ROOFING FLORIDA - July 2015

A Publication of the FRSA ◆ Florida’s Association of Roofing Professionals

The Value of Roof Coatings and Preventive Roof Maintenance Programs Underlayment Conflict FBC Code – And We Start All Over Again Roof Coatings, Waterproofing and Damproofing – What’s the Difference?

Cross-Default Clauses Credit Card Changes Are Coming

July 2015

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Credit Card Changes Are Coming

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The Value of Roof Coatings and Preventive Roof Maintenance Programs

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FBC Code – And We Start All Over Again

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Cross-Default Clauses

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Roofing and Social Media

Underlayment Conflict

Roof Coatings, Waterproofing and Damproofing – What’s the Difference?

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

A Publication of the FRSA ◆ Florida’s Association of Roofing Professionals

On the iPad

FRSA Executive Director, Lisa Pate, CEM ◆ Editor

For display advertising inquiries and all feedback including Letters to the Editor and reprint permission requests (please include your full name, city and state) contact Lisa Pate at: lisapate@floridaroof.com (800) 767-3772 ext. 157 RFM, PO Box 4850 Winter Park, FL 32793-4850 View media kit at: www.floridaroof.com/roofing-florida-magazine

Any material submitted for publication in ROOFING FLORIDA 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.

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ROOFING FLORIDA (VOL. 6, NO. 7), July 2015, (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 ROOFING FLORIDA, PO Box 4850, Winter Park, FL 32793-4850.

Credit Card Changes Are Coming Goodbye Swipes, Hello PINs

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As has been reported in the news recently, there will be a major change in credit card processing starting in October of this year.

Cards will no longer be "swiped" and then a signature obtained to complete a transaction. Cards will instead be inserted in a card reader, or possibly just waved near the reader, which will read a microchip embedded in the card. No more magnetic stripes on cards and no more signatures required to process a charge. Card holders will instead use a PIN (personal identification number) to verify that the card being charged belongs to them. Experts say this will cut down on fraud and credit card data breaches, along with bringing the United States in line with the rest of the world, which has been using the Chip and PIN system for the last decade; even longer in Europe.

The new cards will be more secure for a couple reasons. First, requiring a PIN prevents checkout staff from Continued on page 17

Burt Logan ◆ President’s Column

Plenty of Work Ahead for FRSA As I begin my final column as FRSA President, I look back on what has been a long, but extremely productive tenure with FRSA. And I remind myself that although I’ll now be referred to officially as a “Past President,” or to some, as a “hasbeen,” I know that I’m far from done with the Association. I’ll just be viewing it from a different angle.

Over the years I have been mentored by a few key people who, in the FRSA President Burt Logan beginning, intimidated General Manager and Senior me with their knowledge Estimator at CORE Roofing of all things roofing reSystems lated. They knew the building codes, the staff of governmental code bodies and commissioners, legislative allies, people within the industry, and the history of FRSA. I feel fortunate to have had the opportunity to work side-by-side with these individuals who so selflessly shared their knowledge. Belonging to an organization and being involved requires time, money and dedication, but at the end of the day, that feeling of accomplishment certainly justifies the commitment.

I want to thank the Board of Directors, committee members and the Executive Committee for their support over the last four years. As an association, we’ve come so far and are able to continue building on the strong foundation set in place by many dedicated volunteers who came before us. Thanks to all for your commitment.

The leadership and staff have made many new upgrades to the way FRSA does business. We’ve embarked on social and digital media, revamped the convention and expo, conducted educational seminars, not just for continuing education credit, but for the benefit of learning. We’ve established short-range strategic goals to move us forward and reconnected with our local affiliates. Communication with our membership and others in the industry is extremely important, and to that end, we’re reformatting ROOFING FLORIDA Magazine to serve as a means to convey important code, technical, legislative and industry news. Look for new content coming soon.

Many of you have already experienced the new online registration system being utilized for the Convention and Expo. If you plan on attending any educational or social events, or to walk the expo

floor, please remember to go to the FRSA website, www.floridaroof.com, and click “Register Now” and you’ll be able to pick up your badge onsite. There is no charge for a badge, but one is required for all events.

Make plans to attend the free Welcome Reception on Thursday night at the Hyatt Regency Orlando as we officially kick-off the convention. During the reception, FRSA will recognize a very special group of individuals who have earned the titles of Life and Honorary Member, Campanella Award recipients and Past Presidents. This distinguished group has helped position FRSA as a recognized industry leader not just in Florida, but throughout the country.

I’d like to congratulate the FRSA Self Insurers Fund on their 60th anniversary! The fund was created for the sole purpose of providing workers’ compensation insurance for members. Over the years, their first-rate safety programs have established them as the leader in the workers’ comp market and their returned dividends of over $100,000,000 are the icing on the cake!

The FRSA Credit Union is also celebrating their 40th anniversary! The Credit Unions’ tagline – “built by members for members” tells only part of the story. They compete with any other banking institute, offering online and mobile banking, debit cards, an extremely successful roof loan program and great loan rates on equipment and vehicles. Check out their special convention equipment loan rate of 5.99 percent by visiting their booth on the Expo floor.

To the many sponsors and exhibitors – my sincere thanks for the support you’ve given FRSA over the years. Your contribution helps us continue to offer the best programs to contractors in Florida. To the contractors in this industry, make time to come out to the Convention and Expo, July 16-18 at the Orange County Convention Center and support the manufacturers and distributors that spend their time and money to help FRSA flourish. The Expo is free and provides an excellent opportunity to meet suppliers and manufacturers.

If you’re looking for education, there are 47 hours of continuing education credit being offered. If you don’t need credit, seminars 2-26 are free. This is your industry and your career – make the most of it!

president@floridaroof.com

www.floridaroof.com

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How Do You Benefit From Being an FRSA Member?

By Eddie Buyama, Bama Roofing Construction Co.

When I first joined FRSA I was primarily a general, mechanical and electrical contractor. Soon after, I became a roofing contractor. I was referred to FRSA by our insurance agent Collinsworth, Alter, Broder, French and Fowler Associates.

About 30 years ago, I began participating on FRSA committees and became a member of the Board of Directors. I find the fellowship at these meetings especially important and learn from others who attend.

In my opinion, the three most important items of a building inhabited by occupants are: the roof, the air conditioning and the foundation.

I was involved in all three of these areas. I continue to gain a lot of knowledge in these areas by being an FRSA member.

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Years ago, FRSA sponsored some very interesting and enjoyable “Study Tours” overseas. The purpose was to visit different countries and learn how they installed roofs. The programs were well attended and provided members a firsthand look at alternate roofing methods.

