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The Conrad Hilton at Evermore in Grand Cypress, Orlando. Hartford South LLC received First Place for this project in the Low Slope Category of FRSA's S.T.A.R. Awards.
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Holiday Greetings
OSHA Heat Plan
As many of you know, OSHA’s Heat Injury and Illness Prevention in Outdoor and Indoor Work Settings proposed rule has been published in the Federal Register and will soon become law. As written, the regulation will require employers to create a plan to evaluate and control heat hazards in their workplaces. It would also clarify employer obligations and steps necessary to protect employees from hazardous heat. If you don’t have a plan in place, visit www.osha.gov/heat-exposure for more information. FRSA members can also download the information by logging into the Member Login section at www.floridaroof.com. FRSA has submitted a letter to OSHA on behalf of the industry and if you’d like to submit your own comments to OSHA, you can do so by visiting www.floridaroof.com/osha-heat-comments. The comment period is open until December 30.
Workers' Comp Rates
In October, Tibor Torok, Matt Criswell, Debbie Guidry, Lisa Pate and I testified before the Office of Insurance Regulation on NCCI’s proposed workers’ comp rates. Once again, FRSA was the only industry that provided testimony – something we have done since 2003. We continue to ask for stability in the rates. Please see below for the 2025 workers’ comp rates that go into effect when your policy renews.
A Great Year
FRSA had an incredible 2024 year, breaking records and setting many new milestones for the Association that include: signing up our 1,000th member, welcoming over 4,800 attendees to FRSA’s Convention and
Expo, exceeding $1 million in revenue on the Expo and surpassing budget in every profit center. Thank you to the members, exhibitors and attendees that helped us achieve these goals.
As the holiday season approaches, I hope that you’ll be able to take time to relax, enjoy time with family and friends and give thanks. We are blessed with so much – let’s find a quiet moment to savor it.
All the best of wishes for a Merry Christmas and Happy New Year!
Manny Oyola, Jr. FRSA President manuelo@eagleroofing.com
Workers’ Comp Rates Beginning January 1, 2025
Manny Oyola, Jr.
Manny Oyola, Jr., FRSA President Eagle Roofing Products
Industry Updates
Carlisle Companies to Acquire Plasti-Fab
Carlisle Companies Inc. announced it has entered into a definitive agreement to acquire the expanded polystyrene insulation segment of PFB Holdco Inc., Calgary, Alberta, a portfolio company of The Riverside Company that is composed of the Plasti-Fab and Insulspan brands, which collectively are referred to as “Plasti-Fab.”
Plasti-Fab is a provider of EPS insulation products with eight manufacturing locations across Canada and three in the U.S. serving the commercial, residential and infrastructure construction markets.
“The acquisition of Plasti-Fab delivers vertically integrated polystyrene capabilities to our Insulfoam EPS business while adding scale, supporting retail channel growth and filling key geographic gaps in the U.S. and Canada,” said Chris Koch, Carlisle Companies Chair, President and CEO. “This acquisition is consistent with Vision 2030 and our intent to build on our strategic pivot to a pure-play building products company with increased investment in innovation with a continued emphasis on synergistic mergers and aquisitions guided by our repeatable model. I am confident that we will create significant value for all our stakeholders as we leverage the Carlisle Operating System across the Plasti-Fab business.” The acquisition, which is subject to customary closing conditions, is expected to close by the end of 2024.
TFC acquires Pro Fastening Systems
Triangle Fastener Corporation (TFC) has finalized an acquisition agreement with Pro Fastening Systems Inc. (PFS). Since its founding in 1980, Pro Fastening Systems, Inc. has been a leading provider of specialty fasteners and products to construction industry professionals across the U.S. with special emphasis in the Midwest. In 2012, PFS acquired Ink Smith, a wholesale distributor of sealants and waterproofing products. TFC will retain all 42 PFS employees with Don Egan remaining in a senior management role.
With the addition of the PFS business, TFC will now have 31 branch locations and three distribution centers across the U.S. TFC will be able to leverage PFS’s existing sales infrastructure, as well as the expertise of knowledgeable personnel, to provide a strengthened market position that will allow them to better serve customers locally and across the country. The acquisition of PFS fits well with TFC’s long-term plans to grow its business through acquisitions of successful fastener distributors in large markets not currently serviced by TFC.
The Triangle Fastener Corporation was started in 1977 in Pittsburgh, Pa., and through focusing on roofing, metal building, drywall and acoustic trades has
been able to continually grow its business portfolio. As a member of the SFS Group, TFC is spearheading SFS’s expansion into some of the most valuable markets in the U.S. Headquartered in Herrbrugg, Switzerland, SFS is a worldwide leader in supplying precision components and assemblies, mechanical fastening systems, quality tools and logistics solutions.
Bitec Consolidates Coatings Under the Storm Breaker Brand
Bitec, Inc. recently announced the consolidation of its roof coatings lines under the Storm Breaker brand, with the intention of promoting its extensive selection of silicone, SEBS, acrylic and urethane coatings under the Storm Breaker name. The popular tradename was acquired through the company’s acquisition of the Viking Products Group earlier this year. Bitec will continue to promote its two aluminized coatings under the MAC brand and its line of adhesives under the PMA brand.
Joel Shealey, President of Bitec, said, “The Storm Breaker brand has gained wide recognition in the coatings market for its versatility and performance as a restoration coating. By integrating many of our existing coatings under the Storm Breaker name, we expect not only to streamline inventory and plant operations but, more importantly, to reduce market confusion and keep our sales force laser-focused on synergistic sales.”
According to Shane Millwood, Bitec’s Vice President of Sales, “The sales force is excited to be able to bring to the market a multitude of solutions for a variety of roofing situations under the widely respected Storm Breaker brand.”
Progressive Materials Expands Storage Capacity
Progressive Materials (PM) announced its new tank expansion project. This project will provide more much-needed raw material storage which will enhance its ability to produce great products at an affordable price.
This new project is indicative of the growth PM has seen in recent years and serves as a testament to its dedication to the coatings industry.
Saint-Gobain Launches RenuCore
Saint-Gobain has launched RenuCore by CertainTeed, an innovative manufacturing technology that allows construction and demolition recyclers and hot mix asphalt producers to pelletize asphalt shingle waste at the end of its original life to be reused in asphalt paving applications.
Originally developed by Asphaltica and acquired by CertainTeed in 2023, the RenuCore pelletizing technology allows CertainTeed to divert shingle materials from landfills and increases the recycled content in hot mix asphalt paving, all while maintaining equivalent performance. The launch comes as Saint-Gobain continues to execute its global “Grow and Impact” strategy, which includes sustainability goals such as a commitment to achieve zero waste-to-landfill across all Saint-Gobain locations.
The innovative recycling process improves the performance grade of recycled asphalt and aims to achieve equivalent durability and longevity of roads compared to hot mix asphalt made with virgin materials. This new technology addresses early challenges in recycling asphalt shingles into hot mix asphalt by pre-treating and pelletizing the shingles, resulting in greater resistance to rutting, shoving and cracking.
“RenuCore’s launch underscores Saint-Gobain’s commitment to the cross-industry collaboration that will be needed to make the world a better home,” said Carmen Bodden, President of CertainTeed Roofing Products Group. “Whether our products are on a roof or in asphalt paving, we remain committed to CertainTeed’s motto ‘Quality made Certain, Satisfaction Guaranteed,’ as we have done for the past 120 years.”
RenuCore officially launched during the Construction and Demolition Recycling Association’s 10th Shingle Recycling Forum, the premier event for shingle recycling.
Roofing Alliance Announces 2025 Construction Management Student Competition Teams
The Roofing Alliance announced the 10 teams competing in its 11th Annual Construction Management Student Competition. This renowned event will take place on February 20, 2025 at the International Roofing Expo (IRE) in San Antonio, Texas.
