Metal-Era Announces New Vice President of Marketing

Metal-Era, Inc.announced the appointment of Richard L. Hein as Vice President of Marketing. Richard joined Metal-Era on October 15 and will lead Metal-Era’s strategic marketing activities including brand development, product management, product development and all promotional activities.

Richard comes to Metal-Era with more than 20 years of product strategy, product management and product marketing experience. Richard most recently led global product management for Adient, the world’s leading automotive seating supplier. He has extensive experience developing and implementing product strategies and has a proven track record of success across multiple different industries including automotive, building automation, electrical distribution and electronic materials. Throughout his career, Richard has worked for top companies such as Johnson Controls, General Electric, Cooper Power Systems and Honeywell.

“We are excited to have Richard on board,” says Tony Mallinger, President of Metal-Era, Inc. “Richard brings a wealth of experience in working with customers to identify needs and when we look to the future we know that our ability to deliver new and innovative products will be critical to ensure our customers success. Richard has the ideal background and experience to lead Metal-Era’s efforts in this area.”

For more information, visit www.metalera.com

Heidi J. Ellsworth and Karen L. Edwards Launch Second Marketing Book for Roofing Contractors

Heidi J. Ellsworth and Karen L. Edwards, consultants in the roofing industry focused on sales and marketing, have released a second book focused on marketing planning. As a follow up to their successful introductory-level book, Sales and Marketing for Roofing Contractors, the pair have teamed up again to publish the next book in the series, Building a Marketing Plan for Roofing Contractors.

The book serves as a guide and a workbook for contractors to understand each step and section of developing a strong marketing plan. It includes action items that allow contractors to answer the questions that will help them create their own marketing plan and identify the resources to help them implement that plan. With information that will help any small business, this book shows how to build a marketing plan and features an appendix with helpful templates that demonstrate the structure of the plan, a budget guideline and other useful tools.

“I think one of the biggest things I took away is the importance of having a plan,” stated Lynne Marie H. Rosado, Marketing Director of Houston, Texas-based R. B. Hash Roofing and Waterproofing. “I was able to work towards the items I felt were most important for R. B. Hash this year, which included re-branding with a new logo and launching a new website. These things take time and you want to do it right the first time, so having a plan with marketing items to focus on this year helped us prevent wasted time and money.”

Both books can be purchased on Amazon or the NRCA bookstore.

Ellsworth and Edwards are actively involved in RoofersCoffeeShop.com, Ellsworth as a partner and Edwards as the site’s editor. They also have their own consulting companies, HJE Consulting and Casimir Group LLC, respectively. They both also work with several industry manufacturers, service providers and roofing contractors throughout the country. Ellsworth and Edwards are available to speak to contractor audiences as part of training and educational programs.

For more information, visit their RoofersCoffeeShop Directory.

DaVinci Roofscapes Names President and Chief Marketing Officer

DaVinci Roofscapes has announced that Michael Cobb has been named President and Chief Marketing Officer for the company. Cobb joined DaVinci Roofscapes as the Vice President of Sales and Marketing almost two years ago. Before that he served more than 26 years in the building industry.

“Michael’s done an exemplary job in leading our sales force, customer service team and marketing efforts since joining us in January of 2017,” says Ray Rosewall, CEO of DaVinci Roofscapes. “His dedicated efforts at refining our product positioning and improving our sales channel effectiveness have helped the strategic growth of our company. Overall, Michael’s actions have better positioned DaVinci Roofscapes for continued long term success.”

As President and CMO, Cobb will report directly to Rosewall as both men focus on bringing DaVinci Roofscapes into its 20th year of operations in 2019.

“We’re steadily educating both building industry professionals and consumers on the many benefits of composite roofing,” says Cobb. “The Made-in-the-USA roofing product we manufacture has a proven track record for both performance and aesthetics. We’re offering what everyone wants: a top-quality, competitively-priced alternative roofing product that is supported by outstanding service and a great warranty.”

Prior to joining DaVinci Roofscapes, Cobb worked with Nichiha, USA, Inc. in roles involving sales, marketing and logistics. He has additional industry experience with Louisiana-Pacific, Nailite International, James Hardie Building Products and Velux-America.

For more information, visit www.davinciroofscapes.com.

MRA Offers New Marketing Toolkit for Metal Roofing Contractors and Installers

The Metal Roofing Alliance (MRA) has unveiled a new digital marketing toolkit for its contractor and installer members to help them promote and grow their residential metal roofing business.

