ROOFING FLORIDA – September 2014

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

Do Eighty Percent of Florida’s Portable Roll Formers Operate Without Quality Assurance?

FRSA Year in Review Metal Roofing Tools for Success Fighting for Workers’ Comp Employee Protection Common Problems with Construction Liens Basics of Social Media and Lead Generation

September 2014

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Metal Roofing Tools for Success

6 8 12

FRSA Year in Review

Fighting for Workers’ Comp Employee Protection

Do Eighty Percent of Florida’s Portable Roll Formers Operate Without Quality Assurance?

10

Common Problems with Construction Liens

18

Basics of Social Media and Lead Generation

Now Available Online at www.floridaroof.com/rfm

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

On the iPad

FRSA Executive Director, Lisa Pate, CEM ◆ Editor, John Hellein

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 John Hellein at: john@floridaroof.com (800) 767-3772 ext. 127 RFM, PO Box 4850 Winter Park, FL 32793-4850 View media kit at: www.floridaroof.com/rfm

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.

www.is.gd/iroofing

ROOFING FLORIDA (VOL. 5, NO. 9), September 2014, (ISSN 0191-4618) is published monthly by FRSA, 7071 University Boulevard, Winter Park, FL 32792. Application to mail at periodicals postage is pending at Winter Park, FL and additional offices. POSTMASTER: Please send address corrections (form 3579) to ROOFING FLORIDA, PO Box 4850, Winter Park, FL 32793-4850.

Metal Roofing Tools for Success

By Mark Zehnal, CPRC, FRSA Director of Technical Services Although it’s been around for centuries, metal roofing has become increasingly popular in the State of Florida in the last 20 years. Thinking about metal roofing systems, I looked back on my career to when I was introduced to residential (non-structural) systems. Having been brought up in the tar and gravel age, I was a little intimidated by metal since you couldn’t use the all-purpose remedies – in line with duct-tape and WD40 – of roof cement or

Green with envy

bull to fix any mistakes. This type of roof system had a whole new feel that was intriguing to me. I was impressed with the notion that these systems were clean without the usual mess and cleanup that comes with asphalt type products. The most important thing I learned was that the nature of metal roofing requires that the job, whether new construction or a reroof, must be well planned from the estimate all the way through the installation for the system to function properly.

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Manufacturers often include disclaimers for use of their product within a certain distance of the coast.

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ROOFING Florida

September 2014

9/5/14 1:35 PM

Continued on page 22

Burt Logan ◆ President’s Column

One Team, One Dream A few weeks ago, as I was walking through the FRSA offices in Winter Park, I stopped to look, really look, at the posters that hung on the walls touting previous convention themes. I was amazed by the common theme all of them had – one of teamwork and of strengthening the Association.

I thought back to when I first became active in the industry, starting with participation in my local affiliate, the Central Florida Roofing and Sheet Metal Contractors Association (CFRSA).

I attended local meetings, became more involved and participated on their board and committees, finally serving as the president. At the same time, I decided to become more involved on the state level and volunteered to serve on FRSA committees.

Talk about teamwork. I think I was overwhelmed the first time I sat in a Codes Committee meeting. The level of knowledge and expertise many of the committee members possessed was astounding. There were contractors, suppliers and manufacturers all working together on a new building code for Florida. It was a room full of competitors focusing on what was best for the industry. That was when I realized how much work a small group of people can accomplish through teamwork. Everyone wanted the same result and was willing to work hard, volunteer their time and make the commitment to achieve those goals.

There are many FRSA committees that members can participate on in addition to the Codes Committee. At the local level, there are FRSA Affiliates that work together to solve local issues, provide an opportunity to meet with like-minded professionals and establish relationships with local governmental bodies. There are also committees for planning the Convention and Expo, Membership, Disaster Preparedness and Response, Governmental Affairs, Roof Tile and the Unlicensed Activity Taskforce. For those members under 40 years of age, we have the Young Professionals Council. I encourage you to

participate on any of the committees – contact Lisa Pate at FRSA and let her know the areas that interest you.

Strengthening Your Team They say a team is only as strong as its weakest link and that makes sense to me, but it is also true that as each link becomes stronger so does the whole team. In your business, have you identified your “weak links” and worked to make them stronger? Are you providing education and training for yourself and every link of the team? Doing so will help each team member work more efficiently and with an increased awareness of what he or she contributes to the company’s success.

Being an FRSA member provides your company access to resources to strengthen your team. Whether you have an estimator who needs technical support on a project – or a manufacturer’s rep with a question about Florida’s complex building code – or someone in the office who needs human resources guidance, legal consultation from a construction lawyer, training courses for installers in the field or how to get more involved in an aspect of the industry that affects your business, help is a phone call, an email or a tweet (@FRSA_ROOFING) away. Check page 17 for a listing of FRSA support staff. Not sure where to start? Contact our Executive Director, Lisa Pate. She has served FRSA for more than two decades and is a wealth of useful information.

FRSA Quarterly Business Meetings Finally, FRSA’s Fall Board and Committee meetings are upon us. They are a great way to get more involved in what’s happening in the Florida roofing and sheet metal industries. The meetings, along with our annual PAC golf and skeet tournaments are scheduled for October 2-4 in Lido Beach.