The competition project, provided by Beldon Roofing Co., San Antonio, challenges teams to create a comprehensive bid proposal for the Embassy Suites by Hilton San Antonio Airport Hotel. Each
team collaborates with a roofing contractor mentor to prepare a bid package and present their project management, estimating and safety expertise. Participating universities include:
■ Bradley University, Peoria, IL – Mentor Alex Hernandez, Clark Roofing Co.
■ California Polytechnic State University, San Luis Obispo, CA – Mentor Rudy Gutierrez, Shell Roofing Solutions
■ Clemson University, Clemson, SC – Mentor Will Fort, Bone Dry Roofing
■ Florida Gulf Coast University, Fort Myers, FL –Mentor Rob Kornahrens, Advanced Roofing, Inc. (first-time participant)
■ Illinois State University, Normal, IL – Mentor CJ Martin, Showalter Roofing Services
■ Louisiana State University, Baton Rouge, LA –Mentor Tupac de la Cruz, Roofing Solutions
■ Texas A&M University, College Station, TX
– Mentor Kyle Cahill, King of Texas Roofing Company
■ University of Florida, Gainesville, FL – Mentor Caleb Stauss, Big D Roofing
■ University of North Florida, Jacksonville, FL –Mentor Marshall Hall, Childers Roofing & Sheet Metal.
Finalists will be invited to a series of events, including a welcome reception, roof visit and NRCA’s Industry Awards Ceremony, where winners will be honored. Roofing Alliance President Reed Gooding encourages roofing professionals attending the IRE to support the next generation by attending the student competition.
GAF Appoints John Barkhouse to New Position of President
GAF, a Standard Industries company and North America’s largest roofing and waterproofing manufacturer, welcomed John Barkhouse to the newly created position of President, reporting to CEO John Altmeyer. Barkhouse brings more than 25 years of manufacturing and operational leadership experience in the industrial, energy and services sectors to GAF. As President, he will oversee operations (manufacturing, supply chain, logistics) and R&D for GAF’s Residential and Commercial divisions. Barkhouse will work closely with Altmeyer and the GAF team to build on the company’s recent success and accelerate GAF’s future growth.
This appointment follows a period of sustained growth at GAF. Over the past five years, GAF has Continued on page 19
FRSA GENERAL COUNSEL
Trent Cotney, Partner, Adams and Reese LLP
Unlicensed Contractor Fights to Collect Unpaid Fees
In the state of Florida, contractors must be licensed to legally perform construction work they are contracted to do. Everyone in our industry is aware of this requirement but there are times when contractors may cut corners and work without all the necessary licensure. Although that may seem harmless in some regards, as a recent case illustrates, that oversight can be costly.
Details of the Case
Following Hurricane Irma in 2017, Incident365 Florida, LLC (Incident365) provided disaster mitigation services for three condominium associations – Ocean Pointe III, Ocean Pointe IV and Ocean Pointe V (collectively, Associations) – that had experienced water intrusion. The work performed included the following:
■ Water damage mitigation
■ General and structural dehumidification
■ Removal of damaged building materials
■ Disposal of debris
■ Application of anti-microbial solutions
■ Mold remediation.
Incident365 performed these services without having a contractor’s license at the time of the agreements or during the work. The total scope of work completed by Incident365 amounted to approximately $1.4 million. However, after the work was complete, the Associations refused to pay a $1 million balance, which prompted Incident365 to file suit. In its complaint, Indicent365 argued breach of contract, open account and unjust enrichment.
In response, the Associations raised affirmative defenses under Florida law, specifically citing unlicensed contracting and unlicensed mold remediation under sections 489.128 and 468.8419 of the Florida Statutes. These defenses, if valid, would bar Incident365 from enforcing the agreements.
What the Court Decided
The Associations filed motions for summary judgment based on their affirmative defenses. They asserted that Incident365’s services constituted unlicensed contracting since Incident365 was engaged in interior demolition and disaster mitigation work, which required a contractor’s license. According to section 489.128(1), contracts entered into by unlicensed contractors are unenforceable in both law and equity. The trial court agreed with the Associations, ruling that Incident365’s work was considered “contracting” under section 489.105(3), which describes contractors
as those who construct, repair, alter or improve buildings for compensation.
The trial court emphasized that:
■ “Contractors” are defined broadly to include any person or entity that improves or repairs buildings, even if the structural members of the building are not affected.
■ The dictionary definitions of “repair,” “remodel” and “improve” supported the conclusion that Incident365’s services aimed to restore, alter or enhance the properties, falling within the statutory definition of contracting.
Because Incident365 lacked the required contractor’s license, the court found that the agreements were unenforceable. Therefore, the court granted summary judgment in favor of the Associations, determining that Incident365 could not pursue legal claims based on the agreements, even though the ruling was recognized as producing a “harsh outcome.”
How the Appellate Court Ruled
Following that initial decision, Incident365 filed an appeal, arguing that not all services provided required a license. It also contended that although certain aspects of the contract required a license, those parts should be severed and Incident365 should still recover for services that did not require a license.
Incident365 asserted that the trial court had misapplied the statutes governing contractor licensing and unlicensed contracting. It sought to enforce the portions of the agreements that involved tasks such as water extraction and mold remediation, which it believed did not require a contractor’s license.
After reviewing the details of the case, the appellate court concluded that the trial court had made a mistake in granting summary judgment since there were issues of material fact regarding the specific services provided by Incident365 and whether they required a contractor’s license. The appellate court highlighted the following:
■ Not all disaster recovery tasks necessarily require a contractor’s license.
■ A fact-specific analysis was needed to determine which services performed by Incident365 fell under the statutory definition of contracting.
Additionally, the appellate court acknowledged Incident365’s argument that the enforceable portions of the agreements could be severed from the parts that required a license, potentially allowing Incident365 to recover for the services that did not require licensing. The appellate court chose to reverse the trial court’s summary judgments. It remanded the case for further proceedings to resolve these factual disputes and to reconsider the enforceability of the agreements.
Final Thoughts
The appellate court’s decision to reverse and remand the case reflected its view that the trial court had prematurely granted summary judgment. The court determined that further analysis was required to decide which of Incident365’s services required a license and whether portions of the agreements could still be enforced. The decision ensures that Incident365 will have the opportunity to present evidence regarding the nature of its work and potentially recover some of the outstanding balance from the Associations. This case highlights that having a valid contractor’s license is required. If Incident365 had been fully licen-
sed, recovering the outstanding $1 million would have been a simpler task. However, the case also illustrates that there is some gray area surrounding licensure requirements for various types of work.
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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.
Trent Cotney is a Partner and Construction Team Leader at the law firm of Adams & Reese, LLP and FRSA General Counsel. For more information, you can contact him at trent.cotney@arlaw.com or by phone at 813-227-5501.
Free Legal Helpline for FRSA Members
Adams and Reese LLP is a full-service law firm dedicated to serving the roofing industry. FRSA members can contact Trent Cotney to discuss and identify legal issues and to ask general questions through access to specialized counsel. They offer free advice (up to 15 minutes) for members. If additional legal work is required, members will receive discounted rates. This is a pro bono benefit provided to FRSA members only. Contact Trent at 813-227-5501.
Chris Dawson, Attorney, GrayRobinson
2024 Legislative Session Report
General Election 2024 Key Takeaways
Floridians flocked to the polls in November’s highly anticipated general election with an estimated 79 percent turnout statewide. President Trump’s commanding comeback re-election to secure a second term as U.S. President dominated headlines but many key races and issues of statewide impact were also decided by Florida voters. As we close out 2024, let’s recap the key state issues determined in the election that will shape state policy and politics for the next two years.
