April 2018

Florida

April 2018

ROOFING A Publication of the FRSA – Florida’s Association of Roofing Professionals

Silica Remains a Point of Contention S.T.A.R. Awards Community Service Roofing Project Winner Sharing Knowledge and Experience on Unique Installations FRSA Attends Roofing Day in DC: The Power of Teamwork She Thinks My Roof is Sexy FRSA Leaders at Work

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TABLE OF CONTENTS April 2018

Florida

ROOFING Available Online at www.floridaroof.com/florida-roofing-magazine/

FRSA-Florida Roofing Magazine Contacts: For advertising inquiries, contact: Heidi Ellsworth at: heidi@floridaroof.com (800) 767-3772 ext. 127 All feedback including Letters to the Editor and reprint permission requests (please include your full name, city and state) contact: Lisa Pate, Editor, at: lisapate@floridaroof.com (800) 767-3772 ext. 157 Florida Roofing Magazine, PO Box 4850 Winter Park, FL 32793-4850

10 | S.T.A.R. Awards Community Service Roofing Project Winner

View media kit at: www.floridaroof.com/ florida-roofing-magazine/

7 | Silica Remains a Point of Contention 13 | Sharing Knowledge and Experience on Unique Installations

On the iPad

20 | FRSA Attends Roofing Day in D.C.: The Power of Teamwork FRSA sends a delegation to Washington for NRCA's Roofing Day in D.C. 2018 to send a message about regulatory and immigration reform and workforce development and training.

28 | She Thinks My Roof is Sexy

www.is.gd/iroofing

30 | FRSA Leaders at Work FRSA members are working to forward industry efforts. How can you get involved in the opportunity to serve, share and learn?

Any material submitted for publication in Florida Roofing becomes the property of the publication. Statements of fact and opinion are the responsibility of the author(s) alone and do not imply an opinion or endorsement on the part of the officers or the membership of FRSA. No part of this publication may be reproduced or transmitted in any form or by any means, without permission from the publisher.

Florida Roofing (VOL. 3, NO.4), April 2018, (ISSN 0191-4618) is published monthly by FRSA, 7071 University Boulevard, Winter Park, FL 32792. Periodicals Postage paid at Orlando, FL. POSTMASTER: Please send address corrections (form 3579) to Florida Roofing, PO Box 4850, Winter Park, FL 32793-4850.

www.floridaroof.com | FLORIDA ROOFING

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PRESIDENT’S COLUMN Charlie Kennedy

FRSA at Work for Its Members What a great success NRCA’s Roofing Day in D.C. 2018 was for the industry! Florida was well represented and we had the opportunity to visit local congressional representatives and senators, carrying one united message to all.

Thanks to those members from Florida who made this event such a success.

And speaking of successes – FRSA’s financials are looking great through the first half of the year (our fiscal year runs October 1 through September 30), with all the big financial indicators – membership dues, Florida Roofing & Sheet Metal Expo and Florida Roofing Magazine, way ahead of budgeted bottom lines.

April officially kicks-off our membership promotion, where nonmembers, who have not been members during the past three years, can join FRSA at half-price for the remainder of our fiscal year. The Membership Committee is pushing hard to hit the 800-member companies mark by the FRSA Convention and Expo, and we’re only 23 companies shy of that goal. If you know of a nonmember company you’d like to refer, please contact Maria at 800767-3772 ext. 142.

Key West, Jacksonville, Key Largo, Orlando, Washington D.C., New Orleans, Palm Beach, Sarasota – sound like a concert tour schedule? It’s actually the cities to which FRSA staff and Executive Committee members have traveled since the beginning of January representing the roofing industry, handling issues that affect your business. We, FRSA staff and volunteer members, spend a great deal of time discussing, strategizing and attending meetings on behalf of the industry on everything from code and legislative issues, to education and promotion of products and services. FRSA is your one-stop shop for everything you need to make your business successful.

We offer code and technical assistance to members, legal and legislative advice from our member partners, Legislative Counsel Cam Fentriss and Legal Counsel Trent Cotney, Human Resource advice from Seay Management, full service banking options from the FRSA Credit Union, workers’ comp insurance from the FRSA Self Insurers Fund, and educational opportunities from the FRSA Educational and Research Foundation. Come to think of it – our membership dues certainly provide us access to a number of great services that you can’t find packaged together anywhere else. If you are not an FRSA member, now is the time to consider joining – contact Maria at 800767-3772 ext. 142 or by email at maria@floridaroof.com and take advantage of the special half-price offer.

Registration is now open on FRSA’s website, www.floridaroof.com, for the 96th Annual Convention and the Florida Roofing & Sheet Metal Expo. On the right side of the home page you’ll see a button marked “Register Now.” Click on it for more important information on events taking place at the Gaylord Palms Resort and Convention

Center in Kissimmee, Fla., located just outside of Orlando. See page 14 for more information.

As a reminder, this is a renewal year for Certified Roofing Contractors, and you’ll need to have all 14 continuing education credit hours by August 31. If you’ve taken your education courses through the FRSA Educational Foundation and need to know what hours you’ve completed, please contact Meghan at 800-767-3772 ext. 123 or by email at meghan@floridaroof.com. FRSA President Charlie Kennedy, FRSA tracks all seminar hours for Gainesville Roofing & Co. Inc. contractors who take their courses through the Foundation.

This week has been especially hard for me, as I (and many members) stand by FRSA Immediate Past President George and Kara Ebersold through the loss of their son, Austin Ebersold, who passed away in a motorcycle accident. A scholarship has been set-up through the FRSA Educational Foundation in Austin’s name. Those who would like to donate can contact Mike Reed, FRSA, at 800-767-3772 ext. 167 for more information. Our thoughts and prayers are with the Ebersold family.

May God Bless you!

Charlie Kennedy FRSA President charliekennedy1@aol.com

FRSA 2018 Charity of Choice

www.floridaroof.com | FLORIDA ROOFING

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FRSA LEGAL COUNSEL Trent Cotney, PA, Cotney Construction Law

Roofing Day 2018 Being part of the roofing industry for the last 20 years, I have seen FRSA constantly fight for roofing contractors.

The industry is besieged with challenges, including lack of skilled labor, insurance issues and government regulation.

On March 7, 2018, FRSA and many of its members participated in NRCA’s Roofing Day in Washington, D.C. With at least 45 attendees, Florida had the most participation of any state and was recognized for its efforts.

What was Roofing Day? It was a chance for us as roofing professionals to make sure our collective voice is heard by Congress. The 400-plus attendees were able to speak with 87 percent of Congress and focus on three key industry issues. The Florida attendees spoke with the offices of Senators Rubio and Nelson as well as their respective Representatives.

Immigration was the first issue discussed and focused on reform that would assist the industry and maintain its professionalism. The position advocated for legal immigration but also asked Congress to implement a pathway to allow those working under Temporary Protected Status (TPS) to adjust to legal permanent resident status. The biggest threat to roofing is lack of skilled labor, and we need an immigration system that allows roofing contractors to legally supplement their workforces to meet demand.

The next topic focused on workforce development. As many of you are aware, vocational and technical training has diminished and is desperately needed to make sure we have workers capable of performing skilled roofing work. FRSA supports the Strengthening Career and Technical Education for the 21st Century Act (H.R. 2353), which expands opportunities for work-based learning programs, strengthens incentives for the development of industry-recognized credentials and provides new opportunities for collaboration between employers and educational institutions to meet local work force needs.

Finally, we advocated for regulatory reform. NRCA and FRSA support the Regulatory Accountability Act (S. 951) which will require government agencies such as the Department of Labor (OSHA) to engage in stakeholder participation prior to the consideration of rule implementation. In addition, a cost-benefit analysis will be performed on all new regulations to minimize adverse economic impacts. By allowing the roofing industry’s voice to be heard in the process, less burdensome regulations will be implemented thereby helping our industry to grow and prosper while still keeping safety as a top priority.

For those of you that were unable to attend this year, we look forward to seeing you next year in D.C. Florida roofers need to make their voice heard in front of Congress and help them understand that we are a force to be reckoned with!

