistent gun fastening, and provides superior blow-through and nail-pull resistance. Excellent Adhesive Power Specially formulated, wide adhesive bands help keep shingle layers laminated together.

Triple Layer Protection™* A unique “triple layer” of reinforcement occurs when the fabric overlays the common bond of the shingle laminate layers, offering excellent fastener holding power.

TruDefinition® Duration® Series Shingles Teak

* This illustration depicts Triple Layer Protection and the amount of Triple Layer Protection may vary on a shingle-to-shingle basis. ** TruDefinition Duration STORM Shingles are available in select regions only. Contact your local distributor for regional availability. SureNail Technology U.S. Patent 7,836,654 and other patents pending. WeatherGuard Technology U.S. Patent 6,228,785.

URE’S IN A BAD MOOD— VE MADE THE RIGHT CHOICE™ between beauty and toughness in a shingle. When you confidence that you won’t lose sleep over callbacks. Not only with enhanced color and contrast, they are engineered with every job counts, use TruDefinition® Duration® Series Shingles.

LAYS FLAT The new reinforced nailing strip retains the lay-flat characteristics you have come to expect from Duration® Series products, meaning less potential for shingle deformation and homeowner callbacks.

SUPERIOR ADHESION Our enhanced TruBond® sealant grips tightly to the engineered fabric nailing strip on the shingle below, making it the industry’s first asphalt roofing shingle engineered to deliver 130-MPH wind warranty performance with only four nails.

TruDefinition® Duration STORM™ Shingles** In areas where Mother Nature is at her worst, TruDefinition® Duration STORM™ Shingles are designed to weather the storm. Along with SureNail® Technology, our breakthrough WeatherGuard® Technology helps them to achieve one of the industry’s highest ratings for impact resistance.

IMPACT RESISTANCE The integrated polymeric backing feature of our patented WeatherGuard® Technology helps the TruDefinition® Duration STORM™ Shingle achieve UL 2218, Class 4 for impact resistance.

TruDefinition® Duration STORM™ Shingles Estate Gray

The Right Choice.™ Stop by our booth at the International Roofing Exposition. Call 800-GET-PINK® or go to www.roofing.owenscorning.com.

INDUSTRY NEWS The Dean Company Heads to “The Big Game” CLEARWATER, Fla. — The Dean Company announced that it has been selected as the winner of the 2011 Owens Corning Play-by-Play Promotion Grand Prize — two tickets to The Big Game including airfare and lodging. The Clearwater-based roofing contractor won the sweepstakes after being entered for participating at the maximum level for two of the three Owens Corning Roofing quarterly promotions. The 2011 Owens Corning Roofing & Asphalt Play-by-Play Superbowl™ promotion was designed to incentivize roofing

contractors to take advantage of quarterly promotions to help drive installation of Owens Corning Roofing Essentials Accessories solutions. Throughout 2011, contractors that maxed their Owens Corning Roofing quarterly rebates were given VISA® Prepaid Cards, a 45-inch Pink Panther™ and were entered for a chance to win a ticket package for The Big Game. When asked about their experience working with Owens Corning, Bruce Williams, president of The Dean Company, commented, “It has been great working with the entire Owens Corning team. I frequently visit the Owens Corning PRO-

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Superior p perior Ser Service National Coverage Nation o al Co verage er Single Source gle Sourc Toll Free: (866) 537-6034 Dale Tyler, President [email protected] www.nationalroofingpartners.com

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Connect™ website and I find this to be a fabulous tool that helps me run my business. There is so much information on this site like purchase tracking and my fund usage, warranty information and product information that is easily accessible from my office.” For more information, visit http:// owenscorningrebatecenter.acbcoop.com or www.deanroofco.com.

GAF Offers New Military Discount Program WAYNE, N.J. — As a display of gratitude to the United States military, past and present, GAF announces its “Roofs for Troops” program. Available from Jan. 1 through Dec. 31 of 2012, active military, veterans, and retirees who use a GAF Factory-Certified Contractor can receive a $300 rebate from the manufacturer when they purchase a new GAF Lifetime Roofing System and provide proof of purchase for GAF Lifetime Shingles and at least three qualifying GAF accessories. Details can be found through visiting www.military.com/discounts or

www.gaf.com/military. GAF Factory-Certified Contractors can be located easily through the home page of the GAF website at www.gaf.com. “GAF is honored to be able to give back to the brave men and women who have risked their lives to keep our country safe,” stated Paul Bromfield, senior vice president of marketing at GAF. For more information, visit www.gaf. com.

Simpson Strong-Tie Offers Truss Plates PLEASANTON, Calif. — Simpson StrongTie has recently acquired the majority of the assets of Automatic Stamping, LLC and Automatic Stamping Auxiliary Services, LLC to launch its truss plate offering. Automatic Stamping is based in Edenton, N.C., and is a family-owned business with a long history in the truss plate industry. Former owner Bill Black will continue to lead manufacturing and plate innovation operations in Edenton. “Automatic Stamping is well known in the truss industry and highly regarded as an extremely efficient, high-quality manufacturer of truss plates. We are very excited about this new venture and look forward to being able to offer our customers some of the best truss plate products in the industry,” said Mike Bugbee, vice president of the truss and component industry for Simpson Strong-Tie. Bill Black added, “It’s an honor to be affiliated with a company such as Simpson Strong-Tie who has the same integrity and determination as Automatic Stamping, LLC. We look forward to making history in the truss plate industry.” In addition to the new truss plate offering, Simpson Strong-Tie will launch an initial release of its new truss plate software later this year. The company acquired the source code of Keymark’s truss software last fall and has been aggressively developing its software and technical support capabilities in order to provide truss and component industry customers with a highquality, high-performance product offering. For more information, visit www. strongtie.com.

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INDUSTRY NEWS PIMA Releases Bulletin on Continuous Insulation WASHINGTON — The Polyisocyanurate Insulation Manufacturers Association (PIMA) has released a new technical bulletin titled “Continuous Insulation Using Polyiso Wall Sheathing: What it is, what it does and why you need it.” The bulletin

outlines best building practices when using polyiso insulation in a continuous insulation system for commercial walls. In both residential and commercial construction, continuous insulation (CI) – wrapping the exterior wall in a continuous layer of rigid foam insulation around the studs and the cavity – offers

From the ROOF to the FOUNDATION, and everything IN BETWEEN.

one of the best ways to block thermal bridging. It also results in walls with a higher R-value than using batt insulation alone. The benefits of continuous insulation include a reduction in heat loss, prevention of mold and mildew accumulation in the wall and better protection against water intrusion. “National model energy codes are advancing the way we approach building commercial and residential exterior walls by emphasizing the use of continuous insulation systems,” said Jared Blum, president of PIMA. “Building-science experts have known for some time that continuous insulation is a very effective way to insulate building envelopes for energy savings. Now, modern building codes are putting this knowledge into practice.” For more information, visit www. polyiso.org.

RSG Acquires Intermountain Supply MFM Building Products

A Pioneer in the Commercial Construction Industry for 50 Years

Roofing Membranes Underlayments Window Tapes & Flashing Waterproofing Membranes Construction & Roofing Tapes

Oh i o

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800-882-7663

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www.mfmbp.com

RoofingContractor February 2012

SNAP IT!

Architects and builders count on MFM Building Products to provide a complete envelope of waterproofing solutions to protect their commercial structures. We manufacture over 30 brands of the toughest waterproofing and weather barrier products that seal out water from the rooftop to the foundation. Self-adhering and self-sealing, our products are designed for maximum performance, ease of installation, and reduced material and labor costs.

DALLAS — Roofing Supply Group, LLC (“RSG”), announced that on Friday, Dec. 30, 2011, it acquired Intermountain Supply, Inc. (“IMS”). RSG is a portfolio company of The Sterling Group, L.P. With locations in Seattle and Spokane, Washington, IMS is a leading distributor of residential and commercial roofing supplies and other building materials in the region. “Founded in 1995, Intermountain Supply has established itself as the leading roofing supply distributor in the state of Washington and throughout the Northwestern U.S. and has an excellent reputation,” said Mike Farrell, president and CEO of RSG. “We had identified Washington as an attractive market for RSG’s entry in 2011, and we are thrilled to partner with the IMS team to extend our footprint into this new geographic region.” RSG operates a strategic distribution network of 58 branches across 23 states, focused exclusively on residential and commercial roofing products and accessories. The IMS acquisition further strengthens RSG’s geographic position and ability to serve its customer base. For more information, visit www.rsgroof. com or www.sterling-group.com.

NEW PRODUCTS

16

Lifetime Shingles

Roof Repair Tape

GAF

OMG

GAF announces the Timberline® American Harvest™ Lifetime Shingles. The shingles feature a unique color palette, inspired by the colors of the American Heartland. The seven colors were created to complement the most popular home exterior color schemes. Custom colors include Golden Harvest, Nantucket Morning, Appalachian Sky, Brandywine Dusk, Saddlewood Ranch, Adobe Sunset and Cedar Falls. Like all Timberline Shingles, they offer modern architectural style at an affordable price. For more information, visit www.gaf.com.

OMG has extended its line of EverSeal Roof Repair Tape with new 4-inch-wide EverSeal Tape. It bonds instantly to all common roof materials for long-lasting, watertight repairs. It is ideal for repairing punctures, tears, splits, and roof seams and can be used to flash curbs, edge metal, skylights and repair gutters. Based on Advanced Synthetic Adhesive Polymer (ASAP), the roof repair tape is not butyl or asphalt and can be used on EPDM, TPO, PVC, Hypalon®, modified bitumen, smooth BUR, architectural metal and many other construction materials. It is resistant to chemicals and UV radiation and can be installed year-round. For more information, call 800-633-3800 or visit www.omgeverseal.com.

Composite Insulation Panel

Roof Hatch Railing System

Insulfoam

Kee Safety Inc.

Insulfoam has developed a composite insulation panel for new or retrofit roof systems requiring resistance to misuse, abuse and severe weather. The new InsulFoam® HD Composite panel is a closed-cell, extremely lightweight and resilient EPS foam factory bonded to high-density polyisocyanurate cover board. It is widely compatible with a range of roofing membranes — including EPDM, TPO, PVC, CSPE, and low-sloped, built-up and modified bitumen membrane systems — it is also a suitable insulation underlayment for metal roofing. For more information, visit www.insulfoam.com.

The new KeeHatch roof hatch railing system from Kee Safety can be installed by one person in less than 30 minutes. It features fewer parts to assemble than other hatch railings as well as pre-built uprights and drop-in fittings to install the horizontal rails with ease, according to the company. Used for safe egress and ingress through roof hatches, and fall protection when a hatch is open, the lightweight aluminum railings affix to the hatch and do not penetrate the roof itself. Constructed of high-grade Aluminum Silicon Magnesium Alloy for strength and corrosion resistance, the new KeeHatch complies with OSHA 29 CFR 1910.23, which requires that exposed sides of openings in roofs or floors have guardrail protection. For more information, visit www.keesafety.com.

Toll Free Number

Resource Guides

1-800-ROOF-ALL

Industrial Heat Sources

Ignition Toll-Free introduces 1-800-ROOF-ALL, a marketing phone number created for professional roofing companies. The number is purchased by area code and is 100 percent exclusive to the contractor that takes it for a given area code. By dialing the phone number, the person is connected directly with the roofing company that owns the territory the caller is dialing from within. For more information, call 800-ROOF-ALL or e-mail [email protected].

Industrial Heat Sources, a Leister master distributor, recently published free ebooks for Leister’s VARIMAT V2 and TRIAC S. These complete resource guides include information an owner needs to know to maximize the performance and life of their hot-air tool. They cover product details, operating instructions with diagrams, picture tutorials, troubleshooting, how-to tips, part lists with order numbers, related products for specialized roof welding and service and support details. For more information or to download the ebooks for free, visit www.ihshotair.com.

RoofingContractor February 2012

Set the Standards of Roofing when you use IKO’s Pro 4 Roofing System

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IKO has developed a superior multi-layered roofing system incorporating our industr y-leading products. IKO’s Pro 4 Roofing System is setting the standard in protecting your home. Along with one of IKO’s quality shingles, your Pro 4 system includes these accessor y products.

For additional information on our full line of premium roofing products, please call: United States 1 - 888 - IKO - ROOF or visit our web site at: www.iko.com

NEW PRODUCTS Weatherproofing & Sealing Systems Brochure

Self-Adhesive Air/Vapor Barrier

MFM Building Products

AIR-SHIELD self-adhering air/ vapor and liquid moisture barrier is part of a total W. R. MEADOWS system to complete the building envelope. The membrane’s controlled thickness is fabricated from cross-laminated polyethylene bonded to specially modified asphalt. This self-adhesive membrane is protected by a special release paper and remains flexible when surface mounted and will adhere to most primed surfaces at minimum temperatures of 40 degrees Fahrenheit (4° C). The self-healing characteristics facilitate recovery if minimal damage is sustained under normal use applications, i.e., when penetrated with self-tapping screws or nails. For more information call 800-342-5976 or visit www. wrmeadows.com.

MFM Building Products issued a Weatherproofing & Sealing Systems brochure which outlines the company’s full complement of membrane products. The eight-page brochure highlights each of MFM’s product categories which include Roofing Membranes, Roofing Underlayments, Window Tapes & Flashing, Waterproofing Membranes and Construction Tapes. Each of the 27 individual brands features a color photograph of the product roll and overview description. The brochure back cover has a product comparison chart which details each product’s roll width and length, color availability, thickness, application temperature range and warranty information. For more information, visit www.mfmbp. com.

W. R. MEADOWS

Vent Pipe Boot Repair System Manning Building Products

Cool Roofing Colors The Ta p c o Group’s InSpire’s cool roofing colors can potentially lower a roof’s surface temperature by reflecting sunlight and reradiating heat away from the roof. This reduces the heat transferred into a structure and cuts peak cooling demand by up to 15 percent. Cool roofing can add one or more LEED points to the several potential LEED credits already available with InSpire Slate. For more information, visit www.inspireroofing.com.

The Perma-Boot is a gasketless two piece pipe boot repair system designed to permanently repair the leak around the vent pipes that penetrate your roof. Perma-Boot slides over your existing roof vent boot, preventing future leaks. Installation takes just a few minutes, with no tools required and is designed for all standard roof pitches — 3/12 to 12/12. For more information, visit www. perma-boot.com.

Architectural Products Catalog

Module Option for Green Roofs

The Bilco Company

LiveRoof, LLC

The Bilco Company has released a new 2012 Architectural Products Catalog. The catalog offers information on Bilco’s full line of roof hatches, automatic fire vents, floor doors and safety and security products for commercial markets. The catalog is available free of charge by calling 203-934-6363 or e-mailing bilco@bilco. com. For more information, visit www.bilco.com.

LiveRoof, LLC announced the introduction of LiveRoof® Maxx, a new module option for the LiveRoof® Hybrid Green Roof System. The new module option is for extensive green roofs with soil depths of up to eight inches. The Soil Elevator, a removable insert, lines the inside of modules so soil can be filled above the top. When the modules are installed side-byside, and the Soil Elevators are removed, an uninterrupted layer of soil and vegetative surface then extends across the entire rooftop. The Moisture Portal™ is an opening on the sides of the modules and establishes soil-to-soil contact between them. For more information, visit www.liveroof.com.

The Tapco Group

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RoofingContractor February 2012

Y E AR S of

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MEASURINGUP

What to Do if Your Business Is Losing Money

by Monroe Porter

M

any years ago, I was attending a convention and the president of one of the largest and most profitable companies in America keynoted a speech welcoming everyone to the city. He talked about typical things such as local attractions and encouraged everyone to enjoy the city. Just before leaving, he commented that he was asked to offer some business wisdom and explain why his company was so successful. His reply was, “Every year we take in more money than we spend. Thank you.” He was already leaving the podium before the crowd realized what happened and thunderous applause erupted. The simplicity of his statement was profound but the reality of doing so is not all that easy. Most of our consulting is for people hoping to increase their bottom line. The first step is to stop the bleeding. Company owners tend to blame losses on an incident or situation such as customers not paying, one bad job, a poor salesperson, etc. In reality the problem is usually cultural and has more to do with how the company is run. The incident merely triggered the inevitable. Unfortunately, most will only change when the pain is great enough and lately, many have called us when it is too late. Start by cutting costs. Entrepreneurs tend to think they can sell their way out of a loss. There are two problems with this theory. One is that the current economy makes increasing sales a challenge. Second, assuming everything goes OK, you only get to keep the gross profit out of additional sales. However, every dollar you cut is yours to keep. For contractors, the big buck areas of cost are material, labor (or subs) and overhead. Cutting material costs is difficult as there are only so many suppliers and if you are struggling to pay your bills, you are probably not buying at the lowest price. Labor costs can be cut by lowering wages or being more productive. Overhead is the biggest area of concern because percentagewise it dramatically increases as sales drop. No matter what you do, it is going to be painful, but the longer you wait, the more painful it will be. • Look closely at your average hourly labor cost. There is a tendency to keep the higher-paid employees as they have seniority and are more skilled. However, if you work two-man crews with a foreman earning $20 an hour and a helper earning $10 an hour, your average is $15 an hour. If you put two people at on a crew and both are earning $20 an hour, your hourly crew costs increase by $5, which is a whopping 33 percent ($15

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RoofingContractor February 2012

original average divided by the $5 increase). • Backward delegate. If you have superintendants and estimators who used to work in the field and now do not have enough work to keep them busy, consider moving them back to the field. • Look closely at advertising. Know where your leads come from and the cost per lead and per sale. • Consider cutting back on office employee hours. Unemployment varies from state to state, but some states will let employees work part time and collect unemployment part time. • Take a look at recurring costs. Compare insurance companies and cost but make sure you are adequately covered and not just taking the lowest quote. Evaluate what you are paying for phone, Internet and mobile communications. Consider reducing the amount you pay on hospitalization and other employee benefits.

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MEASURINGUP • As owner, re-engage in your business. You need to be visible and interactive. Show me an owner who is not there in the morning and never visits jobs and I will show you an organization that is not as productive as it should be. Go out and visit customers and see what kind of work you can create. Yeah, I know you may have been doing this for a long time and may no longer enjoy project manage-

ment and sales. You aren’t going to enjoy bankruptcy either. Get out of denial and concentrate on activities that bring profit to the company. Stop comments regarding the economy, banks, politics, etc. You are a contractor. You will turn things around in the trenches. Concentrate on things you can control. • Ruthlessly manage your activities. If what you are doing is not going to

immediately generate income, don’t do it. Explain the situation to your family and that you will be working extra hours but it is only temporary. Possibly they can help. Teenage kids can pass out door hangers. Spouses can help make phone calls or send mailers. Of course, if you have been living in denial for years and making hollow promises of success to your family, credibility may be an issue. • Make every sale count. If you have a salesperson that is not closing jobs, get rid of that person. When a potential job reaches a certain size, visit the customer twice. Work the process harder. Make it happen. • Make every job count. Assign your most productive employees to jobs where they can make you the most money. Micromanage the work you already have. If you have a big job you need to be a home run, force it to happen. • Fire someone. Years of good times have left many organizations enabled. Do not accept poor performance. Demand and implement performance. Figure out who is “with you” and who is “against you.” Now is not the time to be egotistical or prideful. You only have two choices: make it work or quit. Whether your business was murdered by the economy or poor management, it is what it is. Get in the fight. Make the tough choices. If it is too late to save it, go bankrupt and start over. Bankruptcy laws were made to protect people who made mistakes. Don’t die a slow death of denial where you and the problems merely grow older and older. Well, there is one more choice. Call me at 800 864-0284, as I will be happy to talk with you about it. Everyone needs someone on their side, but I am going to focus on the facts and talk about having the courage to change. Change is never easy. Monroe Porter is president of PROOF Management Consultants, a company specializing in seminars and business consulting for contractors. He is also founder of PROSULT™ Networking Groups developed to help noncompeting contractors. He can be reached at 800-864-0284 or [email protected]. For more information, visit www.proofman.com.

