3M, Atlas Roofing and Mike Holmes Collaborate to Protect the Curb Appeal of Homes

Black streaks caused by algae have been hiding in plain sight on roofs for years. Professional contractor and TV host Mike Holmes is known for insisting on nothing less than the best product for the job and helping homeowners understand what it takes to make it right the first time. Together, 3M, Mike Holmes and his team plan to increase awareness with homeowners to help eliminate black streaks on roofs for good by naming shingles with Scotchgard Protector a HOLMES Approved Product. Atlas Roofing will leverage its relationship with its roofing contractors, including those trained as Scotchgard Protector Shingle Sales Specialists, to help them effectively bring this message to homeowners through a powerful set of marketing tools.

“I’m proud to partner with 3M and I’m excited to see how far we can take the message,” said Mike Holmes, professional contractor and TV host on HGTV and DIY Network. “Together, we’re going to continue to improve the quality of our homes, increase the value of our homes and change our industry for the better.”

This fall, The Holmes Group will partner with two Atlas PRO Plus contractors to transform homes in need of a curb appeal facelift. The teams, led by Mike Holmes Jr. and Sherry Holmes, will work together to make over two homes with Atlas Pinnacle Pristine Shingles with Scotchgard Protector. The Holmes siblings will undoubtedly strike up some friendly competition vying for the best transformation story. Viewers can tune in to the online micro-series later this fall.

“I am excited about this collaboration! I love tackling projects around homes that improve the curb appeal and this is a great fit for our ‘Holmes Approved’ family,” said Sherry Holmes, contractor, TV host and DIYer. Mike Holmes Jr. added, “my dad always says start from the outside in. If you’re taking care of your home that care should include the roof.”

“The Holmes name brings added value to the already highly respected Scotchgard brand,” said Stan Bastek, director of marketing and sales development for Atlas Roofing. “When the Holmes group endorses a brand, they are communicating to consumers that they see the same problem we do: how ugly black streaks on roofs reduce curb appeal and home value. We can’t wait to get to work with Mike, MJ and Sherry to spread the word!”

Invented by 3M to combat black streaks on roofs caused by algae, copper-containing roofing granules have been proven successful on hundreds of thousands of homes across the country over the last two decades. Available as shingles with Scotchgard Protector, this long-term, proven solution provides homeowners a beautiful roof free from ugly black streaks.

“The Scotchgard brand is synonymous with protection for homeowners, so protection from roof algae is the fulfillment of what that brand promises—a roof free of black streaks that retains its aesthetic appearance,” said Frank Klink, Ph.D., senior laboratory manager, 3M Industrial Mineral Products Division. “Our decades of research into the scientific properties of copper, and field experience with shingle technologies and roof algae, has proven a minimum 10 percent blend of 3M copper-containing granules uniformly distributed across the shingle surface, and hip and ridge are all required for superior protection against algae.”

The Holmes Group recognizes that shingles with Scotchgard Protector provide a long-term solution to help prevent algae growth from taking hold. Based on incorporating the prescribed formula into the shingle, and then using third-party testing on each shingle run, that recognition now comes with inclusion on the “HOLMES Approved Product” list.

By addressing the No. 1 appearance-related problem reported to roofing contractors, shingles with Scotchgard Protector help maintain the roof’s appearance and preserve the beauty of the home. This solution, coupled with 3M training to become a Scotchgard Protector Shingle Sales Specialist, gives contractors a real opportunity to connect and add value to the conversation with homeowners. As a recent survey of these participating contractors indicates, 80 percent realized an improvement in their close rates by as much as 10-20 percent.

Homeowners don’t have to accept the fate of a roof looking old before its time due to the black streaks of algae. 3M science, decades of research and more than one million installations have proven that shingles with Scotchgard Protector will protect your home and help keep it looking good for years to come.

For more information, visit 3M at www.3M.com/resistblackstreaks, The Holmes Group at makeitright.scotchgard.com or Atlas Roofing at www.atlasroofing.com/scotchgard.

