Florida
December 2017
ROOFING A Publication of the FRSA – Florida’s Association of Roofing Professionals
Residential Roofing
Three Ways to Retain Employees Tesla Roof Versus Solar Panels The Other Blue Roofs Creating a Brand Identity for Your Roofing Company Boots on the Roof - Giving Back to Veterans and Those in Need
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TABLE OF CONTENTS December 2017
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
21 The Other Blue Roofs Mention blue roofs in Florida and you are most likely to conjure images of temporary tarps fastened to leaking roofs after a hurricane, but the term "blue roof" also refers to environmentally friendly roofing systems that can mitigate water runoff and complement green roof systems.
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 View media kit at: www.floridaroof.com/ florida-roofing-magazine/
8 | Three Ways to Retain Employees In a competive market, retaining the employees that you have invested in can be challenging. Here are three steps you can implement to help keep and attract quality talent in your business.
16 | Tesla Roof Versus Solar Panels
On the iPad
With the introduction of Tesla's roof, the question remains: How does the integrated solar roof compare with solar panels in cost and return on investment?
31 | Creating a Brand Identity for Your Roofing Company
Do people recognize your roofing company's brand? Presenting a cohesive message through your logo, marketing materials, etc. helps build your company's perception and expectations in the eyes of your customers.
www.is.gd/iroofing
37 | Boots on the Roof - Giving Back to Veterans and Those in Need 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. 2, NO. 12), December 2017, (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
3
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PREMIUM METAL ROOFING
PRESIDENT’S COLUMN Charlie Kennedy
We’re almost through the first quarter of FRSA’s fiscal year and all profit centers are doing extremely well. Membership dues renewals are coming in ahead of schedule and we’re welcoming new members each week. As a reminder, dues payments are due by the end of the month. We don’t want to see you lose out on benefits like consumer referrals, website company listings and access to other valuable “member only” benefits. The Expo floor is over 80 percent sold and we’re receiving new requests daily. My guess is that by the beginning of January, we’ll be in a sold-out position with no room for expansion. If you haven’t reserved your booth space, please call Cheryl at the FRSA offices to do so. Member and multiple booth discounts are available. The 2018 Convention and Expo will take place at the Gaylord Palms Resort and Convention Center in Kissimmee, located just outside of Orlando. The event dates are June 27-29, and our theme for this year is “Staying on Top.” Convention posters will be mailed out this month and we ask that you proudly display them in a common area. We’d like to make this one of our largest events ever! Over the past few weeks we’ve been working with the Asphalt Roofing Manufacturers Association (ARMA) and
FRSA 2018 Charity of Choice
the Tile Roofing Institute (TRI) in opposition to an ordinance the Monroe County Commissioners are considering that could eliminate all types of roofing systems except standing seam metal roofs in the Keys. As we all know, there is no one-size-fits-all roof system that works best for all building structures and homes. As professionals in our industry, we know best what type of roof works for certain structures and why. Mike Silvers, CPRC attended the Monroe County Commissioners meeting in Key West and testified FRSA President Charlie Kennedy, that “to a knowledgeable observer, Gainesville Roofing & Co. Inc. careful examination and investigation can indicate what caused a roof failure and what part age and improper installation played in that failure.” The Commission agreed to table the discussion until more information could be obtained. This is an issue we don’t want to see implemented and may call on members who work in Monroe County for support. The Office of Insurance Regulation (OIR) announced that it will support the NCCI request for a 9.5 percent rate decrease in the workers’ comp rate effective on January 1, 2018. See page 9 for more detailed information along with a list of new rates. FRSA was once again the only trade association to attend and testify at the rate hearings, where FRSA Secretary-Treasurer Adam Purdy, CPRC and myself addressed the Insurance Commissioner and his staff on behalf of the industry. As we close out the year, Paula and I wish all of you a safe, happy and healthy holiday season! Merry Christmas and Happy New Year! Thank you and God bless!
Charlie Kennedy FRSA President charliekennedy1@aol.com www.floridaroof.com | FLORIDA ROOFING
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FRSA LEGISLATIVE COUNSEL Cam Fentriss
Post Irma, Recognition Stronger Building Codes Work I recently attended the Florida Chamber of Commerce Insurance Summit. It was a good program and a good opportunity to show that the roofing industry wants to be part of the solutions. From this conference, here is the important takeaway for us: the insurance industry recognizes that in the aftermath of Hurricane Irma, stronger building codes work and work very well. Insurance representatives spoke specifically about how much better structures built after 2001 or 2002 performed. They expressed conclusions that metal roofs are the best and that they are less expensive than tile roofs (overlooking the relevance and prominence of shingle roofs and the associated costs). They even had comments from emergency management veterans about the value of mitigation and improved codes. Okay great. What we would like to have moving forward is recognition of three really important points:
experts – we are the roofing experts. When they look at poststorm roof damage, they see only damage and draw conclusions based on an ignorant snapshot. When we look at post-storm roof damage, we see workmanship, installation methods, we want to examine the damage up close, and we want to have more information about permits, inspections, materials used and age of roof before we draw conclusions. This is about more than making a statement. It is about making sure that these other interest groups do not have the opportunity to ignore science ■■ Our strong and successful building codes are not and instead pick their preferred types and methods of roofing thanks to the International Code Council (ICC). for reasons beneficial to their own desires. If we or our govern■■ FRSA is the organization that promotes and fights for ment allow that, we will all be buying only the most expensive the strong roofing provisions in Florida. roofs and buying them every ten years or so just to qualify ■■ No matter what these insurance representatives saw to purchase property insurance. While that may be good for or concluded, the roofing industry is and will remain our business and especially good for the insurance industry, it the best group to analyze the performance of any type will not work for the consumer and alternatives that involve of roofing. cheating and stealing will pop up everywhere. Yes, the irony We want and need these points made because otherwise would be that the insurance industry would not even get what ICC would jump in and take credit for provisions they likely re- it wants even if it gets what it wants. jected when we and others put those before them. We should be concerned that insurers could be too quick to conclude Anna Cam Fentriss is an attorney licensed in Florida since 1988 that they and ICC are qualified to evaluate everything related representing clients with legislative and state agency interests. to roofing. Cam has represented FRSA since 1993, is an Honorary Member of Why does it matter? Because we have something to lose if FRSA, recipient of the FRSA President’s Award and the Campanella we allow the insurance industry and emergency management Award in 2010. interests to control the narrative. They are not the roofing
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FRSA LEGAL COUNSEL Trent Cotney, PA, Construction Law Group
Three Ways Construction Companies Can Keep Their Best Employees The labor shortage within the construction industry has left roofing companies competing for qualified workers while trying to retain existing talent. Because your employees are a significant investment, especially when considering the time and money it costs to train them, it is important to develop a plan to keep your best workers. In this article, our construction lawyers list three ways roofing companies can retain their best workers.
