Differentiating in the metal roofing market

By Jonny Suchor. 

Vicwest's unique product offerings and ease of application make them a premier choice in the U.S. and Canadian metal roofing industries. 

In the recent episode of MetalCast hosted by Heidi J. Ellsworth, Geoff Bernstein, the director of marketing at Vicwest, shared his insights about the company's offerings and how they differentiate themselves in the metal manufacturing industry. Vicwest, a staple in the Canadian market with a history spanning over 90 years, has made significant strides in the art of metal roof profiles. 

Having launched in the U.S. in 2020 right before COVID, Geoff shared that it's been a challenge to break into the market because “Contractors really have been overwhelmed with projects and the backlog that they've had. It's kind of been a challenge for them to pay attention to new products," Geoff explained. He pointed out that the recent market conditions have stabilized, allowing contractors to differentiate their offerings, particularly with Vicwest’s metal roofing tiles and siding profiles that combine the aesthetic appeal of traditional materials with the durability and efficiency of metal. 

Geoff highlighted the innovative aspects of Vicwest's products, particularly their True Nature Metal Roofing line, saying, "We've got a roofing tile which installs like asphalt, but of course, has the features and benefits of metal." This product line is designed to ease the transition for contractors familiar with asphalt to metal installations, simplifying the training process and reducing time to proficiency. 

According to Geoff, "A skid of tile shows up on the job site and the trim system is not a complicated thing. It's eaves, it's gables, it's valleys, it's all components that any roofer is very familiar with. And the tiles just install left to right, and you go up from the eave to the ridge. It's pretty straightforward.” Vicwest also has a dedicated sales team available to go to jobsites and help contractors with the first couple of jobs to ensure they’re comfortable installing the product while also building up the contractor’s confidence using Vicwest materials. 

In addition to the quick learning curve, what further sets Vicwest's metal roof tile apart is their commitment to sustainability, which is evident through their Planet Passionate program. "It's backed by a $500 million investment at a global level really to drive sustainable product innovation, strip carbon out of our process and provide lower embodied carbon solutions into the built environment,” Geoff explains. “Planet Passionate really is built on four pillars, carbon, energy, circularity and water... As a whole, not only is it great for the environment, good for our business, we see it as a differentiator for our employees. When we have Gen Zers and Millennials coming to interview at Vicwest, they're asking us, what are we doing to help the environment? What is your sustainability program? And nobody in our industry is doing anything to the degree that we have going on today with Planet Passionate.” 

Vicwest, is pioneering product development and innovation and setting, easy-to-install products that are not only beautiful but good for the environment and a benchmark in the industry for sustainability. Their efforts to provide practical easy-to-install products that are not only beautiful but good for the environment continue to set them apart in the industry and help influence the landscape of metal manufacturing for projects across North America. 

Read the transcript or Listen to this MetalCast to learn more about Vicwest and their marketing approach in the metal roofing industry.