Weathering the Commercial Roofing Slump

The commercial roofing market has not been the best place to be over the last 16 months or so in many areas of the United States.  Though immediately after the “opening” of the country saw a spike in business, that demand is starting to drop off, leaving many looking for ways to keep companies moving forward.

There are a number of reasons the commercial roofing market is currently down.

Supply Issues.  We are all well aware of the supply chain issues our industry is facing.  Unfortunately, it is not just our industry, but a vast part of the nation as a whole.  Supply issues lead directly to cash-flow issues, particularly with commercial businesses. This is completely outside the control any of us have, and we will simply have to let the issue run its course.

Economic Concern.  Business owners throughout the country are aware of the fluctuations of the economy.  There is an extremely high level of uncertainty about the direction the economy will be moving over the next year or two.  This leads many owners to a decision to hold on to capital and reduces investment in improvements.

Small Business Decline.  As many as 1/3 of all small businesses have closed since the beginning of the pandemic.  Whether a temporary closure due to financial hardship or a permanent loss, the fact remains there are fewer commercial businesses out there.  Fewer businesses clearly mean fewer opportunities for the commercial roofing industry.  A recent study found up to 57% of small businesses still in existence could permanently close due to the Delta Strain resurgence.

Demand.  Years 2018-2019 saw an unprecedented number of commercial roofs replaced or restored.  This high level of work during that timeframe means all those roofs are not in need of service at this time.  This also reduces opportunities for the industry right now.

Ways to Keep Financially Afloat

In spite of all the doom and gloom, one of the strongest assets the commercial roofing industry has is the NEED for roofs.  Every home, business, industrial complex or building of any type requires a roof.  Those roofs must be installed, maintained, repaired and protected.  As a result, we have a built-in bumper against the issues that may plague other, less critical, industries. It’s only a matter of time until service is REQUIRED.

To weather the existing storm requires a re-evaluation of direction, both for your company overall as well as your marketing plan.

Here are a few ways you may consider keeping the income streams flowing in.

Residential.  Yep, we went there.  While the commercial marketplace is staggering, the residential market continues to jump.  With significantly more pent-up demand, a much larger potential client base and the unfortunate recent catastrophic storm events hitting regions of the country, residential roofing may be a direction to move, at least temporarily.

Most commercial roofing contractors began as residential roofers, so the learning curve really isn’t an issue.  The equipment needs are reduced as well, plus the timeframes for roofing materials are not as long as those in the commercial roofing arena.

Diversification is key in many industries, and it may be time to consider diversification in your own roofing business.

Niche Specialization.  Fancy words, but basically, we are talking about finding a specific area and focus your primary attention on that.  For example, if you live in the desert Southwest, combining solar power with roofing services may be a key niche in your area to consider.  Another option might be a heavy promotion of wind-resistant systems in an area recently hit with a lot of storm damage.

This step requires some research on your behalf into your local market.  The most important thing in niche specialization is a true understanding of what needs exist that aren’t being met, then finding a way to meet those needs effectively.

Those companies that meet unmet needs quickly and effectively are the companies that will not only weather the existing storm, but will actually grow and benefit from the situation.  Reduced competition helps ensure more opportunity for you to actually get the project, though there may be fewer projects available.

Marketing.  It is a natural tendency for business owners to pull back on marketing as “unnecessary” when faced with an uncertain time.  Consider this…if your competition is pulling back but you aren’t, which business will reap the benefit when an influx of roofing opportunities come up?

The difference is you need to carefully target your marketing.  Rather than a “here we are” approach, it is crucial your marketing sets you apart from your competition and truly addresses why you are the best choice.

Additionally, if you are expanding your services (such as pursuing residential options) or moving into a more specialized area, your marketing campaign truly needs to focus on those areas.  You want to shout it from the rooftops (so to speak), so anyone potentially interested in those services knows you are offering them.