 Mike Holmes, Sherry Holmes and Mike Holmes Jr.

Mike Holmes, Sherry Holmes and Mike Holmes Jr.

Tough Questions

I spent Father’s Day in a less than optimal spot — visiting my dad in the local hospital.

My father is 87, and a fall down the stairs resulted in life-threatening injuries. As I headed to the intensive care unit that first night, I didn’t know what to expect. However, I did know what my father’s wishes were regarding his care.

My dad is an attorney, and he prides himself on his estate planning, which is guided by two principles: taking care of his family and not paying a penny more in taxes than he has to. My brother, my sister and I know the details and who to contact when he passes away. But when my mom passed away unexpectedly more than a decade ago, we realized we didn’t know what her wishes were regarding critical care or even her funeral.

We learned from those mistakes. Our family discussed not only dad’s estate plan but his preferences for a funeral service (less funeral home, more Irish wake) and his thoughts about being kept alive by artificial means (no). I have a durable power of attorney in my briefcase and a form designating me as his patient advocate.

I was able to concentrate on the most important thing: making sure my dad got the care he needed. With the help of some talented and dedicated health care professionals, he’s doing much better now; he’s in a rehab unit and back on his feet. Hopefully we won’t need to look at his estate plans for a long time to come.

I can’t imagine going through the experience without that preparation. I thought back on the article about exit and succession planning in our last issue by Angie Lewis titled “Leaving Your Business Legacy.” In it, she details the advice of business planning experts Kevin Kennedy and Joe Bazzano of Beacon Exit Planning, who spell out retirement strategies. They also stress the importance of contingency planning — preparing for an unexpected illness or death.

If you haven’t read that article yet, I strongly urge you to do so. You can also log on to view an on-demand webinar on the same subject sponsored by Atlas Roofing.

Contact your attorney and get advice specifically tailored for your situation. Then talk to your family members and ask some tough questions. Take it from me, these conversations are not easy, but asking tough questions now can make difficult times a lot easier.

Atlas Roofing Corporation Announces Partnership With HOVER

Atlas Roofing Corporation has announced a new partnership with HOVER, the platform that generates accurate, interactive 3D models of any property. Atlas Roofing’s shingle product lines will now be available within the HOVER platform, allowing its customer base even more flexibility when it comes to customer engagement and project estimation.

Atlas will integrate multiple roofing products, featuring Scotchgard Protector from 3M, into the HOVER platform. These products include: Atlas Pinnacle Pristine with the all-new Natural Expressions color palette, StormMaster Shake, StormMaster Slate, Legend Designer 3-tab shingles and GlassMaster Shingles.

“We are excited to have our product offering represented within the HOVER platform, providing our contractors with a powerful interface to grow their businesses and engage homeowners,” says Stan Bastek, Director of Marketing and Sales Development at Atlas Roofing.

“HOVER allows contractors to use their time more strategically by eliminating the guesswork of visualizing different product options on the 3D model of a customer’s actual home,” explains Spencer Warden, Director of Partnerships at HOVER.

In addition to the interactive 3D model, HOVER also provides contractors with all of the detailed exterior measurements needed for an accurate estimate. This means time that was previously spent hand-measuring exterior projects can now be used to focus on the project details and establish greater relationships with customers.

HOVER is available in the App Store and Google Play. Users can try out their first property for free.

For more information, visit AtlasRoofing.com.

Atlas to Host Webinar on Exit and Succession Planning June 18

Atlas Roofing is hosting a free webinar on exit, succession and contingency planning Monday, June 18 at 10 a.m. Eastern. Learn why roofing contractors need an exit or succession plan, as well as common mistakes made during the process and the best strategies for success.

Hear from business-planning experts Kevin Kennedy and Joe Bazzano about how to get all of the proper financial and legal arrangements in place to preserve your business legacy and secure your financial future.

Kennedy, CEO of Beacon Exit Planning, specializes in exit and success planning for private business owners. He uses the experience of selling his 63-year-old roofing business — including the mistakes he made — to help others navigate the process more smoothly.