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RoofingContractor February 2012

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LEGALLYSPEAKING

Hertz Controversy Sheds Light on Issue of Prayer at Work

by Richard D. Alaniz

R

eligion in the workplace can present a difficult balancing act for employers. Failing to strike the right balance can lead to clashes with workers and unions, potential lawsuits, trouble with federal regulators, and a negative public image. Consider Hertz’s situation. According to news reports, in October the car-rental company fired 26 Muslim employees who refused to clock out for their paid prayer breaks. In response to the firings, the drivers’ union launched a public relations campaign alleging religious discrimination and has filed complaints with federal regulators. Hertz employs a number of Somali Muslims at Seattle-Tacoma International Airport who drive cars to and from the airport for cleaning and refueling. As part of their religious beliefs, the Somali Muslims must pray five times a day, and during an eight-hour shift employees may need to pray twice. Hertz offered paid breaks to all its employees at the airport, but management began to worry that some of the Muslim workers were taking longer than the allotted 10 minutes. So the company began asking workers to clock out for their breaks. According to Hertz, the company has the authority to implement a clockingout policy under an agreement with the U.S. Equal Employment Opportunity Commission. But the employees’ union, Teamsters Local 117, disagrees and insists that having workers clock out for breaks violates its contract. Hertz, which has worked to accommodate the employees and has provided a prayer room at the airport, initially suspended 34 Muslim workers who refused

24

RoofingContractor February 2012

to clock out. After the suspensions, eight workers agreed to the new policy and kept their jobs. The rest were fired. “It’s not about prayer, it’s not about religion; it’s about reasonable requirements,” Hertz spokesperson Rich Broome told the

Associated Press. The union has responded by filing several unfair labor practice charges with the National Labor Relations Board and has said it plans to file religious discrimination complaints with the EEOC. “Hertz

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LEGALLYSPEAKING has violated our contract, violated labor laws and even violated their own internal policy by not adhering to the principle of progressive discipline when workers were suspended without warning,” said Teamsters Local 117 Secretary-Treasurer Tracey A. Thompson in a statement. “Hertz then fired these workers after giving them an unconscionable ultimatum: choose between your livelihood and your

dignity.” These types of situations are becoming increasingly common, according to the EEOC. In fiscal year 2001, religious discrimination cases accounted for 2.6 percent of all EEOC filings. In fiscal year 2010, they accounted for 3.8 percent. Hertz is not the only company to grapple with the issue of prayer in the workplace. In 2010, the EEOC sued JBS USA,

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Contact Mule-Hide Products for specific product approvals and ratings. CA Title 24 and CRRC rated products. Featured logos are registered trademarks. DecTec is the wholly owned registered trademark of Skyline Building Systems Inc., used under license. All Mule-Hide products and systems are back by unparalleled training and technical support. Ask for Mule-Hide at ABC Supply Centers nationwide. ©2006 Mule-Hide Products Co., Inc.

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alleging that the meatpacking company committed religious and national origin discrimination against Somali and Muslim employees at its facilities in Colorado and Nebraska. According to the EEOC, the company failed to reasonably accommodate the prayer requests of its Muslim employees. The company was also charged with retaliation after it fired employees when they asked to have their evening break moved so that they could fast and pray at sundown during the Islamic holy month of Ramadan. The EEOC also alleged that supervisors and other employees threw blood, meat and bones at Muslim employees and called them offensive names. “The issue of national origin and religious discrimination in the workplace has become more significant as more immigrants with different ethnic and religious backgrounds join our workforce,” said EEOC General Counsel P. David Lopez in a statement at the time. “The laws of this country prohibit harassment based on national origin, and mandate that employers accommodate employees’ religious practices so long as doing so does not create an undue burden on the employer.” As the Hertz situation demonstrates, employers must tread carefully when dealing with the complex intersection of religion, workers’ rights, and the need to have a productive workplace.

Laws That Govern Prayer at Work Religious accommodation is regulated at the federal level, and numerous states and local governments have additional regulations that could impact how employees express their religion at work. • Federal regulations: Title VII of the Civil Rights Act of 1964 prohibits employment discrimination based on race, color, religion, sex and national origin. According to the EEOC, “Title VII protects all aspects of religious observance and practice as well as belief and defines religion very broadly for purposes of determining what the law covers.” Along with praying, Title VII protects religious practices such as attending worship services, wearing religious clothing

LEGALLYSPEAKING or symbols, displaying religious objects, adhering to certain dietary rules, proselytizing or other forms of religious expression, as well as refraining from certain activities such as compulsory prayer. But, employers don’t have to accommodate every belief, practice, or observance of employees. According to the EEOC, “Title VII requires an employer, once on notice that a religious accommodation is

needed, to reasonably accommodate an employee whose sincerely held religious belief, practice, or observance conflicts with a work requirement, unless doing so would pose an undue hardship.” Under Title VII, in order to prove that a religious accommodation represents an undue hardship, an employer must show that the proposed accommodation would be more than a “de minimis” cost or bur-

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den. This is a fairly low standard, and is even lower than the undue hardship rule under the Americans with Disabilities Act, which requires that an employer show a “significant difficulty or expense” to avoid having to provide an accommodation. When employees want a religious accommodation, they are required to alert the employer that they need an accommodation and that it is being requested due to a conflict between religion and work. Generally speaking, employers don’t usually need to question whether an employee’s request is religious or that it is sincerely held. However, employers with legitimate concerns about an employee’s request are entitled to ask limited questions. When deciding whether to let employees pray, proselytize, or engage in other forms of religiously-oriented expression in the workplace, the EEOC allows employers to consider the effect these expressions would have on co-workers, customers, or business operations. It is a balancing act that requires careful consideration. • State and local laws: Along with Title VII, employers need to also follow state and local laws regarding how their employees practice and observe their religions. For example, in New York State, employers must permit workers to observe holy days, unless doing so would cause an “undue hardship.” There is a New York City Human Rights Law that Big Apple employers must follow as well, along with the state and federal law.

What Employers Should Do Now When employees ask for religious accommodations, employers need to take these requests very seriously. By planning ahead and developing clear policies, companies can limit their legal and regulatory liability and help create a defense in case they are ever accused of religious discrimination. • Train and train again: Companies need to educate all their employees about religious accommodation. Managers and supervisors should receive thorough, periodic training to educate them on how to appropriately respond to employ-

LEGALLYSPEAKING ees who raise issues regarding religious accommodation, prayer, and clothing. It’s also important that employees understand what they need to do and who they need to talk to when they want prayer breaks, time off for religious holidays, or other accommodations. Employees should also understand that they need to provide as much notice as possible if they need time off for religious holidays and work with their managers on how to schedule vacation or personal time around these days whenever they can. Those involved with hiring also should receive training. For example, interviewers can never ask job applicants if they will need time off to pray during the workday or for religious holidays if they are hired. But, interviewers may ask if the applicant has any problems working the required shifts. • Review company policies and procedures: It’s always a good idea to regularly review employment policies regarding religious accommodation to make sure that they are up-to-date and still apply to the company’s workforce and needs. This review should involve the HR department, in-house attorneys, and outside counsel. It should also take into account all federal, state, and local laws and any agreements with workers and unions. Organizations may be impacted by laws that don’t necessarily relate specifically to religion. For example, under the laws of some states, workers are entitled to paid breaks. In Washington State, where the fired Hertz employees were based, workers are required to get paid 10-minute rest periods for each four-hour work period. Most states don’t require paid breaks, so employers need to think carefully about how they will give employees time off during their shifts if they need to pray. And of course, once updated, policies need to be consistently followed and enforced. • Be flexible and open-minded: The EEOC stresses the importance of cooperation between employers and workers when it comes to religious accommodations. When employees have requests or concerns about keeping their religious

traditions, customs, or holidays, managers should be willing to listen and attempt to work with employees. If the employer needs more information to evaluate the request, it can require additional information from the employee. As the United States workforce continues to diversify, employers must be prepared to address new issues and religions with which they may not be familiar. With the right

planning, they can develop policies that will foster a productive and fair work environment that helps head off potential lawsuits and regulatory actions. Richard D. Alaniz is a partner at Alaniz and Schraeder, a national labor and employment firm based in Houston. For more information, call 281-833-2200 or e-mail [email protected].

• Independently tested and proven to exceed OSHA fall protection regulations for guardrails (CFR 1910.23) • Quick, simple installation using basic tools (no training or certiÀcation required) • Corrosion-resistant construction carrying a 25-year warranty • High-visibility safety yellow color • Non-penetrating attachment • Available in a variety of sizes and designed to Àt all roof hatch brands

Roof products are now supplied with pre-punched capflashing to receive the hatch rail system

Self-Closing Gate Hinge Ensures continuous protection

Pivoting Mounting Sleeve For installation flexibility

Gate Latch Locks gate in closed position

For more information call (800) 366-6530 or log on to www.bilco.com

Visit us at IRE, booth #1146 www.roofingcontractor.com

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SUSTAINABLEROOFING

Summing Up Sustainability With RoofPoint

E

very year in the United States more than 3 billion square feet of nonresidential roofs are installed on new and existing buildings. If these roofs were installed using the best energy guidelines available today, the first-year savings in heating and cooling demand would exceed 36 trillion BTUs. The cumulative energy savings after 10 years would exceed 2 quads — the equivalent of 72 million tons of coal. In addition to significant energy savings, broad adoption of the best available sustainable roofing practices would deliver many additional benefits: • Clean rooftop energy exceeding the capacity of 25 Grand Coulee Dams. • Improved urban air quality and reduced storm water pollution. • Less construction waste sent to landfills. • Increased building service life. • Enhanced building occupant safety, health and productivity. Unfortunately, no green rating system exists to release the massive energy and environmental promise of commercial roofs … until now. In an effort to tap this unrealized potential, the Center has developed RoofPoint, a green rating system to help building owners and designers select roof systems based on long-term energy and environmental benefits. RoofPoint features 24 specific strategies to address all critical environmental aspects of modern roofing systems. These strategies are scored against measureable goals, and the achievement of each roofing project is summarized as a total point score. Roofing projects meeting a minimum score overall and in each major category are then recognized as registered RoofPoint roofs — roofs Sponsored by that embody the key principles of sustainDuro-Last able roofing. For building managers and designers, RoofPoint streamlines the roofing decision process by offering a simple template for effective roof system selection, validating

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by Dr. Jim Hoff

all aspects of sustainable roof asset management, and providing a non-proprietary framework for roof system selection that emphasizes flexibility and choice. And for the roofing contractor, RoofPoint provides a useful selling tool and checklist to identify all key aspects of sustainable roof material selection, while emphasizing critical installation skills and validating the ongoing maintenance services provided by the contractor that help to ensure long-term roof sustainability. As part of this year’s IRE educational program, the Center will present an informational session on how the key principles of RoofPoint can be used to secure new business opportunities and grow roofing profits. I hope you’ll be able to join us on Friday, Feb. 24 at 9:30 a.m. for “Moving Green into the Black: Proven Strategies to Profit from the Green Building Movement.” During this session, you’ll learn more about how the RoofPoint program works and how you can use it to build strong relationships with your customers and a solid reputation for your business. If you can’t join us, please visit the new RoofPoint website, www.roofpoint.org, to learn more about RoofPoint and how your company can participate in the RoofPoint program. And whether you attend our IRE educational session or check out the new RoofPoint website, I hope you will join some of the best roofing contractors across North America currently participating in the RoofPoint program. It’s easy and simple. In fact, many contractors have advised us that filling out the RoofPoint evaluation form is as easy as filling out a manufacturer’s warranty application. And the benefits for you and your customers are outstanding: achievement certificates, positive press coverage, and a chance to show how the roofing industry is making a difference in our environment. Please join us! Dr. Jim Hoff serves as Research Director for the Center for Environmental Innovation in Roofing, Washington, D.C. (www.roofingcenter.org). You can contact him at [email protected].

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ZEROTOHERO

Establish a Successful Marketing Plan

by Ken Kelly

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here is no silver bullet in marketing, no secret to positive brand recognition or a constant stream of leads. And whatever tricks work today will not work tomorrow. An awful amount of money is wasted on advertising largely due to poor marketing, money we should put in our pocket. Here are three concepts that roofing companies should use to mold their marketing plan for success.

Marketing Concept I: Guerrilla Marketing In his book, Jay Conrad Levinson invented the term “guerrilla marketing” to describe how small efforts using proven concepts in strategic places can yield overwhelming marketing superiority. Here are a few tactics: • Publicity is free marketing: Every bit of positive news about your company, employees and customers’ testimonials should be shouted to the masses. Social media is the perfect Guerrilla Marketing venue. Use it daily. • Personal and professional are the same thing: When Richard Branson started Virgin Atlantic, he knew there was no way to out-market the industry leader, British Airways. Their marketing budget was far greater than his. So, Sir Richard went on a personal quest to gain publicity and free marketing for his company. Every extreme stunt or charity event he engaged in, Virgin was written all over it. Now the Virgin Group’s more than 20 companies are in everything from beverages to space flight. • Don’t spend money: Spend time, energy and imagination. • Measure your marketing results in profits, not sales: I hear roofers describe their perceived success in the number of homes completed, employees on staff or sales achieved. This is a bad habit that needs to be broken. The global energy company Enron had 22,000 employees and sales of $101 billion when it went bankrupt in 2001. Profits create a sustainable enterprise, not sales. • Focus on past customers, not new ones: Focus on increasing transactions with existing customers by offering bolt-on products and services that complement your main business. Upsell when able to increase profitability. The only new customers you should be going after are referrals from existing clients.

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Marketing Concept II: Focus One of my favorite explanations of focus is the Hedgehog Concept described in the book Good to Great by Jim Collins. The Hedgehog Concept is a way to ensure that every business decision made is the right one. Sometimes as a business leader it is lonely and the pressure is great. It helps to have a sense of surety. By testing each decision with the Hedgehog Concept we can be sure the company will continue on the path of success. The first step is to determine the company’s focus. This is done by answering these three questions: 1. What can we be the best at? Not in the world, just in the market you serve. For instance you could say, “We can be the best re-roof roofer of flat roof systems under 10 squares in size on residential homes.” This alone will help determine your market. Combine it with the steps below to create a dominant position.

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ZEROTOHERO 2. What are we deeply passionate about? Passion is any powerful emotion of desire. What do you want your company to be known as? Is it price, service, 24/7 availability, the best products used or most friendly employees? Dig deep, this one is personal. 3. What drives our economic denominator? Although the title is a little strange to understand, it’s actually the simplest of the three. Basically, how can you charge differently for your products and services? If all your competitors charge customers time and materials for service work, charge one set price instead. Or create a “Will Not Exceed” limit. Do something different that allows the chance to charge more for the same service while giving customers a good feeling about the expense. To use the Hedgehog Concept properly do this exercise: • Take a blank piece of paper and draw three large circles on it. Make each circle overlap the others so that there is a common overlap area in the center. • Label the outside of one circle “What can we be the best at?” Label another circle “What are we deeply passionate about?” Label the last circle “What drives our economic denominator?” • Inside the circles write the answers to each question. • Label the center overlap area “Hedgehog Concept.” When you are faced with a business decision, especially a

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marketing one, refer to this page to ensure that the solution fits squarely inside your Hedgehog Concept.

Marketing Concept III: Differentiation Marcus Buckingham’s book title says it all: First, Break All the Rules. Your marketing message is actually easier to remember when it doesn’t follow the expected. Being different is a way to stand out and separate yourself from everyone else. Industry standard is standard. If a competitor is doing it one way, do it another way. Then market the difference. Never give the customer the ability to compare “apples to apples.” Another way to look at this concept is detailed in Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne. They compare the roofing market to an ocean. Where competition is fierce, many companies fight for the same potential customers like sharks feeding on prey. They turn the ocean red with the bloody remains of the sale. Position your company and your marketing message in a blue ocean — one where competition isn’t. What can you do that no one else is doing? Ask yourself this question, “Are we No. 1 or No. 2 in our market?” Jack Welch, the great General Electric CEO, used this question to drive an unprecedented string of successes for one of the world’s largest companies. In his book Jack, he stated that, “If we are not No. 1 or No. 2 in our market we have no business being in it.” In the 1990s GE polled customers in Home Depot about their home appliances. More than half of the respondents claimed their hot water heater was made by GE, which caught GE by surprise since they had never made a hot water heater. A year later they bought Hotpoint and became the dominate force in a market many thought they were already in. The important question here is, “What products or service do your customers expect you to offer that you don’t offer now?” Narrow the list and pick the ones you can be No. 1 or No. 2 in and then implement them. Marketing is often confused with advertising, creating a confusing message that gets drowned out by competition. Companies dump tons of money on advertising trying to clear up the message. Marketing is the science behind advertising. To ensure a successful roofing company, create a clear marketing message and then advertise it. This month’s homework: • Make a list of guerilla marketing tactics to implement in your company. Create a timeline and assign tasks to your employees for completion. • Discover your Hedgehog Concept and write it in the three circles. Post it in a conspicuous place for a daily resource for decision making. • Determine which service or product you can provide that others are not offering. Create a marketing plan to capitalize on the opportunity. Next month’s article will focus on advertising. Ken Kelly is the president of Kelly Roofing and Energy Saving Solutions in Naples, Fla. He can be reached at [email protected].

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LEADERSHIPSELLING

Sell to Builders in 2012

by Rick Davis

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ere is an idea to spark your 2012 profitability. Start selling to builders! At the end of 2011, a funny thing happened. There was positive news on the homebuilding front. After five years of bad news, including the last three during which we all predicted this could finally be the “bottom,” it’s time to ask: What if this is the bottom? Inventories are down and the stocks of most national builders started to rise at the end of the year. If it is true that home building will start to gain momentum sometime in late 2012 and continue to build into 2015, then now is the time to start prospecting for builder accounts that can stabilize your business model. Most of the roofing contractors I meet are reluctant to pursue the builder audience for fear of low margins and high nuisance accounts. So before I give you ways to sell effectively to builders, let me identify a few reasons why you should pursue this lucrative audience. • Builders stabilize your cash flow. You rightly recognize that builders will not provide the same margins as homeowners. But the good news is that a builder relationship does not require you to constantly “sell” each transaction. Builders, once you have proven your abilities to get the job done, will provide the loyalty that enables you to keep your crews busy throughout the year. • Builders enhance your margin structure. If you have ever sat across the kitchen table feeling desperate for a sale, it is because you are desperate. A solid backlog of work with builders enables you to negotiate with homeowners from a position of strength and hold the margins you deserve on replacement roofs. • Residential business-to-business is more relationship-based than low slope. Low slope commercial sales efforts are transactional in nature, while builder accounts do not require the necessity of quoting on every project. When you deal with a commercial project, you’re selling to a committee that includes the designer, general contractor and owner. When you sell to a builder, you are dealing with the primary decision maker directly. Here are three ways in which you can successfully sell to builders. 1. Think relational rather than transactional. Too many salespeople approach builders with the idea of getting the “next” job. The problem is that builders, by and large, are loyal to dependable suppliers. They switch suppliers and contractors when something goes wrong with their existing one. Your goal is to be the first choice a builder makes when things go wrong with its existing roofing contractor.

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2. Stop bidding and start proposing. When you finally get the call, the timing is right to be the next contractor of choice. Don’t blow it by submitting a “bid.” Sell the total cost of doing business by presenting a proposal that identifies how you will produce profits for the builder. The “price” you charge might be similar or even higher than competitors. But the “total cost” of doing business is reduced when you help manage production schedules, eliminate delays, and provide products that give your builders a competitive advantage. 3. Select the right builders. You are a victim to builder clients only when you allow them to manipulate you. Not all builders are created equal. Many are combative and manipulative in their negotiation practices, while others are cooperative and willing to provide loyalty to deserving suppliers. Proactively seek out builders that are the latter type. You may be a contractor who shuns the idea of selling to builders. In fact, most roofing contractors are reluctant to pursue this audience. If this is the case, then it means that you’re facing soft competition. Differentiate and stabilize your business model by incorporating sales to builders. You may discover that they provide the stability promised in my article. Only one thing is certain. You’ll never know if you don’t try. Rick Davis is president of Building Leaders Inc., a Chicago-based sales training company devoted exclusively to the construction industry. For more information, call 773-769-4409, e-mail [email protected] or visit www.buildingleaders.com.

