Expanding Opportunities
Diversifying Your Business Reinvigorates Marketing
by Heidi J. Ellsworth, Owner, HJE Consulting
(Editor’s Note: Heidi J. Ellsworth, a graduate of the University of Portland, has been working in the roofing industry since 1993. Having held positions with EagleView® Technology Corporation, Carlisle® Construction Materials, Eco-Star™, and Malarkey Roofing Products®, Ellsworth is now the founder of the roofing-focused marketing firm, HJE Consulting Group. She is also the author of “Sales and Marketing for Roofing Contractors,” a guide for small businesses in the roofing industry.)
As global economics and political dynamics continue to evolve, businesses must adapt quickly to changing conditions. With significant growth initiatives such as the Infrastructure Investment and Jobs Act, shifting interest rates, and potential tariffs, industries are facing fluctuating construction demand and material shortages. These shifts create an environment in which business strategies must remain nimble, particularly within the roofing sector.
From a marketing and business planning perspective, diversifying your company offers tremendous value. If your focus is on commercial roofing, it’s essential to stay ahead of market demands by exploring growing sectors such as roof coatings and metal roofing. For residential roofing, diversifying into areas beyond the roof, such as siding, windows, and outdoor construction, can prove beneficial.
We are currently in the midst of the tradeshow season, making it an ideal time to explore opportunities for expanding or diversifying your business. Large industry events like the International Roofing Expo (IRE), which was held in February, offer a chance to learn about emerging trends. Additionally, smaller, niche conferences focus on specific segments within the roofing industry, such as coatings and spray foam, presenting valuable opportunities for growth and adaptation.
Having recently attended the Spray Foam Conference, I was reminded of the many ways roofing businesses can diversify in response to economic changes. Spray foam insulation, which offers excellent performance, durability, water tightness, and energy efficiency, is an especially promising product to consider. Amid rising inflation, potential tariffs on imported materials, and possible changes in tax incentives, spray foam’s status as an American-made product makes it a reliable solution in an uncertain economic environment.
The Spray Foam Conference was full of industry experts ready to share their experiences, some of which were shared at the General Coatings and Coatings®CoffeeShop Contractor Panel. A highlight of the panel came from
Luke Nolan of Central Coatings in Central California. Nolan’s company has tailored its focus to spray foam roofing applications, recognizing that California’s market demands higher R-values and environmentally friendly solutions.
Nolan emphasized, “We have been very active with state and local municipalities to understand building codes and how they are being enforced. The higher R-values are helping building owners save on energy costs and spray foam is the perfect application. We work with some of the largest corporations in Silicon Valley. It’s about understanding the
needs of building owners and state requirements. We’ve diversified our business practices to meet market demands.”
Gary Harvey of Wedge Roofing, also from Central California, shared similar sentiments. As a board member of the Spray Polyurethane Foam Alliance, Harvey has seen the continued rise of spray foam throughout the West. He explained, “We are delivering benefits that the economy needs, whether that’s increased R-value, reflective coatings, or roof restoration. Businesses are increasingly looking for alternatives to tear-offs and reroofing. Roof restoration combined with spray foam and coatings is in demand.”
This growth is not limited to spray foam alone. The metal roofing market is another sector experiencing substantial expansion. Both residential and commercial applications of metal roofing continue to gain traction, especially in regions dealing with severe weather conditions. There is a significant demand for durable, resilient roofing that can withstand the elements and metal roofing is increasingly seen as an ideal solution.
Many metal roofing systems utilize recycled materials and are fully recyclable, and several can be retrofitted over existing roofs, reducing waste and saving on labor costs. Furthermore, metal roofing has been shown to be effective against not only weather but also natural disasters like fires, something increasingly important with the growing fire danger across the Western United States.
The potential for insurance support for metal roofing in fire-prone areas may further accelerate its adoption. For roofing companies, offering metal roofing applications could be a powerful addition to their service offerings. Seeking out training and certification in metal roof installation is one way to build credibility and meet market demand.
A key tradeshow to look forward to this fall is METALCON, an event focused on metal building. This show provides invaluable resources on metal applications, tools, and equipment, opening doors to opportunities in the metal roofing market. Additionally, partnering with industry leaders like Sherwin-Williams® and their METALVUE program, contractors can establish themselves in metal roofing. Their tagline, “Make More with Metal”, underscores the potential for businesses to diversify through metal roofing systems.
Diversifying your business to include new products and services can breathe new life into your marketing strategy. Communicating these changes to past customers, updating digital assets, and leveraging influencer marketing are all effective ways to promote your expanded capabilities. As you move into new markets, the wider range of services you offer can help you stay relevant and competitive in a dynamic roofing industry.
This year, make it a priority to attend industry events, where you can learn about new products, technologies, and initiatives that can keep you ahead of the curve and help your business navigate economic changes.
