Roofing Contractor February 2012

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Author: Rick Damato

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FEBRUARY 2012

RC02124Poly_cc.indd 1

1/19/12

Legoland

Putting it All Together

THE

Springer-Peterson Roofing & Sheet Metal

Official

PUBLICATION of the International Roofing Expo www.roofingcontractor.com

> Also Inside:

State of the Industry Report Sponsored by GAF

Most Effective Algae Solution

Algae Resistant Roofing System

Roof with the Scotchgard™ AR System.

Roof without the Scotchgard™ AR System.

©3M 2011. All rights reserved.

™

Scotchgard Algae Resistant Roofing System. Available Coast-to-Coast. The Scotchgard Roofing System utilizes 3M copper roofing granules as the technical solution to the roof algae problem and is the only algae resistant roofing system effective enough to earn the Scotchgard name. The Scotchgard Roofing System enables a roof to retain its natural beauty and performance. No other AR system warrants against roof algae longer than the Scotchgard Roofing System.

The Scotchgard Difference. The Scotchgard logo on quality shingle brands is assurance that the shingle possesses optimal long term algae and stain resistance. Scotchgard provides a wide range of standard, proprietary and custom blend granule colors which allows nearly unlimited design options to reflect current trends or create total exterior color schemes. Better granules do make better shingles. That’s why quality shingle manufacturers choose roofing granules from 3M.

3M ROCKS.

www.scotchgard.com/roofinggranules

Check out Roofing Contractor’s

DIGITAL E

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ontractor.com Web Exclusives at www.RoofingC For the Digital Tool Belt: The Hydrotech Hydrology Tool

FEATURES 40 Building Homes and Hope in Haiti . . . . . . . . . . . 46 Project Profile: Spaceport America . . . . . . . . . . . 56 National Footprint . . . . . . . . . . . . . . . . . . . . . . . 64 State of the Industry Survey . . . . . . . . . . . . . . . . 72 State of the Industry Report . . . . . . . . . . . . . . . . 80 Contractor Profile . . . . . . . . . . . . . . . . . . . . . . .113

Volume 32, Number 2

CONTENTS

Putting it All Together at Legoland . . . . . . . . . . . .

80

ABOUT THE COVER Springer-Peterson Roofing FEBRUARY 2012

COLUMNS

& Sheet Metal employees involved in the LEGOLAND

6 Measuring Up by Monroe Porter . . . . . . . . . . . . . . . . . . . . . . 20 Legally Speaking by Richard D. Alaniz . . . . . . . . . . . . . . . . . . 24 Sustainable Roofing by Dr. Jim Hoff . . . . . . . . . . . . . . . . . . . . 30 Zero to Hero by Ken Kelly . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Leadership Selling by Rick Davis. . . . . . . . . . . . . . . . . . . . . . . 36 Guest Column by Diane Helbig . . . . . . . . . . . . . . . . . . . . . . . 38

Florida project included (front

Editor’s Note by Rick Damato . . . . . . . . . . . . . . . . . . . . . . . . . . .

DEPARTMENTS

8 New Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Focus on Ventilation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 Product & Literature Showcase . . . . . . . . . . . . . . . . . . . . . . 105 Classifieds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108 Advertiser Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 Industry News. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

twitter.com/roofcontr

4

RoofingContractor February 2012

www.facebook.com/RoofingContractor

row) Jared Contat, Daniel

Legoland

Putting it All Together Springer-Peterson Roofing & Sheet Metal

Boatwright, (back row) Greg

THE

Farris, Diana King, and Eric

Official

PUBLICATION of the International Roofing Expo

www.roofingcontractor.com

> Also Inside:

State of the Industry Report Sponsored by GAF

Wanner. Photo courtesy of Springer-Peterson.

2012 International Roofing Expo Exhibits & Conference February 22-24, 2012 Orange County Convention Center Orlando, Florida www.TheRoofingExpo.com

Western States Roofing Contractors Association (WSRCA) 38th Annual Convention and Trade Show Western Roofing Expo 2012 June 24-27, 2012 Paris Las Vegas Hotel, Las Vegas, Nevada www.wsrca.com

EDITOR’SNOTE Grounds for Optimism

W

hile it is not routine for me to use this space to tell you about other editorial features in the magazine, I just cannot contain my enthusiasm over our annual State of the Industry Report. The process of preparing this report began months ago and involved many folks, not only from the Roofing Contractor staff, but a number of other roofing industry professionals. The team at BNP Market Research conducted and tabulated the survey of roofing contractors that formed the basis of the report, which you will find on page 72 of this issue. Roofing contractors are, by their nature, optimistic entrepreneurs. If not, they would not be in this business. But it was very encouraging to see that roofing contractors largely believe that the business in 2012 will improve, at least as far as sales go. The recession that has officially been over for nearly three years is being followed by such a long and slow recovery that finding optimism has been tough. Guess I just love good news, even if it is in the form of an opinion. And a majority of the roofing contractors we surveyed anticipate a year-over-year increase in sales in 2012. The survey was not all sweetness and light. Roofing contractors are expecting a good number of challenges in the coming year. There are recurring issues such as attracting work and lowball pricing. This year, however, there is more than the average amount of concern among contractors about government regulations. Indeed, we should all be concerned. Not only are we dealing with enhanced workplace safety rules — we seem to be dealing with enhanced enforcement of those rules. Many roofing contractors feel they are being targeted by the federal government and are moving forward with caution. I am no fan of government regulation, but hope that industry interests and government’s desire to change things will come together this year to bring about rules that make sense for workers and consumers alike. One challenge that you may call optimistic or pessimistic, depending on your own take, is qualified labor. Over the course of the recession and slow recovery we have not been hearing a lot of noise about labor. The idea of immigration reform, which everyone seems to agree we need while not agreeing how to accomplish it, is still on the horizon. With an election on the way I do not believe it will happen anytime soon. When the work starts coming back in at a good pace, labor may quickly move to topic “A.” If the most optimistic forecasts come true, competing for work and pricing may fall back on your to-do list in favor of finding the troops you need to get work done. It is my fondest desire that many of you roofing contractors will be challenged this way in 2012. Chris King has done a remarkable job delivering a concise report on where we find ourselves in the roofing industry at the leading edge of 2012. I highly recommend you read the report to find out why I am so excited.

For subscription Information/Questions, Call: 847.763.9534 A Publication Of BNP Media 2401 W. Big Beaver, Suite 700, Troy, MI 48084 Phone: 248.362.3700 Fax: 248.362.5103 Web site: www.roofingcontractor.com

Publisher Jill Bloom 313.570.7157 [email protected]

Editorial Editorial Director . . . . . . . . . . . . . . . . . Rick Damato 770.246.3448 [email protected] Editor . . . . . . . . . . . . . . . . . . . . . . . . . . . . Chris King 248.244.6497 [email protected] Associate Editor . . . . . . . . . . . . . Stephanie Fujiwara 248.786.1620 . . . . . . . . . . [email protected] Senior Art Director. . . . . . . . . . . . . . . . Scott Hilling 248.244.1276 [email protected]

Sales Sales Manager/Publisher. . . . . . . . . . . . . Jill Bloom 248.244.6253 [email protected] West and Southeast Sales Manager . . Marcia L. Wright 925.600.8571 [email protected] Northeast Sales Manager . . . . . . . . . . . . . . . Liz Obloy 248.244.6423 [email protected] Classified Advertising . . . . . . . . . . Karen McConnell 248.244.1738 [email protected]

Production Production Manager . . . . . . . . . . . . . Jennifer Nagel 248.619.6471. . . . . . . . . . . . . . . [email protected]

Circulation For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail [email protected]

Audience Development Specialist . . . . . . Christina Roth Single Copy Sales . . . . . . . . . . . . . . . . . . . Ann Kalb 248.244.6499 [email protected]

Marketing Reprints . . . . . . . . . . . . . . . . . . . . . . . . Kristina Lorio 248.786.1579 [email protected] Marketing Manager . . . . . . . . . . . . . . . Paul Dykstra 248.786. 1677 [email protected]

List Rental POSTAL AND EMAIL CONTACTS: Kevin Collopy Sr. Account Manager Phone: 845-731-2684 Toll Free: 800-223-2194, ext. 684 Email: [email protected]

Shawn Miller Account Manager Phone: 845-731-3828 Email: [email protected]

Corporate Directors Publishing: John R. Schrei Corporate Strategy: Rita M. Foumia Information Technology: Scott Krywko Production: Vincent M. Miconi Finance: Lisa L. Paulus Creative: Michael T. Powell Directories: Nikki Smith Human Resources: Marlene J. Witthoft Events: Scott Wolters Clear Seas Research: Beth A. Surowiec BNP Media Helps People Succeed in Business with Superior Information

Rick Damato Editorial Director [email protected] P.S. — If you are interested in a copy of the entire State of the Industry survey, please contact Andrea Littles of BNP Market Research at [email protected].