With the popularity of metal roofs increasing among U.S. and Canadian homeowners, the MRA is putting more resources in the hands of contractors and installers to support the growing demand. The new toolkit, available to members at https://www.metalroofing.com/professionals/contractors/ includes table tents, yard signs, literature, infographics, videos and ads. Many of the toolkit assets are customizable and are available in digital formats or as downloads.

“Contractors and installers are top priority when it comes to market adoption and helping homeowners understand the exceptional durability, value and sustainability benefits of metal roofs,” said Renee Ramey, executive director of the Metal Roofing Alliance. “Making sure our trade members have the right tools to communicate and market their metal roofing business is essential to us.”

The Metal Roofing Alliance also offers training, business development resources and a sophisticated lead-gen platform to help support manufacturers, installers and contractors throughout the U.S. and Canada. Earlier this year, the Alliance unveiled its new website designed to not only educate and inspire homeowners, but to highlight the work of its members and help homeowners connect with qualified metal roofing suppliers and contractors in their area.

For those involved with or who support the metal roofing industry in the U.S. or Canada, MRA offers a variety of partnership and membership opportunities. For more information, visit https://www.metalroofing.com/become-member/

For more information, visit www.metalroofing.com.

Morin Names New Vice President of Sales & Marketing

Keith Spurlin is joining Morin, A Kingspan Group Company, in the role of Vice President of Sales and Marketing effective immediately. Spurlin will oversee and manage Morin regional sales managers and independent representative groups across the USA.

Keith states: “At Morin, I will leverage my sales, technical design and metal façade expertise to grow our market share of the single element metal wall and roof panel industry in North America.”

Keith has a history with Kingspan, both in sales and business development while at Kingspan Insulated Panels. There he executed sales strategy and promoted high performance insulated metal panel (IMP) roof and wall systems to customers, building owners, contractors and design professionals.

Overall, Keith’s career has included high performance building envelope sales leadership, over a decade practicing as an architectural designer on regional and international projects, and tangent experience in metal façade documentation and construction. He will be based out of Charlotte, NC.

For more information, visit www.morincorp.com.

Mobile Technology Is Changing Online Marketing for Roofing Companies

It seems like the Internet is changing every six months, doesn’t it? The moment you have a marketing strategy worked out, it is thrown into flux by another Google update or market trend.

Right now, that market trend is toward mobile technology. This shouldn’t come as a shock. In fact, I bet you’ve checked your phone since you started reading this article, and we’re only four sentences in!

Mobile technology has significantly changed the landscape of online marketing. More homeowners are using their mobile phones to search for roofing services than ever before. But between the rapid changes in homeowner behavior, the explosion of mobile devices and the intense local competition most roofing companies have, keeping up with the mobile world can seem daunting, if not impossible.

Fear not! We are going to tackle the five ways mobile technology is changing the residential roofing business, and discuss how each one is going to help you win more business from online homeowners.

1. MOBILE is no longer a millennial phenomenon. It was only a few years ago when we were shrugging off the mobile movement. Mobile obsession was primarily a thing for teens and twenty-somethings, right?

Not anymore. Since mobile devices have become more affordable and accessible, homeowners of all ages are turning to their phones when they have an urgent need, such as a repair or roofing emergency. In fact, that is the first device they turn to.

For homeowners over 50, mobile phones are the central device in their daily lives, and they are likely using them to make phone calls and submit web forms. And while home ownership among millennials is rising, a hefty number of leads tend to come from the 50-plus crowd. Adapting to mobile technology is going to help you drive leads across all demographics.

2. GOOGLE has welcomed mobile with open arms. Google tells us that more than half of the queries on their search engine now come from mobile, and it is only going to increase. As a result, they have revamped their pay-per-click (PPC) advertising to reflect the immediacy of mobile searches. Folks at the top, as they say, get the best fruit.

In PPC campaigns, roofing companies need to optimize for mobile. This requires more than checking the “Mobile” box in your ad campaign. You will want to use extensions that make it easier for homeowners to call from their mobile devices and determine how close you are to their location.

Simply stated: homeowners are making their roofing choices at the top of Google’s mobile search pages. To get to the top, you need to have mobile-optimized ads that appeal to mobile users. Being at the top of the page is one of those lead drivers that growing roofing companies cannot do without.

3. TAP-TO-CALL is exactly what homeowners are looking for. In the time-constrained world that we’re in, Google offers homeowners a number of specific roofing choices immediately. However, being at the top of the page means nothing if a person can’t get in touch with you.

Homeowners with roofing needs want to resolve the issue as soon as possible. That’s why it’s important to have a tap-to-call option on your website pages and ads. But, that is only half the battle.