Bazzano, COO of Beacon, is a certified public accountant, certified valuation analyst and certified business exit consultant with more than 25 years of experience. He shows business owners how to increase the value of their companies and save on taxes.

With their knowledge and expertise, these professionals can guide contractors around the potential pitfalls of leaving a roofing business — either by choice or circumstance.

To register, visit https://register.gotowebinar.com/register/8050003304757158147

New Designer Shingle Line Offers Scotchgard Protector

Atlas LegendAtlas Roofing Corporation announces the launch of its newest product, Legend Designer Fiberglass Shingles. With bold cuts and high-contrast color, these three-tab designer shingles provide the high style of an architectural look at an attractive price for homeowners, according to the manufacturer. In addition to its striking character, the new Legend shingle is loaded with features and benefits that offer homeowners the performance they expect from quality roof shingles.

“We’re thrilled to add Legend Designer Fiberglass Shingles to our family of products,” said Kirk Villar, vice president of Atlas Roofing. “Not only do these new shingles provide homeowners with a beautiful-looking roof, but they also include the algae-fighting power of Scotchgard Protector at an affordable price.”

According to the company, Legend is the industry’s first three-tab shingle that features the power of Scotchgard Protector, which helps prevent ugly black streaks caused by algae. Atlas shingles are built to withstand the harshest weather conditions. Legend shingles come with a 40-year Limited Warranty against manufacturing defects and have a 110 mph Wind Limited Warranty.

Legend shingles are eligible for the Atlas Signature Select Roofing System, which offers increased protection and peace of mind. The Atlas system also increases warranty protection for homeowners. Atlas Signature Select Roofing System components include Atlas WeatherMaster Ice & Water Underlayment; Atlas Premium Underlayment; Atlas Pro-Cut Starter Shingles; Atlas Roof Shingles; and Atlas Pro-Cut Hip & Ridge Shingles

“Atlas is resetting the expectations for a three-tab shingle,” said Stan Bastek, director of marketing and sales development for Atlas Roofing. “The Legend shingle is a designer three-tab shingle that offers aesthetics, value, quality and performance that you can’t find from other manufacturers.”

The Legend shingle is suitable for single- and multi-family homes and available in five popular colors: Black Shadow, Desert Shake, Hearthstone Gray, Heatherblend and Weathered Wood.

For more information, visit www.AtlasRoofing.com.

Atlas Roofing Employee and Products Featured on HGTV Show

Atlas shingles featuring Scotchgard Protector by 3M – installed on the home of an Atlas Roofing Corp. employee – were featured on an episode of the HGTV home renovation series “Home Town.” The show, based in Laurel, Mississippi, is hosted by Ben and Erin Napier and focuses on renovating historical houses in their small town.

Titled “A Little Rough, A Little Refined,” the show aired Feb. 26. It showcased the renovation of the home of Cory Burks and his family. Burks, who lives in Laurel, is the quality control manager for the web technologies division at the Atlas manufacturing plant in Meridian.

Part of “Home Town’s” second season, the Burks’ renovation included installing a new roof, for which Atlas Roofing supplied its Signature Select Roofing System. Products included 38 squares of its HP42″ format shingles in StormMaster Shake Majestic Shake, featuring Scotchgard Protector by 3M, and Summit 60 underlayment.

For more information, a about Atlas Roofing products, visit www.AtlasRoofing.com.

For additional information about the show, visit www.HGTV.com/HomeTown.

Atlas Roofing Announces Schedule for 2018 Roadshow and Truck Giveaway

Atlas Roofing announces the launch of its 2018 Asphalt Life Roadshow season, which kicked off January 17 in Omaha, Nebraska, and travels to nine major cities across the country, along with 15 mini events in targeted markets.

Highlights of this year’s Roadshow, themed “All Roads Lead To Atlas,” include the company’s newest product innovation — shingles built with HP42” Technology. Atlas invites roofing professionls to come to the show and learn how HP42” Technology saves contractors time and money, and makes installation more efficient. In addition, attendees can learn about the difference Atlas shingles featuring Scotchgard™ Protector can make for a company’s close rate, margins, and differentiation in the market.