6


ROOFING CONTRACTOR (ISSN 1098-1519) Volume 32, Issue 2 is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2012, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: ROOFING CONTRACTOR, P.O. Box 2149, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to ROOFING CONTRACTOR, P.O. Box 2149, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

Lee Franciscus, CEO, Franciscus Inc.

A roofer’s name is only as good as his materials. That’s why Franciscus Incorporated, a nationally recognized contractor operating in Ohio, is sold on Novaflex ® metal roof sealants. “Novaflex is better on metal-to-metal and metalto-masonry than other sealants,” said founder and CEO Lee Franciscus. “Better on Kynar ®, too. Ever since we first tried it, it’s been our number one choice.” Novaflex provides superior flexibility and adhesion to metal, coated metals, wood, masonry, PVC and most Lee Franciscus, CEO common construction materials. It extrudes down to 0˚F, becoming tack-free in 10 minutes and completely cured in up to two days. “And clean up is so much easier than when we used the competition,” said Lee. But it’s performance over time that counts, because nothing cuts into profit like callbacks. “Since we’ve used Novaflex we haven’t had any callbacks,” said Lee. “Novaflex costs the same as the competition, so we’re paying the same price for a much better product.”

Angie Franciscus, CFO

Call 800-380-0138 for a free sample of Novaflex and find out for yourself. Scan here to order a free sample of Novaflex. ®

When you want the seal to last Novagard Solutions ™ 5109 Hamilton Avenue Cleveland, Ohio 44114

Toll Free: 800.380.0138 www.novagard.com

Visit us at the International Roofing Expo in Orlando, Florida, Booth #1672

INDUSTRY NEWS Owens Corning Launches Limited Lifetime Warranty TOLEDO, Ohio — Owens Corning announced that Owens Corning Roofing and Asphalt launched the new System Advantage™ Platinum Limited Lifetime Warranty exclusively available to Owens Corning Roofing Platinum Preferred Contractors. Beginning Feb. 1, 2012, the new Platinum Warranty provides Owens Corning Roofing Platinum Preferred Contractors the ability to offer homeowners limited lifetime workmanship warranty coverage for roofs installed on single family detached homes. This new enhanced offering will replace the Platinum Promise™ Limited Warranty which currently covers workmanship for up to 25 years. “As members of this premiere network, Owens Corning Roofing Platinum Preferred Contractors now have the exclusive ability to offer additional workmanship coverage through an industry-leading Platinum Warranty,” said Sheree Bargabos, president, Owens Corning Roofing and Asphalt. “Because of our continuing commitment to innovation and focus on what homeowners truly value, we have the confidence and ability to offer this enhancement to our warranty program.” “Our Platinum Preferred Contractors have consistently demonstrated high

quality workmanship practices and continue to provide an extraordinary experience for the homeowner,” added Bargabos. “This new warranty offering gives homeowners exceptional value when selecting an Owens Corning Roofing Platinum Preferred Contractor.” For more information, visit www. owenscorning.com.

EDITORIAL ADVISORY BOARD JAY BUTCH CertainTeed Corp.

DUANE CUMMINGS The Sensational Group

JOHN D’ANNUNZIO IRT-Paragon Inc.

JOHN DEROSA JR. IKO Manufacturing

KEN KELLY Kelly Roofing

KEVIN KENNEDY

ATI Adds to Suite of Roof Services

Beacon Exit Planning

STEVE LITTLE

YORK, Pa. — In October 2011, Architectural Testing, Inc. (ATI) introduced a comprehensive list of services to the

KPost Company

BILL MABRY Owens Corning

CHRIS MOONEY GAF Materials Corp.

NEIL ROBINSON TAMKO

roofing industry designed to address the needs of manufacturers, insurance companies, certification agencies, code officials and other interested parties. ATI rounded out their roof services with the addition of fire testing, which

they added to their IAS-accreditation scope earlier in 2011. Other roof services provided by ATI help to determine a product’s resistance to weather, fire, and impact; to establish its structural performance; to measure its acoustical and thermal properties; and to demonstrate its ability to meet the requirements of key jurisdictions, the Cool Roof Rating Council, and Energy Star programs. ATI performs tests and evaluations for all roof-associated products, materials, and systems, including skylights, tubular

Polyglass Celebrates 20 Years in Business in the United States DEERFIELD BEACH, Fla. — Polyglass U.S.A., Inc. is celebrating 20 years of doing business in the United States in 2012. The company plans on celebrating this milestone at the 2012 International Roofing Expo and other events throughout the year. Originating in Italy in the 1960s, one of the founders of Polyglass SpA, Romano Zanchetta, decided to expand into the United States and opened its doors to the first U.S. manufacturing facility in Fernley, Nev. in 1992. Since then, Polyglass has grown to having three U.S. manufacturing facilities servicing North America, has launched innovative products such as its self-adhering membranes with ADESO® Technology, and has grown its product offering beyond modified bitumen membranes with its full line of coatings, mastics and white elastomeric coatings. In 2008, Polyglass was acquired by Mapei Corp. providing an even deeper commitment to continuing to offer innovative building solutions to contractors. “It is exciting to be celebrating 20 years of doing business in the U.S.,” said Polyglass CEO, Natalino Zanchetta. “There are many people that contributed to this achievement and we thank them for their support and business over the past 20 years. I look forward to continuing to provide innovative roofing solutions to contractors.” For more information, visit www.polyglass.com.

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INDUSTRY NEWS daylighting devices (TDDs), solar panels, ridge vents, gutter systems, as well as edge flashing and coping details. To complement its testing capabilities, ATI also provides forensic and engineering services, certification programs and thirdparty follow-up inspections. “Rather than specializing in only one or two tests, we offer all of the desired services necessary to evaluate roof products,” said Chad Buhrman, industry manager, RoofServices, at Architectural Testing. “ATI’s goal is to be the single-source solution for the roofing industry. You can come here and get it all done.” As part of their suite of roof services, ATI provides code evaluation, test plan development, engineering, testing, product evaluation, and certification programs, including Listing and Labeling Services. For more information, visit www. archtest.com.

iPhone (plus, iPod Touch & iPad) and Android users should visit the App Store or Android Market on their phone and search for Roofing 2012. Blackberry and all other web browser-enabled phone users should point your mobile browser to http://m. core-apps.com/ire2012 to be directed to download the proper version of the app for

your particular device, or on some phones, bookmark this page for future reference. The 2012 International Roofing Expo will take place Feb. 22-24, in South Hall A at the Orange County Convention Center in Orlando, Fla. For more information, please visit www.TheRoofingExpo.com/ attendee.

Premeasured. Prefabricated.

IRE Releases New Mobile App DALLAS — International Roofing Expo (IRE), in partnership with Marylandbased Core-Apps, has released a new mobile app available for iPhone, iPad, Android and Blackberry. The new offering gives attendees and exhibitors access to a fully integrated trade show solution that streamlines real-time information including alerts, interactive floor map and networking tools. “The Roofing Expo App is a great tool that will really make your trip to the show even more productive,” said Rick McConnell, president of Hanley Wood Exhibitions, producers of the IRE. “The map feature to navigate the show floor, the calendar option, show alerts and detailed seminar information updates are just a couple of the cool features that will enhance your show experience. Be sure and download as soon as you can.” The Roofing App provides easy-to-use interactive capabilities, featuring a dashboard with real-time info; an interactive floor map; alerts from the show organizer; networking tools to stay connected to colleagues and friends; and Twitter and Facebook integration.

Pre-engineered.

