The competitive environment has changed. Your clients are more demanding and are watching every detail to control costs. But there are ways t survive and even thrive in this market.
In a tough economy-with steep competition, fewer projects and more-demanding clients what do you do to keep the clients you have, attract new ones and make a name for yourself? You make a splash with your residential designs-by using metal roofing.
The Market and the Metal
In 1998, a group called the Metal Roofing Alliance was formed. It began tracking the residential roofing market and, that year, reported that metal comprised just 4 percent of the residential reroofing market and 1 to 2 percent of the new home construction market. In 2009, McGraw-Hill Construction and Analytics performed a survey that brought good news to the MRA and those in the metal roofing industry. This survey reported an overall market share of 11 percent in the residential reroofing segment and a 5.5 percent market share in the smaller new construction market.
“The statistics show that homeowners are beginning to recognize and appreciate the benefits of having a metal roof for retrofit and new construction,” said Scott Bacon, director of sales and marketing for Lancaster, Pa.-based Fabral.”Architects play a critical role in this by recognizing the strength and beauty of metal roof systems.”
So why the increase in the use of metal roofing? Let’s talk about the advantages of a metal roof system, beginning with the lifespan. On average, a non-metal roof lasts 10 to 20 years. Asphalt shingles are reported to last 17 years (Ducker Worldwide LLC). Metal roofing, however, can last two to three times longer than that. For a homeowner, this means savings because they will not have to shell out cash every 17 years for a new roof.
A metal roof functions as a weather-resistant system for so long because of its base material. Typical residential metal roofs are made from galvanized steel, Galvalume or aluminum, but other metals are available, such as copper and zinc. This also means that the roofs are made from recycled content and can be recycled after the useful life of the building. High-performance coatings may be added during the manufacturing process to help prolong the life of the roofing panels. These coatings play an important role in both the aesthetics and sustainability of a metal roof.
Also, the coatings reduce energy consumption, improve solar reflectance and limit the urban heat island effect. Metal roofs coated with PVDF or SMP in light, highly reflective colors or dark colors formulated with special infrared reflective pigments reduce energy consumption. Also, metal roofs can achieve a solar reflectance of 70 percent, meaning the heat from the sun isn’t transferred into a building. This translates into even more cash in a homeowner’s pocket because homes with properly installed metal roofs consume less energy, thus decreasing utility bills.
The color of a coating can affect a roof’ reflectivity, and homeowners should be aware of options from different manufacturers. Bacon said: “Fabral has launched a Cool Color Program that makes all our standing-seam panels in our residential product line Energy Star rated, and on the commercial side, we are working to get all of the available colors LEED certified.”
Another benefit of metal roofs-they’re a perfect match for renewable energy systems. Bacon noted: “Architects and homeowners should keep in mind that sustainable metal roofs can be made greener with photovoltaics, such as the Solar SSR from Fabral, a building integrated PV system.”
Because price and savings have been mentioned, let’s review price. Metal roofing systems should be considered in terms of value and lifecycle cost savings, not solely on price. Yes, the initial installed cost may be more expensive than other traditional materials. But, put that into perspective.It lasts longer and can help lower utility bills. In addition, metal roof systems qualify for a tax credit of up to $1,500. This is part of the 2009Stimulus Package, stipulating that a credit can be given worth up to 30 percent of the material cost up to $1,500 per home.
Some states also offer additional rebate incentives. Even some insurance companies the power of a metal roof by lowering homeowner’s insurance rates for homes with metal roofs. For instance, in Texas, a metal roof can lower insurance premiums by as much as 35 percent. Once again, more money in the homeowner’s pocket.
The power of a metal roof system truly is something to talk about. These systems are very common in coastal areas because they offer corrosion resistance and many are designed to withstand hurricane-force winds up to 150 mph.Some homeowners might question hail damage on these roofs, considering their metal cars can be dinged during a storm. But certain quality metal roof systems are designed to be hail-resistant. The systems also aren’t flammable or combustible, so they are a popular choice in areas that can be affected by wildfires. No matter what region you design for though, these are attributes you would want to offer.
Now we can get to the fun stuff-design options. No matter what style you are trying to create, metal can bring it to life, from sleek and contemporary to classic and traditional to rustic. Just look at the accompanying photos, such as the home on page 34 and the residence shown below. Both of these homes feature a roof called Climaguard, manufactured by Fabral. Climaguard is a 26-gauge steel system with snap-together panels and pre-punched fastener slots, making installation quick and easy. In many retrofit applications, metal roofing can be installed over an existing roof to save time and money. The Climaguard system comes in eight custom colors. Fora similar look with a top-quality product, check out the Joppa, Md., residence, shown at right. This home features 9,600 square feet (891 m2)of 29-gauge AluTuff panels in an Evergreen color. Alutuff panels are finished with a high-performance silicone-modified polyester paint system.This cutting-edge resin offers unbeatable durability, superior color retention and resistance to dirt accumulation, ensuring low maintenance, lasting beauty and outstanding value.
Beyond Thrilled
When your homeowner clients ask about the metal roof you specified, be sure to tell them about all the advantages. With a metal roof system, this may be the only roof the homeowners will have to install during their lifetime. When considering total cost, deduct the upfront savings from federal and state tax incentives, as well as potential homeowners insurance discounts and long-term decreased utility bills; add in the benefits that many metal roofs are fabricated to be wind, hail and fire resistant; and include that the homeowner can be eco-friendly with a sustainable metal roof. Oh, and because of all the design options-with different profiles, colors and solar options-the roof and home you designed look fantastic. With all of that, I think you have a very happy client with a striking metal roof.
“The architectural appeal of metal roofs is phenomenal on any building,” Bacon noted. “But on a home, a metal roof helps create a warm, welcoming and comforting feel-that will last and outperform other products. Specifying a metal roof is an unequivocal way to exceed your clients’ expectations while enhancing your design.”
Daisy Lilley is the marketing manager of Fabral, Lancaster, Pa. Visit www.fabral.com for more information.