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FLORIDA ROOFING | April 2018

Author’s note: The information contained in this article is for general educational information only. This information does not constitute legal advice, is not intended to constitute legal advice, nor should it be relied upon as legal advice for your specific factual pattern or situation. Regulations and laws may vary depending on your location. Consult with a licensed attorney in your area if you wish to obtain legal advice and/or counsel for a particular legal issue.

Trent Cotney is an advocate for the roofing industry, General Counsel of FRSA, NWIR, WCRCA and PBCRSMA, and a Florida Bar Board Certified Construction Lawyer. For more information, contact the author at 813-579-3278 or visit www.trentcotney.com.

Silica Remains a Point of Contention Tyler Allwood, Director of Business Development, Eagle Roofing Products Silica remains a hot topic throughout the construction and manufacturing worlds. As most people know, OSHA put its silica rule into place in June of 2016. While the roofing industry and many other construction and business organizations fought its implementation, the rule was rolled out and the compliance date was set. After a delay, it went into effect September 23, 2017.

The new rule lowers the Permissible Exposure Limit (PEL) of 50 micrograms per cubic meter (action level is 25 micrograms), averaged over an eight-hour day. This is an 80 percent decrease from the previous PEL and changes, considerably, the construction practices necessary to meet the new levels. Despite factual data showing decreases in deaths due to silica exposure under the existing PEL, OSHA believes that the new rule and lower PEL will prevent 600 silica-related deaths per year across all industries. OSHA does not specify how many deaths the rule will prevent in the roofing industry. In actuality, there are no records of deaths related to exposure to respirable silica involved in roofing activities.

According to OSHA, there are two paths to compliance: 1. Use an engineering control method from Table 1 in the rule, or

2. Measure worker exposure and choose the best dust control method for the job.

However, it is becoming obvious that OSHA was not fully prepared to deal with compliance for this rule. The new permissible exposure limit seems arbitrary and good guidance for how to comply has not been provided. Because uninformed assumptions were made about standard roofing practices in the rulemaking process, using the suggested compliance methods can be dangerous to workers.

Additionally, measuring respirable silica at such small levels on a real jobsite is going to be very difficult.

What has this meant for the roofing industry so far?

Has it had the immediate depressive effects on the building industry that many worried about? As of now, it

Table 1: Specified Exposure Control Methods When Working with Materials Containing Crystalline Silica

Equipment/Task Handheld power saws (any blade diameter)

Engineering and Work Practice Control Methods

Required Respiratory Protection and Minimum Assigned Protection Factor (APF) ≤ 4 hrs/shift

> 4 hrs/shift

• When used outdoors

None

APF 10

• When used indoors or in an enclosed area

APF 10

APF 10

Use saw equipped with integrated water delivery system that continuously feeds water to the blade.

Operate and maintain tool in accordance with manufacturer’s instructions to minimize dust emissions

www.floridaroof.com | FLORIDA ROOFING

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does not appear that the rule has made a very big impact.

While it is important for contractors to take this measure seriously and to make efforts to comply, respiratory Silica compliance does not seem to be a priority for OSHA. In a memorandum to the tile industry, Anthony Tilton of Cotney Construction Law, LLP, writes: “Despite the new regulations, the apparent impossibility of complying with the Permissible Exposure Limits (“PEL”), and OSHA’s overall failure to provide compliance and education assistance needed to realistically promulgate such a regulation, we write today with one very clear message: All is not lost for those of us who make a living cutting, manufacturing, installing, and supplying concrete and masonry tile.”

Tilton performed a review of all citations in a one-year span, from October 2016 to September 2017, which shows that there were very few fines levied for the generic category of “air contamination.” There were six citations ($17,716 in penalties). That is compared to 7,006 citations for alleged fall protection violations ($33,208,948 in penalties). The difference is striking.

Can contractors ignore the silica rule?

It is very important that contractors not take the lack of enforcement as a reason to ignore the rule. We all understand that worker safety is paramount. Unfortunately, OSHA’s suggested compliance methods may make jobsites less safe. Table 1 in the rule provides the controls that OSHA believes will make compliance possible.

In addition to the controls in Table 1, OSHA requires contractors to: ■■ Establish and implement a written exposure control plan that identifies tasks that involve exposure and methods used to protect workers, including procedures to restrict access to work areas where high exposures may occur.

■■ Designate a competent person to implement the written exposure control plan.

■■ Restrict housekeeping practices that expose workers to silica where feasible alternatives are available.

■■ Offer medical exams—including chest X-rays and lung function tests—every three years for workers who are required by the standard to wear a respirator for 30 or more days per year.

■■ Train workers on work operations that result in silica exposure and ways to limit exposure.

■■ Keep records of workers’ silica exposure and medical exams.

It is difficult to rationalize the suggested controls, given the lack of evidence of deaths due to silica exposure during roofing activities. In fact, it is possible that these new control methods may cause more fall deaths.

Contractors are left to figure out how they should safely introduce wet saws on steep-slope roofs. Their options are likely limited to creating slippery surfaces for workers to 8

FLORIDA ROOFING | April 2018

navigate, or increasing trips up and down ladders to make wet cuts on the ground.

As contractors begin to assess their options for compliance, it is critical that they develop a written exposure plan. This is the document that establishes how the contractor intends to limit worker exposure to respirable silica. It is similar to a written fall protection plan. There are many templates available online that allow contractors to tailor their plan to their specific needs. Additionally, a competent person should be established and identified in the plan. This is the person who will maintain the plan.

Unlike with fall plans, this person does not need to be present on the jobsite. All workers that perform activities that create respirable silica must be trained on the contents of the written exposure plan so that they understand the controls being used.

Industry Efforts

The industry continues to work hard to seek relief from the Silica Rule. Specifically, the Tile Roofing Institute is redoubling its lobbying efforts with help from its Eastern and Western Contractor Advisory Groups. On a recent trip to DC, the TRI Government Relations (G-R) Committee added three contractor members. The group had the chance to meet with the House Education and the Workforce Committee’s Subcommittee on Workforce Protections, the House Small Business Committee and the Small Business Administration’s Office of Advocacy.

The GR Committee members explained that: ■■ OSHA’s silica rule must prioritize fall-protection safety hazards.

■■ Engineering controls in Table 1 pose serious safety issues for tile roofing workers on steep slope roofs.

■■ Hand-held wet saws are not an option; nor is cutting on the ground; nor is scaffolding.

■■ APF 10 respirators pose another major safety concern.

■■ The Construction Industry Safety Coalition is meeting with OSHA to draft an RFI to expand Table 1.

■■ We need a “tailored approach” to meet tile roofing’s needs.

There is still a lot of work to be done and contractors need to be conscious of the requirements being placed on them, but it is important to understand that real efforts are in the works to reduce the onerous mandates of the silica rule.

Tyler Allwood is the Director of Business Development for Eagle Roofing Products and a member of the Tile Roofing Institute Government Relations Committee and FRSA’s Roof Tile Committee. Tyler was a roofing contractor in Florida prior to joining Eagle and served as President of the Sarasota/ Manatee affiliate of the FRSA.

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S.T.A.R. Awards Community Service Roofing Project Winner Florida Roofing is continuing coverage of the winning projects from the 2017 S.T.A.R. Awards – the Spotlight Trophy for the Advancement of Roofing – which highlights industry projects throughout Florida.

FRSA members submitted their roofing projects completed during the previous year, along with an application detailing the project, in-progress and completion photos for placement in one of six categories.

Project submission required a description including tear-off (if applicable), preparation, design work, installation, problem solving and any other information that might be unique to the job, such as safety requirements or field fabrication.

Categories for submission included: Sustainable, Community Service, Steep Slope, Low Slope, Specialty Metal, and Unique.

A panel of three industry professionals was established to review the submitted projects. Judging criteria included, but was not limited to: aesthetics, size, completion time, special circumstances, unique project design, complexity of project, workmanship, teamwork, testimonials, and creative problem solving. The judges selected three projects in each of the six categories to receive either first, second, or third place S.T.A.R. Awards.