At Duro-Last®, we sweat the details. You get the credit. Each Duro-Last® roofing system is precision-fabricated to perfectly fit the building it’s designed for, right down to the stacks and flashings. Duro-Last works with you every step of the way to make sure your Duro-Last roof is delivered to the job site on spec, with all components included, and up to 85 percent of the seaming completed in our factory. That means you can install faster with less labor, in all kinds of weather, with less chance for callbacks. Best of all, the proven performance of a Duro-Last roofing system will continue to deliver value to your customers for years to come, with significant energy savings, little to no maintenance, and the best warranties in the business. If you want to satisfy your customers and build your business, it’s no sweat. Install the precision-fabricated roofing system: Duro-Last. To find out more, call us or visit www.duro-last.com/top and request our free brochure.

800-248-0280 • www.duro-last.com “Duro-Last” and the “World’s Best Roof” are registered marks owned by Duro-Last Roofing, Inc.

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WHEN MOTHER NATU IT’S IMPORTANT THAT YOU’V Making The Right Choice™ is when you don’t have to choose leave one job and know that it will lead to another. It’s the are new TruDefinition® Duration® Series Shingles stunning a patented new SureNail® Technology for performance. When

BREAKTHROUGH DESIGN A tough, woven engineered reinforcing fabric in the nailing area promotes easy, fast, and consistent gun fastening, and provides superior blow-through and nail-pull resistance. Excellent Adhesive Power Specially formulated, wide adhesive bands help keep shingle layers laminated together.

Triple Layer Protection™* A unique “triple layer” of reinforcement occurs when the fabric overlays the common bond of the shingle laminate layers, offering excellent fastener holding power.

TruDefinition® Duration® Series Shingles Teak

* This illustration depicts Triple Layer Protection and the amount of Triple Layer Protection may vary on a shingle-to-shingle basis. ** TruDefinition Duration STORM Shingles are available in select regions only. Contact your local distributor for regional availability. SureNail Technology U.S. Patent 7,836,654 and other patents pending. WeatherGuard Technology U.S. Patent 6,228,785.

URE’S IN A BAD MOOD— VE MADE THE RIGHT CHOICE™ between beauty and toughness in a shingle. When you confidence that you won’t lose sleep over callbacks. Not only with enhanced color and contrast, they are engineered with every job counts, use TruDefinition® Duration® Series Shingles.

LAYS FLAT The new reinforced nailing strip retains the lay-flat characteristics you have come to expect from Duration® Series products, meaning less potential for shingle deformation and homeowner callbacks.

SUPERIOR ADHESION Our enhanced TruBond® sealant grips tightly to the engineered fabric nailing strip on the shingle below, making it the industry’s first asphalt roofing shingle engineered to deliver 130-MPH wind warranty performance with only four nails.

TruDefinition® Duration STORM™ Shingles** In areas where Mother Nature is at her worst, TruDefinition® Duration STORM™ Shingles are designed to weather the storm. Along with SureNail® Technology, our breakthrough WeatherGuard® Technology helps them to achieve one of the industry’s highest ratings for impact resistance.

IMPACT RESISTANCE The integrated polymeric backing feature of our patented WeatherGuard® Technology helps the TruDefinition® Duration STORM™ Shingle achieve UL 2218, Class 4 for impact resistance.

TruDefinition® Duration STORM™ Shingles Estate Gray

The Right Choice.™ Stop by our booth at the International Roofing Exposition. Call 800-GET-PINK® or go to www.roofing.owenscorning.com.

INDUSTRY NEWS The Dean Company Heads to “The Big Game” CLEARWATER, Fla. — The Dean Company announced that it has been selected as the winner of the 2011 Owens Corning Play-by-Play Promotion Grand Prize — two tickets to The Big Game including airfare and lodging. The Clearwater-based roofing contractor won the sweepstakes after being entered for participating at the maximum level for two of the three Owens Corning Roofing quarterly promotions. The 2011 Owens Corning Roofing & Asphalt Play-by-Play Superbowl™ promotion was designed to incentivize roofing

contractors to take advantage of quarterly promotions to help drive installation of Owens Corning Roofing Essentials Accessories solutions. Throughout 2011, contractors that maxed their Owens Corning Roofing quarterly rebates were given VISA® Prepaid Cards, a 45-inch Pink Panther™ and were entered for a chance to win a ticket package for The Big Game. When asked about their experience working with Owens Corning, Bruce Williams, president of The Dean Company, commented, “It has been great working with the entire Owens Corning team. I frequently visit the Owens Corning PRO-

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Superior p perior Ser Service National Coverage Nation o al Co verage er Single Source gle Sourc Toll Free: (866) 537-6034 Dale Tyler, President [email protected] www.nationalroofingpartners.com

12


Connect™ website and I find this to be a fabulous tool that helps me run my business. There is so much information on this site like purchase tracking and my fund usage, warranty information and product information that is easily accessible from my office.” For more information, visit http:// owenscorningrebatecenter.acbcoop.com or www.deanroofco.com.

GAF Offers New Military Discount Program WAYNE, N.J. — As a display of gratitude to the United States military, past and present, GAF announces its “Roofs for Troops” program. Available from Jan. 1 through Dec. 31 of 2012, active military, veterans, and retirees who use a GAF Factory-Certified Contractor can receive a $300 rebate from the manufacturer when they purchase a new GAF Lifetime Roofing System and provide proof of purchase for GAF Lifetime Shingles and at least three qualifying GAF accessories. Details can be found through visiting www.military.com/discounts or

www.gaf.com/military. GAF Factory-Certified Contractors can be located easily through the home page of the GAF website at www.gaf.com. “GAF is honored to be able to give back to the brave men and women who have risked their lives to keep our country safe,” stated Paul Bromfield, senior vice president of marketing at GAF. For more information, visit www.gaf. com.

Simpson Strong-Tie Offers Truss Plates PLEASANTON, Calif. — Simpson StrongTie has recently acquired the majority of the assets of Automatic Stamping, LLC and Automatic Stamping Auxiliary Services, LLC to launch its truss plate offering. Automatic Stamping is based in Edenton, N.C., and is a family-owned business with a long history in the truss plate industry. Former owner Bill Black will continue to lead manufacturing and plate innovation operations in Edenton. “Automatic Stamping is well known in the truss industry and highly regarded as an extremely efficient, high-quality manufacturer of truss plates. We are very excited about this new venture and look forward to being able to offer our customers some of the best truss plate products in the industry,” said Mike Bugbee, vice president of the truss and component industry for Simpson Strong-Tie. Bill Black added, “It’s an honor to be affiliated with a company such as Simpson Strong-Tie who has the same integrity and determination as Automatic Stamping, LLC. We look forward to making history in the truss plate industry.” In addition to the new truss plate offering, Simpson Strong-Tie will launch an initial release of its new truss plate software later this year. The company acquired the source code of Keymark’s truss software last fall and has been aggressively developing its software and technical support capabilities in order to provide truss and component industry customers with a highquality, high-performance product offering. For more information, visit www. strongtie.com.

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INDUSTRY NEWS PIMA Releases Bulletin on Continuous Insulation WASHINGTON — The Polyisocyanurate Insulation Manufacturers Association (PIMA) has released a new technical bulletin titled “Continuous Insulation Using Polyiso Wall Sheathing: What it is, what it does and why you need it.” The bulletin

outlines best building practices when using polyiso insulation in a continuous insulation system for commercial walls. In both residential and commercial construction, continuous insulation (CI) – wrapping the exterior wall in a continuous layer of rigid foam insulation around the studs and the cavity – offers

From the ROOF to the FOUNDATION, and everything IN BETWEEN.

one of the best ways to block thermal bridging. It also results in walls with a higher R-value than using batt insulation alone. The benefits of continuous insulation include a reduction in heat loss, prevention of mold and mildew accumulation in the wall and better protection against water intrusion. “National model energy codes are advancing the way we approach building commercial and residential exterior walls by emphasizing the use of continuous insulation systems,” said Jared Blum, president of PIMA. “Building-science experts have known for some time that continuous insulation is a very effective way to insulate building envelopes for energy savings. Now, modern building codes are putting this knowledge into practice.” For more information, visit www. polyiso.org.