Florida Republicans Return Supermajorities to the State House and Senate
Florida Democrats’ efforts to dig out of relative political irrelevance in Tallahassee fell far short of hopes and expectations, failing to net five seats in the Florida House of Representatives to break the Republican supermajority. Over in the Florida Senate, Republicans also returned a supermajority for the next two years. In the highly anticipated Senate District 3 race, incumbent Republican Senator Corey Simon (R – Tallahassee) beat challenger Daryl Parks by 11 percentage points in the most closely-watched legislative race of the cycle. Democratic woes included upsets of Rep. Tom Keen (D – 35) by Republican challenger and former Osceola School Board Member Erica Booth as well as an upset of incumbent Rep. Katherine Waldron (D – 94) by Republican challenger Meg Weinberger.
Amendment Madness with Recreational Marijuana and Abortion Access Falling Short
Four of the six state constitutional amendments on the November ballot fell short of the 60 percent voter approval threshold for passage. Among the casualties were two controversial, nine-figure expenditure initiatives focused on recreational marijuana and abortion access. Governor Ron DeSantis pegged his political legacy on defeating both measures – despite President Trump’s support of recreational marijuana –along with significant investment from the Republican Party of Florida. Returns for each amendment broke down as follows:
■ Amendment 1: Partisan Election of School Board Members – FAILED 54.9% to 45.1%
■ Amendment 2: Right to Fish and Hunt – PASSED 67.35% to 32.65%
■ Amendment 3: Adult Use of Personal Marijuana –FAILED 55.89% to 44.11%
■ Amendment 4: Limit Government Interference with Abortion – FAILED 57.15% to 42.85%
■ Amendment 5: Adjustments to Value Homestead Exemptions – PASSED 66.02% to 33.98%
■ Amendment 6: Repeal Public Campaign Financing Requirement – FAILED 50.39% to 49.61%
The Legislature will have an opportunity to enact enabling legislation for Amendments 2 and 5 during the 2025 Regular Session.
U.S. Senator Rick Scott Rides FRSA Endorsement to Largest Career Electorate Victory
Florida’s “Junior” Senator Rick Scott (R – FL) was the big man on campus come election night, cruising to re-election with the largest electorate advantage of his political career. He bested former U.S. Representative Debbie Marcurasel-Powell by a stunning 12.8 points, a far cry from his previous razor thin victories, catapulting him back to the U.S. Senate and potentially the Majority Leader role. One can’t ignore FRSA’s endorsement of Senator Scott over the summer and must wonder whether the industry boost sent his re-election prospects soaring.
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Chris Dawson is an Attorney and professional Lobbyist for GrayRobinson’s Orlando office and is licensed to practice law in both Florida and Alabama. He primarily focuses on lobbying and government relations for public and private sector clients at the executive and legislative levels of state government. He is credentialed as a Designated Professional Lobbyist by the Florida Association of Professional Lobbyists. Chris also holds two degrees in Civil Engineering and has experience in construction litigation and design professional malpractice defense.
FRSA Members Deliver Campaign Checks
Each campaign cycle, FRSA’s Political Action Committee (FRSA-PAC), distributes checks to support candidates that support business and the industry. Donations are made to prospective candidates based on recommendations from Legislative Counsel Chris Dawson and guidance from FRSA’s Governmental
Affairs Committee – a group of over 40 volunteer members from both sides of the aisle. Once candidates are selected, members volunteer to hand deliver PAC checks. Below are a few pictures of members delivering checks. Many thanks to all for your support! Frm
Rep. Chad Johnson and Charlie Kennedy
Rep. Chip LaMarca; check delivered by Tamara Chase
Rep. Kiyan Michael and Todd Brown
Rep. Toby Overdorf and Richard Kasper II
Leeja Collier, Senator Corey Simon and Ralph Davis
COTNEY CONSULTING GROUP
John Kenney, CPRC, CEO, Cotney Consulting Group
The Power of Accurate Estimating Winning Bids and Protecting Profits
Precision in project estimating is the backbone of success for any roofing contractor. Accurate estimates help owners and contractors assess the feasibility of a project and set the stage for a successful partnership from preconstruction to completion. For roofing contractors, an initial understanding of project costs determines the path forward, guiding scope adjustments and design modifications to align with the budget. Without a reliable estimate, contractors risk financial setbacks that significantly impact their business.
Accurate estimates serve as a guide for contractors in crafting competitive and financially sound bids. Underestimating a project’s cost can force contractors to cut their profit margins or cover unforeseen expenses, jeopardizing the project’s success and the contractor’s financial health. On the other hand, a well-formulated estimate provides a comprehensive overview of costs, allowing contractors to submit bids or negotiate contracts confidently. This article explores the essential steps of creating an accurate estimate and the nuances of refining the estimating process for roofing contractors.
The Key Steps in the Estimating Process
Construction estimating involves a series of systematic steps designed to capture every potential cost accurately. As a roofing contractor, you likely follow a process similar to the one outlined here. Whether you’re a seasoned estimator or just starting your career, understanding and refining these steps is critical to consistently producing precise estimates.
Review the Bid Package or Bid Invite
The bid package serves as the foundation of your estimating process. It typically includes critical documents like owner-contractor agreements, bond forms, general conditions, supplementary conditions and construction specifications. As a roofing contractor, thoroughly reviewing the bid package is crucial. You commit to completing the outlined work, so understanding every aspect is vital. The construction drawings within the bid package are categorized by purpose, such as architectural, structural, mechanical and electrical aspects. Your task is to zero in on the documents pertinent to our trade, carefully evaluating details affecting your work scope. This step sets the stage for the rest of the estimating process.
Investing time to review bid documents thoroughly ensures you don’t overlook essential elements that
could impact the project’s cost and timeline. Developing a system for reviewing these documents can streamline this phase, allowing you to focus on the finer points of the project that directly impact your work.
Conduct a Site Visit
While reviewing the bid documents provides a detailed understanding of the project, a site visit gives you a first-hand look at the project’s environment. Even if not mandatory, a site visit often reveals valuable insights into the conditions that could affect the project’s cost. Site-specific factors such as access restrictions, terrain and local regulations can significantly impact labor, equipment needs and the overall approach to the roofing project.
In some cases, specialty roofing contractors might rely more on documentation the project owner or general contractor provides. However, when feasible, a site visit enhances your understanding of potential challenges and provides a more accurate assessment of the required materials, equipment and labor. This proactive approach can save time and resources, allowing you to tailor your estimate to the site’s specific conditions.
Understanding Quantities and Creating a Material Takeoff
A precise material takeoff is the cornerstone of an accurate estimate. Reviewing the construction documents and tallying materials needed for the project provides a comprehensive overview of the quantities involved. Organizing the materials based on their measurement criteria enables you to create a clear and structured list that forms the foundation of your estimate.
Most roofing contractors now use digital takeoff tools that expedite this process, allowing for quick measurements and material counts. However, caution is essential; cross verifying the accuracy of digital takeoffs can help prevent costly mistakes. A detailed takeoff not only identifies the materials needed but also includes equipment requirements for the project.
Completing this step establishes the groundwork for acquiring accurate pricing information from suppliers and vendors.
Contact Vendors and Suppliers for Pricing
With a detailed material and equipment list, it’s time to engage with suppliers and vendors to gather pricing information. Accurate pricing is crucial to building a reliable estimate. If you do not own the equipment for the project, contacting equipment vendors for leasing or rental prices is necessary. Evaluating the options of owning, purchasing, leasing or renting equipment will influence your overall project cost, as you must consider aspects like depreciation and maintenance. This stage in the estimating process provides the first dollar figures that will shape the project’s cost structure. Establishing good relationships with suppliers and vendors can lead to more favorable terms, discounts or insight into market trends, impacting your project’s profitability.