A few inexpensive ways to increase marketing include:

  • Increase the number of blogs or posts you put on your website or social media. If you aren’t a blogger, look through some of the blogs on the Choice Roof Contractor Group and upload to your own social media. You definitely want to show strong activity on social networking platforms. It will instill confidence when building owners research your company.
  • Offer a “special” on certain services and promote the heck out of it via an email blast. If you aren’t certain how to do this, reach out to us. We have plenty of tips for you.
  • Offer a discounted rate to referred customers and a thank you incentive to referrers. This can be promoted through your website, with 1-page flyers or with a mail campaign.  Give us a call for more ideas.
  • Print up some flyers and place them strategically in your area. Quality truly counts when it comes to your flyers.  They will directly reflect on the perception of your business. Don’t take the cheap home-made route.

The good news is the commercial roofing arena is expected to improve drastically in the near term, assuming no additional pandemic issues arise.  Positioning yourself and your business to not only get through this time but be prepared for the upswing is the hallmark of a great businessman.

It Will Take How Long?

If you are a commercial building owner or property manager facing a roofing situation, these are words you know well.  When you have a roofing problem, you don’t really want to hear 6-8 weeks or longer.  So, why is that what you hear from every contractor you call these days?  It is very simple, it is called material shortage or, for those who prefer fancier terms, a disruption in the supply chain.

This shortage is a matter of materials not being available to your contractor.  That contractor really does want your business, but they are unable to obtain the materials, whether shingles, fasteners, adhesives or what have you, to do the job quicker.

What is Causing the Shortages?

If the shortage was as simple as a single material, like shingles for example, that would be an easier answer.  Unfortunately, the roofing industry is facing shortages on almost all of the materials utilized regularly.

Without getting into any political quagmire, the root cause of the shortages is the Covid-19 pandemic.  The worldwide shut-down resulted in reduced availability of raw materials.  This reduced the ability of the manufacturer (many of whom were also on shut-down) to manufacture the supplies your roofer needs to repair your roof today.

Without the necessary supplies and materials, your contractor is simply unable to make those repairs as quickly as you and they would like.

A side-effect of the pandemic has also been a huge increase in roofing demands due to so much new construction taking place.  This increased demand has also increased demand for materials.  No doubt you can see the problem.  Increased demand with decreased supply results in significantly higher prices and longer wait times.

Another unexpected side-effect has been a shortage of labor.  From the laborer that obtains the raw materials through the truck driver that delivers the finished goods, there is a widespread inability to hire or retain employees.  This issue is contributing to the shortage crisis and the inordinately long wait time to have your roofing project completed.

If you aren’t sure this is accurate, go down to your local home improvement center and price some lumber.  If you can find what you’re looking for, you will see that prices have increased substantially.  This is due to that pesky supply/demand issue.

What Can You Do?

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Prioritize.  If you have an emergency repair situation, like a failing system or leaks throughout the building, ask your preferred contractor about securing the situation with a temporary repair until the materials can be obtained for a more permanent solution.

Plan.  If your project is non-urgent, plan ahead and get that contractor scheduled as soon as possible.  Waiting is not going to improve the supply-chain issue. You might as well get your place in line. Experts are predicting a year or longer for recovery, assuming no additional shut-downs go into place.  Getting the project scheduled so your contractor can order the necessary materials and enduring the wait time is definitely in your interest.

Patience.  As Americans, we are used to getting what we want or need right away.  Regardless of how many different contractors you call, you are going to face the waiting game.  This is an industry-wide problem.  In fact, it goes beyond the roofing industry and encompasses nearly all the construction trades.  In fact, depending on the type of business you run, you may be facing supply-line issues of your own.

If you’re still looking for that commercial roofing contractor, call the Choice Roof Contractor Group at (800) 670-5583.  We would be happy to help put you in touch with a qualified contractor in your area.

Material Shortage

We know it is not news to tell you that our industry is facing a crisis with the inability to get needed materials in a reasonable amount of time. Today, we’re going to do a deep dive into this dilemma.

What is Causing the Material Shortage?

You are probably as tired of these words as we are, but the primary answer is Covid-19. The pandemic, regardless of how you may personally stand politically, caused a widespread shut-down of our economy. Unfortunately, that shut-down included not only the manufacture of the materials we utilize daily in our industry, but also the production and distribution of the raw materials necessary to manufacture them. This double-whammy is the root of our existing situation.

