Residential Metal Roofing Executive Report Marketing, Lead Generation, In-Home Sales, Installation, Referral Maximization

Being Thankful

Issue #88 | November 21, 2017 | Todd Miller

Happy Thanksgiving! I hope that this finds you and yours well and anticipating a great holiday with family and friends. I want to share with you a quick story of something that reminded me recently of one of the many things I am blessed by and thankful for.

It had been a year or more since I last did this but I recently did some “googling” and one of the things I searched for was “metal roofing siding windows contractor”. I was very surprised by the results! There are so many more specialty and remodeling contractors advertising metal roofing these days! Many more than I have ever before seen! I was really pretty blown away by it. It’s great to see so many professional contractors talking about metal roofs.

Out of that experience, I was reminded of how thankful I am for working in a vibrant and growing industry. I have spent my entire career in the field of residential metal roofing, dating back to when my father started our business in 1980 and I was a junior in high school. I have seen so many changes over the years. I even remember being so excited when we paid something like $2500 for our first fax machine, and I marveled at how that changed business for us!

But, one thing that has been consistent has been the growth and expansion of metal roofing in residential applications. When I graduated from college in 1986, one of the first things I did was travel around the country meeting with the few contractors who were selling residential metal roofing at the time. Then, I worked to help build and support more contractors doing the same. Our company’s commitment to contractors has been consistent since the beginning – unless the contractors selling our products are successful, we’re not successful.

Recent studies show that metal roofing holds about a 14% share of the residential market. That is so much higher than it was just a few years ago. I remember numbers in the low single digits less than 20 years ago. But, the upside is still there! Metal roofing is part of the ongoing evolution of better building materials that homeowners are continually seeking. The market will continue to grow and many people are anticipating a 20% market share sometimes around the year 2020. And, keep in mind just how large the residential metal roofing market is!

Fact is, throughout that time, we have seen that professional contractors who know how to market well and who are capable of selling value are the ones who rise to the top. They are the ones who grow the industry and “make” the industry. They are the ones who have the ability to take good care of their customers and allow our industry to continue to shine. In response, and to support their efforts, we have developed numerous tools and support mechanisms including free professional sales and demo kits, a fully-scripted in-home sales presentation, assistance with lead generation, and free creative and graphic arts services – all along with lightning fast lead times.

So, while there are so many blessings in my life for which I am very grateful, when I think about my career and business, I do feel so fortunate to have worked in just one industry and it’s a growing one at that.

I wish you and yours the best throughout this holiday season. Whatever role we play in each other’s lives, know too that I care about you and your business. In fact, we have a prayer team here at work and, if you’re ever going through anything personally that you’d like to know that warm prayers are being made on your behalf, just let me know.

Thank you for being a faithful reader of the Residential Metal Roofing Executive Report. We do appreciate you. Please contact us whenever we can be of help.

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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