“We’re excited to meet new contractors and show them how they can outshine their competition and close more sales with our great products and marketing partnerships,” said Stan Bastek, Director of Marketing and Sales Development for Atlas Roofing. “Come on out and experience one of our Roadshows for yourself!”

Roadshow events also feature these breakout sessions:

  • GreenSky Financing
  • Handling Nature’s Worst — Hail/Wind
  • Boost Your Website and Social Media Presence

At each event, Atlas is giving away more than $5,000 worth of prizes, including Yeti coolers, nail guns, Costa sunglasses, HD action cameras, Apple watches and Duckett rod and reel combos.

To top it off, Atlas Roofing is hosting a yearlong contest with a 1951 Chevrolet 3100 pickup truck as the grand prize. This classic beauty is painted in factory Swift Red and features a five-window cab, whitewall tires with a side-mount spare, all of the optional chrome and stainless trim, and a solid steel frame — and its fully rebuilt engine purrs like new.

The contest, which is open exclusively to Atlas Pro Plus contractors, begins February 6 at the International Roofing Expo (IRE) in New Orleans and continues throughout 2018. To qualify for a chance to win the truck, Atlas Pro Plus contractors will earn points through a variety of ways including utilizing the tools available through the Atlas Pro Plus control panel and installing Atlas Signature Select Roofing Systems. As part of the promotion, 10 contractors will receive an all-expenses paid trip to the 2019 IRE in Nashville, where one lucky winner will drive off in style in the Asphalt Life truck.

Confirmed cities for the 2018 Asphalt Life Roadshow are:

  • Omaha, Nebraska
  • Dallas, Texas
  • Milwaukee, Wisconsin
  • New York, New York
  • Denver, Colorado
  • Kansas City, Missouri
  • Charlotte, North Carolina
  • Memphis, Tennessee
  • Orlando, Florida

Dates and additional cities will be announced soon.

For more information, visit AtlasRoofing.com/Roadshow and AtlasRoofing.com/Pro.

 

Steep-Slope Projects: Risks, Considerations and Best Practices for Contractors

Photos: Atlas Roofing

Photos: Atlas Roofing

Many contractors treat residential roofing as routine. However, whether a re-roof or new construction, each project can be infinitely complex and should be addressed as such by always accounting for weather and safety issues, as well as proper installation and customer service.

One of the most prominent and popular elements of residential architecture is a steep-slope roof. According to the Occupational Safety and Health Administration (OSHA), steep-slope roofs have slopes greater than 4:12 and range from 18.5 degrees to 45 degrees or more. While the process of installing a roof with these angles isn’t necessarily much different from a low-slope roof, it can pose more risks and considerations for workers.

Weather Woes

Weather plays an important role in every roofing project, but staying on top of potential issues from Mother Nature is especially crucial during steep-slope jobs.

Photos: Atlas Roofing

Photos: Atlas Roofing

In high temperatures, workers may fall victim to heat cramps, heat exhaustion, heatstroke or worse. The best way to beat the heat is to start early and get as much done as possible before the temperature peaks. Starting early in the summer—specifically in the South—can allow work to be completed before daily rain showers roll in. Proper hydration and attire are also important.

Cold temperatures can create even more complications because some manufacturers advise against installing their products in weather below 45 degrees Fahrenheit and certain equipment is susceptible to freezing. Furthermore, workers have to pay extra attention to the grip of their shoes to avoid slipping and falling. Not to mention, freezing-cold hands and feet may cause an otherwise adept worker to become clumsy. Wearing the proper clothing is key during cold-weather jobs, and workers should be advised to keep an eye out for the first signs of frostbite, including cold skin, redness, tingling and numbness.

Safety Considerations

In 2015, falls were the leading cause of private-sector work deaths in the construction industry, accounting for nearly 40 percent of worker fatalities, according to OSHA. In addition, OSHA reports nearly 90 percent of fatal falls happen due to the lack of a fall-protection system.