Guyson Construction Inc. won first place for the Community Service category for their Operation Roof and Ramp Veterans project. Their team consisted of: Contractor: James “Doyle” Guy Estimator: Jeff Siemiet Project Manager: James “Doyle” Guy

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FLORIDA ROOFING | April 2018

Manufacturers: Atlas Roofing Corp. and Baker Metal Works Manufacturers Rep.: Billy Valas Distributor: Sunniland Roofing Supply Co. Distributors Rep.: Kyle Christopher General Contractor: James “Doyle” Guy Project MVP: Guyson Crew

In December 2015, the employees of Guyson Construction, a small local construction company in Lynn Haven, FL, made a decision to give back to their community. It was decided that the best way to do this was to use the skills and resources at their disposal to make a difference in the lives of some local military veterans. The roofers of Guyson Construction decided that they would use their trade skills and donate all the required labor to install a new roof for a local veteran in need, while the carpenters decided that they would use their trade skills and donate all the required labor to install a new Handicap Accessible ramp for a local veteran in need.

The office staff, employees and wives of Guyson Construction, decided that they would work together to raise money through a silent auction, yard sale and fish fry, with all proceeds donated to a Veterans Association that helped local veterans in need. And, that’s how the “Operation Roof and Ramp” project was born!

The team from Guyson was fortunate to have great local business partners, Baker Metal Works, Sunniland Corporation and Bayside Lumber, who agreed to donate all of the material for the roof and ramp projects.

The team contacted Commander Sam Spice of the American Legion Post 356 and were able to find

a community partners willing to work with Guyson Construction in several ways: Getting the Word Out – Assisted in reaching out to needy veterans in Bay County to let them know about Operation Roof and Ramp. This was accomplished through many avenues, including, but not limited to: ■■ Word of mouth – placing flyers up at their post and writing up an article in their newsletter about the project; ■■ Delivering the flyers and applications to local American Legions, VFW’s and other organizations where veterans may be reached; and ■■ Appearing on several television interviews with local TV stations.

Selection Committee – Agreeing to provide several volunteers to be part of the Selection Committee that would choose the recipients of Operation Roof and the Ramp.

Donations – Giving donations to be sold at the yard sale.

Volunteering – American Legion Post 356 members volunteered their time in preparation of Operation Roof and Ramp, as well as showing up on the

Industry Updates

fund-raising day spent out in the hot sun, to assist with the set-up, fish fry, yard sale, silent auction and tear down of Operation Roof and Ramp.

After six months of preparation, along with the combined resources of a host of local businesses and individuals, Guyson Construction proudly announced that “Operation Roof and Ramp” was able to provide and accomplish the following: ■■ New 48-inch Handicap Accessible Entry Ramp for veteran David Bennett of Callaway, FL ■■ New 36-inch Handicap Accessible Ramp for veteran Charles Hunt of Panama City, FL ■■ New shingle roof system for veterans Cecil & Maria Brunson of Parker, FL ■■ New metal roof system for veterans Carl & Amanda Sorenson of Panama City, FL ■■ $4,250 was donated to the Veterans Service Fund at the American Legion Post 356 Congratulations to the team from Guyson Construction on a wonderful Community Service Project and in giving back to the community!

Atlas Roofing Employee and Products Featured on HGTV Show

Atlas shingles, featuring Scotchgard MFM Building Products is a manufacturer of a full Protector by 3M, envelope of self-adhering waterproofing and weathand underlayment er barrier products for the building industry since were installed 1961. The flagship product for the company is Peel & on the home of Seal, which is celebrating its 30th anniversary in the an Atlas Roofing marketplace.

Corp. employee Peel & Seal was first introduced by MFM in 1988 featured on an epas a self-stick, roll roofing waterproofing membrane isode of the HGTV specifically designed for low-slope roofing and general home renovation flashing applications. The product received several series, “Home U.S. Patents for its unique composition of laminated Town.” aluminum foil, high-density polymer films and a layer The show, based in Laurel, MS, is hosted by Ben and of rubberized asphalt adhesive. The product adheres Erin Napier and focuses on renovating historical houses directly to the substrate and is self-sealing around in their small town. Titled “A Little Rough, A Little fasteners to create a watertight bond. This product proRefined,” the show aired on February 26. It showcased vides a long-lasting, durable, maintenance-free roofing the renovation of the home of Cory Burks and his surface without the use of coatings or coverings. The family.

Burks, who lives in Laurel, is the quality control aluminum surface reflects heat keeping internal temmanager for the web technologies division at the Atlas peratures cooler, lowering utility costs. manufacturing plant in Meridian.

Usage of the product includes whole roof covPart of “Home Town’s” second season, the Burks’ erings, flashing around exterior protrusions and renovation included installing a new roof, for which skylights, as well as any hard to waterproof architecAtlas Roofing supplied its Signature Select Roofing tural detail. To request a FREE sample of Peel & Seal System.

Products included 38 squares of its HP42” and view complete product information, please visit format shingles in StormMaster Shake Majestic Shake, www.mfmbp.com. featuring Scotchgard Protector by 3M, and Summit 60 underlayment.

Peel & Seal Waterproofing Membrane Celebrates 30th Anniversary

www.floridaroof.com | FLORIDA ROOFING

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Sharing Knowledge and Experience on Unique Installations Manny Oyola, Jr, Technical Manager Eastern Region/FL, Eagle Roofing Products As our world changes and the tile industry continues to evolve, it’s always a great feeling to get that call for a challenging roof tile installation, the type that doesn’t come along every day.

Recently I received a call from a young contractor in the town of Odessa, Florida. The gentlemen wanted some guidelines on the installation of pan and cap tile (barrel tile).

I thought to myself, no problem that should be pretty simple. However, during our conversation it came to light that what was really being asked of me was to instruct a session in the art of installing barrel tile on a turret roof.

Wow, OK, any of you who have worked on and learned this process know it’s a very slow, time-consuming installation.

I began by asking how much tile installation experience the crew had and asked to look at a completed job for my own peace of mind. The contractor asked me to meet him on the job site which they were presently working on.

When I arrived at the job site, to my amazement the tile roof which was in progress, was a high-profile tile and it looked really great by all standards. The lines from the ground looked perfect and the mud work was that of a very seasoned and skilled crew.

What a relief it was to see such work and meet the crew to start our training. As I guided them through the process they asked a lot of great questions and had great input to our conversation. We put together a mockup and started to work.

At the end of our impromptu workshop we went up on the roof and started to use the measurements that we had worked out for this particular roof slope and size of the tile being installed. Unfortunately, the weather started turning bad. As we in the industry know, this can happen in the blink of an eye. As we parted ways that afternoon, they said that as long as I made myself available by phone, the job should be done properly.

That being said, I hope you enjoy these photos. The crew shared them with me, and let’s always remember that sharing the old school ways can ignite the spark which has always been part of what makes our industry great.

Manuel “Manny” Oyola, Jr., is the Technical Manager Eastern Region/FL, Eagle Roofing Products. Manny holds a roofing contractors license and is an active member of the Tile Roofing Institute (TRI). He is also an active member of FRSA’s Codes and Regulatory Compliance and Roof Tile Committees, and on the Codes Subcommittee, as well as participating on the FRSA-TRI Manual Reformatting Committee. Manny teaches roof tile courses for TRI and FRSA. www.floridaroof.com | FLORIDA ROOFING

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To Do: Make Plans to Attend FRSA’s Annual Convention & Expo Cheryl Sulock, CMP, CSEP, FRSA Director of Convention and Expo With numerous jobs in progress, a phone that doesn’t stop ringing, and an overflowing inbox, it may be hard to think about FRSA’s Annual Convention & Expo or anything that will be happening this summer. The reality, however, is that you probably can’t believe it’s April already and in just two quick flips of your calendar, you’ll be asking if it’s really June. Now is the best time to take a short break to make sure your travel plans are set, your spot is reserved at your preferred events, and you get the most bang for your buck.

FRSA’s 96th Annual Convention & Expo will take place at the Gaylord Palms Resort & Convention Center in Kissimmee, Florida. The upscale resort offers the convenience of having everything in one place – the expo hall, meeting rooms, evening functions, and sleeping rooms – all under one roof.