Create a Rewarding Work Culture
A key to developing and retaining great workers is to create a work culture that recognizes and rewards employees for their contributions and loyalty. Ideally, your employees will soon come to view employment with your company as a career rather than “just a job.” To do that, your team members must be able to see a path to growth and advancement within your company. Employees are more likely to stay when they know there is an opportunity to both become better at their job and advance to the next level. To the extent possible, companies should strive to promote from within, which rewards deserving employees and motivates the other employees to earn similar promotions. Companies also benefit from establishing a program that publicly recognizes high-performing or long-tenured employees. Almost everyone appreciates being recognized for his or her contributions; and when a company takes the time to publicly thank deserving employees, that can go a long way in fostering morale and loyalty at little or no cost to the company.
Compensation Aimed at Retention
Ultimately, people work for a company – any company – to be compensated for their work. Companies should start by offering employees fair compensation and benefits, and create a plan that includes compensation incentives for those who stay with the company and work hard. These incentives can include any combination of raises, bonuses, accrued vacation time (even if unpaid), accrued paid time off, and even potential stock options. Ideally, employees who have been with the company for some time will view their time with the company as an investment that is beginning to deliver dividends, whereas taking a job with another company would be starting over from the ground level. It is one thing to offer competitive pay, but structuring compensation so that employees understand they are in line for increased pay and benefits by remaining with your company can go a long way toward retaining those 8
FLORIDA ROOFING | December 2017
employees.
Use Surveys and Interviews to Get Feedback
Use surveys, interviews, and an “open door” policy to hear from your staff and identify their needs. Performing exit interviews with employees who choose to leave can help identify possible areas of improvement and limit future losses. Similarly, it is important to learn why employees choose to remain with your company, and what it takes to keep them with your company. This entire process can be invaluable toward developing a successful retention plan, as it helps the company identify what its employees value most, what the company is doing well, and where improvement may be needed. Emphasizing employee feedback also helps your workforce believe that the company values their opinions and wants to consider their interests when making business decisions. 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.
What's Wrong with These Pictures?
New Workers’ Comp Rates for January 1 Renewals In October, FRSA President Charlie Kennedy, FRSA Secretary-Treasurer Adam Purdy, CPRC, FRSA Legislative Counsel Cam Fentriss and FRSA and SIF staff attended the annual workers’ comp rate hearings for the State, as we do each year. Kennedy testified on behalf of the Association and its members, encouraging the Office of Insurance Regulation to consider consistency in the rates, while Purdy testified about the unfair labor practices of PEO’s.
The Florida Office of Insurance Regulation has since announced a 9.5 rate decrease on most classifications effective January 1, 2018 for new and renewal policies. For members who have their workers’ comp insurance through the FRSA-SIF, rates will be adjusted upon renewal. If your insurance policy renews at a later date, you’ll continue your current rates until renewal.
Classification Code Sheet Metal Shop ONLY – 3076
2017 Rate
2018 Rate 5.93
5.32
Carpentry NOC – 5403
11.11
11.96
Carpentry Interior – 5437
10.22
8.92
7.95
7.35
Painting – 5474
12.63
10.53
Roofing – All Types – 5551
21.29
20.35
Sheet Metal Installation – 5535
10.98
11.05
Construction Executive/Superintendent – 5606
2.12
1.84
Sales Estimator – 8742
0.51
0.45
Clerical – 8810
0.26
0.23
A/C Service, Install, Repair – 5537
Contractors Permanent Yard – 8227
8.47
8.34
19.40
19.79
A/C Portable Units – 9519
6.35
5.70
Electrical Wiring – 5190
6.02
5.51
Plumbing – 5183
5.86
5.24
Carpentry Residential – 5645
www.floridaroof.com | FLORIDA ROOFING
9
Industry Updates Gulf Coast Supply & Manufacturing Announces ARMA’s New Website: Easy to Navigate for New Website Launch Homeowners and Professionals
Gulf Coast Supply & Manufacturing has launched a newly redesigned website. The revamped website offers quick and easy access to essential information for both homeowners and contractors. New features include a project gallery, mobile responsiveness, and clearer navigation. The new website has a clean uncluttered design, improved functionality, and enhanced rich content focused on offering complete metal roofing solutions. The new website went live November 6, 2017, and is located at the same address: www.gulfcoastsupply.com. Popular features such as ProofMyRoof roofing visualizer, RoofTalk blog, and QuickQuote are still available on the site. “We are excited about our new website and its ability to offer our customers a more user-friendly experience,” said Harry Yeatman, President of Gulf Coast Supply. “We believe the new site will allow our visitors to make an informed decision when choosing a new metal roof.” Gulf Coast Supply’s new website will be updated regularly with blog posts, product news, business activity, events, and corporate milestones.
Homeowners and professionals seeking asphalt roofing help can find guidance and technical information easier now that the Asphalt Roofing Manufacturers Association (ARMA) has launched its revamped website. Asphaltroofing.org has many new design features, including improved functionality and enhanced content that boosts usability and user-friendliness. ARMA’s sleek, new website provides: ■■ Improvements to navigation and ease of searching ■■ A simplified front page to better direct visitors to relevant information ■■ Two main entry points for homeowners and professionals ■■ A redesigned contractor awards submissions page that saves when visitors exit out ■■ A more streamlined bookstore, which is categorized by eBook, Print-On-Demand and Print ■■ Enhanced ease of mobile viewing ■■ An updated photo gallery that provides entry point into ARMA member company websites ■■ The consolidation of informational roofing resources, videos and materials “The ARMA website is popular with both homeowners and roofing professionals because we are able to provide them with guidance and education on asphalt roofing systems in one easy-to-use place,” said Reed Hitchcock, Executive Vice President of ARMA. “Whether it’s homeowner tips for choosing the right type of asphalt shingle for their home or providing resource materials to commercial building owners or professionals on installing and maintaining their commercial roofing system, ARMA is the industry authority.” The website’s main page will primarily feature three main points of entry, the Guide for Professionals, Guide for Homeowners, and the Quality Asphalt Roofing Case Studies (QARC) awards, making navigation to points of interest and relevant information easier and faster.
Atlas Roofing Announces Partnership with Veterans Community Project
Atlas Roofing Corporation recently announced a new partnership with Veterans Community Project, a Kansas City-based nonprofit working to eliminate veteran homelessness through transitional housing solutions and social services. 10
FLORIDA ROOFING | December 2017
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Atlas Roofing will provide materials from its four business divisions — roof and wall insulation, shingles and underlayments, expanded polystyrene and web technologies — to support the completion of the nonprofit’s first veteran housing village. The company will also bring in local contractors for the village buildout and ensure each home’s full compliance with Kansas City’s residential building code. “We are always looking for ways to give back to the communities where we do business, and we are inspired by the mission of Veterans Community Project to serve those who have previously served our country,” said Ken Farrish, President of Atlas Roofing Corporation. “Our aim is to provide exceptional products that not only simplify the build, but more importantly provide long-term sustainability for the village and organization.” The Veterans Community Project’s housing village is a specialized community of 50 tiny homes that provide housing stability and address the underlying cause of veteran homelessness. In contrast to traditional homeless services, the tiny-home model provides each veteran with privacy, security and the ability to reintegrate into their communities at a comfortable pace. Additional services, such as mentoring, case management, counseling and linkage to other programs, are administered through an onsite community center.