Identify Labor Requirements
Determining labor costs is another critical aspect of your estimate. Using the information you’ve gathered thus far, estimate the labor needed to complete the project. Identify the required skilled trades, how many hours will be necessary for each and the crew’s expected production level. Labor efficiency can make or break a project’s budget, so your estimate must reflect realistic labor hours and cost assessments.
Staying updated on local labor market conditions and calculating loaded labor rates – wages plus taxes, benefit and other costs – is vital. Understanding these nuances helps you allocate labor resources effectively and avoid scrutinizing labor costs mid-project.
Gather Secondary Information: Insurance and Bonding Requirements
Risk mitigation is fundamental in roofing projects. Understanding insurance and bonding requirements is crucial because they impact your project’s cost directly. General liability insurance is often mandatory but additional policies may be required depending on the project’s size and scope. The general contractor or owner may sometimes carry some of the insurance requirements. However, as a roofing contractor, you may need to factor in builders’ risk, errors and omissions insurance or commercial auto insurance as project costs. By identifying and incorporating these costs into your estimate, you provide a comprehensive view of the financial obligations associated with the project, helping to avoid surprises down the line.
Assess Overhead and Indirect Costs
Estimators must also factor overhead along with indirect costs. Overhead expenses include general and administrative costs, such as office rent, utilities
and administrative payroll. Indirect costs might involve renting a project trailer or subscribing to software tools needed for project management. Accurately calculating these costs and spreading them across your project estimates ensures you cover your business’s operational expenses, regardless of whether you have active projects. By considering these overhead costs in advance, you protect your profitability and ensure the long-term sustainability of your roofing business.
Calculate Profit and Contingency
Finally, it’s time to calculate the profit margin and contingency for the project. Contingency allows you to account for unexpected expenses and project risks, often ranging from 2 to 10 percent of the direct cost price. Including a contingency in your estimate is not about padding the numbers, it’s about protecting your business from unforeseen circumstances that can impact project costs.
After determining the contingency, establish the sales price, which encompasses all project costs –materials, labor, equipment, overhead and contingency. This final figure should provide comprehensive coverage of expenses and generate a satisfactory profit. Once you arrive at this sales price, you can confidently submit your bid or initiate contract negotiations with the project owner or general contractor.
Consistency is Key
As you refine your estimating process, consistency becomes paramount. Every project will present unique challenges and variables but maintaining a systematic approach to estimating will reduce the likelihood of overlooking critical costs. A consistent process enables you to create thorough, accurate and precise estimates, giving you the confidence to submit competitive bids and win profitable projects.
Estimating is both an art and a science. By adhering to these steps and focusing on precision, roofing contractors can position themselves for success, ensuring projects are completed within budget and with the desired profit margins.
John Kenney, CPRC has over 50 years of experience in the roofing industry. He started his career by working as a roofing apprentice at a family business in the Northeast and worked his way up to operating multiple Top 100 Roofing Contractors. As CEO, John is intimately familiar with all aspects of roofing production, estimating and operations. If you would like further information on this or another subject, you can contact John at jkenney@cotneyconsulting.com.
Reflecting on 2024 and the Challenges that Await in 2025
Mike Silvers, CPRC, Owner, Silvers Systems Inc. and FRSA Technical Director
As 2024 comes to an end, I'd like to reflect on some of the challenges that we’ve faced this year and those we will face going forward. The year began, as it does every three years, with the adoption of a new version of the Florida Building Code (FBC). There was some confusion on the part of those who haven’t been able to keep up with the changes and, in many cases, even with those who have tried to. This stuff can be confusing and, at times, completely overwhelming. FRSA has tried to help by presenting code-related seminars and code presentations at our Convention and throughout the state, including at Affiliate meetings. We also produced code articles in this publication that covered these changes well in advance of the code’s effective date. We were also there to help many of our members who had questions about specific changes throughout the year. If you missed it, you can find many of these changes in “The New 2023 FBC Eighth Edition is Now in Effect. Questions? We Have Answers” in February's Florida Roofing Magazine (FRM) (www.floridaroof.com/FRM202402_FBC2023).
Even though we adopted the 2023 FBC Eighth Edition on the last day of 2023, it didn’t mean that our code work was done; far from it. We immediately started into the next code modification process for the 2026 FBC Ninth Edition. Our Codes Committee adopted a series of proposed code modifications for the Codes Subcommittee to move forward with. These mods were outlined in “FRSA Codes Committee Recommends 2026 FBC Code Modifications” in the May issue of FRM (www.floridaroof.com/FRM202405_2026CodeMods).
The article provided a preview of the changes FRSA hopes to make this cycle. After input from stakeholders and the Florida Building Commission’s Technical Advisory Committees (TACs), including the Roofing TAC, the Commission has nearly completed step one in amending the code. This step involves reviewing appropriate changes from the 2024 International Building Code and incorporating them into the 2026 FBC. We participate in or monitor all the pertinent meetings that are held as part of the adoption process. Early in 2025, the public submission portion of the modification process will begin. That is when FRSA will present our modifications and take positions on modifications submitted by others. Our thanks to the members of the Codes Subcommittee for the work they have already accomplished as well as for the work that lies ahead: thanks also to the members of all
the TACs, Commissionors and Commission staff members for their continued dedication in a very arduous process.
2024 Legislative Session
This year's legislative session dealt with many issues that potentially impact the industry either positively or negatively. It isn’t just about the legislation that came out of the session but, just as importantly, it’s about the bad bills that were suppressed. I will mention just a few of them here. We were able to help kill a very bad bill that would have required escrow accounts for all reroof projects. We offered changes to eliminate reroofing in a consumer warranty bill. We helped with language in statute to expand the types of roofs designated as “hurricane protection.” Another major accomplishment this session was adding “roofing contractor” to the list of “authorized inspectors” who can perform roof inspections for the 15 year plus 5 year prohibition that addresses the refusal to issue or renew property insurance based solely on the age of the roof that is in Florida Statutes 627.7011(5)(a-e). This is the first time that roofing contractors have specifically been referenced in one of the state’s lists of authorized inspectors. Hopefully, this is another step towards roofing contractors being recognized for our expertise.
We were also able to make some positive changes to the onerous provisions of the 10-day contract cancellation language that was adopted. It was originally proposed to be 30 days without any of the added language regarding what constitutes an “official start date.” We will attempt to make some tweaks to the language and, along the way, question its necessity entirely. The article “The New 10-Day Contract Cancellation Clause to Repair or Replace a Roof” appeared in September's FRM (www.floridaroof.com/FRM202409_10DayClause). The topic was also covered recently by Ben Lute, Adams and Reese LLP, in “'Check My Contract' Program in Wake of Hurricane-Related Insurance Claims” (www.floridaroof.com/CheckMyContract), which explains how the Florida contract review program will work.
Property insurance will almost certainly be a major topic during the 2025 legislative session as well as many other bills addressing areas of concern for our industry. FRSA’s representation in Tallahassee is in good hands with Chris Dawson of GrayRobinson, P.A.
Chris will be coordinating efforts with our leadership throughout the session and beyond to establish our positions.
Roof-to-Wall Connections
Another issue that we have been working on is attempting to expand the scope of a roofing contractor’s license to include the ability to strengthen roof-to-wall connections when performing a roof replacement. These mitigation improvements only address buildings permitted before 2002, when the FBC was implemented. An article in the August issue of FRM, “The Importance of Addressing Roof-to-Wall Connections” (www.floridaroof.com/FRM202408_RTW), addresses the subject. We are working on this effort with International the Association of Certified Home Inspectors, Inc. that is performing inspections for the My Safe Florida Home program. A joint position statement was produced and adopted by both organizations. You can read it on page 16. William Rabb, of the influential insurance publication Insurance Journal, recently reported on the issue in “Would Letting Roofers Do More Wind-Mit Work Help Cut Florida’s Insured Losses?" (www.floridaroof.com/ij20241104). We will be working together with all interested parties to hopefully bring this important goal to fruition. These are just a few of the challenges that we know we will be working on. Rest assured there will be many
that we aren’t aware of yet. FRSA is fortunate to have a strong core of volunteers, representatives and staff who have guided us through the past year as well as in previous years. We should be proud of what we accomplish together. As an organization, we will continue to move our industry’s goals forward and try our best to defeat objectionable requirements or at least work to mitigate those we can’t stop.