Measure more roofs in one day using EagleView from your smart phone or your computer. It’s that simple! Call 866-447-3741 or visit www.eagleview.com.

Visit us at IRE booth 853. © 2012 EagleView Technologies, Inc.

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GUESTCOLUMN

Stand Out to Sell More

by Diane Helbig

S

o many times salespeople and small business owners develop a sales process that is more about system than about connection. In my estimation there are many problems with this. We are experiencing a hyper-competitive economy right now. That is not likely to change any time soon. So what do we do? Rise to the occasion! When we view sales as relationship building it changes our approach. Really getting to know our clients and customers provides us with a leg up on the competition. When WE are the people helping our clients solve problems, we gain armor against invaders. Here are some things we can all do to improve our business growth: • Go Deep. Make sure you get to know more than one person in the client organization. This helps to safeguard you against the peril of your contact leaving the company. This is something that happens all the time. You build a great relationship with one person and suddenly you find out they are gone. Now what do you do? You start all over again. When you get to know more people within the client organization the impact is not as heavy. It also helps you find out if there are more opportunities there for you. Some people only pay attention to what goes on in their department. Knowing more people gives you the opportunity to learn more about the client, and uncover business you weren’t aware of. • Care. This may sound strange but it holds a lot of weight. When you care about the success of the client company you increase your value to them. Meeting with them in person or on the phone just to talk and find out how they are doing can work wonders for your business relationship. When you are doing this you can find out about other needs they have. Through your network you can provide your client with possible solutions to those needs. Imagine how valuable you would become if you were your client’s “go to” person. Not only should you care about the company, but you should care about the people. Getting to know your contacts on a deeper level puts you in a position where they are more likely to tell you what’s really going on. Once you’ve gained their trust they are less likely to vanish suddenly. Moreover, these relationships help you know what’s going on in the client’s company. If things are heading south, you want to know. If they are growing, moving, changing, you want to know this as well. • Go the Extra Mile. Are there added-value items you could be providing to your clients? I’m sure there are and I suggest you find

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them. This economy has put us all in a position where our competition is aggressive. We have to differentiate ourselves to increase our value. Providing outstanding customer service, going above and beyond, reaching out to them instead of waiting for them to contact you, are all ways you can become more valuable to your clients. If you are distant and appear uninterested, you are sending the wrong message. You are opening the door for your competition to come walking in. If there’s an extra service you can provide, one that doesn’t cost you too much, do it. Studies have been done that suggest “free shipping” is a motivator to buy. It’s more of a motivator than a discount. Understanding your client and providing them with something extra makes them feel valued. We’re not talking about anything extreme or expensive — just some simple, old-fashioned attention to your clients and their needs. It may take up some of your time but I ask you — would you rather spend your time interacting with your current clients or seeking out new ones? Nurture the relationships you already have. Give your clients another reason to keep you onboard. You’ll find they refer you more often as well. Diane Helbig is an internationally recognized business and leadership development coach, author, speaker and radio show host. As a certified, professional coach and president of Seize This Day Coaching, Diane helps businesses and organizations operate more constructively and profitably. For more information, call 216-534-2030, e-mail [email protected] or visit www.seizethisdaycoaching.com.

PUT DEBRIS IN ITS PLACE The days of manual debris handling and back breaking cleanup are over. The Equipter “Debris Handler” efficiently catches roof debris at the source. It’s driving and dumping capabilities move the old roof out of the way; where it belongs. With the Equipter not only can more work get done, but your customers get a new roof with peace of mind. That’s a formula for success.

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Legolan Putting it

pringer-Peterson Roofing & Sheet Metal prides itself on being able to handle any type of project. The company, headquartered in Lakeland, Fla., is predominantly known for commercial re-roofing, but it does all types of roof installation and roof maintenance work. It also does sheet metal fabrication, including not only roof panels, gutters, and downspouts but structural steel on rooftops and specialty items like custom sinks, countertops and tables. “We go above and beyond when it comes to fabrication,” said Rob Springer, the company’s president. “But our niche is commercial renovation, and the harder the project, the better.” It doesn’t get much harder that LEGOLAND® Florida, a 150-acre interactive theme park with more than 50 rides, shows and attractions based on the colorful toy bricks that give the park its name. The fast-track design build project would involve repair, replacement and new construction of more than 40 roofs in less than nine months in an environment that would put any company to the test. But Springer-Peterson has been preparing for projects like this for more than 30 years.

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The Company Rob Springer owns the company along with his father, Don Springer, the company’s CEO, who formed the company in 1981 along with Brooke Peterson. Rob Springer came on board in 1985. Growing up, Rob’s passion was baseball. He pitched in junior college, but after undergoing shoulder surgery in college he decided to choose building as a career. He entered the University of Florida and

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nd

All Together Q Springer-Peterson Roofing & Sheet Metal employees (from left) Daniel Boatwright, Greg Farris, Diana King, Jared Contat, and Eric Wanner pose by the castle at LEGOLAND Florida. Inset: SpringerPeterson is owned by Don Springer and Rob Springer.

Springer-Peterson Makes Things Click at LEGOLAND by Chris King www.roofingcontractor.com

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Legoland

earned a degree in construction management from the university’s Rinker School of Building Construction. After graduating, he took a job with another general contractor. He hadn’t planned on joining his dad’s company, but when the opportunity arose he jumped at the chance. “It was the greatest opportunity of my life, looking back,” he said. According to Rob Springer, what makes the company special is its emphasis on customer service. “The thing my father has always preached is that the most important person is the customer,” he said. “Whenever he talks to people at the company, he talks about the importance of the customer. No matter what the time of day or what day of the week, if there’s a problem, it’s critical that you be there. On the day of his 50th birthday, my dad and I took care of a problem with a leaking roof at a shopping center. Nothing sends a message like the owner being there.” Springer-Peterson also tries to give back to the community through service work. “We do 20-25 homes a year for Habitat for Humanity,” said Springer. The company will be working on two homes in conjunction with the NBA in Orlando, the site of both the NBA All-Star game and the International Roofing Expo.

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Q LEGOLAND Florida is 150-acre interactive theme park with more than 50 rides, shows and attractions. As part of the fast-track design build project, Springer-Peterson repaired 15 roofs, re-roofed 10 buildings installed roofs on 16 new construction projects. Photos courtesy of Springer-Peterson.

Springer-Peterson is a member of the National Roofing Contractors Association (NRCA), the Florida Roofing Sheet Metal and Air Conditioning Contractors Association (FRSA), the Tri-County Roofing Contractor’s Association (TCRCA), Associated Builders and Contractors Association (ABC), the Lakeland Area Chamber of Commerce and the Lakeland Lions Club. In 2006, it also became a founding member of National Roofing Partners, a group of affiliated independent contractors that services accounts across the country. According to Peterson, NRP provides two key benefits: access to national accounts and advice from peers who share best practices. “NRP has been a big help to us,” said Springer. “It’s brought us a range of national accounts, and we get advice from contractors from around the country on everything from marketing to billing to project management. That has been priceless. And, we’re in the best market in the world for that type of work — every big chain has a branch in Orlando, Florida.” High-profile projects include the Hyatt Regency Grand Cypress in Orlando, Macy’s Florida Distribution Center, CocaCola’s Central Florida distribution center, and the Publix Supermarkets stores.

A Complex Project The LEGOLAND project was competitively bid, and Springer-Peterson got the job. The park was constructed at the former site of Cypress Gardens, and the first task was surveying the existing roofs. The survey work took months to complete, but the information would prove invaluable once the project was under way. All told, Springer-Peterson handled roof repairs on 15 buildings, re-roofing on 10 more, and roof installation 16 new construction projects. Another roofing contractor handled a few more new construction projects. Roofing work involved built-up roofs, modifieds, TPO, metal standing seam, imitation slate and heavyweight shingles, among others. Manufacturers whose products were used on the project included Firestone, TAMKO, GAF, Johns Manville and TAMCO Metals. “We did almost every type of roof imaginable,” said Springer. “Some were as small as a concession stand that sold ice cream and some as big as stadiums, restaurants and theaters.” Springer served as senior project manager on the job, and others on the project included estimator Eric Wanner, project manager Jared Contat, and foremen Will Martin and Victor Hernandez. Wanner is an 11-year industry veteran with a construc-

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Legoland

Q Above: Checking out the site plans along with a LEGOLAND character are Jared Contat, Eric Wanner and Daniel Boatwright of SpringerPeterson. Right: Diana King, Jared Contat, Daniel Boatwright and Don Springer stop by the park’s fire station.

tion management degree form Fresno State, but when the project began Contat had just graduated from college just one year earlier. Like Springer, he earned a construction management degree from the University of Florida. “We threw him into the lions’ den on this one,” said Wanner. “He hit the ground running, that’s for sure.” “Jared did a tremendous job handling the flow,” said Springer. “The pressure he was under was amazing.” Challenges on the project included not only the amount and diversity of work but a brutal schedule. “They awarded the project in February and our completion date was September 15,” said Springer. Logistics were also a nightmare, as all of the underground electrical, water and sewer lines were dug up and replaced during the project. “Getting around the park was also a challenge,” said Springer. “When we showed up to work at the site, the concrete walkways were gone. It looked like a bomb went off.” They used ATVs and four-wheel-drive forklifts to deliver roofing material and rented an all-terrain golf cart to get around

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the site. In some areas even the four-wheeldrive vehicles couldn’t access the buildings, so they had to get the general contractor to flatten out the terrain. “You had to get the material up there any way you could,” said Springer. “We did a lot of it at night.” Making things even worse was the congestion of the site, with all types of trades working at the same time. “You’d think you had a good spot to load materials or park your truck, and 10 minutes later another contractor would be there saying they needed the space,” said Wanner. Once they returned to pick up a load of materials only to find an electrical contractor had dug trenches around it. “That was just a day-to-day thing with LEGOLAND, challenges like that,” said Contat. The Florida weather was also problematic. It rained almost every day, often thunderstorms with several inches of rain in a matter of hours and 40-60 mph winds. “Everything had to be not only covered up, but tied down,” said Wanner.

To make matters even more complicated, the schedule was frequently changed. Priorities shifted as the project went along, and sometimes bids that had been initially rejected were suddenly accepted and became rush jobs. “There were constant changes on the project — adding and deleting buildings and changing the scope of work,” said Wanner. “From an estimating standpoint, all I did was work on LEGOLAND.” “In some cases we had finished repairs and they would add penetrations or make other changes to the roof,” Contat said. “Prior to making changes, approvals need to be made.” The use of an electronic submittal system helped expedite the paperwork. The folks at Springer-Peterson had high praise for the general contractor on the project, PCL, which had a lot of experience working for Disney. “The general contractor was great to work with,” Springer said. “Their emphasis on safety was the best I’ve ever seen, and working with them made us a better company when it comes to safety.” To help meet safety requirements and avoid making unnecessary penetrations, the crew invested in special equipment for the project, including an AES Safety Gator, a water-filled mobile fall protection cart from AES Raptor that rests on the ground and features six tie-off points. After the project was wrapped up ahead of schedule and the park was open and hosting record crowds, Springer, Wanner and Contat looked back on a solid team effort. “Our team is closeknit,” said Contat. “We have each other’s backs, and we pull together to solve problems.” “The whole job was really schedule driven,” said Wanner. “Even with all of those difficulties, we were still able to bring it all in ahead of schedule. That’s why we were selected for the project. They knew we could handle it.” “We like challenges,” said Wanner. “And they like us, too,” added Contat. “That’s what we were trained for.” Chris King is editor of Roofing Contractor. He can be reached at [email protected].

Building Homes and Hope in

Haiti by Rick Damato

Q At the beginning of the build, the masonry bases were in place and pre-fabricated wall sections were added.

Habitat for Humanity’s 2011 Jimmy 46

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his may not be the typical feature you will find in Roofing Contractor, but it is about providing shelter. And the roofing industry is all about furnishing shelter. This is a brief recap of my experience as a volunteer with the 2011 Jimmy and Rosalynn Carter Work Project (CWP). The adventure began last April with a challenge to show up for a week to build — and make a further commitment to raise funds while advocating for the CWP and the plight of the people of Haiti. Hundreds of individu-

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als answered the challenge, providing labor and raising over $1 million to help fund the project. Corporate and community sponsors provided cash and in-kind donations. Haiti lies a mere 700 miles south of Miami and continues to recover from the devastating earthquake that rocked the island nation on Jan. 12, 2010. The goal of the CWP was to construct 100 homes in the Santo area of Leogane (pronounced LAY-o-gahn). Leogane, around 18 miles from the Haitian capital of Port-au-Prince, was at the epicenter of the earthquake. An estimated 90 percent of the structures in Leogane were severely damaged or destroyed.

The CWP volunteers were housed near the Santo worksite at an encampment staged by Haven Partnership. Haven is a non-governmental organization (NGO) based in Ireland that has been working in Haiti for years. Staffed mostly by their volunteers, Haven set up tents and provided shower and sanitary facilities while preparing and serving three meals per day for around 700 people. Haven hosted the CWP following a week when they staged their own project constructing the first 50 homes in Santo. “Out of control” fashioned my first impression of this country, beginning before the plane landed and continu-

Pick Up More Information Online at www.RoofingContractor.com Visit the online version of this article at www. RoofingContractor.com for more information on Haiti, the 2010 earthquake, Habitat for Humanity, The Carter Center, and the CWP.

and Rosalynn Carter Work Project www.roofingcontractor.com

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Haiti

QHaven Partnership set up housing for volunteers near the Santo worksite. Photo courtesy of Haven Partnership.

ing on the ride to Leogane. The airport in Port-au-Prince was hosting all of one arrival (ours) on a Saturday afternoon and there were no other planes visible on the tarmac. That struck me as odd for a country with a population approaching 10 million. The bus ride to Leogane provided a view of life on the streets of Port-auPrince. Signs and street lights were sparse but the drivers and their horns seemed to work things out. There were goats and

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QHundreds of thousands of Haitians still live in tent cities. Several of them were visible on the trip from the airport to the build site.

Haiti

were built with rubble. Trash was everywhere. Nearly two years after the earthquake, hundreds of thousands of Haitians continue to live in the tent cities and it seemed like we passed by all of them. On Sunday, as most of the volunteers for the project were winging their way to Haiti on a pair of Delta jets, the house builders were treated to the first look at the site. The Haven group had erected 55 houses and helped with planning for the hundred we were to build. We spent the day erecting scaffolding around the masonry bases from which we started construction.

The bases included a robust concrete foundation to support a structure designed to resist the forces of an earthquake. The concrete floors were around 2 feet above grade to make them resistant to floods. The build site, consisting of around 54 acres of former sugar-cane field, is located a few short miles from the Caribbean and the topography is mostly flat. Our job was to raise prefabricated walls, build the roof system, cover the roof, install two walls forming the one separate room, and install windows and doors. The site was laid out in a well-planned

Q Earthquake-damaged buildings were everywhere. An estimated 90 percent of the structures in Leogane were severely damaged or destroyed.

QRoofing Contractor editorial director Rick Damato goes over the day’s game plan with other volunteers at the site. © 2012 Joe Carlson Studio, Inc.

cows grazing on the side of the road. Not an unusual sight in the countryside, but this was the middle of the city. There was less evidence of the destruction from the earthquake than expected, as most of the rubble has apparently been removed to be recycled. The Haitian people we saw along the way were, in a word, beautiful. In contrast to these beautiful people were streets made mostly of what seemed like rubble lined with buildings that looked like they

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Haiti

QThe build team and homeowners for Houses 317 and 318 get together for a group photo.

grid, unlike most parts of Haiti. While the homes are relatively close to each other they each occupy a nice plot of ground and are constructed so they may be expanded. Two knee walls extend from the rear of the homes, providing an anchor for additional space. In Haiti, as in many parts of the world, homes are built and improved one piece at a time as the owner can afford to buy the materials.

The Build Begins The serious work began on Monday with teams of seven to nine individuals assigned to work on two homes each. The experience level of the volunteers ran the gamut from highly skilled to handy to unskilled. I was more than a little fortunate to have landed on a team with some very talented and hardworking folks. Safety was topic A from the very beginning. While these homes were small (approximately 170 square feet) they were relatively tall with roofs pitched at 6/12. The roofing work was not so challenging for professionals but a bit tricky for volunteers. We kept scaffolding up for all work done at height. With exterior construction of any kind, the weather can have a dramatic impact on how things go. The week of the 2011 CWP

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was a very blessed week weather-wise. It never rained and most days we had good cloud cover, which made a dramatic difference in the working conditions. The several days when the sun was out in full force it took a toll on the volunteers. It was not deadly, but it did slow things down. From the masonry bases, prefabricated wall sections were the first to rise. The prefabricated walls were constructed of good ol’ treated Southern Yellow Pine and plywood. The design was rich with fasteners, all installed by hand of course. The frame walls were secured to the masonry with J-bolts and the trusses were secured to the frame with hurricane bracing. Once the trusses were up we installed purlins to accept the metal roof panels. The purlins were treated two-by-fours and were both nailed and strapped with hurricane braces. The roof covering consisted of a thin layer of flexible foam insulation under a reflective barrier followed by a white-surfaced agricultural metal panel. The metal was fastened by 3½-inch hot-dipped spiral shank nails through metal and neoprene washers — definitely resistant to the forces of tropical weather. Our roofing crew (two and sometimes three people) started out tentatively but

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Haiti

QThis photo shows House 317 at the beginning of the last day of the build.

crew members were moving along like experts by the time they reached the last panels on the second home. Nailing was made easy by pre-drilling the panels and the job was completed with the installation of a galvanized ridge cap. In addition to the metal roof, each home received gutters with a downspout that would lead to a large plastic barrel to collect rain water. There is no running water or electricity available to this site but there are several solar-powered security lights and hand-pump wells will be placed throughout the area. Each home will receive a sanitary latrine; latrines will be located in clusters adjacent to the homes. In the interior of these homes, two walls were constructed to make up a separate sleeping room. Each structure received solid wood-paneled doors on the front and back, as well as one for the interior room. Each home also received window coverings. Shutters were made of wood — no glass here. In spite of the small size, these homes

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RoofingContractor February 2012

Q Volunteers installed the metal roof system on the 6/12-pitched roofs. Scaffolding was used for all work done at height.

are more than acceptable in the eyes of their new owners. Haitians have long since learned how to endure challenging living conditions, including tight living quarters.

So we made it to the end of the week and 100 homes were brought to a point of completion (or at least a high percentage of completion). All the doors and windows were not in at week’s end,

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About the Jimmy and Rosalynn Carter Work Projects The 2011 Jimmy and Rosalynn Carter Work Project in Haiti was the 28th that the former president, Jimmy Carter, and his wife, Rosalynn, have spearheaded. Carter is frequently credited as the founder of Habitat for Humanity, but he is not. He is, however, Habitat’s most famous volunteer and there should be no doubt that the housing ministry’s visibility was raised exponentially when the Carter’s joined the work of Habitat. In addition to working with Habitat for Humanity, the Carters founded the Atlanta-based Carter Center, which works in partnership with Emory University, to advance human rights and alleviating human suffering. President Carter has been active in Haiti for years and cited this as his ninth visit to the country. The Carters spent the week in Haiti working alongside the other volunteers and homeowners, which they have done on all of the previous Carter Work Project. The only time away is typically spent advocating for Habitat for Humanity and other ways of ending substandard housing in the region where the Project is being held. In Haiti the Carters welcomed Haiti’s president to the work site, visited with Haiti’s prime minister, and took a side trip to meet with government officials in the neighboring Dominican Republic. Historically the Carters plan their work projects well in advance working with local Habitat for Humanity affiliates. They have performed one project domestically followed by one internationally, every other year. President Carter announced during the build in Haiti that the tradition will be broken as he plans to return to Haiti in 2012 to continue building. Carter cited his affection for the Haitian people and the profound need for simple decent housing there, especially since the earthquake of Jan. 12, 2010.