Duro-Last, Inc. Announces Retirement of Veteran Sales Representative Don Morris
Royal Adhesives Purchased by H.B. Fuller
H.B. Fuller, one of the world’s leading adhesives providers, has acquired Royal Adhesives and Sealants. This move will strengthen Royal’s business and allow them to offer new technologies, supported by enhanced technical expertise and broader geographic reach. H.B. Fuller is a highly respected supplier of adhesive products to customers in electronics, disposable hygiene, medical, transportation, clean energy, packaging, construction, woodworking, maintenance and repair, and other consumer businesses. Founded in 1887, the company has a direct presence in 45 countries and has customers in more than 100 markets around the world. Royal Adhesives and Sealants and H.B. Fuller are committed to achieving a seamless integration of both businesses and will communicate any updates in procedures should they occur in the future. For more information, please visit www.hbfuller.com/royal or www.hbfuller.com/royal.
IPS Corporation Sold to Sherman Capital Holdings
IPS Corporation has announced that Sherman Capital Holdings LLC, a private investment firm, has purchased the company from Nautic Partners LLC, a private equity firm that had been the prior owner for nearly 3 years. IPS is a global manufacturer of specialized, highly engineered industrial products serving diverse industrial, commercial, and residential end markets. With a buy and hold investment strategy, Sherman Capital will focus on IPS’ long term growth and operational efficiency. Tracy Bilbrough, IPS Chairman and CEO, said, “Looking forward, we are extremely excited about our new ownership and structure. This transaction will offer IPS the support necessary to continue to grow our businesses at an above market pace, through both investments in our existing operations and continuing our successful track record of strategic acquisitions. Our customers and suppliers will not experience any change from this transaction in day-to-day interactions with our company, or on how we will continue to focus on our customers, our products, and on delivering continued operational excellence.” Selling through the professional trade channel, IPS is a market leader in multiple product categories including solvent cements, structural adhesives, specialty plumbing, and roofing products. Across all lines of business, IPS’ products reliably deliver the exacting performance characteristics required by their end applications, resulting in significant loyalty among trade professionals and leading positions in all of IPS’ key markets.
Duro-Last is honored to recognize long-time independent sales representative Don Morris for his 36 years of dedicated service and support. On September 30th, Don retired after a successful career that was integral to the growth of Duro-Last products and services. As one of Duro-Last’s original independent sales representatives, Don was instrumental in helping John R. Burt develop the foundation for what the company is today. Don’s enthusiasm and professionalism helped to build Duro-Last’s strong network of authorized contractors throughout the Central United States region. “Don has been a vital part of the Duro-Last family for many years,” said Kathy Burt Allen, John’s daughter. “He has always inspired the best in people with his honesty, character, and work ethic - it’s been an honor to work with him.” Don owns the Morris Group, LLC and resides in Topeka, Kansas with his wife Molly. During his time as an independent sales representative for Duro-Last, Don worked with authorized contractors and industry professionals in the Nebraska, Kansas and Oklahoma regions. “Don was one of our first independent sales representatives who John R. Burt and all of Duro-Last Trent Cotney, P.A. Donates to Humane respected as a successful and professional sales person,” Societies for Hurricane Relief said Tom Lawler, longtime friend and business associate Trent Cotney, P.A. Construction Law Group, a leading of John. “But more importantly Don Morris is a kind and national law firm for construction, specialty trades, and wonderful man. He will always be a loved member of the OSHA law, made donations to the Humane Society of Duro-Last family.” Tampa Bay and the Houston Humane Society to support 12
FLORIDA ROOFING | December 2017
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hurricane relief efforts. Not only did Hurricanes Harvey and Irma impact people and businesses, but among the victims were many animals – many of which are still displaced. “I hope these donations can help the humane societies with their efforts in rescuing, caring, housing, and rebuilding the lives of these animals in wake of the disastrous hurricanes that hit Texas and Florida,” said Trent Cotney, President of Trent Cotney, P.A. “I have seen everyone come together after these natural disasters to help the animals, and I want to contribute to the affected communities.” The Humane Society of Tampa Bay is dedicated to ending animal homelessness and providing care and comfort for companion animals in need. The Houston Humane Society is committed to, and works toward, ending cruelty, abuse and the overpopulation of animals while providing the highest quality of life to those in their care.
Triangle Fastener Opens New Fastening Tech Center
Triangle Fastener Corp. is pleased to announce the opening of our new TFC TECH CENTER located in Cleveland, Ohio. The new 1,100 sq. ft. facility provides the equipment necessary to facilitate product design, product development, and certification. Joe Stager, Vice President, Product Development, states: “The investment we made into constructing the new TFC Tech Center is essential to meeting our longterm goals. We now have many different types of testing equipment to assure that our fasteners perform at optimal levels. This also gives us the ability to provide our customers with additional engineering and product development support.” TFC TECH CENTER capabilities include: Product Design (CAD), Product Development (3D Printing & Machine Shop), Product Evaluation (Tensile, Shear, Hardness, Pullout, Pullover, Drill/drive Tests, Dimensional Conformance), and Product and Application Training. “The TFC TECH CENTER is an example of our commitment to servicing the metal construction industry with the best and most innovative fastening system solutions,” Stager concludes.
the marketing team to develop growth strategies for the edge business. He is based in Agawam and reports to Web Shaffer, Vice President of Marketing. Patrick joins OMG Roofing from Tyco SimplexGrinnell, a building safety systems business where he was senior manager, portfolio and offer management and responsible for after-sales service. Earlier he ran his own marketing consultant business.
Shaun Jennings Hired as Digital Marketing Specialist
OMG Roofing Products has hired Shaun Jennings as Digital Marketing Specialist. In his new role, Shaun is responsible for all digital marketing activities for OMG Roofing Products, including company websites, social media and mobile marketing activities. He is based in Agawam and reports to Sam Everett, Director of Marketing Communications. Shaun joins OMG Roofing from SABIC, a manufacturer of high performance plastics, where he led digital platform development for the Specialties business unit in the Americas region, based in Houston, Texas.
Collect high resolution photos of your premier projects for the 2018 S.T.A.R. Awards
Patrick O’Connor Hired as EdgeSystems Product Manager
OMG Roofing Products has hired Patrick O’Connor as Product Manager for OMG EdgeSystems. In his new role, Patrick will manage daily product management activities for the OMG Edge business, including new product development, voice-of-customer feedback as well as work with
Project Submission Deadline April 10, 2018 www.floridaroof.com | FLORIDA ROOFING
15
Tesla Solar Roof vs. Solar Panels: Which is Right for You? EnergySage Solar Marketplace In May 2017, Tesla announced pricing for their new solar roof product, a roof replacement for your home. The new solution requires that you replace your existing roof with Tesla’s blend of non-solar glass tiles and solar-enabled glass tiles. It is an elegant new product, designed with great aesthetics, and due to its immense popularity, we wanted to explore the question: does installing this new roof make financial sense for your home? After initial analysis, we’ve found that for the majority of homeowners the answer is “not yet.” Unless you’re in the market for a roof replacement, Tesla’s new solar roof is simply too expensive for the average American homeowner to justify as a home energy upgrade. How much does the Tesla solar roof cost, and is it worth the premium? To easily explain Tesla’s solar roof cost and its price premium, we’ll detail three different scenarios below – read on to see which describes you best! We’ll be using a 3,000 sq. ft. home in Southern California with a $200 monthly electric bill in our example, although we ran this analysis for several different states and home sizes and the results remained similar.
