Por John Kenney, traducido por Alberto Torres.

La seguridad no depende de lo que salió bien ayer, sino de las decisiones que tomamos hoy.

Uno de los momentos más peligrosos para una empresa de techado no ocurre inmediatamente después de un accidente. Aunque parezca sorprendente, muchas veces llega después de meses, o incluso años, sin que se presente ninguno. A primera vista, esto puede parecer contradictorio, porque todos los contratistas quieren construir una empresa con un excelente historial de seguridad. Pasar largos periodos sin lesiones refleja un buen liderazgo, trabajadores comprometidos y personas que se preocupan por hacer las cosas bien. Es algo de lo que cualquier empresa debería sentirse orgullosa. Sin embargo, con los años he aprendido que, si no tenemos cuidado, el éxito puede cambiar nuestra manera de actuar. Cuanto más
tiempo transcurre sin problemas, más fácil resulta creer que las cosas siempre seguirán así.

Nadie se despierta una mañana y decide reducir sus estándares de seguridad. Ningún supervisor reúne a su cuadrilla alrededor de la camioneta para anunciar que la seguridad ya no es tan importante como el mes pasado. El cambio ocurre de una manera mucho más silenciosa. Las personas comienzan a sentirse demasiado cómodas. El trabajo se vuelve familiar y la rutina se convierte en algo automático. Con el tiempo, las decisiones que antes requerían una evaluación cuidadosa empiezan a tomarse casi sin pensar. Es precisamente en ese momento cuando la experiencia, una de nuestras mayores fortalezas, puede convertirse silenciosamente en una de nuestras mayores vulnerabilidades.

Lo he visto suceder a lo largo de mi carrera. La primera vez que alguien toma un atajo, generalmente sabe que lo está haciendo. Tal vez deja una herramienta en un lugar inadecuado porque piensa regresar enseguida. Quizá no realiza un último ajuste a su equipo de protección contra caídas porque solo estará ahí un minuto. O tal vez omite una inspección del área de trabajo porque todo parece estar en orden. La mayoría de las veces no pasa nada. De hecho, eso es precisamente lo que hace que esas decisiones sean tan peligrosas. Cuando no existen consecuencias inmediatas, el atajo comienza a parecer justificado. Después de repetirlo suficientes veces, deja de sentirse como un atajo y simplemente se convierte en la manera habitual de trabajar.

Con frecuencia he dicho que el éxito puede ser uno de nuestros mejores maestros, pero también puede convertirse en uno de nuestros mayores engaños. Si algo funciona una vez, nos sentimos agradecidos. Si funciona veinte veces, ganamos confianza. Si funciona cien veces, comenzamos a creer que es la manera correcta de hacer el trabajo. Sin embargo, el techo no se ha vuelto más seguro durante ese tiempo. Las condiciones no son menos peligrosas. Lo único que ha cambiado es nuestra percepción del riesgo. Es un cambio sutil, pero merece tanta atención como los riesgos físicos de los que hablamos constantemente.

Cuando recuerdo a las mejores empresas de techado con las que he trabajado, siempre destaca una característica: nunca permitieron que los éxitos del día anterior determinaran las decisiones del presente. Cada proyecto comenzaba con el mismo nivel de preparación, sin importar cuántos trabajos hubieran completado sin incidentes. Cada techo se trataba como un proyecto nuevo, con sus propios desafíos. Se esperaba que cada cuadrilla comenzara su jornada entendiendo que las condiciones, el clima y los riesgos pueden cambiar. Los buenos resultados del pasado eran motivo de satisfacción, pero nunca una razón para bajar la guardia.

Esa es una de las razones por las que considero tan valiosos a los supervisores de cuadrilla excepcionales. Saben cómo interrumpir la rutina antes de que se convierta en exceso de confianza. Hacen preguntas sencillas que obligan a las personas a detenerse y reflexionar. ¿Ha cambiado algo desde ayer? ¿Este plan sigue siendo adecuado? ¿Estamos trabajando de esta manera porque es la opción más segura o simplemente porque es la más rápida? No son conversaciones complicadas, pero sí importantes, porque nos recuerdan que tomar buenas decisiones requiere atención constante. La seguridad no es algo que logramos una vez y después dejamos atrás. Es una decisión que tomamos todos los días.

