Contractor Advantage May / June 2023

ROOF AGAINST THE ELEMENTS

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SIDING WITH SUCCESS

May / June 2023

Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada.

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Editorial Director Castle Castle Building Centres Group Ltd. Jennifer Mercieca Art Direction and Design Espress Labs Inc. Contributors Danila Di Croce Lawrence Cummer

Advertising Inquiries and Marketing Contact Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca Material Contact Karen Dougherty Marketing Administrative Assistant Castle Building Centres Group Ltd. 905-564-3307 kdougherty@castle.ca Published and designed exclusively for Castle Building Centres Group Ltd.

by Espress Labs Inc. On the cover: Building Products of Canada Corporation

ABOUT CONTRACTOR ADVANTAGE

MAY / JUNE 2023 Volume 28 Issue 3

CONTRIBUTORS

DANILA DI CROCE Danila Di Croce is a Toronto-based writer with over 10 years of experience in the fields of media and education, including a Masters in Media Production from Ryerson University. Throughout her experience, Danila has worked in the areas of public relations, marketing, radio and television broadcast, and has contributed to various national publications on a wide range of topics including entrepreneurship, building construction, workplace health and safety and hospitality.

LAWRENCE CUMMER Lawrence (“Law”) Cummer is a freelance writer and editor and has been a frequent contributor to Contractor Advantage, Ideas and Rough Construction for nearly a decade. Over his more than 20-year career, Law has written about contracting and construction, general business, information technology, health and safety, personal finance and almost every topic in between. He has a passion for storytelling and sharing how people can work better, easier — and “smarter” — from contractors to technologists to business executives.

KATE ZABRISKIE Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the United States and internationally. For more information, visit www.businesstrainingworks.com.

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CONTENTS

TABLE OF OF TABLE

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ROOF AGAINST THE ELEMENTS As scientists warn about the Earth’s changing climate, it is important to consider the impact of those warnings on different aspects of our everyday lives, including the dwellings in which we live.

DON’T GET DISTRACTED BY DAZZLE – INSTEAD, RELIABLY AND REPEATEDLY DELIVER GOOD CUSTOMER SERVICE They’re hit or miss. Sometimes the service is marvellous. Other times it’s simply meh. I’m afraid to recommend the place because I can’t trust them to deliver.

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SIDING WITH SUCCESS After two years of unparalleled growth, the siding business continues to go strong into 2023.

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ROOF AGAINST THE ELEMENTS

Written by Danila Di Croce

Photo courtesy of IKO Roofing Ltd. 6

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As scientists warn about the Earth’s changing climate, it is important to consider the impact of those warnings on different aspects of our everyday lives, including the dwellings in which we live.

When considering home options, most look at size and appeal, however how much consideration is given to the area that provides the most shelter and protection from the elements? With considerable changes in forecasts on the rise, it is time to give a little more attention to the area of a home most impacted by Mother Nature, the roof.

“As more severe weather events such as, high winds, as occurred in the May 2022 wind storm in Ontario and Quebec, fierce storms, such as Hurricane Fiona in September 2022, and damaging hail, as seen in Western Canada, are on the rise, consumers are being driven to evaluate products for their needs and are becoming more educated regarding performance products that are available in the marketplace” explains Malcolm Orr, National Accounts Manager, IKO Industries/ CRC. “Some examples of such products are IKO Dynasty and Nordic shingles.”

Analyzing climate and choosing the product best suited for it, is a factor that BP Canada’s

FEATURE STORY // ROOF AGAINST THE ELEMENTS Photo courtesy of Building Products of Canada Corporation

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Photo courtesy of Building Products of Canada Corporation

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FEATURE STORY // ROOF AGAINST THE ELEMENTS Marketing Director, Nathalie Lambert, agrees is important. “For instance, in hail-prone areas, a shingle like BP Canada’s Vangard, with a UL-2218 class 4 Impact Resistance rating (which is the highest rating possible for asphalt shingles) will give you the extra protection you need” she explains. “In high-wind areas, homeowners will want to choose shingles with the best protection against wind blow-offs, such as BP Canada’s Manoir shingles, which are equipped with Weather-Tite® Plus enhanced dual sealant bands, and are backed by a warranty against winds of up to 220 km/h — no special high-wind installation method required!”