Today, for me, the highlight is the Board of Directors meetings, the Convention and the educational courses. I find having Mark, FRSA’s Director of Technical Services, on staff a huge asset and I enjoy reading ROOFING FLORIDA Magazine. I learn about new products and services through the advertisers and the articles.

–RFM–

Cam Fentriss ◆ FRSA Legislative Counsel

FBC Code – And We Start All Over Again The Florida Building Code 5th Edition (2014) went into effect June 30, 2015. The three-year code review cycle began on July 1, 2015 to start the process of developing the Florida Building Code 6th Edition (2017). It seems like these two events should be described in at least two paragraphs, but since they take place just a day apart, why bother?

Does it trouble anyone that, before you even have a chance to experience the impact of changes in the 5th Edition, we are already required to put forth changes to be included in the 6th Edition? And it’s not like we can wait a year to see if the 5th Edition changes work before submitting something for the 6th Edition. Instead, we are all required to submit any changes for the 6th Edition by midnight, August 3, 2015.

All That is Crazy Enough, But Wait, There’s More In 2011, certain building officials decided (apparently not of their own thinking) that it would be a good idea every three years, at the time of the code review cycle, to flush all the Florida specific provisions (i.e. those not included in the generic International Building Code) and either lose anything specific to Florida or force everyone to have to resubmit each provision. Ha ha – look at everyone struggle, look at consumers forced to spend thousands of more dollars, look at Florida’s structures become more susceptible to storm damage causing loss of life and property – isn’t that funny? I guess those building officials think it is hilarious because they not only set it up, they also spent hours and hours fighting any move to put Florida specific provisions back into the code that followed the 2011 legislative ploy. Luckily, they lost most of those baby battles, but they left us with a sloppy system, and they continue to defend it like it is the greatest thing since sliced bread.

And, believe it or not, there is even more. Some other groups oppose a Florida Building Code – or they support Florida’s use of the International Building Code with maybe a few Florida specific provisions on a separate document off to the side. Why? Some want it because their members operate in a lot of states and they would prefer to have one code. They don’t seem to care if the code doesn’t work in Florida – what’s important is that the design or construction individual does not have to look at more than one code. Others

Ha ha – look at everyone struggle, look at consumers forced to spend thousands of more dollars, look at Florida’s structures become more susceptible to storm damage causing loss of life and property – isn’t that funny? want it because they think the international code will allow for less expensive construction (more profit for the builder). But, this whole scheme is already backfiring on some (before they even succeed in making it real) causing mad dashes to Florida’s Legislature and/ or Florida Building Commission to try to undo what the International Building Code is hoisting on them. It does not seem that the groups that want Florida to use the International Building Code understand yet that they almost surely cannot have any say about what is in the International Building Code so they will forever be asking Florida to take panicked steps to undo what the International Building Code says. That’s just goofy.

FRSA is one of the groups that understand the need for Florida to have the Florida Building Code. Not only has Florida worked hard to develop, adopt, and update the Florida Building Code for more than ten years, it also has done a good job of creating a good alternative to the one-size-is-supposed-to-fit-all-but-really-best-for-thefolk-in-the-snow-country International Building Code.

We also oppose this wacky law that requires tossing out all Florida specific provisions in the code every three years.

–RFM– Anna Cam Fentriss is an attorney licensed in Florida since 1988 representing clients with legislative and state agency interests. Cam has represented FRSA since 1993, is an Honorary Member of FRSA, recipient of the FRSA President’s Award in 2002 and received the Campanella Award in 2010. She is a member of the Florida Building Commission Special Occupancy Technical Advisory Committee, President of Building A Safer Florida Inc. and past Construction Coalition Chair (1995-1997).

www.floridaroof.com

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The Value of Roof Coatings and Preventive Roof Maintenance Programs

By Ed Leshansky, Director of Marketing, Tropical Roofing Products While a roof may account for only 10 percent of the cost of constructing a building, it is frequently the source of many of the building’s chronic problems and its repair and maintenance expenses. Among the structural, mechanical and protective systems comprising a building, protective systems in general, and roof systems specifically, are subject to the most distress. Unfortunately, a building’s roofing system is often the most neglected asset. Out of sight, out of mind.

Let’s take a look at the roof coatings categories used in the repair, restoration and maintenance of roof systems and their value in a long-term roof maintenance program. There are a variety of effective roof coatings available to the commercial roofing contractor for most low-slope roofing systems and the number of coating options for BUR, Mod-Bit, Single-Ply, Metal, Concrete and SPF are increasing with the continual manufacturing research and development efforts seeking improvements. Some coatings are integral to the original or re-roof system. Others are used to maintain specific roof systems, usually as part of a coating manufacturer’s system warranty specifications. Essentially, there is not a “one-size-fits-all” solution. Roof coatings can generally

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be grouped into three categories; functional coatings, reflective coatings, and maintenance system coatings.

Functional coatings, such as those with fibered solvent-based asphalt and asphalt emulsions, can seal minor imperfections in the underlying roof membrane and provide protection from the elements.

Ed Leshansky Reflective “cool roof” coatings protect and extend the life of the roof system by reflecting solar ultraviolet radiation before it can be absorbed into the roof as heat. Depending on a number of factors, including the local and regional climate and building design, reflective coatings will reduce building energy consumption and costs for the building owner and keep its occupants more comfortable.

Maintenance systems are professionally applied combinations of coatings and reinforcement fabrics creating a secondary waterproofing membrane attached to the first one.

Often involving a reflective roof coating, they can significantly extend the useful life of the existing roof system and often provide long-term, renewable warranties from reputable manufacturers.

No coating, even those as part of a maintenance system, can repair a failed roof. But, by implementing a proactive, routine maintenance program that includes the proper use of the specified coatings, building owners can extend the life of the new or existing roof membrane at a much lower life-cycle cost compared to the unfortunate but common approach of neglect, repair and re-roof.

“Functionally, the roof is the most vital component of a building’s structural make-up and yet it is arguably the most overlooked and neglected part of the structure. With rare exceptions, building owners invest routinely and without hesitation to maintain, clean,

update, and care for the interior contents, landscaping, and other visible assets to protect their value and aesthetics. Routinely scheduled maintenance of HVAC, fire protection, security alarm, and other vital systems that protect and provide value and functionality to the building are given scheduled care,” explained Mike Ferraro, Vice President and COO of Tropical Roofing Products.

“With rare exception, the aforementioned systems that receive this scheduled care are part of a well-developed maintenance program driven by the professional who installed the items.”

In fact, most manufacturers’ warranties require a planned roof maintenance program for the warranty to remain valid. Research has shown that as much as nearly 30 percent of roof leaks are caused by HVAC systems, and 25 percent caused by skylights and louvers. Less than one percent of roof failure is caused by defective roofing materials, leaving improper installation, severe weather, and lack of maintenance to blame.

