Latest MRA Industry Research Show Jump in Metal Roofing Demand for U.S. New Home Construction

The latest industry report for the U.S. residential roofing sector shows that growth for metal roofing for new home construction has doubled in the past year, and continues to enjoy an ongoing steady demand among the repair/remodel market segment.

According to the recent 2019 Dodge Report data commissioned by the Metal Roofing Alliance (MRA), metal roofing is the second most popular type of residential roofing in the U.S. For new construction, market share doubled from four percent in 2018 to eight percent in 2019. The repair/remodel market share for metal roofing held steady at 12 percent for 2019.

The MRA attributes the increased demand for metal roofing among U.S. home builders to the adoption of more resilient building products that deliver better, long-lasting performance in climate extremes. The Mid-Atlantic region, where severe storms and hurricanes are common, saw the greatest increased use of metal roofing. Other factors that have helped boost the popularity of metal roofing include the desire among consumers for more environmentally-friendly choices and greater familiarity and knowledge of metal roofing.

“Home builders have their finger on the pulse of what today’s homeowners want and the latest trends in the market,” said Renee Ramey, MRA executive director. “As consumers become more educated about their options and gravitate towards building materials and practices that are resilient, sustainable and long-lasting, we’re seeing that reflected in what builders are choosing to use.”

Other factors driving demand for metal roofing include the increased adoption of residential solar systems and rising popularity of net zero homes. As a stronger, durable and lighter-weight material that lasts for decades, metal is an ideal platform to outlast residential rooftop solar panels, and can help maximize a home’s energy efficiency to lower utility bills.

Design and style also play a major role in driving the demand for metal roofing. Overall, metal roofing offers more styles, colors and design options than any other type of roofing material. Since 2015, the annual Dodge report has showed an increase in the popularity of metal roofing styles—including those that mimic shingles, shake, tile and slate—from 22 percent to 34 percent for 2019 in the repair/remodel market. The use of higher end materials such as copper also has increased from five percent in 2015 to nine percent in 2019.

The research indicates that today’s homeowners also understand the benefits of high-tech metal roofing coatings to boost energy efficiency and deliver low maintenance benefits. While even bare metal roofs are more energy efficient than asphalt, their use decreased from 32 percent in 2015 to 23 percent in 2019, while the adoption of pre-painted metal roofs jumped from 53 to 61 percent during the same time period for the repair/remodel market. As the industry’s leading resource for driving metal roofing education and awareness, Ramey says homeowners are increasingly savvy about options that will improve their home’s long-term performance, as well as maximize curb appeal and resell value.

Yet there is still room for improvement. While the 2019 Dodge Report shows the rising popularity of metal roofing, many regions prone to dangers such as wildfire, have been slower to adopt metal roofing even though metal roofs offer a Class A fire rating and are ignition-resistant to flying embers and sparks. According to the MRA, as knowledge of metal roofing benefits continue to grow, so too will its market share, especially in regions grappling with severe climate threats.

“The need to re-evaluate and do things differently in light of a changing climate will continue to lead homeowners and builders to construct more resilient homes in every region,” said Dick Bus, President of ATAS International and the MRA.  “As an MRA member, our goal is to make sure all homeowners, whether they are replacing their roof or building a new home, have the resources and information they need to make the best choice possible.”

For more information, visit www.metalroofing.com.

MRA Announces Updates, New Benefits Available Through Its Contractor Membership Program

Metal Roofing Alliance (MRA), the nonprofit organization supporting the residential metal roofing industry in the United States and Canada, has announced updates and changes to its contractor membership program, giving contractors more benefits and ways to build and promote their business than ever before.

“The U.S. and Canadian residential metal roofing business is growing, and our goal is to help members maximize the opportunity while showcasing the outstanding work being done in the industry to help drive that demand,” said Renee Ramey, MRA executive director. “MRA stands for quality metal roofing, and that is well represented by our members’ participation and commitment.”

With Gold, Silver and Bronze level memberships available, MRA’s contractor member benefits now include:

Greater digital exposure: With thousands of visitors to its site every year, the MRA website (www.metalroofing.com) is a leading source for homeowners to learn, compare and search for metal roofing. Gold and Silver MRA contractor members can now feature their own personalized homeowner testimonials, including images, and upload an unlimited number of residential project images to their company profile on MRA’s member pages (Bronze members may upload a limit of five images). Gold level members also can now feature honors, achievements and awards received. 

Stronger lead and prospect support: MRA Gold and Silver level members will receive qualified consumer leads and additional detailed information about homeowners searching for metal roofing contractors in their area. Gold members will receive leads real-time, as soon as they are submitted via the MRA website, while Silver level members will be emailed leads within the hour. For future sales opportunities from consumers who indicate they are interested in learning more, but are not yet ready to be contacted for a project quote, Gold members also will be sent a monthly “MRA prospects” list to use for educational outreach and as a potential future sales opportunity. 