Contact Cheryl Sulock for more information. I hope to see you there.

president@floridaroof.com

www.floridaroof.com

5

The Year in Review 2014 Lisa Pate, CEM, FRSA Executive Director As our year comes to a close on September 30, I reflect back on what has certainly been a whirlwind year for FRSA. Just 12 months ago, FRSA was looking for a new location to call home. We had specific goals in mind and knew that our new facility would have to be centrally located, provide space for staff and Credit Union offices, include a conference room and enough space for a training center. We found the ideal space and began lease negotiations, renovations and build-out plans, which included the addition of restroom facilities, outdoor training space, a ventilated garage area for hands-on training and over 1,100 square feet of classroom space. By the end of February, FRSA relocated to the new facility. In April, we held our first seminar in the training center, which is aptly sponsored by the FRSA Educational and Research Foundation.

Training Center and FRSA Open House Creating a training center had been a long-term goal for FRSA and for the Educational Foundation. In relocating to a new facility, FRSA is now able to hold educational seminars, training sessions and meetings and offers members and nonmembers the opportunity to hold affordable meetings in a central location for a fraction of the cost they pay at hotel and other venues. The training center includes state-of-the-art commercial LCD projectors, two screens for optimal viewing, a sound system, classroom seating for up to 100, outdoor seating for approximately 50 and staff support for food and beverage arrangements.

Mark your calendars for November 8 as we officially launch the training center debut with our Open House celebration sponsored by Southeastern Metals. Enjoy lunch, meet your staff and Executive Committee members and tour the FRSA facilities.

Estimated renovation costs for the training center were included in our budget, but once the project got under way, we knew we had not allocated enough to complete the entire project. In April, the Board of Directors authorized additional funds to complete the project, to come from the

The new training center features a large classroom (pictured) as well as a ventilated “hands-on” demonstration area.

Building Reserve Fund account. As the project progressed, FRSA was able to fund expenses from the Operating account, without having to touch the Reserve Fund, largely thanks to a successful Convention and Expo.

While relocating 32 years worth of material from the FRSA offices, I’ve come across old literature and memorable pictures and slides from our 93-year history. Many of these pictures are displayed in the offices and training center and speak volumes about our rich history. If you have old pictures you would like to share with us, please forward them to me at the FRSA offices. We’d be happy to share them with the membership and industry.

Social Media and Young Professionals In April, FRSA launched a Facebook page, www.facebook.com/flroof and began our experience with social media. Those who follow our page get a glimpse of our colorful past as we post historical pictures on “Throw Back Thursday.” Facebook also proved to be the perfect medium for posting pictures of our 92nd Convention and Expo. In June we launched a Twitter account, @frsaexpo and our first-ever event app for the Convention. The app provided coverage on everything from the schedule, seminar listings, social events, expo hours and exhibitor information. It also gave Convention attendees and exhibitors the opportunity to connect with each other via personal and company profiles. FRSA now has a year-round Twitter handle @FRSA_ROOFING. Who knew social media could be so addicting?!

FRSA leadership realized that the dynamics of communicating with younger members has changed and that in order to better reach the next generation regarding how they can make the most of industry involvement, we needed to embrace those trends. FRSA Past-President Rob Springer, CPRC, began what is now known as the Young Professionals Council, a committee specifically geared for the under-40 crowd. The Council held their first meeting in January and hit the ground running. Coincidentally, their concerns were very similar to those of the older generation: finding future employees and developing leadership, education and charity events. Although basic business methods are the same, new technology and software enhancements expedite the manner in which business is conducted. What used to take hours and even days to do can now be accomplished in a matter of minutes – proposals to customers, website updates, tear-offs and estimating software – changing the face of the roofing industry.

Leading the charge with the Young Professionals Council is our very own under-40 staff person, Cheryl Sulock, CMP, CSEP, the FRSA Director of Convention and Trade Show. If you have an employee that would be interested in joining the Young Professionals Council, please contact Cheryl.

Continued on page 17

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September 2014

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Cam Fentriss ◆ FRSA Legislative Counsel

Fighting for Workers’ Comp Employee Protection It has been 11 years since we won the workers’ comp war by passing Senate Bill 50-A in the workers’ comp special session in 2003. We wanted to accomplish two big things with that legislation: lower rates for roofing and reduce or eliminate fraud stemming mostly from misclassification of payroll and claimant lawyers churning for fees that far exceeded whatever harm they were hired to fix.

We accomplished both and the results were (and still are) fantastic. Rates for all categories, and especially roofing, have come down dramatically, about 60% in eight or nine years.

One group that has been unable to accept the changes is claimant lawyers. This makes sense for two reasons.

First, they lost the war. Second, they suffered a big loss in income because of it.

Over ten plus years, they have not managed to let go of their dream of returning to the days of “we’re in the money” and so have been pushing one lawsuit after another toward the Florida Supreme Court to try to get the 2003 changes in the law thrown out. Right now, they have three cases right where they want them – if they can just get the desired answers from the Court. FRSA and others are fighting hard against that.

Meanwhile, we are in a difficult position because if the Court strikes down the validity of the workers’ comp law, we may have a very hard time convincing our political leaders to make the necesIn talking with sary fixes to keep the system candidates or where it is today. That task legislators, we should could be even more challenging depending on who always be sure to wins the race for governor in make the point that Florida.

