The Aesthetics of Metal Roofing
This is a very special issue because it marks the first in a series of issues which will focus on the primary benefits of residential metal roofing and how those can best be presented to homeowners. Sadly, many contractors try to sell metal roofing just by giving a bid. However, it’s the contractors who know how to present product features in ways which are emotional for homeowners and show value-added benefit to them who are getting the deals! Isn’t that the end of the spectrum you want to be on?
I believe that the most important benefit to metal roofing is the Aesthetic value of the product. If the homeowner does not agree that they want the “Look” of your metal roof on their home, you may as well pack your bag up and go home. You will not get that sale. However, if they do come to the conclusion that your product will look GREAT on their home, then that becomes an emotional touch point which very likely will lead you to a sale.
So, how do you sell a homeowner on the aesthetics of a metal roof? Here are a few tips.
First of all, you want to compliment them on their home. The more they see their home as beautiful and as a reflection of themselves, then the more emotional they will become about choosing the right roof for their home.
Next, you want the homeowner to agree that their home’s beauty affects how they feel about their home, and also the value of their home. In this process, you need to help them understand that a large portion (often at least 50%) of their home’s exterior is ROOF! They would never use the same siding or trim colors as all of their neighbors so why do we often all use the same roofing? Doing so is a lost opportunity to characterize and individualize their home.
You want to get the homeowner to think about how their home looks in relation to their neighbors’ homes. Ideally, they will want their home to “stand out” in terms of quality and attractiveness but “fit in” in terms of aesthetics.
The homeowners need to understand the wide variety of colors available in metal roofing. They need to know that a huge part of the fun of buying a metal roof is choosing the color. Once you get them to select a color, you are all but assured of a sale!
Homeowners need to understand that most roofing materials have two lives – a “functional” life and an “aesthetic” life. For most products, the functional life is longer than the aesthetic life. The roof may last 15 years but, after 5 – 7 years, it is streaked, stained, curled, and detracting from their home’s beauty AND value. Metal roofing, on the other hand, maintains its good looks and added home value EVEN AS IT AGES!
Whatever style of metal roofing you offer, you will need to help the homeowner see how it will look GREAT on their home. If you offer vertical seam products, you can do this but many contractors focused on the residential market find that homeowners are more interested in products that look like traditional roofing materials such as shingles, shakes, slate, and tile. Many manufacturers offer visualization software so that homeowners can really understand what a particular product style will do for their home’s curb appeal.
Finally, one big question that homeowners have is what impact a metal roof will have on their home’s value. There are many things to include in answering this question and, over time, they will all be provided in the Residential Metal Roofing Executive Report. However, one thing to help homeowners understand is that potential buyers are always more attracted to homes that are maintenance-free, energy-efficient, and beautiful. Metal roofing fits all of these criteria and, hence, will add great home value in the mind of a potential buyer.
So, as you hone and perfect your in-home sales presentation, spend plenty of time on AESTHETICS. If the homeowners do not agree that your roof will add beauty to their home, you will never get the sale. As always, good selling to you and feel free to email me at firstname.lastname@example.org whenever I might be of service.
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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