upgrade. The homeowner has also heard a lot of media buzz around the Tesla solar roof lately, but aren’t sure if it’s worth the cost. Most importantly, they don’t need to replace their roof in the next ten years. If this description sounds familiar, the straightforward answer is that Tesla’s solar roof won’t make financial sense for your customer. Here’s why: it is both a new roof and a solar installation. If your customer doesn’t need a new roof, you risk upselling them on a product that they weren’t even shopping for in the first place. And the price tag of this upsell is considerable. While the owner of our 3,000 sq. ft. home in California would typically install a 8.5kW solar panel system for $26,030 before rebates, Tesla’s roof calculator shows that only a 6.25kW solar roof priced at $50,900 is possible. The result is that Tesla’s solar roof will cost nearly $25,000 more than installing solar panels, and yet will only deliver 77 percent as much solar electricity (due to it being a smaller system size). Your customer will be paying more for less, and that just doesn’t make good financial sense.
Scenario 1: Your customer is interested in going solar, but doesn’t need to replace their roof yet
[Note: The numbers in this section were revised in November 2017 to incorporate the asphalt roofing costs provided by Tesla.] While this is a less common scenario, it may fit your customer if their current roof is coming up on the end of its useful life. In general, asphalt shingles tend to last 20
This is the most common scenario for the vast majority of homeowners in the U.S. today. They’ve been interested in installing solar panels for a while, and realize that costs have come down enough for it to be an achievable home 16
FLORIDA ROOFING | December 2017
Scenario 2: Your customer is interested in going solar, and they also need to replace their roof
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to 30 years, and metal and slate roofs can last over 60 years. This scenario may also fit if your customer is in the process of building a new home from scratch, and haven’t picked out roofing material yet. In this scenario, unlike the first one, they are in the market and actively shopping for both a new roof and a solar panel installation. If this description fits your customer better, Tesla’s solar roof may make more financial sense. In this case, you have the option of either replacing the roof first and then installing traditional solar panels, or combining both actions with the installation of a Tesla solar roof. For our example homeowner in California, we used Tesla’s own estimate of $5 per square foot for an asphalt shingle roof replacement and assumed 1,600 square feet of roof space, which comes out to a total of $8,000 in roofing costs. When we add that to our initial $26,030 gross cost of a solar panel installation from Scenario 1, a new asphalt shingle roof and solar panels costs $34,080 altogether. Tesla’s solar roof results in a price premium of $16,870 for our California homeowner, equivalent to a 33 percent price premium for Tesla’s attractive glass tiles. Lastly, just like in the first scenario, it’s worth mentioning that Tesla’s solar roof will only produce about three quarters the level of solar electricity as compared to traditional solar panels – meaning their electricity bill won’t go down as much as it could.
tag. For shoppers in this category who are considering solar or even a new roof, the Tesla solar roof could be a good fit. In fact, we believe that the majority of buyers for Tesla’s solar roof will come from this third category. At EnergySage, we think that more solar on rooftops is always better than less, and look forward to this group of early adopters installing this new roof product on their homes. Early adopters of new technologies tend to be more likely to tolerate the hiccups that often occur with new products, too. While other companies have offered solar tiles before, these products have historically been hard to install and offered mixed performance results. Although Tesla has shown Scenario 3: Your customer loves new to be hit or miss on the initial quality of some of its products, technology, wants solar, and has money to they are also known for working with their early adopters spend to correct these quality issues over time. We hope that if There are certainly homeowners out there who simply quality problems do arise, Tesla takes the same action here want the newest technology possible regardless of the price and resolves them quickly. If you're trying to assist a homeowner to understand what solar options are available, we always recommend you provide as much information as possible so they can compare the pros and cons of each product. Try EnergySage’s free Solar Calculator to better understand and explain the economics of putting solar panels on a roof. Join the EnergySage Solar Marketplace to receive competing solar installation offers from our network of 500-plus pre-screened solar installers. Backed by the U.S. Department of Energy, our mission is to make going solar as easy as booking a flight online. For more information, visit www.energysage.com. 18
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Blue Roofs: They're Not What You Think
FRSA Staff When you mention “blue roofs” in Florida, there is the tendency to think damaged roofs that have been tarped, often followed by the thought of how the was tarp installed. Rarely would we think of an actual roofing system that is being used in the U.S. as well as in other areas of the world. A blue roof is a roof that is designed for rainwater retention above the waterproofing membrane. This is different from more standard roof designs that allow for swift water drainage to avoid deterioration or other wear occurring over time. A blue roof is typically flat without any falls, and control devices regulate drainage outlets from the roof, enabling water to be stored temporarily or permanently. They can be designed as open water surfaces, as storage within or beneath a porous or modular surface, or below a raised surface or covering. Some reasons for incorporating a blue roof into a building include: ■■ ■■
■■ ■■
■■ Recreational purposes, such as rooftop swimming pools or water features.
Unlike other SuDS, blue roofs are able to make use of otherwise redundant building space – flat roofs – without extending beyond the footprint of the building or into ground space which, depending on the density of the location, may be expensive. Because they restrict the maximum permissible discharge of stormwater during periods of heavy rainfall, SuDS help reduce the risk of sewer overflow and localized flooding. In 2000, the roofing industry got behind the emerging demand for green roofing, which was being led significantly by the London Borough Planning Offices, the Mayor’s "London Plan" and organizations such as livingroofs.org. While there are many positive drivers behind the reasons for using green roofs, the main drivers could be seen as incident rainfall control, air pollution reduction and biodiversity. Fast forward through the evolution of green Sustainable Urban Drainage System (SuDS) used to roofs and so-called "brown roofs" (un-planted roofs left to mitigate urban flooding caused by stormwater run-off. nature) and we find that the roofing industry is now investing in the development of blue roofs. Reduction of the amount of rainwater attenuation Consisting of a water storage medium, typically a cellurequired, in areas of urban density, for the green roof lar geocomposite drainage/retention board, and a discharge that is typically installed over the blue roof. control mechanism, blue roofs reduce rainwater discharge Rain water harvesting, which may be a planning or rather than drain it as quickly as possible. Correctly debuilding regulations requirement. signing the blue roof releases attenuated water at the Storage for re-use purposes such as green roof irrirequired discharge rate for a site, providing the integral gation, cooling of solar panels, or reduction of HVAC source control and attenuation required by a SuDS system. load on mechanical refrigeration equipment. All this without the requirement for land consuming ponds, www.floridaroof.com | FLORIDA ROOFING
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retention basins or below ground geocellular storage tanks. Blue roofs can also be used in combination with these more traditional water control methods. Incorporated in an inverted roof construction, the blue roof elements are installed above the insulation and thermal sheet and can be finished with a green roof (extensive, wildflower, biodiverse or intensive), paving, or gravel ballast. Waterproofing materials are BBA Certified for zero falls applications with a durability for the lifetime of the building and are ideal for blue roof applications where security against water ingress is a priority. To ensure safety, there must be careful estimation of the flow restriction, which calculates the peak rates of run-off and the water depth that will be formed on the roof surface. The design of the safety overflows, the preventative maintenance program, and the waterproofing layer, which must be sufficient to protect against water ingress. Blue roofs are non-vegetated source controls that detain stormwater. Weirs at the roof drain inlets and along the roof can create temporary ponding and gradual release of stormwater. Coupled with light colored roofing material, they can provide sustainability benefits through rooftop cooling.