Expanded promotional support: Gold members may request customized marketing support of MRA-produced literature and promotional materials, updated with their own company logos and contact information. Silver members can request customizable templates. Gold level members also can promote news and information via MRA’s newsletters and social media posts, and on MRA’s Member News page. Silver members can take advantage of newsletter and Member News page support. Gold members also now have access to regional advertising support through the MRA and both Gold and Silver members can utilize MRA-produced promotional materials, including literature and signage, to support their local home shows.

MRA Gold level contract members also can participate on the MRA Contractor Advisory Board, which helps review and guide the organization’s contractor membership program to support the continued growth of members. All MRA contractor members require nomination by an MRA manufacture member and approval by the MRA board of directors. For more information about MRA membership opportunities, visit https://www.metalroofing.com/professionals/

For more information about MRA, visit https://www.metalroofing.com.

Won Over by Metal Roofing

A finished Matterhorn Tile application on an Oklahoma City-area home.
Photos: CertainTeed

Scott McCollum, owner of McRoof Residential and Commercial Roofing, has been in the contracting business for half a century. Since 2007, his Edmond, Oklahoma-based roofing business has concentrated on wind and impact-resistant asphalt products — the kind needed for homes often in the path of tornados, hailstorms and other wind events common to Oklahoma and Northern Texas.

“We’re right in the middle of the hail belt and tornado alley, so people are extremely concerned about hail and wind,” says McCollum. “Those are really big drivers that make people willing to spend more on a roof that is going to give them better performance.”

In 2019, McCollum introduced CertainTeed’s Matterhorn Metal Roofing into his product offering. The lightweight, steel panel roofing system offers top-tier wind and impact resistance, with bold colors and designs that emulate popular styles like shake, slate, and clay tile.

McCollum said most of his customers are homeowners and business owners making insurance claims due to severe hail and storm-related roof damage. He often recommends higher-end and SBS-modified asphalt products, but began offering metal roofing due to a surge of consumer interest. After experimenting with a few metal systems, McCollum settled on Matterhorn from CertainTeed for its looks, solar-reflective color options and ease of installation.

“We really believe it’s the most beautiful metal roofing product on the market,” says McCollum. “We’ve always been a value-added contractor, so this is a good fit for us.”

Overcoming Contractor Concerns

According to McCollum, customers typically come to McRoof because they are frustrated with typical products after several roof repairs or replacements following storms. “Some have had to replace their asphalt roof every five to seven years, so we’ve always recommended higher-end products,” notes McCollum. “I’ve always understood the benefits of metal roofing when it is installed correctly, but I was concerned about introducing it into our product line with our available labor resources. What was the learning curve, and what does it take to get the job done … those were the questions I had.”

Since its inception, McRoof has relied exclusively on CertainTeed for its asphalt products. After a chance meeting with a CertainTeed Matterhorn metal roofing field representative, McCollum decided to give the product a try.

“Most of the concerns I had went away after the first one or two installations,” McCollum says. “Matterhorn is a well-thought-out product and the way it fastens and goes together is seamless. It takes a little more time to get drip edge and hips and ridges done, but once the deck is prepared, the installation of the field tile goes very quickly.”

McCollum said that on the first couple of Matterhorn roofing installations, CertainTeed sent field representatives to the project site who worked alongside McRoof installers to help them avoid any costly or time-consuming installation errors.

“Some contractors are worried about getting into metal roofing, but the monetary investment for the hand tools you need is next to nothing, and the learning curve is very low,” says McCollum. “With a metal nibbler, some snips, a crimper and a handbrake, you’re good to go. The additional revenue basically doubles the size of my company.”

Making the Sale

McCollum says that in storm-prone Oklahoma and Texas, most of his customers are open to the idea of metal roofing, which is known for its durability and longevity. Most metal roofs have a useful lifespan of more than 50 years, which is music to the ears of many homeowners living in the hail belt. He says it’s important to establish the benefits with customers and to explain the advantages of going with a longer-lasting product on their “forever home.”

“People know that metal roofing is a little more expensive than asphalt,” said McCollum. “However, customers are looking for impact, fire and wind resistance, as well as solar reflectivity. I’ve had people tell me they’ve wanted a metal roof for years, but they don’t want it to look like a barn. When you’re able to actually show customers the samples, their eyes light up.

“Clay tile is very popular in the Southwest and the Matterhorn is especially spot on,” McCollum continued. “I grew up in New Mexico surrounded by stucco homes with tile roofs and you could put a Matterhorn Tile roof in the middle of 10 clay tile roofs and you would not be able to tell the difference. It’s that good, so we think there’s a huge potential market for it with architects and specifiers.”