At Owens Corning, they are also meeting the challenge presented by the elements, as David Flood, the company’s Commercial Sales Leader of Canada, explains: “Changing weather patterns across the country continue to challenge all roofing manufactures. Stronger storms and more frequent weather events continue to drive our Science and Technology Engineers to keep

developing some of the best performing products, like our Owens Corning SureNail.”

The best part is, when investing in superior products to protect one’s home, one is in turn helping to curb the environmental crisis. “We are constantly striving to offer the highest-quality materials possible, so that they last longer,” states Lambert. “That way, their environmental impact is reduced to a minimum. Modern-day technology also makes it possible to recycle materials that were once destined to fill up landfills.”

With care for the environment becoming important to all manufacturers and homeowners alike, Geoff Bernstein, Director of Marketing at Vicwest Building Products confirms that “The trend in metal roofing is being driven by a number of factors but primarily due to homeowners demanding roofing solution that will provide them with a combination of design, performance and sustainability.“

Photo courtesy of Owens Corning

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FEATURE STORY // ROOF AGAINST THE ELEMENTS Photo courtesy of Building Products of Canada Corporation

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FEATURE STORY // ROOF AGAINST THE ELEMENTS

Photo courtesy of Vicwest Building Products

He adds that, from a sustainability perspective, metal is an excellent choice and at the end of it’s 50+ year lifespan is 100% recyclable. Additionally, the lifespan of a metal roof is 50+ years, compared to 10-15 years for asphalt.”

we help minimize the impact of major storms thus reducing the amount of waste due to replacement caused by major weather events. [As well,] in some markets, we have high demand for ‘solar reflective’ shingles that help deflect heat.”

Orr also explains how better–quality products make a difference, “By developing the highest quality products, like our Nordic class 4 shingle,

Helping the homeowners understand why metal roofing is a good investment is important at Vicwest too. Simply put, Bernstein says, “the // MAY - JUNE 2023

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He adds that, from a sustainability perspective, metal is an excellent choice and at the end of it’s 50+ year lifespan is 100% recyclable. Additionally, the lifespan of a metal roof is 50+ years, compared to 10-15 years for asphalt.”

Orr also explains how better–quality products make a difference, “By developing the highest quality products, like our Nordic class 4 shingle, we help minimize the impact of major storms thus reducing the amount of waste due to replacement caused by major weather events. [As well,] in some markets, we have high demand for ‘solar reflective’ shingles that help deflect heat.”

Helping the homeowners understand why metal roofing is a good investment is important at Photo courtesy of IKO Roofing Ltd.

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Vicwest too. Simply put, Bernstein says, “the upfront cost of a metal roof is going to be more expensive than asphalt shingles. However, a metal roof has roughly triple the lifespan –around 50 years versus 15 and its total cost of ownership makes it even more affordable over time.”

However, investing in excellent products is not enough; proper installation is the other key component when it comes to roofing. “Using a high–quality product is important, but so is the quality of the installation,” explains Orr. “Often, this combination is not necessarily the lowest bid, [however] like most major renovations, it is important to get good referrals. After all, it is your roof that protects all of the other important investments in your life.”

FEATURE STORY // ROOF AGAINST THE ELEMENTS

Flood agrees that money shouldn’t always be the determining factor and offers the following advice, “Although many homeowners typically decide on roofing projects strictly on price, they should be sure to understand the features and benefits of each proposal. Given the fact that your roof helps protect your family and your possessions, a few dollars extra over the life of the roof is money well worth spending. Look for products that offer Limited Lifetime Warranties and roofing companies that stand behind the warranties. Warranties should also be transferable if you decide to sell your home. Should you ever need to make a claim, you want to be sure the manufacturer you choose will be there to assist.”

Photo courtesy of Owens Corning

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FEATURE STORY // ROOF AGAINST THE ELEMENTS

Photo courtesy of Vicwest Building Products

After considering environmental concerns, proper installation and warranties, aesthetic appeal is next on the list. While the pandemic is technically behind us, it’s impacts on design choices remain.

Lambert explains this impact, “Coming out of the pandemic, consumers tastes are changing as they look for finishes that exude a sense of cozy, calm and security. People are craving balance in all aspects of life and this applies to their exterior design choices as well. They want the best of both worlds – a balance of traditional and contemporary, soothing and invigorating, sober and bold, and a style that asserts individual personality at the same time.”