Weirs at the Roof Drain Inlets
In 2010, New York City Department of Environmental Protection (NYDEP) began using blue and green roofs as an answer to environmental challenges and to an initiative by Mayor Blumberg. The program used existing schools and municipal rooftops to help collect and distribute
Save the Date for FRSA’s 96th Annual Convention and Expo! June 27-29, 2018 | Kissimmee
excessive stormwater through passive and active rainwater collection techniques. As rooftop hard surfaces account for approximately 10 to 20 percent of Manhattan’s overall built surface area, these projects take underutilized portions of the city rooftops and employ them for a better purpose. In some cases, they use a series of modified recycled plastic trays, held in place with ballast alone, to produce an astonishing 45 percent reduction in roof runoff during rainfall events. Using a variety of active and passive water collection methods and techniques, the work is considered to be at the forefront of blue roof testing. In 2015, New York City renewed its commitment to sustainability with One NYC, an extensive initiative to create sustainable rooftops throughout the city that serves as an example of how blue roof technology will be a central part of sustainability in cities in the future.
Active and Passive Rooftops
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FLORIDA ROOFING | December 2017
Blue roof designs often seek to mimic natural systems to catch and temporarily store water so they can reduce or slow the effects of rainwater overflow from storms. They attempt to slow the rapid discharge of water runoff bouncing from hard surfaces that can overflow sewers and create veritable epidemics for natural bodies of water. Instead, rooftop detention ponds, acting more softly and slowly – like sponges – can imitate the natural absorption and slow moisture-release mechanisms of soil. Blue roof systems may consist of an array of equipment, including physical tanks, shelves, leaves, pipe systems, valves, catchments, pools, barrels, and trays. These components function in either an active or passive capacity (or somewhere in between) in order to collect rainwater. Active roofs can use techniques to store, slow, move, and reuse water according to a pre-designed mechanism. Active blue roofs, which are also sometimes called automated roof runoff management
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systems, can range from simple to highly sophisticated. Some actively controlled systems will use programmable, hydraulically-controlled valves to control the retention and release of water for reusable collection, drainage, or subsurface storage in a series of containers. Some even use communications or data tools such as forecast integration, a technology employing sensors and internet-based data feeds to help estimate rainfall quantities. Projects can use such tools to help schedule and record their real-time rainwater collection to meet user demand. Whereas passive blue roofs typically need little to no upkeep, one of the primary considerations of active blue roofs is their need for regular maintenance. Passive blue roofs simply catch and hold water, and may also function as temporary holding tanks for storm events by later releasing water via evaporation.
Benefits of Being Blue One true beauty of blue roofs is they can be relatively low in cost when they are carefully and strategically designed. With an installation price often close to or less than one dollar per square foot, blue roofs provide a relatively inexpensive yet effective tool to help manage rainwater collection. By comparison, a vegetated roof can cost from $15 to $20 per square foot. Some projects, using a combination of both blue and green roofs, are able to achieve the financial balance necessary to meet a given budget. By any account, existing structure is a primary consideration. As noted, the overall volume of a blue roof system depends on its geometry and configuration. When being installed on existing roofs, the new materials and water loads must be carefully planned to not exceed the existing roof structure’s load capacity. When the projected loads are designed to be greater than the current capacity of the existing roof structure, structural engineers must carefully calculate and add the additional structure required (e.g. joists, beams, or other structural members) to help carry projected water loads.
In addition to stormwater management and rainwater collection, blue roofs can also provide highly beneficial secondary outcomes. They can offer substantial heat island cooling effects by providing the opportunity to use basins with white or reflective linings that deflect solar radiation from the building. The lifespan of a typical blue roof is generally estimated at around 35 years. This is based on concepts of normal wear and tear. After 30 or 40 years of exposure to the sun and the elements, depending on the details and specifications for the project, synthetic materials (especially plastics) can begin to disintegrate, valves and rubber gaskets can harden, and some metal fasteners or flashings can rust. Nevertheless, it is evident that a reasonable upfront investment in a blue roof system can easily yield many years of productive stormwater collection and rainwater diversion. Along with savings in water usage and energy consumption, blue roofs have proven to be highly beneficial for a building owner over the long term. In some ways, green roofs and blue roofs accomplish similar things. Green roofs consist of growing plants on rooftops and can be divided into two groups: extensive and intensive. Extensive green roofs refers to systems that usually have six inches or less of growing medium and often are placed on top of the roof in either trays or bags. Intensive roofs are deeper installations that include full continuous soil over an integrated drainage mat and water proofing. These roofs can range from eight inches to several feet deep. In contrast, the term “blue roof” has been coined to refer to systems that focus on rainwater collection. By using catchment pools, rain barrels and more discreet water-hungry plants, the goal of the roof system is to minimize the amount of storm water that a building site sheds to the rest of the city. Both blue and green systems help mitigate stormwater by gathering and releasing it over time. Both offer an insulating layer to help trap energy in the winter and reflect sunlight in the summer (reducing the heat island effect in urban centers.) The difference is that green roofs offer an opportunity for biodiversity and food production while the water gathered by blue roofs can be used for irrigation, cleaning sidewalks or reducing potable water use by filling washing machines or toilets. En masse, both systems will be valuable, productive additions to the top of New York's skyline and many other U.S. cities. Information for this article was gathered from multiple sources including: One Roof, Two Roofs, Green Roofs, Blue Roofs; Blue Roof and Green Roof; Green & Blue: Joined Up Thinking to Reduce Flood Risk; LivingRoofs.org; The Rise of the Blue Roof; From Green to Blue: Making Roofing Systems Sustainable in Urban Environments.
www.floridaroof.com | FLORIDA ROOFING
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Year-End Tax Planning? Remember the FRSA Foundation Endowment Meghan Roth, FRSA Educational Foundation Director
Protecting the Industry and Your Personal Legacy the FRSA Self Insurers Fund as a matching contribution of amounts donated and pledged between February 2005 and for Generations December is upon us once again and that means many are scrambling to find ways to reduce their federal tax liability for the 2017 tax year. A recommendation that is made by many tax planners, attorneys and accountants is to make some or additional charitable contributions that reduce taxable income for most on a dollar-for-dollar basis. With that in mind, please remember the FRSA Educational Foundation Endowment Program when consulting with your tax advisor. The Endowment was established by those looking for a means to support the roofing industry in Florida on a long-term basis by creating a legacy of giving. To date, over $1,100,000 has been contributed or pledged to individual endowments within the program. The contributions made remain intact, and only the earnings from the donations are used to support designated uses. The contributor controls the use of the earnings, stipulating how they would like the earnings to be spent by choosing from a menu of options at the time pledges are made. Contact Mike Reed, CPA, FRSA Controller at 800-7673772 ext. 167, or email at reed@floridaroof.com for further information.
