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

Looking Back on 2023 with the RMRER

Issue #235 | January 3, 2024 | Ethan Young

With 2023 over, I’d like to take this chance to look back on the last year of the Executive Report. Let’s hit the highlights and see where the last 23 issues took us. 

We covered quite a few topics last year, from AI to marketing to content creation. Some issues, like our deep dive into the movie Air, were more about changing up your thinking, while others were strictly practical advice from our experience manufacturing and selling residential metal roofing. 

Here are six of 2023’s issues to take with you in 2024.

  1. Jan- Market Penetration and the Dodge Report 
    Our second issue of 2023 dealt with a vital statistic for the residential metal roofing industry: market penetration. While we often throw around the market share of metal roofing (18% as of last year), market penetration is harder to quantify. It involves customer beliefs and long-held opinions. Your challenge as a provider is changing attitudes and growing positive perceptions of metal roofing.
  2. Feb- Writing Compelling Case Studies 
    Case studies are a valuable content tool for any sales organization. They demonstrate your ability to work with a customer to complete a project that all parties are happy with. They give you a chance to show off your installation and customer service skills in a neat package that is easily shareable on social media or your website.
  3. March- Why Do People Buy Premium Products 
    Let’s face it: metal roofing is a premium product. This increase in cost doesn’t have to be crippling to customers. Instead, focus on solving the customer’s problem and demonstrating the value your solution brings.
  4. June- Customer Experience Post-Purchase 
    We often execute a successful project and then leave the customer to enjoy the result, giving up a crucial time to foster positive word-of-mouth and testimonials.
  5. August- AI Writing’s Viability 
    AI and its many uses are taking the internet and businesses by storm. But should you harness it for your business? This differs greatly by your level of time and commitment. This article showcases a simple test of AI on writing copy about metal roofing.
  6. August- Creators to Pay Attention To 
    Just like we bring you valuable content on metal roofing, we recommend developing a list of content creators who also bring you value. We featured four of our favorites here

We hope you’ve gotten meaningful information, advice, and applicable knowledge from last year’s Executive Report, and we’re honored that you continue to read us every month. Please stay tuned in 2024, we have plenty more issues on the way and a few exciting opportunities we’ll discuss in the upcoming months. 

Here’s to a successful 2024!

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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