Until we have to take the the workers’ comp next step(s), we should resystem exists for the view a few things. benefit of employees In trying to convince legislators to open up the and the predictability workers’ comp law for and protection of changes, claimant lawyers typically argue that, because employers. It does of the 60% decrease in rates, not exist to cover it is time for Florida to give inthe cost of vacation jured workers more benefits.

What they fail to point out is homes for lawyers, that the 60% decrease is not doctors, chiropractors a big windfall for employers, but rather a correction that or others... puts Florida more on average with other states. They have also yet to convince anyone that their true objective is benefits for injured workers when they actually fight for lots of lucrative litigation and attorney fees.

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ROOFING Florida

September 2014

Does more benefits for injured workers mean more money for lawyers who represent employees? No. So why would these attorneys be advocating for more benefits?

They could easily be using that to convince policy makers to open up the law so they can primarily argue for more attorney fees.

If the reform door opens, then we can expect other interest groups to look for changes that will give them a piece of the action. As we have seen with a long list of entities in the medical profession that seem to be guided by greed, it does not matter whether their fees are 400% or 600% higher and they do not feel compelled to provide any evidence that would prove a workers’ comp broken leg or prescription for drugs costs so much more than one under private pay, ordinary health insurance, Medicare, or Medicaid.

In talking with candidates or legislators, we should always be sure to make the point that the workers’ comp system exists for the benefit of employees and the predictability and protection of employers. It does not exist to cover the cost of vacation homes for lawyers, doctors, chiropractors or others, nor does it exist to maximize the profits of corporations providing goods and services in the system. If you look back at the legislative battles we have had, nearly all have involved fighting with everyone but employees.

For many of us this is dejà vu and much of the struggle will be the exact same as last time. This is because nothing has changed about underlying issues: workers’ comp is required by law, employers have to pay but, unlike a government entity, do not have the leverage to control the cost, and those exceptionally greedy providers of goods and services see nothing more than an opportunity to squeeze every last dime out of employers because of it.

We need to be sharpening our claws and swords, loading our guns and cannons, and be ready to come out firing, swinging, and blasting every step of the way!

–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).

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Trent Cotney ◆ FRSA Legal Counsel

Common Problems with Construction Liens you must record a Claim of Lien in the county In the current economic environment, where the work was performed. If you are not it has become increasingly important in privity with the owner, not only must you for roofing contractors and suppliers to record a Claim of Lien no later than 90 days collect any outstanding receivables. If a after the last day of work, but also must serve a contractor or supplier remains unpaid Notice to Owner to anyone upstream including on a job, a Claim of Lien may help to not the contractor, owner, and anyone listed on the only secure the amounts owed but also Notice of Commencement no later than 45 days encourage the party holding the funds to from your first day of work. release payment.

The Notice to Owner and Claim of Lien Although Claims of Lien can be a should be served by certified mail, return repowerful tool to collect unpaid amounts, ceipt requested. Many construction liens are there are a variety of pitfalls under deemed invalid because the lienor failed to Florida law that affect lienors. The purserve the proper Notice to Owner or record the pose of this article is to focus on several of the common problems experienced by contractors and Claim of Lien in the time required by Florida Statutes. suppliers in attempting to perfect and record their Claim Before starting any job, the contractor or supplier should make sure that they calendar the deadlines and follow the of Lien. requirements contained in Florida Statutes.

Timing Issues Any person who seeks to file a Claim of Lien must fol- Incorrect Information on the Claim of Lien low the time requirements contained in Florida Statutes. Many contractors and suppliers fail to put accurate inIf you are in privity with the owner, meaning you have a formation on the Claim of Lien which may result in that direct contract with the owner of the improved real prop- Claim of Lien being deemed invalid. One of the most erty, then no later than 90 days after your last day of work, common mistakes is overstating the Claim of Lien. The Claim of Lien may not include late fees, interest, attorney’s fees, delay damages and profit on work that was not performed. The Claim of Lien may only include dollar amounts for labor, materials and services actually provided on the project.

Furthermore, the correct property description must be contained on the Claim of Lien. The lienors can identify the correct property description by checking the Notice of Commencement and confirming the owner’s address with the permit information and online with the local tax appraiser’s office. It is also important that the lienor use the current Claim of Lien form which contains a warning at the top for the real property owner. Failure to use the proper Claim of Lien form may result in recording an improper lien.

Statute of Limitations for Filing Suit Under Florida law, the lienor has one year from the date that the lien was recorded to file suit for lien foreclosure.

This statute of limitations may be accelerated if the owner files a Notice of Contest which decreases the amount of time to 60 days within which the lienor must file suit. If a lienor fails to file suit within the statute of limitations period, then the lien will be deemed invalid and the lienor will be subject to the owner’s attorney’s fees and costs under Section 713.29, Florida Statutes. You cannot renew or amend your Claim of Lien after 90 days from your last day of work.

Many contractors are also unaware that if they have a contract with the owner that no later than 5 days before 10

ROOFING Florida

September 2014

the contractor files suit for lien foreclosure, the contractor must serve a Contractor’s Final Payment Affidavit on the owner. This is a condition precedent to filing suit. Failure to provide the Contractor’s Final Payment Affidavit may result in the lawsuit being dismissed. Accordingly, a lienor should not wait until the last day to file suit but contact an attorney several weeks in advance so that the Affidavit may be served within the time limits required.