Another side-effect of the pandemic is the pent-up demand. During the 2020 shutdown, many businesses, as well as citizens, chose to let their roof situation wait, rather than address it immediately. No doubt your bottom line reflected that decision. Now, with things getting back to a more normal level, there is a huge pent-up demand for roofing services. Again, we doubt this is any surprise to you. However, when you couple increased demand with decreased supply availability, we are seeing unprecedented price increases and wait times industry-wide.

A secondary issue is the unusual level of storms in certain regions of the country. Whether your region is facing more rain than usual or stronger storm intensity, usual weather patterns have increased roofing service demand beyond the norm.

Another, less recognized issue, is labor. We are all familiar with the shortage of applicants (qualified or not) we are facing for our own industry. However, we are not alone. Labor shortages are rampant in many of the industries we rely on. Distribution, for example, has been hard hit by a lack of laborers, truck drivers, delivery personnel and so forth. All of the labor shortage compounds an already bad situation.

What To Do?

Well, unless you have the ability to manufacture your own materials, your company is stuck with having the manage

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    the situation. If there is a positive side, your competition is facing the exact same situation. However, there are steps you can take to mitigate some of the resulting problems.

    Management of Expectations. As Americans, we aren’t very good at waiting. Unfortunately, that is what we have to teach our customers to expect at this time. Clear communication of wait times, with an explanation that those are also subject to change, will at least keep your customer from feeling lied to or betrayed when that roof project takes longer than anticipated.

    Research. Perhaps you don’t care for the concept but doing some research into alternative options may help reduce the wait. At the very least, knowing the available options and providing more information to your customers shows you are on top of the situation and underscores your level of professionalism in their eyes.

    Plan Ahead. If you frequently use the same basic materials on jobs, such as specific fasteners or a preferred type of adhesive, order a little extra with each job and try to keep them on hand. We aren’t advocating hoarding but having a few extras could be the difference between finishing the job on-time or not.

    Cooperation. Working together with your “competition” may be key to saving you both. Try to develop a team mentality with some of your colleagues and, should either of you be in a situation where material help is needed, perhaps the opportunity to share resources will arise.

    This “team” mentality is what Choice Roof Contractor Group is all about. Sharing knowledge, experience, strengths and resources in an effort to improve our industry and provide building owners with noteworthy professionalism and quality.

    If that is the sort of organization you want your company involved with, or if you would like more information on joining us, please call 800-670-5583 or reach out to us on the contact page.

    What Are Commercial Clients Looking For?

    Every growing commercial roofing contractor wants to know the answer to this very important question.  Figure out what those clients are looking for and your business is unstoppable!  Unfortunately, figuring that out, and then meeting that need, seems to be where many of roofing businesses fail.

    The Top 5 List

    Commercial building owners have a focus that is completely different than a residential homeowner.  They are business-people, first and foremost.  To get their attention, get their jobs, and keep them as ongoing clients, you must direct your marketing and your conversations toward that focus.

    Value.  Homeowners tend to worry about budget and cost.  A business owner, however, is more focused on the overall value.  They are much less concerned about the size of the initial investment if you can show them how it will outperform, outlast or in some other way be more beneficial over time.

    When making your proposal, show the cost/benefit analysis for the various solutions you may be suggesting.  If you’re suggesting a coating or single-ply option, include information on potential cost savings on labor installation, cost savings on utility bills as a result of lower cooling costs and, where appropriate, information on potential tax credits.  All of these add value to the installation and makes the decision-process easier.

    Follow through.  As a business owner, which would you prefer to work with… the person that promises the moon, but fails to deliver; or the person, even if more expensive, that always gives you everything they promised?  Now, which kind of roofing contractor are you?

    Commercial business owners are keenly aware of companies that fail to deliver on their promises.  Though you may be able to get that initial job, you will quickly find others getting future jobs from your clients if you are failing to follow through on your work or job quality.

    Organization.  Your potential client is running a business.  They don’t want to have to be involved in running yours as well.  The contractor that is well organized, able to set up independently and complete the job without interrupting the business owner unnecessarily is one that is a winner in that customer’s mind.