McCollum says contractors should consider metal roofing specialization a long-term investment. He suggested becoming a credentialed installer in order to demonstrate expertise and be able to offer better installation warranties.

“When I was looking at metal roofing, I wasn’t looking at it to make a lot of money right away,” says McCollum. “We were concerned about learning how to do it correctly as opposed to squeezing money out of the first couple of jobs. My best advice would be to find a mentor and do some training. It’s money well spent.”

TEAM

Roofing Contractor: McRoof Residential and Commercial Roofing, Edmond, Oklahoma, https://www.mcroofrx.com

MATERIALS

Metal Roof System: Matterhorn Tile, CertainTeed, www.certainteed.com/metal-roofing

S-5! Offers Free Educational Webinars April 15 and 16

S-5! invites roofing professionals to participate in an ongoing series of free informative webinars on a variety of solar and metal roofing topics designed to expand your knowledge and enhance your selling processes. On Wednesday, April 15, at noon EDT, S-5! will present Why is Metal Roofing the Perfect Solar Platform? and on Thursday, April 16, at 1:00 p.m. EDT,  the company is offering Metal Roofs: Wire Management and Best Practices.

For more information on S-5!’s ongoing series of webinars or to register, please visit https://s-5.com/webinars.

Gauge Tool Set Quickly Determines Type of Clamp or Bracket Needed

The LMCurbs gauge tool set was designed to help customers save time and money by quickly determining the type of clamp or bracket that is needed for a metal roofing application. There are two styles, one for the S-5! Utility Clamps and one for the five different profiles of the S-5! RibBrackets.

With these gauges, contractors can instantly determine which clamp or RibBracket best fits the metal roof profile while at jobsite. These gauges will greatly reduce the need for shipping out samples to test fit. For the estimators and installers that need to provide a quick estimate and/or begin an expedited install, these gauges could easily save a day or two of back and forth trying to determine the correct product, according to the manufacturer.

Customized laser etching is available, allowing companies to hand them out to their customers with their contact information.

Applications and uses include:

  • ColorGard
  • Dual-Gard
  • LMCurbs IDS
  • LMCurbs SnowGuard
  • SnoRail/SnoFence
  • Solar
  • Solar Attachment 
  • Tools & Hardware
  • Utility
  • X-Gard

For more information, visit www.lmcurbs.com

MRA Kicks Off Trade Competition For Best Residential Metal Roofing Projects

The Metal Roofing Alliance (MRA), the nonprofit trade organization representing the industry in the United States and Canada, is kicking off a quarterly competition for roofing contractors, installers and manufacturers to select the best residential metal roofing projects for 2020.

Open to U.S. and Canada contractors, installers and manufacturers, MRA officials will select one outstanding metal roofing project each quarter based on project appearance, performance and originality/use of materials. The winning entries will be highlighted and featured on MRA’s website and across its digital channels, which attract hundreds of thousands of homeowners interested in metal roofing each year. Interested participants may upload their project photo along with a 200-word or less description for why their metal roofing project is worthy of top honors online at metalroofing.com. MRA’s quarterly honorees for 2020 will be selected in March, June, September and December and only residential metal roofing projects in the United States and Canada will be considered. 

“Our goal is to celebrate and call attention to the outstanding work that is being done out there in the industry. MRA members support quality standards and best practices that help ensure metal roofs deliver exceptional, long-lasting reliability that performs as beautifully as it looks,” said Renee Ramey, MRA Executive Director. “That’s important, because a quality metal roof not only maximizes a home’s curb appeal, but it can outperform anything else on the market when it comes to durability, low-maintenance and sustainability.” 

For more information about how to enter MRA’s “Best Metal Roofing” competition for the trades, visit www.metalroofing.com.

CEO of S-5! Attachment Solutions to Present Metal Roofing Seminar at IRE

At the International Roofing Expo (IRE) in Dallas, S-5!’s Founder and CEO, Rob Haddock, will present the educational session titled “Understanding Metal Roofing: Part I and II,” providing the opportunity for attendees to earn continuing education credits.

On Wednesday, Feb. 5 beginning at 7:45 a.m., Haddock will present an introduction to Understanding Metal Roofing: Part I. Often billed as “Metal Roofing 101,” the course includes technical information presented in a common-sense fashion that makes the art and science of metal roofing clear, concise and understandable. Topics include the history of metal roofing, metals and metallic coatings, metallurgy, galvanic weathering and material selection criteria. Also covered: fabrication and manufacturing techniques, various seam types and panel profiles in addition to underlayments, the use and misuse of sealants, seam technologies and the principles of thermal cycling and panel anchorage.  