By understanding these common problems, contractors and suppliers may be able to implement procedures, which may help avoid missing lien deadlines or recording improper Claims of Lien. Although a Claim of Lien can never guarantee payment, it does secure the amounts owed to the extent there is equity in the property and may be useful for negotiating with a customer to obtain amounts due.

FRSA Open House November 8 Join us for a cookout lunch and a tour of the new FRSA Training Center. It’s a great time to bring a nonmember contractor and get them involved in FRSA. The open House is scheduled for 10 am to 2 pm, Saturday, November 8 at the FRSA Headquarters Building at 7071 University Blvd, Winter Park, 32792.

Please RSVP at (800) 767-3772 ext. 100. See you there!

–RFM–

Arbitrator, General Counsel and a director of the Florida Roofing Sheet Metal and Air Conditioning Contractors Association (FRSA), a director of the West Coast Roofing Contractors Association (WCRCA) and a member of Associated Builders and Contractors (ABC) and Pinellas County Contractors Association (PCCA). For more information, contact the author at (813) 579-3278 Trent Cotney is Florida Bar Certified in Construction or tcotney@trentcotney.com. Follow Trent Cotney Law, a Florida Supreme Court Certified Circuit Civil and at www.trentcotney.blogspot.com, on YouTube at Appellate Mediator, Qualified Florida Court-Appointed FLConstructionLaw and on twitter @trentcotney.

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.

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11

Do Eighty Percent of Florida’s Portable Roll Formers Operate Without Quality Assurance?

By John Hellein, RFM Editor For metal roof panel manufacturers who play by the rules, the current regime of product approvals and local enforcement puts them at a significant disadvantage. For every panel profile available on the Florida market, tens of thousands of dollars are spent on engineering, testing and quality assurance. However, one quality assurance professional estimates that for every legitimate portable roll former in Florida, there are four operating without proper documentation and without quality assurance. Lack of quality assurance means that metal panels of questionable and unknown quality are finding their way onto the rooftops of Florida’s residents. This is not just about promoting a level playing field in the market, it is about the health, safety and welfare of people like you and me.

Aware of the epidemic, industry professionals have raised the issue of illegitimate portable roll formers at the Florida Building Commission (FBC) in recent years.

If there has been any progress on getting the situation under control, it’s hard to see. An industry declaratory statement on the topic has been submitted and then withdrawn, lots of discussion but little forward progress. To better understand the situation, we’ll look at the latest discussion that occurred in August. Quotes have been edited for readability.

All Agree There’s a Problem At the August Product Approval Program Oversight Committee (POC) meeting, the one thing that everyone acknowledged – from FBC commissioners to staff to government and industry representatives – was that there is a problem. No one asked, “Why are we discussing this?” Or said, “I don’t really see that this issue is a problem that we should spending time on.” However, that is where the agreement appeared to end. While one industry representative after another discussed flaws in the product approval system and pointed to changing the rule as a potential solution, FBC members and staff felt that responsibility lay with manufacturers and local enforcement, who should work within the current product approval system to make improvements. Here’s a look at the comments made in that meeting on both sides of the discussion (you can listen to the entire conversation at www.is.gd/prfdiscussion).

Florida Building Codes and Standards Manager Mo Madani (FBC Staff) introduced the discussion and presented it as the responsibility of the metal panel manufacturers and local enforcement: “The responsibility with regard to the product manufacturing process and making sure that the products, as manufactured, meet the approval 12

ROOFING Florida

September 2014

is the responsibility of the manufacturer, the responsibility of the quality assurance that was selected for the applications and you have another element, which is the enforcement at the local level: the local building official is responsible for the enforcement, making sure that the product, as produced by these machines is based on an approval, whether it’s a state approval or local approval.”

Following Madani, the first public comment was made by Jon Hill, President of FBC-approved quality assurance provider Keystone Certifications. Addressing the issue of the use of portable roll former operation under the status quo, Hill said, “It’s kind of a loophole, I think there are many roll form manufacturers that are slipping through this crack.”

Responding to Hill, Commissioner Jeffrey Stone, the POC Chair, surmised: “And so you have no control over what happens at the job site where they are actually manufacturing the product because you do not know if the material complies with the standard?”

After further discussion, Commissioner Stone suggested, “It appears to be an enforcement issue and not a Program Oversight Committee direct issue.” Hill responded that the issue could be addressed with a rule change, saying, “We could close the loophole with the process if we chose to.”

