Roof coatings are one of the fastest-growing segments of the commercial roofing marketplace. They offer a variety of great benefits: roof life extension, waterproofing, and energy cost savings. But how does a contractor sell the value of this roofing service to customers?
We put together some advice proven to be effective.
Roof Coating Sales Tips
Demonstrate their value – As we briefly covered above, white roof coatings offer unique value in a number of ways. They reinforce existing roof membranes with a high-grade chemical barrier. This barrier has seamless and reflective properties, which provide leak resistance and protection against UV damage.
With its reflectivity, a roof coating system also pays for itself with reduced energy costs. The cost-saving potential is strongest in states with warm, sunny climates. But buildings in northern states can realize energy cost savings, as well.
Illustrate savings potential – Roof coatings deliver cost efficiency in many areas. Firstly, their application tends to be less demanding than a roof replacement process. Process specifics will vary from roofing project to project. But roof tear-off tends to be minimal with a roof coating application compared to roof replacement.
As a result, roof coatings can be more economical. Energy savings will also provide value in the form of cost efficiency. There are a number of models which allow you to compute energy savings depending on climate, such as the Department of Energy cool roof calculator.
Show the better performance – Applied in liquid form, roof coatings harden to form a seamless, fully adhered, durable barrier over an existing roof substrate. This provides an additional benefit in roof longevity. This new membrane reinforces the existing roof, extending its lifespan in the process. As a seam-free and fully adhered solution, a coating system doesn’t have to deal with hardships that can arise from fasteners or adhesives over time, either.
White roof coatings can also extend life expectancy with their UV resistance and “elastomeric” properties. They are applicable to many types of commercial roofing systems. In turn, it allows these different systems to avoid high roof temperatures and the ongoing stress of thermal shock.
Reduced stress load on HVAC – Industry studies show that with its white surface, a cool roof can lower stress on an HVAC system. The white surface reflects the sun’s rays, which lowers the roof surface temperature as well as the ambient temperature of air surrounding HVAC units.
As a result, an HVAC system won’t have to use as much energy to keep a building interior cool. Over time, additional savings can come in the form of avoided HVAC repairs and less intensive maintenance needs.
Correct bad information – One point which building owners may wonder about is the “winter penalty” argument – or whether a reflective roof causes increased heating costs in the wintertime. Studies by the Oak Ridge National Laboratory in Tennessee confirm in most U.S. climates, A/C cost savings are far greater than any heating cost increases.
Don’t forget that temperatures can widely vary even in temperate climates, as well. It’s important to keep in mind other dimensions, too. The cost savings of avoiding roof replacement can outweigh increased heating costs. Plus the costs of not having a cool roof – more cooling systems and more insulation needs, for one – can be a weighing factor.
They can waterproof and be more eco-friendly – Roof coatings can improve the waterproofing of a commercial roofing system. But this value proposition differs among coatings. Coating type is a big factor which determines a coating product’s “permeability,” or roof breathability. It’s important to check manufacturer specs for specific coatings’ waterproofing value.
Additionally, since their application often doesn’t require as much tear-off as roof replacement, white coatings leave a smaller environmental impact. It’s been estimated that much of the U.S. landfill waste is old building materials. Furthermore, as they’re applied in a fluid form and can be recoated for extended life, roof coatings can offer value as a more sustainable form of construction.
Learn more from the group:
- Ongoing Support
- Shared Strategies
- Lead Generation
- Complete Training
Interested in Selling More Coating Jobs?
Choice Roof Contractor Group is a nationwide group of commercial roofing contractors dedicated to each other’s success. Our members have successfully sold millions of square feet of roof coating jobs. They understand how to convey the value of this service to building owners.
Should you be interested in taking your business to new heights with more coatings jobs, check us out! We offer a complete set of unique membership benefits. If you have any questions or interest, don’t hesitate to call us at (800) 670-5583. Our team looks forward to hearing from you!
Commercial roofing involves a greater selection of materials than residential roofing. More expertise is required for handling these materials. Commercial buildings also differ heavily from residential properties in terms of their architectural features. 
The residential market is populated with homeowners. Broadly speaking, there are many segments in the commercial marketplace. Industrial, retail, institutional, and public works are just a few. 
Unlike residential, once you’ve established a reputation as a quality contractor, you may get repeat work from the same customer. It’s not unusual for someone to manage or own more than one building. If you’re working with a property manager, they may have millions of square feet of roofing under their watch. Regional companies with multiple offices, franchise locations, or corporations with many buildings can also pose additional project opportunities.
It does take time to develop relationships. But in the commercial market, that networking pays off. Whether doing work for an existing connection or via a referral, there is potential for greater returns on time spent. New projects can come in the not-so-distant future or even some time down the road.
Are you thinking about expanding into commercial roofing? Or maybe you already have a foothold in the commercial roofing industry and want more business. Being part of an interconnected organization of capable, qualified commercial roofers can be highly beneficial. It’s a great foundation for increasing knowledge, networking with valuable connections, and opening new doors for project bids.
• 16-year roofing veteran has achieved 200% growth since he joined group (400,000 sq. ft. vs. 200,000 sq. ft. last year)
If you want to learn how to take your business to the next level and get hands-on experience with coatings, this Workshop & Forum is a great event to attend. Call us at (800) 670-5583 with any questions or visit our 
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