Industry Q&A: Fred Malik, Managing Director of FORTIFIED

Fred Malik is managing director of FORTIFIED, a voluntary construction and re-roofing program based on decades of research from the Insurance Institute for Business & Home Safety (IBHS). A nationally recognized building method, FORTIFIED is designed to strengthen homes and commercial buildings against specific types of severe weather such as high winds, hail, hurricanes and even tornadoes.

Q: Tell us a little bit about your background. How did it help prepare you for your role with FORTIFIED?

A: Although my academic focus was not construction, working for a large homebuilder with a structured training plan helped me build a solid foundation in construction methods and project management. I spent 15 years moving through different levels of responsibility, touching all aspects of operations, including site supervision, estimating, sales, and construction staff management. My background in construction gives me industry insight into how the science-backed research at the Insurance Industry for Business & Home Safety (IBHS) can be applied in the field.

Q: How did FORTIFIED get its start? What is its mission?

A: The FORTIFIED program was developed based on research by IBHS to identify common vulnerabilities in typical construction and ways to strengthen those areas to reduce storm damage. An early iteration was introduced over two decades ago with a program called FORTIFIED for Safer Living, which was designed to create the most durable homes possible. The standard helped to reduce the risk of damage from hurricanes, flooding, fire (wildfire and internal fire), seismic, severe winter weather and internal water loss. Because the standard included extensive, code-plus requirements, the cost for homeowners was significant, and it was virtually impossible for existing homes to qualify. While FORTIFIED for Safer Living did produce incredibly durable houses, participation was limited, with less than 500 homes earning a designation.

In 2009, IBHS shifted its strategy for the FORTIFIED program with the intent of ensuring its research could make a more substantial impact in communities. We took a different approach to risk protection and created the FORTIFIED Home program. Rather than trying to protect against every possible hazard, FORTIFIED Home focuses on the most dominant hazards like wind, wind-driven rain, or hail for a particular geographic area. While the new program continues to improve the durability of new building stock, it also addresses the enormous vulnerability of existing homes.

Because FORTIFIED Home is more affordable and achievable, it better fits the IBHS mission of helping property owners to reduce or eliminate avoidable loss caused by natural disasters.

Q: How has the suite of FORTIFIED programs grown and expanded over the years?

A: FORTIFIED now includes three programs: Home, Commercial and Multifamily, and all three are growing in similar ways.

FORTIFIED Home focuses primarily on residential construction based on the International Residential Code, like single-family detached homes or townhomes. It is our most established program, with more than 50,000 designations already issued.

FORTIFIED Home has experienced rapid growth in recent years, as more homeowners are looking for ways to better prepare their homes for increasingly frequent severe weather. Also spurring growth, several states and jurisdictions have created innovative incentives to promote resilient construction and re-roofing. Some have even established FORTIFIED Roof grant programs to help their communities adapt in the face of a changing climate. This has resulted in the strengthening of tens of thousands of homes in a relatively short period of time.

After FORTIFIED Home gained traction, the voluntary beyond-code construction standard was adapted to strengthen commercial properties. In addition to addressing property loss, FORTIFIED Commercial also includes requirements that support business continuity.

In 2022, IBHS expanded the FORTIFIED standard again and introduced FORTIFIED Multifamily. Millions of American families that live in affordable housing are disproportionately impacted by natural disasters; government agencies across the country are requiring or incentivizing FORTIFIED in their housing programs. Already, hundreds of millions of government dollars and other forms of financing are linked with the program, which we expect will lead to more rapid growth than the other programs initially saw.

Q: What types of buildings do the programs cover?

A: Based on decades of research by IBHS, our suite of programs has now evolved to minimize the risk of storm damage for residential, light commercial and high-density residential buildings.

FORTIFIED Home applies to construction based on the International Residential Code, including single-family detached homes or modular and other forms of manufactured homes. Additionally, attached structures such as townhouses and duplexes are included.

FORTIFIED Commercial applies to construction based on the International Building Code and includes requirements allowing businesses to quickly re-open following hurricanes, tornadoes and other severe weather.