Q Jimmy and Rosalynn Carter Work worked alongside volunteers on the project, the 28th that the former president and his wife have spearheaded. © 2012 Joe Carlson Studio, Inc.

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but the exterior walls and roofs were all on. They were “in the dry” and would be soon completed by Haiti’s affiliate of Habitat for Humanity and the homeowners themselves. By making safety a priority (and by downing more than 3,000 bottles of water a day) our group of volunteers made it through the week without a major heat-related incident. For that matter, we made it through the week with only bumps, bruises, minor punctures, and a few stitches. At the end of this remarkable week I remember being tired, but I will forget that. We struggled to get the framing right and the sun was really hot sometimes and the living conditions were Spartan. I will forget most of that, too. But I will not forget the Haitian people who will live in the homes we worked on or the remarkable team of volunteers I shared the week with in Haiti. Rick Damato is the editorial director of Roofing Contractor. He can be reached at [email protected].

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hen most people think of New Mexico, they think of the muted adobe buildings of Sante Fe or the famous natural wonders of Carlsbad Caverns or White Sands Natural Monument. What they probably don’t picture is the world’s first commercial spaceport for launching customers into space; but that’s exactly what they would find in the southern part of the state. A visionary project of the New Mexico Space Authority (NMSA), a state agency created to develop commercial space travel, Spaceport America will be home to Virgin Galactic’s spaceflight program. Its smooth, spaceship-like design lies low within the desert, blending the feeling and mystery of space flight with the color and character of the New Mexico landscape. Using local materials and construction techniques, the high-performance facility is both sustainable and environmentally conscious.

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building. Its unique design called for minimal impact to the viewshed as seen from the historic El Camino Real Trail, while providing the NMSA and Virgin Galactic with an iconic building for their headquarters and space flight operations. “The result was a magnificent, one-of-a-kind facility built in harmony with the natural surroundings of the area,” said David Hassard, principal architect in charge of the project at SMPC. Officially named “Virgin Galactic Gateway to Space” at a dedication event on Oct. 17, 2011, the three-story terminal hanger facility is cut into the existing sloping grade, and its earth-toned exterior resembles the low, rolling hills of the surrounding desert. The 110,000 square foot structure, which is designed to achieve LEED Gold certification, includes administrative facilities, hanger space for the planes and spaceships, pre-flight and post-flight training areas, mission control room, and lounges. Notable features include 60-foot roof height, a viewing gallery with large windows facing the runway, arcing hanger doors that span 160-foot wide openings, passive heating/ cooling and natural lighting, and a rolling roof whose shape resembles a manta ray.

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SPACEPORT AMERICA

Q The rooftop of Spaceport America’s terminal hanger facility was topped off with three different colors of Kymax coatings to achieve a mottled finish, enhancing the facility’s organic appearance. Photo courtesy of Foster + Partners/Photo: Nigel Young.

sure it adhered nice and solidly. A Kymax® basecoat was applied next using airless sprayers at 100 percent coverage, followed by three Kymax topcoat finishes at various coverage percentages to artistically create the desired mottled appearance. The UCC, ADHERE IT, ROOF MATE and Kymax products were all supplied by United Coatings, a Quest Construction Products brand.

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over 180 feet with a 45-foot cantilever at the eastern edge, a blackened stainless steel bull nose edge around the perimeter, a U-shaped clerestory in the center, and 42 skylights on top. The roof assembly provided by Firestone Building Products, which was recommended by Upland Corporation (Firestone’s local representative) and installed by Progressive Roofing LLC, consisted of 90,000 square feet of 60-mil EPDM membrane that was fully adhered to ½-inch ISOGuard™ HD cover foam board and three layers of 2-inch ISO to achieve a minimum thermal insulation value of R-38. “Underneath the metal deck is a medium density sprayed cementitious QSpaceport America, located near Las Cruces, N.M., is the future home of Virgin Galactic’s suborbital spaceliner fleet. Photo courtesy of Foster + Partners/Photo: Nigel Young.

fireproofing that provides additional insulating qualities,” added Hassard. “The deck also has an air space, underlayment gypsum sheathing board, and a vapor barrier to complete the fire-rated assembly.” After installation of the EPDM membrane, the entire roof assembly was power washed with United Cleaning Concentrate (UCC) prior to applying an ADHERE-IT® rinse primer to the EPDM surface, which was then pressure washed after 15 or 20 minutes. A ROOF MATE™ coating for waterproofing, which provides a highly coherent bond to the subsequent Kymax® coatings, was then sprayed down at 100 percent coverage and back rolled to make

“In this part of the country, there is concern about heat gain and degradation of roofing materials over time due to the extreme weather conditions,” said Steve Elsley, project manager for Progressive Roofing. “As such, durability and sustainability of the color are two very important performance considerations when choosing a topcoat finish. “Based on our experience, the Kymax coating holds up very well under demanding weather conditions and also comes with a 10-year warranty against cracking, delamination, and discoloration.” Kymax coating is a thin-build elastomeric coating that provides long-term color stability, resistance to dirt build-up, and protection against severe weather conditions. It is based on Kynar Aquatec® latex, an emulsion-based PVDF fluoropolymer technology developed by Arkema Inc. that provides similar durability and performance as Kynar 500® PVDF resin-based coatings. However, unlike factory-applied Kynar 500 resin-based coatings, coatings based on Kynar Aquatec latex cure at ambient temperatures, meaning they can be field applied to a variety of substrates, including metal, PVC, SPF, concrete and wood, and as a finish coat over acrylic basecoats. Another benefit of the coating is the potential energy savings created by its ability to resist biological growth and other external factors that reduce the reflectivity of traditional roofing materials.

Stealth Finish In addition to protecting the EPDM with a “light-sandy-colored” Kymax ® basecoat, the plan called for three additional layers of Kymax coating to achieve a mottled finish and mimic the coloration of the surrounding landscape. To facilitate the artistic application process, Foster +

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RoofingContractor February 2012

SPACEPORT AMERICA

Partners provided a series of computergenerated drawings of the entire roof showing the desired colors and where the coatings would go down in terms of the percentages. The first top coat was a light tan color (RAL 8011) at 75 percent coverage, the second top coat was reddish brown (RAL 8014) at 65 percent coverage, and the third top coat was a mocha color (RAL 8001) at 35 percent coverage. “The trickiest part was finding the optimal application technique for replicating the original faux finish mockup,” said Hassard. “The team experimented with different approaches of spraying, rolling and brushing the coatings on the roof and we tried spraying at different intervals in different ways and in different combinations for all of these different application approaches. We even tried using special rollers that had an unevenness associated with them so they wouldn’t create a solid coverage with one pass.” From April to October 2010, the team created many different samples using various application techniques to get the

QMany coated EPDM samples were created using various application techniques to get the mottled appearance, and the final 15 x 30 foot piece was temporarily installed on the roof for final approval. Photo courtesy of Progressive Roofing.

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QNow open for business, the “Virgin Galactic Gateway to Space” at Spaceport America is the world’s first commercial spaceport terminal. Photo courtesy of Foster + Partners/Photo: Nigel Young.

mottled appearance, as well as to confirm the color formulation for each of the coats. The final mockup (trial assembly) was a

15-foot-by-30-foot piece of EPDM that was coated in Progressive Roofing’s yard and then temporarily installed on the roof of the

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terminal hanger facility for final approval. The sequence and application method had a great bearing on the success of this

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critical phase of the project. Relying on a spray technique allowed Progressive Roofing to achieve that unique faux type finish because if they tried to roll on the coating or apply it by some other application method it would just go on too heavy and not allow the applicator to effectively blend in the colors together.

Eye on the Skies Weather is a major factor in applying coatings and one of the biggest challenges that the roofing contractor dealt with in this project. The temperature has to be at a minimum of 50 degrees Fahrenheit for two hours before application can start, and the wind has to be 15 mph or less to spray on the coating. As historically, the weather would not allow the coatings to be applied before mid-Spring, it was decided to start applying the coatings in May. Due to winds and temperature conditions, however, the start date was pushed back to the first week of June.

“The winds were our biggest enemy,” said Elsley. “We would actually have to start at dawn and work until about 10 or 11 a.m. each morning and at that point the winds would get too strong where we couldn’t spray any longer. In addition, the altitude at the spaceport is 4600 feet above sea level, and it is not uncommon to have 35 degree temperature swings in a 24-hour period during this time of year. Dealing with these types of temperature variations were also challenging.” Approximately 600 gallons of the Kymax coatings were applied, working from the perimeters of the roof towards the center. “We were very pleased with how the spray technique worked,” said Elsley. “We achieved the desired mottled and four-colored appearance by using different nozzles so that we didn’t get 100 percent coverage, and it allowed us to do final touchups to take out some of the high and low spots so there wasn’t as much contrast.”

“The Kymax coating also mixed and sprayed very well,” Elsley added. “We have used EPDM roofing systems for over 30 years and have sprayed millions of square feet of coatings. We use Kymax coating all over the place, and we will definitely use it again, especially in projects requiring custom color and where customers want a high quality coating that will keep that color for 10, 15, 20 years or more.” For more information on Kymax coatings, visit www.unitedcoatings.com. For more information on Kynar Aquatec, visit www.kynaraquatec.com. For more information about Firestone EPDM roofing systems, visit http://www.firestonebpco. com/roofing/epdm. Shawn Carney (509-998-6263; [email protected]) is special accounts manager and Brian Day is regional sales representative (480754-8900; [email protected]) for United Coatings.

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Nationa Footp by Shawn Holiday

here were times when it seemed impossible to link companies across the vast territory of the United States. National companies are now the norm. Innovations in systems management and intricate business models have been refined into category killers — companies that dominate business segments or entire industries. Retail, finance and service businesses are consolidating to offer a national presence, and roofing contractors are no exception. There have been several examples of how to create a contracting organization with a national footprint that meets a new trend: clients who demand a single source to keep thousands of buildings dry. The recent belt tightening in corporate America means shifting much of the maintenance and tracking to outside sources, which can effectively manage roofing systems and energy savings while responding to leaks in short order — all with one phone call. “These retailers want to know you can cover them, no matter where they are,” said Dale Tyler, president of National Roofing Partners, a network of more than 60 independent contractors with over 100 service locations headquartered in Dallas. “Believe me, they do not staff these facilities like they used to. That’s a real paradigm shift.”

T

Going Big There are just a handful of organizations that could be said to have a true national presence in the roofing industry. CentiMark and Tecta America are two large contractors that cover the entire country — they are top-down

64

RoofingContractor February 2012

al print Contractors Join Forces to Cover the Country

corporate structures that have purchased and expanded firms to broaden their reach. This article will focus on another approach that taps into the combined power of independent contractors. RoofConnect and National Roofing Partners are affiliate groups that allow contractors to maintain ownership of their firms while tapping into the resources of a super association. Purchasing power is multiplied, reports are uniform, and the ability to join forces with fellow contractors who aren’t out to eat your lunch is reassuring. “RoofConnect allows an individual member to keep their identity and work with national accounts across the country,” said David Workman, president of RoofConnect, which is based in Sheridan, Ark. “This gives them an opportunity to become a national provider.”

Pick Up More Information Online To learn more about NRP and RoofConnect, check out the online version of this article at www.RoofingContractor. com.

www.roofingcontractor.com

65

National Footprint

Q Supreme Roofing in Dallas is a RoofConnect member company that generates a lot of reroofing work from service calls.

Founded in 2002, RoofConnect has more than 110 locations with thousands in its workforce, including a national sales team that can personally call on facility managers, some of whom must oversee thousands of buildings. To service them requires computer tracking programs, electronic billing, a call center and sophisticated technical support. When there’s a roofing problem, building owners want answers, not an answering service.

“RoofConnect members have to be committed to service,” explained Workman. “They have to answer their phone.” To keep in touch, there are e-mail notices and regular meetings where company presidents can share tips, share employees and develop best practices without worrying about losing business. New ideas are field tested before being implemented company-wide and some contractors are taking them directly to the marketplace. Safe Pro, a sister company to RoofConnect member Supreme Roofing, markets an OSHA-approved roof hatch that will retrofit existing openings with something safer and more efficient. One of the biggest examples of innovation by a RoofConnect member company is a showcase of energy solutions for the rooftop installed by Burns and Scalo Roofing in Pittsburgh. “It’s a competitive group, no doubt about it,” said Workman. “The interesting thing is we’re spread out, so we have a forum to come and share that information.”

A New Kind of Showroom “The roof has been identified as wasted space,” said Jack Scalo, president of Burns and Scalo Roofing. “Now our customers are asking for more, like energy and environmental solutions.” As a building owner himself, Scalo has put his money where his roof is. Thanks to a $500,000 matching grant from the State

Q David Workman is president of RoofConnect.

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rately so that his company will collect real data on energy savings where the building usage and climate are identical. Installed in December 2010, Scalo’s showroom includes electrical meters and displays for potential clients that want proof that their investment is going to pay off. That ROI is crucial

to the sale, and Scalo enjoys showing how solar can be among the safest investments around — with a decent return, too. Q Burns and Scalo Roofing’s headquarters in Pittsburgh features several different types of roof systems and solar arrays, along with rooftop gardens and advanced daylighting systems.

Q KPost Company in Dallas is a member of NRP. The company has found that leak calls can lead to opportunities for roof assessment and roof replacement.

of Pennsylvania, he installed multiple low-slope materials on different parts of his company headquarters in Pittsburgh, then mounted several different energy saving configurations, like rooftop gardens, advanced daylighting systems and several different types of solar arrays. “We’re trying to take a leadership role in roofing and show what it will become,” said Scalo. “I felt that we really needed to do it ourselves to prove that it does work.” Each section of roof is monitored sepa-

Available at building supply distributors.

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RoofingContractor February 2012

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National Footprint

That is, until state credits expired last year. Building owners, who once could recoup up to 90 percent of the capital outlay within the first year, are now faced with paying more for solar arrays bought in 2012 (There is still a 30 percent federal tax credit that is valid through 2016). This dark shadow is part of austerity measures that many governors have been facing since the economic collapse in 2008. Governor Tom Corbett slashed spending in order to close a $4.2 billion deficit, and that included financial incentives for solar. “We don’t think he’ll be able to hold that position long term,” predicted Scalo. “We think [solar is] here to stay. It’s not a fad and all states are going to have to have some kind of program. However, that is only one piece of the financial model. What we need is a federal policy.”

mendous inventory with zero tolerance for leaks. Taking on huge chunks of business like that can be daunting without proving one can handle the work. Storms are another unpredictable feature that national roofing contractors can address. While some contractors salivate at the prospect of storm repairs, disruptions with employees and materials can dash those dreams. Having access to support crews with equipment, experience and materials can save the day and leave a strong impression for future work not related to hurricanes or hail. When a couple of storms hit the Northeast, including Hurricane Irene, a rapid response was critical.

architect of RoofConnect, began forming NRP in 2006 after starting KPost in November 2003. “The contractors got together and said, ‘How do we fight this thing?’” he explained. “Part of it was defensive, but part of it was also to take advantage of opportunities. It was a conscious decision for these contractors to bond together. It was important to set a standard for the roofing industry and it’s very profitable and comforting to have this in place.”

Top Work

When Tim Rainey of Supreme Roofing in Dallas met with other founders of RoofConnect in 2001, they were familiar with each other through the NRCA. They agreed that it would take a real commitment to service in order for this venture to work. Rainey learned how important a reliable service crew can be when he started The Hole Picture making repairs in 1987. Even if the The focus for NRP is service, leak turns out to be unrelated to the assessment and maintenance proroof, follow through is important. grams. Many clients have zero tol“You have to stay there and help erance for leaks but don’t have the get it repaired. The people servicresources to oversee every repair ing the job understand that,” said or re-roof. NRP’s Tyler described a Rainey, adding that they are also typical client, AutoZone, which has expected to take measurements and roughly 4,400 stores around the pictures for future use. “You locate country. There are five managers to and report other things that may keep them running and roofing is be a concern to the building owner not at the top of their list. To obtain Q National Roofing Partners staffers shown here were attending the NRP 2011 Annual Service Provider Conference. Dale Tyler while you’re there.” and keep clients like that, jumping (far right) is the president of NRP. While some may lament the on a small repair is the perfect intro“In both cases, NRP organized crews from Highlander concept of today’s business duction. “We lead with service,” said Tyler. “We outside the area, pulling form a 7,000-plus landscape (“There can only be one!”), will take that $500 work order and service contractor employee workforce across the there is still a tremendous amount of diverthat leak. Then we’re going to have an U.S.,” said Steve Little, president of KPost sity, especially in a fragmented industry Company in Dallas, as well as chairman such as roofing. Contractors have a variety opportunity on assessment and re-roof.” Reports complete with detailed mea- of NRP. “If the contractor needs support, of choices to configure their business to surements and photographs make reports other contractors that are not experienc- meet the coming challenges. National orgaan effective tool to show that status of a ing the event can help out. If we get storm nizations such as NRP and RoofConnect particular roof and offer a range of solu- events, it’s going to affect the local clients have not only serviced Fortune 500 clients, but done a service for the roofing industry tions. Many clients have been deferring as well as the national.” The ability to summon large amounts of as a whole. replacements for years, and Tyler expects “It’s something we’ve all been workthat there will be some catching up soon. labor and materials quickly and efficiently When a company has a chance to look at is something that Little has been develop- ing on, improving the roofing contractor the roofing landscape nationwide, the num- ing for years. For him, it was a necessary image,” said Rainey. “This has helped all move to keep business because his national of us.” bers are immense. For instance, he estimates there are clients didn’t want to vet contractors every 10,000 banks, meaning several hundred time they had a leak. Once building own- Shawn Holiday is a contributing editor to will be needing roofs this year. With a quar- ers got a taste of one-stop shopping, there Roofing Contractor who has covered the ter of a million cellular sites, that’s a tre- was no going back. Little, who was a co- roofing industry since 1985.

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State

of the

by Chris King

survey

Sponsored by:

Exclusive Survey Results Show Contractors Are Optimistic About 2012

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RoofingContractor February 2012

aybe we’ve hit bottom and things are on the upswing after all. Time will tell, but it’s hard to look at the data from Roofing Contractor’s most recent State of the Industry survey without concluding that a majority of contractors feel business will improve in the year ahead. Sixty percent of survey respondents believe their

M

sales revenue will increase in 2012. They are even more optimistic about the next few years, and most results from this year’s survey show improvement over last year’s numbers. This is the fourth year in a row Roofing Contractor and BNP Media Market Research have joined forces to conduct the State of the Industry survey, which is sponsored by GAF. The survey was designed to find out how contractors view the roofing market, see how their businesses were doing, identify product trends, and assess key challenges facing the industry. The survey also asked contractors about other topics including the number of manufacturers they work with and whether or not they are in a manufacturer-sponsored certification program. It contained questions about the forthcoming International Green Construction Code (IgCC) and changes in OSHA’s residential fall protection enforcement policy. The survey was conducted from Oct. 28 through Nov. 17, 2011. BNP Market Research reached out to more than 50,000 roofing contractors for the Web-based study, and 358 qualified respondents completed surveys for a response rate of 1 percent. Upon completion of fieldwork, the data was weighted to match the 2010 U.S. Census regional distribution for national representation.