También he aprendido que los trabajadores nuevos suelen identificar cosas que los más experimentados pasan por alto. Como todavía no han desarrollado años de rutinas, es natural que cuestionen lo que observan. Preguntan por qué los materiales se colocan de cierta manera o por qué una tarea se realiza siguiendo determinado procedimiento. En ocasiones, esas preguntas revelan oportunidades de mejora que las cuadrillas experimentadas dejaron de notar hace años. Siempre he considerado que eso es positivo. Las buenas empresas nunca desalientan las preguntas porque entienden que una mirada nueva puede identificar riesgos que la familiaridad ha vuelto difíciles de reconocer.

Hay una pregunta que, a lo largo de los años, me ha resultado especialmente valiosa por su sencillez: si hoy estuviéramos comenzando esta empresa desde cero, ¿seguiríamos haciendo las cosas de la misma manera? Es una pregunta poderosa porque nos obliga a distinguir entre la costumbre y las buenas prácticas. A veces, la respuesta es sí. Otras veces, nos damos cuenta de que seguimos haciendo algo simplemente porque siempre se ha hecho así. La construcción evoluciona. Los materiales mejoran. Los equipos cambian. Las prácticas de seguridad continúan avanzando. Las empresas que siguen haciéndose estas preguntas suelen ser las que continúan mejorando.

Cuanto más tiempo llevo en esta industria, más convencido estoy de que el exceso de confianza rara vez da señales claras de su llegada. No aparece acompañado de cambios drásticos ni advertencias evidentes. Por el contrario, se introduce poco a poco en la organización, una pequeña decisión a la vez. Un atajo por aquí. Una inspección omitida por allá. Una conversación que no ocurre porque todos suponen que todo está bien. De manera individual, esos momentos pueden parecer insignificantes. Pero, en conjunto, comienzan a transformar la cultura de seguridad de formas que nadie había previsto.

Las empresas que mantienen constantemente un alto nivel de desempeño entienden que conservar una cultura de seguridad sólida requiere tanta disciplina como establecerla desde el principio. No dependen de los buenos resultados de ayer para proteger a los trabajadores de mañana. Siguen haciendo preguntas, evaluando su trabajo y buscando maneras de mejorar, incluso cuando todo parece estar funcionando bien.

Después de 45 años en la industria del techado, he llegado a creer que uno de los mayores peligros que enfrentamos no es el riesgo que reconocemos, sino aquel al que nos hemos acostumbrado tanto que dejamos de verlo por completo. Por eso, las mejores empresas de techado nunca confunden un buen historial de seguridad con haber llegado a la meta. Entienden que ese historial simplemente demuestra que las decisiones tomadas ayer dieron buenos resultados. Las decisiones de hoy todavía requieren el mismo compromiso y atención.

Porque en esta industria, la seguridad no depende de lo que salió bien ayer, sino de las decisiones que tomamos hoy.

By Emma Peterson. 

NFRC is calling on roofing companies to pledge their support and give teams the knowledge and resources they need to work safely around fragile roofs. 

Earlier this year, National Federation of Roofing Contractors (NFRC) kicked off a new safety campaign – Don't Fall for Fragile. This campaign began out of the need to raise awareness about the danger of fragile roofs. The Health and Safety Executive reports that “fragile roofs account for 22% of all falls from height fatal injuries in the construction industry.” Through this campaign, NFRC hopes to help lower that statistic. To get a behind-the-scenes look at this new campaign and what it’s doing, we brought Gary Walpole, NFRC's technical safety, health and environment officer, on for an episode of Roofing Road Trips®. 

The core motto of the campaign is Step Back and Plan, which speaks to NFRC’s goal of to getting roofers to assess more carefully before climbing on a roof. As Gary put it, “We’re keeping it simple, it’s not complicated – we don’t want to add another regulation or something, we just want people to take a moment when in the field to plan with safety in mind.”  

What does that planning look like? Gary shared some examples, saying, “You need to plan the work before sending people up on the roof, make sure they have the correct equipment (that includes access to full prevention gear) and ensure they have the training and supervision needed to stay safe.” Another word for all this is risk assessment. Gary elaborated:  

Think about how you’re taught to look both ways to cross the road as a child – that's a risk assessment about whether it's safe to cross. What we’re encouraging companies and contractors to do is the same thing before they go on a roof – recognise the risk and make an assessment about it before doing anything else.  

Want to join NFRC’s campaign and start making a difference? The first step is pledging support and implementing changes in your business! Gary explained, “When you pledge support, we connect you with resources like posters and toolbox talks that you can use to raise awareness in your company.” He went on, “We also will give you the information you need to plan the project in all the stages, from surveying to designing to pricing...Because you have to have all of that in line before you can even start a roof risk assessment.”  