I want to thank our members and our staff for the support and help they offer throughout the year. It is a privilege to represent this organization. Best wishes for a Merry Christmas and Happy New Year. Frm
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 50 years of industry knowledge and experience to FRSA’s team.
Florida Should Expand the Availability of Contractors to Address Roof-to-Wall Connections
A joint letter from FRSA and InterNACHI
Since the implementation of the Florida Building Code (FBC) in 2002, the resilience of Florida's buildings has been at the forefront of the code's requirements. The codes mitigation requirements, adopted as part of the 2007 Existing Building subcode and the 2009 supplements, included the following provisions during roof replacement of single-family site-built residential structures permitted prior to the FBC:
■ Roof secondary water barriers
■ Enhanced roof decking attachment.
Also included during roof replacement of homes in the wind-borne debris region that have an insured value for the structure of $300,000 or more was:
■ Enhanced roof-to-wall connections.
The primary trigger to implement these provisions was roof replacement. In Florida in nearly all cases, roofing contractors are the only contractors that may replace roofs. In order to facilitate the enhanced roof decking attachment provisions, the licensing statute definition of a "roofing contractor" was expanded as indicated by the underlined portion of the following paragraph:
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(e) "Roofing contractor'' means a contractor whose services are unlimited in the roofing trade and who has the experience, knowledge, and skill to install, maintain, repair, alter, extend, or design, when not prohibited by law, and use materials and items used in the installation, maintenance, extension, and alteration of all kinds of roofing, waterproofing, and coating, except when coating is not represented to protect, repair, waterproof, stop leaks, or extend the life of the roof. The scope of work of a roofing contractor also includes required roof-deck attachments and any repair or replacement of wood roof sheathing or fascia as needed during roof repair or replacement
This change in the statute led to thousands of Florida homes having roof decking attachment enhancements completed during roof replacement. The positive results of these enhancements have been obvious during post hurricane mitigation assessments.
Unfortunately, the attempt to implement improved roof-to-wall connections has not been as effective. Because roof-to-wall connections are structural in nature, roofing contractors in many jurisdictions have been precluded from doing this work. The interruption of the roofing process causes these improvements, when made, to be very burdensome and expensive. Often, an engineer or division one (general, building or residential) contractor had to be brought in to assess the scope of work. This caused many owners to forgo roof-to-wall connection enhancement, which is often not required when deemed by the owner to be too expensive.
In the 2020 FBC, these mitigation requirements were expanded from single-family site-built residential structures to existing structures with sawn lumber, wood plank or wood structural panel roof decks. This change was made to lessen the cost of property insurance claims and to reduce the displacement of the inhabitants of all of these structures.
The re-implementation of the My Safe Florida Home program has brought enhanced roof-to-wall connections back to the attention of those charged with administering the program. These enhancements are one of the most effective ways of reducing damage during hurricanes.
However, most division one contractors have little interest in getting involved in the middle of a roof
replacement project. To allow these provisions to be effective and performed properly, the need to allow roofing contractors to perform this work and to be trained to follow the prescriptive sections in the code has become apparent. Much like the expansion of the roofing contractor's licensure scope that allowed the enhanced roof decking attachment to be effective, a change is also needed that will allow licensed roofing contractors to address the code's prescriptive roof-towall connection requirements. This change could possibly be accomplished through an interpretation of the existing language or with new language similar to the following:
(e) "Roofing contractor" means a contractor whose services are unlimited in the roofing trade and who has the experience, knowledge, and skill to install, maintain, repair, alter, extend, or design, when not prohibited by law, and use materials and items used in the installation, maintenance, extension, and alteration of all kinds of roofing, waterproofing, and coating, except when coating is not represented to protect, repair, waterproof, stop leaks, or extend the life of the roof. The scope of work of a roofing contractor also includes required roof-deck attachments, or any repair or replacement of wood roof sheathing or fascia as needed during roof
repair or replacement. It shall also include the evaluation and enhancement of roof-to-wall connections as described in section 706 of the FBC Existing Building for structures with wood roof decks. Provided, any enhancements are done in conjunction with a roof covering replacement and the roofer has training to do so; including their relationship to and proper installation for credit on the OIR-B1-1802 form and Florida Building Code.
We recommend elective general continuing education at the time of license renewal of a minimum of two hours with a certificate of completion issued for those roofers who choose to retrofit homes. The certificate should be required by building officials at the time of permit application to provide notice of proper training on retrofit methodology and proper installation for applicable insurance effects.
Thank you for your consideration.
Respectfully submitted,
Florida Roofing & Sheet Metal Contractors Association Inc. (FRSA)
International Association of Certified Home Inspectors, Inc. (InterNACHI)
Moving from Pretender to Contender
Most commercial roofing contractors don’t care about service. Many say they do, think and even pretend they do but their actions say otherwise. They are “pretenders.” Some of this is very understandable. To get a $150,000 reroof or a $1,500 service repair project from a first-time, never-worked-with-thembefore client can require the same amount of effort from you. The gross profit from that reroof project can be $60,000 but only $1,000 for the service project. So, for a contractor to focus on selling projects makes excellent financial sense and the industry is full of contractors who have, for decades, used that business model with great success. For new contractors just starting in business, selling projects is almost certainly the best route forward to a successful business. The only contractors I know of that started into business with a “service-only” business model that have been successful have had some unique factors in their favor that most do not have.
Generally, the typical commercial roofing contractor who has been in business for 10-plus years will have service revenue in the range of 10-15 percent of their total revenue. These are the “pretenders.” For most, this happens by being purely reactive. A commercial roofer with a true focus on service will have service revenue of 25-40 percent of their total revenue. These are the truly great commercial service contractors. Economic swings have far less impact on service-focused contractors. Their project work runs at higher profit margins and they often have projects simply handed to them. They tell me (when no one
else is listening) that their stress levels are much lower than those of the project-focused pretenders. Which are you? Oh, and if your service revenue is less than 10 percent of your total revenue and you have been in business for more than 10 years, you are actively doing things that serve to drive your customers away from you.
Let’s proceed with the idea that you want to improve service to your customers and are willing to do the necessary work. In my work, training roofing contractors service departments, over the last 15-plus years, I see a couple of points that trip you up either because you are doing something you shouldn’t or are not doing something you should.
The number one reason pretenders stay pretenders is because of the lack of appropriate engagement by the owner of the company. The typical service managers like doing the same thing, the same way, every day. You absolutely need that for a service department to run effectively. These ideal managers are, in a word, perfectionists. However, individuals with that personality style are also risk averse, terrified of making mistakes, not entrepreneurial and are generally not
Greg Hayne, Owner, Hayne Coaching Group
good at customer service. (And you wonder why your department doesn’t grow?) If your department is not growing, this is the number one reason why. You have the wrong person in charge. To move from pretender to contender, you, the owner, must lead. Be engaged and take charge because you are the entrepreneur; you are a risk taker and you are willing to make mistakes in order to grow.
You install roofs and over time they leak. Customers call you and you go fix the leaks. That is how you get 10-15 percent of your total revenue in service. If you want a significantly higher percentage of your revenue to come from service, you will have to actually “sell” your services. Having an estimator load a quote into an email and clicking it out the door is not selling. It is bidding.