RSG Acquires Intermountain Supply MFM Building Products

A Pioneer in the Commercial Construction Industry for 50 Years

Roofing Membranes Underlayments Window Tapes & Flashing Waterproofing Membranes Construction & Roofing Tapes

Oh i o

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800-882-7663

14

|

Florid a

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www.mfmbp.com


SNAP IT!

Architects and builders count on MFM Building Products to provide a complete envelope of waterproofing solutions to protect their commercial structures. We manufacture over 30 brands of the toughest waterproofing and weather barrier products that seal out water from the rooftop to the foundation. Self-adhering and self-sealing, our products are designed for maximum performance, ease of installation, and reduced material and labor costs.

DALLAS — Roofing Supply Group, LLC (“RSG”), announced that on Friday, Dec. 30, 2011, it acquired Intermountain Supply, Inc. (“IMS”). RSG is a portfolio company of The Sterling Group, L.P. With locations in Seattle and Spokane, Washington, IMS is a leading distributor of residential and commercial roofing supplies and other building materials in the region. “Founded in 1995, Intermountain Supply has established itself as the leading roofing supply distributor in the state of Washington and throughout the Northwestern U.S. and has an excellent reputation,” said Mike Farrell, president and CEO of RSG. “We had identified Washington as an attractive market for RSG’s entry in 2011, and we are thrilled to partner with the IMS team to extend our footprint into this new geographic region.” RSG operates a strategic distribution network of 58 branches across 23 states, focused exclusively on residential and commercial roofing products and accessories. The IMS acquisition further strengthens RSG’s geographic position and ability to serve its customer base. For more information, visit www.rsgroof. com or www.sterling-group.com.

NEW PRODUCTS

16

Lifetime Shingles

Roof Repair Tape

GAF

OMG

GAF announces the Timberline® American Harvest™ Lifetime Shingles. The shingles feature a unique color palette, inspired by the colors of the American Heartland. The seven colors were created to complement the most popular home exterior color schemes. Custom colors include Golden Harvest, Nantucket Morning, Appalachian Sky, Brandywine Dusk, Saddlewood Ranch, Adobe Sunset and Cedar Falls. Like all Timberline Shingles, they offer modern architectural style at an affordable price. For more information, visit www.gaf.com.

OMG has extended its line of EverSeal Roof Repair Tape with new 4-inch-wide EverSeal Tape. It bonds instantly to all common roof materials for long-lasting, watertight repairs. It is ideal for repairing punctures, tears, splits, and roof seams and can be used to flash curbs, edge metal, skylights and repair gutters. Based on Advanced Synthetic Adhesive Polymer (ASAP), the roof repair tape is not butyl or asphalt and can be used on EPDM, TPO, PVC, Hypalon®, modified bitumen, smooth BUR, architectural metal and many other construction materials. It is resistant to chemicals and UV radiation and can be installed year-round. For more information, call 800-633-3800 or visit www.omgeverseal.com.

Composite Insulation Panel

Roof Hatch Railing System

Insulfoam

Kee Safety Inc.

Insulfoam has developed a composite insulation panel for new or retrofit roof systems requiring resistance to misuse, abuse and severe weather. The new InsulFoam® HD Composite panel is a closed-cell, extremely lightweight and resilient EPS foam factory bonded to high-density polyisocyanurate cover board. It is widely compatible with a range of roofing membranes — including EPDM, TPO, PVC, CSPE, and low-sloped, built-up and modified bitumen membrane systems — it is also a suitable insulation underlayment for metal roofing. For more information, visit www.insulfoam.com.

The new KeeHatch roof hatch railing system from Kee Safety can be installed by one person in less than 30 minutes. It features fewer parts to assemble than other hatch railings as well as pre-built uprights and drop-in fittings to install the horizontal rails with ease, according to the company. Used for safe egress and ingress through roof hatches, and fall protection when a hatch is open, the lightweight aluminum railings affix to the hatch and do not penetrate the roof itself. Constructed of high-grade Aluminum Silicon Magnesium Alloy for strength and corrosion resistance, the new KeeHatch complies with OSHA 29 CFR 1910.23, which requires that exposed sides of openings in roofs or floors have guardrail protection. For more information, visit www.keesafety.com.

Toll Free Number

Resource Guides

1-800-ROOF-ALL

Industrial Heat Sources

Ignition Toll-Free introduces 1-800-ROOF-ALL, a marketing phone number created for professional roofing companies. The number is purchased by area code and is 100 percent exclusive to the contractor that takes it for a given area code. By dialing the phone number, the person is connected directly with the roofing company that owns the territory the caller is dialing from within. For more information, call 800-ROOF-ALL or e-mail [email protected].

Industrial Heat Sources, a Leister master distributor, recently published free ebooks for Leister’s VARIMAT V2 and TRIAC S. These complete resource guides include information an owner needs to know to maximize the performance and life of their hot-air tool. They cover product details, operating instructions with diagrams, picture tutorials, troubleshooting, how-to tips, part lists with order numbers, related products for specialized roof welding and service and support details. For more information or to download the ebooks for free, visit www.ihshotair.com.


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IKO has developed a superior multi-layered roofing system incorporating our industr y-leading products. IKO’s Pro 4 Roofing System is setting the standard in protecting your home. Along with one of IKO’s quality shingles, your Pro 4 system includes these accessor y products.

For additional information on our full line of premium roofing products, please call: United States 1 - 888 - IKO - ROOF or visit our web site at: www.iko.com

NEW PRODUCTS Weatherproofing & Sealing Systems Brochure

Self-Adhesive Air/Vapor Barrier

MFM Building Products

AIR-SHIELD self-adhering air/ vapor and liquid moisture barrier is part of a total W. R. MEADOWS system to complete the building envelope. The membrane’s controlled thickness is fabricated from cross-laminated polyethylene bonded to specially modified asphalt. This self-adhesive membrane is protected by a special release paper and remains flexible when surface mounted and will adhere to most primed surfaces at minimum temperatures of 40 degrees Fahrenheit (4° C). The self-healing characteristics facilitate recovery if minimal damage is sustained under normal use applications, i.e., when penetrated with self-tapping screws or nails. For more information call 800-342-5976 or visit www. wrmeadows.com.

MFM Building Products issued a Weatherproofing & Sealing Systems brochure which outlines the company’s full complement of membrane products. The eight-page brochure highlights each of MFM’s product categories which include Roofing Membranes, Roofing Underlayments, Window Tapes & Flashing, Waterproofing Membranes and Construction Tapes. Each of the 27 individual brands features a color photograph of the product roll and overview description. The brochure back cover has a product comparison chart which details each product’s roll width and length, color availability, thickness, application temperature range and warranty information. For more information, visit www.mfmbp. com.

W. R. MEADOWS

Vent Pipe Boot Repair System Manning Building Products

Cool Roofing Colors The Ta p c o Group’s InSpire’s cool roofing colors can potentially lower a roof’s surface temperature by reflecting sunlight and reradiating heat away from the roof. This reduces the heat transferred into a structure and cuts peak cooling demand by up to 15 percent. Cool roofing can add one or more LEED points to the several potential LEED credits already available with InSpire Slate. For more information, visit www.inspireroofing.com.

The Perma-Boot is a gasketless two piece pipe boot repair system designed to permanently repair the leak around the vent pipes that penetrate your roof. Perma-Boot slides over your existing roof vent boot, preventing future leaks. Installation takes just a few minutes, with no tools required and is designed for all standard roof pitches — 3/12 to 12/12. For more information, visit www. perma-boot.com.

Architectural Products Catalog

Module Option for Green Roofs

The Bilco Company

LiveRoof, LLC

The Bilco Company has released a new 2012 Architectural Products Catalog. The catalog offers information on Bilco’s full line of roof hatches, automatic fire vents, floor doors and safety and security products for commercial markets. The catalog is available free of charge by calling 203-934-6363 or e-mailing bilco@bilco. com. For more information, visit www.bilco.com.

LiveRoof, LLC announced the introduction of LiveRoof® Maxx, a new module option for the LiveRoof® Hybrid Green Roof System. The new module option is for extensive green roofs with soil depths of up to eight inches. The Soil Elevator, a removable insert, lines the inside of modules so soil can be filled above the top. When the modules are installed side-byside, and the Soil Elevators are removed, an uninterrupted layer of soil and vegetative surface then extends across the entire rooftop. The Moisture Portal™ is an opening on the sides of the modules and establishes soil-to-soil contact between them. For more information, visit www.liveroof.com.