Listen to the whole episode or Watch the recording to learn more about NFRC’s Don’t Fall for Fragile campaign.  

By Jesse Sanchez.

How The Catch-All has improved property protection, cleanup efficiency and customer impressions on hundreds of roofing projects for this Georgia company.

For Rhino Restoration of Georgia, jobsite protection has become more than a cleanup strategy. Since adopting The Catch-All roofing system in early 2023, the company has made it a standard part of every roof replacement it performs across Metro Atlanta. The contractor includes The Catch-All in the price of every roof rather than offering it as an add-on. The system uses chute nets, ground nets and landscaping nets to help protect areas around the home while containing shingles, nails and other tear-off debris.

How does The Catch-All help protect a homeowner’s property during a roof replacement?

According to Rhino Restoration, the approach provides an alternative to traditional blue tarps, which can shift or press down on landscaping. The company said The Catch-All’s flexible netting helps protect landscaping, windows, siding and air conditioning units while containing debris before it reaches the ground.

How can better jobsite protection also make cleanup easier for roofing crews?

That containment has also changed the cleanup process for crews. Instead of spending as much time raking yards and removing debris from flower beds, crews can empty the nets and move through cleanup more efficiently. Rhino Restoration said the system packs into transportable bags, allowing it to move easily from one project to the next.

How can a cleaner, more protected jobsite help contractors win more business?

The company has also found an unexpected marketing benefit. After completing more than 80 roofs in one neighborhood with The Catch-All installed on every project, Rhino Restoration said passersby regularly stopped to ask about the system. Multiple customers later told the contractor they chose Rhino after seeing those protected jobsites.

How can jobsite protection help build trust with homeowners?

In a competitive market, the company views that visible attention to property protection as another way to build trust. For homeowners, Rhino Restoration recommends asking prospective contractors how they plan to protect landscaping, windows and surrounding property during a roof replacement.

Learn more about The Catch-All and how Rhino Restoration of Georgia uses jobsite protection on roofing projects!

By Jesse Sanchez. 

Recent security flaws highlight why roofing contractors should evaluate their software providers' approach to updates, cybersecurity and protecting sensitive business information. 

Roofing contractors rely on software to manage everything from customer relationships to estimates and invoices, but vulnerabilities in the technology supporting those systems can create significant security risks. In a recent article, Terial examined how two critical security flaws in PHP, a programming language widely used in websites and web applications, underscore the importance of proactive software maintenance and vendor accountability. 

On October 21, 2026, PHP released emergency fixes for two vulnerabilities, known as PHP2Shell (CVE-2026-109618 and CVE-2026-109619). According to Matt Billard, Terial's co-founder and chief technology officer, the flaws could allow attackers to take control of unpatched servers without requiring a password. The Cybersecurity and Infrastructure Security Agency (CISA) subsequently added both vulnerabilities to its list of actively exploited security threats. 

For roofing contractors, these vulnerabilities raise concerns about the sensitive information stored within business management platforms. Customer records, pricing, bids, contracts, invoices and service histories could be exposed if software providers fail to address security weaknesses. Matt noted that at least two widely used commercial roofing platforms operate on PHP, making timely updates and effective security practices particularly important. 

However, using PHP does not automatically make software insecure. The greater risk comes from outdated programming language versions and delayed security updates. Contractors should understand that updating an application alone may not resolve an underlying vulnerability. Software providers must also update PHP itself and restart affected servers to implement the necessary fixes. 

To evaluate potential exposure, contractors can check whether ".php" appears in their software's browser address, although its absence does not rule out PHP usage. Matt also recommends asking vendors about their PHP versions, patching procedures, security investigations and independent testing practices. 

Ultimately, protecting business information requires more than relying on a software provider's general security assurances. Contractors should expect clear communication, documented updates and timely responses to emerging threats. 

Learn more about the PHP security vulnerabilities affecting roofing software and the five questions contractors should ask their vendors in Terial's article on protecting business data!

Airports present challenging construction environments, where constant passenger traffic and strict security requirements mean that even routine maintenance projects require careful planning. Learn how GacoPoly LM60 helped restore waterproofing protection beneath Honolulu International Airport’s Wiki Wiki Tram while keeping one of Hawaii’s busiest airports running smoothly.

