Knowledge Sells

By Colin Sheehan, RCS Reporter. 

Did you know that 92% of homes across the United States are not correctly ventilated? 

RoofersCoffeeShop® has made it easier than ever for members of the roofing and construction industries to learn how they want, when they want with the Read, Listen, Watch (RLW) initiative. Whether you want to read a transcript, listen to a podcast or watch a webinar, the Coffee Shop has made it possible for you to learn your way.  

In a recent RLW, Nick Nobbe from Quarrix shares the importance of educating homeowners on ventilation. Fully equipped with recent survey results and informative stats, Nick reveals how contractor knowledge is more important than price and through educating homeowners on the importance of ventilation, you can close more sales and differentiate your business.  

In order to understand the homeowner's knowledge of ventilation and questions they have about ventilation, Nick and the team at Quarrix conducted a series of surveys and focus groups to dive into the particulars of ventilation. The study’s participants focused on homeowners who had gone through a roofing repair or replacement within the last six months or who were going through one at that moment.  

“We set up a series of focus groups and surveys in several markets across the United States [hosted by] myself and a member of our marketing team,” said Nick. “I would say one of the biggest summary points was that homeowners don't know a lot about roofing." 

Specifically, Nick found that a quarter of homeowners didn’t even know what type of roof covering they had or what roofing material was on their roof. The study also found that 75% of homeowners could not name the brand of shingles on their roof and about 60% of homeowners did not know the type of ventilation on their roof, specifically whether it was a ridge vent, static vent or mechanical ventilation. 

“When we asked these homeowners, ‘Why did you pick the contractor that you did and what were the important factors?’ ...price was almost never chosen as the number one factor. It always came down to knowledge,” explained Nick. “They wanted to make sure that they had a contractor who knew the products, knew the installation techniques and the science behind roofing and also some of the details around warranties.”  

The more knowledgeable the contractor, the better. This prevailing theme played out in nearly every single market inquired by the study. For instance, when homeowners were asked: ‘Did you pick the low, middle or high bids?’ rarely did homeowners ever pick the lowest bid.  

“It came down to that trust and comfort with the contractor,” said Nick. “Knowledge of your products, knowledge of roofing, knowledge of ventilation is built [homeowner] trust.” 

Read, Listen or Watch the entire webinar to learn more about the importance of sharing your knowledge with customers.