What Builders Say About Metal Roofing

By Sherwin-Williams.

When it comes to metal roofing, builders and homeowners alike enjoy a number of advantages.

Don’t take our word for it, though. Learn how metal roofing has completely transformed business for two contractors — Todd Meinhold and Adam Parnes.

Todd Meinhold is owner and president of H&D Quality Builders and the company’s Cool Roofs brand, founded to offer its Central Illinois customers metal roofing as a superior alternative to conventional roofing options.

With 25 years of experience in metal roofing, Adam Parnes’ Global Home Improvement serves customers in Philadelphia, New Jersey and Delaware. 

How and why did you start offering metal roofs? 

TM: Longevity. Niche market. Survival. Thanks to metal roofing, we work 12 months out of the year. Metal gets screwed down, so it allows me to keep my employees in the cold months. We put a metal roof on every home we build.

AP: The main reason was seeing the competition on the shingle roofing side. We saw the popularity of metal and the susceptibility of shingle roofs to high winds and weather. Metal roofing is a unique product that looks great and lasts a long time. We don’t exclusively do metal roofing, but at 80%, it’s the main portion of our roofing business.

Was metal roofing a tough business to break into?

TM: Breaking into it — no. But the labor learning curve and initial cost mean it’s an investment. Refining our business practices took some time. I recommend seeking out those who are installing metal roofs in the industry to learn from them. I also recommend getting plugged into some associations and digital marketing platforms.

AP: Not from the standpoint of competition. It was only tough on the front end because of the financial investment.

Does metal roofing require a higher level of skill or craftsmanship versus shingle roofs? If so, how did you find and train the best talent?

TM: It does require a higher level of attention to detail. The biggest challenge is getting people to understand the time you need to devote to putting a roof on. When you’re doing asphalt shingles, you typically put on squares per hour. In the metal roofing industry, that becomes hours per square. It’s a different way of thinking. You’re going to have three times the labor in a metal roof compared to an asphalt shingle roof. 

Adam Parnes, Global Home Improvement

Has metal roofing increased your profit margin?

TM: Exponentially. We’ve been able to take the peaks and valleys out of construction. We have a constant workflow, because everybody needs a roof. We’ve been able to make better business decisions, because we have cash flow. In fact, we can now offer health benefits, vacation, holiday pay and IRAs to our employees.

We’re trying to take the fear out of it for the new guys getting into the market. When we solve that, a lot of guys are going to be able to get in with confidence. It can be a huge, profitable side of your business. And, with profit comes warranty. If I make money, I can stand behind my workmanship.

What have you been able to accomplish that you weren’t able to do before adding metal roofing?

TM: We can offer employee benefits. We’re updating equipment and constantly looking for new opportunities. We’re pickier about the projects we take on. And, we’ve seen an increase in business.

AP: We’re able to define our target market, which is a higher-end customer who sees value in lifelong products. 

How does metal roofing benefit your customers?

TM: We can offer employee benefits. We’re updating equipment and constantly looking for new opportunities. We’re pickier about the projects we take on. And, we’ve seen an increase in business.

AP: We’re able to define our target market, which is a higher-end customer who sees value in lifelong products. 

How does metal roofing benefit your customers?

TM: We can offer employee benefits. We’re updating equipment and constantly looking for new opportunities. We’re pickier about the projects we take on. And, we’ve seen an increase in business.

AP: We’re able to define our target market, which is a higher-end customer who sees value in lifelong products. 

In your opinion, what are the top three benefits of metal roofing?

TM: Longevity, energy efficiency and durability.

AP: Aesthetics, longevity and weatherproofing.

Are all metal roofs created equal? What makes a quality roof?

AP: Just like anything, not all metal roofs are created equal. There are different levels of metal roofs and installation — the best roof can suffer from poor installation. That’s something people miss. We sell a service — installation — not just a product.

When a homeowner is undecided on a metal roof or asphalt shingle roof, what is your response? 

TM: Metal is worry-free, and the benefits make up for the higher upfront cost. 

AP: The price difference is huge, but metal roofing is well worth it. Asphalt stains and discolors, and it’s bad for the environment.

What is the No. 1 reason contractors should consider getting into the metal roofing industry?

TM: Consistency in workflow.

AP: Metal roofing sets you apart from the competition. 

What advice would you give another roofer who wants to get into metal roofing? 

TM: Seek out advice within the industry. Call some associations for help.

Want to learn more about building your metal roofing business and selling to homeowners? Contact Sherwin Williams for more information and valuable resources.

Main Image: Todd Meinhold, Cool Roofs

Original article source: Sherwin-Williams