What problem did Gaco help the building owner address?

Honolulu International Airport’s Wiki Wiki Tram system, which transports passengers between terminals and baggage claim areas, was leaking water through its above-ground split-slab concrete structure. Rainfall was leaking into areas below the tram in a high-traffic area, often splashing on the heads of passengers and employees. The airport needed a new, durable, waterproofing solution that could be installed without disrupting daily operations.

How did Gaco and the contractor help solve the problem?

Working with Gaco, Alcal Specialty Contractors installed 80,000 square feet of GacoPoly LM60 and GacoPoly E5691 Primer on the tram line. The 30-year warranty-backed 160 mil waterproofing assembly was applied after the onsite crew removed the existing top slab, waterproofed the structural deck and installed a new slab above the membrane. The area was tented and roped off during construction, allowing the airport to maintain normal operations while passengers were routed through alternate paths.

What made GacoPoly LM60 especially suitable for this building?

The elevated Wiki Wiki Tram needed a durable, waterproofing system capable of withstanding Honolulu’s frequent rainfall. Unlike traditional hot-rubber waterproofing systems commonly used in the region, GacoPoly LM60 is a cold-applied membrane that reduces jobsite safety risks and is much simpler to apply. Its one-pass application and monolithic protection made it the ideal solution for a complex, time-sensitive project.

How did Gaco help the facility owner drive down costs and reduce risks?

By restoring the tram’s waterproofing layer, GacoPoly LM60 helped the airport protect a critical piece of infrastructure. The LM60 coating will help protect the tram line and keep pedestrians dry underneath.

What about this project can help gaco and our contractors earn more business?

By breaking a specified competitor’s system and delivering a result that the installer and facility team were happy with, Gaco proved its system’s value in one of Hawaii’s most competitive waterproofing markets. As the largest completed LM60 installation in Hawaii, the Wiki Wiki Tram project showed future project teams that it can provide reliable, long-term waterproofing protection for critical infrastructure. “Using LM60 on the Honolulu Airport Wiki Wiki Tram project gave AlCal Specialty and other contractors trust in the product,” said Josh Wallwork, Area Manager, Strategic Building Products. “Once they saw firsthand how easy the application was and how well the system performed afterward, it opened the door to additional LM60 high-profile projects in Hawaii.”

What about this project highlights the hands-on approach of Gaco’s team of experts?

From product selection through installation, Gaco worked closely with Alcal Specialty Contractors to help secure and execute the project. The team provided technical guidance and field support throughout the installation process, helping the contractor navigate the complexities of working within a large-scale, highly visible environment.

By Jesse Sanchez. 

As wildfire exposure influences roofing decisions, homeowners are taking a closer look at materials, assemblies and long-term resilience. 

Wildfires are changing how many homeowners think about roofing. In areas where fire is an increasing concern, the roof is a vital part in protecting a structure from damage and a point of resilience. Brava Roof Tile helps homeowners consider roofing materials as part of that broader protection strategy.  

Roofing materials and their fire ratings are important considerations in wildfire-prone areas, where roofs are highly exposed to wind-driven embers that can travel ahead of a fire. Fire ratings help homeowners understand how a roof assembly performs under external fire exposure, with Class A representing the highest fire resistance designation under ASTM E108. However, this rating applies to the complete roofing system, including the roof covering, sheathing and underlayment. 

That whole-system approach is especially important in Wildland-Urban Interface (WUI) areas, where developed communities meet or intermingle with wildland vegetation. In these locations, roofing choices may also need to meet specific building requirements. 

For homeowners who want the appearance of traditional materials without some of their practical limitations, composite roofing offers another option. Brava Roof Tile produces composite Cedar Shake, Slate and Spanish Barrel Tile profiles that can be incorporated into Class A-rated assemblies when installed with the appropriate tested components. 

Brava's composite systems are designed to replicate the appearance of cedar shake, slate and Spanish barrel tile while offering lightweight construction and long-term durability. The company's roofing systems have also undergone testing related to fire, impact, wind, temperature, humidity and other performance conditions. 

Homeowners planning a reroofing project can use the opportunity to evaluate more than color and style. Understanding the condition of the existing roof, local fire-related requirements and the performance of the complete roofing assembly can help support a more informed decision. 

Learn more about Brava Roof Tile and its roofing options for homeowners considering durability, fire resistance and long-term home protection!

Finalized financial results available from QXO.