And it’s not only the roof deck and insulation that will be damaged and destroyed when a roof fails and leaks occur. When you factor in interior ceiling tile, walls, floors, fixtures, furnishings, electrical systems, finished goods, and inventory, the financial impact can be enormous. Add in the hidden costs of potential lost revenue and income, lawsuits, slip and fall accidents, mold problems and employee productivity impact and it’s obvious why a roof maintenance program is so very important and offers real value.

As such, the National Roofing Contractors Association advocates the best way for a building owner to obtain satisfactory roof system performance is to implement a long-term maintenance agreement with a professional roofing contractor. There are four primary benefits of a formal roof maintenance program; protecting and extending the useful life of the existing roof, allowing for budgeting and scheduling of needed repairs, avoiding interruptions to normal business activity, and ultimately that it is simply a less expensive option than re-roofing.

“Roof maintenance is one of the key components to any coating or restoration system to ensure proper longterm performance and warranty compliance and all too often, it is the one thing that goes unnoticed,” according to Keith Borden, National Sales Director for Tropical Roofing Products. “Aside from the obvious performance aspects, the business advantages of a maintenance program will maximize profitability and promote long standing partnerships with your current customer base.

It’s a ‘win-win’ for your clients and your business.”

If your contracting business does not offer a formal roof maintenance program, having one could help you successfully grow your business revenue. The maintenance add-on cost to the coating repair or restoration job have higher profit margins and will help your bottom line. Additionally, going back on your customer’s roof once or twice per year will keep out your competition and strengthen your customer relationships. This

TRENT COTNEY

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can also ensure the opportunity to eventually re-roof the existing building and help land other new projects, as well.

Developing, building and managing strong relationships will help you build a loyal and committed customer base. This class of customer is less sensitive to price and is typically willing to pay more for your services. Price is less important in their purchase decision. More so, loyal, committed customers will be a good source of leads through their recommendations of your services to their business connections.

If you don’t offer a maintenance program and are now convinced it is good for your business, establish a plan. To get started, prepare an overview of what you envision, including key milestones and financial goals.

Consider your best customer prospects to target and how you plan to communicate and promote this new service offered at of your contracting business. And be prepared to make the investment, of both time and finances, to make it a success. The most successful roof maintenance programs have a dedicated team performing only maintenance work.

Once you follow through on your commitment, it’s time to market your maintenance services to prospective clients. Remember, most building owners wisely purchase a comprehensive manufacturer’s system warranty

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to ensure protection against failures. However, a guarantee is only in force if regular roof maintenance is performed and recorded properly. If the property owner doesn’t follow the warranty terms of roof maintenance, they are not likely to be covered for the damages and cost of further repairs.

Roof maintenance coatings come in a variety of materials but everyone affected by a long-term maintenance program will gain the same benefit: saving money!

–RFM– Tropical Roofing Products is a trusted American manufacturer of quality roof coatings and adhesives serving the professional contractor trade with innovative products used in the repair, restoration, and maintenance of roofing systems. For more information, visit www. tropicalroofingproducts.com or call 800-432-2855.

Edward Leshansky is the National Marketing Director for Tropical Roofing Products, based in their Hallandale corporate headquarters. Ed has over 25 years of experience leading the branding and marketing efforts for a variety of manufacturers in B2B and B2C product categories, including those to the building and architectural trade. He is a graduate of The Pennsylvania State University.

Trent Cotney ◆ FRSA Legal Counsel

Cross-Default Clauses Many roofers that act as subcontractors on projects often receive one-sided contracts from prime contractors. These contracts contain a variety of general contractor-friendly provisions including pay-whenpaid clauses, notice and disclaimer provisions, and wide-ranging indemnification and duty-to-defend clauses, among other things.

For roofing contractors that are performing multiple jobs for the same prime contractor, one provision in particular is worth noting. This provision is commonly referred to as the cross-default clause. The standard cross-default clause says as follows: For a breach of this Agreement and any Purchase Order by the Subcontractor as a result of default, bankruptcy or a claim by a creditor of the Subcontractor against the Contractor or its surety, or notice of levy involving delinquent taxes, the Contractor shall have the right to withhold payments due to Subcontractor pursuant to this Agreement or any other agreement between the Contractor and the Subcontractor (including the payments due under different Notices to Proceed) and apply same to secure performance of this Agreement and any Purchase Order without prejudice to all other rights and remedies that the Contractor may have against the Subcontractor or its surety.

In layman’s terms, this provision allows the general contractor to withhold sums owed to the roofing subcontractor on Job “A” because of an issue or default on Job “B.” This provision can be problematic on jobs where the roofer is under a master agreement to do new roof construction on a subdivision development, or has multiple repair or maintenance agreements with the same contractor.

Negotiating upstream contracts can be difficult.

However, a thorough review of the contract will not only educate the roofer as to its limits and liabilities under the contract, but also allow him to potentially seek to remove or limit more onerous provisions depending on its ability to negotiate with the contractor.

In attempting to limit cross-default clauses, ideally, the roofing contractor can strike the provision altogether. However, most prime contractors refuse this type of deletion. Instead, the roofing contractor can suggest that the cross-default clause be limited to where an

actual claim exists in the form of a judgment, claim of lien or other identifiable claim, rather than the potential of a claim.

Therefore, in order for the contractor to withhold funds on Job “A,” the roofing subcontractor would have to be liable under a judgment, claim of lien or other identifiable claim on Job “B,” rather than the mere potential or threat of a claim. This change provides some assistance to the roofing subcontractor where he is working on multiple jobs with the same prime. Although all contract wording is different, language can be included in the cross-default clause which states: “Despite anything to the contrary in any Contract Document, this cross-default clause shall be limited to readily identifiable and quantifiable judgments, recorded claims of lien or notices of nonpayment served on Contractor.”

As always, it is important to thoroughly review any contract that a roofing contractor executes. Even if the roofer does not intend to modify the contract, it is imperative that the project manager, superintendent, or crew leader is aware of notice provisions so that roofers can preserve any claims for increased costs or time on a project, including delays caused by weather or other trades.

–RFM– For more information, contact the author 813-579-3278 or go to www.trentcotney.com.

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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.

Trent Cotney is Florida Bar Certified in Construction Law, General Counsel and a director of the Florida Roofing & Sheet Metal Contractors Association (FRSA), a director of the West Coast Roofing Contractors Association (WCRCA), and a member of the National Roofing Contractors Association (NRCA), Associated Builders and Contractors (ABC) and several other FRSA affiliates. For more information, contact the author at 813-579-3278 or go to www.trentcotney.com.

www.floridaroof.com

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Underlayment Conflict

By Mark Zehnal, CPRC, FRSA Director of Technical Services Recently I’ve been asked to comment on an apparent roofing related conflict between several volumes of the new 2014 Florida Building Code collection (FBC). In July of 2012, FRSA submitted hundreds of proposed code modifications in an effort to keep the then-to-be 2013 FBC as similar to the 2010 version as possible with some needed improvements. I’d like to focus on the one issue at this time concerning steep-slope underlayment and/or secondary water barrier for site-built single family residential structures.