The History of the Endowment Program
The Endowment Program was originally set in motion in 2003 when TAMKO Building Products, Inc. donated $25,000 to the Foundation. The Foundation Trustees seized that opporCONTRACTORS / tunity to launch the INDIVIDUALS Endowment Program and deemed the un39.3% solicited donation to be the first Governor Level contribution. Since then, the Foundation has received several substantial contributions from manufacturers, suppliers, FRSA affiliates, contractors, and individuals. DIS SUPPL Most significantly, in 2005 the TRI BU IERS / Endowment Program benefitTO RS ed from the generous contribution 8.0 % of $100,000 (Chancellor Level) from
26
FLORIDA ROOFING | December 2017
FRSA’s Annual Convention and Trade Show in 2005. In 2014, the Endowment surpassed $1 million in value, representing various contributions from several longstanding companies and individuals within the industry.
Endowment Goals
The Endowment Program is designed to enhance the Foundation’s ability to: ■■ Award a greater number of scholarships to students of merit ■■ Increase the frequency and quality of industry-related seminars for continuing education credit ■■ Provide funding for workforce development and employee training ■■ Fund research projects on crucial and innovative roofing topics
Scholarships
Since 1994, the Foundation has awarded over $215,000 in scholarships. The Foundation Trustees and the Endowment Board of Governors goal is to be in a position to award even larger amounts to students whose area of study is geared toward industry related subjects. Your contribution’s earnings designated for scholarships can increase the amounts and the number of scholarships provided to deserving AFFILIATED students each year!
GROUPS 46.9%
CE Seminars
The Foundation has established itself as a leader in the area of continuing education for roofing contractors and other industry-related professionals. The Foundation offers quality classroom instruction with knowledgeERS able, industry-wise instructors R U T while maintaining low registration FAC U fees. With the addition of the FRSA N % 5.8 Educational Foundation Training Center MA
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located in the FRSA offices, the Foundation is able to offer Florida roofing industry and the Foundation has underwriteven more education opportunities to the industry. The ten and co-sponsored funding for research on topics such Endowment helps support these opportunities financially. as:
Workforce Development and Employee Training
■■ New trends— green roofs, cool roofs, photovoltaic/ solar roof systems, etc.
Endowment earnings designated for education also pro- ■■ Wind testing vide the means to train technicians on the guidelines and ■■ Product development relating to Florida Building Codes procedures of various roof applications. FRSA Foundation members are currently working on an employee training FRSA partners with the University of Florida’s College program that will be launched next year. of Design, Construction and Planning, where each year, thousands of dollars are granted for roofing-related reResearch search through the Earl Blank Faculty Fellowship. The There is a constant need for competent research in the Blank Fellowship was established by the FRSA SIF with matching funds from the state of Florida in 1993, and also supports industry studies and research. In 2016 the Foundation funded a major research project, through a partnership with the University of Florida, Oakridge National Laboratories (ORNL), and the Florida Building Commission. A total of $40,000 was earmarked for a study on the effects of sealed attic systems in the Florida climate. Twenty thousand of the study money was contributed by the Foundation, with a matching $20,000 provided by the End-to-end service Earl Blank Endowment.
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The Endowment Campaign
An endowment can be established in any amount, but contributions of $25,000 (Governor Level) or greater entitles the contributor a seat on the Endowment Board of Governors, and a voice on how endowed earnings can be best utilized within the parameters established by those making contributions. Contributions can also be made in honor of a friend or loved one with a significant history of involvement in the industry. Your support of this program will help secure the roofing contractor’s place in the future by perpetuating the influence and prestige of the industry within the State of Florida. Again, your investment in the Endowment will remain intact, as the corpus is never used for direct funding.
How to Become an Endowment Contributor
First, decide which program is to benefit from your endowed earnings.
The menu of choices includes supporting scholarships, training, research or contractor continuing education. You can also choose for your endowed earnings to be “un-designated” which makes the funds available for any purpose so designated by the Endowment Board of Governors. Again, please contact Mike Reed if you would like to discuss your options before making a decision. All contributions made to the Foundation’s Endowment
Campaign are tax deductible (subject to the contributor’s particular tax situation). Appreciated assets offer the greatest tax advantage, as the tax deduction is based on the market value of assets given. The Endowment Program accepts contributions of cash, financial assets through planned giving or any other assets having an established market value.
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Creating a Brand Identity for Your Roofing Company Stephan Boehringer, Managing Partner, Get The Clicks
The Secret Ingredient for Massive Success
friendly customer service. Defining a brand is an exercise often overlooked by Brand is the outgrowth of your brand identity, much growing roof contractors. A solid brand identity is part like personality is the outgrowth of a human’s character. of the instrumental groundwork for creating customer loyalty. Whether you are just getting started with your Creating a Voice for Your Roofing Business business or own a multi-million dollar roofing company, Your brand identity will also create your brand’s the following article, and brand-building checklist, will voice. It is the voice you use to interact with consumers. help you define your brand to drive your business. In other words, it looks at how the message is delivered. For example: Are you informative? Are you humorous? What is a Roofing Brand? Do you inspire? Are you knowledgeable? How you comBefore we delve into the elements that drive a roofing municate is an essential part of your brand’s identity. All brand, let’s briefly define what a brand is. Your brand is of these components work together to drive the look and a message that drives consumer perceptions and expec- feel of your roof brand, creating a vision in the customtations through its distinctive personality. Your brand is er’s mind of what you want your brand to be. a combination of tangible elements that create a visual and auditory brand identity. This includes: your logo, Where Do You Start? color palette, marketing materials, letterhead, signage, As you work to develop your roofing brand there are company message, etc. a few core questions you should ask yourself in the process. Consider:
What is Brand Identity?
A brand identity creates a face for your company. Brand identity is what you create before you are able to establish a brand. This is often overlooked when creating a brand. Many companies never had a brand identity established, because many business owners don’t take the time to establish one (often times because they don’t know they are supposed to). Well, the good news is it’s never too late to work on a brand identity. Thus, “putting a face on the company” is really an on-going process. So, what does that mean? What does it mean to be the “face of the company?” Your brand identity is how your potential customers perceive you. Everything you do creates a vision in the customer’s mind of what you are. Your identity is how you want your consumers to see you.
Consider the Following ■■ Your visual identity – how your brand looks to your customers. For example, your logo being presented in a clear way. ■■ Your brand values – how customers perceive what you stand for and care about the most. For example, if your brand is synonymous with quality. ■■ Your brand personality – how customers attach an emotion to your brand. For example, your customers feel that your employees consistently deliver
Who is Your Perfect Customer?