The Tapco Group

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Y E AR S of

Roofing

Excellence in the U.S.A.

Visit us at Booth# 1219

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MEASURINGUP

What to Do if Your Business Is Losing Money

by Monroe Porter

M

any years ago, I was attending a convention and the president of one of the largest and most profitable companies in America keynoted a speech welcoming everyone to the city. He talked about typical things such as local attractions and encouraged everyone to enjoy the city. Just before leaving, he commented that he was asked to offer some business wisdom and explain why his company was so successful. His reply was, “Every year we take in more money than we spend. Thank you.” He was already leaving the podium before the crowd realized what happened and thunderous applause erupted. The simplicity of his statement was profound but the reality of doing so is not all that easy. Most of our consulting is for people hoping to increase their bottom line. The first step is to stop the bleeding. Company owners tend to blame losses on an incident or situation such as customers not paying, one bad job, a poor salesperson, etc. In reality the problem is usually cultural and has more to do with how the company is run. The incident merely triggered the inevitable. Unfortunately, most will only change when the pain is great enough and lately, many have called us when it is too late. Start by cutting costs. Entrepreneurs tend to think they can sell their way out of a loss. There are two problems with this theory. One is that the current economy makes increasing sales a challenge. Second, assuming everything goes OK, you only get to keep the gross profit out of additional sales. However, every dollar you cut is yours to keep. For contractors, the big buck areas of cost are material, labor (or subs) and overhead. Cutting material costs is difficult as there are only so many suppliers and if you are struggling to pay your bills, you are probably not buying at the lowest price. Labor costs can be cut by lowering wages or being more productive. Overhead is the biggest area of concern because percentagewise it dramatically increases as sales drop. No matter what you do, it is going to be painful, but the longer you wait, the more painful it will be. • Look closely at your average hourly labor cost. There is a tendency to keep the higher-paid employees as they have seniority and are more skilled. However, if you work two-man crews with a foreman earning $20 an hour and a helper earning $10 an hour, your average is $15 an hour. If you put two people at on a crew and both are earning $20 an hour, your hourly crew costs increase by $5, which is a whopping 33 percent ($15

20


original average divided by the $5 increase). • Backward delegate. If you have superintendants and estimators who used to work in the field and now do not have enough work to keep them busy, consider moving them back to the field. • Look closely at advertising. Know where your leads come from and the cost per lead and per sale. • Consider cutting back on office employee hours. Unemployment varies from state to state, but some states will let employees work part time and collect unemployment part time. • Take a look at recurring costs. Compare insurance companies and cost but make sure you are adequately covered and not just taking the lowest quote. Evaluate what you are paying for phone, Internet and mobile communications. Consider reducing the amount you pay on hospitalization and other employee benefits.

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MEASURINGUP • As owner, re-engage in your business. You need to be visible and interactive. Show me an owner who is not there in the morning and never visits jobs and I will show you an organization that is not as productive as it should be. Go out and visit customers and see what kind of work you can create. Yeah, I know you may have been doing this for a long time and may no longer enjoy project manage-

ment and sales. You aren’t going to enjoy bankruptcy either. Get out of denial and concentrate on activities that bring profit to the company. Stop comments regarding the economy, banks, politics, etc. You are a contractor. You will turn things around in the trenches. Concentrate on things you can control. • Ruthlessly manage your activities. If what you are doing is not going to

immediately generate income, don’t do it. Explain the situation to your family and that you will be working extra hours but it is only temporary. Possibly they can help. Teenage kids can pass out door hangers. Spouses can help make phone calls or send mailers. Of course, if you have been living in denial for years and making hollow promises of success to your family, credibility may be an issue. • Make every sale count. If you have a salesperson that is not closing jobs, get rid of that person. When a potential job reaches a certain size, visit the customer twice. Work the process harder. Make it happen. • Make every job count. Assign your most productive employees to jobs where they can make you the most money. Micromanage the work you already have. If you have a big job you need to be a home run, force it to happen. • Fire someone. Years of good times have left many organizations enabled. Do not accept poor performance. Demand and implement performance. Figure out who is “with you” and who is “against you.” Now is not the time to be egotistical or prideful. You only have two choices: make it work or quit. Whether your business was murdered by the economy or poor management, it is what it is. Get in the fight. Make the tough choices. If it is too late to save it, go bankrupt and start over. Bankruptcy laws were made to protect people who made mistakes. Don’t die a slow death of denial where you and the problems merely grow older and older. Well, there is one more choice. Call me at 800 864-0284, as I will be happy to talk with you about it. Everyone needs someone on their side, but I am going to focus on the facts and talk about having the courage to change. Change is never easy. Monroe Porter is president of PROOF Management Consultants, a company specializing in seminars and business consulting for contractors. He is also founder of PROSULT™ Networking Groups developed to help noncompeting contractors. He can be reached at 800-864-0284 or [email protected]. For more information, visit www.proofman.com.

22


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LEGALLYSPEAKING

Hertz Controversy Sheds Light on Issue of Prayer at Work

by Richard D. Alaniz

R

eligion in the workplace can present a difficult balancing act for employers. Failing to strike the right balance can lead to clashes with workers and unions, potential lawsuits, trouble with federal regulators, and a negative public image. Consider Hertz’s situation. According to news reports, in October the car-rental company fired 26 Muslim employees who refused to clock out for their paid prayer breaks. In response to the firings, the drivers’ union launched a public relations campaign alleging religious discrimination and has filed complaints with federal regulators. Hertz employs a number of Somali Muslims at Seattle-Tacoma International Airport who drive cars to and from the airport for cleaning and refueling. As part of their religious beliefs, the Somali Muslims must pray five times a day, and during an eight-hour shift employees may need to pray twice. Hertz offered paid breaks to all its employees at the airport, but management began to worry that some of the Muslim workers were taking longer than the allotted 10 minutes. So the company began asking workers to clock out for their breaks. According to Hertz, the company has the authority to implement a clockingout policy under an agreement with the U.S. Equal Employment Opportunity Commission. But the employees’ union, Teamsters Local 117, disagrees and insists that having workers clock out for breaks violates its contract. Hertz, which has worked to accommodate the employees and has provided a prayer room at the airport, initially suspended 34 Muslim workers who refused

24


to clock out. After the suspensions, eight workers agreed to the new policy and kept their jobs. The rest were fired. “It’s not about prayer, it’s not about religion; it’s about reasonable requirements,” Hertz spokesperson Rich Broome told the

Associated Press. The union has responded by filing several unfair labor practice charges with the National Labor Relations Board and has said it plans to file religious discrimination complaints with the EEOC. “Hertz

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Flash It Fast Without Sacrificing Quality MARK FAMBRINI SPENT decades building his roofing and renovation business on a reputation for fair prices and honest, quality work. When he added PV solar a few years ago, he had to be sure his crews could finish the job in a timely, cost-effective way without lowering his standards. That’s why Mark has never used anything but Quick Mount PV to mount solar arrays.

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LEGALLYSPEAKING has violated our contract, violated labor laws and even violated their own internal policy by not adhering to the principle of progressive discipline when workers were suspended without warning,” said Teamsters Local 117 Secretary-Treasurer Tracey A. Thompson in a statement. “Hertz then fired these workers after giving them an unconscionable ultimatum: choose between your livelihood and your

dignity.” These types of situations are becoming increasingly common, according to the EEOC. In fiscal year 2001, religious discrimination cases accounted for 2.6 percent of all EEOC filings. In fiscal year 2010, they accounted for 3.8 percent. Hertz is not the only company to grapple with the issue of prayer in the workplace. In 2010, the EEOC sued JBS USA,

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Contact Mule-Hide Products for specific product approvals and ratings. CA Title 24 and CRRC rated products. Featured logos are registered trademarks. DecTec is the wholly owned registered trademark of Skyline Building Systems Inc., used under license. All Mule-Hide products and systems are back by unparalleled training and technical support. Ask for Mule-Hide at ABC Supply Centers nationwide. ©2006 Mule-Hide Products Co., Inc.