The aforementioned conflict is found in section 708.7.2.2(b)(1) of the 2014 Florida Existing Building Code (FEBC). The root of the problem is the ASTM D226 Type I and ASTM D4869 Type II references as underlayment options for roof slopes 4:12 and greater. These references are in conflict with Building and Residential Volume roofing sections concerning underlayment for asphalt shingle and other steep-slope discontinuous-type roofing assemblies.

For now let’s just consider the asphalt shingle sections found in the Building Volume section 1507.2.8.2 and Residential Volume section R905.2.7.2 that have the same language regarding felt underlayment for 4:12 and greater slopes. In each of these sections only ASTM D226 Type II and ASTM D4869 Type IV are specified. The ASTM D226 Type I and ASTM D4869 Type II found as an option in

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the FEBC section 708.7.2.2(b)(1) are not listed as options in either the FBC or FRC. Some feel this is going to cause considerable conflict because local building departments may interpret the code differently.

The FBC Chapter 15 and FRC Chapter 9 are primarily thought to be used in new construction, however, as we know from section 708.1 of the FEBC, it must also be complied with when recovering and reroofing occurs.

There are a few other important components needed to solve building code mysteries. First, the building code is a minimum, meaning it’s the least that can be done for code compliance by law. Second, as part of the building envelope the roofing systems must have a current product approval. The product approval contains a breakdown of the tested system, including systematic installation instructions to achieve the maximum design pressure listed for the system. In most cases, the product approval refers back to the specific code sections for installation.

What we find in FEBC section 708.7.2.2(b)(1) for roof slopes that require one layer of underlayment isn’t only about identifying underlayment types but is more importantly identifying the attachment method for the underlayment used as a secondary water barrier of sitebuilt single family residential structures.

Since this is a residential only issue, section 708.1 of the FEBC redirects back to FRC Chapter 9 section 905.2.7(1) where the more restrictive (see below [A] 102.1) of the two underlayment sections in conflict would be found, eliminating ASTM D226 Type I and ASTM D4869 Type II as options as a secondary water barrier for site-built single family residential structures for roof slopes 4:12 and greater.

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2014 FEBC REROOFING 708.1 General. Materials and methods of application used for recovering or replacing an existing roof covering shall comply with the requirements of Chapter 15 of the Florida Building Code, Building or Chapter 9 of the Florida Building Code, Residential. Roof repairs to existing roofs and roof coverings shall comply with the provisions of this code.

708.7.2.2(b)(1) For roof slopes that require one layer of underlayment, a layer of approved asphalt impregnated ASTM D 226 Type

I or Type II, ASTM D 4869, Type II or Type IV underlayment or approved synthetic underlayment shall be installed. The felt is to be fastened with 1-inch (25 mm) round plastic cap, metal cap nails or nails and tin-tabs attached to a nailable deck with two staggered rows in the field of the sheet with a maximum fastener spacing of 12-inches (305 mm) o.c. and one row at the overlaps fastened 6-inches (152 mm) o.c. Synthetic underlayment shall be fastened in accordance with this section and the manufacturer’s recommendations.

shall be applied shingle fashion, parallel to and starting from the eave and lapped 2 inches (51 mm), fastened with 1-inch (25 mm) round plastic cap, metal cap nails or nails and tin-tabs attached to a nailable deck with two staggered rows in the field of the sheet with a maximum fastener spacing of 12 inches (305 mm) on center, and one row at the overlaps fastened 6 inches (152 mm) on center.

Synthetic underlayment shall be fastened in accordance with this section and the manufacturer’s recommendations. End laps shall be offset by 6 feet (1829 mm).

2014 FRC Underlayment application R905.2.7.2 For roof slopes of four units vertical in 12 units horizontal (33-percent slope) or greater. Underlayment shall comply with ASTM D 226, Type II or ASTM D 4869, Type IV or ASTM D 6757 and shall be one layer applied in the following manner. Underlayment shall be applied shingle fashion, parallel to and starting from the eave and lapped 2 inches (51 mm), fastened with 1-inch (25 mm) round plastic cap, metal cap nails or nails and tin-tabs attached to a nailable P R E M I E R B U T Y L S E A L A N T TA P E S deck with two staggered rows in the field of the sheet with a maximum fastener spacing of 12 inches (305 mm) o.c., and one row at the overlaps fastened 6 inches (152 mm) o.c. Synthetic underlayment shall be fastened in accordance with this section and the manufacturer’s recommendations End laps shall be offset by 6 feet (1829 mm).

–RFM–

R A I N ’ S WO R ST

ENEMY

2014 FBC APPLICABILITY [A] 102.1 General. Where there is a conflict between a general requirement and a specific requirement, the specific requirement shall be applicable. Where, in any specific case, different sections of this code specify different materials, methods of construction or other requirements, the most restrictive shall govern.

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13

Is This Any Way to Run a Company?

By Lee Rust, Florida Corporate Finance I have long felt that all communications and, in particular, business communications should be both clear and concise. In that regard, we should not let either our written or spoken word degenerate into a form of cliche laden jargon. That’s relatively easy to do, just eliminate all cute little phrases and instead say what you mean.

Here then is a list of words you should strike from your vocabulary: bottom line / best-of-breed (unless you are talking about a dog show) / mission critical / center of excellence / the BIG picture / keep your eye on the ball / win-win / big time (as in “moving up to the big time”) / pushing the envelope / thinking outside the box / best practices / the powers that be / closing the loop / Big Brother (unless you are talking about the book “1984”) / functionality (reminds me of the “tornadic activity” the TV newscasters mention) / any work ending in “-wise” such as profitwise, saleswise, marketwise / next level as in “taking it to the next level” / give (you, me, them) a heads-up / at the end of the day (unless, of course, it is the end of the day) / and executive as in “executive summary” (What, the summary isn’t for other people? Executives don’t have time to read the whole document?).

I have noticed that all apartment buildings, even those built with the cheapest materials in the worst section of town, have a sign in front saying “Luxury Apartments.” That is the only way apartments come. In a similar fashion, all financial projections are labeled “conservative.” It is rare that I see such projections without the word “conservative” attached somewhere.

Most frequently, however, they aren’t conservative; they are wildly optimistic.

In the Enron 2000 Annual Report, it said, “We have robust networks of strategic assets...which give us greater flexibility and speed to reliably deliver

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ROOFING Florida

July 2015

widespread logistical solutions.” Huh? In 2001, Enron filed for bankruptcy. They obviously didn’t feel that they could tell the truth in their 2000 Annual Report, so instead they used lots of words to say nothing.

