The Energy Opportunity You’ve Been Missing
Did you catch Elon Musk’s recent interview with Donald Trump? I tuned in for part of the interview and caught up with this recap article. One point they discussed reminded me how badly we’re blowing it in the residential roofing industry. It was a moment when the two disagreed with one another.
At one point, they discussed fossil fuels versus renewable and sustainable energy. Trump said we had “possibly hundreds of years” of fossil fuels remaining in the earth. Musk said it might be less than a century. Musk’s number is what most scientists agree with, but it doesn’t make any difference whether it’s less than a century or even several; we need to prepare regardless.
And this is where the roofing industry is missing an opportunity.
At least twenty years ago, I commented that if you’re in the roofing industry, you are also inherently in the energy industry. In the US, about 35% of all electricity use is for powering our homes. A huge driver of that is summertime air conditioning loads. We talk about a housing shortage, so everyone is focused on building more homes. Of course, that increases energy use further.
Roofs are an ideal place to both save and harness energy. Being so exposed to the sun, much summertime heat gain is through a home’s roof. And, of course, that also makes the roof prime real estate for solar collection.
This creates a massive opportunity for homeowners to make a lasting impact on their home’s energy consumption with their roof. The right choice can forever alter the utility cost to operate that home.
However, most roofing contractors don’t discuss this. Or, if they do, they say something like, “Oh, and this can save energy and also have solar mounted to it,” and they leave the discussion at that.
Again, I think we’re blowing it. If you’re in the metal roofing business, a prime part of your homeowner presentation needs to be explaining the importance of reducing energy consumption, followed by a thorough and convincing explanation of how choosing the right roof will have a positive impact on their home and their ongoing energy use.
This means breaking down the three methods of energy transfer—radiation, conduction, and convection—and explaining how a metal roof can impact all three. In particular, it involves talking about the inherent thermal break in certain metal roofs, like metal shingles, that stops conductive heat transfer right at the rooftop.
It means discussing the various, worry-free ways of mounting solar panels on metal roofs. It involves mentioning the life expectancy of metal roofs. It involves discussing integrated solar collection options such as solar shingles.
Your company can differentiate itself and capitalize on this opportunity by tailoring your in- home presentation to educate homeowners so that they make informed decisions that are right for themselves, their homes, and the environment.
At Isaiah Industries, we train contractors in these areas and help them change their businesses so that they might command their marketplaces. Contact me today at 1-800-543-8938 ext. 201 to ensure your business isn’t passing up this prime opportunity.
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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