It’s Monday morning and you get a call from the foreman on the tear-off down the street from your office. He says, “Hey, we had two guys not show up this morning and I am concerned it is going to rain this afternoon. Can you get me some bodies up here to help with the tear-off so I can get this dried in before the rain?” You say, sure, no problem. You run out of your office down to the accounting department and tell the two women working there to grab their hard hats, safety glasses, boots and work gloves and go help with the tear-off. Right? No, it would be kind of dumb, wouldn’t it? Then why do you expect estimators to sell work? It’s exactly the same thing. Those two ladies can go to that jobsite, they can pick up the tearoff, put it on the buggy, wheel it to the edge and dump it down the chute. But that doesn’t mean it worked or was a good idea. Just because an estimator closes a service sale doesn’t mean it worked or was a good idea any more than having your bookkeepers help with a tear-off. You need people whose role is to actually build relationships with building owners and to sell. This is an area where residential roofers are generally way ahead of commercial roofers in terms of sophistication. They recognize the value of a true salesperson.
Another example of a mistake pretenders tend to make – you decide to take your spouse’s car shopping. You walk into the dealership and the greeter says, “just a minute, let me get someone for you.” Soon, a guy in greasy coveralls comes out of the back of the dealership wiping grease off his hands onto a rag. He walks up and points to one of the cars on the showroom floor and says, “You should buy this one. It’s a really good car.” Is that what happens? No, of course not. But the thing is, that mechanic knows WAY more about cars than the salesperson that actually connects with you. Why do dealerships do that? Because the dealership understands that a true salesperson knows how to build and close relationships. Your salespeople don’t need to know anything about roofs to be effective. But pretenders really struggle with this. (I know more than one contractor, and all of them are contenders, who won’t even allow their salespeople to go up on a
roof. By keeping the salespeople relatively uninformed on the technical aspects of roofing, it forces them to focus on the relationship aspect.) That isn’t to say that a salesperson with roofing knowledge and experience can’t be successful. It’s just that you should hire salespeople based on their sales ability and not their roofing knowledge. Why does this rarely happen with pretenders? Because the decision makers (owners) can’t get their heads wrapped around the idea that service is about relationships, not roofs.
In order to move from pretender to contender, the owner needs to be appropriately engaged in growing the department and, at some point, real, genuine salespeople, who are focused on building relationships, are going to need to appear to expand your customer base.
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Greg Hayne is the owner of Hayne Coaching Group and he coaches, trains and supports commercial roofers to build better and more profitable businesses through his Educate, Stimulate, Expand (ESE) peer groups. He also helps them build better service departments through his Creating Great Service training and support program. Visit www.haynecoachinggroup.com for more on how Greg can help you grow your business.
Industry Updates, continued from page 7
dramatically grown its Residential and Commercial businesses, released innovative new products and increased production capacity across all major product lines.
“We are excited to welcome John Barkhouse to GAF,” said Altmeyer. “He brings both a fresh perspective and an expertise in growing and operating industrial manufacturing businesses. I look forward to working closely with him as we grow GAF’s position as the best company in the industry.”
“I’m thrilled to join a renowned company like GAF and a market leader determined to continuously evolve and improve — whether it’s building on its best-in-class products and services, investing in its manufacturing network or finding new ways to surpass customer expectations,” said Barkhouse. “I look forward to working closely with John Altmeyer and the rest of the team to continue to strengthen GAF and position it for long-term growth.”
Barkhouse joins GAF from CabinetWorks Group, the country’s largest privately owned cabinet manufacturer, where he served as President and CEO. Barkhouse started his career at Caterpillar, where he spent nearly two decades and established worldclass operational systems and processes. More recently, Barkhouse held senior leadership positions at Brookfield Asset Management and CEO roles at Clarios and Newalta Corporation.
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The Unique Value Proposition: A GameChanger for Roofing Companies
Gary Cohen, Vice President, Certified Contractors Network
In a competitive industry like roofing, a compelling unique value proposition (UVP) can be the difference between growth and stagnation. Your UVP should tell prospective customers why they should choose your roofing company over others. But a powerful UVP isn’t just a catchy phrase; it’s a carefully crafted statement backed by measurable qualities and results. In this article, we will explore the meaning of a UVP, why it’s essential for roofing companies, the importance of making it quantifiable and actionable steps to develop an impactful UVP.
What is a Unique Value Proposition?
A unique value proposition or UVP, is a statement that communicates what makes a company or product distinct from its competitors. It’s an expression of the unique benefits that your company brings to the table and the primary reasons customers should choose your services over the rest. A good UVP is:
■ Clear: It’s straightforward, avoiding technical jargon or vague language.
■ Specific: It addresses the needs of a target audience and highlights benefits specific to them.
■ Differentiated: It emphasizes what’s unique about your company, setting it apart from competitors.
For roofing companies, a UVP might highlight qualities like superior craftsmanship, high-quality materials, exceptional customer service or a unique warranty. The UVP becomes a statement of your company’s core promises to customers, providing clarity about who you are and what you offer in a single, powerful sentence.
The Importance of a Powerful UVP
The roofing industry is extremely competitive. Homeowners and businesses have numerous options when it comes to roofing contractors. Without a strong UVP, a roofing company risks blending into a sea that is full of competitors. Here’s why a powerful UVP is critical:
Differentiation in a Crowded Market – Many roofing companies offer similar services, so it can be challenging for potential clients to distinguish between them. A UVP cuts through the noise by directly communicating why your company is the best choice. This can be crucial in capturing the attention of customers who may otherwise be overwhelmed by too many options. Building Trust with Prospective Customers – A UVP helps instill trust in your brand by showing customers that you’ve thought carefully about what matters most to them. When a UVP highlights benefits like industry-leading warranties, eco-friendly practices or top-rated customer service, it signals reliability and commitment, which can reassure apprehensive customers.
Improved Marketing ROI – A clear, targeted UVP aligns your marketing efforts, making campaigns more effective and yielding a better return on investment. When potential customers instantly understand your value, they’re more likely to engage with your marketing, from clicking on ads to filling out contact forms. A strong UVP in your marketing should generate more leads and drive down your cost per lead (CPL).
Establishing Long-Term Loyalty – The qualities and promises in your UVP help set clear expectations, creating a foundation for trust and long-term loyalty. When your company delivers on its UVP, it reinforces a positive customer experience that encourages repeat business and referrals, further driving down your overall CPL.
The Impact of a Quantifiable UVP
A UVP always becomes more powerful when it includes quantifiable elements. A quantifiable UVP provides measurable proof of your value, which helps turn general promises into concrete facts. Let’s break down why this matters and how it works in practice.
Credibility and Trust – When you back up your UVP with statistics or specific metrics, you make your value tangible. For instance, stating that “We have over 1,000 Google reviews with an overall 4.9 rating” or “Our installations come with a lifetime warranty on workmanship” demonstrates confidence and expertise, which builds credibility.
Enhanced Perceived Value – Quantifiable elements create a sense of added value. Numbers offer a straightforward, objective way for customers to compare you against the competition. For example, a roofing company promising “lifetime workmanship warranties” or “95 percent satisfaction rates” has a clear advantage over a competitor that merely promises “quality service.” Anyone can say they offer quality service but this is an empty statement that isn't backed up with quantifiable measurables.
Easier Decision-Making for Customers – Clear, quantifiable UVPs help customers feel confident about their choice. When people know exactly what they’re getting and how it’s better than alternatives, it reduces friction in the decision-making process. They know that choosing you means specific benefits they can rely on.
Steps to Develop a Powerful, Quantifiable UVP for Your Roofing Business
Crafting a UVP is both an art and a science. To create a UVP that speaks to your target market, communicates unique advantages, backed by quantifiable elements.
Know Your Target Audience – Understand your ideal customer and their primary pain points. Are they homeowners concerned with energy efficiency or commercial clients who prioritize quick, disruptionfree installations? Use this understanding to support the benefits you highlight in your UVP.