You can reserve a room in the FRSA room block for $159 per night for single or double occupancy. A resort fee of $20 per night has been included in this discounted rate. To reserve your room, call the Gaylord Palms Resort directly at 407586-0000 or visit www.floridaroof.com for a link to book online. The discounted rate is available until May 27th unless the rooms are sold out before then, so book today to lock in a room at this beautiful property.

With your travel plans set, it’ll be time to register for the event. FRSA recently launched the 2018 online registration site. Visit www.floridaroof.com and click “Register Now” to reserve your spot at the largest regional expo in the industry.

The site is packed with details on the sporting, educational and social events. Log in with a unique email address, add the events you would like to attend to your virtual shopping cart, and check out with your preferred method of payment.

To get the most bang for your buck, consider purchasing a Full Registration. The Full Registration – CE Seminars package includes 7 hours of continuing education, Wednesday Night Welcome Reception, Thursday Business Lunch, Thursday Night S.T.A.R. Awards and FRSA Officer Installation Dinner, S.T.A.R. Awards After-Party, admission to the Florida Roofing & Sheet Metal Expo for two days, and a chance to win the $1,000 Grand Prize. The Full Registration – Ladies Program includes tickets to the Thursday and Friday Ladies Programs, Wednesday Night Welcome Reception, Thursday Business Lunch, Thursday Night S.T.A.R. Awards and FRSA Officer Installation Dinner, S.T.A.R. Awards After-Party, admission to the Florida Roofing & Sheet Metal Expo for two days, and a chance to win the $1,000 Grand Prize. Purchasing a Full Registration guarantees your spot at exciting networking opportunities, all at a discounted rate. Register by May 27th for the best rates possible. FRSA members receive additional discounts. Not a member? Call Maria Armas at 800-767-3772 ext. 142 to join today!

Not convinced that the Full Registration is right for you?

Individual tickets to all social events and seminars can be purchased online. Also, if you are looking to attend seminars only, 14

FLORIDA ROOFING | April 2018

you can purchase a Continuing Education Package which provides you with 7-hours of seminars at a discounted rate.

Be sure to include the kids when making your plans! The Gaylord Palms Resort offers the Cypress Springs Family Fun Water Park, an arcade, and a complete line up of recreation activities. Sign up your 4-17 year olds for the Full Registration – Kids Package and get tickets to FRSA’s full line up of kids activities. From Creativity Night to a Magic Workshop, a day at Gatorland, and a Fun in the Sun Pool Party, we’ve got something for everyone.

We won’t let the kids have all the fun though, as we’ve planned three exciting sports tournaments that are perfect for the whole family. Make your perfect putt in our golf tournament at Celebration Golf Club in Kissimmee, test your shooting skills at our clay shooting tournament at Tenoroc Shooting Range in Lakeland, or reel in a big one at our fishing tournament at Sunrise Marina in Port Canaveral. All tournaments take place on Wednesday, June 27 and preregistration is required. Pricing for all tournaments will increase after May 27 so sign up early to guarantee your spot and save some money!

Planning to register once you get to the Expo? Onsite registration will be available, but lines may be long. Attendees and exhibitors are strongly encouraged to visit www.floridaroof.com and register today. Exhibitors will need a special access code to register for an exhibitor badge. This code was included in your exhibitor kit. For assistance, please call 800-767-3772 ext. 100.

Make your plans, check it off your to-do list, and get back to work! We look forward to seeing you all in June!

In the meantime, stay up to date on event details by liking us on Facebook (www.facebook.com/flroof), following us on Twitter (@FRSAExpo), and downloading the event app (www.eventmobi.com/frsa).

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Polyurethane Adhesives + Industry Support + Education + Training = Better Roofing Systems Max Miller, Vice President, ICP Adhesives & Sealants, Roofing Products Hurricane Irma lashed ashore in the Florida Keys and continued up the West Coast of Florida, causing havoc to all in its way. Unfortunately, roofing again received much attention with roof tiles receiving much of the negative press as metal roofing received praises for its ability to withstand hurricane force winds. The truth is, there were no real winners. As a matter of fact, there were no materials in my humble opinion that really stood out as being the go to roofing product until one really looked further. There was damage to all systems – shingles, metal, concrete and clay tiles. Yes, there were roofing systems that faired extremely well; roof tile was certainly among them.

I would hope that if the industry has learned anything over the years and the many wind events that we have experienced, it’s that we don’t jump to any conclusions, as many erroneously did again, until they have spent the proper time and energy to really evaluate the causes of failures and the reasons for the successes. Like many of you reading this article, I have spent many years (35-plus) in the construction industry with 30 years dedicated to the roof tile and adhesive segment. We have witnessed a lot more than typical wind and rain events across the country, but let’s center this discussion around how our roof tile industry is laser focused on how to improve on our ability to install a tile roof that will survive the harshest winds and rains mother nature may throw at it.

Keen industry focus may not have always been as intense as it is today.

In years past installation practices were left up to the component manufactures to specify how they wished for their products to be installed. This, over time, possibly began to be driven more from a marketing point of view than from a good roofing practice point of view. Thankfully, the roof tile industry recognized this and together with the associations, set the marketing aside and began to focus on developing good sound installation practices for the industry. And we’re talking practices that both manufacturers and roofing contractors participated in developing. This has led to better, more sustainable, and sound tile roofing installations. One such participating association is the Florida Roofing and Sheet Metal Contractors Association, FRSA. If you are not familiar with or taken the time to research and participate in FRSA, you owe it to yourself and company to check it out.

You will find many of your peers working tirelessly, devoting countless hours and their own dollars under the umbrella and watchful eye of the FRSA to meet regularly to discuss such topics, as well as many more that face our industry, you and your company each day. This group of dedicated individuals is made up of roofing professionals, manufacturers, and industry related companies who always welcome you and your opinion. Take it from me, it is worth your time and effort to investigate becoming a participating member.

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FLORIDA ROOFING | April 2018

I would like to point out one such success story, where all came together for the good of the roof tile industry, roofing professionals, building owners, insurance industry and other stakeholders. Many of you may recall August 24, 1992 when a wind and rain event named Hurricane Andrew came ashore in South Florida. Although not our last major wind and rain event, this was certainly an eye-opening catastrophe that set the stage for many changes for the better within our industry.

To mention a few, roof tile attachment was addressed and improved through underlayment improvements, as well as hip and ridge attachment method improvements. Along with the above improvements, Andrew spurred development of the polyurethane roof tile adhesive application. These post Hurricane Andrew code and product upgrades have been challenged again and again by hurricane after hurricane with very positive results. However, time and time again we are faced with a bitter truth. One can specify and purchase the upgraded products, but without proper training on installation methods, it does not always equate into a better roofing system. Training and knowledge is the key.

As polyurethane adhesives were being introduced as a viable roof tile attachment system, they were met with some skepticism and scrutiny by code bodies, builders, roofing contractors, etc., but the reality was that the industry desired and needed a superior installation system. After many meetings with industry, concerned professionals and authorities having jurisdiction, a long list of questions and concerns had been compiled. This led to hundreds of hours and thousands of dollars spent on private and independent testing, where each question and concern were addressed. It was clear to all that the adhesive-set system not only was a viable field tile attachment method that could resist winds up to Category five hurricanes, it offered many other benefits. To mention a few, in most cases there was no longer the need to penetrate through the underlayment system. There were no longer any needs to be concerned about fastener corrosion, overdriven or underdriven fasteners and costly punchouts. The system provided improved walkability for roof traffic, all the while providing undisputed labor savings, with the proper training, that the industry much needed.

The adhesive-set system, unlike many other proposed components did receive approvals, but with the caveat that each applicator be trained and must receive a Qualified Applicator Card from the roof tile adhesive manufacturer for the products being utilized. Each adhesive carries its own unique placement, quantity details and in many cases its own unique uplift values.

Training by the adhesive manufacturer’s personnel whose product is being utilized is key, not by an approved train the trainer educator or simply from any adhesive manufacturer.

The training and Qualified Applicator status must be from

the adhesive manufacturer of the adhesive being utilized.

This is code today and the acceptance, success and growth of the adhesive-set system serves as evidence that when a manufacturer really invests in the industry through product training, it can make a difference as seen in the advancement of the adhesive-set system.