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alleging that the meatpacking company committed religious and national origin discrimination against Somali and Muslim employees at its facilities in Colorado and Nebraska. According to the EEOC, the company failed to reasonably accommodate the prayer requests of its Muslim employees. The company was also charged with retaliation after it fired employees when they asked to have their evening break moved so that they could fast and pray at sundown during the Islamic holy month of Ramadan. The EEOC also alleged that supervisors and other employees threw blood, meat and bones at Muslim employees and called them offensive names. “The issue of national origin and religious discrimination in the workplace has become more significant as more immigrants with different ethnic and religious backgrounds join our workforce,” said EEOC General Counsel P. David Lopez in a statement at the time. “The laws of this country prohibit harassment based on national origin, and mandate that employers accommodate employees’ religious practices so long as doing so does not create an undue burden on the employer.” As the Hertz situation demonstrates, employers must tread carefully when dealing with the complex intersection of religion, workers’ rights, and the need to have a productive workplace.

Laws That Govern Prayer at Work Religious accommodation is regulated at the federal level, and numerous states and local governments have additional regulations that could impact how employees express their religion at work. • Federal regulations: Title VII of the Civil Rights Act of 1964 prohibits employment discrimination based on race, color, religion, sex and national origin. According to the EEOC, “Title VII protects all aspects of religious observance and practice as well as belief and defines religion very broadly for purposes of determining what the law covers.” Along with praying, Title VII protects religious practices such as attending worship services, wearing religious clothing

LEGALLYSPEAKING or symbols, displaying religious objects, adhering to certain dietary rules, proselytizing or other forms of religious expression, as well as refraining from certain activities such as compulsory prayer. But, employers don’t have to accommodate every belief, practice, or observance of employees. According to the EEOC, “Title VII requires an employer, once on notice that a religious accommodation is

needed, to reasonably accommodate an employee whose sincerely held religious belief, practice, or observance conflicts with a work requirement, unless doing so would pose an undue hardship.” Under Title VII, in order to prove that a religious accommodation represents an undue hardship, an employer must show that the proposed accommodation would be more than a “de minimis” cost or bur-

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den. This is a fairly low standard, and is even lower than the undue hardship rule under the Americans with Disabilities Act, which requires that an employer show a “significant difficulty or expense” to avoid having to provide an accommodation. When employees want a religious accommodation, they are required to alert the employer that they need an accommodation and that it is being requested due to a conflict between religion and work. Generally speaking, employers don’t usually need to question whether an employee’s request is religious or that it is sincerely held. However, employers with legitimate concerns about an employee’s request are entitled to ask limited questions. When deciding whether to let employees pray, proselytize, or engage in other forms of religiously-oriented expression in the workplace, the EEOC allows employers to consider the effect these expressions would have on co-workers, customers, or business operations. It is a balancing act that requires careful consideration. • State and local laws: Along with Title VII, employers need to also follow state and local laws regarding how their employees practice and observe their religions. For example, in New York State, employers must permit workers to observe holy days, unless doing so would cause an “undue hardship.” There is a New York City Human Rights Law that Big Apple employers must follow as well, along with the state and federal law.

What Employers Should Do Now When employees ask for religious accommodations, employers need to take these requests very seriously. By planning ahead and developing clear policies, companies can limit their legal and regulatory liability and help create a defense in case they are ever accused of religious discrimination. • Train and train again: Companies need to educate all their employees about religious accommodation. Managers and supervisors should receive thorough, periodic training to educate them on how to appropriately respond to employ-

LEGALLYSPEAKING ees who raise issues regarding religious accommodation, prayer, and clothing. It’s also important that employees understand what they need to do and who they need to talk to when they want prayer breaks, time off for religious holidays, or other accommodations. Employees should also understand that they need to provide as much notice as possible if they need time off for religious holidays and work with their managers on how to schedule vacation or personal time around these days whenever they can. Those involved with hiring also should receive training. For example, interviewers can never ask job applicants if they will need time off to pray during the workday or for religious holidays if they are hired. But, interviewers may ask if the applicant has any problems working the required shifts. • Review company policies and procedures: It’s always a good idea to regularly review employment policies regarding religious accommodation to make sure that they are up-to-date and still apply to the company’s workforce and needs. This review should involve the HR department, in-house attorneys, and outside counsel. It should also take into account all federal, state, and local laws and any agreements with workers and unions. Organizations may be impacted by laws that don’t necessarily relate specifically to religion. For example, under the laws of some states, workers are entitled to paid breaks. In Washington State, where the fired Hertz employees were based, workers are required to get paid 10-minute rest periods for each four-hour work period. Most states don’t require paid breaks, so employers need to think carefully about how they will give employees time off during their shifts if they need to pray. And of course, once updated, policies need to be consistently followed and enforced. • Be flexible and open-minded: The EEOC stresses the importance of cooperation between employers and workers when it comes to religious accommodations. When employees have requests or concerns about keeping their religious

traditions, customs, or holidays, managers should be willing to listen and attempt to work with employees. If the employer needs more information to evaluate the request, it can require additional information from the employee. As the United States workforce continues to diversify, employers must be prepared to address new issues and religions with which they may not be familiar. With the right

planning, they can develop policies that will foster a productive and fair work environment that helps head off potential lawsuits and regulatory actions. Richard D. Alaniz is a partner at Alaniz and Schraeder, a national labor and employment firm based in Houston. For more information, call 281-833-2200 or e-mail [email protected].

• Independently tested and proven to exceed OSHA fall protection regulations for guardrails (CFR 1910.23) • Quick, simple installation using basic tools (no training or certiÀcation required) • Corrosion-resistant construction carrying a 25-year warranty • High-visibility safety yellow color • Non-penetrating attachment • Available in a variety of sizes and designed to Àt all roof hatch brands

Roof products are now supplied with pre-punched capflashing to receive the hatch rail system

Self-Closing Gate Hinge Ensures continuous protection

Pivoting Mounting Sleeve For installation flexibility

Gate Latch Locks gate in closed position

For more information call (800) 366-6530 or log on to www.bilco.com

Visit us at IRE, booth #1146 www.roofingcontractor.com

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SUSTAINABLEROOFING

Summing Up Sustainability With RoofPoint

E

very year in the United States more than 3 billion square feet of nonresidential roofs are installed on new and existing buildings. If these roofs were installed using the best energy guidelines available today, the first-year savings in heating and cooling demand would exceed 36 trillion BTUs. The cumulative energy savings after 10 years would exceed 2 quads — the equivalent of 72 million tons of coal. In addition to significant energy savings, broad adoption of the best available sustainable roofing practices would deliver many additional benefits: • Clean rooftop energy exceeding the capacity of 25 Grand Coulee Dams. • Improved urban air quality and reduced storm water pollution. • Less construction waste sent to landfills. • Increased building service life. • Enhanced building occupant safety, health and productivity. Unfortunately, no green rating system exists to release the massive energy and environmental promise of commercial roofs … until now. In an effort to tap this unrealized potential, the Center has developed RoofPoint, a green rating system to help building owners and designers select roof systems based on long-term energy and environmental benefits. RoofPoint features 24 specific strategies to address all critical environmental aspects of modern roofing systems. These strategies are scored against measureable goals, and the achievement of each roofing project is summarized as a total point score. Roofing projects meeting a minimum score overall and in each major category are then recognized as registered RoofPoint roofs — roofs Sponsored by that embody the key principles of sustainDuro-Last able roofing. For building managers and designers, RoofPoint streamlines the roofing decision process by offering a simple template for effective roof system selection, validating

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by Dr. Jim Hoff

all aspects of sustainable roof asset management, and providing a non-proprietary framework for roof system selection that emphasizes flexibility and choice. And for the roofing contractor, RoofPoint provides a useful selling tool and checklist to identify all key aspects of sustainable roof material selection, while emphasizing critical installation skills and validating the ongoing maintenance services provided by the contractor that help to ensure long-term roof sustainability. As part of this year’s IRE educational program, the Center will present an informational session on how the key principles of RoofPoint can be used to secure new business opportunities and grow roofing profits. I hope you’ll be able to join us on Friday, Feb. 24 at 9:30 a.m. for “Moving Green into the Black: Proven Strategies to Profit from the Green Building Movement.” During this session, you’ll learn more about how the RoofPoint program works and how you can use it to build strong relationships with your customers and a solid reputation for your business. If you can’t join us, please visit the new RoofPoint website, www.roofpoint.org, to learn more about RoofPoint and how your company can participate in the RoofPoint program. And whether you attend our IRE educational session or check out the new RoofPoint website, I hope you will join some of the best roofing contractors across North America currently participating in the RoofPoint program. It’s easy and simple. In fact, many contractors have advised us that filling out the RoofPoint evaluation form is as easy as filling out a manufacturer’s warranty application. And the benefits for you and your customers are outstanding: achievement certificates, positive press coverage, and a chance to show how the roofing industry is making a difference in our environment. Please join us! Dr. Jim Hoff serves as Research Director for the Center for Environmental Innovation in Roofing, Washington, D.C. (www.roofingcenter.org). You can contact him at [email protected].