What language do they speak? Do you speak their language? Have you ever heard “everything revolves around the customer, that’s the bottom line?” Most of us have. The problem for many businesses, not just roofing contractors, is that they don’t know who their customer is. If you don’t understand your target customer, then you will never be able to establish a solid brand because you don’t speak your customer’s language. Here are a few questions to ask yourself in your quest of the perfect customer: ■■ Where are they located? ■■ Where do they get their information? ■■ What are their challenges? ■■ What are their goals? ■■ How do they like to communicate? ■■ Do they speak a certain lingo? ■■ What is their budget? ■■ What makes them happy? Start by answering these questions. Then ask yourself if your brand speaks to your target market. Does your logo reflect their need? In other words, does your logo speak to them? Does your slogan speak to their needs? If yes, great. If not, what do you potentially need to change?
What Are Your Customer’s Pain Points?
Every customer has pain points. Every customer has problems. It is your job as a business owner to identify www.floridaroof.com | FLORIDA ROOFING
31
®
those problems and solve them. Typical pain points we see in our industry is unexpected roof expenses, potentially dealing with insurance claims or simply the hassle of dealing with the problem at hand. Sometimes customers aren’t even aware of some of their pain points until it is too late to solve them. For example, a typical pain point is the issue of unscrupulous roofing contractors giving the roofing industry a bad reputation. How about unlicensed activity? We all know our customers never check with the Department of Professional Regulation (DBPR) to see if we are actually licensed. Thus, it is up to us to address the issue head-on by educating our customers before they make a mistake. So, what are you doing with your brand to specifically address those pain points? What are your competitors doing to address those pain points? Could you do something with your brand to present yourself as a better roofing company than any of your competitors? How about creating a presentation checklist of items you should provide to any potential customer? This would build a positive reputation. Something as simple as a copy of your DBPR license, Better Business Bureau (BBB) accreditation, references on company letterhead, Association membership card, etc. can go a long way when an uneducated potential customer has to decide between you and a competitor (the checklist at the end of this article will have a complete list of items we recommend to include). Finally, a simple brand message every roofing brand needs to communicate is peace of mind. Your brand identity should instantly communicate how you solve your customer’s problems. Regardless of how your brand connects with your customers, your ability to solve problems should be at the core of your brand identity because it drives business and solves a simple human desire – to feel understood.
Our brand is only as good as the reputation it possesses. That’s why it’s usually pretty easy to identify a tarnished brand. Bad online reviews and a poor customer service experience usually are the main indicators that a roof brand is in trouble, or (worse yet) doesn’t care to provide good services. On the other hand, a good brand isn’t always that easy to spot. Often times it takes a bit of digging to find a solid player in a market. While online reviews can drive a positive reputation, often times these reviews can be gamed. Unfortunately, in today’s digital age we need to play along with this review game to assure our competitors don’t gain an edge on us. Thus, to provide solid online reviews, one of the core things we always advocate is to have a review aggregation strategy in place. You want to capture as many positive reviews as possible. Not only does it help your online Google rankings, it also hedges against the inevitable bad review everyone gets once in a blue moon. To do this, start by asking, how you make your customers feel? Do they trust you? When your most satisfied customers communicate with you, what do they have to say? Listening to satisfied customers can provide a wealth of information about how you make your customers feel. What do they say? Relief? Trust? Happiness? The most frequent positive emotion your customers associate with your company is critical information for building a brand identity. You have to use this emotion to create your visual brand component such as colors, font, etc.
What Do Your Customers Currently Think of You?
Tell a great story. You want to always explain to customers how you got started in the roofing business. Tell them why the business was created in the first place, and then tell them how your brand will provide a tangible benefit for them. For example: “creating smiling faces” or “envious neighbors” OR “peace of mind” or “shelter for your loved-ones.” To use us as an example, our company (gettheclicks.com) got started because we
“Perception is reality” – nothing is truer than that. Ask: What do people currently think of you? Do your customers trust you? When is the last time you asked? Have you ever asked? You should. We get so wrapped up in running our businesses on a daily basis that we don’t stop to think of our customers.
Do You Tell a Great Story?
TABLE: MATCHING FONTS TO DESIRED FEELINGS Feeling
32
Font Type
Authoritative, Traditional, Respectable
Times New Roman, Georgia, and Garamond
Modern, Clean, Stable
Helvetica, Arial, and Verdana
Bold, Strong, Modern
Rockwell, Courier, and Museo
Elegant, Friendly, Creative
Lobster, Lucida, and Brush Script
Fashionable, Stylish, Exclusive
Politica, Eurostyle, and Matchbook
FLORIDA ROOFING | December 2017
got ripped off by a digital marketing agency and decided we could simply create a much better service.
Does Your Logo Explain Your Identity?
Do Your Font & Colors Convey Your Identity?
Finally, consider the impact of font and color on your brand identity. The font and color of your logo communicates a feeling. Depending on your brand identity, you are going to want to find a font that matches what you are looking to convey. On page 32, there is a list of common font associations: Additionally, the color of your logo also expresses a feeling. Below is a list of commonly accepted American color associations.
All too often a brand is identified by its logo. As a matter of fact, often business owners consider “brand” and “logo” to be the same things. This is not the case. A roofing company should establish a brand identity before a logo is created, because the logo is one of the components that personify the brand. Your logo is often one of the first things a customer remembers, so you need to make it count. If your logo only shows what you Testing Brand Perception do, and does not explain why you do it, then your logo Focus Groups is not as powerful as it could be. Focus Groups are a great way to begin the brand When creating a logo, keep several important factors identity development process. They are also a wonderful in mind: tool for studying your target market to get a better un■■ It must be original; otherwise you won’t be able to derstanding of what your brand should be. Remember, register it with USPTO. the process of creating a brand isn’t just about the ■■ It must be scalable to all types of formats, as well creation of the brand based on your vision, but also to as be easily recognizable at any size. create a brand that resonates with a potential customer. Consider the highly competitive world of fast food. ■■ It should convey an emotion as well as show what Major players like Burger King and Chick-fil-A work you do. This is often accomplished with colors. A great example here is Allstate Insurance: “You’re in hard to build a brand, yet only one of these two has really developed a core brand identity. Can you guess which good hands.” one it is? (Hint: it involves cows.) Now, visit each of these ■■ It should be relevant, meaning its design should local stores during off-peak hours, and you will find a match the theme of the roofing industry. busy Chick-fil-A, and a slow Burger King. The agency to be credited with the blockbuster ad campaign for ChickDoes Your Slogan Speak to Your Customers? fil-A was The Richards Group. Back in 1994, the agency Your slogan can be used as an extension of your logo. discovered that the Chick-fil-A brand was suffering from Often a slogan explains a philosophy or tackles a unique “a lack of customer awareness.” In focus groups, it was consumer pain point. Slogans should work hand in hand found out that when participants were asked about their with your logo and thus are created after a brand iden- favorite fast-food chain, Chick-fil-A was rarely mentity is developed. Here are a few examples to consider: tioned. It was only when the agency gave participants a ■■ Walmart – Save Money, Live Better nudge that they mentioned they loved Chick-fil-A. Thus, the agency knew, the product was great, they just need■■ Subway – Eat Fresh ed a campaign to get people to notice the brand. They ■■ Chevrolet – The Heartbeat of America needed a simple, yet effective, marketing campaign that
TABLE: MATCHING LOGO COLOR TO DESIRED FEELINGS Feeling
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Logo Color
Integrity, Trust, Tranquility, Loyalty, Intelligence
Blue
Money, Growth, Freshness, Environmental-Friendliness
Green
Happiness, Originality, Energy
Yellow
Royalty, Spirituality, Luxury
Purple
Femininity, Compassion, Playfulness
Pink
Power, Strength, Passion
Red
Courage, Originality, Success
Orange
Cleanliness, Purity, Freshness
White
Elegance, Drama, Strength
Black
Energy, Mysterious, Futuristic, Intuition
Silver
FLORIDA ROOFING | December 2017
placed them in front of their target market, and so the cows were born. Today, 23 years later, the cows still adorn the billboards along highways and byways calling on passers-by to help the cows. The point is that focus groups work to help develop a brand. It may seem trivial to ask people for their opinion, but valuable information can be extrapolated from your target market and used to build a lasting brand when the right questions are being asked.