Identify Your Unique Strengths – What sets your company apart? List the qualities that make your services unique, such as expertise with specific materials, superior workmanship or an exceptional track record of on-time project completion. If your company has awards, certifications, reviews or other data points
that set it apart, you should seriously consider these in your UVP.
Focus on Quantifiable Elements – Once you’ve identified your strengths, find ways to make them measurable. For example:
■ Instead of “fast turnaround times,” specify: “Projects completed 30 percent faster than the industry average.”
■ Rather than “high customer satisfaction,” try: “Over 95 percent of customers recommend our services.”
■ For warranties, state the specifics, like “25-year no-leak guarantee.”
These metrics lend your UVP credibility, showing customers that you stand behind your claims.
Craft and Refine Your Statement
Now that you have the components of your UVP, bring them together in a concise, compelling statement. Here are a few examples:
■ “Roofing installations completed 25 percent faster with our certified team, backed by a 25-year leakfree guarantee.”
■ “Award-winning customer service with 95 percent client satisfaction and a lifetime workmanship warranty.”
■ “Eco-friendly roofing solutions that save homeowners an average of 20 precent on energy costs annually.”
Each of these examples highlights a specific benefit and backs it with a quantifiable metric, making the UVP clear and credible.
Test and Iterate
Your UVP should evolve as you learn what resonates most with your audience. Track which elements of your UVP customers mention most often and gather feedback on how they perceive your company’s strengths. This ongoing refinement can ensure that your UVP stays relevant and compelling.
Consistently Communicate Your UVP
Once you have your UVP, it’s essential to embed it throughout your marketing and sales channels. Incorporate it in:
■ Website and landing pages: Place the UVP prominently on your homepage and service pages.
■ Marketing materials: From digital and print ads to brochures, let your UVP inform all content to maintain a unified message.
■ Sales conversations: Train your sales reps to emphasize your company’s UVP during initial consultations. This is an important ingredient in your sales process.
■ Customer service: Ensure your support staff is well-versed in the UVP, so they reinforce its promises when communicating with clients.
In summary, a powerful, quantifiable UVP is invaluable for roofing companies striving to differentiate themselves in a highly competitive market. It’s a strategic message that speaks directly to customer needs while backing up claims with measurable proof. By developing a UVP that’s specific, meaningful and embedded throughout your marketing mix, you’ll not only attract more customers but also build a brand reputation grounded in trust and reliability.
The key to a strong UVP lies in knowing your audience, understanding what makes your business unique, quantifying your value and effectively communicating that message. By following these steps, your roofing business can create a UVP that resonates with clients and drives sustained growth, bringing you closer to standing out as a true leader in the industry.
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Gary A. Cohen is Vice President of Certified Contractors Network (CCN) and is responsible for the day-to-day operations of the company. CCN is the leading comprehensive training, coaching and networking membership organization in North America.
Gary is also a 30-year veteran of the home improvement industry, spent 11 years at the Robert H. Smith School of Business at the University of Maryland as a Professor of Business and served four years as Associate Dean of the business school. Gary has been a certified leadership coach for the past 18 years. Contact Gary by email at gary@contractors.net. What's Wrong with
FEBRUARY 19-21, 2025
SAN ANTONIO, TX
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Join thousands of forward-thinking contractors who have elevated their businesses through IRE, expanding their networks, honing their skills, and staying ahead of industry trends. Gain exclusive insights, explore cutting-edge technologies, and forge strategic partnerships that will propel your business to new heights.
Mark your calendar for the 2025 International Roofing Expo, taking place February 19-21 in vibrant San Antonio, TX. Don’t miss this unrivaled opportunity to revolutionize your approach to roofing and exteriors. Success awaits at IRE – secure your place today.
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What’s New With SEO?
Heidi J. Ellsworth, Owner, HJE Consulting
In an industry that is on the edge of true technology adoption, there are many companies that are still struggling with finding solutions for websites, digital marketing and the big mystery, search engine optimization (SEO). According to a Google search, “SEO is the practice of improving a website’s content and structure to increase its visibility in search engine results. The goal of SEO is to help search engines understand a website’s content and to help users find the site through search engines.”
In 2024, the SEO landscape for roofing companies became more competitive and sophisticated, requiring strategic adaptations to stay ahead. As an industry, we are seeing several SEO consultants and companies active with roofing companies, helping them to improve their websites and SEO. Roofing businesses need to employ cutting-edge SEO practices to stay competitive. It means improving visibility, ranking higher in search engines and converting more traffic into paying customers.
Here are key areas and actionable strategies for improving roofing SEO. As always, if these are not items that you can address internally, look for companies with roofing experience. It will save you time and money overall.
Topical Authority
One of the major SEO trends this year is topical authority. Google now prioritizes websites that demonstrate deep expertise and thorough coverage of specific topics. For roofing businesses, this means building a content library that comprehensively covers various aspects of roofing, such as materials (e.g., shingles, metal roofing, tile), common issues (like leaks or storm damage), seasonal maintenance tips and even regional climate considerations.
According to WordStream, by crafting detailed, high-quality articles and blog posts around roofing topics, businesses can establish themselves as authoritative resources in their niche. This goes beyond just using the right keywords. Google rewards websites that provide value, answering questions that potential customers are searching for. To implement this strategy, look at developing content around subtopics within the broader roofing niche like comparing different types of roofing materials for owners to consider. Also, it is important to use internal linking to create relationships between content pieces, enhance the site’s structure and help search engines navigate the sites expertise easier. All content should be regularly updated to keep it fresh and relevant, in this way Google can view your site as active and authoritative.
Local SEO for Roofing Companies
For service-based businesses like roofing, local SEO is crucial. Most homeowners or property managers search for local roofing contractors, so ranking high in local searches can directly drive leads. Local SEO has expanded beyond just adding location keywords to your website content. Roofing companies need to optimize several key elements including regularly updating your Google My Business (GMB) profile with accurate business hours, location and services and, as always, positive reviews on your GMB listing play a vital role in ranking locally
On the local front, it is important to use locationspecific keywords not just in blog posts but also on service pages and meta descriptions. For example, if your company services the greater Orlando, Florida area, your roofing pages should include terms like “Orlando, Florida roofing services.” This can also be applied with the creation of location-specific landing pages for all the company’s locations. These pages should feature locally relevant content, such as local building codes, charitable events and job profiles within each local area.
AI-Generated Content for Scalability
AI has revolutionized content creation in SEO. Roofing companies can now leverage AI tools to generate blog posts, FAQs or even landing page content in a fraction of the time it once took. According to WordStream, while AI-generated content can enhance productivity, it’s essential to ensure the quality of the content. Google’s algorithms can penalize content that is low quality or solely designed to manipulate search rankings.
To make the most of AI, use it to generate content ideas or create outlines but be sure to take the time to review it for accurate terminology and messaging. You want your content to be authentic and accurate. The key to success is treating AI as a productivity tool, not a replacement for the nuanced, experience-driven content that customers expect from a service provider.
Video SEO
In 2024, videos continue to see exponential growth and video SEO is another powerful strategy that roofing companies should leverage. According to SEMrush, videos engage users and keep them on your site longer, which signals to Google that your site is valuable. Platforms like YouTube continue to be important for search engines. For roofing businesses, video content should include tutorials and “How To” videos, customer testimonials and before-and-after footage of roofing projects.
To rank your videos effectively use targeted keywords in your video titles, descriptions and tags. For example, a video titled “Preparing your Roof for Hurricanes in Orlando, Florida” can target both the “roofing preparation” and “Orlando, Florida roofing” keywords. By transcribing those videos, the transcripts can be added to your website making the videos more accessible to all users while also providing more content for search engines to crawl.