Then, later on Wednesday morning beginning at 9.30 a.m., Haddock will present an advanced course building on the metal roofing essentials. This extended course, Understanding Metal Roofing: Part II, will cover the coil coating process, common and popular steep slope construction and critical details of low slope installation, in addition to curved applications and wind issues. Finally, the program delves into system design, drainage principles and system selection criteria, including the principles of water-shedding and hydrostatic designs. 

Contractors, architects, specifiers, roof consultants, engineers, building owners, maintenance staff and sales professionals will benefit from these sessions.  

The course instructor, Rob Haddock, is a well-known expert in the field and has worked in various aspects of metal roofing for almost five decades ― beginning as a laborer, then contractor, then forensic consultant, technical author, educator, innovator and Founder and CEO of S-5! attachment technologies. His writings and lectures (which number in the hundreds) have been translated into at least 10 languages, and he has won awards from MCA, CSI, ASTM, MBMA. His innovations have received more than 50 patents. For 27 years he has been a featured speaker at industry tradeshows, METALCON and IRE. Rob’s practical experience, colorful background and world travel add flavor to his technical expertise resulting in a “must-attend” course that is as poignant as it is entertaining for every educational or experience level in metal roofing trades and practices.

“Rob leads you down the path to understanding with such humor and simple clarity, you not only go away understanding, but remembering,” said former course participant, Darrell T. Blair.

S-5! Will also introduce its new GripperFix technology at the International Roofing Expo. Attendees are invited to stop by S-5! Booth #2622 to see first-hand its new universal GripperFix system, which is designed to make mounting almost anything on standing seam and exposed-fastener roof profiles simple and easy.

For more information about S-5!, visit www.S-5.com.

For more information about the educational sessions at IRE, visit https://explore.theroofingexpo.com/Attendee/conference/sessions.

Utility Mounting System for Metal Roofs

S-5! introduces the universal GripperFix utility system for standing seam, exposed-fastened, and trapezoidal metal roof profiles. Mount almost anything with this safe and cost-effective system that uses only struts, S-5! clamps or brackets and tabs. Install HVAC, satellite dishes, inverters, conduit, communication equipment, service walkways, light fixtures, and more without using improper materials that can compromise both the equipment and the integrity of the roof itself. Using concrete blocks for ballast is unsafe and causes destructive corrosion. According to the manufacturer, this all-aluminum and stainless system will last the life of the roof.

For more information, visit www.S-5.com

Morin Names Sales Manager for Texas and Oklahoma

Eric Ramirez joined Morin in Texas earlier in 2019, appointed to the position of Regional Sales Manager for the West, South Central Territory at Morin; he is responsible for Texas and Oklahoma. According to the company, Ramirez has already added value to the team by leveraging his prior single-element metal roof and wall experience, including consultative sales and architectural specification development. 

As the primary point of contact for sales in Texas and Oklahoma, Ramirez is responsible for growing sales in the market by supporting the company’s current customers and identifying new opportunities for its unique integrated architectural line of roof and wall products. He enjoys developing differentiated specifications and design ideas and can now leverage his architectural and technical knowledge using an expanded palette of panels. Ramirez resides in Fort Worth, Texas, and can be reached at ericr@morincorp.com or via phone direct at (682) 225-9020.

For more information, visit www.morincorp.com

ATAS Introduces New AIA Continuing Education Course on Metal Roofing

A new AIA approved course, “Metal Roofing: History, Material, and Application,” is now available from ATAS International Inc. The learning objectives for the course include:

  • Observe and recognize the history of metal roofing and the different types of metal used
  • Explain the manufacturing process and the importance of finish coatings
  • Describe the differences between low slope roof systems and steep slope roof systems
  • Understand the environmental benefits, sustainable technology and the features of metal roofing

A total of nine AIA approved courses are now offered by ATAS, three of which can also be taken online. All are approved for health, safety, and welfare (HSW) learning units by the American Institute of Architects’ Continuing Education System. 

The three courses available online are:

  • Demystifying Rain Screen Systems Utilizing Metal Wall Panels 
  • Metal Roofing: History, Material, and Application 
  • Sustainable Building Envelopes

Three of ATAS’ courses are also approved by Green Business Certification Inc. (GBCI), including the Sustainable Building Envelopes course available online. All three of the online courses, in addition to the six others, are available as in-person live learning sessions. As a registered AIA Continuing Education Passport Provider for many years, ATAS can also offer continuing education credit for two live plant tours: a facility which manufactures building envelope components from metal, and a metal coil coating facility.

Lee Ann M. Slattery, ATAS’ Sales Support Manager, stated, “We are pleased to add to our course offering, and to provide continuing education in a variety of ways. ATAS understands that online learning opportunities are desirable, in addition to live learning sessions. We will continue to offer all nine of our courses in-person for those located across the country who are seeking to bring education into their firms.”

All of ATAS International’s continuing education courses can be found at https://www.atas.com/education.

For more information, visit www.atas.com.