In home improvement, excellent phone work is still necessary. There is nothing more frustrating to homeowners than going to a roofing contractor’s website, liking what they see, dialing the number … and then getting no answer. Or a long hold time. Or going straight to voicemail. Or not getting a prompt call back.

All of these non-responses drive the homeowner to do the same thing: call your competitor.

Mobile has made it easier than ever to go down a list, contacting company after company until they get a response. Roofing companies that want to grow and scale need to have tap-to-call options and strong phone practices to make the most of their mobile presence.

4. RESPONSIVE WEBSITES are more than the future—they’re the industry standard. Mobile is now a fact of life for roofing companies. And if your company’s website requires customers to zoom in on teeny tiny letters, they’re going to get frustrated and move on.

At the very least, every company needs to have a responsive website that accommodates all sizes and models of mobile phones. Responsive sites are Google-friendly and they display in ways that are easiest for homeowners to navigate and understand.

If you’re not sure if your website is responsive, try to access the URL on your mobile phone. Can you see the words at a glance? Do you have to slide around to find a phone number? If so, you probably need to upgrade to a responsive design.

Having a responsive website boosts your site’s usability, making it more likely that you’ll be there when a homeowner searches for roof replacement. Plus, customers in the 50-plus bracket will sincerely appreciate text that is easy to read.

5. MOBILE WEB FORMS are your key to connection, so get it right. Homeowners are embracing web forms in greater and greater numbers. And it’s easy to see why. With busy routines and packed schedules, many homeowners simply have limited time to solve their roofing issues. A web form shows the homeowner how responsive you are and how much you value their inquiry.

That is why more and more roofing businesses are turning to online appointment scheduling in their web forms. Letting the homeowner select an appointment time has a number of benefits. First, homeowners who can schedule their own appointments are far more likely to complete a web form. Second, it gives you a competitive advantage over other forms that do not offer scheduling. It’s simply more convenient and gives the homeowners a greater feeling of control.

Also, self-schedulers are much less likely to become no-shows. As we all know, no-shows are frustrating, costly and a big headache. Letting the homeowner commit to a time that works also shows that your easy to work with and responsive to their needs.

Lastly, web forms are a big hit with Millennials. The 35 and under crowd loves to schedule everything online— haircuts, spin classes, restaurant reservations, vacations, hotel stays. You name it, they are reserving it online. This, too, is becoming an ingrained behavior among the next generation of homeowners, so optimizing your web forms is going to become even more important in the years to come.

Dominate the Mobile Market

Many roofing companies are frustrated with the online world. Roofing is already a very local business, which makes it challenging to grow and expand. By embracing the mobile world, roofing companies can stand out and beat the competition. And for roofers looking for replacement leads, it’s 100 percent worth the time and expense to do it right.

While the mobile world is complex and somewhat confusing, so is the rest of running a business. And I’m guessing your company is already doing that well. If you embrace these mobile trends, you’ll learn how to master them and drive more leads–and more business–to your company.

Owens Corning Roofing and Asphalt Invites Contractors to Advisory Board

Owens Corning Roofing and Asphalt LLC has invited five contractors to join its Platinum Advisory Board. The honor is awarded to contractors who have demonstrated a commitment to excellence in all aspects of their business.

The newly announced Platinum Advisory Board members are Will Jones of Yellow Hammer Roofing (Athens, Ala.); Shannon Alberts of Security-Luebke Roofing Inc. (Kaukauna, Wis.); Jack Borba of Straight Line Construction (Shingle Springs, Calif.); Mark Franzoso of Franzoso Contracting Inc. (Corton on Hudson, N.Y.); and Clint Vaughn of Roofscapes Exteriors (Bixby, Okla). With the addition of these new members, the Board is comprised of 14 leading contractors from across the U.S.

The Owens Corning Platinum Advisory Board represents a group of contractors who share their market, product and technical expertise with the roofing manufacturer. Members bring a contractor’s perspective to studying and evaluating products and offering suggestions that support continuous improvement.

“We are excited to have these leaders’ voices and experience on our Advisory Board and we are honored they’ve committed to represent their fellow Owens Corning Platinum Contractors,” says Jason Lewinski, Owens Corning contractor network leader. “Every Platinum Advisory Board member has demonstrated market leadership and a commitment to achieving and sustaining high levels of customer loyalty and satisfaction. There is no substitute for the perspective and insights of our contractors.”

Behlen Building Systems Appoints VP of Business Development and International Marketing

Pat Kern is appointed as vice president of new business development and international marketing.

