Unlocking growth opportunities in a changing market

By Jesse Sanchez. 

Understanding the rise of roof coatings and how contractors can capitalize on this expanding market.   

In this CoatingsTalk, host Heidi J. Ellsworth sat down with Abby Feinstein, director of product management at CertainTeed, to discuss the evolving landscape of roof coatings. With a particular focus on how these coatings are becoming a crucial part of the roofing industry, the conversation highlighted key trends and opportunities for contractors looking to expand their services. 

“Coatings roof restoration has been the fastest growing or at least one of the fastest growing segments within the commercial roofing space,” Abby noted early in the discussion. “If you're not in, get in.” This advice comes as a reaction to the recent shift in the industry, where more contractors report working with coatings than traditional roofing materials like shingles and factory-made membranes. According to Abby, this growth is driven by several factors, including the economic advantages and sustainability benefits that coatings offer. 

One of the major selling points discussed was the low barrier to entry for contractors. “You can literally walk into Home Depot, spend 70 bucks, and have the tools you need to start a repair and maintenance group,” Abby explained. This accessibility allows contractors, especially those in residential roofing or those new to commercial projects, to begin offering coating services with minimal investment. Moreover, the training required to apply roof coatings is considered less intensive compared to traditional roofing methods, making it easier for contractors to add these services to their portfolio. 

Abby made the point that roof restoration, a key application of coatings, offers a cost-effective alternative to full roof replacements. She noted that this method is particularly appealing in today’s market where budgets are tight. “If you can help a client maintain their roof and spread out their budget, you're building a relationship that brings them back to you in 10 years,” she said. This approach not only saves money for building owners but also creates long-term business opportunities for contractors. 

The sustainability angle also plays a significant role in the rising popularity of roof coatings. Abby pointed out that coatings can dramatically reduce the environmental impact of roofing projects by avoiding the need for tear-offs and minimizing waste. Additionally, reflective coatings can lower a building's energy costs by reducing heat absorption, a benefit that appeals to environmentally conscious clients. 

Read the transcript, Listen to the podcast or Watch the webinar to learn more about how to capitalize on the rise of roof coatings!