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

Why should you write a case study?

Issue #170 | March 23, 2021 | Ethan Young

Industry News
Isaiah Industries is proud to sponsor LeadCon 2021, a lead generation event for the home improvement and remodeling industry. Led by Tony Hoty, a sales and lead generation master, this two-day event takes place May 19th-20th in Orlando for $595. With Isaiah Industries as your sponsor, that cost drops to $95, a spectacular value for this premier sales workshop. Here at Isaiah, we’ve seen the effects of Tony’s training firsthand, featuring him as a speaker at several of our Metal Roofing Summits. Don’t miss out on this event! Visit, select Isaiah Industries as your sponsor, and buy your tickets today!

Hello, and welcome to another issue of the Executive Report, your source of up-to-date information on sales, marketing, and installation in the residential metal roofing market. While we usually keep our focus on those areas, in our last issue, we brought a special report on two discontinued metal shingle lines from major manufacturers Tamko and CertainTeed. The MetalWorks line, along with the Matterhorn line of metal shingles, will no longer be offered. This change comes as a surprise to contractors and homeowners alike, who now seek alternatives. If you were considering either product and need help identifying a replacement, contact Todd Miller at

For this issue, we’ll be exploring the benefits of case studies, how we use them for sales and marketing here at Isaiah, and how you can start creating your own. To start, let’s look at why case studies are worth investing time and energy in.

Benefits of Case Studies:

  • Shares a story the customer can follow, from the first meeting to the finished project
  • Give insight into how you approach projects
  • Opportunity to show off some of your best work
  • Showcases extended customer feedback
  • Easily marketable
  • Powerful lead generators
  • Great content for industry sites
  • Can be integrated with project galleries/testimonial videos

Case studies are powerful tools for demonstrating your work to customers in a longer format, a way to present the details, visuals, and clear benefits of your products. They are multi-purpose, effective sales aids that get results.

How we use them at Isaiah:

  • We create them for unique and worthy projects
  • We share them on social media
  • We share specific ones with architects local to the project
  • We integrate video testimonials
  • We create a narrative the customer can follow
  • We feature them on our website
  • We send them to industry sites like the MCA/MRA
  • We publish them in magazines (Mar/April issue of Western Roofing)
  • We provide them as marketing material to our contractors

One case study can be used in a multitude of ways and adapted to many situations. Once written, you can edit it into an article for magazines or websites. You can also feature the pictures in an Instagram carousel and link back to the story or send them unchanged to interested parties.

How can you create your own?

  • Be on the lookout for worthwhile projects
  • Speak with the homeowner beforehand to get permission and pictures
  • Interview with questions focused on the information you need
  • Find a focal point to base the story on a theme to shine through
  • Craft your story around your theme, working in quotes and pictures
  • Polish your study and prepare to send it to all parties involved
  • Share it on social media and with industry sources

Not every project is suitable for a case study. We look out for unique homes, complex roofs, or stories worth telling. No matter what draws people in, filling it with a compelling narrative, including vivid quotes and the best visuals you can produce, will make your story worth reading.

If you take these things into consideration, case studies can be an excellent way to share your company, your work, and your customer’s experience with future prospects. They can imagine themselves in the customer’s shoes and see exactly how a project unfolds. We find that they can even create a sense of familiarity and comfort with our company, as people see how we work. Case studies can be a powerful tool, so take advantage of them today.

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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