QXO, Inc. (“QXO” or the “Company”) (NYSE: QXO) today reported financial results for the third quarter of 2026. For the three months ended September 30, 2026, basic and diluted loss per common share was $(0.17). Adjusted Diluted Earnings per Common Share, a non-GAAP financial measure, was $0.13.

Note: The following summary of financial results for the three and nine months ended September 30, 2026, includes the legacy Kodiak Building Partners, Inc. (“Kodiak”) operational results from the date of acquisition on April 1, 2026, through September 30, 2026 and the legacy TopBuild Corp. (“TopBuild”) operational results from the date of the acquisition on July 1, 2026, through September 30, 2026. The summary of financial results for the nine months ended September 30, 2025, includes the legacy Beacon Roofing Supply, Inc. (“Beacon”) operational results from the date of acquisition on April 29, 2025, through September 30, 2025.

Brad Jacobs, chairman and chief executive officer of QXO, said, “Our organic daily revenue trends improved for the second consecutive quarter despite a soft construction market. Companywide pricing increased 2.2% year over year. We’re prioritizing higher-margin products; in Roofing and Waterproofing, complementary product sales grew 4.2%, and TRI-BUILT reached a record 10.6% of sales. Mechanical insulation distribution revenue grew 16%, supported by strong data center demand.”

Jacobs continued, “We have significant opportunities to grow by further integrating our businesses. We serve 194,000 customers across the legacy Beacon, Kodiak and TopBuild businesses, but typically supply only a portion of what they need for a project. Our broader offering helps customers work with fewer suppliers, coordinate installation and reduce construction costs. We’re also improving our purchasing terms and applying successful operating practices from individual businesses across QXO.

“Technology will help us serve customers better and operate more efficiently across our network. We’re connecting our sales, inventory and warehouse systems so employees can access information more easily and spend less time entering data in multiple applications. Our people will be able to provide quotes faster, check inventory in real time and respond to customers more quickly. AI will help salespeople identify opportunities to sell additional products and win back dormant accounts. Better delivery planning will improve service and reduce transportation costs.

“We’re on track to reach $4 billion in adjusted EBITDA by 2030 from the businesses we already own and $50 billion in annual revenue within the decade through organic growth and disciplined acquisitions.”

In addition, the Company’s Board of Directors has authorized a common share repurchase program of $500 million with no expiration date. The authorization to repurchase common shares will be used at management’s discretion, and the amount and timing of common share repurchases under the authorization will be subject to various factors. The program does not obligate the Company to repurchase any shares and may be suspended or discontinued at any time.

Third Quarter Highlights

Net sales totaled $4.90 billion for the three months ended September 30, 2026, including $1.64 billion from TopBuild and $589 million from Kodiak.

For the third quarter of 2026, net loss was $123 million and Adjusted Net Income, a non-GAAP financial measure, was $229 million. Basic and diluted loss per common share was $(0.17) and Adjusted Diluted Earnings per Common Share, a non-GAAP financial measure, was $0.13.

Adjusted EBITDA, a non-GAAP financial measure, was $557 million for the three months ended September 30, 2026.

About QXO

QXO is a leading distributor and installer of building products in North America, serving an $800 billionmarket. The company’s mission is to modernize the building products industry through advanced technology and a best-in-class customer experience. QXO is the largest distributor and installer of insulation, the second-largest distributor of roofing products, the second-largest publicly traded distributor of lumber and building materials and the largest distributor of waterproofing products. The company is targeting $50 billion in annual revenue within the decade through accretive acquisitions and organic growth. For more information, visit QXO.com.

Non-GAAP Financial Measures

As required by the Securities and Exchange Commission (“SEC”) rules, the financial tables attached to this press release reconcile each non-GAAP financial measure to its most directly comparable measure under GAAP.

We calculate Adjusted Gross Profit as gross profit excluding inventory fair value adjustments, and we calculate Adjusted Gross Margin as Adjusted Gross Profit divided by net sales. We calculate Adjusted Net Income (Loss) as net income (loss) excluding amortization; stock-based compensation; loss on debt extinguishment; restructuring costs; transaction costs; transformation costs; inventory fair value adjustments; and the income tax associated with such adjusting items. We calculate Adjusted Diluted Earnings (Loss) per Common Share as Adjusted Net Income (Loss) attributable to common stockholders divided by the weighted-average number of common shares outstanding during the period plus the effect of dilutive common share equivalents based on the most dilutive result of the if-converted and two-class methods. We calculate Adjusted EBITDA as net income (loss) excluding depreciation; amortization; stock-based compensation; interest (income) expense, net; loss on debt extinguishment; provision for (benefit from) income taxes; restructuring costs; transaction costs; transformation costs; and inventory fair value adjustments that we do not consider representative of our underlying operations. We calculate Adjusted EBITDA Margin as Adjusted EBITDA divided by net sales.