Overall Outlook Consistent with the previous three surveys, respondents to the study were typically high-ranking members of their companies. Sixty-nine percent listed their title as owner, president, CEO or vice president, while another 26 percent were managers

or supervisors. Companies reflected a wide variety of sizes both in terms of the number of employees and their annual sales volume. The companies perform a mix of residential and commercial work (Figure 1). Taken as a whole, 46 percent of their revenue came from residential replacement and 19 percent from commercial replacement. Residential repair accounted for 12 percent of revenue, while commercial repair accounted for 8 percent. New construction accounted for 15 percent of revenue, with commercial new construction at 8 percent and residential new construction at 7 percent. Thus 85 percent of total revenue in 2011 came from some sort of remedial work, either re-roofing or repairs. How did the companies surveyed do last year? More than two-thirds of them saw sales increase or stay the same in 2011, while 32 percent saw sales decline. Information on total annual sales volume for the entire survey sample is shown in Figure 2, which includes data on sales in 2011, expected sales volume for this year and the sales outlook for the next three years. • Last year: As the top line in the chart shows, 48 percent of respondents reported an increase in sales in 2011, while 32 percent reported a sales decrease. About 19 percent had sales stay about the same. These results compare favorably to those in the last two surveys, with the sales outlook consistently improving each year. • This year: A majority of contractors are optimistic that their sales volume will be even better this year. As the second line in Figure 2 shows, 60 percent of survey respondents expect sales to increase in

Figure 1. Business Revenue Sources Residential Replacement

46%

Residential Repair Residential New Construction

12% 7%

Commercial Replacement

19%

Commercial Repair

8%

Commercial New Construction

8%

www.roofingcontractor.com

73

Figure 2. Total Annual Sales Outlook

2011 2012 Over the next 3 years

-32%

+48%

-16%

+60%

-10%

Indicated Sales Decreased

19% 24%

+76%

Indicated Sales Increased

15%

Remained the same

Figure 3. Residential Sales Outlook

2011 2012 Over the next 3 years

-28%

+42%

-16%

+50%

-11%

Indicated Sales Decreased

30%

+66%

Indicated Sales Increased

35% 23%

Remained the same

Figure 4. Commercial Sales Outlook

2011

+44%

-21%

2012

-15%

Over the next 3 years

-11%

Indicated Sales Decreased

RoofingContractor February 2012

+59%

Indicated Sales Increased

2012, while only 16 percent expect them to decrease and 24 percent expect them to remain the same. • The next three years: The long-term outlook is even better, with 76 percent of contractors surveyed expecting sales volumes to increase over the next three years. The survey also broke down the data for the commercial and residential markets separately, dividing the sample as follows: respondents with at least 50 percent of their business revenue coming from residential sources were analyzed in the residential group. Respondents with at least 50 percent of revenue from commercial sources were

74

+51%

36% 34% 30%

Remained the same

classified in the commercial group. Companies in the residential group averaged $3.1 million in sales in 2011, while companies in the commercial group averaged $8 million.

The Residential Market When asked to focus solely on the residential side of their business, contractors offered their residential sales outlook, which is shown in Figure 3. • Last year: 42 percent reported an increase in residential sales, while 28 percent reported a decrease. Residential sales remained about the same for 30 percent. • This year: Half of the respondents

expect sales to increase in 2012. Sixteen percent expect sales to decrease, and 35 percent expect sales to remain the same. • Over the next three years: About two-thirds of contactors predict residential revenue will increase over the next three years; 11 percent predict it will decrease; and 23 percent expect it will stay about the same. Products installed: For contractors in the residential group, it’s no surprise that steep-slope asphalt accounted for the largest chunk of business at 45 percent (Figure 5). Single ply (16 percent) and low-slope asphalt (16 percent) accounted for the next largest pieces of the pie, followed by metal roofing (11 percent) and concrete tile (5 percent). We also asked how sales in each product category fared last year. In the residential group, steep-slope asphalt was the category with the greatest number of contractors seeing an increase — 38 percent (Figure 7). However, there were other solid performers. More than 30 percent of contractors in the residential group saw increases in the following categories in addition to steepslope asphalt: metal, cool roof coatings and single-ply roofing. When asked to predict how products in these same categories would fare in 2012, the categories that performed best last year had the best expectations for this year, but they finished in a slightly different order. Of those in the residential group, 52 percent expect increased revenue from metal roofing; 51 percent foresee increased sales for steep-slope asphalt products; 50 percent predict coating sales will increase; and 47 percent expect to do more single ply. Business conditions: The survey included several questions about the business climate, including overall business conditions, changes in the cost of doing business, and changes in the number of employees working for the company. In the residential group, 26 percent thought business conditions in the roofing industry were better, 45 percent thought they were worse, and 29 percent thought they stayed about the same. They are more optimistic about this year, as 38 percent think conditions will improve and only 21 percent feel they will deteriorate; 41 percent believe they will remain unchanged. The

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Figure 5. Percentage of Sales by Product: Residential Steep-slope asphalt

45%

Single-ply roofing

16%

Low-slope asphalt

16%

Metal Roofing

11%

Concrete tile Slate

5% 2%

Other

5%

Figure 6. Percentage of Sales by Product: Commercial Single-ply roofing

45%

Low-slope asphalt

19%

Metal Roofing

17%

Steep-slope asphalt

Other

2% 2% 9%

vast majority of residential contractors — 90 percent — saw prices increase last year, and 85 percent expect them to continue to rise this year. Number of employees: Companies in the residential group had an average of 13 employees in 2011. Twenty-nine percent of the companies in the residential group added workers last year, while 32 percent shed workers. Relationships with manufacturers: The survey data seems to reflect stable relationships between contractors and the manufacturers they purchase products from. Most residential contractors purchased products from an average of three companies in each product category, and few changed the number of suppliers in any category (the greatest number was in steepslope asphalt, where 17 percent increased the number of manufacturers they use). The vast majority of contractors surveyed

76

The Commercial Market

8%

Slate Concrete tile

from 1 to 5 to determine which ones they thought would have the most impact in the year ahead. The answers for the residential group are shown below, along with the percentage of respondents who checked the top two responses (“impactful” and “very impactful”). In the residential group, the problems contractors thought would have the most impact this year included: 1. Increased material costs (80 percent) 2. The weak economy (76 percent) 3. Insurance and health care costs (76 percent) 4. Lowball pricing/bidding wars (74 percent) 5. Government intervention/regulation (64 percent) 6. Cash flow/financing (59 percent) 7. Finding qualified workers (52 percent)

RoofingContractor February 2012

did not plan to make changes in 2012, as at least 75 percent of them did not plan to increase or decrease the number of manufacturers they dealt with. Certification programs: The survey asked if contractors were members of any manufacturer-sponsored programs certifying their expertise in installing their products. In the residential group, 60 percent said yes. Of those that did participate, 48 percent were certified with one or two manufacturers, while the average for the group was three manufacturers. A majority of contractors who participated in manufacturer-sponsored programs found them helpful. More than 80 percent found them at least somewhat helpful when it comes to training their employees, and 77 percent said they were at least somewhat important in promoting their businesses. Key challenges in 2012: Contractors were asked to rate a number of issues

Contractors were asked to focus on their commercial roofing sales, and they offered the following data regarding the sales outlook for the commercial market, which is shown in Figure 4. • Last year: Sales for those in the commercial group were slightly better than those in the residential group for last year. In 2011, sales were up for 44 percent of companies in the commercial group. Sales were down for 21 percent and about the same for 36 percent. • This year: Just over half (51 percent) of the respondents expect sales to increase in 2012. Fifteen percent expect sales to decrease this year, and 34 percent expect sales to remain the same. • Over the next three years: Fifty-nine percent of contactors surveyed believe their revenue from commercial jobs will increase in the next few years. Revenue from products installed: For contractors in the commercial group, single ply accounted for 45 percent of all revenue, by far the largest amount (Figure 6). Lowslope asphalt (19 percent) and metal (17 percent) were the next largest categories, and all other products accounted for less than 10 percent of the total. Breaking down 2011 sales by product category, we see that there were several categories that saw a large number of respondents in the commercial group reporting increases in sales over the previous year

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Figure 7. Change in 2011 Product Sales: Residential

-23%

Metal Roofing

+34%

-25%

Low-slope asphalt

Concrete tile

50% 52%

+23%

-18%

Solar

54%

+31%

-18%

Single-ply roofing

42%

+34%

-12%

Cool roof coatings

37%

+38%

-25%

Steep-slope asphalt

+19%

63%

+12%

-25%

Slate

-22%

+10%

Garden roofing

-19%

+8%

Indicated Sales Decreased

62% 68% 73%

Indicated Sales Increased

Remained the same

Figure 8. Change in 2011 Product Sales: Commercial

Single-ply roofing

-13%

Cool roof coatings

-14%

Metal Roofing

-15%

Garden roofing

-14%

Lowslope asphalt Solar

-36%

+32%

53%

+28%

-8%

57% 39%

-23%

Concrete tile

-23% -19%

+20%

72%

+19%

57% 71%

+6% +6%

Indicated Sales Decreased

75%

Indicated Sales Increased

(Figure 8). More than half (54 percent) of all contractors in the commercial group reported an increase in single-ply roofing revenue. Other products seeing the greatest

78

47%

+38%

+25%

Steep-slope asphalt

Slate

32%

+54%

RoofingContractor February 2012

Remained the same

increases included cool roof coatings (38 percent), metal (32 percent) and garden roofs (28 percent). Sixty-two percent of contractors in the

commercial group predicted revenue from single ply would continue to increase this year. Other categories with strong outlooks for growth include cool roof coatings (50 percent), garden roofing (45 percent), lowslope asphalt (40 percent), metal (39 percent) and solar (37 percent). Business conditions: Those in the commercial group had a slightly more positive take on overall business conditions than did those in the residential group. Twenty-nine percent of respondents from the commercial business conditions improved in 2011, and 48 believe conditions will improve this year. Forty-one percent indicated conditions worsened last year and 25 percent expect them to worsen this year. Number of employees: Companies in the commercial group averaged 220 employees. Thirty-seven percent of them hired more workers last year, while 24 percent employed fewer workers in 2011. More than half of the companies in this group expect to hire more workers next year. Relationships with manufacturers: Like their counterparts in the residential group, those in the commercial group purchased products from an average of three companies in each product category. Relatively few changed the number of suppliers in any given category last year; the greatest change was in the single-ply category, which saw 25 percent of companies in the group reported an increase in the number of single-ply manufacturers. At least 80 percent of them don’t foresee changes in the number of manufacturers they purchase products from in any category in 2012. Certification programs: Those companies in the commercial group were more likely to be part of a manufacturer-sponsored certification program than those in the residential group. Eighty-five percent of those in the commercial group belonged to at least one such program (compared to 60 percent in the residential group), and they were members of groups from an average of seven manufacturers (as opposed to an average of three in the residential group). A majority of contractors who participated in manufacturer-sponsored programs found them helpful: 88 percent reported that certification programs were at least somewhat helpful with employee training, and 83 percent said they were at least somewhat

important in promoting their businesses. Key challenges in 2012: Contractors in the commercial group rated the issues they thought would have the most impact this way: 1. Insurance and health care costs (83 percent) 2. The weak economy (76 percent) 3. Government intervention/regulation (72 percent) 4. Increased material costs (71 percent) 5. Lowball pricing/bidding wars (70 percent) 6. Finding qualified workers (61 percent) 7. Cash flow/financing (56 percent)

Green Codes and OSHA Compliance The survey also included some questions on specific items, including the International Green Construction Code (IgCC) and OSHA enforcement procedures. The International Code Council (ICC) will soon publish the IgCC, and many expect it to be incorporated by various local codes. It contains stipulations that could be very important to the roofing world, including requirements regarding recycled content and energy efficiency, but the survey indicates contractors are not very familiar with the code (Figure 9). Only 7 percent of contractors in the residential group and 10 percent in the commercial group indicated they were familiar or very familiar with it, while those “not very familiar’ or ‘not at all familiar” with it totaled 73 percent in the residential group and 65 percent in the commercial group. This appears to be an area where more education is needed. OSHA issued a revision in its residential fall protection directive in 2011, and the survey asked contractors if they had changed the way they handle safety on residential roofing projects as a result. Fifty-six percent said yes, while 44 percent answered no. Of those who did change their residential safety procedures, 86 percent increased the use of harnesses and personal fall arrest systems, 78 percent increased training of personnel, 21 percent increased the use of guardrails, and 16 percent eliminated the use of slide guards. For those who indicated they had not made changes due to the directive, 51 percent said they were already in compliance with

Figure 9. Familiarity With IgCC Very familiar

2%



Familiar

Residential

3%

Commercial

5% 7%

Somewhat familiar

21% 26% 42%

Not very familiar

Not at all familiar

the standards in the new directive, 32 percent saw no need to alter existing methods, and 15 percent did not know about the changes.

Business Advice Besides being asked about the problems facing the industry, contractors were also asked if they had any advice for other roofing contractors looking to have a profitable and successful future in the industry. A very high percentage of survey respondents — 95 percent — took advantage of the opportunity to include some comments, and we’ll give them the last word on the subject. While a few urged people to find another line of work, most offered detailed responses that stuck to the basics of sound business practices. The most common themes included: • Exercise careful financial management: know your costs, cut overhead and price jobs correctly. • Make ethics a priority: Integrity and honesty are essential. • Perform top-quality work: There is no substitute. Do not cut corners. • Take care of your customers: Make sure the customer is satisfied. • Take care of your employees: Surround yourself with good people, make sure they are well trained and follow proper safety procedures. One respondent summed up the keys to success this way: “Maintain profit-

37% 31% 28%

ability, minimize debt, promote integrity and honesty, and make a long-term commitment to the roofing industry.” “Stay educated about the industry,” advised another. “Join a roofing association — either national, regional or state — to help you through the maze of regulations and product information.” One contractor summed it up this way: “Be honest and trustworthy and hire the same type of people. Don’t promise what you can’t deliver, deliver what you promise and actively ask for referrals.” Chris King is editor of Roofing Contractor. He can be reached at 248-244-6497 or [email protected].

Pick Up More Information Online For more information about the State of the Industry Study, check out the online version of this article at www.RoofingContractor.com.

www.roofingcontractor.com

79

State

of the

by Chris King

Report Sponsored by:

Forging Ahead Despite Numerous Challenges 80

RoofingContractor February 2012

oofing Contractor asked a variety of industry insiders and other professionals to share their insights on key trends they’ve indentified in the commercial and residential roofing markets and offer advice on the key problems facing contractors in the year ahead. Representatives from manufacturers, distributors, contractors and industry associations were kind enough to respond and share their unique perspectives, and we’ve compiled them here in the State of the Industry Report.

R

The Low Slope Market FMI Corp. forecasts a modest recovery in the construction market beginning this year and accelerating to 2015. But what are the expectations for the roofing industry? Some within the industry expressed cautious optimism, but almost all of them pointed to continued economic uncertainty. Bob Wamboldt, vice president and general manager of roofing systems business for Johns Manville, said, “In general, US GDP assumptions continue to be cautious and commercial building products markets appear to have the same outlook as predicted in 2011. Times continue to be difficult for markets in general and our roofing contractors. Specifically for commercial roofing markets, singleply systems will continue to grow. Modified bitumens are expected to grow slightly and BUR will be flat. We anticipate a temporary reduction of activity in the solar arena with government spending declining and rebates drying up. Longer term, the prospects for the roofing market are good and we could see a return to 2006 levels by 2016.” Kent Tolley, vice president of Quality Tile Roofing and president of the National Roofing Contractors Association (NRCA), pointed to price increases and identified other possible bumps in the road. “Trends in 2012 are projected to be the same as 2011 or slight increase in growth

Keys to Success in 2012 by Bob Tafaro 2011 was another year in which the roofing industry got little help from a sluggish economy. We made our own success by being nimble and meeting spikes in demand caused by storm activity, and by continuing to offer value to all of our customer constituents. As we all know, the economy alone has generated little momentum for the industry in recent months. At the end of 2011, public construction spending was even lower than in 2010. Still, the outlook today isn’t nearly as troubling as it was a couple of Bob Tafaro years ago. So — as has been the case for the past several months — the roofing industry cannot rely on a growing economy this year but rather has to generate growth itself by being innovative and ready to respond. Similar to our 2011 strategy, we must be able to respond to storm demand and to customer demand for “green” and longer-lasting roofing products. Likewise, financing is becoming an emerging factor in the roofing industry, given its increasing prominence in the solar industry, and with many consumers seeking finance offerings. Again, continued innovation, value, and quality are the keys to our success. In general, any increases in volume last year may have been offset by raw materials costs, which continue to rise and are expected to continue to rise next year. Sales growth last year was realized primarily in residential and TPO markets. In fact, the TPO sector performed relatively well in 2011 and continued to gain share from other single-ply alternatives. Non-residential construction has started to stabilize, albeit at a low level. Economic uncertainty is forcing us — and many other market sectors — to act smarter about earning customers’ business when times are tough. Again, innovation is key, but it’s more than simply putting new products in the marketplace. It’s also about focusing on long-term issues such as sustainability and solar products that perform well but are lightweight, easy to install, and cost competitive. Many of the best opportunities require even greater engagement and education of our end customers, such as designer shingles, solar, and a continued focus on systems. A challenge that many of us faced and met successfully in 2011 was an unusually high volume of severe storm damage in the South and Midwest. At GAF, for example, we were ready to respond thanks to a logistics team that precisely directed capacity toward storm markets without disrupting service to other customers. Manufacturing was able to run at near-capacity levels. By being prepared and responsive at critical times, we were able to improve customer satisfaction in the long term and earn future business. Looking ahead, our outlook for 2012 is guarded, at best. While some economic indicators give us reason to be hopeful, others reflect an even worsening economy. For example, one economic forecast in November for the U.S. commercial and industrial construction industry indicated that 2012 will be a year in which advances in private construction will be partially offset by ongoing declines in publicly financed construction. Another report shows housing starts up slightly in 2012 but consumer and capital spending down — indicators of an economy far from recovery. Raw materials costs are expected to increase, which could mean higher prices. So, once again, we find ourselves faced with an unstable market environment full of volatility and uncertainty. However, our industry is growing better every year at learning to survive in this economic downturn through new innovations, products with improved performance and quality, and great customer service. Ours is an industry where, if you can add value and help the customer save on future costs such as energy or replacement expenses, you can earn both their business and their trust. Ours is an industry that still has room to grow even in the toughest times. Bob Tafaro is president and chief executive officer of GAF.

www.roofingcontractor.com

81

of work,” he said. “Contractors should be aware that most manufacturers have received price increases on raw materials. This will translate to price increases on roofing materials. Freight costs continue to increase and a limited availability of truckers could mean delays in receiving materials to the jobsites. Supply and shortages of material in 2011 meant delivery of roofing materials were

delayed in some cases up to 30 days after ordering. 2012 orders should not have the same delays if manufacturers increase their inventories.” “The overall economic outlook for the commercial construction industry, and low-slope roofing specifically, is uncertain,” said Brent Fox, vice president of National Business Development, ABC Supply Co. Inc. “Some economists

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have predicted a slight uptick in growth this year compared to 2011, while others are saying the market will be flat. However, one thing is certain — new construction opportunities are a small fraction of the total low-slope market today, making re-roofing the key driver. Therefore, no matter which economic forecast turns out to be correct, those commercial roofing contractors who predominantly focus on selling their services to owners of existing buildings will fare better than those who are more dependent on new construction.” Bob Tafaro, president and CEO of GAF, also commented on the increase in maintenance work and the implications for contractors. “Commercial roofing contractors who focused solely on ‘bidding’ new work or re-roofs have struggled in the last two years,” he said. “Maintenance has become even more important and has been a focus for many commercial contractors, not least because it reduces the contractor’s liability, maintains the integrity of the manufacturer’s guarantee, and keeps other contractors away from hardearned clients.”

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“Roofing contractors can anticipate an increase in roof maintenance spending,” said Chris Salazar, chief operating officer, Karnak Corporation. “Due to the continuing economic situation, there is an increased demand for prolonging the life of existing roofs through the use of reflective roof coatings, and roof maintenance systems. This allows building owners to reduce their costs and write off the entire expense at the end of the year, rather than spreading it over several years in the case of a new roof. Most low slope roofing companies have maintenance divisions that are taking advantage of this trend. If your business isn’t one of them, you are missing out on a great opportunity.”

