Roofing Sales Strategies – Making the Case for Metal

Residential metal roofing systems have grown in demand as consumers look to find a longer-lasting option than asphalt shingles for protecting their homes. Asphalt’s lower cost contributes to its wide usage, so how can metal roofing professionals, who sell a more expensive product, make their case?

When selling a metal roofing system, you can alleviate homeowner apprehension by addressing five typical consumer desires and pain points: cost, value, longevity, security, and beauty.

1. Cost – Materials and installation of a metal roofing system are more expensive than asphalt; that’s just a fact. To sell a metal roof you must be able to demonstrate to the homeowner the life cycle of the roof, taking them on a journey from front-end cost to return on investment. An asphalt shingle roof is the less expensive option upfront, but its life span is 15-20 years at best. The homeowner who replaces it with another asphalt roof pays that initial cost again, plus more for inflation in material and labor. In that same timespan, a metal roof has been bought and paid for, is still going strong and will last many more years. Think of it this way–some consumers wouldn’t balk at spending $40,000 or more on a new pickup truck, which depreciates as soon as it’s driven off the lot. If a homeowner is willing to spend that much on a vehicle, it’s a valid argument to invest that amount on a durable roof that protects a home for decades.
2. Value – Metal roofing provides value by saving homeowners money. According to the Metal Roofing Alliance, metal is highly energy-efficient and can save a homeowner up to 40% in energy costs. A metal roof panel is typically finished with a reflective and emissive coating that keeps it cool, re-emits absorbed solar radiation and reduces energy consumption, so the homeowner isn’t paying exorbitant heating or cooling bills. The strength and durability of a metal roof can save money on insurance premiums as well. And a long-lasting metal roof increases a home’s resale value.
3. Longevity – Metal roofing is durable enough to last a lifetime and retain its good looks the whole way through. Many metal roofing warranties guarantee 50+ years, while asphalt and other materials deteriorate, crack, break and become discolored in just a decade or two. Another great reason to choose metal is sustainability – roofing panels are often manufactured using recycled steel or aluminum, and the panels themselves can be recycled instead of ending up in a landfill. Metal has a more enduring life cycle, and that’s important to environmentally conscious customers.
4. Security – A metal roof has you covered, literally. Metal roofing systems are like body armor for a home, protecting it from damaging hail, high winds, and heavy rain and snow. Most metal systems are engineered to meet strict building codes and pass windspeed and fire testing. Metal roofs perform exceptionally well at protecting a home and its possessions from damage or loss due to severe weather.
5. Beauty – A roof makes up about 60% of the exterior appearance of a home –that’s a substantial portion of the curb appeal! Your customer wants to take pride in the appearance and image their home projects – a metal roof can elevate and enhance the beauty of their home. Asphalt shingles can lose their good looks quickly—since they are granular and porous, they can retain moisture, allowing mold, algae, and black streaks to form. Extreme temperatures may cause asphalt to crack, and high winds can leave shingles littering the yard. Metal roofing inherently protects against these issues – its galvanized surface reflects heat and repels moisture to prevent mold growth. It’s available in a variety of beautiful colors and patterns, and it pairs well with any architectural style. Best of all, it will retain its beauty for years.

Replacing a roof is an important investment for a homeowner. Listen to your customer, understand their pain points, address their concerns, and then clearly demonstrate how a metal roofing system can be a long-lasting solution.

Click here to learn more about why you should add ProVia metal roofing to your business plan.