The following expenses are excluded from Adjusted Net Income (Loss) and Adjusted EBITDA:

Restructuring costs. Represent severance and employee-related costs and abandoned lease costs associated with a restructuring plan that is expected to yield annualized savings but excludes stock-based compensation expense recognized as a result of a restructuring plan.

Transaction costs. Represent certain direct and incremental costs related to M&A activities. Transaction costs are impacted by the timing and size of the acquisitions.

Transformation costs. Represent certain direct costs for strategic investments to modernize our business and operations and to integrate acquired businesses into QXO, including rebranding costs, retention costs for key employees of acquired businesses, IT infrastructure transformation costs, costs incurred to invest in new technologies such as artificial intelligence and costs associated with non-recurring transformational initiatives to improve or optimize business operations. These costs are directed at optimizing the Company’s processes to modernize the Company’s operations.

We have provided a reconciliation below of Adjusted Gross Profit to gross profit, the most directly comparable financial measure as measured in accordance with GAAP, as well as a calculation of gross margin and Adjusted Gross Margin. We have provided a reconciliation below of Adjusted Net Income (Loss) to net income (loss), the most directly comparable financial measure as measured in accordance with GAAP, as well as a calculation of diluted earnings (loss) per common share and Adjusted Diluted Earnings (Loss) per Common Share. We have also provided a reconciliation below of Adjusted EBITDA to net income (loss), the most directly comparable financial measure as measured in accordance with GAAP, as well as a calculation of net margin and Adjusted EBITDA Margin. We have not reconciled our Adjusted EBITDA target to net income, the most directly comparable GAAP measure, because we cannot predict without unreasonable efforts the outcome of certain items that are necessary for the reconciliation, including future acquisitions, stock-based compensation, transaction and transformation costs and provision for (benefit from) income taxes, the impact of which could be significant.

Management uses these non-GAAP financial measures in making financial, operating and planning decisions and evaluating QXO’s ongoing performance. We believe these non-GAAP financial measures facilitate analysis of our ongoing business operations because they exclude items that may not be reflective of, or are unrelated to, QXO’s core operating performance and may assist investors with comparisons to prior periods and assessing trends in our underlying business. Other companies may calculate these non-GAAP financial measures differently, and therefore our measures may not be comparable to similarly titled measures of other companies.

By Jesse Sanchez. 

Get ready to rethink your marketing strategy! Discover how to stand out, build trust and make every marketing dollar count in 2027. 

In an upcoming MetalTalk™, Megan Ellsworth sits down with Michelle Miller, president of Creativate, to explore the ever-changing marketing landscape and what businesses can do to prepare for the year ahead. As the marketing landscape continues to evolve, roofing contractors must adapt to new technologies, changing customer expectations and an increasingly competitive digital environment. From traditional search engine optimization (SEO) to answer engine optimization (AEO) and generative engine optimization (GEO), this conversation will help contractors understand what is most important and how to stay ahead. 

With countless platforms, tools and marketing opportunities competing for attention, knowing where to invest time and money has never been more important. Successful marketing in 2027 will not be about doing everything; it will be about doing the right things consistently. Contractors need intentional strategies that focus on reaching the right customers, building meaningful relationships and turning marketing efforts into measurable business results. By combining emerging technology with authentic human experiences and proven marketing fundamentals, businesses can create stronger connections that go beyond clicks and impressions. 

Michelle brings a marketing leadership perspective to the conversation, helping contractors navigate the challenges of building visibility and establishing trust in a changing marketplace. Together, Megan and Michelle will examine how contractors can strengthen their digital presence while continuing to prioritize the personal connections and relationships that make their businesses stand out. Their discussion will highlight why credibility, consistent messaging and a customer-focused approach remain essential, regardless of how technology changes. 

Attendees will walk away with practical strategies for evaluating their current marketing efforts, understanding which optimization path is best for their brand and identifying the initiatives that can make the greatest impact on their businesses. They will learn how to balance online visibility with offline relationship building, create authentic content that resonates with customers and measure success through qualified leads, booked jobs and revenue rather than vanity metrics. Most importantly, contractors will discover how to narrow their focus, establish two or three meaningful priorities and build a manageable marketing plan for 2027. 