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ZEROTOHERO

Establish a Successful Marketing Plan

by Ken Kelly

T

here is no silver bullet in marketing, no secret to positive brand recognition or a constant stream of leads. And whatever tricks work today will not work tomorrow. An awful amount of money is wasted on advertising largely due to poor marketing, money we should put in our pocket. Here are three concepts that roofing companies should use to mold their marketing plan for success.

Marketing Concept I: Guerrilla Marketing In his book, Jay Conrad Levinson invented the term “guerrilla marketing” to describe how small efforts using proven concepts in strategic places can yield overwhelming marketing superiority. Here are a few tactics: • Publicity is free marketing: Every bit of positive news about your company, employees and customers’ testimonials should be shouted to the masses. Social media is the perfect Guerrilla Marketing venue. Use it daily. • Personal and professional are the same thing: When Richard Branson started Virgin Atlantic, he knew there was no way to out-market the industry leader, British Airways. Their marketing budget was far greater than his. So, Sir Richard went on a personal quest to gain publicity and free marketing for his company. Every extreme stunt or charity event he engaged in, Virgin was written all over it. Now the Virgin Group’s more than 20 companies are in everything from beverages to space flight. • Don’t spend money: Spend time, energy and imagination. • Measure your marketing results in profits, not sales: I hear roofers describe their perceived success in the number of homes completed, employees on staff or sales achieved. This is a bad habit that needs to be broken. The global energy company Enron had 22,000 employees and sales of $101 billion when it went bankrupt in 2001. Profits create a sustainable enterprise, not sales. • Focus on past customers, not new ones: Focus on increasing transactions with existing customers by offering bolt-on products and services that complement your main business. Upsell when able to increase profitability. The only new customers you should be going after are referrals from existing clients.

32


Marketing Concept II: Focus One of my favorite explanations of focus is the Hedgehog Concept described in the book Good to Great by Jim Collins. The Hedgehog Concept is a way to ensure that every business decision made is the right one. Sometimes as a business leader it is lonely and the pressure is great. It helps to have a sense of surety. By testing each decision with the Hedgehog Concept we can be sure the company will continue on the path of success. The first step is to determine the company’s focus. This is done by answering these three questions: 1. What can we be the best at? Not in the world, just in the market you serve. For instance you could say, “We can be the best re-roof roofer of flat roof systems under 10 squares in size on residential homes.” This alone will help determine your market. Combine it with the steps below to create a dominant position.

Solutions are here.

Solve the puzzle of a home. Today’s homeowner wants curb appeal, durability, value, sustainability and high quality. At The Tapco Group, solving this is our strength. For more than 50 years, contractors like you have trusted us to help finish their homes with the right pieces, from siding and roofing to shutters and exterior accessories. All with authenticity and easy installation. If you’re in the market for winning solutions, we have the proven pieces.

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ZEROTOHERO 2. What are we deeply passionate about? Passion is any powerful emotion of desire. What do you want your company to be known as? Is it price, service, 24/7 availability, the best products used or most friendly employees? Dig deep, this one is personal. 3. What drives our economic denominator? Although the title is a little strange to understand, it’s actually the simplest of the three. Basically, how can you charge differently for your products and services? If all your competitors charge customers time and materials for service work, charge one set price instead. Or create a “Will Not Exceed” limit. Do something different that allows the chance to charge more for the same service while giving customers a good feeling about the expense. To use the Hedgehog Concept properly do this exercise: • Take a blank piece of paper and draw three large circles on it. Make each circle overlap the others so that there is a common overlap area in the center. • Label the outside of one circle “What can we be the best at?” Label another circle “What are we deeply passionate about?” Label the last circle “What drives our economic denominator?” • Inside the circles write the answers to each question. • Label the center overlap area “Hedgehog Concept.” When you are faced with a business decision, especially a

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Find us on Twitter @RoofContr. Get great article headlines, communicate with our staff and share your opinion with us.

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KNOWLEDGE + SKILLS = PROFIT!

112


Spon

Contractor Profile

Allied sored by: Bu Produ ilding Corpo cts ration

Mark Steiner

Care Roofing and Remodeling Inc. by Chris King ark Steiner sums up his threepronged approach to success this way: “Trust and honesty and quality. Those are the three key words.” Steiner is president and owner of Care Roofing and Remodeling Inc. in Eagle Mountain, Utah. The company does a variety of residential and commercial roofing work as well as framing, remodeling and decks. Its specialty is insurance work, and Steiner also teaches courses for insurance adjusters. “I do seminars for Farmers Insurance adjusters on roofing,” he said. “I talk to adjusters every day about different situations and run possible solutions.” His father was a stucco contractor in Salt Lake City who later got into condo maintenance. During the summers Steiner worked on the condos and learned about roof repairs and all types of remodeling work. In 1981 he went into roofing full time, moving to California to work for a large union outfit that specialized in big government projects including military bases and jails. “I did millions of squares of BUR on flat roofs,” he said. Steiner moved back to Salt Lake City and opened his own business in 1994. His hot tar kettle soon came in handy. “I started small — four or five guys —

M

and we worked every day,” he said. “What got me turned around was that I got started on flat roofs — small commercial jobs.” He developed a reputation as an expert on flat roofs, and it led to more commercial and residential work. However, it was when he started working with insurance adjusters that things really took off. He almost missed out on the opportunity. Steiner received a bunch of phone messages from Mike Shurtliff, a general contractor who had a tricky problem with a built-up roof. Steiner didn’t call him back right away, but Shurtliff kept calling. Steiner finally agreed to check it out and solved the problem. “I never realized he was in the insurance business, and he started sending me a lot of work,” Steiner recalled. “He told me about these seminars he puts on, and I did some seminars with him and it just took off. We’ve worked together a lot, and it’s been a great working relationship.” According to Steiner, the strength of the company is its core of long-term employees, including his wife Laura, who runs the office. The dedicated field staff includes employees who have been with the company more than 15 years. “They are just phenomenal,” said Stein-

Q Mark Steiner is president and owner of Care Roofing and Remodeling Inc. in Eagle Mountain, Utah. The company specializes in re-roofing and insurance work.

er. “They show up every day and do a great job. Together we made this company what it is today.” They all share a commitment to topquality workmanship and customer service. “You can put on some of the greatest roofs in the world — and my guys put on top-notch roofs — but if the homeowner looks out and the jobsite is not clean or their landscaping is ruined, it doesn’t matter how good a roof you put on, the customer is only going to see the nails in his planters and the garbage on the lawn.” Steiner’s goal is not to sell a new roof but to make a new friend. “When I leave a project, I want the customer to be a friend and part of the Care Roofing family,” he said. “When we walk away, we make sure the jobsite is clean and all questions are answered. We make sure the customer is totally satisfied. Somewhere down the road one of their friends or relatives is going to need a roof, and we want that referral. If the customer is not 100 percent satisfied, you won’t get it.”

www.roofingcontractor.com

113

AD INDEX Company Name

Company Name

Web site . . . . . . . . . . . . . . . . . . . . . . . Phone# . . . . . . . . . . . . . . Page#

Web site . . . . . . . . . . . . . . . . . . . . . . . Phone# . . . . . . . . . . . . . . Page#