The conversation seems to always arise after each wind event as to whether roof tile products can be installed in a manner that will survive the harshest winds and rains that are experienced within our state. Evidence suggests, yes it can when education and training is not an afterthought, but a priority. Roof tile adhesive plays a large role when applications require that the roof tiles absolutely remain attached to the roof in extreme wind events. Roof tile adhesives can and will also add to your bottom line.

There is such confidence that the adhesive-set system will provide the attachment needed to prevent tiles from becoming dislodged that there are 20-year warranties available that will include hurricane force winds.

Ask your adhesive manufacturer for details.

Penn Marshall penn@allpointstile.com 162 E. Broadway Street Oviedo, FL 32765 www.allpointstile.com 407-366-2521 407-497-4555 (cell)

Roof Tile & Slate Experts

Max Miller, Vice President, ICP Adhesives & Sealants and Roofing Products and has been active in the roofing industry for over 35 years. Max is involved with FRSA’s Code and Regulatory Compliance Committee and the Roof Tile Committee and is a member of the FRSA-TRI Reformatting Committee.

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Penn Marshall penn@HYTILEUSA.com 407-366-2521 www.floridaroof.com | FLORIDA ROOFING

19

The Power of Teamwork Lisa Pate, FRSA Executive Director

During the first week of March, I, along with many other FRSA members attended NRCA’s Roofing Day in D.C. 2018, a 48-hour whirlwind event that packed a powerful message from the roofing industry to our leaders in Washington. The roofing industry came together and stood united on three very important issues – regulatory reform, immigration reform and workforce development and training.

There were 45 members attending from Florida and together we addressed our congressional representatives and senators. NRCA staff members provided guidance and tips in meeting with elected officials, scheduled appointments, and organized groups by states. NRCA CEO Reid Ribble energized the group as we kicked-off the day at a 6:30 a.m. breakfast meeting. Not only is Reid a dynamic speaker and a past member of congress, but he is a leader who represents our industry with respect and affection for the job itself. He reminds us that there is pride in saying, “I’m a roofer,” whether you’re the owner or one of the many workers needed to run a successful business. Reid was followed by Senator Ron Johnson (Wis.), Chairman of the Committee on Homeland Security and Governmental Affairs. Senator Johnson reminded attendees that members of congress may not know exactly what we as an industry do, what items are important and what tools we need to continue to prosper. It’s up to us to help educate them on our needs.

After listening to these enthusiastic speakers, we broke 20

FLORIDA ROOFING | April 2018

into groups to plan out our strategy for the day. Lindy Ryan, Tecta America and myself were asked to organize the group from Florida. Our team agreed to address the three topics by having one member discuss each topic when addressing staff from Senators Marco Rubio and Bill Nelson’s offices.

We selected Rob Kornahrens, Advanced Roofing Inc., Ft. Lauderdale to speak on immigration reform, Gregg Wallick, Best Roofing, Ft. Lauderdale to speak on workforce development and training, and Trent Cotney, Cotney Construction Law LLC, Tampa, to speak on regulatory reform.

We were all scheduled to meet with our local congressmen to address these topics in smaller groups. Reid noted that our group, some 400 strong, was meeting with 87 percent of congressional leaders while in Washington.

Our positions for Roofing Day in D.C. 2018 were as follows:

Immigration Reform is Vital to the Roofing Industry

Roofing industry employers provide good jobs for qualified workers but face chronic workforce shortages because of an aging workforce and other demographic trends.

Immigration reform that meets roofing industry employers’ workforce needs is vital to addressing this long-term problem and significantly boosting economic growth.

Sensible immigration reform should address the roofing

introducing the State Sponsored Visa Pilot Program (S. 1040) to address the needs of businesses facing workforce shortages by allowing states to create visa programs that best suit their economies. This innovative approach is one industry’s workforce needs in a manner that ends illegal impotential solution to the workforce challenges faced by roofmigration without encouraging a black-market economy. The ing industry employers. roofing industry supports increased border security, manThe roofing industry supports a legislative solution to datory E-Verify for all employers (Legal Workforce Act, H.R. allow qualified individuals who have been working legally in 3711), providing a visa system to allow workers to enter the the U.S. under Temporary Protected Status (TPS) to adjust U.S. legally when our economy needs them, and addressing to legal permanent resident status. Such legislation should the existing unauthorized workforce in a balanced manner. allow individuals from El Salvador, Honduras, Nicaragua A fatal flaw of the 1986 immigration reform law was it and Haiti who have been working legally within the roofing failed to provide a mechanism to allow for legal immigraindustry for many years to continue contributing to their tion in accord with economic demand for industries such as communities and our economy. roofing. To rectify this problem, Congress should establish The roofing industry has strong concerns regarding a visa system available to industries such as roofing that is recent proposals that would reduce legal immigration, such governed by market forces; ensures employers undertake as the Securing America’s Future Act (H.R. 4760) by Rep. vigorous efforts to hire U.S. workers first and protects forGoodlatte (R-Va.) and the Secure and Succeed Act (S. Amdt. eign workers; is easy for employers to use; and enables job 1959) by Sen. Grassley (R-Iowa). It is imperative reform creators to obtain the workers needed to meet demand and recognizes the need for legal immigration when jobs othergrow their businesses. wise will go unfilled by U.S. workers. Providing for sufficient The roofing industry commends Senator Johnson for legal immigration to meet economic demand is critical to

www.floridaroof.com | FLORIDA ROOFING

21

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addressing the roofing industry’s future workforce needs.

We look forward to working with Congress to develop balanced solutions that fix our broken immigration system and grow the economy.

Rob Kornahrens did an amazing job driving this point home, by providing a flyer with pictures of his 20-plus Haitian TPS workers, who have established long-term careers with his company, families and homes in Florida. One of those workers, Djhym “James” Joseph, was present and given the opportunity to speak with legislators. Placing a face on the issue certainly has a greater impact than hearing about a statistic.

Workforce Development

Chronic workforce shortages are the top challenge facing roofing industry employers today. Many contractors indicate they could increase their levels of roofing work 10 to 20 percent or more if they could fill vacant positions.

This translates to an estimated $3.6 billion to $7.2 billion in lost economic activity annually. Workforce shortages will become even more acute because of an aging workforce and other demographic trends, as well as ongoing rebuilding efforts resulting from recent hurricanes and other natural disasters. The severe lack of qualified workers is roofing industry employers’ biggest limitation for growing their businesses in today’s economy.

We strongly support the Strengthening Career and Technical Education for the 21st Century Act (H.R. 2353).

This legislation, sponsored by Reps. Thompson (R-Pa.) and Krishnamoorthi (D-Ill.), will reform career and technical education (CTE) programs operated under the federal Perkins Act, which has not been reauthorized by Congress since 2006. This bipartisan legislation is vital for roofing industry employers across the U.S. to address future workforce needs.

H.R. 2353 includes reforms and improvements designed to make CTE programs more responsive to employers’ workforce development needs. To accomplish this objective, the legislation includes the following reforms: ■■ Expands opportunities for work-based learning programs ■■ Strengthens incentives for the development of industry-recognized credentials ■■ Provides new opportunities for collaboration between employers and educational institutions to meet local workforce needs www.floridaroof.com | FLORIDA ROOFING

23

Additionally, the bill increases authorized funding levels for CTE programs during the next five fiscal years.

The roofing industry commends members of the House of Representatives for approving H.R. 2353 with overwhelming bipartisan support in the summer of 2017. We urge the Senate to move forward and approve this legislation in 2018 to better enable roofing industry employers to address their workforce development needs. Because workforce shortages are the most difficult challenge facing roofing industry employers in today’s economy, reforming CTE programs under the Perkins Act is critical, and Congress must act now.

Gregg Wallick began by asking staffers if they knew of anyone who liked climbing on roofs of various heights in the hot sun? Of course, no one answered positively, driving home the point that there is a limited number of younger people or high school students that choose to enter the roofing field.

Perhaps it’s because they aren’t familiar with the industry or know what a good career choice it can be, or maybe it’s because there aren’t enough educational opportunities available to train them. Supporting the need for industry training is another step in developing a future workforce in a vital and necessary trade.