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Bernstein agrees and says that at Vicwest “we are seeing seeing continued growth in the residential market for metal roofing. In fact, metal is still the only material that is stealing share from conventional asphalt roofing. Through product innovations we currently offer several options including the traditional exposed fastener panels, hidden fastener panels with a standing seam look and new products like True Nature Metal Roofing which are designed to look like shake and slate materials which are perfectly suited to suburban homes across Canada.” As for aesthetic appeal, he adds, “we are able to leverage color forecasts so that our color palette for all of our roofing and siding products is always on trend.”

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Photo courtesy of Vicwest Building Products

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FEATURE STORY // ROOF AGAINST THE ELEMENTS It is no surprise then that a new tone of grey is becoming a top choice for roofing trends. It isn’t just any grey either, but one that has a mix of nature-inspired tones. “Think complex, nuanced grey-beige, or ‘greige,’” Lambert describes. “Black roofing shingles have always been seen as a safe choice for consumers, but now people are starting to realize that softer neutral shades like grey can actually add more wow-factor to a home’s exterior. In response to changing market preferences, BP Canada’s Chroma Colour LabTM has developed a unique multi-toned pale grey shingle called Morning Mist. Part of the brand’s Mystique Collection, Morning Mist is the first shingle colour of its kind, consisting of a mix of grey, white and brown, and providing consumers with an alternative to traditional solid grey options currently on the market.”

Roofing colour choices are most definitely important when defining the look of a home. As Orr recommends “Pick a high-definition colour that looks fantastic, boosts curb appeal and can potentially increase the resale value of the home.”

However, aside from simply choosing a shingle colour, it is the way in which those colours are combined with other elements of the home, that truly make a difference. As Lambert explains, one notable trend for 2023 is, “pairing shingles in shades of black, brown and grey with white vertical siding and dark accents to achieve a contrasting effect – [which is] increasingly popular in new construction. Conversely, blending dark siding with pale finishes creates an equally harmonious contrast.”

While trends are fun to follow, it is always important to maintain the true aesthetic of the home. “A good rule of thumb is to stay true to the house’s overall style,” advises Lambert. “A roof covering should be in harmony with the overall style and colour scheme of the house. This is especially important since this is a decision that will last for many, many years.” —

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DON’T GET DISTRACTED BY DAZZLE – INSTEAD, RELIABLY AND REPEATEDLY DELIVER GOOD CUSTOMER SERVICE Written by Kate Zabriskie

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// BUILDING BETTER BUSINESS They’re hit or miss. Sometimes the service is marvellous. Other times it’s simply meh. I’m afraid to recommend the place because I can’t trust them to deliver.

Maybe I’m just boring, but I don’t like surprises.

They’re great one day and disappointing the next.

I don’t need to be delighted. I just need what I need when I need it.

What can I say, except every experience is an adventure with those people? I go there because it’s close. I’m not loyal; I’m local. If another option pops up, I’ll probably make a switch.

Many businesses talk about giving exceptional service when they’ve yet to master the fundamentals of a reliable and repeatable

experience. They look for opportunities to dazzle when they should first focus on the basics and work toward mastering consistently good.

For too many organizations, there is a misplaced priority on occasionally amazing instead of consistently good. Subsequently, reputations suffer, customers are less loyal, and employees are less capable of delivering on what’s promised.

Is that to say that exceptional shouldn’t be a goal? Of course not. However, it’s hard to run before you can walk, and most places occasionally stumble or have difficulty putting one foot in front of the other. Repeatable and reliable good service pays off more often than not for most organizations.

// BUILDING BETTER BUSINESS PAYOFF ONE: CONSISTENTLY GOOD CAN BUILD TRUST. When an organization delivers a solid service experience with few surprises, people know what to expect, and a certain level of trust develops.

On the other hand, when a provider delivers an A today, a C tomorrow, and a D next week, the lack of consistency undermines the trust-building process. In short, A, C, and D almost always lose to B, B, and B.

PAYOFF TWO: CONSISTENTLY GOOD CAN GROW LOYALTY AND REDUCE CUSTOMER CHURN. Reliable service drives loyalty. When customers know what to expect and they’re in need of what you have to offer, they’re more likely to stick with you if you haven’t had them on a service roller coaster. If you’re great only some of the time and occasionally missing good, you’ve opened the door and invited competitors to give it their best shot to woo your customers away.

YOUR MOVE Take a hard look at what you’re delivering. Are you steady and consistent, or is there more variation in the service experience? If you’re not performing with regularity, take the time to set basic standards, train on those expectations, and review and refine what you’re doing on an ongoing basis.

