Roof coatings offer a variety of potential benefits, including extending the useful life of a suitable existing roof, improving weather protection, and reducing solar heat absorption when reflective coatings are used. But how does a contractor communicate the value of this roofing service to customers?
We put together some advice that can help.
Roof Coating Sales Tips
Demonstrate their value – As we briefly covered above, white roof coatings can offer value in several ways. A properly selected and installed coating system can provide a continuous protective surface over a compatible, properly prepared roof.
Reflective coatings can also reduce solar heat absorption and lower roof surface temperatures compared with darker roof surfaces. Depending on the building, climate, insulation, HVAC system, and roof construction, this may reduce cooling demand.
It is also important to explain that coatings are not appropriate for every roof. Wet insulation, structural deterioration, serious drainage problems, damaged materials, failed seams or penetrations, and other conditions may need to be corrected before restoration is considered.
Illustrate savings potential – Roof coatings can provide cost efficiency in several areas. Their application may involve substantially less tear-off and disposal than full roof replacement when the existing roof is suitable for restoration.
As a result, restoration can sometimes be more economical than replacement. Reflective coatings may also reduce cooling demand in some buildings.
When discussing potential energy savings, use building-specific information rather than promising a fixed result. Climate, roof reflectivity, insulation, HVAC efficiency, utility rates, building use, and other factors all affect the outcome.
Show the performance benefits – Applied in liquid form, many roof coatings cure to form a continuous, adhered protective surface over properly prepared roof areas.
When the existing roof is structurally sound and otherwise suitable for restoration, this new surface may help extend the useful life of the roof. Coatings can also be used to reinforce seams, penetrations, flashings, and other details as part of a complete restoration system.
White roof coatings may provide additional benefits through UV resistance, reflectivity, and elastomeric properties. Actual performance depends on the coating chemistry, substrate, application thickness, preparation, climate, drainage, and maintenance.
Discuss the potential HVAC benefits – A reflective roof surface can reduce solar heat absorption and lower roof surface temperatures. This may reduce cooling demand and the amount of heat surrounding some rooftop HVAC equipment during sunny conditions.
The actual effect on HVAC energy use depends on the building, insulation, climate, system efficiency, and equipment configuration. It is better to present reduced cooling demand as a potential benefit rather than promise specific HVAC repair or maintenance savings.
Address questions about colder climates – Building owners may ask about the “winter penalty” associated with reflective roofs. A reflective roof can reduce some solar heat gain during the heating season, but the overall energy effect depends on climate, insulation, snow cover, building use, heating efficiency, roof construction, and other factors.
For this reason, contractors should avoid promising that cooling savings will always outweigh heating penalties. Instead, evaluate the building as a whole when discussing the potential energy impact of a cool roof.
Explain weather protection and sustainability benefits – Roof coatings can improve the weather protection of a suitable commercial roof system, but performance varies by coating type and roof condition. Permeability, resistance to ponding water, adhesion, flexibility, and other characteristics should be evaluated using current manufacturer specifications.
When restoration avoids unnecessary tear-off, it may also reduce the amount of roofing material sent to disposal. Some coating systems can later be repaired or recoated when conditions allow, potentially extending the useful life of the existing roof.
Learn more from the group:
- Ongoing Support
- Shared Strategies
- Sales and Marketing Resources
- Professional Connections
Interested in Selling More Coating Jobs?
Choice Roof Contractor Group is a nationwide alliance of independently owned commercial roofing contractors. Members benefit from shared knowledge, sales and marketing resources, professional connections, and the experience of a larger contractor network.
Roof coating sales have historically been an important area of experience for many contractors in the group. Sharing practical knowledge about how to explain restoration, cost considerations, energy performance, and roofing options can help contractors communicate more effectively with building owners.
If you are interested in learning more about the group, review the membership information and available resources.