The Roofing Industry Supports Regulatory Reform

roberth@rkhydrovacnc.com rons@rkhydrovacnc.com

24

FLORIDA ROOFING | April 2018

The roofing industry supports the Regulatory Accountability Act (S. 951), legislation to reduce burdensome regulations by reforming the regulatory development process. This bipartisan legislation is sponsored in the Senate

by Senators Rob Portman (R-Ohio) and Heidi Heitkamp (D-N.D.), and a similar version of the bill was approved by the House in 2017.

Roofing industry employers have been inundated with new regulations issued by federal agencies in recent years.

During the past decade, the Occupational Safety and Health Administration (OSHA) has been particularly active in developing regulations that impose new burdens that neither improve safety nor address roofing industry concerns. The cumulative burden of regulations is highly disruptive to entrepreneurs seeking to grow their businesses and create jobs. We know the largest regulatory burdens fall on small businesses, but roofing industry firms of all sizes consistently cite regulatory burdens and the associated uncertainty as major obstacles to hiring.

The Regulatory Accountability Act (RAA) has been designed to update the federal regulatory process that has been in place for more than 70 years under the Administrative Procedures Act. This legislation includes the

following reforms that will improve the regulatory process: ■■ Increased public participation in shaping major regulations, including consideration of ■■ Economic impacts, before the regulations are formally proposed ■■ Improved cost-benefit analysis to minimize adverse economic impacts ■■ Holding agencies accountable with more on-the-record administrative hearings ■■ Providing more rigorous rules for the use of guidance documents by federal agencies With these and other reforms, S. 951 will provide more opportunities for public input during the early stages of the regulatory process. This will ensure regulators base their decisions on accurate and up-to-date information, provide more transparency in the regulatory process and hold agencies more accountable to the public. For example, if the reforms in the RAA had been in place, the roofing industry would have had more of an opportunity to work with OSHA to address industry concerns during the early stages of development of the agency’s silica regulation issued in 2016, as well as its Fall Protection Directive issued in 2010.

Ultimately, enactment of S. 951 will help ensure regulations are not overly burdensome on employers—our nation’s job creators. The roofing industry urges the Senate to approve this bipartisan legislation needed to reform the outdated regulatory process and reduce burdens on businesses while still meeting public policy objectives that have broad support.

Trent Cotney spoke on the litany of regulatory burdens that contractors face on a daily basis, making it especially difficult for smaller companies to survive in this environment.

Our hope is that our elected officials heard the issues that were important to our industry and will work together to create meaningful reform that benefits us all.

Special thanks to Tammy Hall, Lindy Ryan, Nicole Eisenhardt, Brittany Woods, Charlie Kennedy, George Ebersold, Adam Purdy, CPRC, Bruce Manson, Mike Silvers, CPRC, Brad Sutter, Wayne Heironimus, Doug Sutter, Steve Sutter, Bridget Jenkins Wilson, Karen Ruel, Trent Cotney, Alina Arencibia Cotney, Dan Auerbach, Roscoe Green, Benjamin Lute, Mason Pokorny, Rob Kornahrens, Djhym “James” Joseph, Gregg Wallick, Joe Sorrentino, John Campbell, Tyler Allwood, Sharon Spicer-Patterson, Patrick Patterson, Jill Tackett, Gary Register, Lincoln Register, Deric Smith, Enoch and Stephanie Daniels. www.floridaroof.com | FLORIDA ROOFING

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Preventing Falls with a Proper Training Program Brad Mang, Safety and Loss Control Consultant, FRSA Self Insurers Fund Each year falls to a lower level are the leading cause of death among construction workers and account for one third of all construction fatalities. According to a new report from the Bureau of Labor Statistics, the fatality rate for workers killed because of falls rose to 38.7 percent (384 of 991 total deaths for 2016) an increase of 6 percent from 2015. Along with this troubling data, OSHA’s recent release of their Top 10 violations for 2017 included “general requirements for fall protection” as the number one violation, and a new entry for “fall protection training requirements” at number 9.

In addition to the loss of life, a fatality from a fall can easily bankrupt a company. More than 40 billion dollars in workers’ compensation benefits are paid out each year from employers and their insurance companies. OSHA has come down hard on employers who violate the fall protection standards through monetary fines. 2016 saw the agency’s fines adjusted for inflation, resulting in a 78 percent increase that lifted the maximum penalty for a serious violation from $7,000 to $12,934 and repeat or willful violations, to a maximum of $129,336.

In a recent study conducted by OSHA of almost 100 fall related fatalities, it was shown that all of these deaths could have been prevented if fall protection, such as guardrails or personal fall arrest systems, had been used on the job site.

With this being said, it is vital that each worker exposed to a fall hazard has the proper training required to understand how to recognize, set up and use their fall protection equipment.

OSHA standards state that an employer shall provide a training program for each employee who might be exposed to fall hazards. The program shall enable each employee to recognize the hazards of falling and shall train each employee in the procedures to be followed to minimize these hazards.

Training should provide in depth sessions on regulations, potential hazards, equipment selection and instruction on how to use the equipment correctly. The training must be implemented by a "Competent Person" qualified in the following areas: 1. Procedures for erecting, maintaining, disassembling, and inspection of fall protection systems to be used.

2. Use and operation of guardrail systems, personal fall arrest systems, safety net systems, warning line systems, safety monitoring systems, controlled access zones, and other possible protection to be used.

3. The role of each employee in a safety monitoring system.

4. The limitations on the use of mechanical equipment for low slope roofs.

5. Correct procedure for handling and storage of equipment and materials.

6. Role of employees in the fall protection plan.

Along with the standard, I must point out a brief description of what OSHA defines as a “Competent Person” “One who is capable of identifying existing and predictable conditions in work areas which are unsanitary, hazardous, or dangerous and who has the authorization to take prompt corrective action.”

This is a very important detail to point out because roofing contractors need to consider who is training their employees and to ensure they are compliant with OSHA standards. The amount of time required for “Competent Person” training varies based on the scope of work performed but on average is 8 to 40 hours. The training will need to combine discussions, demonstrations by an instructor, testing, and hands-on demonstration by employees for each fall protection system used by the employer. A certification of training will also need to be completed. The employer shall create a written certification identifying each employee trained, the dates of training, and the signature of the person who conducted the training or the signature of the employer. All materials used in the training should be maintained with the company records for documentation in the event of an OSHA inspection.

The result of an effective fall protection training program is a competent employee who can control fall hazards resulting in a higher level of safety and compliance. By investing in safety training, companies can avoid serious injuries and save lives, decrease insurance modification ratings and improve working conditions. A solid fall protection training program is a sound investment and not just another added expense to the company bottom line.

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For more information, visit www.eagleview.com or call 866-659-8439. www.floridaroof.com | FLORIDA ROOFING

27

She Thinks My Roof is Sexy Stephan Boehringer, Managing Partner, Get the Clicks Well, maybe sexy isn't exactly the first word that comes to mind, but she sure takes pride in it. No, I'm not talking about some standard 3-tab shingle roof. We'll leave the boring work to the other guys. I'm talking about designer architectural shingles. I'm talking about the kind of roof that is "really pretty" or "really fancy," putting it into terminology used behind closed doors when the lady of the house gets what she wants. Men – you know what I'm talking about.

Why does everyone in roofing try to lead with a simple product, when you could easily start with something a bit nicer to stand out from the crowd? It's like taking your favorite girl to the prom on a Moped. It'll get you there, but dancing is probably as far as you'll get that night. Hear me out. If you take pride in your work and you want to attract customers who take pride in their homes, then why not target those customers specifically? Don't we want customers with higher disposable incomes who are interested in a higher quality product? As long as you are making higher margins, of course you do. The key here is to know your target market. You want to focus your direct marketing efforts on higher-end neighborhoods and let the online marketing handle the rest. You want to be found by all types of buyers, but you want to focus your efforts on those who have higher disposable incomes.

Let's face it, we love ego-driven individuals who want to

28

FLORIDA ROOFING | April 2018

show up their neighbors and show off their nicer roof. It's a wealth signal and it is driven by the concept of making your neighbors envious.

Neighbors are like high schoolers competing to have the best pair of shoes. They like to keep up with the Joneses and what better neighborhood to do that in than a community where the disposable income allows everyone to do so.

