Branching into metal

MCS Influencer John Kenney says adding metal roofing to your contracting business can help you meet the evolving needs of your customers.

As the demand for durable, eco-friendly and energy-efficient materials continues to rise, more roofing contractors are considering adding metal roofing services to their offerings. Metal roofs offer numerous benefits to customers, such as longer lifespans, minimal maintenance and enhanced energy efficiency, making them an increasingly popular choice. If you're considering expanding your roofing business to include metal options, here are essential strategies to ensure a smooth integration and successful expansion. 

Understand the market demand 

Before venturing into metal roofing, it's crucial to conduct market research to understand the demand in your specific area. Identify potential clients and explore the competitive landscape. Are homeowners looking for new, long-lasting roofing solutions? Is there a trend towards sustainable building materials in your region? Understanding these dynamics will help you effectively tailor your services to meet the market's needs. 

Invest in training and certification 

Metal roofing involves techniques and materials that differ significantly from traditional shingle roofing. You and your team need to gain the necessary skills and knowledge to deliver high-quality metal roofing installations. Look for specialized training programs that offer certifications in metal roofing. These programs typically cover proper installation techniques, safety procedures and understanding different metal materials. Having certified professionals on your team boosts your credibility and ensures that you provide top-notch service to your clients. 

Acquire the right tools and equipment 

Metal roofing requires specific tools and equipment that may not be used in other types of roofing installations. For instance, metal shears, seamers and specialized fasteners are critical for installing metal roofs. Investing in high-quality tools will enable your team to work more efficiently and ensure the installation meets industry standards. Additionally, consider the logistics of storing and transporting metal materials, which may require more space than traditional materials. 

Establish relationships with suppliers 

Having reliable suppliers is crucial when adding a new service like metal roofing. Depending on customer preferences, you'll need to source high-quality metal materials, possibly in various styles and colors. Build relationships with reputable suppliers who can provide the best materials at competitive prices. Good supplier relationships can also lead to better service terms and faster delivery times, enhancing your ability to complete projects on schedule. 

Market your new services effectively 

As you introduce metal roofing services, update your marketing strategies to highlight the benefits of metal roofs. Use your website, social media platforms and traditional advertising methods to educate potential customers about the advantages of metal roofing, such as its durability, energy efficiency and aesthetic appeal. Before-and-after photos, customer testimonials and case studies can be powerful tools in demonstrating the value of your new services. 

Offer competitive pricing 

Pricing new services can be challenging. You'll need to balance covering your costs (including the investment in training and tools) and remaining competitive. Consider offering introductory pricing or package deals that include maintenance services to attract customers who might be hesitant about the initial higher metal roofing cost. 

Focus on quality and customer service 

The success of integrating metal roofing into your business will largely depend on the quality of work and the customer service you provide. Metal roofing installations that are well-executed will lead to satisfied customers and encourage referrals and repeat business. Ensure that every project is completed to the highest standards and that customer concerns are addressed promptly and professionally. 

Adding metal roofing to your contracting business can open new revenue streams and help you meet the evolving needs of your customers. You can successfully expand your business into this growing sector by understanding the market, investing in the right training and tools and focusing on quality and customer service. With proper preparation and execution, metal roofing can diversify your service offerings and strengthen your position in the competitive roofing industry.