Website Optimization and User Experience
SEO isn’t just about content. Website optimization plays a huge role in how well your site ranks. Roofing companies need to ensure their websites load quickly, are mobile-friendly and offer excellent user experience. Again, Google places a lot of emphasis on user experience metrics, such as core web vitals, which assess loading times, interactivity and visual stability.
To optimize your site, be sure your website developers are compressing images and use caching tools to speed up page load times. High-resolution images are essential for showcasing roofing projects but slow load times can hurt your rankings. Ensure your website is fully mobile-optimized. Many users will be searching for roofing services on mobile devices, so your site needs to look and function well on smartphones. A well-optimized, user-friendly site is more likely to engage visitors, leading to higher conversions and better SEO performance.
Looking towards 2025, roofing companies need to adapt to evolving SEO practices to maintain their competitive edge. By focusing on topical authority, local SEO, video content and AI tools, companies will be able to stay competitive in the SEO race. Be sure that you also work with your website developer for technical optimizations like fast load times and strong backlinks to improve both your search rankings and customer engagement. SEO is not just about attracting traffic – it’s about ensuring that the right audience finds you and becomes a loyal customer. Implementing these advanced SEO strategies will help roofing companies turn prospects into patrons and remain at the top of search results.
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Heidi J. Ellsworth has worked in the roofing industry since 1993 and has held positions with Malarkey
Roofing, Carlisle Construction Materials and EagleView Technologies. She is currently a Partner and President of RoofersCoffeeShop and owner of HJE Consulting. Heidi is also one of the founders of National Women in Roofing (NWIR). She served as Chairperson for the first two years and in 2020 was awarded the WORLD Award. Working with both RoofersCoffeeShop and HJE Consulting, she currently focuses on supporting overall marketing strategies, sales success and content development for companies and associations within the roofing and metal construction industries. With a passion for networking and win-win-win scenarios, she continues to provide consulting and progressive digital advertising opportunities for companies and associations, building strong collaborations for business profitability and success.
RCASF’s Fishing Tournament Raises $340,000 for Make-A-Wish
Bridget Keller, RCASF Executive Director
The Roofing Contractors Association of South Florida (RCASF) hosts an extremely successful fishing tournament each year that benefits Make-A-Wish Southern Florida and the IGFA Junior Anglers Program. The event is held in the Keys and has raised an extraordinary amount of money for charity – over $1.9 million to date. This year, they were able to grant 68 wishes totaling $340,000. RCASF also donated $20,000 to the IGFA Junior Anglers Program – a total of $194,00 to date. An incredible amount of money raised through the generosity of so many.
Make-A-Wish CEO, Norm Wedderburn, said that he believes that the most money raised was done in flip-flops. But more importantly, graciously thanked RCASF for the ripple effect that Signature Sponsorships have on the lives of critically ill children in their community.
Heartwarming moments were abundant during the fishing tournament held July 19-21 at Cheeca Lodge in Islamorada, as were the good times, tight lines and plenty of fish. “It’s truly inspiring to see how hard work, generosity and community spirit come together,” said Ray Padron, RCASF President. Erica Izquierdo added, “This thrilling yearly event owes its success to the collaborative efforts and unwavering support of the South Florida roofing industry. My husband, Robert and I love to bring our girls and spend quality time with friends and colleagues while supporting our beloved charities.” The tradition brings roofing contractors together each summer for fishing, camaraderie and fun in the Keys. “The tradition not only endures, as RCASF hosted its 45th event but gives back to the community
in a big way, as is evident in the over $1.7 million-plus dollars donated to our charity partners and we couldn’t be prouder,” said RCASF Chairman Corey Daley. “We believe we are changing lives, enhancing the perception of the roofing industry, all while having a little fun fishing and giving back to our community.”
Highlights from the RCASF Fishing Tournament Week
A Dream Come True: An RCASF wish recipient spent the day with Miami Dolphins Legends. Just days before the tournament, Sports Center aired this dream come true for sport enthusiasts. Kudos to Earl W. Johnston Roofing for making this wish a reality and for creating and continuing the legacy of the RCASF Signature Sponsorship for Make-A-Wish. Lynne Johnston said, “In 2016, my husband Earl and I asked Make-A-Wish what the cost of a wish was. They said around $5,000. We have been so blessed with our beautiful family, we wanted to grant a wish and thus the RCASF Signature Sponsor was born. Today, a total of 350 wishes from the fishing tournaments will have been granted. We are thrilled to be a part of this journey with our friends and colleagues.”
Northern Lights Wonder: The captivating Northern Lights are a natural wonder that leaves us in awe. Our guest of honor from Make-A-Wish, Valeria, a brave and brilliant young woman, shared her personal journey and experience of this phenomenon as a beneficiary of the RCASF Fishing Tournament, thanks to the kindness of Daley Brothers Roofing.
Inspiring Youths –Changing the World
Barry Birenbaum, an RCASF Director and Committee Member, referred to these inspiring youths as “our future,” expressing immense pride on behalf of the RCASF. The RCASF Fishing Tournament, known for its familyfriendly atmosphere, invited all the children in attendance to join on stage, celebrating everyone’s involvement and contributions.
Eleven-year-old Bryce McKinstry has granted five wishes with over $25,000 donated through the RCASF Signature Sponsor Challenge
(2023: two wishes and 2024: three wishes). Corey Daley explained, “Bryce showed incredible dedication by setting up a corn stand and organizing multiple garage sales. His hard work and entrepreneurial spirit were aimed at raising funds to support Make-A-Wish, demonstrating his commitment to making a difference in the lives of children in need.”
Adrian Alaport, a friend of RCASF and a Make-AWish recipient, raised a wish too. Spreading inspiration and joy by becoming a Wish Granter after receiving her very own wish. Adrian’s beautiful, hand-crafted bracelets contributed to her donation of $5,000 to Make-A-Wish.
Dash Florio, the grandson of Barry and Gail Birenbaum, was deeply inspired by the remarkable efforts of these young philanthropists. “Motivated by their dedication, Dash began his own journey to grant a wish at the tender age of eight, showcasing his early commitment to making a positive impact in the lives of others,” said Barry Birenbaum
Community Impact
“The tournament goes beyond fishing – it’s about giving back.” said Daniel Pena, RCASF Fishing Tournament Committee Member. To date, over $1.9 million has been donated to our charities. “As roofing industry professionals, we come together with a shared purpose: making a positive impact beyond our
work,” said RCASF Fishing Tournament Committee Member Pablo Acanda. Recently, RCASF was awarded FRSA’s S.T.A.R. Award, the Spotlight Trophy for the Advancement of Roofing, and won 2nd Place in the Community Service category for re-roofing a World War II sheet metal worker’s home. “The RCASF isn’t just an association; it’s an investment in your professional journey. Whether you’re an experienced contractor or just starting out, the RCASF is here to support you,” said Lyle Jacobs, RCASF Past President and FRSA Affiliate Director.
About the RCASF
Representing 187 roofing professionals in South Florida, RCASF’s Board of Directors is comprised of dedicated roofing professionals who generously volunteer their time and expertise. Our mission is to elevate industry standards, promote education, ensure quality and prioritize safety. RCASF actively addresses critical challenges such as workforce development and roofing education. Monthly educational dinner meetings are designed to share valuable industry updates. RCASF is a proud Affiliate of FRSA. FRSA was founded in 1922 to bring together contractors as well as businesses with related interests. FRSA represents 1,000 member companies. Frm
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In 2023, Fund members received $5 million in Dividends and in June another $2 million based on 2023 performance –while workers’ comp rates are the lowest in history.
THE EXPERTS IN METAL ROOFING ABOVE AND BEYOND THE ROOF
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Florida Product Approvals or Miami-Dade NOAs on all products
Wide selection of panel systems – over 70 different options