After Hill spoke, several other industry representatives brought up the need to change the current product approval process. The first was Mark Zehnal, representing FRSA, who, as he has done at previous FBC meetings, brought up the need to define the term “manufacturer”: “I think one of the issues that we have been struggling with this entire time is the definition of a ‘manufacturer’ because they keep throwing that definition around and I think Dr. Stone has hit the nail on the head when he said the ‘manufacturing at the site’. Those people take the raw material and produce the panel definition onsite; that is where it actually becomes the manufacturing process and I think that if we identified it there we would be getting closer to what Mr. Hill was saying: closing that door [on the loophole]… until we clear that issue up, I don’t think that we’re ever going to clear this up. That’s how we dealt with it in South Florida, that manufacturer is responsible for the

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that the problem required a change in the product apFollowing Zehnal, Sal Delfino of Petersen Aluminum proval rule: “I truly agree with all the previous speakers on commented on the problem: this matter. If this is not something that is taken “I don’t know if it’s proper to call it a glitch or up by the POC or the rule we are essentially a gap or a hole in the code [or] in the rule with asking these manufacturers who hold these regards to these machine owner-operators state approvals to fend for themselves when that become manufacturers thinking, in it comes to these approvals... In essence, if their minds, that because the company they nothing is done, I don’t think the problem will go purchased the machine from has gone through away. This is something that the rule is clearly the product approval process, that grants them not guarding against: the misuse that’s been the right to use that machine-maker’s product identified here. Requesting each panel fabricator approval when they, in fact, have become the to register an approval with the State, as has manufacturer. I don’t personally think that the been suggested, will limit the misuse and give rule and the code has given consideration to this the building official an approved road map to matter, unfortunately it has been overlooked all trace quality assurance for the permitted panels these years.” on a job. That has been a critical issue that Delfino continued, saying, “I know Mark [Zehnal] made would allow for these to fall closer in line with reference to Miami-Dade. They have a program to handle the original spirit of the product approval rule: this because ten years ago it became an issue and it was to have each one of those fabricators traceable addressed and it was dealt with.” with quality assurance. In Miami-Dade County, Delfino was followed by Dwight Wilkes, a former we’ve requested each fabricator to obtain building official and product approval coordinator for St. product approval and have managed to control John’s County, who said he agreed with the assessment of this misuse for well over a decade where each Zehnal and Delfino and added: applicant that files for a building permit has their own product approval and the building “The supplier (I think is what we’re talking official can trace it through the required labeling, about) supplies the machine and the material and further, to document and trace anything and he is not the manufacturer, as has been about the quality assurance of that fabricator: stated. The building officials, when they see a materials that they’ve used etc.” product approval number, are not looking to see if that company has a product approval, Perhaps more clearly than any other at the meeting, they’re looking to see that the material has been Gascon’s comments pointed to the need to change the tested, evaluated and meets their wind load product approval rule to give manufacturers and local enrequirements for that designated area. We have forcement officials meaningful tools that will allow them an unbalanced playing field that is penalizing to substantially extend quality assurance and code enpeople that purchase these machines and either forcement to manufacturers who are currently not being pay for their own engineering or pay the supplier regulated. the right to use their engineering and then apply Finally, Terry Capron, a manufacturer from Sunlast for their own product approval number. Like Metal, shared his perspective on some of the unethical Mark said, until we get this hammered out in the practices that commonly occur under the current rule: product approval rule as to who a supplier is and “We operate under all the guidelines required who the manufacturer is I think we are going to by the statutes of the state and Miami-Dade and have this as a continued problem throughout the we are constantly at a disadvantage because State of Florida.” of that in dealing with contractors that either Wilkes continued, saying that he has witnessed examples find people that have a machine and they of installed metal roofing panels that did not meet specipick up some metal somewhere. Quite often, fied requirements: it’s metal that I have rejected as not meeting specifications... I’ve actually had deliveries, “I have dealt with some building officials and rejected a trailer load, and the driver waits and is I’ve gone out to job sites for them, ‘mic-ed’ called back and given another roofing company [measured with a micrometer] the material to take [the metal] to.” that was installed on the roof and it did not actions that go on at that particular job site.”

meet the supplier’s requirements; so they had a noncompliant roof up there.”

Wilkes was followed by Jaime Gascon, PE, the Supervisor of Product Control at the Miami-Dade Department of Regulatory and Economic Resources, who concurred 14

ROOFING Florida

September 2014

Capron then compared the system in place in MiamiDade to the one in the rest of the state: “[In] Miami-Dade, we’re required to stamp or label each of the panels as they come off our machine and we do that. With the state, there’s

no easy verification because that’s not required.”

approval rule; something that would give inspectors in the Certainly, the Miami-Dade model seems worthy of rest of Florida effective enforcement tools. Commissioner consideration as a starting point. It involves three com- Stone acknowledged Miami-Dade’s successful program: ponents that have provided inspectors with the means to “Listening to the discussion, it sounds like trace quality assurance of the materials being installed on Miami-Dade has a process, a local enforcement that jurisdiction’s roofs and so protect its residents while process, that has worked for a decade as Mr. keeping costs manageable. The three components are: Gascon said.”

1. Serial number documentation for each portable roll He apparently felt that a rule change was not the answer, former, saying: 2. Permanent labeling of metal roll material, 3. Associations.

The serial number on the notice of acceptance allows an inspector to quickly verify if the portable roll former in front of him is the one listed in the NOA. Labeling allows him to trace the quality of the metal roll being used to produce the panels. The implementation of associations, though not directly tied to quality assurance, is important because it allows a machine manufacturer to share relatively expensive system testing with individual roll form machine owners. An owner is still required to pay the NOA fee that includes quality assurance but avoids the tens of thousands of dollars typically involved in testing a system.

Despite FBC staff seemingly dismissing the idea of a rule change as unnecessary or too burdensome, it seemed logical, by the end of the public comment, that the POC would consider developing a more effective product

“To me this is more of an informational need to the rest of the state on this problem. How can the Commission or the POC address that?