Gillette states their corporate goal is to “build total brand value by innovating to deliver consumer value and customer leaderships faster, better and more completely than our competition.” What does that either say or mean? I think they want to use product innovation to sell more stuff and take market share from their competitors. If that’s the case, why don’t they just say it in language we can all understand?

Years ago, my wife had an English professor who started each year with a challenge to her class. “I’ll give $100,” she said, “to any student who can tell me of one instance where the word “use” can’t be substituted for “utilize.” She never paid. Why be pretentious; use the simple, well understood word “use.”

I have a sign on my desk that reads “Eschew Obfuscation.” That means avoid the use of words that are obscure or unclear. We would all do well to remember that. When we talk, explain complex concepts to others, and try to make ourselves understood by the hundreds of people with whom we communicate each week, we should use simple, clear language. In that regard, you might have noticed that all of my newsletters end with the phrase, I know you believe you understood what you think I said, but I’m not sure you realize that what you heard is not what I meant.

–RFM– Lee Rust, Florida Corporate Finance, (407) 841-5676, deals with mergers and acquisitions, corporate sales and strategic planning, financing and operation audits.

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Roofing and Social Media

By Heidi J. Ellsworth, Executive Vice President Marketing, EagleView Technologies

Marketing for roofing contractors is somesaying on the company Facebook page. what of a mystery to many professionals Creating a safe space for discussion, in the industry. How does a contractor put referrals, recommendations and basic catogether a marketing program, how do maraderie is essential in this medium. they budget for it and what really works?

But pictures of new roofs and happy Like anything, it comes down to creathomeowners will only go so far on gening processes and programs that work erating return visits, likes and shares. for each individual company. The ability Creating events that engage the audience to customize a marketing program is key is what really starts to utilize the potential to finding the best return on investment. of the Facebook world. One organization Through this column, I am happy to share for residential contractors to consider that ideas from across the country. Some will offers a unique and altruistic approach work in your program and some will not. to using social media is No Roof Left The important step is to continue learning Behind (NRLB). This organization was about tried-and-true marketing concepts started by Jay and Dena Elie of Ridgecon along with an understanding of the new- Heidi Ellsworth Construction with the vision that by workest trends. ing to provide help to those in need they Let’s begin with one of the hottest marketing tools would be able to help their business too. today: social media. So what is the big deal about so“It is really about everyone winning,” stated Jay cial media anyway? As roofing professionals, many Elie, president of No Roof Left Behind. “We wanted to contractors look at Facebook, Linked In and Google+ as understand social media but we also wanted to help our something from another planet. But contractors are find- community. Living in Detroit there is a lot of need. We ing that going forward social media will be one of the most were able to combine the two and have seen extreme important tools in their marketing program. success.”

Upfront, don’t try to conquer all social media at once.

Now, NRLB has been sharing their success with conThere are some trends that are helping contractors decide tractors across the country teaching them how to leverage where to start. It really depends on your type of business. the promotional value while also helping their local comFor residential contractors, Facebook continues to grow munities. And for residential roofing contractors, that is in popularity. It is a great referral tool, letting your cus- the true power of social media, creating buzz and interest tomers speak for you. For this month’s column we are in your own community. Facebook continues to drive that going to focus on social media for residential roofing con- success. tractors and in the next months will also talk about the Leading contractors in the west have become membest social media for the commercial side of the business. bers of NRLB including Interstate Roofing out of Portland, In residential roofing, social media efforts require Ore. “We like the community involvement,” stated Shelley a business to consumer (B2C) approach. The trick is to Metzler, president of Interstate Roofing. “Eighty percent make it interesting and sustainable. Contractors need of our leads come from referrals so it has allowed us to to ask themselves why a homeowner would want to fol- give that a boost with encouraging the community to vote low our company on social media. Why would customers for a deserving family to receive a free roof.” want to “Like” our page or even return to find out more inThat is exactly what the program is about. Contractors formation? It starts with you and your team. Every person post a request for stories of deserving people or families who works for a roofing company has a group of friends in who need a new roof. The stories are reviewed with usualthe community. They are involved in schools, churches, ly four stories picked that are then posted on Facebook for non-profit organizations and community activities. At the community to vote on. This creates not only goodwill the end of the day your employees are your voice in the but amazing traffic on social media. The brand awareness community. They need to think of themselves as brand of your company excels. ambassadors for your company.

Another great way to use Facebook is in conjunction Empowering employees to be a part of your social with distribution and manufacturing. Many manufacturmedia program is the first step. They should be the first ers have great Facebook campaigns that can be utilized. ones to like the company Facebook page and “share” it to In the case of EagleView Technologies, aerial imagery is their group of friends. The sales team can use this very ef- shared constantly on social media. Showing aerial imfectively by inviting past, current and potential customers agery of homes that have been re-roofed is a fun way to to find out more and check out what other customers are share the company’s technology expertise. Everyone loves

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15

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to see their home from the air. Of course, be sure with all photos obtained either from homeowners or aerial images, to get permission before posting. Sharing some of the technology that drives your business with Facebook followers, promotes the differentiation of your company and creates interest.

Manufacturers such as GAF are constantly running programs for their contractors on Facebook. Working in conjunction with them, sharing posts or posting current specials shows not only a community connection but differentiates your business to homeowners by sharing the larger view of the industry.

As noted, don’t leap into too many social avenues at first. In all honesty, depending on your business there are several that you may never be involved in. But, one medium that is becoming critical for not only social media success but for website search engine optimization is Google+. It is a social networking site owned and operated by Google, Inc. Google is giving Google+ content a higher ranking than websites that have similar content.

Google+ is indexed immediately for search. So take a few extra minutes and post your content in Google+ also. It will also help to register your business with Google+ Local in addition to other online directories.

As noted, this is a strong tool for Search Engine Optimization, which pulls your name hopefully to page one of the search engine. Basically, when you post in Google+ you have a higher probability of hitting the top of Google searches. Creating strong content is the key.

For ongoing success, contractors need to do a couple key things every day. A great practice is to get your sales team to take pictures with happy customers, with approval of course, and post it. It makes it personal. If the homeowner is willing to let you post to their Facebook you have instant referrals.

Interactive content to spur active responses is key but it is also important to let current and past customers know you are on social media. Be sure to note on your

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website, collateral and correspondence that your company is on Facebook, Google+ or whichever social media you are actively updating. As they “Like” your company, word spreads that, in turn, not only makes the telephone ring but increases your social media presence.

Social media is all about sharing what you already are doing well. Traditional marketing can be very expensive.