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“As the market migrates towards more reflective roofing surfaces, it is important to make sure that if you choose to use a coating that you are working with a recognized quality supplier with a history of producing performance grade products,” said Joseph W. Mellott, director of Business Development for The Garland Company and president of the Roof Coatings Manufacturers Associa-

tion (RCMA). “In any situation, when a market expands, you experience market entry from new suppliers, it is important to qualify these new companies by performance, not cost.”

Sustainability Several experts pointed to the increasing importance of environmentally friendly products and systems in the com-

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mercial market. John Geary, vice president of marketing for Firestone Building Products, said, “The trend for green building solutions will only continue to grow, creating a great opportunity for contractors who are prepared to deliver high performance roofing systems. The Center for Environmental Innovation in Roofing and the Roofing Industry Alliance for Progress have worked together to develop the RoofPoint™ system. This is a voluntary, consensus-based green rating system that provides a means for building owners and designers to use in selecting roof systems based on long-term energy and environmental benefits. Savvy contractors can position themselves most effectively by helping building owners and designers better understand the cost and benefits of a long-lasting roof, rather than focusing only on the initial cost of construction.”

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RoofingContractor February 2012

Chris Salazar

Reinhard Schneider, owner of RS Consulting, emphasized the role of the roof in overall building energy efficiency. “Roofs are becoming more energy efficient with higher R-values and more reflective cool roofs,” he said. “More roofs are being used as platforms for alternative energy systems and storm water retention. These photovoltaic and vegetative systems require more durable roofing substrates to handle the additional installation and maintenance traffic. Energy efficiency, durability and sustainability are being defined by organizations like RoofPoint and becoming more and more important to protect the added investment.” Dan Piché, president, Mule-Hide Products Co. Inc., said, “Keeping pace with the sustainability trend is increasingly challenging, not just for new construction, but also for re-roofing and roof maintenance projects. Contractors can position themselves for growth by

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getting educated about this trend and embracing it — recommending and installing sustainable roofing solutions, such as those with recycled content and environmentally friendly performance benefits such as energy savings or storm water management.” Christian Madsen, president of Madsen Roofing & Waterproofing, indicated owners are embracing the concept of sustainability. “In an attempt to be more green, owners are accelerating recycling requirements for roofing materials such as thermoplastics, EPDM rubber and some insulations. As owners see longer term property ownership periods on their horizons, they appear to be interested in thicker membranes when specifying single-ply systems. Finally, it appears that the re-roof market is picking up a bit due to projects deferred at the start of the recession.” Robert Reale, manager of Marketing Communications at Carlisle SynTec, expanded on the trend toward thicker

membranes. “Savvy building owners are weighing life cycle cost over installed cost,” he said. “A typical project involves costs for design, insulation, labor, and materials. A membrane upgrade only affects material costs. Thicker TPO or PVC membrane can be welded without

Joseph Mellott

changing the welder speed or temperature settings. EPDM makes use of the same seam tapes, regardless of membrane thickness. Detail flashings do not change based on the membrane thickness. With thermoplastic or elastomeric systems, labor and flashing costs should remain virtually unchanged. Increasing

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RoofingContractor February 2012

John Geary

from a 45- to a 60-mil membrane typically adds as little as 5 percent to the cost of the roofing installation while increasing its life cycle by 33 percent.” Richard L. Cook, Jr., Partner, ADC Engineering and president of RCI, Inc., pointed to key concerns regarding air barriers and insulation. “The low sloped roofing market is ever changing, but several recent trends/issues need to be considered, including (1) lack of coordination of the air barrier system of exterior walls with the roof system and (2) arbitrary increases in insulation thickness within the roof system without consideration of the effect on the systems — their attachment, fire and wind ratings, life cycle costs, and other significant performance factors.”

The Residential Market The residential market was buoyed by storm work last year. Bob Feury Jr., CEO of Allied Building Products, cautioned that all the storm business last

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Stay Ahead of the Curve on Codes by Mike Ennis There are several trends roofing contractors need to be aware in the low-slope roofing market. First, the requirements for low VOC adhesives and sealants will become even stricter. This will lead to the greater use of water-based systems. SPRI, the association representing sheet membrane and component suppliers to the commercial roofing industry, would also like to increase the industry’s awareness of ANSI/SPRI ES-1. The revised version of this standard combines ES-1 and FM 4435, so roofing profesMike Ennis sionals may want to start designing to the revised standard. At the same time, there will be a greater push for full systems and single-source warranties. SPRI is currently working to get several standards — including WD-1, RP-14, VF-1 and GD-1 — into the 2015 version of the International Building Code. If these efforts are successful, then roofing professionals will want to stay ahead of the curve and start designing to these standards. However, the success of SPRI’s efforts in this area will not be known until this time next year. In the interim, SPRI members will continue to identify areas within the industry that will benefit from the collective efforts of the association. Whether it is the development of standards, performing technical research, providing input to industry codes or developing industry education programs, SPRI’s focus is to provide unbiased information that will enhance the community of knowledge and to help advance the industry as a whole. Mike Ennis is the technical director of SPRI, the association representing sheet membrane and component suppliers to the commercial roofing industry. For more information, visit www.spri.org.

year makes it hard to predict how quickly the market will improve. “Overall the 2011 roofing market saw surprising growth over the previous year levels,” he said. “Storm activity certainly contributed to this growth and would pose a challenge to predict this year’s overall market. In both the residential and commercial space, the unexpected growth could be cause for over-optimism coming into the new year. One thing to keep in mind should be that it is too soon to rely on the economy to drive industry growth.” Feury also pointed to possible price increases. “Asphalt continues to drive the price of related building products (shingles, builtup roofing, modified bitumen), and the instability as well as volatility remains a real issue for our contractors as well as manufacturers,” he said. “Overall raw material prices remain high, and

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RoofingContractor February 2012

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Sell on Value by David Harrison

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The roofing business continues to be challenging. Buyers are postponing decisions when possible due to concerns about the economy. Even quality competitors are often returning to trying to convert business based on price rather than differentiating with their value. What’s a David Harrison contractor to do? My general advice — stay the course! The very minute you compete based on being an equivalent or lower price than your competitor, you are on a slippery slope. When you become known for price, your reputation for price sticks with you. When you have a reputation for value, you’ll get through the difficult times and strengthen your business. So what is selling on value? In the roofing industry, we are in the business of preventing problems. All contractors claim to do the same things: (A) evaluate your needs; (B) specify a solution; (C) install the product; and (D) provide a warranty. The reality is, unless the customer believes that there is a potential risk in their decision and also believes that you can help reduce that risk, then you have not provided a value. The potential risk areas through the client’s eyes include the contractor they choose, the manufacturer used and the warranty for protection — why would they pay one penny more for you! The key therefore in selling value is not just sharing what you are going to do, but be very clear about what makes you different. If you don’t explain the differences, other contractors that the customer trusts will essentially get credit for knowing and likely doing what you shared is the right approach even if they never mentioned it. When do you focus on differentiating? Ideally, first on the incoming call to establish the appointment. Second, when you meet with the customer to identify their needs and evaluate the roof situation. Third, by making your proposal a true selling document rather than an itemized estimate. Fourth, in the follow up. People who utilized you because of your price as opposed to value are not as likely to recommend you to their friends and family. That’s because if they bought on price — and recommend you — and the friend gets a price higher than other contractors, they’ll look stupid. But when they buy on value, there is a reason that they know you provide that will make them look good — and not put them at risk of looking bad. Frankly, the approach to referrals is one of the biggest differences between contractors that I see making money and those that just get by. As a rule of thumb, if at least 50 percent of your business is not from referrals, there may be a problem. David Harrison is president of Harrison Management Consultants.

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Keep a Watchful Eye on Washington by Craig Brightup The debate over renewing the payroll tax cut will pick up in February where it left off at the end of 2011, and the budget debate between the White House and congressional Republicans will be further exacerbated by a presidential election that focuses on Bush-era tax rates scheduled to expire Jan. 1, 2013. President Obama will continue to demand that those earning more than $200,000 annually pay higher rates, which would hit millions of small businesses including roofing contractors. These wage earners also will get hit in 2013 by “ObamaCare’s” 0.9-percent surtax on top of the 2.9 percent Medicare tax and a 3.8 percent surcharge on investment income. With issues of this magnitude, the fight over taxes will last through 2012 and not be resolved until after the election. The regulatory fight will go on, too, with layers of new regulations continuing to hinder business. One Craig Brightup example is the Dec. 10, 2010, decision by OSHA to rescind its fall protection enforcement directive for steep slope roofing that allowed for the use of slide guards on residential roofs. Since 1995, the old directive provided needed flexibility for maximum worker safety. However, OSHA replaced it with a new directive that is more rigid and less safe, and has in the wings a silica rule and proposals on recordkeeping and safety programs. Actions from other agencies such as the EPA and National Labor Relations Board (NLRB) also are not helping roofing contractors and, as shown by the president’s recess appointments to the NLRB, regulatory relief will not be possible until after the election. However, despite no movement on immigration legislation, Congress was able to stop DOL wage regulations for the H-2B visa program that included a $10-an-hour increase for construction. This was done through bipartisan language to defund the regulations in a spending bill to keep the government running through Sept. 31, 2012. Hopefully, a bipartisan consensus will emerge regarding energy-efficiency tax incentives, too. The homeowner energyefficiency tax credit (IRC Sec. 25C) is one of some 60 tax credits that expired Dec. 31, 2011, and Congress typically considers all of them in a “tax-extenders” bill. The Residential Energy Efficient Tax Credit Industry Coalition is advocating a formula with a $1,000 cap and that all roofing products that meet Energy Star requirements be eligible for the credit. Bipartisan legislation to that effect is expected to be introduced by spring if not sooner. It is crucial that roofing contractors make their voices heard in Washington, D.C. Equally important is getting involved in the election process to see that on Nov. 6, 2012, enough pro-business candidates are put in office that growth policies can be enacted to jump-start the economy and construction. Craig Brightup is CEO of The Brightup Group LLC. could continue to escalate in 2012 based on preliminary reports.” The housing market may still be tough, but one result is that people are staying in their homes longer, and this can provide incentive to invest in a higher-quality roof system. Kirk Villar, vice president, residential sales and marketing, Atlas Roofing, thinks these factors will help boost re-roofing work. “There will be a trend towards roof replacement as homeowners will be staying longer in their

Reinhard Schneider

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Dan Piché

existing homes and will need to replace their roofs or upgrade the curb appeal,” he said. “There will be increased competition to offer better materials and better technology.” “In the current economy homeowners understandably remain value-conscious about their home improvement choices,” said Sheree Bargabos, president of Owens Corning Roofing and Asphalt and president of the Asphalt Roofing Manufacturers Association (ARMA). “When it comes to making a roofing product selection, asphalt shingles are known to perform well and offer value. It remains a durable, reliable choice that offers a wide range of aesthetics. As a result, the sale of asphalt shingles continues to represent the core of the steep slope business.” “Roofing manufacturers have seen an increase in popularity for residential designer asphalt shingles in recent years,” said Reed Hitchcock, executive vice president of ARMA. “Customers want to be

Christian Madsen

Richard L. Cook Jr.

Kirk Villar

Reed Hitchcock

able to choose from a wide variety of color shades, textures and styles when specifying a roofing system for their property. Today, homeowners can replicate the curb appeal of a slate roof or a wooden shake roof with the reliability and affordability of asphalt shingles. The different designer asphalt shingle trends are likely to be directly related to the architecture found in the various regions. The options are endless when it comes to designing an asphalt shingle roofing system, but some homeowners still try and imitate the appearance of non-asphaltic materials. However, asphalt shingles can give a homeowner a similar look and feel to alternative roofing materials but at a more affordable price and with superior safety ratings.” Jonathan Wierengo, vice president of marketing for The Tapco Group, is optimistic that sales of composite shingles will increase in 2012. “Composite shake roofing has become very attractive to

homeowners for a few reasons,” he said. “First is the style factor. Another reason is because many municipalities now prohibit replacing shake roofs with new wood shake because of fire risk. So we’re seeing it perform very strongly in the Northeast and Mid-Atlantic, as well as in areas like the West that have the fire risk concern.”

The Metal Market Rick Pogue, owner of Arrowhead Building Supply, agrees that the composite roofing segment will see gains this year, but he believes the outlook for metal systems is even better. “I have seen industry reports that forecast an increase in metal roofing systems as high as 20 percent over the next 5-10 years. That certainly does seem to be a possibility to me,” he said. “Historically, the Midwest is the slowest to accept industry changes and metal roofing is certainly trending upward in the heart of the country. My ‘crystal ball’ foresees that as the technol-

Jonathan Wierengo

Rick Pogue

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ogy with metal roofing systems improves over time, metal will continue to grow, especially once you add the rising costs of asphalt roofing products to the mix.” Todd Miller, president of Isaiah Industries, Inc., and vice chair of the Metal Construction Association (MCA), emphasized the growing number of options when it comes to residential metal roofs. “Homeowners are increasingly aware of the product type and color options available in metal roofing,” he said. “For that reason, it makes sense for contractors to learn all they can by taking advantage of available training programs, as well as by attending METALCON.” Bo Hudson, CEO of DECRA Stone Coated Steel Roofing, also pointed to recent improvements in metal products. “One of the most significant trends is the development of easier-to-install metal shingles,” he said. “In general, both residential and commercial metal roofing has been perceived as costly and difficult

Todd Miller

Bo Hudson

Jim Bush

to install. Metal was seen as a material you needed special training and proper tools to install, while asphalt can be installed by just about anyone. We’ve tried to keep this in mind when designing our latest products, making them easy to install with no special tools needed, fastening direct to deck. Additionally, improvements to product performance such as the ability to withstand stronger winds, larger hail, etc. will also continue.” “In both the commercial and residential sectors, I think contractors should be aware of the renovation and retrofit side of the business,” said Jim Bush, vice president of sales for ATAS International Inc. “I believe these opportunities should far exceed new construction. A contractor should also realize that, in this market, he can be viewed as a consultant on a project and identify additional value added elements into a project. This can include additional energy features, such as cool roof technology, including reflective painted roofs, above sheathing ventilation and photovoltaic systems. I think contractors need to realize that as consumers and building owners become better educated about roofing products, contractors must begin to consider themselves as consultants to their clients.”

New Technology Many of the people we spoke with pointed to quantum leaps in technology and urged contractors to take advantage of the efficiencies they could provide. Richard Spanton Jr., CEO, AccuLynx.com, summed it up this way: “I believe steep slope roofing contractors need to be aware of new technologies offered to the industry. There are many business software solutions, aerial roof measurement companies, estimating tools and of course phone and tablet

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Don’t Let Economy Get the Best of You by Duane Cummings As we face 2012, many roofing contractors would say the biggest problem they must address is the continued slowing of the economy. Compounding their concern is the fact this is a presidential election year. Typically, spending and investment come to a slow drizzle as everyone waits to see what will happen with the political landscape. So, the idea of backto-back years dealing with a sluggish economy has contractors fearful, defensive, and looking for ideas and suggestions. In 2011, many companies faced layoffs, cutbacks, and in Duane Cummings some cases closure. The blame initially went to a reduced number of opportunities and a larger and hungrier number of competitors in the marketplace. But, after additional analysis, the struggling economy uncovered the fact that many contractors had lost focus and control of their overhead and day-today operational spending. Unfortunately, they also took on jobs that had no chance of being profitable to keep the cash flowing and “feed the monster.” Although it took a while to discover, there is a silver lining. Regardless of the current outlook, there are reasons to be optimistic. First, we need only look back at our history and realize economies are cyclical and things will change. Second, thankfully many companies have already made drastic cuts due to the challenging economy and are now running “lean.” With lower overhead and a watchful eye on their operating costs, they can once again begin to look for profit instead of focusing on spiraling losses. The third bright spot that should be celebrated is the number of highly experienced professionals looking for employment opportunities. Now is a fantastic time to put together an “A” team for the upcoming year. And finally, if you have additional time on your hands while things are slow, that time can be used to get out and build solid relationships with customers and vendors. Although initially the glass looked half empty, I think you can now agree that it may be half full. Yes, the economy is shaky and there is reason to be concerned. But, rather than letting it get the best of you, I recommend you simply keep looking forward, be thankful for the wakeup call, continue to keep overhead down, maintain a sharp eye on operating expenses, acquire and train the very best team possible, give proper attention to the bidding and buying process, pick and choose projects appropriately, and above all else, spend this time getting to know your customers and vendors. By doing these things, companies tip the scales of success and profitability in their favor, even in a scary economy. Duane Cummings is founder of the The Sensational Group.

Richard Spanton Jr.

Pat Nussbeck

apps available. These tools can be used to greatly enhance efficiencies, profitability, and organizational structure. Technology can also tremendously reduce time and increase accuracy in a roofing business.

Ray Smith

Chris Barrow

Roofing contractors should research what options are available and adopt solutions to enhance their business model.” “Consumers and insurance carriers today expect a much higher level of ser-

www.roofingcontractor.com

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Legal Issues to Watch

by Trenton H. Cotney Given the financial state of the economy, one of the biggest issues that roofing contractors face and will continue to face is properly estimating projects. With the increase in government oversight from the EPA, OSHA, the Department of Labor and other government agencies, contractors often fail to account for increased Trenton H. Cotney safety measures or payroll requirements that may dramatically increase the overhead cost of a project. From a legal standpoint, it is important for any roofing contractor to not only adequately estimate a project, but also have provisions in its contract to allow it to pass on increased regulation costs either to its customer or downstream to subcontractors and suppliers. For example, any roofing contractor working on a Davis-Bacon Project should have multiple provisions contained in its contract to require subtiers to provide certified payrolls and conform to DavisBacon requirements. Roofing contractors should also make sure to include flow down provisions so that subtiers are required to comply with the same provisions that roofing contractors follow upstream. Finally, roofing contractors should be aware, especially when doing subcontracting work, of payment provisions which may ultimately affect the ability of the roofing contractor to get paid. Over the last 3 years, OSHA has increased its inspection and citation efforts throughout the United States. While the new residential fall protection standards may increase the safety on residential jobs, OSHA has failed to adequately identify the economic impact that the fall protection requirements may have on residential roofing contractors. In addition, on both commercial and residential jobs, OSHA is reluctant to define greater hazards caused by many of the safety standards. For example, on smaller roofs and residential jobs where materials are roof stacked, the enhanced fall protection standards may create greater dangers than their non-use.

