How Will Tariffs Affect Metal Roofing?
Tariffs and their potential consequences are certainly heavy on the minds of many industries right now. As I discussed in Issue #262, we’re already seeing an impact on metal building materials including roofing. We’ve recently seen manufacturers announcing 6 – 21% price increases to combat the change.
With every difficult situation, though, opportunities present themselves. In this case, the prospect of significant tariffs on cars and automotive parts offers the metal roofing industry a chance to engage with homeowners.
Funnily enough, the biggest competitor for a metal roof is often a homeowner’s next new vehicle. We typically see that metal roofs cost about the same as putting a new car in the garage. Also, metal roofs are frequently paid for with financing, the same as new cars and trucks.
So, when we ask a homeowner to invest in a new roof, we may very well be asking them to put off buying their new car for a few years. It may not be as flashy, but they can certainly see greater value with a new roof than a new vehicle.
The incoming tariffs will likely affect the price of a new car much more than a metal roof. So, you can argue that it makes sense to avoid springing for the new car and invest in the metal roof instead. A new metal roof offers ongoing ROI in terms of freedom from maintenance and eventual replacement, enhanced home value and curb appeal, and energy savings.
You’d be surprised how pertinent this comparison can be for many homeowners. Reframing a major purchase in more familiar terms often simplifies their decision-making process. However, if they aren’t considering a new car, you can try a different approach. I still think it’s important to stress the durability and longevity a metal roof provides compared to alternatives.
In other news, we are rapidly seeing increased interest from consumers in quality metal roofs. While we’re coming off of some quieter months, things seem to be turning quickly.
Please get in touch with me anytime if you’d like to discuss these things in detail or if you have anything to share with me
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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