Social media offers the opportunity to send a message out to the public in a new way that is currently highly regarded. Social media marketing brings them to you and all it costs is a little time.

Heidi J. Ellsworth, a graduate of University of Portland, has been working in the roofing industry since 1993.

Having held positions with Malarkey Roofing, Carlisle SynTec and EcoStar LLC, Heidi is best known as the founder of the roofing-focused marketing firm, HJE Marketing. After leading marketing initiatives for EagleView Technologies and overseeing the construction sales division of the company, she is now executive vice president of marketing for the new company, EagleView Technology Corporation, formed by the merger of EagleView and Pictometry International Corp.

–RFM– Continued from page 4

handling your card, preventing a surreptitious swipe of your card through a card copying machine.

A version of this hack was used to steal 70 million card numbers from Target customers last year.

With Chip and PIN, the number on the card alone is useless – you need the PIN number, which can be changed at any time. Second, the chip replaces the magnetic stripe which is easily copied and therefore vulnerable to hackers.

When this technology was introduced in France in 1992, fraud losses dropped by 50 percent and counterfeiting fell by 78 percent in the first year. The same kind of result is expected in the United States.

As a card holder there is nothing you need to do to accommodate the change. Your card issuer, typically a bank, will be sending you a replacement card featuring the new technology with no action required on your part. The new cards will be easy to recognize by the square chip on the face of the card. Some banks have already begun the process of issuing new cards; more will soon. It is not yet clear whether the PIN needed with the new card will be assigned by the card issuer, or selected by the card holder.

The change is not mandated by the credit card companies, but is being strongly encouraged by a shift in potential liability (at the same date the new processing

becomes effective) through a change in the credit card agreement that you, as a card processor, have with the major credit card companies. If, as a merchant you’re still swiping and not using the chip for credit card transactions, you could end up with liability in a fraud situation. Speaking in the Wall Street Journal, Carolyn Balfany of MasterCard said: rd “So, if a merchant is still using the old system, they can still run a transaction with a swipe and a signature. But they will be liable for any fraudulent transactions if the customer has a chip card. And the same goes the other way – if the merchant has the new terminal, but the bank hasn’t issued a chip and PIN card to the customer, the bank would be liable.”

The bottom line for contractors and others who accept credit card payments is that you will want, if you haven’t already, to upgrade your credit card terminals to accept the new chip-based cards. Because of the microchip, a new type of card reader will be required that can read the encrypted data on the ◆◆Largest Regional Expo chip. in the Industry Also, be sure to carefully read all communications ◆◆Continuing Education from MasterCard, VISA, your Seminars credit card processor and POS (point of sale) system provider. ◆◆FREE Welcome Reception Proactively contacting the card for All companies, etc. for information is an even better idea. You will ◆◆Sports Tournaments want, and need to understand all the practical aspects and ◆◆Ladies' and Kids' Programs costs of making the shift in advance of October 1.

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–RFM–

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17

Roof Coatings, Waterproofing and Damproofing – What’s the Difference?

By Dan White, Technical Product Manager, APOC, Inc.

The roof coating’s job is to protect what is already there, not to be a standalone membrane. Note that there is no mention of waterproofing or watertightness in this definition.

Roof coating manufacturers are more specific with their description of the many Dan White jobs a roof coating can have – coating will extend the life of the roof membrane What is a Roof Coating?

The roofing industry defines a roof coating as a fluid by lowering the surface temperature and reflecting UV applied in the field, as a film, to the roof surface, to pro- rays from the sun. Coatings also offer protection from vide the original roof substrate with weather protection. the physical weathering effects like wind scour, rain, Here we are in 2015 and in the world of roof coatings and waterproofing it seems more like the 1880’s – the wild and wooly west.

Some roof coating manufacturers are positioning their systems against single-ply; warranties of membranes and coatings are growing in length with little field history to back them up, and system designs vary widely from manufacturer to manufacturer. In this modern gunfight, it pays to know as much as you can about the products and their definitions so you don’t get ambushed.

Let’s go right to the horse’s mouth for proper definitions and then ride on from there.

Differences Between Roof Coating, Waterproofing and Dampproofing Property Roof Coating Waterproofing Dampproofing MATERIAL

Asphalt, modified asphalt, aluminum, SEBS, acrylic, urethane, silicone

Rubber modified asphalt liquid or S/A sheet, rubber polymer liquid or sheet, plastic sheet, bentonite sheet

Asphalt emulsion, solvent based asphalt coating

PRIMARY USE

Protect existing membrane, reduce surface temp, improve appearance, meet fire code

Stop water passing through concrete foundations and decks

Shed water from vertical cavity walls, retard water passing through concrete

RESISTS HYDROSTATIC PRESSURE

No 5-20 perms (varies with system)

Yes .02-.3 perms (varies with system)

No .5 perms (varies with system)

THICKNESS

10-80 mils depending on spec

40-250 mils depending on spec

10-20 mils depending on spec

CRACK BRIDGING

1/16” if reinforced system

1/16”

No

LOW TEMP FLEX

Varies with spec

Yes

No

TARGET MARKET

Roof restoration and maintenance, new lowslope roofs

New construction foundations, concrete decks

New construction walls and foundations w/o occupied space

18

ROOFING Florida

July 2015

snow and ice lenses. Damage can also be caused by foot traffic and maintenance operations like changing out roof top equipment or window washing. All of these factors combined erode the surface materials and expose the UV sensitive reinforcements to the elements.

Once that top layer, typically only 20 to 30 mils thick in most single plies, is gone, the reinforcement will degrade in a matter of months and the watertightness of the membrane is lost.

Asphalt, plastic and rubber (the key components of modern roof membranes) last longer if kept cooler and protected from direct sunlight.

What is Waterproofing?

The waterproofing industry defines waterproofing as a treatment of a surface or structure to resist the passage of water under hydrostatic pressure. There is no mention of protecting any membranes because the waterproofing is the membrane. There is no need to lower surface temps because the membrane is underground.

But there is one thing a waterproofing membrane needs to have and that is a low perm value – typically less than 1. It has one job to do – keep water from passing through it for the life of the structure. No owner wants to dig up his foundation every 10 years to rewaterproof it.

One would think that with the high cost of replacement, more emphasis would be placed on quality in waterproofing systems. Even in waterproofing, old proven products like liquid applied hot rubber and 60 mil self-adhered sheets are being challenged by sheet goods which allow horizontal transfer of water and introduce laps and seams into the design. There is a wide range of quality in available liquid applied systems, but even in these they have one job – to keep water out of the structure.

The waterproofing substrate is almost always structural concrete, making system design much easier than the typical roofing project with hundreds of possible decks, insulations, cover boards and existing roof membranes.

What is Damproofing?

The waterproofing industry defines dampproofing as treatment of a surface or structure to resist the passage of water in the absence of hydrostatic pressure.