A) cool roof B) fluid-applied C) roof solution D) all of the above

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Trenton H. Cotney is a shareholder, Glenn Rasmussen Fogarty & Hooker, P.A. He specializes in construction law. vice, accuracy and accountability,” said Pat Nussbeck, CEO of Aspen Contracting, Inc. “The fact is, if you’re not willing to invest the time, money and effort it takes to keep up, you may not be in business very much longer. To insure immediate survival and long-term success, a contractor today has to be much more focused on technology and on implementing new inspection and estimating processes that allow field teams to accurately and reliably identify legitimate insurance claims.” Ray Smith, managing director of software provider AppliCad USA, emphasized that technology can pay for itself. “Do not cut corners on this — it just costs you more money,” he urged. “Get

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REGISTER AT: www.TheRoofingExpo.com/attendee to receive FREE Expo Only admission. During the online registration process, you will be asked, “How did you hear about the 2012 Expo?” Click on “Received a special code” and enter ADG as the code.

the best software and use it well. It will make you money. The depressed economy is forcing many to accept lesser standards. A business must work hard to maintain and indeed improve standards. Use the slow time to develop and implement the best possible technology in their business — investing in the future.” “Incorporating technology into everyday business practices has become a must for realizing increased efficiency and profitability,” said Chris Barrow, president and CEO of EagleView Technologies, which provides aerial measurement reports. “For any contractor who wants to remain competitive it is critical to not be afraid of technology and to be willing to try it out in their business,” Barrow stated. “With 75 percent of Americans accessing the Internet and using technology in one form or another, it is expected that the people they choose to do business with are technologically savvy as well.”

of materials, etc. However, I see the biggest problem for many contractors is less work and more competition,” said Brian Lambert, director of products and systems, The Garland Company, Inc. “The roofing contractors who provide smart bids on the right projects, who refuse to sacrifice quality, who purchase materials wisely and control their overhead — these are the contractors who will thrive in this environment and will be well positioned for better economic times.” Mike Huddleston, owner of Mike Huddleston Roofing Systems and president of the North Texas Roofing Contractors Association (NTRCA), points out that competition is one thing, but bidding against unscrupulous contractors is another. “I’m not sure if it’s the biggest problem, but one that is increasingly impacting the industry is that a portion of those calling themselves ‘roofing contractors’ are unscrupulous people with no insurance, no experience and no credit, clouding the market

Challenges Ahead Those in the roofing industry identified several key problems to keep a watchful eye out for in the year ahead beyond economic uncertainty, including increased competition, governmental regulations and code changes. They also gave advice on ways contractors could prepare themselves to combat those challenges. “There are many obstacles for the roofing contractor today — more litigation, escalating insurance premiums, increasing cost

Brian Lambert

Mike Huddleston

Ray Rosewall

with low pricing, low quality and low service,” he said. “It is up to every roofing contractor to help create an industry we are all proud of and can remain competitive in. Consumers also need to be educated, and this is something we are committed to helping with at the NTRCA through our ‘Who’s on Your Roof?’ consumer awareness campaign.” Ray Rosewall, president and CEO, DaVinci Roofscapes, concurs. “Unfortunately, these non-professionals entice the homeowner, who is coping with a high stress event, to make a quick decision,” he said. “They price the project to undercut the ‘Class A’ true professionals we rely on to sell, install and support our 50-year warranted roofing products,” he said. “What can be done about this situation? Ongoing advertising and communication that educates consumers on the importance of using a reputable contractor with strong ties to the community creates a barrier to entry. This type of education helps ensure that homeowners will make the smart decision when choosing a contractor — even during high stress situations that follow a severe weather event.”

Generating Leads Increasing sales begins with generating more leads, and that’s been harder and harder in this economy. And if that’s not tough enough, contractors have to adapt to a changing consumer landscape, said Tom Smith, president of CertainTeed Roofing. “A significant issue facing professional roofing contractors is adapting to promoting themselves with homeowners who are increasingly utilizing the Internet and social media to obtain information,” he said. “While traditional word-of-mouth

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and yard-sign promotion will continue, given the dollar investment in a roof replacement, many homeowners are not comfortable to make the selection in a roofing contractor unless they have the opportunity to learn more about their company’s professional background and roofing credentials. Homeowners are clearly looking for contractors to provide examples of jobs, product educational information and, ideally, easy-tounderstand presentations and videos. At CertainTeed, we are encouraging of roofing contractors to take advantage of our digital library of product marketing tools including high definition photography, and product education videos.” Bargabos noted that Owens Corning’s research shows building trust is a key part of landing the job. “Homeowners are increasingly conducting online research to identify and vet potential contractors and look to consumer reviews, manufacturers and the Better Business Bureau sites as credible third-party information resources,” she said. “Owens Corning Roofing’s findings (Homeowner Behavior ZoomPanel Survey, July 2011) specifically found that homeowners are more comfortable reaching out for a quote when there is third party certification from other homeowners, manufacturers and/or the Better Business Bureau.” Vaughn Bacon, business development manager of Residential for MBCI, agrees that building consumer confidence is crucial. “Take advantage of your time with a potential customer to present all applicable corporate insurances and licenses, employee safety training records, manufacturer’s certifications and company history,” he advised. “These items as well as past jobsite photos and customer testimonials, will be beneficial in building customer confidence. As an industry we must hold to the good business principles and ethics to provide our customers, not only what they are paying for, but what they ‘assume’ they are paying for. The customer will appreciate this ‘open-book’ approach and the fact that you are taking the time to sit down and address their concerns and answer their questions.”

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Codes, Codes, Codes Several respondents cited the difficulty posed by keeping up with changes to codes and governmental regulations. Hudson summed it up this way: “The biggest problem facing roofing contractors is keeping up with local, state and federal codes, including changes to ICC requirements and OSHA regulations. Many of our contractors cover all roofing scopes from commercial projects to residential new and re-roof construction. Knowing what codes to follow makes it difficult for training their employees.” “More so than at any other time in our country’s history, small businesses — a category which includes most roofing contractors — are subject to a wide variety of uncontrollable forces,” Fox

Tom Smith

Bob Feury Jr.

Todd Kuykendall

Ken Kelly

said. “Occupational Safety and Health Administration (OSHA), United States Environmental Protection Agency (EPA) and Department of Transportation (DOT) policies; changes to individual state and local building codes; the health care reform law; tighter banking regulations; and illegal immigration are just a few examples. Successful roofing contractors will make it a point to understand all of these outside forces, lead their companies successfully through the regulatory minefield, and use their knowledge as a competitive advantage.” Piché urged contractors to be aware of regulations regarding volatile organic

compounds (VOCs). “Contractors should be aware of the increasingly stringent regulations governing VOCs that are emitted by many of the adhesives and sealants used in the roofing industry,” he said. “At present, these regulations are either in place, pending or proposed in many states. Because these regulations vary by state — and in the case of California, can vary by ‘air district’ within the state — roofing professionals must educate themselves and their crews on the regulations that are specific to the markets they serve.”

OSHA Recent changes in the residential fall protection directive and increased enforcement by OSHA generated a lot of commentary. Villar said the changes will mean one thing: more fines. “Contractors will incur additional overhead to provide fall protection and avoid exposure when accidents occur,” he said. “They’ll also spend more money in management and supervision to oversee their crews and ensure compliance with safety regulations. Their profits also may dip slightly if they work more slowly while using additional fall arrest systems, equipment and practices. Hopefully all the awareness will result in fewer injuries and the industry will become more safety conscious.” “OSHA no longer accepts the use of slide guards as an option for fall protection on steep-slope roofs,” said Tolley. “All workers need to follow current OSHA Fall Protection methods, which would include roofers being fully tied off with a safety harness.” “There are current discussions with OSHA to see if there can be other Fall Protection options that could be used for repairs or small jobs,” he continued. “At this time there is no agreement to make any changes to the current fall protection requirements. OSHA has been active in the enforcement and giving citations for contractors not following the new criteria. These citations include new increased fines over previous years.” “It should be pointed out that even without the latest regulations, falls in construction have dropped dramatically in the past few years, a testament to

contractors and roofing contractors specifically who are conscious of worksite safety more than ever,” said Dave Rowe, director of product management-building envelope, Englert Inc. “While the new regulations specify several different methods to protect against falls including temporary guardrail systems and safety nets, we suspect that contractors will continue to use personal fall arrest and personal fall restraint systems involving lifelines and harnesses as the dominant, most efficient and cost effective safety systems.” Pogue believes the best way to cope with OSHA regulations is to be proactive. “Learn all you can about what is required of you and your workers by OSHA,” he advised. “Openly work with your local OSHA representative and do not shy away from them. Stop ‘living in denial’ about wearing fall protection equipment and, instead, make these new rules part of your business, or you could wind up out of business.”

The Green Monster Many industry experts singled out the International Green Construction Code (IgCC), soon to be published by the International Code Council, as an important development to watch. While many pointed out that its effects will not actually be felt until it is widely adopted by state and local codes, others warned it could possibly result in profound changes in the way roofing contractors do business. “The IGCC code will greatly affect the roofing industry as municipalities start to implement the code into their local code structure,” said Randy Adams, president, R. Adams Roofing. “Many aspects of the IGCC extend across regions of the country, so our nationwide industry will be confronted with code requirements in some areas but not others.” He pointed out a couple of examples to demonstrate the complexity of this code: • “The code requires that 55 percent of construction materials used must be of recycled content, recyclable, or for indigenous materials, recovered, harvested, extracted and manufactured within a 500 mile radius of building site. In many instances trying to purchase products manufactured within a 500 mile radius of

Learn To Sell Your Price

by John DeRosa Jr. Contractors tell me that the current economic climate has placed an even greater strain on their margins. It seems like customers are much more sensitive to the price and pushing harder and harder to get what they would determine to be a “good deal.” It’s my strong recommendation that contractor salespeople come to terms with the fact that their selling price is not a function of the market; it is not a function of what their competitors are charging; and it is not a function of what John DeRosa Jr. their prospects want to pay. Their project’s selling price is a representation of the costs incurred by their company to provide the products, quality and service necessary to ensure a successful outcome — for everyone involved. When the prospect compares your price to your competitor’s, it represents a failure on the part of the salesperson to help the prospect come to terms with the value associated with the prospect choosing you for the project. Buyers are desperate to find differences to base their decision on because they want to feel good about making a smart decision. If they don’t see any difference, they will either continue shopping or focus on the price — because that’s the only real difference they see. It is my recommendation that salespeople be prepared to explore the critical difference between the contract price and the buyers’ cost of working with your company. Think about the value of the intangible benefits associated with using your firm. Factors like “peace of mind” or “trust” are hard to quantify but something that many buyers will not want to do without. How will you sell your value in those terms? In what ways are your salespeople prepared to show the prospect how their higher price actually represents a better value or lower cost for the customer? I’ve known many salespeople who don’t like to hold themselves accountable to the objections they hear. It’s much easier to simply blame the customer for “being too cheap” or “not smart enough” to make a good decision. There is simply no place in today’s competitive environment for this mindset. Salespeople need to hold themselves accountable to the fact that decisions based on price are a reflection of the salesperson and not the prospect. Price objections and the need for you to justify your higher price have less to do with customers wanting a “good deal” and more to do with their inability to see why they should pay more for you to do the project. The prospect is asking his or herself if the differences associated with choosing you justify your higher price. It’s up to the salesperson to help the prospect come to terms with the value of those differences. John DeRosa Jr. is manager, sales and contractor development for IKO Sales, Inc.

the project site will be impossible.” • “Projects’ construction documents must include a building service life plan for 60 years or 25 years in some circumstances. The service life plan includes provisions that roof coverings have a minimum design service life of 20 years based on the manufacturer’s reference service life data or other approved sources. While all manufacturers have products or systems designed for a service life exceeding 20 years, many times owners

have chosen a shorter life to make their project financially viable.” Adams concluded, “While the overall objective of the code parallel’s current societal goals to be ‘green,’ its implementation will place some projects beyond the owner’s ability to finance and construct needed infrastructure.” Richard L. Cook Jr., partner, ADC Engineering and president of RCI, Inc., believes the IgCC could cause unforeseen problems. “Roof systems provide many

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benefits to our facilities (protection from snow, wind, rain, fire, hail, temperature, and aesthetics in some cases), but when we overemphasize one property (insulation value) without considering the effects on the other performance characteristics, we do an injustice to our facilities and our environment,” he said. “We must maintain a balanced, total performance perspective. Although the benefit and value of our environment and natural resources is unquestionable, a separate ‘green’ code will cause confusion and conflict with the requirements within the standard ‘I’ Codes.” Others noted the code could drive changes in roof system design and products. “New products will enter the market to satisfy specific green standards,” said Mellott. “It is important to make sure that the products meet the function and durability of existing products prior to selection. The true sustainable solution is a long-lasting roof.”

Labor Shortage Even with relatively high unemployment nationwide, many cited finding qualified employees as their most pressing problem. “The number one challenge has to be the availability of good, reliable, willing to learn field employees,” said Tim Hershey, president of Thoroughbred Contractors. “The best advice that I would give anyone would be: if and when you get new, fresh, reliable and excited young workers, have high standards and expectations of them — just as you have with the core of your workforce to date — but take good care of them, because if you don’t, they will be gone in a moment’s notice.” Ken Kelly, president of Kelly Roofing & Energy Saving Solutions, worries about labor price increases. “A phenomenon I call the trifecta of labor cost increases is occurring throughout our industry,” he said. “Immigration reform and the elimination of the H-2 (temporary visa) programs are limiting the availability of individuals willing to work on a roof. Even with our country’s high unemployment, finding roofing mechanics is difficult. Health care reform is also driving

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up the cost of labor. No matter what your political views are, we can all agree that the cost of health care isn’t going down. OSHA’s new enhanced enforcement tactics and recently reminded rules are decreasing productivity and increasing labor rates — a volatile combination. Added together, the trifecta of labor increases is adding significantly to the cost of roofing.” Randy Giggard, Managing Director, Research Services Group, FMI Corporation, summed up the problem this way: “The design and construction industry has shed more than 2 million total jobs since the start of the recession. As odd as this may sound, the industry is fac-

Randy Giggard

Tim Hershey

ing an imminent craft labor shortage as recovery takes root. This recession has differed from those of the past, particularly in its duration. Many of these skilled workers were displaced three or four years ago. In most cases, these workers have retrained, struck out on their own, or developed a new career path. The bottom line is that they won’t be coming back.” Giggard noted that FMI forecasts modest market recovery beginning in 2012 and accelerating to 2015. “The recovery will expand the value of construction put in place for all buildings from $617 billion in 2011 to $878 billion in 2015, a total increase of 42 percent,” he said. “Effects of the recession on the roofing industry have been moderated somewhat by the heavy mix of re-roof and repair work. But as new construction returns, FMI estimates that the market will demand 31,000 new roofers in the workforce by 2015. Given the lead time to train productive new workers, progressive roofing contractors need to begin planning now for who they will need and where they will come from.”

Education Is Essential Ongoing education is essential to keep up with changes in codes and regulations, as well as new technology. Miller believes meeting these challenges can make the industry stronger in the long run. “Successful roofing contractors are professional companies working hard to be educated and deliver the best possible value to their customers,” he said. “This raises the bar for everyone, and it should. While this may challenge some companies in the short term, it is ultimately good for everyone. Roofing is such an important part of every structure. Being a professional roofing contractor is something of which those in the profession should be proud.” Tolley wants to let contractors know that help is out there. “All problems are potential opportunities if you are properly educated and prepared,” he said. “Become educated in the requirements you face and comply with those issues that impact your company.” “I am optimistic about the future of the roofing industry; however it means that we need to raise the level of our commitment to educate and be trained in dealing with the issues we face,” he concluded. “I would encourage roofing contractors to contact or join roofing associations, whether national, regional or local, and to participate and give their voice to address these issues.” Chris King is editor of Roofing Contractor. He can be reached at kingc@ bnpmedia.com.

Pick Up More Information Online For an expanded version of this article with additional quotes from industry experts, visit www. RoofingContractor. com.

PRODUCTFOCUS Focus On

Ventilation Ridge Ventilation Products

One-Sided Ridge Vent

Benjamin Obdyke

DCI Products

Benjamin Obdyke’s ridge ventilation products are designed to help homeowners optimize the long life, beauty, and performance of their homes by protecting residential roofing from the debilitating effects of extreme heat and moisture. The vent products also contribute to lower heating and air conditioning costs. Benjamin Obdyke’s ridge vent products — Roll Vent®, Rapid Ridge®, and Xtractor Vent® — extract heat and moisture from attics by promoting air flow along the underside of the roof deck — the hottest part of the attic. For more information, call 800-346-7655 or go to www. benjaminobdyke.com.

SmartRidge I by DCI Products has a unique design and technology. The one-sided design eliminates the streetside shingle lift that most other double sided vents have. In addition to the aesthetic appeal, the ridge vent is 100 percent efficient. Because of the one-sided lift, the SmartRidge I creates negative air pressure, like a vacuum, which pulls only the hot, moist air out of the attic. For more information, visit www.dciproducts.com.

Roof Vent Duraflo The New WeatherPRO® PRO Slantback Roof Vent has been tested and approved to category 2 hurricane strength winds of up to 110 mph. The WeatherPRO Series PRO Slantback is designed to allow high airflow while providing defense against weather infiltration. Manufactured from UV resistant polypropylene material the new vent has been tested to -40 degrees Celsius with no cracking or chipping. The vent also incorporates a patent pending moisture control system which directs and deflects precipitation away from the vent openings. For more information, visit www.duraflo.com.

Ridge Vent Systems COR-A-VENT With more than 30 years of job proven experience and a simple straightforward design, Cor-AVent is the vent of choice by quality builders nationwide, according to the company. To check out the new Revolution Rolled Ridge Vent, call 800-837-8368 or visit www.cor-a-vent.com or www. revolutionvent.com.

Static Roof Vent Air Vent Inc. The SLP150 is a large size roof louver with a slant-back design for a more desirable look. It provides 150 square inches of Net Free Area which means fewer units required on the roof. It is made of a highimpact polypropylene material that will not rust and includes an integrated pest guard to keep small animals and insects out of the attic. The SLP150 comes in four colors (black, brown, gray and weatherwood) to coordinate with various shingle styles. For more information, call 800-247-8368, e-mail [email protected] or visit www.airvent.com.

Engineered Ventilation System Atlas Roofing Corp. Techni-Flo™ Engineered Ventilation System is the component system featuring polyiso insulation board designed for sloped, unventilated roof decks. The ventilation system works with shingle or standing seam roofs to optimize roof temperature. Atlas ACFoam® CrossVent® combines polyiso insulation, a nailable surface and ventilating airspace in one panel. According to the company, TechniFlo™ EV is the custom-engineered eave vent, allowing airflow through the CrossVent® panel to the eave. For more information, call 800-388-6134 or visit www.atlasroofing.com/ventilation.

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PRODUCTFOCUS Solar Attic Vent TAMKO TAMKO Building Products has a solar attic vent that runs entirely on the energy the vent collects from the sun. These solar-powered vents are made from durable materials including tempered glass and UV-stabilized ABS color-dyed plastic. The solar attic vent has an optional coldweather thermostat that automatically disengages the fan when the temperature falls below 50 degrees Fahrenheit. The vent also has four different mounting options, including an option that allows the solar panel and the vent to be installed in separate locations. For more information, visit www.tamko.com.

Eave Vent Metal-Era The Eco-Perf Eave Vent from Metal-Era gives contractors Economic Airflow Solutions to meet tighter project budgets. The vent is available in 12-inch lengths, has pre-slotted fastening holes and eliminates the need for wood-blocking or vented soffits. Eco-Perf is a low-profile design, with a 3¾-inch face height, that can hold any size residential K-style gutter, as well as a variety of fascia covers. Available in NFAs of 12 and 18, the vent provides commercial-grade ventilation at 10 times the effectiveness of normal soffits, according to the company. For more information, visit www.metalera.com.

Roof Insulation Panel Hunter Panels Hunter Panels offers Cool-Vent, a rigid roof insulation panel composed of polyisocyanurate foam core manufactured as a ventilated nailbase roof insulation panel. Cool-Vent is an environmentally friendly product constructed with a top layer of APA-rated OSB or plywood, a middle layer of wood spacers and a bottom layer of polyiso foam insulation. The vent is ideal for a variety of steep-slope applications, including post and beam construction and log homes. It has a standard one-inch air space, which allows airflow in all directions to give improved cooling and ventilation while decreasing moisture vapor and heat build-up, saving energy in the building. For more information, call 888746-1114 or visit www.hpanels.com.

Convertible Ridge Vent Ross Manufacturing Ross Manufacturing introduces the Ross® 2-IN-1 Ridge Vent®. The ridge vent easily converts from a 12-inch RV to a 9-inch RV reducing inventory SKUs and ensuring that the wrong

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product is not sent to a jobsite. The company offers a full system of innovative patented ventilation products including the Ross® 150 Roof Vent® and Ross® 65 Slant Back Vent®. For more information, visit www.rossmfg.com.

Solar Powered Ridge Vent GAF GAF announces the addition of Master Flow® Green Machine™ Solar Powered Ridge Vents to its line of ventilation products. The vent delivers increased airflow while still providing the aesthetic that ridge vents offer over powered roof vents. Master Flow® Green Machine™ Solar Powered Ridge Vents provide up to 25 times more airflow than traditional ridge vents while using solar power to eliminate the need for an electrician as well as any related energy costs. For more information, visit www.gaf. com.

