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

Residential Roofing Combined With Solar Is The Future

Issue #132 | August 20, 2019 | Todd Miller

In this issue of the Residential Metal Roofing Executive Report, we will discuss why, starting now, Solar Energy is one of the biggest things to ever hit the home improvement industry. But, first, I want to share a valuable opportunity with you.

This Thursday, August 22, starting at 11 am Eastern, we will continue our series of “Let’s Be Frank” webinars / conference calls. We have another great topic this week as we talk to Frank Farmer, president of the industry-leading American Metal Roofs in Michigan.

In this free call, Frank will address this question: “If metal roofs were lower cost than asphalt shingle roofs, would you sell more metal roofs?” Listen in as Frank shares step-by-step how to help the customer discover that the true cost of owning a metal roof is significantly less than owning an asphalt shingle roof. Whenever we ask a contractor what would help them sell more metal roofs, they respond “If the price was lower.” In this call, Frank will cover how it indeed is lower and how you can be the guide to help a homeowner be their own hero and discover this great news.

Join us on this 45-minute call so you’re not the one leaving the home without a paycheck! Following are the details for how to attend this free call / webinar.

Topic: Let’s Be Frank: If Metal Roofs Cost Less Than Asphalt, Would You Sell More Roofs?
Time: Aug 22, 2019 11:00 AM Eastern Time (US and Canada)

Join Zoom Meeting at

Or dial in for the Conference Call at:
+1 646 558 8656 US (New York)
+1 720 707 2699 US

Meeting ID: 351 626 626

Okay, now, let’s talk Solar Energy!

For many years, I have made the statement “If you are in the roofing business, you must consider yourself to also be in the energy business.” This is because rooftops are the ideal place for most buildings to save energy and also to harness energy.

Today, though, I would go so far as to say the following:

“In the residential sector, it is the roofing and home improvement industry, not solar contractors, who will drive solar forward and make it more the norm than the exception.”

I make the above bold statement for three reasons:

  1. The solar industry, geared primarily toward very large scale installations, makes solar too difficult for homeowners to make a buying decision.
  2. The solar industry does not really understand what drives homeowners’ emotions and decisions.
  3. When solar is integrated with a roofing installation (in whatever fashion), then it becomes more affordable for homeowners.

It is in the hands of home improvement and roofing specialists to “bring solar home.” We all know the reality – California’s 2020 solar mandate for new construction, other incentives across the country, as well as lots of other legislation on the table in various states. The world is serious about solar and technological advances are driving it to be the common energy of the future.

The problem is that large-scale solar contractors make it too complicated for homeowners. They try to boil it down to a numbers-only decision, focusing on investment value and ROI over time. Yes, that is “one” factor that may drive a homeowner’s decision but, as we know, home improvement decisions are emotionally-driven decisions and commonly based on things like:

  • Following their personal convictions to do what they feel is right for the environment.
  • Looking for ways to increase their home’s value and salability.
  • Reducing their monthly operating costs.
  • “Keeping up with the Joneses!”
  • Not falling behind technology.
  • Seizing their next “every 17 years” re-roofing opportunity as a way to add solar at a lower cost.

Now, here’s why metal roofing and integrated solar (versus traditional PV panels) are the perfect marriage: By integrating solar within a metal roof installation, you significantly reduce the “upcharge” for solar by compensating with the cost savings of the metal roof that will not need to be installed in that roof area! In some cases, this can reduce the solar cost by nearly 50%.

If you’re in the home improvement or roofing business, now is the time to seize solar. We’d love to be your partner in that. Please contact me if this interests you and we will begin discussing the emerging opportunities. I can be reached at todd.miller@isaiahindustries.comand 1-800-543-8938, ext. 201.

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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3 responses to “Residential Roofing Combined With Solar Is The Future”

  1. Phillip Ratapu says:

    Hi Todd, I’m interested in all of the above. Love to catch up soon.

  2. Joh says:

    You get it.

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