Once again, there is no mention of protecting an existing membrane or reducing surface temperatures like a roof coating. Dampproofing is designed to shed water, typically in a vertical wall cavity. The job of dampproofing is changing with the increasing demand to also act as an air and/or vapor barrier. As such, new exotic sheets and liquid membranes have been introduced to the wall market.

To summarize, roof coatings protect, waterproofing stops water under pressure and damproofing sheds water off a vertical surface. These are three very different product categories with three critical jobs to

perform in the building envelope. Check with your local building authority to keep up evolving standards.

Can a roof coating be a roof membrane?

Yes, if it has adequate reinforcement and meets fire code and system wind uplift for the structure being considered.

I remember the first liquid applied roof system I installed back in the 1980s. It was an acrylic coating, reinforced with polyester tape and was installed over a new plywood deck. I clearly recall that system because it failed in six months.

Since then, many liquid applied systems have been introduced and failed due to lack of adequate reinforcement and too little coating being applied. Some of these failed systems have UL and FM system approvals but that does not by itself guarantee a ten or twenty year service life.

Single Ply Recover or Roof Restoration – Which is a Better Choice?

Other liquid applied systems fail because they chase poor design such as roof recovers. Roof recovers are challenging to maintain and keep watertight no matter what membrane is selected. Multiple roof membrane layers are allowed by code in most regions but that doesn’t qualify a recover as the smart choice.

A roof restoration (repairs and coating) fully adhered to an original membrane has the advantage of being repairable because damage can be easy to locate.

Consider this approach on your next project. Offer three options to owners with existing low slope roofs – a repair only option, a roof restoration if the existing membrane is in good condition and, a complete tear off and replacement with a system that is proven in your region. Forget the recovers and a lot of your headaches will disappear.

–RFM– Dan White, APOC Technical Product Manager.

Over the course of his 35 year roofing career, Dan White has worked in contracting, consulting and as a manufacturers rep. As former chairperson for the Roof Coatings Manufacturers Association (RCMA) Technical Affairs Committee, he served as the liaison between the RCMA and the National Roofing Contractors Association (NRCA) to revise the NRCA coating manual. He holds two patents. Prior to joining the roofing industry, he was involved in design-build of "super-insulated" and earth sheltered buildings.

Dan celebrated his ten year anniversary with APOC in February. www.gardner-gibson.com www.apoc.com www.suncoatings.com

www.floridaroof.com

19

He’s an Independent Contractor…

No, He’s an Employee

By Sandy Seay, Seay Management Tales from O’Seay’s Fables...

Brenden had been working for McMillan Enterprises for several years as an independent contractor. He was quite happy with the arrangement because the company simply wrote him a check each month and didn’t withhold any taxes or anything, and he was responsible for paying taxes on his own. The company was quite happy, also, because they didn’t have to worry about withholding or matching Social Security or benefits or Workers’ Compensation or Unemployment Compensation. Trouble is, after a while, Brenden quit paying his taxes. Trouble gained speed when the company went through a down period and told Brenden they didn’t need him anymore. Trouble went on a little further when Brenden tried to apply for Unemployment Compensation and was told he was not eligible. That’s when Brenden got mad and decided to challenge the company. “I was not an independent contractor,” Brenden grumbled, “I was an employee! You owe me back wages and benefits and I should receive unemployment! Taxes? What taxes? I don’t have any money to pay taxes!” Soon, the taxman cometh. To the company. To collect Brenden’s unpaid taxes.

Let’s examine the status of independent contractors versus employees. In HR language, this classification is usually called an “independent contractor.” In tax language, it’s sometimes referred to as a “1099 person” and some refer to these people as “contract employees.” The question is, “Is the person an independent contractor? Or an employee?”

Key Management Principle – Most persons in this category do not qualify for independent contractor status. Most are employees.

Qualifying for independent contractor status is specific and difficult.

The presumption of the investigating authorities is that the individual are employees and the company has the burden of proving that they qualify as independent contractors. The issue is that some employers have people who work for them, whom they would rather classify as independent contractors, rather than employees, in order to avoid payroll taxes, overtime costs, employee benefits costs and insurance costs, primarily Workers’ Compensation and Unemployment Compensation.

In addition, since independent contractors are not employees, they are not subject to the employment regulations, like EEOC and the wage and hour requirements of minimum wages, timekeeping and overtime.

On the one hand, this question is difficult, because there 20

ROOFING Florida

July 2015

are two sets of standards, those of the Department of Labor and those of the Internal Revenue Service.

Both sets of standards say that no single standard is controlling but that the decision rests with the entirety of the circumstances. However, even though there are two sets of standards and it boils down to about the same thing because about five standards seem to percolate to the top and, within those five standards, one of them is the most important. If you read both sets of standards, they are remarkably similar.

The dangers in classifying someone as an independent contractor, when the person should really be classified as an employee are: ♦♦From the Department of Labor, the person could be due unpaid wages in terms of overtime or other payments. ♦♦From a tax standpoint, the company could be subject to (a) any taxes the person has not paid and (b) the company’s matching Social Security payments.

From an EEOC standpoint, the person may be able to file a claim of discrimination or unfair dismissal.

What Are the Qualifications for Independent Contractor Status?

There are a number of qualifications that a person must meet to be considered as an independent contractor, but here are the ones that seem to be most resonant: ♦♦The person must hold himself out as an independent contractor. Usually, this means business cards, a website, a clear understanding that this is an independent contractor. ♦♦He or she must work for more than one company. This is the standard that, in our judgment, is most important. If a person works for only one company, he or she is almost surely not an independent contractor. ♦♦For the most part, the person must furnish his or her own working equipment. The company can provide a working space, such as an office, but the person should not have company business cards or send out correspondence on company stationery. ♦♦The person must work largely unsupervised and must set his or her own schedule. In other words, the person must have a substantial “degree of control” over his or her working situation.

♦♦The person must have a substantial opportunity for profit and loss. Look at whether the person has to make an investment in the project in terms of equipment or capital, whether he or she can make or lose money by meeting certain deadlines, etc. ♦♦Determine that the person largely and significantly meets these standards, say that the “employee/employer” relationship does not exist and the person may be classified as an independent contractor. If the decision is close, this probably means that the person does not meet the independent contractor standard.

as an FRSA member, and ask to speak to Resident Consultant Alexandria LaRocca. If you prefer, you contact Alexandria at alexandria@seay.us.

–RFM–

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How to Document an Independent Contractor?

Since the burden of proof rests with management, you should have each independent contractor sign a letter stating that he or she understands the independent contractor status and all that this entails. In addition, it’s helpful to have a contract that both parties sign, that includes the conditions of the engagement, such as under what circumstances the engagement can be terminated. This contract should be drafted by an attorney.