Enter the preferred customer who lives in upper income communities. All we have to do is figure out how to target them specifically.

Your Dream Roof Customer Plan

Here is a sample plan. The plan is actually very simple, like my brother-in-law Jack, but unlike Jack, this plan will actually work.

■■ Make sure your reputation is stellar. I'm talking Google, BBB, Yelp, etc.

■■ Create a landing page on your website that specifically speaks to the high-end market. You may even consider setting up landing pages for each target market. For example, here in Orlando you'd want a Winter Park page.

This page should include: □□ A clear headline, preferably matching your AdWords campaign. More on this below. □□ Simple text that a fifth grader can understand

□□

□□ □□ □□

telling the customer exactly what you want them to do. higher end clientele. I have found that the more a potential Logos of vendors your customers recognize. Sponge customer can touch the better. When someone is going to spend 50 percent more on a roof than they have to, being off of their Brands (GAF, CertainTeed, TAMKO, able to touch the product is always necessary. Here is what FRSA, etc.) we recommend: A sense of urgency. Urge your customer to "Get it □□ Always hand a client shingle samples and quality First." underlayment. You want them to feel the product.

A relatable tone. Don't be over-professional.

Show them, don't tell them.

Amazing looking before and after photos. Invest □□ Assure you have professional sales material. Do in a great camera. Do not go cheap on that. Also, not use sales material of vendors or suppliers. take the after photos early in the morning when the Create a quality brochure and a flyer for each lighting is best. product, with a sheet of references, as well as a

□□ An average page with roughly 300-500 words of text should have at least three calls to action. If you have trouble coming up with descriptive text, we like to look at Realtor listings. Realtors are very good at writing descriptive ad copy for homes. You want to speak to emotions, not facts. Facts are not sexy.

□□ A bulleted list that describes the product, but assure you are describing it in terms of emotion, using words like "beautiful," "charming," etc. □□ A clear call to action. You want your first solid call to action on the initial part of the screen they see before they scroll down. □□ A simple contact form specifically made for this type of customer. Keep the form simple. Use text on button to say something like "Beautiful Roofs Start Here." Also, as hokie as it sounds, have an arrow pointing at the form. □□ Positive reviews on the page. □□ References. Be ready to provide them at a moment's notice. □□ The page must be mobile-friendly or you must have a mobile version of the page. □□ No links to any other pages on your website. Your leads will drop faster than presidential cabinet members. □□ Event tracking on the page. Meaning you are able to track all click activity. □□ At least 50 percent of your landing page to be clear white space. Less is more definitely applies here.

You don't want distractions.

professional printout of your Google reviews. □□ If you are part of BBB, print your status page. □□ You'll also want to provide copies of your license, insurance certificate, etc. □□ Pack all of your sales material in a neat folder with your logo on the outside. □□ As part of the confirmation call, you may also want to consider a service like Ask the Seal. This is a great tool to ease the mind of anyone who is worried about contractors coming to their home.

■■ If they decide to buy, you'll want to ask for their driver's license. Let them know that your insurance requires you to verify their residence. Review all of the documentation with them. Here you will build value wherein you are able to upsell a better warranty program.

■■ After the job is complete and the new roof is up, make the effort and send them a personal Thank You card.

Sign it with a real pen. Include a couple of business cards and let them know that you would love it if they referred you to their neighbors.

■■ Remember the driver's license? You really wanted it to get their birth date. Now, every year, you'll send them a holiday card and a birthday card.

These are obviously just some initial thoughts, and everyone should put their own spin on it. However, if you start putting a system in place that pushes your sales process toward your ideal customer, you'll be able to focus on the jobs that generate you the highest return on investment.

Now, you may be finishing this article and think to yourself, "Stephan, is an idiot. Architectural shingles have great margins and I'll do those all-day long, and my response will be "Fine, you can always put architectural shingles on a roof but what do you think will happen when one neighbor stands out from the crowd and the rest of the neighbors ask 'Who did that roof? It's sexy!'"

■■ Run a Google AdWords campaign targeting higher-end areas in town. Make sure your ads speak to your quality-driven consumer. Run tracking numbers to determine which areas perform the best for you.

This will help you make budget tweaks. Assure to use Stephan Boehringer is managing partner of Get the Clicks, a negative keywords so you can weed out anyone looking digital marketing solutions company specializing in SEO services, for "cheap roof," "low-cost roof," etc. pay per click management, website design and maintenance, ■■ In the estimating process, try to find out a bit about consulting and expert branding. Stephan has also taught courses their personal lives. Engage them in conversation. on social media, website design and marketing for FRSA. Finally, you need specific sales material catering to www.floridaroof.com | FLORIDA ROOFING

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From the FBC in Jacksonville to Roofing Day in D.C. FRSA Leaders at Work Mike Silvers, CPRC, Silvers Systems Inc. & FRSA Director of Technical Services In my last column I reported that the Florida Building Code Lightning Protection Workgroup was considering a proposal to make lightning protection mandatory on non-residential construction. FRSA Vice President Brian Swope, CPRC, volunteered for and was appointed to the workgroup. He did an excellent job making sure FRSA’s concerns were well presented. Our position prevailed.

Without an affirmative recommendation to make changes, the workgroup has completed its meetings. Brian volunteers not only as a member of FRSA’s Executive Committee, but as a Florida Building Commissioner whose duties include serving as Chairman of the Roofing Technical Advisory Committee (TAC). Past Presidents Burt Logan and George Ebersold both also serve on the TAC. FRSA Codes Subcommittee Chairman Tim Graboski serves on the Energy TAC. Our members are fortunate to have such outstanding representatives.

I also previously wrote about what exciting times these are for our industry. One of the most exciting things is NRCA’s One Voice Initiative. NRCA CEO Reid Ribble is clearly committed to improving not only the public’s perception of our industry but more importantly, how we feel and thereby represent our chosen profession. This approach fits hand in hand with everything FRSA has stood for for nearly 100 years.

A contingent of FRSA members were among a large group of roofing professionals from all over the country who took part in Roofing Day in D.C. FRSA President Charlie Kennedy will lead Florida’s representatives who include: President Elect Bruce Manson; SecretaryTreasurer Adam Purdy CPRC; Immediate Past President

George Ebersold; Past President Gary Register; Government Affairs Co-chair Tammy Hall; FRSA Executive Director Lisa Pate CEM as Florida’s Team Captain; FRSA Legal Counsel Trent Cotney and myself. This group helped make our member’s case on three major industry concerns. 1). Regulatory Reform, 2). Immigration Reform and 3). Workplace Development. All of these issues have a major impact on Florida’s roofing industry; they are also well aligned with several of FRSA’s Strategic Goals. I looked forward to participating, but even more so, observing our association’s current, future and recent leadership pooling their resources and working together to make a difference.

If you care deeply about your chosen profession, this is exciting stuff. If you are already volunteering with FRSA or your local affiliate, thank you and keep up the good work.

If not, ask yourself, Why not? The opportunity to serve is really an incredible opportunity to share and learn. After all it is your business.

Mike Silvers, CPRC, is owner of Silvers Systems Inc., and is consulting with FRSA as Director of Technical Services. Mike is an FRSA Past President, Life Member and Campanella Award Recipient and brings over 40 years of industry knowledge and experience to FRSA’s team. Mike is available to FRSA members who have codes or technical questions and can be reached at 800-767-3772 ext. 169 or by email at silvers@floridaroof.com.

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FLORIDA ROOFING | April 2018

OSHA Safety Walk-Arounds for Managers FRM Staff Managers and business owners need to be able to identify hazards in the workplace and communicate with workers about hazards in their jobs, by conducting safety walk-arounds.

There are at least two reasons why managers and owners should periodically conduct workplace inspections themselves. First, inspections demonstrate management’s commitment to improving safety and health by finding and fixing hazards. Second, walkarounds let managers see for themselves how the safety and health program is working and whether it is effective in identifying and eliminating hazards. Safety walk-arounds can also help managers and owners assess how key elements of the safety program are working. For example, how engaged are employees in the program? Do employees feel they have received appropriate training? Do they know how to report a safety or health incident or concern?

