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

Special Report: Discontinued Products

Issue #170 | March 11, 2021 | Todd Miller


2 Manufacturers Leave Contractors Scrambling

Despite an ever-growing market share for residential metal roofing, major players  CertainTeed and Tamko in the roofing industry recently announced their metal shingle product lines’ discontinuation.

Virtually “out of the blue” from what I understand, the Matterhorn and MetalWorks lines of metal shingles, aimed primarily at the residential market, are unavailable.

This news has left contractors scrambling for other options amidst rising metal prices and raw material shortages. All while working hard to keep schedules on track and customers satisfied.

We understand how frustrating that can be.

When asked why Certainteed and Tamko would make this change, we are reminded that large companies entering and exiting the metal shingle industry are not unusual.

We’ve seen it in the past with  Kaiser Aluminum, Alcan,  Reynolds AluminumAlcoa Building Products, and others.

Why did this happen? Sometimes bigger isn’t better.

In most cases, the chief reason for exiting the metal shake, shingle, and slate niche is the high level of service required for success.

Large manufacturers, typically more commodity-driven with products like asphalt shingles, struggle with the amount of time and attention needed for specialty products.

As a result, the products never gain traction internally or externally. Sales goals fall short, and the economies of scale that these companies get from their other product lines never materialize. These missed expectations lead to discontinuation.

Availability and Stability: Metal Roofing Alternatives

The modular metal panel market, from a manufacturing standpoint, continues to be led by smaller, “boutique” producers.

Several well-established manufacturers provide the support, sales training, installation training, and customer service required by contractors like you who sell these high-end specialty roofs.

The list of these market leaders includes Isaiah Industries. Classic Metal Roofing Systems. Edco. Kassel & Irons. Interlock, and ATAS International.

The interest in and growth of metal shingles seems unlimited, especially as integrated or add-on solar options beckon on the horizon, and homeowners live in their homes longer.

For property owners with a long-term perspective, attractive metal shingle, shake, and slate options offer traditional beauty along with durability, energy efficiency, fire safety, and many green benefits.

If you find yourself stuck trying to find a suitable replacement for Certainteed’s Matterhorn or Tamco’s MetalWorks products, please drop us an email at Todd.Miller@isaiahindustries.com.

We would be happy to 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.

You may pull quotes from this article provided you include a link back to the original article on this site. You may not reprint this full article, or even a significant amount of the article, without explicit permission. To gain permission, click here.

Leave a Reply

Your email address will not be published. Required fields are marked *