A harmonious collaboration shaping the metal roofing landscape

By Vicwest.

Collaborating with Sherwin-Williams through the MetalVue program, Vicwest pioneers innovative metal roofing solutions and offers contractors extensive support, training and tools for business growth.

Founded in 1930 and headquartered in Burlington, Ontario, Vicwest Building Products offers its customers a wide and trusted range of products for the residential, commercial and agricultural construction markets. Vicwest is one of North America’s leading manufacturers and distributors of steel building products, including metal roofing, siding, deck and insulated metal panels. Many of its products rely on durable architectural coil coatings provided by The Sherwin-Williams Company.

“Sherwin-Williams is world renowned; they are the leader in paint technology, research, development and testing,” said Didier Sevigny, Vicwest’s director of residential – North America. “We focus on quality first and are proud of the partnership we have with Sherwin-Williams.”

“Vicwest and Sherwin-Williams are two brands that harmonize exceptionally well,” said Geoff Bernstein, Vicwest’s director of marketing. “We’ve been in business for over 90 years, our reputation may have a discreet presence compared to the household name of Sherwin-Williams, but our products are extremely prevalent across the architectural landscape. Our ongoing collaboration amplifies the trust and recognition associated with both brands.”

In an effort to help residential roofing contractors leverage the consumer brand recognition of Sherwin Williams, Vicwest was the first metal manufacturer in Canada to join the MetalVue program. Prior to the program’s introduction, Vicwest demonstrated its commitment to contractors with its participation in Roofing Passport, another Sherwin-Williams led technology. Now part of MetalVue, Roofing Passport combines customized support, estimating and sales and product training from metal product manufacturers with coatings expertise from Sherwin-Williams.

“We have all the reason in the world to highlight the value Sherwin-Williams and the coating technology it brings to our products,” said Sevigny. “When we talk about roofing or siding, which part is exposed? It’s not the steel. It’s the coating system. That’s what makes the whole difference.”

“Sherwin-Williams is widely recognized for having leading-edge color trend research,” Bernstein continued. “Because of our longstanding relationship with Sherwin-Williams, we are often first to market with new products trends and innovations. Recently, we’ve been collaborating to develop hyper-realistic prints, which are now part of our Expressence Architectural Print Series.”

Vicwest’s True Nature metal roof shingles are also available enhanced with Fluropon® coatings by Sherwin-Williams which Vicwest uses as part of its Expressence Architectural Print Series. Creating durable, realistic finishes on the metal roof shingles, the finishes resemble cedar, slate and terracotta. The specialized coatings deliver protection from fading and corrosion in virtually all weather conditions.

“Our True Nature shingles offer homeowners an appealing roof design options with all the performance benefits of metal,” noted Sevigny.

“Homeowners are aware of the benefits to metal roofing, including its longevity and performance, but they don’t always love the look of a traditional standing seam roof,” observed Bernstein. “There’s a perception by some homeowners and homeowner associations that standing seam metal roofing has an aesthetic that’s too commercial or even agricultural. There are many HOAs that do not allow standing seam metal roofs to be installed in their neighborhood.” 

He continued, “If you’re in a community with predominantly natural slate, cedar shake or concrete tiles, True Nature metal shingles not only blend well with the existing style and setting, but also offer a financial advantage because of the product’s longevity. Unlike these materials, our metal shingles do not require a reinforced structure, further contributing to cost savings. We want homeowners to know they have viable, cost-effective options.”

True Nature is available for residential use throughout North America and suitable for every climate, according to Bernstein. Florida, for example has some of the most extreme weather on the continent, including hurricane force winds, wind-driven rain and high UV exposure. The shingles have been rigorously tested to exceed performance and certifications requirements in Canada, Florida and Texas. Having been certified by multiple jurisdictions, True Nature is engineered to be installed anywhere in North America.

“With True Nature Metal Roof Shingles, roofing contractors have an opportunity to convert homeowners away from asphalt,” explained Bernstein. “There are some amazing tools within MetalVue which can help contractors learn and how to sell a more sophisticated roofing system.”

