Tips for Avoiding Dead Ends on Roofing Projects

Discussing attic ventilation requirements with homeowners as part of a roofing project can trigger raised eyebrows, doubt, frustration, and objections — especially if homeowners are hearing about attic ventilation for the first time. Many existing homes —especially older ones — lack proper attic ventilation, which consists of a balanced airflow system of intake and exhaust ventilation. In our recent podcast interview with Katie Riley, estimator and claims specialist with Grindstone Roofing in Joliet, Illinois, she shared the top three objections she hears and how she overcomes them.

“How Much is this Going to Cost Me?”

“Always the first objection is money,” Riley says. “They’ll say, ‘How much is this going to cost me? Come on, I thought we had a price already, how much more is this going to cost?’ And most of the time I’m able to explain that upgrading their attic ventilation is not that expensive. It’s pretty cost effective as part of an overall roofing project. The only time I see it getting a bit expensive is when we have to upgrade their soffit intake ventilation.”

To help with the cost, Grindstone Roofing offers homeowners financing options with payment plans. “Nine out of 10 times, homeowners accept the price after an explanation. But money is always the first question when I sit down at the table with homeowners,” Riley says. “We do a lot of storm restoration work. Often the insurance company will pay for the attic ventilation upgrade after we document why it’s needed. In cases where the insurance will not cover the cost of the upgrade, our financing and payment options help the homeowner handle the additional costs.”

“My first route is always to go through the insurance company to see if they’ll cover the costs,” Riley continues. “This process includes checking the local building code requirements and shingle warranty coverage requirements as it pertains to attic ventilation. But once the homeowner fully understands the price and that insurance may or may not cover the costs, generally the response from homeowners is positive.”

“Why Do I Need this Now?”

“The second most common objection I hear is, ‘Why now? I’ve lived here for 15-20 years and it’s been fine. So why now? Why am I just now hearing about the need for proper attic ventilation? Those two turtle vents (box vents) on my roof have been doing the job for the last 15-20 years and I haven’t had any issues. So, Katie, why are you telling me now that it’s not good enough?’” Riley says, sharing a typical homeowner’s reaction.

To address this objection, Riley points to the age of the roof and the current building code requirements. “Usually we are working on older roofs that were installed many years ago. Building codes have changed over the years. What was installed then may no longer be up to code today,” Riley notes. “We need to install an up-to-code roof. Being a professional roofing company, we don’t want to simply install whatever was up there originally if what was up there does not meet current code standards.” (Note: Chapter R806 is the attic ventilation section of the International Residential Code, which is reviewed for updates and released every three years, including 2024.)

“My Family Said I’m Good to Go”

The third common homeowner objection Riley hears involves family and friends. “I hear a lot of homeowners say, ‘My father or brother or cousin or close friend checked out the attic ventilation and said it is OK as is,’” Riley says.

“Of course, I like to hear everything about the family members and friends who are good at what they do, but I’d like to bring to the table what I’m good at — providing the correct information,” Riley continues. “I want to provide homeowners with the details they’ll need to fully understand what attic ventilation does. I want them to understand how it affects what’s happening inside the home and possible consequences it can prevent and what can happen in the future if the incorrect attic ventilation continues.”

Riley takes each homeowner visit case-by-case, explaining the current situation — which might involve not enough attic ventilation, too much exhaust but inadequate intake, or zero attic airflow — and outlining a plan to get it fixed. The key is explaining why it needs to be done. “My explanation covers attic heat buildup in the summer affecting cooling costs, possible attic moisture buildup in the winter months causing mold and wood rot from water vapor indoors rising, and our Chicago-area ice dams,” she says. “Proper attic ventilation has a hand in fighting all of that. Once the facts are on the table, it’s very clear to understand and most homeowners do.”

Riley admits this particular homeowner objection can be tricky because you don’t want to dismiss what a family member or close friend has recommended. “Building a rapport with the homeowner helps open their eyes to another way of looking at the situation.”

After hearing and overcoming homeowner objections, Riley believes the path toward moving forward with the roofing project is clear. “There’s really no more to say that leaves any questions for the homeowner,” Riley says.

Be Prepared

When it comes to handling homeowner objections, Riley does her homework. “I always like to be prepared before I sit down at the table with homeowners,” she says. “So, before I sit with them and go over numbers and rebut these common objections, I review their project myself. I go over all of their roofing components completely, making sure I fully understand what they need and why. I have everything written out along with an itemized price. I’ll list the finance options. That way, I can pretty quickly respond to any questions when I do eventually sit down with them. And whatever comes up when I’m visiting with the homeowner, I can handle it on the spot. Together the homeowners and I will come to a solution and agreement.”

“The keys to overcoming objections for me have been being prepared, providing the homeowner with everything they need to know, building a rapport, and showing that as a roofing professional you know what you’re talking about,” Riley says. “It’s helped me overcome any homeowner objection at any point not just about the attic ventilation, but any aspect of their roofing project.”

Riley uses visuals such as diagrams and photographs of actual vents showing the ins and outs of proper attic ventilation during her visits with homeowners to help explain how it works and the benefits it provides. “Some of the visuals I picked up from your seminar and they’ve been very helpful,” she notes. “Not many homeowners are going to be as much as a roofing/attic ventilation nerd as I am, so the visuals help explain things.”

Dead Ends Become Opportunities

While Riley acknowledges some homeowner objections can result in the roofing project not moving forward, she quickly adds that dead ends are infrequent. “Being prepared and having a good team is really what helps move the project along,” she says. “I am very spoiled because my team at Grindstone Roofing gets me all of the photos I need to do my job properly along with a very thorough inspection. By the time I sit down with the homeowner I have everything I need for whatever might come up during the visit.”

One such example of having handy photos Riley shared during our podcast interview involved painted-over soffit vents. Many homeowners like the cosmetic look of painted soffits, but if the paint clogs or hinders the airflow, it can negatively affect the overall attic ventilation and lead to problems. Riley has such photos at her disposal, and they can help document why the problem needs to be fixed as part of a roofing project.

“The biggest golden nugget I can pass along to fellow roofing pros is to always be prepared. Do everything at 110% when it comes to roofing tear-offs and rebuilds because it’s the biggest part of the project protecting these homeowners — the roofs over their heads,” Riley says. “If you do care about what you’re doing and care about doing it properly and well, it’s going to show in front of the homeowner. So, it’s not ‘Hey, I’m trying get more money out of this project,’ or ‘I’m going to prove your father, brother, cousin was wrong,’ — it’s actually ‘I know my craft and I care about what’s over your head while you live here.’”

About the author: Paul Scelsi is marketing communications manager at Air Vent and leader of its Attic Ventilation: Ask the Expert seminars (airvent.com). He’s the chairperson of the Asphalt Roofing Manufacturers Association Ventilation Task Force and the author of the book, Grab and Hold Their Attention: Creating and Delivering Presentations that Move Your Audience to Action. For more information, visit airvent.com and gibraltarbuildingproducts.com.

About the Author

Paul Scelsi
Paul Scelsi is marketing communications manager at Air Vent Inc. and the leader of its Attic Ventilation: Ask the Expert seminars for residential roofing professionals. He also is chairman of the Asphalt Roofing Manufacturers Association Ventilation Task Force.

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