YOUR MOVE Pay attention to what keeps your customers coming back. Is it because you deliver a solid performance, or is it because nobody else has tried to lure them away? If it’s the latter, it’s time to focus on the fundamentals.

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PAYOFF THREE: CONSISTENTLY GOOD CAN REDUCE THE LIKELIHOOD OF DISAPPOINTMENT. Organizations that deliver exceptional one day and good the next may find that their good fails to live up to the expectations exceptional sets. Businesses that deliver a consistently good experience are less likely to run the risk of growing customer expectations to the point where they can’t be met. Those who chase exceptional too often find that they can’t keep topping themselves.

YOUR MOVE Ask yourself if any previous efforts to delight have inadvertently encouraged your customers to expect more than you consistently deliver. If that’s occurred, it’s time to reset expectations.

For example, if your normal service response time is 48 hours and you’ve gotten into the habit

of jumping on command for certain customers, it may be time to go back to return to a more manageable schedule.

PAYOFF FOUR: CONSISTENTLY GOOD IS EASIER TO TRAIN. Showing employees how to deliver exceptionally is much harder than teaching them how to consistently deliver a solid performance. By zeroing in on the fundamentals, businesses can streamline processes, reduce complexity, and show their employees how to regularly and reliably deliver something good.

YOUR MOVE Take a look at your training and what’s happening on the job. Are you nailing the basics? If not, it’s probably time to focus on the core activities that move the needle for most customers.

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PAYOFF FIVE: CONSISTENTLY GOOD CAN BE MORE COST EFFECTIVE. Before investing in shazam, bling, and wow, businesses should ask themselves if those efforts have an appropriate payoff. If customers don’t value extras, are they worth it? Probably not.

YOUR MOVE Pay attention to where you’re investing and what kind of payoff you’re getting for your efforts. If customers don’t value what you’re providing, it may be time to modify your offerings.

PAYOFF SIX: CONSISTENTLY GOOD IS EASIER TO MONITOR. Whether a service experience meets standards is relatively easy to determine. In contrast, 28

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ascertaining delight is much harder and usually more subjective.

YOUR MOVE Focus on what you’re evaluating and how.

Are the standards measurable? If not, it may be time to rethink what you monitor and how you communicate that to those people providing service.

Most businesses would see a greater return on their investment if they strived for a grade of consistently good instead of the occasional opportunity to delight and excite. The work is easier, and the payoff is better in the long run. — ­

SIDING WITH SUCCESS Written by Lawrence Cummer

After two years of unparalleled growth, the siding business continues to go strong into 2023.

Like many categories of building products, exterior cladding has been no exception to the unexpected boost that came from covid-19 lockdowns and the increase in remote work.

While not something householders see every day from the comfort of their abode’s interior, many have used the last few years to spruce up their homes’ facades — making siding a natural, and affordable, way to increase curb appeal.

“It’s not a different story than the rest of the (LBM) industry,” says Wade O’Reilly, Vice President of Retail Sales at Kaycan Ltd. “A lot of renovations happened over the last few years, which has been really good. Plus, the new construction side of the business has still been very strong.”

O’Reilly sees the first half of the year continuing to hold relatively steady as so many siding contractors across the country already have so much work lined up that they simply haven’t been able to tackle yet due to the challenge of finding skilled labour. “I feel up to June we’ll still be pretty brisk,” he says.

After that, of course, who’s to say?

Still, O’Reilly predicts new construction will still provide steady business in the second half and that things could see “maybe a bit of a drop.”

STEADY GROWTH AND A CONTINUED HIGH It’s a sentiment echoed by other leading siding suppliers. “Once we realized the world wasn’t going to end and people started looking at projects around their house, we’ve had a lot of growth,” says Eric Peloquin, Manager of Retail Sales at Gentek Building Solutions. “It’s been fairly steady.”

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Photo courtesy of Kaycan

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FEATURE STORY // SIDING WITH SUCCESS Photo courtesy of Royal Building Products

All signs point to a year with fewer supply chain struggles, and some top vendors have improved their abilities to meet demand over the past two years.

“While supply chain issues affected many manufacturers over the past year, Mitten was fortunate to not place customers on allocation,” says Richard Hill, Vice President of Marketing at Mitten Building Products. He attributes this to the company being part of Cornerstone Building Brands, its strong supply chain infrastructure and many branches across Canada.

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Although Q4 2022 data from the Canadian Home Builders’ Association (CHBA) suggests interest rate hikes have had an extreme effect on reducing housing starts, many siding manufacturers say solid new construction continues to create demand. One reason is population.