The rules of marketing are changing, but the opportunity to connect with customers and grow your business is stronger than ever. Don't let another year of scattered marketing efforts hold your company back. Make 2027 the year you market with purpose, strengthen your customer relationships and turn your strategy into results! 

Register for this RLW and start building a more intentional, effective marketing strategy for the year ahead!

By Jesse Sanchez. 

SOPREMA worked with Russell Trew Roofing to deliver a long-term roofing solution for Highfield Primary School in Staffordshire. 

Persistent leaks and an aging flat roof created ongoing maintenance challenges at Highfield Primary School in Burntwood, Staffordshire. After several years of water ingress, the school turned to SOPREMA UK for a roofing solution that could improve waterproofing, drainage and thermal performance while minimizing disruption to daily operations. 

An assessment by SOPREMA identified several issues across the existing roof, including damp insulation, standing water, building movement, low-level windows contributing to water ingress and deteriorated roof lights. SOPREMA’s technical team conducted core sample analysis and prepared a condition report, along with budget costs to support the client’s asset planning and financial forecasting. 

For the refurbishment, SOPREMA recommended its SOPRALENE 250 waterproofing system, which carries a 25-year single-point warranty and has been tested to BROOF(t4) fire classification. The project also incorporated tapered insulation to improve thermal performance and address ponding water, along with SOPREMA Draini outlets to improve rainwater drainage. 

The system design followed Safe2Torch guidance, with bespoke details developed for the building’s specific conditions. 

Approved contractor Russell Trew Roofing completed the installation with support from SOPREMA throughout the project. Because the school remained operational, deliveries and on-site activity were scheduled around the school day. Weekend work was also completed when necessary to further reduce disruption. 

The project took place during the winter months, requiring careful planning and site coordination to maintain progress. A dedicated SOPREMA field technician monitored the installation, provided on-site support and approved the completed work for warranty issuance. 

The completed refurbishment provides the school with improved waterproofing and thermal efficiency, helping create a warm, dry environment for pupils and staff throughout the year. 

Learn more about SOPREMA’s roofing systems and technical support for refurbishment projects!

By Jesse Sanchez.

Education, value and thorough communication can help contractors confidently guide homeowners through metal roofing decisions.

For contractors selling metal roofing, the conversation often begins long before a homeowner is ready to make a purchasing decision. Questions about cost, noise, rust, maintenance and appearance can all influence whether a customer ultimately chooses metal, making homeowner education an important part of the sales process. In this episode of MetalCast™, host Karen Edwards spoke with Jim Singleterry, founder and president of RoofSmart, a Seattle-area roofing company, about how his company approaches those conversations. Jim started RoofSmart more than 15 years ago and has seen growing interest in metal roofing as
homeowners consider alternatives to asphalt shingles.

Explaining the differences between the systems is especially important because many homeowners have limited experience purchasing a roof. Jim explained, “Most of the time the impression is that metal is nicer and lasts longer, but they don’t really know how to quantify that.”

Noise is one of the concerns contractors may need to address, particularly in a rainy market such as the Pacific Northwest. While homeowners may associate metal roofing with the sound of rain hitting an open pole building or other uninsulated structure, Jim emphasized that an insulated home is different. He noted, “If you’ve got an attic and you’ve got insulation, you’re probably not going to perceive any difference on the inside of your home.”

Rust, moss and ongoing maintenance can also become part of the discussion. Jim stressed that the paint system is critical on steel roofing, while corrosion-resistant coatings help protect the material. Moss behaves differently on metal as well, generally developing only when debris or residue remains long enough to support growth rather than growing directly on the metal itself.

Cost can require an even deeper conversation. Contractors can help homeowners look beyond the initial investment by considering how long they expect to own the property and how often a roof may need to be replaced. Financing can also help bridge the difference between a homeowner’s available budget and the project they ultimately want.

For contractors, confidence in discussing metal roofing can be just as important as product knowledge. Jim encouraged salespeople not to steer homeowners away from the option simply because it carries a higher initial price. He advised, “If the customer sees value in it, then why talk them out of it? It is better.”

Listen to the podcast or Watch the conversation to learn more about how answering homeowner questions with education, transparency and confidence can help turn interest in metal roofing into closed sales!