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      The secret to this is organization.  Your company and your crew need to be well organized, with clear procedures and processes in place to do the job without input from anyone else.  Make certain you have addressed all questions you or your customer may have, up front, before the job starts.  This type of organization shines out from the crowd.

      Clean up.  Seems like a trivial matter, but this is their business we are talking about.  Ensure that the entire area around the site is kept clear of debris on a regular basis, and that after completion clean-up is thorough.

      Paying attention to this level of detail reinforces your professionalism and underlines the level of respect you are showing to that commercial building owner and his/her tenants.  Though it may never be said, failure to do these things will definitely be noted and will weight heavily against any further, future projects they may have.

      Communication.  The commercial business owner or property manager has a lot going on.  Clear communication, whether in the form of an email, phone call or text, goes a long way.

      Materials didn’t arrive on time?  They’ve been there.  Send an email, detailing that the shipment is expected on XYZ date. Clearly state if this is going to impact completion dates or anticipated scheduling, then, if possible, offer any options that may work for them.  This is not an unnecessary interruption for your customer, rather it is an important communication as it directly impacts the promises you made and the schedule he/she may have in place.

      If you think about it for a minute, this probably sounds a lot like the kind of person you want to work with.  If you take the time to consider what type of person you would want to work with in YOUR business, you will have a better handle on what commercial clients want.

      If you are looking for more information, have suggestions or questions, or are interested in joining our group of industry professionals, please call us at 800-670-5583 or reach out to us on the contact page.

      Commercial Roofing Podcasts

      commercial roofing podcastsCommercial roofing contractors are frequently too busy to sit and watch a webinar or video, regardless of how important the information may be.  You’re driving to project sites, meeting with clients and multi-tasking throughout the day.

      However, stopping everything isn’t the only way to get the information you need while still being productive for your company. 

      This is where the podcast comes in.  While driving to that next project site, why not tune into a podcast that focuses on the topics most important to you and your industry? 

      Podcasts are free, easy to use and you can listen on the go.  Pretty much a win-win-win for you and your growing commercial roofing company.

      Top 5 Commercial Roofing Podcasts

      Here is our list of the top 5 podcasts currently available.  The podcasts were chosen mainly based on the quality of the information provided and its relevance to your business.

      Rocket Roof Show.  Setting itself apart by offering live streaming twice per month, the Rocket Roof Show features guests that range from industry leaders to experts in peripheral services, like accounting and marketing.  Hosted by Andy Near, the information is always spot on and relevant to your business interests and needs. 

      Additionally, Rocket Roof Show has made the top 10 best podcasts for roofers on multiple lists, including Castagra.com and others.

      Rocket Roof Show is available on multiple podcast platforms such as Apple Podcasts, Google Podcasts, iHeart Radio and Pandora.  If your time allows for watching video, they are also on YouTube.  More information and subscription opportunities are available at Rocket Roof Show. 

      Stories from the Roof.  This podcast is produced by RoofersCoffeeShop.com.  Produced on a less regular basis and audio only, the information provided is very relevant and engaging.  Like other podcasts, it offers interviews with guest speakers ranging from industry leaders to professionals involved with related services.

      If you want to review the information provided, they offer a nice little feature where you can review a transcript of the interview, giving you the opportunity to print the information or do a quick read-through.

      Stories from the Roof is available only at Roofers Coffee Shop.

      The Roof Strategist.  Producing 2 live episodes weekly on their YouTube channel, the Roof Strategist offers roofing sales training with a focus on retail and storm damage roofing sales.

      The Roof Strategist offers an actionable item during every episode.  These are designed to generate roofing leads, improve cold call techniques, and close sales.

      Making the top 10 list of roofing podcasts on Castagra.com, it is an informative program.   Available on Spotify and Apple Podcasts, more information is available at The Roof Strategist.

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        The Roofing Technology Think Tank.  With a name like that, you probably figured out this is a technology-focused podcast.  Airing once per month, this podcast focuses on the tech involved in all aspects of roofing, including accounting, finance, HR, sales, and productivity.

        Podcast topics have recently included items such as virtualizing your roofing business and environmental factors impacting the roofing industry.