“There’s been a greater demand for residential construction in Canada due to the population growth of about 435 000 people, we do anticipate for there to be a higher demand of vinyl siding with no forecast of supply issues in sight,” says Mical Kasweka, Marketing Manager at Royal Building Products.

DARK TONES AND MODERN FARMHOUSE DESIGNS The trend toward darker tones — and the bold, modern statement they make — is continuing into 2023, siding vendors say, but there are outliers.

“Darker colours are still a thing, and a lot of our vinyl siding is tied to what’s going on with (aluminum) soffits and fascia. It seems you can never get enough black,” Peloquin says. “But another trend we’re seeing is a return to white, and softer colours like clay, and blues.”

He notes how this more contrasting style of darker window and door trims, and lighter siding, harkens back to old farmhouses.

Hill says his company’s new line of Dark Roast trims push the boundaries of vinyl siding, offering “the darkest trims in the industry.” They are helping homeowners achieve a contemporary look that is maintenance-free and built to last.

Photo courtesy of Gentek

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Helping achieve that popular modern farmhouse aesthetic are wider profiles and an increase in vertical profiles. All major siding providers note that board and batten profiles are on the rise, and as with other building products, the appearance of real wood.

“It used to be more of an Ontario thing,” O’Reilly says. “But it’s popular now across provinces.”

“Every builder or person is looking at how to increase curb appeal now. They want their house to look different.”

That’s why O’Reilly predicts 2023 might be one of the biggest years for vinyl siding. Its ability to cost-effectively refresh the look of a home, while reducing maintenance and having improved colour fastness, on a budget as banks crack down on mortgages and loans. “I see a lot of vinyl siding in application, as opposed to cement or Hardie board.”

Photo courtesy of Mitten

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Photos courtesy of Kaycan

FEATURE STORY // SIDING WITH SUCCESS SUSTAINABILITY AND THE CHANGING ENVIRONMENT Peloquin points to sustainability as another major trend influencing siding decisions in the year ahead.

“People are more aware of the environment, and they want products that are sustainable.

They want them to have less impact on the environment,” he says. “And research has proven that vinyl siding, in general, has less environmental impact than fibre cement or brick and mortar.”

While new siding must be functional and generate curb appeal, homeowners are also looking more closely at the total lifecycle impact of the products they put on their homes — from sourcing to manufacturing, to use and finally disposal. “It’s got to fit all those criteria,” Peloquin says.

Climate change resulted in Canada seeing more than its fair share of extreme weather last year, with Western Canada hit particularly hard. While this may be prompting Canadians to consider

environmental impact more heavily, it also means siding (like roofing) must be prepared to handle what is — sometimes literally — thrown at it.

A hailstorm that hit Calgary and Southern Alberta last June caused a reported $1.2 billion in insured damages, and environmentalists suggest the Prairies could see more similar large hail events but fewer days with hail altogether in the future.

“What we do is we only provide high-gauge products in Western Canada,” says O’Reilly.

He’s not alone in seeing the impact of recent weather on the siding industry. “Weather-related events, such as hurricanes, hailstorms and floods can have a significant impact on siding and the contractors who work with it,” Kasweka says.

“The high winds and flying debris during weatherrelated events can cause major damage to the siding and require repairs or replacements. Also, flooding can cause moisture damage to siding, leading to rot and mold issues.”

Photo courtesy of Royal Building Products

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Photo courtesy of Gentek

He says it’s important that contractors pay close attention to product quality, pointing to her own company’s solutions that withstand hurricaneforce winds of up to 245 km/h. At the end of the day, while top-quality siding is designed to withstand the climate, it being well- and properly installed is crucial to avoiding call backs.

“If it’s not installed well, it’s not going to perform well,” Peloquin reminds contractors. His company’s vinyl siding and ALIGN Composite Cladding are designed with a double nailing hem, or reinforced hem, respectively, to avoid being blown off.

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GROWING BUSINESS THROUGH TRUST In addition to doing great work, the key to growing business in 2023 for specialists in siding is an essential tool every contractor should have in their tool kit: communications.

“Communication is key,” Hill espouses. “An open and consistent dialog with all stakeholders, including homeowners, is so important to ensuring projects stay on track, are completed on time and everyone is happy.”

“If everyone is involved and aware of the project plan and progress, it creates to best possible chances for success and future growth.” —