Eave Ventilation TRA-MAGE Terry Anderson, president of TRA-MAGE in American Fork Utah, receives his second patent for a new roof product - The Ridge Riser®. It’s a roof concept that enables air to enter at the eave line of a roof, naturally move upward and vent out at the top of the roof at the ridge. It is made of galvanized steel and requires nothing but nails and a two-by-two to create the ideal solution at the ridge. It elevates the ridge board so that there is air movement from the eave all the way up and out through the ridge. For more information, visit http://roof.tra-mage.com.

Ridge Vent Ventco Inc./Mongoose Products Inc. The new RidgeVent for shingle roofs are light and flexible, easy to handle and transport. The vent has 14.1 square inches net free area per lineal foot and adheres directly to the roof for easy installation. The vent allows unwanted heat and condensation to escape through the ridge out of your attic or building. The non-wicking matting prevents cracks and dents during shipping or installation and will not corrode, rust, burn or get damage from hail or ice. For more information, visit www.theridgevent.com.

See you in Denver on September 24-25 for Best of Success 2012!

Omni Interlocken Denver, CO Stay Tuned to Roofing Contractor For More Information on Best of Success 2012.

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Product and Literature Showcase LUCAS GRANULES in 6 Pound Bottles, 60 Pound Buckets & 80 Pound Bags Lucas With more than 50 solid and blended granule colors, Lucas is supplying roofing distributors nationwide with 3M granules in 80 pound Lucas bags, 60 pound 5 gallon buckets and convenient 6 pound bottles bar coded. Lucas Fire White™ Bright White Granules & aggregate are specified by numerous manufacturers as a part of Cool Roof rated systems. For more information, call 909-350-2285 for a sample card or visit www.lucasproducts.net.

Synthetic Roofing Underlayment InterWrap InterWrap’s TITANIUM® synthetic roofing underlayments are the ideal choice for all types of roofing applications. With TITANIUM® you will benefit from over eight years of research and development that has resulted in the most advanced synthetic underlayments in the industry. Whether you need a premium 50-year warranty underlayment for high cost long life roofing, a safe and comfortable walking surface, ice damming protection or a reliable felt replacement, InterWrap® has a TITANIUM® product to meet and exceed your expectations. For more information, visit www.interwrap.com.

Pristine Shingles Featuring Scotchgard™ Protector by 3M Atlas Roofing Atlas Pinnacle®, StormMaster® Slate, and StormMaster® Shake shingles are now manufactured using copper granules developed by 3M to eliminate algae stains. The copper blend rate is verified daily by a third party laboratory to ensure optimum algae resistance and Scotchgard quality. Atlas Pristine Shingles featuring Scotchgard™ Protector by 3M come with a Lifetime Limited Warranty against algae staining. For more information, visit www.atlasroofing.com.

Breathers and Vents Commercial Products Group From standard breathers and vents, to large breathers and vents, all the way to life-safety automatic heat and smoke vents, Portals Plus and Milcor can meet your needs through wholesale roofing distributors across the country. See these and the other Portals Plus and Milcor products at Booth 717 at the IRE Show brought to you by the Commercial Products Group of Hart & Cooley, Inc. For more information, call 800-624-8642 or visit www.commercialproductsgroup.com.

3-D Aerial Roof Measurements EagleView® Technologies EagleView Technologies invented the concept of 3-D aerial roof measurements using proprietary patented software. EagleView’s reports provide the most accurate measurements and serve as a marketing, production and warranty tool. Streamline the roofing job life-cycle and increase your profitability when you EagleView It! For more information, call 866-6598439 or visit www.eagleview.com.

The Expert Single Source for Thermoplastic Single Ply Cool Roof Sytems Flex Roofing Systems Our guarantee on every project is personalized service and the best quality thermoplastic single ply roofing products including Flex™ Elvaloy®, Flex™ PVC and Flex™ TPO for outstanding roof performance. One call, everything you need, every time you call. Contact Flex today at 800-969-0108, or visit www.FlexRoofingSystems.com.

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Titan B-Compliant Roof Kits Miller Fall Protection / Honeywell Titan B-Compliant Roof kits are an economical fall protection solution for roofing applications and are compliant with the new OSHA Residential Construction Regulation. Each kit contains a full-body harness, rope grab with a permanently-attached lanyard with shock absorber pack, rope lifeline with locking snap hook, reusable stainless steel roof anchor with D-ring and waterproof storage container. For more information, visit www.millerfallprotection.com.

The Multi-Purpose, Multi-Surface Cement That Does It All! Topps Products, Inc. Topps® Polyprene® High-Performance Leak Repair Cement is the superior choice for general reinforcement and repairs to flashings around equipment, vent pipes, chimneys, sign holders, etc., as well as anywhere two dissimilar or similar materials meet. Excellent for crack repair and with gaps, it expands and contracts with the movement of building materials and stays watertight. Now available in easy-tohandle 3 gallon pails in grey and bone white. For more information, call 800-867-7177 or e-mail [email protected] or visit www.toppsproducts.com.

Product and Literature Showcase Accurate Aerial Roof Measurements Pictometry Pictometry® Roof Measurement Reports give you the comprehensive and accurate answers needed to complete more estimates and win more business. You’ll get precise roof takeoff measurements, high-resolution images, easyto-read results tables and line drawings – all backed by a decade’s worth of aerial measurement expertise. Increase your competitive edge. For more information, visit pictometry.com/roof.

Equipter RB4000: Drivable Debris Container Equipter A self-propelled, drivable and compact debris container, the Equipter RB4000 streamlines shingle removal and job site clean-up. With more time to focus on installation, profits increase as more jobs are completed with fewer employees. The RB4000 minimizes landscape destruction and keeps lawns cleaner. For more information, call 855-3784783 or visit www.equipter.com.

Low Slope Mount Quick Mount PV Quick Mount PV’s Low Slope Mount takes the traditional base-and-post PV mount to its ultimate level. The cast-aluminum QBase reinforced foundation is the strongest you can buy for mechanically attaching commercial PV systems to membrane and built-up asphalt roofs. Fast installation, code-compliant and 100 percent watertight. For more information, visit www.quickmountpv.com.

SmartRidge I DCI Products SmartRidge I by DCI Products is a ridge vent way ahead of its time. The SmartRidge I’s unique design and technology make it the cleanest looking and most efficient ridge vent on the market today. The one-sided design eliminates the ugly street-side shingle lift that all other double sided vents have. In addition to the aesthetic appeal, SmartRidge I is also the only 100 percent efficient ridge vent on the market. Because of the one-sided lift, the SmartRidge I creates negative air pressure, like a vacuum, which pulls only the hot, moist air out of the attic. For more information, visit www.dciproducts.com.

Innovative Designs for Every Type of Gutter E-Z Gutter E-Z Gutter offers innovative designs for every type of gutter and debris load. The E-Z Gutter advantage is our broad product line: medium to micro-mesh screens, solid covers and reverse louvers, and several metal options — powder-coated steel and aluminum, and mill-finish and painted aluminum. We have a gutter guard for any application, whether the debris load is light or heavy. E-Z Gutter has the hardest-working guards in the business. To contact Jim Ealer, Jr., Sales Manager, call 800-748-7736 or e-mail [email protected]. For more information, visit www.e-zgutter.com.

Hidden Gutter Hangers Raytec Manufacturing Raytec Manufacturing has been catering to gutter and roofing contractors for over 30 years. Gutter contractors have reported that the patented Hangtite and Hangfast hidden gutter hangers are the strongest hangers in the industry. Hangtite is the hidden hanger without the built-in screw. Hangfast has the built- in screw engineered into the design of the hanger. Both styles are available with or without clip in 5- and 6-inch lengths. For more information, call 877-800-2500 or fax 717-445-0511.

Quik Drive® PROPP150 Fastening System for Steel Decking Simpson Strong-Tie The Quik Drive® PROPP150 auto-feed screw driving system from Simpson Strong-Tie takes the hassle out of fastening steel decking. Unlike welding, fastening with screws does not require special inspection, during or after installation, and you can stand while you work. The Quik Drive collated fastener strips virtually eliminate fastener waste, increasing productivity and reducing costs. For more information, call 800-999-5099 or visit www.strongtie.com/quikdrive.

Web-Based Software AccuLynx AccuLynx is cutting-edge web-based software created with the roofing industry in focus. By combining many years of construction knowledge, diverse programming techniques, usability strategists, graphic artists and marketing experts, AccuLynx is tremendously powerful and simple to use. AccuLynx is truly one of a kind, and will help its clients take control of their business like never before. They can be organized, efficient and more profitable using AccuLynx. Check out our new iPhone and Droid Apps! For more information, visit www.acculynx.com.

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Our advantage is that our accessories are designed by roofers for roofers and have gone through stringent field testing and revision. This gives us the field tested edge our competitors can’t match.

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KNOWLEDGE + SKILLS = PROFIT!

112

RoofingContractor February 2012

Spon

Contractor Profile

Allied sored by: Bu Produ ilding Corpo cts ration

Mark Steiner

Care Roofing and Remodeling Inc. by Chris King ark Steiner sums up his threepronged approach to success this way: “Trust and honesty and quality. Those are the three key words.” Steiner is president and owner of Care Roofing and Remodeling Inc. in Eagle Mountain, Utah. The company does a variety of residential and commercial roofing work as well as framing, remodeling and decks. Its specialty is insurance work, and Steiner also teaches courses for insurance adjusters. “I do seminars for Farmers Insurance adjusters on roofing,” he said. “I talk to adjusters every day about different situations and run possible solutions.” His father was a stucco contractor in Salt Lake City who later got into condo maintenance. During the summers Steiner worked on the condos and learned about roof repairs and all types of remodeling work. In 1981 he went into roofing full time, moving to California to work for a large union outfit that specialized in big government projects including military bases and jails. “I did millions of squares of BUR on flat roofs,” he said. Steiner moved back to Salt Lake City and opened his own business in 1994. His hot tar kettle soon came in handy. “I started small — four or five guys —

M

and we worked every day,” he said. “What got me turned around was that I got started on flat roofs — small commercial jobs.” He developed a reputation as an expert on flat roofs, and it led to more commercial and residential work. However, it was when he started working with insurance adjusters that things really took off. He almost missed out on the opportunity. Steiner received a bunch of phone messages from Mike Shurtliff, a general contractor who had a tricky problem with a built-up roof. Steiner didn’t call him back right away, but Shurtliff kept calling. Steiner finally agreed to check it out and solved the problem. “I never realized he was in the insurance business, and he started sending me a lot of work,” Steiner recalled. “He told me about these seminars he puts on, and I did some seminars with him and it just took off. We’ve worked together a lot, and it’s been a great working relationship.” According to Steiner, the strength of the company is its core of long-term employees, including his wife Laura, who runs the office. The dedicated field staff includes employees who have been with the company more than 15 years. “They are just phenomenal,” said Stein-

Q Mark Steiner is president and owner of Care Roofing and Remodeling Inc. in Eagle Mountain, Utah. The company specializes in re-roofing and insurance work.

er. “They show up every day and do a great job. Together we made this company what it is today.” They all share a commitment to topquality workmanship and customer service. “You can put on some of the greatest roofs in the world — and my guys put on top-notch roofs — but if the homeowner looks out and the jobsite is not clean or their landscaping is ruined, it doesn’t matter how good a roof you put on, the customer is only going to see the nails in his planters and the garbage on the lawn.” Steiner’s goal is not to sell a new roof but to make a new friend. “When I leave a project, I want the customer to be a friend and part of the Care Roofing family,” he said. “When we walk away, we make sure the jobsite is clean and all questions are answered. We make sure the customer is totally satisfied. Somewhere down the road one of their friends or relatives is going to need a roof, and we want that referral. If the customer is not 100 percent satisfied, you won’t get it.”

www.roofingcontractor.com

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AD INDEX Company Name

Company Name

Web site . . . . . . . . . . . . . . . . . . . . . . . Phone# . . . . . . . . . . . . . . Page#

Web site . . . . . . . . . . . . . . . . . . . . . . . Phone# . . . . . . . . . . . . . . Page#

3M Corporation 3m.com/construction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A.C.T. Metal Deck Supply metaldecksupply.com. . . . . . . . . . .800-894-7741 . . . . . . . . . ABC Supply Co., Inc. abcsupply.com . . . . . . . . . . . . . . .800-786-1210 . . . . . . . . . AccuLynx acculynx.com . . . . . . . . . . . . . . . .866-981-LYNX . . . . . . . . . ADCO Technologies, Inc. adcocorp.com. . . . . . . . . . . . . . . .800-248-4010 . . . . . . . . . Air Vent Gibraltar airvent.com . . . . . . . . . . . . . . . . .800-AIR-VENT . . . . . . . . . Allied Building Products Corp. alliedbuilding.com. . . . . . . . . . . . .800-4-ALLIED . . . . . . . . . . Alpha Pro Tech alphaprotech.com . . . . . . . . . . . . .866-312-1837 . . . . . . . . . American WeatherStar americanweatherstar.com . . . . . . .866-206-3660 . . . . . . . . . Atlas Roofing atlasroofing.com . . . . . . . . . . . . . .800-388-6134 . . . . . . . . . The Bilco Company bilco.com . . . . . . . . . . . . . . . . . . .800-854-9724 . . . . . . . . . CertainTeed Corporation certainteed.com . . . . . . . . . . . . . .800-404-9880 . . . . . . . . . ClaimExpress.com claimexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cleasby Roofing Products cleasby.com . . . . . . . . . . . . . . . . .800-253-2729 . . . . . . . . . Commercial Products Group commercialproductsgroup.com. . . .800-624-8642 . . . . . . . . . DCI Products dciproducts.com . . . . . . . . . . . . . .800-622-4455 . . . . . . . . . Duo-Fast Construction duo-fastconstruction.com . . . . . . . .888-631-2020 . . . . . . . . . Duro-Last Roofing duro-last.com . . . . . . . . . . . . . . . .800-248-0280 . . . . . . . . . EagleView Technologies eagleview.com . . . . . . . . . . . . . . .866-659-8439 . . . . . . . . . Equipter New Heights, LLC equipter.com . . . . . . . . . . . . . . . . .855-378-4783 . . . . . . . . . ER Systems ersystems.com. . . . . . . . . . . . . . . .800-403-7747 . . . . . . . . . Firestone Building Products firestonebpco.com . . . . . . . . . . . . .800-428-4442 . . . . . . . . . Flex Roofing Systems flexroofingsystems.com . . . . . . . . .800-969-0108 . . . . . . . . . Fortuna Logistics, LLC/MaxCon maxconsoftware.com. . . . . . . . . . .855-922-8546 . . . . . . . . . GAF gaf.com . . . . . . . . . . . . . . . . . . . .888-532-5767 . . . . . . . . . Gardner Gibson gardner-gibson.com . . . . . . . . . . .813-248-2101 . . . . . . . . . GlobalShield globalshield.us . . . . . . . . . . . . . . .800-374-7663 . . . . . . . . . Hapco Inc. hapcoinc.com . . . . . . . . . . . . . . . .800-345-WELD . . . . . . . . Hunter Panels hunterpanels.com . . . . . . . . . . . . .888-746-1114 . . . . . . . . . ICC Evaluation Service (ICC-ES) icc-es.org . . . . . . . . . . . . . . . . . . .800-423-6587 x-66546 . . IKO Manufacturing iko.com . . . . . . . . . . . . . . . . . . . .888-IKO-ROOF . . . . . . . . Inland Coatings Corporation inlandcoatings.com . . . . . . . . . . . .800-456-8467 . . . . . . . . . International Roofing Expo theroofingexpo.com/attendee . . . .800-684-5761 . . . . . . . . . InterWrap interwrap.com/titanium . . . . . . . . .888-713-7663 . . . . . . . . .

Johns Manville jm.com/roofing. . . . . . . . . . . . . . .303-978-2000 . . . . . . . . . Karnak Corporation karnakcorp.com . . . . . . . . . . . . . .800-526-4236 . . . . . . . . . Kirsch Building Products LLC sharkskin.us . . . . . . . . . . . . . . . . .877-742-7507 . . . . . . . . . Lapolla Industries, Inc. lapolla.com. . . . . . . . . . . . . . . . . .888-4-lapolla . . . . . . . . . . Malarkey Roofing Products malarkeyroofing.com. . . . . . . . . . .800-545-1191 . . . . . . . . . Malco Products, Inc. malcotools.com . . . . . . . . . . . . . . .320-274-8246 . . . . . . . . Metal Plus metalplusllc.com . . . . . . . . . . . . . .860-485-5834 . . . . . . . . . MFM Building Products Corp. mfmbp.com . . . . . . . . . . . . . . . . .800-882-7663 . . . . . . . . . Midwest Enterprises E-Zgutter.com . . . . . . . . . . . . . . . .800-748-7736 . . . . . . . . . Miro Industries Inc. miroind.com . . . . . . . . . . . . . . . . .800-768-6978 . . . . . . . . . Mule-Hide Products Co., Inc. mulehide.com . . . . . . . . . . . . . . . .800-786-1492 . . . . . . . . . National Roofing Partners nationalroofingpartners.com . . . . .866-537-6034 . . . . . . . . . Nissan North America nissancommercialvehicles.com . . . .800-NISSAN-1. . . . . . . . . Novagard Solutions novagard.com . . . . . . . . . . . . . . .800-380-0138 . . . . . . . . . OMG Roofing Products rhinobond.com . . . . . . . . . . . . . . .800-633-3800 . . . . . . . . . Owens Corning owenscorning.com . . . . . . . . . . . .877-658-6362 . . . . . . . . . Pictometry pictometry.com/roof . . . . . . . . . . .866-394-8697 . . . . . . . . . Polyglass USA, Inc. polyglass.com . . . . . . . . . . . . . . . .800-222-9782 . . . . . . . . . Progressive Insurance progressivecommercial.com . . . . . .888-806-9598 . . . . . . . . . Quest Construction Products hydrostop.com, unitedcoatings.com 800-739-5566 . . . . . . . . . Quick Mount PV quickmountpv.com. . . . . . . . . . . . .925-687-6686 . . . . . . . . . Rain Flow USA, Inc. rainflowusa.com . . . . . . . . . . . . . .586-773-4476 . . . . . . . . . RAS Systems ras-systems.com . . . . . . . . . . . . . .770-487-7300 . . . . . . . . . Roofmaster roofmaster.com . . . . . . . . . . . . . . .800-372-6409 . . . . . . . . . SDP Advanced Polymer Products sdp-products.com . . . . . . . . . . . . .866-747-4035 . . . . . . . . . Simpson Strong-Tie strongtie.com . . . . . . . . . . . . . . . .800-999-5099 . . . . . . . . . TAMKO Building Products tamko.com . . . . . . . . . . . . . . . . . .800-641-4691 . . . . . . . . . Tapco International tapcogroup.com . . . . . . . . . . . . . .800-521-8486 . . . . . . . . . Topps Products toppsproducts.com . . . . . . . . . . . .800-867-7177 . . . . . . . . . Triangle Fastener Corporation trianglefastener.com . . . . . . . . . . .800-486-1832 . . . . . . . . . Trufast Corp. trufast.com . . . . . . . . . . . . . . . . . .800-443-9602 . . . . . . . . .

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2-3 90 115 27 67 83 15 77 95 53 29 23 98 94 88 22 84 9 37 39 50 31 35 92 116 68, 86 90 28 63 59 17 94 97 61

55 43 99 75 85 51 66 14 62 34 26 12 5 7 69 10-11 45 19 93 96 25 96 21 91 60 89 13 33 60 82 87

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We’re proud to announce the production of our one billionth square foot of EverGuard® TPO! When we first developed EverGuard® TPO, you told us it needed to be easy to use, with a wide welding window and superior lay-flat capabilities. We listened—and your response has been overwhelming! We can’t wait to make our second billion—thanks to you!