        Podcasts are available on Apple Podcasts and through their YouTube Channel.  More information can be found at RT3 Think Tank.

        Roofing Contractor.  Though technically a magazine, Roofing Contractor works with organizations that produce podcasts and then makes them available for their subscribers.  Podcast producers submit their podcast to the magazine, which then uploads it to their site and distributes it.

        With such a diverse number of podcast producers, the chances are high you will find something informative and relevant to wherever your commercial roofing business is.

        For more information, go to Roofing Contractor.

        Want Other Options?

        Another way for you to get more information and grow your business is to reach out to the mentors and partners at Choice Roof Contractors Group!

        If you want to take that next step, call our team at (800) 670-5583.

        Still Growing Strong

        What a wild ride it has been the past 7 years! 

        Choice Roof Contractor Group was established as a nationwide brand to help commercial roofing contractors work together while concurrently providing better service to building owners. This idea has made an incredible impact on the industry. To learn more about our initial challenges and achievements to get to this point, visit the following blog: The First 5 Years.

        As we head into the start of a new roofing season, we look back at what has created the most success for our group and the members that are part of it.

        Fostering Industry Growth through Education

        The commercial roofing industry has been the beneficiary of innumerable technological advances over the last decade.  Improvements in materials, installation techniques, safety and other areas have made us more efficient and cost effective.

        However, none of that technology does any good for a roofing company if its team isn’t aware.  To make education more readily available, Choice Roof Contractor Group has been instrumental in developing multi-platform educational tools.

        Social Media.  With a presence on all the major social media platforms, Choice Roof Contractor Group has more than 1,600 followers directly and over 3,000 followers collectively via closely affiliated brands.  Information presented on these social media platforms include links to podcasts, video presentations, blogs, e-books, and other forms of educational information, allowing almost any user instant access.  All these opportunities are provided at no charge.

        Newsletter.  A weekly newsletter is provided to everyone interested in elevating their commercial roofing business.  This newsletter links to a minimum of 5 blogs, each providing valuable information, statistics, client viewpoints and other, relevant information designed to improve the commercial roofing organization.  This newsletter is currently being distributed to over 1,700 subscribers every single week.  Within the last few months, a total re-design has been completed, with updated, topical content being the focus. 

        Videos & podcasts.  Working closely with leaders in the space, Choice Roof Contractor Group is involved in the production of 2 live video broadcasts monthly.  Offering guest speakers that include industry leaders, as well as peripheral service experts, we cover the spectrum of commercial roofing related concerns.  Topics have included everything from growing your commercial roofing business to better bottom-line accounting.  Each episode is available on over 15 different podcast directories, including Google Podcast, Apple Podcast and Pandora.

        Workshops & Trainings.  Working with our group members and Conklin personnel, Choice Roof Contractor Group has provided information on over 30 different workshops and in-person training opportunities. 

        Blogs.  Since 2013, when we first launched this website, we have produced a LOT of written information!  In the form of blogs, these power-packed publications are generally less than 1200 words long, yet still convey the crucial information.  With 200+ blogs available, a short list of the 10 most popular might be helpful.

        As exciting as the past 7 years has been, we are doubly enthusiastic about what the future holds for all of us.  Though our industry has faced challenge and adversity over the past 12 months, the Choice Roof Contractor Group remains steadfast in its efforts to provide you and your company with all the information it needs to be successful and profitable over the next 7 years and beyond.

        If you would like more information or are interested in joining this group, please call us at 800-670-5583 or reach out to us on the contact page. 

        Here’s to a happy, profitable and healthy 2021.

        Environmentally Friendly Roofing Options

        Environmentally Friendly Roofing OptionsGreen is more than just a color.  In today’s society, green is a key part of life.  Looking for more environmentally conscious methods of doing things is the norm for many people and businesses. 

        With that thought in mind, it is imperative that roofing contractors have a firm grasp on the roofing options that are considered to be the most environmentally friendly. Here are 7 of the most environmentally friendly roofing options available on the market.

