Coatings are Red Hot Right Now – Here’s Why

By Karen L. Edwards, RCS Editor.

The roof coating market is growing rapidly and closing in on 20 percent market share.

Roof Coatings Manufacturers Assocation (RCMA) President Will Lorenz and Executive Director Dan Quinonez joined RCS partner Heidi Ellsworth for a recent Coffee Conversations to talk about how coatings are disrupting the roofing industry.

Will shared that the National Roofing Contractors Association (NRCA) estimates that roof coatings currently account for 12-15 percent of the market. Those numbers are only expected to continue to grow so contractors may want to consider adding coatings to their arsenal of services.

“You've got to have the ability to be flexible, to diversify, to enhance your technology, being creative and resourceful in order to take advantage of opportunities,” said Dan. “If you do adjust, I think you can navigate through this tough time and be successful.”

Coatings are a relatively easy market to break into since they are easy to install and don’t require large investments in expensive equipment. They are also increasing in popularity because more states and cities are interested in improving the sustainability in their areas. Property owners are also interested in sustainability and eliminating the need for a tear off keeps roofing waste out of landfills and provides a cost savings to the owner.

“I think [sustainability is] all the way up and down the supply chain,” explained Will. “Manufacturers are looking to make products with recycled material. They're looking to get products that can provide more sustainability, more durability and are longer lasting. These megatrends are here, and we have to embrace them.”

Dan shared that sustainability is much more prevalent than it was even 15 years ago. “RCMA and a number of the roofing groups are learning a tremendous more about climate change and energy efficiency, said Dan. “I remember talking to one of our long-term members, talking about black roofs over white roofs. He said, ‘20 years ago, you didn't have anybody, you had maybe one white coating product.’ It's changed now. Everyone carries that product. Everybody is part of that.”

As more states and cities mandate and require sustainability, RCMA’s role is to be a resource for both manufacturers and to those making the policy decisions according to Dan. “We coordinate with them and provide them data and information…to educate about the effectiveness of coating. So, when they make their decision, they have an understanding of the benefits of coatings.” 

Learn more about how coatings are transforming the industry when you watch the Coffee Conversation on demand.