Having employees misclassified as independent contractors can create a significant exposure for a company. Consider these four important guidelines: ♦♦Workers are presumed to be employees unless management can prove otherwise.

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If You Can Climb A Rooftop, You Can Master Networking and Industry Involvement

By Paul Nutcher, CSI CDT, Editor, ROOFING FLORIDA Joe Roofer gathered up some courage to walk into a gathering of people who are there to network. Joe had just started working at a roofing business. His boss was a long-time FRSA member and he had told him to go check it out. So Joe figured why not give it 30 minutes. He would drive past the event going home anyway. Plus, an old friend from high school had just posted “attending” on the Facebook event page. Joe stuffed a stack of business cards in his pocket and drove to the event.

He walked around the room for the first five minutes and realized that he did not know anyone. Great. Sure, he cracked a joke about the hors d’oeuvres being fancy. There was a chuckle out of the guy ahead of him but the guy never turned around to talk to him. This was starting to get awkward. Where was that old friend? But there was hope yet.

It was a Wednesday and before the event on Monday Joe had checked out the FRSA website and Facebook page to see what the group was all about. He thought he recognized the FRSA staff member who posts stuff to the Facebook page so he said, “I liked that post about hail damage the other day. I mean literally ‘Liked it.’” The staff member smiled and was appreciative of his compliment and they started talking.

During the conversation, Joe told her he’s never been to an FRSA event before so he asked for an introduction.

Now he was “cooking with gas!” Joe had only been at the event for five minutes and he had executed several networking “dos,” according to experts in the field.

The FRSA staff person found out Joe is working with a residential roofing firm and he knows something about coastal shingle installations so she walked him over to “Mr. Big Shot” FRSA committee chair who has been volunteering his time to that exact topic for years. While Joe knows something about it being from a HVHZ area, he realized that Mr. Big knows a lot more and he could learn something new hanging around him. They got talking and Joe being a bit of a “yes-man,” agreed to listen in on the committee’s next conference call. Who knows, maybe he will join the committee officially.

The topic shifted. Joe noticed the famous golf course logo on the man’s shirt and was itching to tell him he had caddied there one summer, but instead asked him about playing the course and listened intently to Mr. Big’s complaints about the price of the greens fees and the poor condition of the golf cart seat. Eventually, Joe did get the chance to share his story of caddying. Then there was a bit of silence in their conversation. Mr. Big got a tap on the shoulder. It was a shingle manufacturer rep, “Mr. Sales,” who just might have a new product that could save Joe’s boss a ton of money (don’t they always) and now Joe has made three new industry contacts.

22

ROOFING Florida

July 2015

Time has flown and he’s been there 28 minutes without realizing it. Does he stay or does he go? He leaves. He figured if he met too many people he’ll never be able to keep up with all the new contacts, plus they seemed like quality people anyway. At this point, he might actually remember their names and not lose their business cards. But fate would deal him another twist.

As he was leaving, he bumped into that long ago acquaintance who had “Liked” the event on Facebook. They had been in the same accounting class in high school. It turned out, they had both started out as roofers but Joe’s buddy was now a roofing consultant for a multi-family developer. He was a huge fan of the FRSA’s training center for the courses on the new building codes. Wow! Joe got to reconnect with a guy he had not seen in years, he had found out about another benefit of FRSA membership, and the conversation ended with the possibility of doing some business together. Call it a night already!

Joe was walking much lighter toward his car as he left – this time for good – and he had gained a new resolve to attend more FRSA events. Joe was the kind of guy to be cautiously optimistic about new experiences and his first event might have served up some beginner's luck to him; so he made up his mind he was going to get more experience at this networking thing.

FRSA industry involvement can earn you new business and career opportunities; make you a more educated and valuable employee; and valuable relationships can be formed along the hors d’oeuvres lines and on committee conference calls. But, newcomers to the networking scene often leave out the necessary path to success at industry events. They say extroverts are more successful at business but that doesn’t have to be true if you take baby steps toward making connections. Our imaginary Joe Roofer made all the right moves. While there are so many self-help gurus out there with books on networking, let’s just recap seven of Joe’s all-star rookie moves to see why he was so successful: 1. Research the Event Before You Go. Some of the right moves happen before you physically arrive. You need to have a networking strategy. Start by researching the group and the event you are going to attend.

Joe checked out some Internet resources but the phone works too and even talking to another experienced networker at the office can help steer you toward success. Your best networking go-to guru could be sitting at the desk right next to you.

2. Reconnect with Old Acquaintances.

There are studies showing that reconnecting with old friends can be more effective than trying to meet new people. Joe found this to be true and social media networks can

be a gold mine for this type of research. But don’t go hog wild on Facebook or LinkedIn because in-person meetings are much more effective. Business is conducted between people who know each other and you have to show up in person to close on business deals. Social media has its place but every business tool has its limitations. Know when to look up from the Facebook app on your smart phone, shake hands and ask your new contact to a round of golf.

Be careful not to attend functions with your established friends, because this can lead to you and your friend talking the night away and you can lose valuable networking opportunities.

3. Set a Time Limit.

With a time limit, you force yourself to be more efficient and you can focus on developing quality contacts. Joe did this too. We all know a lot of people and every new person you meet also has a network of people. Someday you might tap into their network. That’s why quality contacts count.

4. Ask for introductions.

Joe asked for an introduction. This is one of the keys to overcoming the awkwardness that can sometimes seem paralyzing to a beginner or young professional. Unless it’s a speed dating event, someone will know someone who you really want to meet.

5. Be a good listener.

Make sure you stick to genuine conversations designed to get to know someone rather than being the hard sell guy

– whether you are selling your personal brand (new word for: yourself) or a roofing product. Rather than always being in sell mode, helpful advice is more graciously received and keeps you in their mind.

6. Practice Your Networking Skills.

Simply attending more events will not do. Hone your strategy. Joe met three people on his first event. Set a target of five for each event. Write the date, event and other useful information on the business cards you collect. Memorize that elevator speech or personal brand statement that explains what you do in less than 30 seconds. You won’t become an authorized installer overnight, nor can you expect to be an expert in networking without practice.

7. Follow up.

Keep those “touches” with your contacts frequent enough that they will remember you when they need something you offer. For example, send them those helpful articles or a birthday wish. And whatever you do, don’t say you will follow up with people and then go silent. Joe committed to a committee so he better follow up on his commitment or he’s wasting everyone’s time.

Today, there are a myriad of smart ways to get started in industry involvement. Nothing can be more rewarding than realizing your interactions with your peers have resulted in a positive change for the roofing industry. In order for networking to be your next, big success story, it takes baby steps to get there – even in the boots of a roofer.

–RFM–

www.floridaroof.com

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