Taking the First Steps
Much of this exercise culminates in developing a point of difference. In an era of constant mobile interruptions, creating a brand identity is a crucial necessity for growing customer loyalty. If your customers don’t connect with your brand’s identity (voice, values, visually), they won’t be loyal to you when it is time to make a purchase. We hope this article has given you some ideas of how to develop a recognizable brand in your local market. For more information, we invite you to share your Surveys thoughts at our website. Additionally, a complete checkIf you don’t want to make the investment to put to- list on how to build a brand, is available for download on gether an entire focus group, simple surveys are often FRSA's website at www.floridaroof.com/news/index. very insightful into the psyche of your customer base. The simplest surveys we run are called “Start, Stop, Stephan Boehringer is managing partner of Get The Continue” surveys, asking three very simple questions: Clicks, a digital marketing solutions company specializing ■■ What should we start doing? in SEO services, pay per click management, website design and maintenance, consulting and expert branding. Stephan ■■ What should we stop doing? has also taught courses on social media, website design ■■ What should we continue doing? and marketing for FRSA. Asking these three simple questions often uncovers the majority of potential issues a customer experiences with a brand. They are easy to implement, fast to execute and certain to get a solid number of responses. For a roofing contractor, we usually recommend at least 25plus surveys.
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FLORIDA ROOFING | December 2017
Boots on the Roof - Giving Back to Veterans and Those in Need NCFRSA Affiliate You could say that Christmas came early for James and Clarissa Green of Archer as they welcomed the sound of Boots on the Roof in October. The boots were not Santa’s, but that of volunteers putting a new roof on the Green’s double wide trailer through a community service program called Boots on the Roof. Created five years ago by members of the North Central Florida Roofing & Sheet Metal Association (NCFRSA), the program provides roofs for families in the local community who cannot afford it. NCFRSA members donate the cost of materials, permits, labor and dumpsters needed to complete most projects. Marine veteran James Green enlisted in the service right out of high school, spending time in the Mediterranean on the USS John F. Kennedy guarding nuclear weapons. He spent his last year and a half as part of an elite Marine Recon unit, working his way up to Sergeant. Born in Plant City, but raised in Newberry, Green came home with hopes and dreams of being a farmer. “Farming had changed and it was difficult to make a living. I invested heavily in pigs but ended up having to sell them,” said the 62-year-old. “I went back to what I had done in high school, being a meat
cutter, and worked at Newberry Cold Storage and mostly at Hitchcock’s.” Green has diabetes and developed Charcot foot, a complication of the disease. According to the American Academy of Orthopedic Surgeons, the condition deforms
Chris Tenney, (left) Godwin Green Roofing and NCFRSA President with Marine veteran James Green
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McFall Residential Roofing volunteer begins work on installing a new roof
the shape of the foot and can lead to disability. “I wasn’t walking well and went to the doctor,” said Green, who moved to Archer 23 years ago. “They took x-rays and said I had Charcot foot and my bones were dissolved and separated. I had surgery and could no longer stand for long periods of time to work — that is how I became disabled.” One day, Green said he noticed some shingles were missing from the roof. “I knew we weren’t financially able to do anything about it. I started asking around if there were any programs that would cover at least the cost of materials,” he said. “Several people told me to get a hold of NCFRSA and I found out about the Boots on the Roof program. After I filled out an application, they came out to assess the roof. It was worse than I thought.” Home Depot donated the materials for this roof project and the association volunteered the labor. “They worked to get the funding and people (labor) together,” Green said. “It has been a long, but worthwhile process. They are putting a roof on our home that we wouldn’t be able to. It is truly an amazing program that helps people.” The original date of the roof project was scheduled the day after Hurricane Irma hit, so it had to be delayed. Volunteers from McFall Residential Roofing and Godwin Green Roofing completed this project over two days in October. “As roofers, we have all been very busy after
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FLORIDA ROOFING | December 2017
Hurricane Irma, but we were committed to it,” said Chris Tenney, NCFRSA President and owner of Godwin Green Roofing. “We have done a lot of other pro bono work since then too.” The program was created as a way to impact and give back to the local community. “We wanted to give back to the community and the best way we knew how was to install new roofs for people in need. We initially just asked people if they knew of a need through family, friends or church members. The first project we did was in December for a widow with children,” said Tenney, who has been roofing for 18 years. “The next year we did two projects and then it grew to three a year.” To date, 14 roofs have been completed in Gainesville and the surrounding area. Tenney said most homes are less than 2,000 square feet and take six to eight hours to completely roof. The average donation with materials and labor is between $5,000 to $6,000. All have been residential projects, except one that was for the Pavilion/Bath House at the Boys and Girls Club of Gainesville. Shingles and other materials for the roof projects are usually donated by NCFRSA members. “We reach out to our supply houses, such as ABC Supply Corp., Gulfeagle Supply and Gulf Coast Supply and Manufacturing, as well as manufacturers,” he said. “Once in a while materials are donated, like from Home Depot for this project, but usually members of the association supply materials as well as the labor. For example, I had expensive shingles left over from a job and the material couldn’t be returned. We were able to put a roof on a small house in High Springs with it.” As the program grew so did inquiries, so the association had to create an application form and selection process. Tenney said Rebuilding Together North Central Florida helps facilitate getting candidates for projects. “Sometimes we have gone and interviewed candidates. A few years ago, we had two candidates and couldn’t decide, so we committed to do both,” he said. The focus of this year’s efforts has been on helping veterans and this is the second project completed. Tenney said a few years ago the association partnered with Habitat for Humanity to do a veteran’s roof. He said although all projects are worthwhile, something stood out about it that was different for everyone involved. Tenney said it is fulfilling to be involved in helping those who need it the most. “Recipients are very emotional, and many cook us breakfast or lunch to show appreciation. Often when we do these jobs we see other needs and we try to help out where we can,” said Tenney, who took over operations of Godwin Green Roofing from his grandfather in 2009. “Our motivation is that we can see the good it has done in the community.” As this issue was going to press, the association hadn’t yet determined their next candidate. “We don’t need the publicity, but it is good for the community to hear about these types of projects,” Tenney said. “I know I am extremely blessed as a business owner and it is the least I can do to give back to the community. If this is the sole purpose of the NCFRSA as a whole, then that is okay.”