Is there a declaratory statement needed on a specific permit or job or can we just explain with a letter to code enforcement officials explaining the problem?”

That’s where the discussion on the topic ended at the August Product Approval POC meeting. As of now, there are no plans to consider a change in the product approval rule despite the likelihood, according to industry professionals, that, without such a change, the systematic installation of substandard metal roof panels and the perpetuation of a system that rewards competitors who choose to exploit loopholes will continue unabated.

If you’re not a member of FRSA, maybe it’s time to get involved.

–RFM– Manufacturer and Distributor of Quality Metal Roofing Products Since 1993

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Continued from page 6

In just one short year, Cheryl has transformed many of the services offered to Convention attendees and exhibitors into an electronic version, saving time and money. Look for new services this year that include online registration for the Convention and Expo, an indepth app for navigating meetings and seminars and electronic survey options following each event.

Convention and Expo and Membership are the two large revenue-driven items for the Association. Income from these profit centers enable us to provide member services and benefits and help position FRSA as an industry leader on all playing fields.

Maria Armas, FRSA Director of Member Services, joined our team in April and has been busy recruiting new members, developing new marketing materials and creating video presentations highlighting membership benefits. We’re currently working on updating the website, www.floridaroof.com and adding a section for members that details additional affinity program benefits such as Aflac insurance, discount prescription cards and discounts on Home Advisor.

On a national level, Mark represents FRSA at the International Code Council (ICC) submitting proposed code modifications designed to protect the roofing industry in Florida by preserving Florida-specific code. FRSA is also involved with the Roofing Industry Committee on Weather Issues (RICOWI), the Cool Roof Rating Council (CRRC), the Roof Consultants Institute (RCI) and ASTM International. Mark, with the assistance of a very capable Codes and Regulatory Compliance Committee, has positioned FRSA as a widely respected code authority.

Each year, FRSA attends a hearing in Tallahassee with the Office of Insurance Regulation (OIR) and testifies, asking for stability in the workers’ comp rates.

Those who have been around for a while know, FRSA fought tirelessly over the years to decrease the roofing rate and were successful in lowering the rate from an alltime high of $55.17 to the current rate of $18.62. This year was no different and in addition to asking for stability in the rate, FRSA asked that the OIR consider the other factors that contribute to an increase in workers’ comp expenses such as doctors repackaging drugs, PEOs and unlicensed activity.

ROOFING FLORIDA Magazine continues to focus on industry-specific information and articles and is now accessible in two different electronic formats. RFM has been on the iRoofing iPad app (www.is.gd/iroofing) for the past couple of years and is now available on www.roofingfloridamagazine.com.

Codes and Technical FRSA was very active this year in challenging Declaratory Statements (DEC) submitted to the Construction Industry Licensing Board (CILB) and to date, have received favorable rulings on them. DEC statements are questions or requests, seeking clarification on code related items and sometimes are from other contracting trades seeking permission to work outside the scope of The FRSA staff is here to serve you. Contact us at their license as specified in Florida Statues Chapter 489. (800) 767-3772. Extensions and email addresses are Often times, they are requesting permission to perform listed below: roofing work without having a roofing license. When this ♦♦Mike Reed, CPA, ext. 167 happens, FRSA Legal Counsel Trent Cotney files a petiAccounting tion challenging the DEC statement, providing specific reed@floridaroof.com reasons as outlined in Chapter 489. FRSA must then attend the bimonthly CILB meetings to present our chal♦♦Mark Zehnal, CPRC, ext. 169 lenge. Trent and FRSA Director of Technical Services, Director of Technical Services Mark Zehnal, CPRC attend the meetings and present mark@floridaroof.com facts regarding the scope of the license as allowed by ♦♦John Hellein, ext. 127 Florida Statues. Occasionally FRSA Legislative Counsel Editor, ROOFING FLORIDA Magazine Cam Fentriss and FRSA members assist in the challenge. john@floridaroof.com Between them, FRSA is well represented. ♦♦Cheryl Sulock, CEM, CSEP, ext. 177 With the addition two years ago of Mark Zehnal, Director of Convention and Trade Show CPRC, to staff, FRSA has moved into a very well respected cheryl@floridaroof.com position in the codes arena. In Florida, Mark sits on the Florida Building Commission (FBC) Roofing Technical ♦♦Maria Armas, ext. 142 Advisory Committee (TAC) and monitors proposed Member Services code changes that affect our industry. Just last month, maria@floridaroof.com Mark successfully petitioned the Commission regarding ♦♦Janette Irizarry, ext. 100 the need for state-funded research on sealed attic sysOffice Manager tem failures and on fastener corrosion. FRSA brought janette@floridaroof.com Manfred Kehrer from the Department of Energy’s Oak Ridge National Laboratories in for the meeting to speak ♦♦Lisa Pate, CEM, ext. 157 about their research on sealed attic system failures. The Executive Director FBC agreed that research needed to be conducted on lisapate@floridaroof.com both projects and ranked them as their top two priorities for the coming year, fully funding both projects.

–RFM–

www.floridaroof.com

17

The Basics of Social Media and Lead Generation

By Chelsea Welsh, MBA, Corporate Marketing Manager at Southeastern Metals There has been a fundamental shift in the way that consumers are buying today. Even the sales funnel has changed, and the awareness, interest, consideration and intent phases of the funnel are concentrated in the marketing space. Consumers are more educated and can reach out to those they trust through social media platforms like facebook, YouTube, Google+ and many others to help them make important buying decisions.

