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


Issue #223 | June 13, 2023 | Ethan Young

Lessons from the Biggest Deal Nike Ever Made

If you haven’t been to a movie theater recently, you might have missed Air, a film covering Nike’s landmark deal with Michael Jordan and the unconventional path to closing it. Starring Ben Affleck, Matt Damon, Jason Bateman, and Viola Davis, Air digs into the business of signing professional athletes to endorsement deals. To summarize the film (spoilers ahead),… ( read more )

Issue #222 | May 24, 2023 | Ethan Young

The Most Common Struggle of Metal Roofing Contractors

Just recently, Isaiah Industries President, Todd Miller, ran a poll on LinkedIn. He asked metal roofing contractors and specifiers to choose the area they struggle with the most in metal roofing. Their options were generating leads, selling jobs, sourcing materials, and installing roofs properly.  Before I reveal the results, which area do you struggle with the… ( read more )

Issue #221 | May 10, 2023 | Ethan Young

The Power and Potential of Roof Visualizers

As technology advances, new tools improve the construction experience for homeowners, contractors, and manufacturers.  One of the most effective tools we’ve found to improve the discovery and sales phase for homeowners is a product visualizer. One step further than the beauty shots on your website or social media, visualizers put your product directly on their… ( read more )

Issue #220 | April 11, 2023 | Ethan Young

The 2023 Metal Roofing Summit: A Can’t-Miss Opportunity

Typically issues of the Residential Metal Roofing Executive Report are full of practical ideas and insights you can leverage to grow your home improvement business. We focus on a variety of topics like marketing, technology, sales, leadership, and the customer experience. However, in this Special Issue, I want to mention the Metal Roofing Summit, a premier training, motivational,… ( read more )

Issue #219 | April 4, 2023 | Todd Miller

A Breakdown of the Customer’s Journey

Many marketing experts believe that companies should prioritize a positive customer experience to cut through the flood of messages that bombard prospects. This experience starts when customers first hear your name and continues until well after the sale.  If you google “customer journey,” multiple descriptions and variations will pop up. Some versions simplify it into… ( read more )

Issue #218 | March 22, 2023 | Ethan Young

Why Do People Buy Premium Products?

I recently spoke to a homeowner with a beautiful, century-old home, English countryside on the outside and Arts and Crafts inside, lots of dark wood and character. They needed a new roof but struggled to find roofing to match their existing cedar shakes. I sympathized with the lack of skilled labor and shared metal roofing… ( read more )

Issue #217 | March 8, 2023 | Ethan Young

Selling With The Customer In Mind

If you listened to our podcast (Construction Disruption) recently, you might have heard us discuss ethical selling and, by extension, consultative selling too. Most professionals are familiar with ethics, sales, and consulting, but combining the three yields promising results.  Sales power most businesses, whether those appeals come from marketing campaigns, targeted ads, fundraisers, promos, or… ( read more )

Issue #216 | February 22, 2023 | Ethan Young

How To Write A Compelling Case Study

Nearly two years ago, we published our take on case studies. Since then, we’ve put out several more case studies on residential and commercial applications of our Classic, Kassel & Irons, and Green American Home products.  Our first piece focused on why to write a case study, but I’d like to delve into the how. Case studies are… ( read more )

Issue #215 | February 7, 2023 | Todd Miller

Your Website and the Customer Experience

Over the past few months, I’ve written a series of reports on different aspects of the customer experience. So far, I’ve found that the more you focus on creating a great experience for your prospects and customers, the more you stand out from the competition and become the specialist in command of your marketplace.  I… ( read more )

Issue #214 | January 24, 2023 | Ethan Young

Market Penetration and the Adoption Curve

Market penetration is how effectively a product reaches the potential market, not a percentage of the market occupied. While residential metal roofing has 17% market share, according to the 2021 Dodge Report, market penetration is another story.  In the broadest view, the potential market for residential metal roofing is every home in the US, a  staggering 130+… ( read more )

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