Pat Kern is appointed as vice president of new business development and international marketing.

Behlen Building Systems has appointed Pat Kern as vice president of new business development and international marketing. In this newly-established position, Kern will lead the commercial sales effort and project coordination for new building system projects in the eastern U.S. region and international sales opportunities.

“This appointment offers our design/build expertise to new customers in an expanded territory,” President and CEO Phil Raimondo says. “Pat brings decades of experience to the position both domestically and in international markets. He understands the entire building process from design, engineering, fabrication and erection. With Kern at the helm of our new market sales and marketing efforts, Behlen can meet the demand for metal building solutions.”

“I’m ready to hit the ground running leading both contractor/builder and international partner sales for Behlen’s eastern U.S. and world-wide international projects,” states Kern. “There is a commitment from the Behlen leadership to expand into new market segments and regions previously not serviced by the Behlen distribution channel. I am confident we can become a stronger player in the steel building systems industry.”

Prior to joining Behlen, Kern served as the VP and general manager at Steel Built Corp. and SBC Building Systems. Throughout the past three decades Kern held positions in virtually all areas of management and business development for metal building companies including SBC Building Systems, American Buildings, and Varco Pruden Buildings. Kern holds a BSIE from General Motors Institute and a MBA from Bowling Green State University.

Mr. Kern is a former member of the Board of Directors for the Metal Building Manufacturers Association (MBMA) and is active in multiple local/regional business associations in western PA and eastern Ohio where the Behlen eastern region and international sales office will be initially located.

TAMKO Enhances Roofing Marketing Material

It’s a new year and at TAMKO Building Products Inc. it’s a new image for its roofing products. The company has enhanced all of its roofing marketing material. The refreshed pieces include new product photos, samples and revised product literature, portions of which will be available on the company’s newly designed web site, www.TAMKO.com, set to go live in the first quarter of 2017.

The new marketing material provides a fresh perspective, representing TAMKO’s ongoing commitment to continuous improvement. TAMKO’s Vice President of Sales and Marketing, Stephen McNally, says, “The new material presents attention to the styles and variety of available color options for TAMKO’s roofing products with an appeal to the consumer side of the industry.”
            
TAMKO’s marketing materials feature lifestyle photography to highlight the interaction and benefits that owners may experience with TAMKO roofing products. Additionally, they provide TAMKO’s sales team with material for engaging with customers.
 
“These improved selling tools are assets that reveal the beauty of our roofing products with the extra benefit of adding to the support of our sales efforts,” says McNally.

MRA Adds Two New Manufacturer Members

The Metal Roofing Alliance (MRA) has announced the addition of two new manufacturer members to the organization.  CertainTeed joins the MRA to promote a line of architectural metal roofing products.  Also joining the MRA is DECRA, an innovator and leader in the stone coated metal roofing market.

After more than 18 years of growth, the MRA has proven success as a market-building organization. With an initial investment of $24 million in marketing programs, the MRA has tripled the roofing market share, from three percent in 1998 to 11 percent today.

“CertainTeed recognizes the importance of partnering with industry associations that support its membership in the promotion of their products and services,” says Dale Walton, product manager for CertainTeed Roofing.  “For this reason we are pleased to join the Metal Roofing Alliance, and we look forward to participating with the MRA to further strengthen our presence and position in the metal roofing sector.”

The MRA was formed to educate both homeowners and roofing contractors on the many benefits of metal roofing.  For the past 18 years, the MRA has been able to more than triple metal roofing’s market share by offering investment grade product that provides decades of protection for homes

“In 2017, DECRA will celebrate its 60th anniversary and as the original stone coated metal roof tile manufacturer, it is critical that we have a voice in the industry. We are happy to be re-joining the MRA and look forward to assisting the market and industry in the years ahead,” states Bobby Bloom, president, DECRA Americas.

 “The addition of CertainTeed and DECRA is an important development for the MRA, as it adds two manufacturers of building and roofing materials to our organization,” states Bill Hippard, executive director of the Metal Roofing Alliance.  “Our goal is to reach 20 percent market share by 2020 and manufacturers such as CertainTeed and DECRA are going to help us reach that milestone.  All segments of the metal roofing supply chain can benefit from additional growth, from raw materials suppliers and coil coaters to manufacturers and contractors.”

As new manufacturer members, CertainTeed and DECRA will participate in the MRA’s national consumer and contractor education campaigns. In addition, CertainTeed and DECRA’s metal roofing contractors are now able to join the MRA and begin benefitting from the leads generated by the alliance’s national consumer marketing campaign.