Consumers have access to their smart phones and tablets 24 hours a day, giving them the ability to research and educate themselves more than ever before. What does all that mean for us in the home improvement industry? It means that social media and digital media should play an important role in our overall marketing mix.

The thought that social media is for the twentysomething is not correct. According to a recent Pew Research study as of January 2014, 74 percent of online adults use social networking sites as well as 49 percent of all 65-plus internet users also engage social networking sites. The marketing canvas is changing and we need to be sure that we are taking full advantage of social and digital media in our local businesses.

Who Uses Social Networking Sites Percentage of Internet users within each group who use social networking sites

All Internet users

74%

Men

72%

Women

76%

18-29

89%

30-49

82%

50-64

65%

65-plus

49%

High school grad or less

72%

Some college

78%

College-plus

73%

Less than $30,000 per year

79%

$30,000-$49,999

73%

$50,000-74,999

70%

$75,000-plus

78%

Source: Pew Research Center’s Internet Project January Survey, January 23-26, 2014 (www.is.gd/pewstats).

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Roofing | Waterproofing | Exterior Walls | Building Envelope Design 18

ROOFING Florida

September 2014

With all of that said, I would like to give you some simple tips to help you get started with social media, if you haven’t already activated these platforms. There are essentially three rules for social media in business.

♦♦Make sure your video has a catchy and relevant title so that people who are searching for your content will find you

1. Social Media is all about enabling conversations, whether it is through an educational post or a funny quote, you are enabling a conversation with your customers or future customers.

♦♦Include a description that paints a picture for the consumer, make sure it includes a call to action

2. You cannot control the conversations, but you can influence them in a positive manner, by providing relevant information or responding to questions in a timely manner.

♦♦Use tags to help to broaden the potential audience, include specific relevant keywords

3. Influence is the foundation on which all economically viable relationships are fostered and built.

♦♦Keep posts positive

I have been teaching a few social media classes to contractors recently and found that many of them want to learn some simple step by step instructions on how to properly post on particular social media platforms.

The three social media platforms that most contractors or roofers ask me about are Google+, facebook and YouTube. Here are a few guidelines to help you be more confident in utilizing social media.

♦♦Add a link back to your website for increased search visibility

♦♦Provide information and education that is appealing ♦♦Use simple images that can be viewed on mobile devices ♦♦Be available and respond to questions or statements from those that are engaging with your page ♦♦Make sure that you post a mix of content such as educational, current sales or promotions, local information, etc.

Are you READY to write the IRS another BIG CHECK? What else could you DO with that MONEY? Roofing industry professionals involved in the design or installation of government/public building roof projects may be eligible for a tax deduction up to $1.80 per square foot.

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19

♦♦Add customer testimonials

♦♦Utilize hashtags (#) as well as @people and brands to increase engagement ♦♦Use full size images to help your post stand out ♦♦Interact with commenters ♦♦Find relevant communities to be part of ♦♦Post fresh content Social Media is No Longer Considered New Almost everyone is using it, including small to medium sized local businesses. In fact, eMarketer recently estimated that 87 percent of these businesses used social media for marketing last year, and 88 percent will do so this year. Many of your customers are utilizing more than one social media platform multiple times a day.

The second most asked question that I receive during my classes is “How do I handle negative posts on my social media platforms?” This is an important question and I know many of you would like some guidance as well. As you start to post content on your social media platforms, you will find that being available to engage

these consumers and potential customers is crucial.

The quicker you can react to a negative post will increase the odds of turning that negative comment into a positive comment in the future. It is important to have a plan in place to handle these types of negative comments. Here are a few tips to consider: 1. Make sure you have an employee or someone dedicated to monitoring your social media platforms and be sure they are customer service oriented.

2. Do not delete the negative post, that can only cause the disgruntled customer to start posting on other platforms and cause a larger issue.

3. Try to drive the conversation offline, a good example is “I apologize that you had less than a perfect experience with our company, please give me a call so I can review your concern and we can discuss a solution”. It has been my experience that once there is a solution to their concern, they will immediately post, thanking the company for the quick resolution. This will go a long way when a future customer is looking for a company to do business with; you cared enough to expediently resolve a customer concern.

4. Respond no later than 24 hours after the post; optimally respond immediately.

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Social Media Lead Generation Now that we have discussed the proper types of posts and how to handle negative posts, let’s review some of the effective ways to lead generate using social media. There are several social media platforms out there however; there are specific platforms that are directly assisting the contractor/roofer in their lead generation efforts.

Here is a list for your review: 1. Houzz 2. Pinterest

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3. Porch 4. Yelp 5. Planese Social media can be a great resource for your potential customers. They can begin to get to know your company prior to becoming your customer.

They can ask questions or look

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Need motivation to start using social media? Here are some stats that should help take the step forward.

Source: www.is.gd/smusers

at reviews about your company to help them make the right decision. You can answer questions or offer suggestions on these platforms. It gives happy customers a platform where they can give positive reviews or express concerns. Social media allows you to showcase your projects through before and after photos and videos. You can utilize apps like TOUT to post 15 second testimonials directly to your YouTube channel. You can also use social media to establish certain trends in neighborhoods by asking your followers questions and requesting their feedback. This sets you apart from everyone else allowing your expertise and knowledge to be showcased. Social media allows you to control your online business reputation.

