Eight Ways to Improve Your Business in 2026
Industry News
Join us from February 2-4 in Piqua, Ohio, for our first Dealer Onboarding Session of the year! This event is open to any home improvement company interested in capitalizing on the growing residential metal roofing market. Sessions will cover Isaiah’s in-home sales process – designed to increase your close rate and margin of all roofing sales – proven tactics for lead generation, and an installation overview, with a bonus virtual workshop featuring bestselling author Marcus Sheridan on AI and the new age of lead generation. Group rates are available for reservations made before January 20, so register today to accomplish your goals in 2026 and beyond!
Happy 2026! Over my forty years in the residential roofing business, I’ve witnessed many trends and changes come and go. One consistent fact is that these cycles tend to repeat themselves, often driven by the economy and weather patterns.
As I look at the current state of the market, eight things come to mind for residential roofing contractors to focus on in 2026:
- Margin- We’re going to see more people entering the roofing business this year. Most of them will be willing to join the race to the bottom. This race is a dangerous trap that sacrifices long-term results for short-term gains. Investing in your company and your processes will be much more lucrative later.
- Differentiation- Your company should stand out to prospects, and your unique competitive advantage should attract potential customers through the entire buying journey. Discovering this advantage should be a top priority to establish your identity within the larger market.
- User experience- Once you’ve attracted prospects, deliver on your promises with a stellar user experience. If you’re the premium option, make it a luxurious, comfortable experience that instills confidence.
- Closing ratio- Homeowners are often making their buying decisions online, reducing the number of quotes and competitors they consider. This change results in fewer leads, so you need to make the most of every lead you get.
- In-home sales presentation- If you want to thrive, the days of sending a handwritten quote are over! Invest in a solid, replicable in-home presentation that guides the homeowner through their needs, choices, and the best solution for them and their home. Keep the focus on them throughout.
- AI- The top contractors are quickly adopting AI in a variety of ways, from marketing to process automation. When using AI to create content, follow your company’s core values and tone. Use AI to stand out, not to blend in.
- Build sustainably- Roofing businesses focused solely on responding to extreme weather will always be feast or famine. Make serious, thoughtful changes now to keep your business around for the long term.
- Take it seriously- Put the work in now to determine how 2026 will grow and change your business. For many roofing contractors, it will be a challenging year, but you have an opportunity to shape your future.
If you’re stuck on any of these, reach out! I’d be delighted to share my expertise and passion for this industry. I’ve been fortunate to see it grow tremendously and would love to help you enjoy that trend. You can reach me at todd.miller@isaiahindustries.com or 937-773-9840.
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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