3M Corporation 3m.com/construction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A.C.T. Metal Deck Supply metaldecksupply.com. . . . . . . . . . .800-894-7741 . . . . . . . . . ABC Supply Co., Inc. abcsupply.com . . . . . . . . . . . . . . .800-786-1210 . . . . . . . . . AccuLynx acculynx.com . . . . . . . . . . . . . . . .866-981-LYNX . . . . . . . . . ADCO Technologies, Inc. adcocorp.com. . . . . . . . . . . . . . . .800-248-4010 . . . . . . . . . Air Vent Gibraltar airvent.com . . . . . . . . . . . . . . . . .800-AIR-VENT . . . . . . . . . Allied Building Products Corp. alliedbuilding.com. . . . . . . . . . . . .800-4-ALLIED . . . . . . . . . . Alpha Pro Tech alphaprotech.com . . . . . . . . . . . . .866-312-1837 . . . . . . . . . American WeatherStar americanweatherstar.com . . . . . . .866-206-3660 . . . . . . . . . Atlas Roofing atlasroofing.com . . . . . . . . . . . . . .800-388-6134 . . . . . . . . . The Bilco Company bilco.com . . . . . . . . . . . . . . . . . . .800-854-9724 . . . . . . . . . CertainTeed Corporation certainteed.com . . . . . . . . . . . . . .800-404-9880 . . . . . . . . . ClaimExpress.com claimexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cleasby Roofing Products cleasby.com . . . . . . . . . . . . . . . . .800-253-2729 . . . . . . . . . Commercial Products Group commercialproductsgroup.com. . . .800-624-8642 . . . . . . . . . DCI Products dciproducts.com . . . . . . . . . . . . . .800-622-4455 . . . . . . . . . Duo-Fast Construction duo-fastconstruction.com . . . . . . . .888-631-2020 . . . . . . . . . Duro-Last Roofing duro-last.com . . . . . . . . . . . . . . . .800-248-0280 . . . . . . . . . EagleView Technologies eagleview.com . . . . . . . . . . . . . . .866-659-8439 . . . . . . . . . Equipter New Heights, LLC equipter.com . . . . . . . . . . . . . . . . .855-378-4783 . . . . . . . . . ER Systems ersystems.com. . . . . . . . . . . . . . . .800-403-7747 . . . . . . . . . Firestone Building Products firestonebpco.com . . . . . . . . . . . . .800-428-4442 . . . . . . . . . Flex Roofing Systems flexroofingsystems.com . . . . . . . . .800-969-0108 . . . . . . . . . Fortuna Logistics, LLC/MaxCon maxconsoftware.com. . . . . . . . . . .855-922-8546 . . . . . . . . . GAF gaf.com . . . . . . . . . . . . . . . . . . . .888-532-5767 . . . . . . . . . Gardner Gibson gardner-gibson.com . . . . . . . . . . .813-248-2101 . . . . . . . . . GlobalShield globalshield.us . . . . . . . . . . . . . . .800-374-7663 . . . . . . . . . Hapco Inc. hapcoinc.com . . . . . . . . . . . . . . . .800-345-WELD . . . . . . . . Hunter Panels hunterpanels.com . . . . . . . . . . . . .888-746-1114 . . . . . . . . . ICC Evaluation Service (ICC-ES) icc-es.org . . . . . . . . . . . . . . . . . . .800-423-6587 x-66546 . . IKO Manufacturing iko.com . . . . . . . . . . . . . . . . . . . .888-IKO-ROOF . . . . . . . . Inland Coatings Corporation inlandcoatings.com . . . . . . . . . . . .800-456-8467 . . . . . . . . . International Roofing Expo theroofingexpo.com/attendee . . . .800-684-5761 . . . . . . . . . InterWrap interwrap.com/titanium . . . . . . . . .888-713-7663 . . . . . . . . .

Johns Manville jm.com/roofing. . . . . . . . . . . . . . .303-978-2000 . . . . . . . . . Karnak Corporation karnakcorp.com . . . . . . . . . . . . . .800-526-4236 . . . . . . . . . Kirsch Building Products LLC sharkskin.us . . . . . . . . . . . . . . . . .877-742-7507 . . . . . . . . . Lapolla Industries, Inc. lapolla.com. . . . . . . . . . . . . . . . . .888-4-lapolla . . . . . . . . . . Malarkey Roofing Products malarkeyroofing.com. . . . . . . . . . .800-545-1191 . . . . . . . . . Malco Products, Inc. malcotools.com . . . . . . . . . . . . . . .320-274-8246 . . . . . . . . Metal Plus metalplusllc.com . . . . . . . . . . . . . .860-485-5834 . . . . . . . . . MFM Building Products Corp. mfmbp.com . . . . . . . . . . . . . . . . .800-882-7663 . . . . . . . . . Midwest Enterprises E-Zgutter.com . . . . . . . . . . . . . . . .800-748-7736 . . . . . . . . . Miro Industries Inc. miroind.com . . . . . . . . . . . . . . . . .800-768-6978 . . . . . . . . . Mule-Hide Products Co., Inc. mulehide.com . . . . . . . . . . . . . . . .800-786-1492 . . . . . . . . . National Roofing Partners nationalroofingpartners.com . . . . .866-537-6034 . . . . . . . . . Nissan North America nissancommercialvehicles.com . . . .800-NISSAN-1. . . . . . . . . Novagard Solutions novagard.com . . . . . . . . . . . . . . .800-380-0138 . . . . . . . . . OMG Roofing Products rhinobond.com . . . . . . . . . . . . . . .800-633-3800 . . . . . . . . . Owens Corning owenscorning.com . . . . . . . . . . . .877-658-6362 . . . . . . . . . Pictometry pictometry.com/roof . . . . . . . . . . .866-394-8697 . . . . . . . . . Polyglass USA, Inc. polyglass.com . . . . . . . . . . . . . . . .800-222-9782 . . . . . . . . . Progressive Insurance progressivecommercial.com . . . . . .888-806-9598 . . . . . . . . . Quest Construction Products hydrostop.com, unitedcoatings.com 800-739-5566 . . . . . . . . . Quick Mount PV quickmountpv.com. . . . . . . . . . . . .925-687-6686 . . . . . . . . . Rain Flow USA, Inc. rainflowusa.com . . . . . . . . . . . . . .586-773-4476 . . . . . . . . . RAS Systems ras-systems.com . . . . . . . . . . . . . .770-487-7300 . . . . . . . . . Roofmaster roofmaster.com . . . . . . . . . . . . . . .800-372-6409 . . . . . . . . . SDP Advanced Polymer Products sdp-products.com . . . . . . . . . . . . .866-747-4035 . . . . . . . . . Simpson Strong-Tie strongtie.com . . . . . . . . . . . . . . . .800-999-5099 . . . . . . . . . TAMKO Building Products tamko.com . . . . . . . . . . . . . . . . . .800-641-4691 . . . . . . . . . Tapco International tapcogroup.com . . . . . . . . . . . . . .800-521-8486 . . . . . . . . . Topps Products toppsproducts.com . . . . . . . . . . . .800-867-7177 . . . . . . . . . Triangle Fastener Corporation trianglefastener.com . . . . . . . . . . .800-486-1832 . . . . . . . . . Trufast Corp. trufast.com . . . . . . . . . . . . . . . . . .800-443-9602 . . . . . . . . .

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2-3 90 115 27 67 83 15 77 95 53 29 23 98 94 88 22 84 9 37 39 50 31 35 92 116 68, 86 90 28 63 59 17 94 97 61

55 43 99 75 85 51 66 14 62 34 26 12 5 7 69 10-11 45 19 93 96 25 96 21 91 60 89 13 33 60 82 87

View our premium buyers guide listing online at roofingresource.roofingcontractor.com

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the products, services and support you need to succeed. Visit one of our over 450 locations nationwide and experience the ABC Supply difference. You’ll be glad you did. To find an ABC Supply location near you, ENHANCED DELIVERY SYSTEM

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call 800-786-1210 or visit abcsupply.com See us at: tInternational Roofing Expo Orlando, FL Booth #1200 February 22-24, 2012

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We’re proud to announce the production of our one billionth square foot of EverGuard® TPO! When we first developed EverGuard® TPO, you told us it needed to be easy to use, with a wide welding window and superior lay-flat capabilities. We listened—and your response has been overwhelming! We can’t wait to make our second billion—thanks to you!

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