As you are starting to engage in these social media platforms; it is important to monitor your progress through Google Analytics and reporting platforms.

These reporting platforms will help you to know where you need to make adjustments as well as the amount of referral traffic your social media efforts are driving to your website. Tracking and monitoring is important and should be done on a monthly basis. I want to challenge you to add at least one social media platform to your marketing mix immediately. There are so many great benefits to being a part of social media. I look forward to hearing about all your great success.

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–RFM– Chelsea Welsh has participated in the direct marketing industry for over 14 years. She is a recognized expert in internet marketing strategies for the home improvement industry and offers vast experience in conceptualizing and implementing comprehensive online marketing programs. She holds an MBA with a concentration in Marketing. She can be reached at cwelsh@semetals.com or (719) 963-9476.

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21

Continued from page 4

♦♦Standing seam ♦♦5-V Crimp ♦♦R panel ♦♦Corrugated Additionally, you should make sure the customer is aware of the difference between exposed and concealed fasteners. Some find a roof with concealed fasteners more attractive.

I preferred the 5-V roof panels with exposed fasteners so, in 1995, I installed a white 5-V system on my own home in South Florida. When well-planned, the fastener heads line up to form a visually appealing pattern from different angles. After a few years, I decided to replace the carbon steel fasteners with stainless steel fasteners so I wouldn’t need to worry about any future rusting of the fasteners and staining on the surface. This is a good option to present to your customers.

Focus on Training and Equipment Once customers have made their decisions, the success of the metal roof system now falls to the hands of the installers. Not every roofer can install this type of system.

Metal is not as forgiving as asphalt, single ply, liquid applied, spray polyurethane foam or roof tile. This is not to diminish the value of these other quality roofing systems but with metal you can’t just apply a patch when errors are made, since any correction will be visible and stand out as just that: a mistake which will usually be a cause for concern with an inspector or the home owner. Those contractors who choose to install metal roofing systems should have their employees educated by the product system manufacturers to become technically sound in the product design, limitations and flashings details.

Whether for sales information or technical support,

manufacturers are always available to make sure their products are successful and will provide guidance for those who request it. Also, FRSA members have access to technical support by calling (800) 767-3772 ext. 169.

This is a great time to promote FRSA’s new training center located at its headquarters in Central Florida. The facility is open industry-wide to FRSA members (who receive a discount on usage fees) and to nonmembers.

There is a large classroom as well as a vented hands-on demonstration area. We even have a Big-Ass fan. FRSA support staff is available to help take care of the details at better than competitive rates.

Finally, I’ve found from personal experience that, as a contractor, it was in my best interest to equip my installers with quality tools of the trade that can endure the day-to-day stress of the job site. I decided that stopping production due to bargain brand hand tool malfunctions wasn’t a good investment. Precision cutting, bending and crimping tools, corded or cordless screw guns and drills, pop rivet guns and caulking guns are a must. Using the proper metal roof installation tools is critical to the installer’s ability to produce a clean, quality installation.

More and more customers in Florida are choosing a metal roof system for their home or business.

Contractors can share in the profits by: ♦♦Making sure that estimators are well-versed in the various metal roof systems available in your area of service ♦♦Presenting prospects with various aesthetic choices and value-added options, ♦♦Properly training installers to minimize waste and errors, ♦♦Taking advantage of FRSA membership through industry seminars and codes and technical support.

METAL

–RFM–

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ROOFING Florida

F L O R I D A M E TA L R O O F I N G

September 2014

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For more information about becoming an FRSA member, contact: Maria Armas FLORIDA FLORIDA maria@floridaroof.com ROOFING ROOFING APPROVED APPROVED (800) 767-3772 ext. 142 www.is.gd/memberinfo

FLORIDA ROOFING APPROVED

FRSA PAC Tournaments First Friday in October Have fun and support the FRSA Political Action Committee that works to raise roofing industry awareness among Florida’s legislators. This year’s PAC tournaments are scheduled for Friday, October 3.

The golf tournament is a four-person scramble format and will be played at University Park Country Club in University Park. Check-in begins at 12:45 pm and the tournament begins with a shotgun start at 1:30 pm. There will be awards for first and second place team winners.

Individual registrations will be paired.

The Skeet Shooting tournament will be held in Lakewood Ranch, near sarasota, at the Ancient Oak Gun Club. Check-in begins at 12:45 pm and the tournament begins at 1:30 pm. You are encouraged to bring your own gun, but rentals are available.

Download a registration form for both tournaments at www.is.gd/frsapac2014 Last year’s PAC tournaments at Mission Inn, Howey-in-theHills: Dr. Miller from the Oak Ridge National Laboratory and Mark Zehnal (top photo) swing for closest to the pin. Donnie Harp (bottom photo) takes aim at the clay during the first annual PAC Skeet Shooting tournament.

In Memory...

Jean Engelmeier passed away on September 10.

She was the wife of FRSA Honorary Member and Campanella Award recipient Ed Engelmeier (pictured together) and stepmother to FRSA Past President Carl Engelmeier, CPRC.

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