MRA’s impact on contractors and homeowners in metal roofing

By Jonny Suchor. 

Learn how the Metal Roofing Alliance is making an impact on the residential metal roofing market and how the industry is quickly gaining attention.   

In a recent episode of MetalCast™, Heidi J. Ellsworth sat down with industry expert and the executive director of the Metal Roofing Alliance (MRA) Renee Ramey, or as Heidi called her, “the leading lady of metal.”  (MRA) 

The core mission of the Metal Roofing Alliance is centered on educating homeowners about the benefits of metal roofing and advocating its promotion. As Renee explained, “Its quality roofing. We want to stress that, not just slapping on any metal roof, a quality metal roof is what we're about.”  

As residential metal roofing has grown as an industry, MRA went from a 3% market share in 1998 to 17% in 2021 thanks to their constant messages and campaigns targeted towards homeowners. Most of the time, MRA targets the re-roof market as many residents want to upgrade to metal, but they also get the market share of homeowners with an interest in building beautiful custom homes. “I am starting to see more and more of the custom home market go with metal, and that's super exciting. And we are seeing that reflected in the market share for sure,” stated Renee.  

Renee also pointed out that a significant appeal to homeowners lies in sustainability. The positive environmental benefits of metal roofs align with the customer's focus on the durability of construction materials. Metal roofs, being recyclable and able to complement solar panels well, create a compelling option.  

For contractors, joining the MRA will help you have the necessary marketing information and tools. Renee told Heidi, “We have a co-op marketing program so they can utilize us and our services and our materials to take out to their local market and educate homeowners that way.” 

Contractors aspiring to diversify their service offerings can depend on MRA for both resources and training. Renee recommended that contractors tap into MRA's network, connecting them with homeowners actively seeking professionals in metal roofing. With the increasing consumer interest in metal roofs, collaborations between contractors and MRA are crucial for bridging gaps in knowledge and service. 

To learn more about the benefits of metal roofing Read the transcript or Listen to the full conversation here.