Photos: Atlas Roofing

Photos: Atlas Roofing

When working on a roof slope greater than 4/12, OSHA requires additional safety measures, which include either a guardrail system with toeboards, safety net systems or personal fall arrest systems. Yet, many contractors—especially residential roofers—choose to forgo protective devices because they feel they are not feasible or create a greater hazard. In such cases, OSHA does allow the use of alternative fall-protection methods in residential construction, as long as contractors develop a written, job-specific fall-protection plan that complies with OSHA regulations.

Proper Installation

During the installation process, roofers should keep a few things in mind whether they’re applying shingles to a steep-slope or low-slope structure.

  • Valleys
Photos: Atlas Roofing

Photos: Atlas Roofing

Valleys are a critical part of proper roof installation because they experience the most water flow during rainstorms and can be potential leak points.

In an open valley, a piece of aluminum, copper or other type of metal is used to help keep rainwater flowing off the roof. Open valleys are often used when a homeowner wants a showier look, such as on a Colonial-style home.

Closed valleys—the most common valley installation method—use asphalt shingles and offer a more traditional look. When properly installed, they keep water from getting trapped in the valley and allow for proper drainage.

In addition to open and closed valleys, contractors also have the option to create a weave valley, which alternates shingles through the valley from both sides, creating a braid-like effect.

Laminate/architectural shingles should not be used for weave valleys. Because laminate shingles aren’t one-dimensional, they do not create the flat surface needed for a weave valley, which should only be used with three-tab shingles.

When using laminate shingles, be sure to follow instructions on the wrapper for either an open or closed application.

Contractors also need to be extremely careful around obstacles such as chimneys and skylights, which require their own flashing and water divergence methods. For instance, more flashing may be needed in these areas to divert water and prevent leaks.

  • Starter Shingles

Starter shingles allow the first course of shingles to properly seal down, protecting the edge of the roof and providing anchoring power for high-wind resistance at the critical eave and rake areas. They further protect the roof by filling in spaces under the cutouts and edges for the first course of exposed shingles, preventing wind uplift.

Photos: Atlas Roofing

Photos: Atlas Roofing

The most common mistake when installing starter shingles or modifying traditional three-tab shingles is putting them on backward or upside-down.

Additionally, the overhang should be no more than three-quarters of an inch to prevent wind from penetrating beneath shingles, as well as to keep shingles from curling or cracking.

In addition, many manufacturers caution against double-stacking pallets of starter shingles, which can cause the bottom shingles to warp. Be sure to read all storage and handling instructions prior to installation.

  • Underlayment

Underlayment is an important part of the roofing process and is required by code for residential properties to meet Class A fire requirements. Serving as a secondary barrier, underlayment protects rakes, eaves and critical flashings from water infiltration. Most warranties also require underlayment for the roof to be ASTM compliant. However, some contractors still opt not to use it because they want to save time on a project or their customer balks at the cost.

Photos: Atlas Roofing

Photos: Atlas Roofing

Another frequent error during underlayment installation is incorrect overlaps. On low-slope roofs (slopes between 2:12 and 4:12), underlayment should have double coverage. And while traditional installation is fine on steep-slope roofs, always follow manufacturer instructions for overlaps from course to course.

Last but not least, be sure to keep underlayment from wrinkling, which can cause ripples in the shingles. While trying to keep underlayment as flat as possible, avoid pulling it too tight because it has a natural expansion and contraction. If underlayment gets wet, be sure it adequately dries out before continuing the installation process.

  • Shingles and Nails

Shingles should be installed with the manufacturer’s recommended offset, which will help prevent leak points and also properly align the shingles across the roof. Once all of the shingles are aligned, only the shingles themselves should be exposed—not the nails.

Because the common bond area is the strongest part of a shingle, manufacturers require nails be placed there to achieve the advertised wind performance. Nails should not be too high or too low, or unevenly spaced. If nails aren’t positioned correctly, the manufacturer’s wind warranty may not be valid.