        Cool Roof Coatings

        You all know the value and demand intrinsic in cool roof systems. When applied by a professional roofing organization, cool roof coatings offer the following environmental benefits:

        • Reduced waste. These coatings pro-long the life of the existing roof. Delaying tear off means less waste in our landfills.
        • Energy efficient. The reflective nature of the bright-white formulation reduces electricity consumption to cool the building.
        • Reduced electricity demand. Less demand from utility companies reduces their need to generate electricity, causing a reduction in carbon dioxide and other hothouse gases.
        • Increased longevity. A coating can keep a roof leak-free for up to 20 years with regular maintenance, which again reduces waste by delaying tear off and replacement.

        Solar Roofing

        Unquestionably, this is the most cutting edge of the options discussed here. The most advanced solar roofing integrates the photovoltaic cells found in traditional solar panels directly into the roofing system.  The end result is a roof that is almost completely covered with photovoltaic cells. 

        • Energy efficient. Seriously… this option generates its own electricity.
        • Long lasting. Exactly how long in real-world conditions is still unknown as the technology is so new to market.
        • Reduced electricity demand. Less demand from utility companies reduces their need to generate electricity, causing a reduction in carbon dioxide and other hothouse gases. Think of this as cool roofing on steroids.

        Metal Roofing

        Metal roofing systems are a very popular choice in different geographical locations.  They are strong, durable, and aesthetically appealing.  Environmentally, they offer additional benefits to consider.

        • Recyclable.  Whether using recycled materials for a new metal roof or recycling the materials from a tear off, metal roofing is 100% recyclable material.
        • Reflective. The reflective nature of metal helps naturally cool the building by reflecting some of the solar heat away.
        • Long Lasting. Metal roofing systems can last decades.  That longevity reduces landfill burden by extending the time before replacement is necessary.

        Wood Shingles

        Wood shingles are another roofing option considered by many as environmentally friendly.  Though lacking in some of the benefits of other choices, wood shingles do offer some specific benefits.

        • Recyclable. At the end of use as a roofing system, wood shingles are fully recyclable and reusable in various capacities.
        • All Natural. Though not directly an environmental issue, the natural, organic aspect of wood shingles appeals to many in the “green” culture.
        • Long Life Span. Wood shingles have an average life span of 15 to 20 years, depending on environment, maintenance, and locale. 

        Clay Tiles

        Extremely popular in certain environments and locations, clay tiles are attractive, easy to repair or replace and have a lot of environmental benefit to offer their building owner.

        • Energy efficient. Clay tiles are superb at reducing heat absorbed into the building as well as retaining warmth in cooler temperatures.
        • Low maintenance. These tiles require no additional coatings, treatment, or other chemical modification to perform.
        • Sustainable. Clay tiles are manufactured from highly sustainable materials and with only minimal environmental impact in the manufacturing process.

        Slate Tiles

        Slate tiles are the rich man’s upgrade to the clay tile option.  Incredibly sturdy and attractive, though very heavy and expensive to install, slate tiles also offer green benefits.

        • Durability. Chief among the environmental benefit of slate tiles are their extreme durability and longevity.
        • Abundant Materials. Like their cousin the clay tile, slate tiles are manufactured from materials not considered scarce.  However, it could be argued that the means to retrieve these materials is, in itself, damaging to the environment.
        • All Natural. As previously noted, all natural is a valued feature for many environmentally focused individuals.

        Green Roofs

        Also known as “living roofs”, green roofs offer a different approach to improving the environment.  Green roofs transform an existing roofing system into a garden area.  Obviously, this is not appropriate for all roof styles (imagine this on your steep-slope structure), but can be an attractive option to consider.

        • Increased oxygen. The presence of living plants increases oxygen in the surrounding areas.
        • Birds & insects. Additional living areas for birds and insects, particularly bees, which have been shown to be highly beneficial.
        • Moderately insulative. Though less reflective than some of the other options discussed, the presence of soil and greenery naturally reflect a portion of solar heat away from the building.  Additionally, heat is better retained during cooler seasons.

        Want to Know More?

        There’s no better time than now! The Choice Roof Contractor Group is here to help by:

        • Offering mentorship to new contractors
        • Providing information on current topics and trends
        • Offering marketing tips to help you break into new territory
        • Providing roofing contractors with shared ideas and support

        With the help of our trusted members, your organization can become leaders in the environmentally friendly roofing options market. If you’re ready to learn more, call our team at (800) 670-5583.