FORTIFIED Multifamily covers high-density residential buildings such as apartments, dormitories, condominiums and mixed-use structures.

Q: How can the FORTIFIED programs benefit homeowners and property owners?

A: First and foremost, FORTIFIED benefits property owners by reducing storm damage, which means fewer financial losses, minimized disruption and a lower likelihood that families will be dislocated post-catastrophe. Major repairs often disrupt a normal life or business. In many cases, people are forced out of their homes and into hotels, shelters or a family member’s home. Sometimes, those temporary living conditions are a great distance away and can last for an extended period. For businesses, being shut down because of storm damage can be devastating, too. Studies estimate that about 40 percent will never reopen after being hit by a natural disaster.

FORTIFIED can also help with the availability and affordability of property insurance by making properties better risks. Finally, homebuyers and potential tenants value safety and durability. For example, homeowners in Alabama have seen increases in the resale value of their FORTIFIED homes by 7 percent or more compared to a traditionally built home. Similarly, a recent survey of renters across the Southeast showed that residents are willing to pay higher rent to live in a resilient home.

Q: How can contractors and roofing professionals benefit from participating with FORTIFIED?

A: Resiliency is still an emerging trend, much like where energy efficiency was 10 or 15 years ago. Contractors and roofing professionals who offer FORTIFIED now can benefit by differentiating themselves from their peers. The program provides free and paid resources that help contractors increase their expertise in resilient construction and re-roofing. By establishing themselves as leaders in storm-resistant construction, they become more attractive to potential clients.

There are also some more direct financial benefits. Offering FORTIFIED is an opportunity to raise sales and increase the potential for higher margins on projects. Certified contractors can use the FORTIFIED resources, including images and videos from our research to help drive sales of resilient homes or roofs. Additionally, the strict requirements of the FORTIFIED standard can help increase the sales of an upgraded system-based solution to increasingly resilience-focused buyers.

Another benefit roofing contractors and builders get from offering FORTIFIED is a dramatic decline in callbacks and warranty calls. This can be a huge reduction for contracting companies who pay labor and materials each time they go back and fix an item under warranty. This high-level performance not only strengthens the bottom line; it also helps a contractor build a reputation for homes or roofs that last, leading to more “word of mouth” referrals.

Q: What types of training programs and resources do you offer for roofing professionals?

A: FORTIFIEDHome.org offers, at no cost, technical documents, including the FORTIFIED Home standard, checklists, standard details, corrosion resistance maps and training videos. Similar documents can be found at FORTIFIEDCommercial.org and FORTIFIEDMultifamily.org.

FORTIFIEDWise.com is our online learning management system which provides in-depth training courses for different disciplines, including roofing contractors, construction professionals and FORTIFIED evaluators. IBHS certification, which contractors can receive after completing the courses and passing the exam, enables them to be listed in our provider network (at no additional charge) — another way to differentiate yourself from competitors.

Q: Are there other opportunities for roofing professionals with FORTIFIED?

A: Roofing professionals have a valuable understanding of construction and are eligible for certification as FORTIFIED evaluators. Those looking to come down from the roof or just looking for a change can use their experience to help provide verification and documentation of FORTIFIED jobs. It’s an opportunity for those who would like to transition into a different role and apply their hard-earned expertise in a different way.

Q: How can interested contractors get more information about FORTIFIED?

A: Contractors can explore becoming part of the program by visiting FORTIFIEDHome.org, which provides an overall description of FORTIFIED in easy-to-understand terms and includes short videos that offer additional details. There is also a dedicated webpage for building professionals with an overview of the program, technical resources and testimonials from current FORTIFIED pros.

If someone wants to get a flavor for the formal training, they can register for the FORTIFIED Fundamentals course at FORTIFIEDwise.com. This is a free, self-paced program that takes about 25 minutes to complete and walks contractors through who IBHS is, the science behind the standard, and the FORTIFIED program process and requirements. It provides a high-level look at the FORTIFIED process and requirements to help contractors understand what’s involved and decide how they want to move forward.