Pre-Inspection Activities

Preparation is important prior to starting an inspection. Take the time to familiarize yourself with the workplace and operations and the hazards that have been previously identified. Pre-inspection activities might include: ■■ Identify the most hazardous areas by examining past inspection reports, injury and workers’ compensation records, incident investigation reports, and recent near-miss incidents. Plan to focus your inspections on areas where hazards have been identified and check to see if previously-identified hazards have been abated or if further action is needed.

wearing the right personal protective equipment [PPE] sets a good example).

■■ Practice wearing the PPE to make sure you know how to put it on properly, and that it fits.

■■ Consider taking the same hazard identification safety training taken by workers, managers, or the safety committee.

Onsite Inspection Activities

When onsite, make sure you are wearing the right PPE for each area you enter. Nothing takes away credibility faster than having the wrong PPE, or not wearing it properly. Be safe; don’t expose yourself to hazards during an inspection.

Limit the size of the inspection group. Large groups tend to stifle open communication with employees.

Look for easily observable hazards first, such as: ■■ Tripping hazards ■■ Blocked exits ■■ Frayed/exposed electrical wires ■■ Missing machine guards ■■ Poor housekeeping ■■ Poorly maintained equipment Look for property damage, such as walls or doors damaged by equipment or forklift traffic. Such damage may indicate a potential for future worker injuries.

Talk to workers at their work stations. Workers are likely to know the most about the hazards and safety

■■ Talk to workplace safety representatives and other managers or supervisors about their safety observations and concerns.

■■ If the workplace has a safety committee, meet with the committee prior to the inspection to get their perspective on the most important safety issues.

■■ Determine what safety equipment you will need to conduct the inspection (it is important to lead by example, and www.floridaroof.com | FLORIDA ROOFING

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issues in their jobs. Tap into that knowledge. Make them comfortable talking with you. Assure them that you are interested in finding problems and fixing them – such as improving safety, not blaming anyone for your findings.

Avoid yes or no questions. Encourage conversation. Ask open-ended questions such as: ■■ What is the most hazardous task in your job? What do you recommend to eliminate those hazards?

the workplace safer.

Prior to completing the inspection, make a list of hazards that need to be addressed and prioritize them according to the severity of the potential injuries that might occur as a result of workers being exposed to the hazards.

Post-Inspection Activities

Post-inspection follow-up is important to establishing your credibility as a manager who is committed to improving safety. Failure to follow up can often stifle worker participation and enthusiasm, which can be hard ■■ How would you report an injury, hazard, or near to regain. miss?

Very soon after your inspection, prepare an abatement plan containing a list of the hazards found, Seek out and talk to the most recently-hired workers corrective actions needed, and a reasonable timeline to get their perspective on safety. These “fresh eyes” for implementation.

Some complex hazards may require could have valuable insights. further evaluation, study or engineering work to design Observe workers as they perform their job. For and implement appropriate controls. Describe briefly example, do they lift heavy objects? Do they stand/sit in how the hazards will be addressed and identify interim awkward postures? Are they performing repetitive mocontrols that will be used while more permanent meations? If so, take notes and photos. If their job involves sures are developed. handling chemicals or exposure to excessive noise and/ Share the abatement plan with managers, supervior heat, a more detailed evaluation by a safety professors, and workers as a way of showing your commitment sional may be in order. to fixing the safety issues found during your inspection.

Try to find solutions for hazards while you are conTrack progress by sharing or posting periodic updates to ducting the inspection by applying your own creativity the plan.

Ensure all corrective actions are implemented and inspiring the creativity of workers. Finding solutions in a timely fashion. “on the spot” demonstrates your commitment to making ■■ If you have been injured in your job, what was the injury and how did it happen? What was done to make your job safer?

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FLORIDA ROOFING | April 2018

FRSA Educational Foundation Seminars

CERTA Train-the-Trainer May 18, 2018 - 7 am - 6 pm

Cost: Certification: FRSA Members—$395, Non-members—$495 Recertification: FRSA Members—$295, Non-members—$345 SIF Members receive one registration FREE The Certified Roofing Torch Applicator (CERTA) program has been designed to address the concerns of building owners, roofing contractors, the insurance industry, fire and code authorities, roofing material manufacturers, equipment manufacturers and fuel suppliers.

UCATIONA ED

April 5-6: Competent Person Training - Approved for 16 hours of C.E. credit (WPS, BSP, G) requirements CILB0000041, CILB-0000042 Cost: FRSA members—$250, Non-members—$295 April 6: Worker or Refresher Training - Approved for 8 hours of C.E. credit (WPS, BSP, G) requirements CILB0000042 Cost: FRSA members—$130, Non-members—$150

FO U L During a train-the-trainer workshop, you will complete a 10-hour accreditation program about how to teach torch safety. Through classroom instruction and hands-on torching activities, you learn the latest industry best safety practices for torch-applied roof systems. You also learn the teaching skills needed to train others about torch safety. After successfully completing this program, you will be authorized to conduct CERTA certification training for roofing workers. Authorized trainers receive training materials, including an instructors guide and English and Spanish editions of the CERTA student manual and training video. Participants must be proficient in the use of a roofing torch, be able to speak and read English, and have some experience training others.

Courses take place at the FRSA Training Center, 7071 University Blvd., Winter Park, FL 32792. For more information or to register for the courses, please visit www.floridaroof.com, or call Meghan at 800-767-3772 ext. 123 or by email: meghan@floridaroof.com.

ATION ND

Two-Day Asbestos Competent Person and Onsite Roofing Supervisor Course April 5-6, 2018

REPRESENTING THE ROOFING INDUSTRY SERVING ROOFING PROFESSIONALS NATIONWIDE

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www.floridaroof.com | FLORIDA ROOFING

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Natalie Addison, Marketing Manager, Gulf Coast Supply & Manufacturing FRSA’s Young Professional Council Member How did you get started in the roofing industry?

It was honestly more chance than anything. I was looking for a communications/marketing position and found a job listing for Gulf Coast. The rest is history.

What is your favorite part of the job?

My favorite part of the job is seeing the awesome projects our customers complete! Some of the homes are truly breathtaking.

What do you consider a waste of time?

Having to correct or redo something because it wasn’t done correctly the first time due to rushing or lack of attention. Like the old saying goes, “If you don’t have time to do it right, when will you have time to do it over?”

What do you personally find most rewarding about being involved with FRSA? I find the people involved with FRSA to be the most rewarding. I can (and have) called upon several people I’ve met through FRSA to collaborate on projects. It connects me to another set of colleagues I can rely on with a wealth of industry knowledge.

What advice would you give to someone interested in joining the roofing industry?

Don’t hesitate to join! There is so much room for growth, along with people who want to help you achieve that growth.

What’s your favorite pastime activity?

I enjoy taking my dog, Nox, on adventures with my husband, attending Gator sporting events, being out on the water, reading, and going to concerts.

What’s your favorite vacation?

My favorite vacation so far has been our trip to Las Vegas to see George Strait in concert. It was my third time seeing him, but it was his best performance so far. Plus, Las Vegas What would be your ideal place to live and why? is unlike any other place; like a different world. You have to My ideal place to live would be Savannah, Georgia. My visit to believe it! husband proposed there, and we got married there so it holds a special place in my heart. Plus, it’s such a gorgeous What is your dream job?

My dream job would be a therapy dog handler. It would be town with amazing food, friendly people, and so much the best of both worlds: helping humans while also getting history! to train and handle dogs. I absolutely love dogs!

If you could spend time with three people (living or not), who would they be and why?

Jesus. That’s a given. Fred Rogers – I grew up watching Mr. Rogers’ Neighborhood. He was the best. Ellen – she is so funny and kind!

How long have you been involved with FRSA? About 16 months.

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FLORIDA ROOFING | April 2018

What other activities and organizations are you involved with?

I am part of the American Marketing Association.

What would surprise others to learn about you?

Bo Copeland (Gulf Coast Supply’s inside sales manager) officiated my wedding. I’ve known his wife since college.

My bucket list is to visit all 50 states. I’m crossing off Hawaii, Wyoming, and Colorado this year. I love doing jigsaw puzzles! I like 1,000 piece puzzles the most.

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