        Solar Power & Roof Coatings – the PB&J of the Industry

        Everyone wants to “have it all”.  It is in our nature to want the best of all worlds. Unfortunately, we usually have “pick or choose” options.  Such is not the case when it comes to generating electricity via solar power while increasing energy savings. 

        While neither solar power nor roof coatings are new to the market, we have not seen much activity or marketing of combining the two together.  How would that work out?  Let’s look at what we know.

        Solar Power

        Solar power panels have come a long way over the years.  From the initial heavy clunky panels to the development of solar roofs, where the photovoltaic cells are built directly into roofing materials, solar keeps getting better.

        In 1954, solar power efficiency was around 6%.  New technology has increased efficiency near 40% in some of the highest-efficient designs!

        Cost is dropping phenomenally as well. In fact, the price of solar has dropped 70% just since 2010!  For the first time, solar power is reasonably priced for many residential or commercial buyers.

        The U.S. has enough solar power installed to meet the electricity needs for over 12.3 million homes, yet solar energy only accounts for 1.6% of the electricity generated annually.  There is HUGE potential in this market, and the demand is there.

        Residential roofing not your focus?  Then you might be interested in knowing that the SEIA (Solar Energy Industries Association) recently reported U.S. corporate solar investment increased more than 20-fold since 2010.  Corporate giants like Apple and Amazon are leading the charge, but good marketing, with sound data supporting it, can make a strong argument that solar is a good investment even for the smaller mom-and-pop owned commercial building.

        Roof Coatings or Membranes

        We all know (or should know) about the heat-reflecting properties of bright-white roof coatings.  Just in case there are a few out there that don’t, here are a few statistics that should interest you.

        • Reflective roof coatings or membranes can reflect up to 85% of the heat from solar rays away from the roof of the building. Traditional roofing materials reflect 5% to 15%.
        • Reflective roofing material can reduce the cost of cooling a building by 30% to 50%, depending on location.
        • Depending on the system, these coatings or membranes may last 20 years or longer and can easily be renewed with another coating application to avoid tear off.
        • Cool roof installation is anticipated to grow at over 5.7% annually over the next 5 years.
        • Single-ply membranes and coatings account for almost 25% of the cool roof market.

        Roof coatings/membranes are best installed on low-slope or flat roofing structures, as are solar power systems.

        The Combination

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        Here’s the kicker.  A recent study out of Ghana, combining both reflective roof coatings with solar power production noted that the roofs remained cooler, while electrical production was not affected.  In fact, overall electricity consumption was reduced in all buildings studied.

        Some industry leaders who have tried the cool roof/solar power combination report that the presence of a reflective roof coating increased the output of a solar power system as much as 10%!  As solar power systems work optimally at temperatures below 90°F, reducing the temperature of the roofing structure improves the overall efficiency of the solar panels and the entire system benefits.

        Another benefit of this combination is that the interior of the building is kept cooler by the reflective coating.  This reduces the power load necessary to run the air conditioning, again increasing the efficiency of the combination overall.

        Plus, maintenance couldn’t be easier if you go with a roof coating / solar panel combination. Essentially, you will never have to remove the racks that hold the solar panels since you can renew the roof repeatedly by putting on another coat. As long as maintenance is held up and nothing unexpected happens, you will never have to dismantle and reinstall the structure supporting your solar panels.

        Consider offering your environmentally focused customers a truly climate-conscious option, by combining the thermal efficiency of a reflective coated structure with the energy producing power of a solar power system. 

        For more information, feel free to reach out to our team. Call the Choice Roof Contractor Group at (800) 670-5583.

        Record-Breaking Throughout Pandemic

        The Choice Roof Contractors are excited to be part of record-breaking roofing history. Even in the midst of a pandemic, contractors throughout the nation are setting records, breaking records, then shattering those records!

        As a result of hard work and dedication, Conklin Contractors – the preferred manufacturer of Choice Roof Contractors – broke last year’s record for August orders by a whopping 8.8%! Collectively, more than $12.2. million in product was sold in just the month of August! Not only was the monthly record shattered, the Conklin Company also hit a new record for single-day sales. They achieved a $1.4 million day record on Thursday, August 27th, proving the commercial roofing industry is thriving even throughout a global pandemic.