He added, “We have a few hurdles to overcome, including educating contractors about the installation process, some believe they need to specialize in standing seam systems to offer homeowners metal, but that’s really not the case. Because the installation process for True Nature is similar to asphalt, the learning curve is quite fast. The other component is educating homeowners to see the upfront premium as a worthwhile investment, easily recouped over time through the longevity difference against asphalt roofing, energy savings, insurance savings, reduced repair costs and increased home value."

“We support and equip metal roofing contractors with products that help differentiate their business in the marketplace and give them the training they need to respond when their customers are ready to make a decision,” shared Sevigny. “Currently, we work with over ten contractors who are actively quoting our products through MetalVue. We anticipate many more coming aboard.”

“Most of them are major, multi-state contractors who are very polished, sophisticated, established businesses,” complimented Bernstein. “Many of the projects that we’re seeing are next-level in their size and location. Each project is nicer and nicer.”

Sevigny continued, “For the contractor, a metal shingle product is also much more natural to install than standing seam. For those familiar with asphalt, the transition to metal is a lot smoother. Our metal panels and their installation are a lot closer to working with shingles made from other materials.” Vicwest provides virtual and in-person classroom training for contractors’ sales and installation teams.

As part of its training through the MetalVue program, Vicwest shows contractors how the ordering process works from the roofing measurements through to installation. “We go over an EagleView report together, which shows the aerial image of the home and its measurements. With Sherwin-Williams’ Roofing Passport, they can see the available roofing systems and coatings,” described Sevigny.

He elaborated, “The SmartBuild Systems’ software is populated with our product information and preprogrammed by us to deliver a complete material list. In short order, it generates everything they need: shingles, trim, screws, underlayment, accessories, etc. The system automatically gathers what’s required so the contractor has their quote very quickly. Through MetalVue, the quote is always within 48 hours and often the same day.”

On a contractor’s first installation project, Vicwest dedicates a technician on red alert who can connect by video in real time at a moment’s notice. Sevigny emphasized, “When they’re on the roof and have a question, they need an answer now, and we’re ready to support them.”

Bernstein reiterated, “We are here to support them every step of the way. We want them to be successful.”

For contractors utilizing MetalVue’s supporting resources and tools, Bernstein said, “It means they don’t have to worry. They can be assured everything is correct. They can be confident that we will ship a complete kit so it arrives on site with everything they need to make the project a success,” said Sevigny. “As a contractor sees success, the charted trajectory from their first job to their tenth looks like a hockey stick, soaring upward.”

As more contractors joined MetalVue and added metal roofing products, Sherwin-Williams and its partners identified the need for new features, services, experts and tools to support them. Today, MetalVue offers participants extensive, hands-on business, sales and installation training; lead acquisition and customer management; visualization and order management software; labor acquisition assistance and industry-wide networking resources.

Building on the success of MetalVue’s roofing program, Vicwest is preparing to expand its offering to include its new Bellara Metal Siding with coatings by Sherwin-Williams. Like its True Nature metal shingles, the siding will feature a range of colors and patterns such as woodgrains,  and light and dark neutral tones. According to Sevigny, “Contractors can start installing our Bellara metal siding without any training. It installs just like vinyl. It’s simple, easy and quick, and it looks great and lasts.”

“Just as we went head-to-head with asphalt roofing, our siding products present a game-changing opportunity to convert fiber-cement to metal. Contractors stand to gain more new construction business with whole-house solutions,” predicted Bernstein. “EagleView reports are fully capable of generating estimates for siding. All the other MetalVue tools are already in place.”

Sevigny added, “As part of MetalVue, we’re also benefiting – not only through increased product sales, but also through getting to know the other partners and their businesses. Now, when I’m talking to a contractor who’s looking for help with lead acquisition or needs labor or needs a better business solution, I can refer them to one of the MetalVue partners. When we help each other, it benefits the whole group and the contractor, too.”

Bernstein summarized, “We’re excited to be part of MetalVue because it helps us get our brand in front of leading edge contractors. The ecosystem provides a turnkey solution to gain access to the innovative metal roofing products, as well as estimating, sales training and tools to take their businesses to the next level.”