Customer Service Follow-Up

Providing excellent customer service is key to every roofing job. Homeowners who have a good experience are more likely to share positive reviews and opinions.

Photos: Atlas Roofing

Photos: Atlas Roofing

Before starting a steep-slope project, be sure to discuss the entire process with homeowners to ensure that they know what to expect, as well as the types of warranties they will receive with their new roof. In addition, prepare the surrounding property, such as windows and landscaping, to prevent damage during the installation process.

During the job, be sure workers are vigilant about not dropping nails anywhere on the jobsite. After the job, walk the property with the homeowners to ensure all debris and materials were cleaned up; magnets can be used to double-check for stray nails. If the homeowners are happy with the finished product and their experience, don’t be afraid to ask them to write a nice review on the company website, Angie’s List, Yelp or other customer referral app.

Most of the best practices for steep-slope roofing can be applied to any type of roofing project. However, steep-slope work can pose additional challenges that other projects may not. Always follow manufacturer’s instructions and OSHA guidelines on all roofing jobs, but especially on steep-slope projects, when one minor slip could turn into major consequences for all involved.

About the Author: Paul Casseri is the product manager of the Roofing Shingles and Underlayment Division for Atlas Roofing Corp., www.atlasroofing.com. He is responsible for all areas of product management, including product initiation, feasibility, design, development and testing. He is a graduate of Penn State University with more than 20 years of experience in the building products industry.

 

Atlas Roofing Appoints New Director of Private Label and Tapered Services

Atlas Roofing Corporation has promoted Shaun Kerschen to Director of Private Label and Tapered Services, within the Roof and Wall Insulation division. According to the company, Kerschen has worked for Atlas since 2002, where he started as a Design Engineer for the Atlas EPS division. Shortly after, he transitioned over to the polyiso roof insulation side of the business to become a Tapered Specialist and eventually relocated to Atlanta in 2006. Since beginning his career with Atlas Corporation, Kerschen has acquired more than 15 years of experience in the roofing and insulation industry.

“As a company, we’re proud to have leading industry talent like Shaun, who choose to build their careers with Atlas Corporation,” said Steve Heaton, Vice President Sales and Marketing of Atlas Roof and Wall Insulation Division. “Shaun first made his mark as a tapered specialist for our best-in-class tapered roof insulation systems, which set him on the path to ultimately lead our Tapered Department. We look forward to continued departmental and private label growth under Shaun’s leadership as the Director.”

In his new role, Kerschen will work closely with Tim Milroy, who was also recently promoted to take over as Director of Sales – Roof Insulation within the Roof and Wall Insulation Division.

For more information, visit www.atlasroofing.com.

Atlas Roofing Names New Director of Sales 

Atlas Roofing Corporation promoted Tim Milroy to Director of Sales—Roof Insulation, within the Roof & Wall Insulation division. Milroy has worked with Atlas since 2006, when he started as a Sales Representative for the Atlas EPS division. He has more than 25 years of experience in the roofing and insulation industry.

“Atlas has a long tradition of developing talent from within,” said Steve Heaton, Vice President, Sales & Marketing of Atlas Roof and Wall Insulation Division. “Tim is a great example of a talented leader who has grown as a professional as Atlas has grown. We’re proud to see him take on this leadership role and excited to see his continued contributions to the company.”

According to the company, Milroy started his career as a roofing laborer, and within five years, he was leading roofing teams as a project foreman before transitioning into sales in 1996. After working at several roofing companies, and serving in various sales roles, Milroy landed at Atlas. In his new role at Atlas, he will manage the installation of national sales initiatives and meet with key customers. He will also support new product development and work with private label teams to grow the category.

An athlete growing up, Milroy is a member of his high school’s Athletic Hall of Fame and he continues to enjoy sports and an active lifestyle. He is married with two adult children, and is an active member of the Chicago Contractors Association and Roof Consultants Institute.

For more information, visit www.atlasroofing.com.