        Choice Roof Contractor Group would like to congratulate all our members who took part in setting the pace for this record-breaking month. We are proud of your dedication to not only to Choice Roof Contractor Group and Conklin, but also to your communities.

        Setting the Pace – Proving Hard Work Pays Off

        Free Guide: How to Switch to Commercial

        Commercial Roofing Book

          Looking back to March, business owners throughout the country – and world for that matter – struggled with the havoc that the coronavirus continued to produce. However, the commercial roofing industry would not succumb to the economic hardships that the pandemic created. Instead, it opened opportunities for contractors across the nation to provide their expertise and cost-saving solutions while helping their local communities.

          A key part of this success? The cost-saving benefits of Conklin products.

          That’s right. Business owners across the country are turning to roofing solutions that not only extend the life of their existing roof but also save them money. Conklin’s roof restoration products are just a fraction of the cost of full replacement, reflect up to 85% of the sun’s UV rays – creating substantial energy savings, and provide seamless leak-free protection that will last for years to come! With the world turning to budget-friendly, energy-efficient options, contractors have been able to save their clients thousands of dollars without the need for expensive tear-off.

          Want to be Part of History?

          There’s no better time than now! The Choice Roof Contractor Group is here to help:

          • New commercial roofing contractors establish their reputation in their local markets
          • Residential contractors wanting to make the switch to commercial
          • Established commercial roofing contractors provide restorative solutions to their clientele

          With the help of our trusted members, you too can be part of history. If you’re ready to learn more, call our team at (800) 670-5583.

          Common Mistakes New Commercial Roofers Make

          When you’re starting out as a commercial contractor, whether switching from residential or you’re new to the industry, there are common mistakes that you can make. In order to establish yourself as an expert, it is important to avoid the following:

          #1: Not Understanding the Industry


          While this might seem obvious, commercial roofing contractors need to put in the time and energy to fully immerse themselves in the commercial roofing industry. Attend training events, read literature about the different roofing systems, understand low slope vs. steep slope applications, and select trusted manufacturers.

          If you are not familiar with the industry, joining a group like Choice Roof Contractors can put you on the road to success. Learn from industry-leading experts and those who have proven their success by establishing successful commercial roofing companies (not just for themselves, but for others too).

          #2: Sacrificing Profit to Secure Jobs

          Free Guide: How to Switch to Commercial

          Commercial Roofing Book

            Being the cheapest priced contractor is not a strategic game plan and is one of the fastest ways to go out of business. Many business owners understand that their roof is a vital investment, and monetary savings usually equals the expense of quality. Therefore, you should price yourself accordingly. If you want your work to be taken seriously, then provide quality work at industry standard pricing.

            #3: Not Being Properly Licensed and Insured

            If you’re considering skipping the paramount licensing and insurance requirements, you are taking a financial shortcut that could cost you tremendously in the long run. Business owners and property managers will check for your licenses and insurance. If you don’t have it, you will not be qualified for the job and everything it took to enable you to bid that job will be wasted. However, if they do not ask for it and you proceed, you can be at risk of a lawsuit if something goes wrong. Lack of license, lack of insurance = lack of future. If you want to establish a long-lasting commercial roofing company, properly license and insure your company from the get-go.

            #4: Not Marketing Your Company

            Marketing is a complicated project to tackle, and with many options available, it can be overwhelming. The best way to start is to ask yourself the following question:

            >> If I were looking for a reputable company, how would I go about finding one? <<

            Your own searching habits should help guide you to what a business owner will be looking for. Websites, social media, print material, and more should all be considered. If you skip having professional marketing items, a red flag may be raised by the business owner. It’s all about their peace of mind and being able to show them clearly that you do things right.

            Learn How to Become an Established Roofing Contractor

            While it might seem daunting, becoming a trusted commercial roofing contractor is ready for the taking. To learn more about how the Choice Roof Contractor Group can help, call us today. You can reach us at (800) 670-5583.