Florida Roofing – June 2025

Florida

June 2025

ROOFING A Publication of FRSA – Florida’s Association of Roofing Professionals

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Florida

June 2025

ROOFING A Publication of FRSA – Florida’s Association of Roofing Professionals

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Contents 10 | Roofing Day in Tallahassee 20 | Where’s the Roof Drain?

26 | From Heatwaves to Hurricanes: Polyiso’s Role in Roof System Resilience 32 | Meet FRSA's Convention Seminar Speakers

FRSA-Florida Roofing Magazine Contacts: For advertising inquiries, contact: Skip Heymann at: skip@floridaroof.com (800) 767-3772 ext. 127 All feedback and reprint permission requests (please include your full name and address) contact: Lisa Pate, Editor, at: lisapate@floridaroof.com (800) 767-3772 ext. 157 Florida Roofing Magazine PO Box 4850 Winter Park, FL 32793-4850 View media kit at: www.floridaroof.com/ florida-roofing-magazine/

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36 | S.T.A.R. Award Recipients 41 | FRSA’s Awesome Team

Florida

ROOFING Available Online at www.floridaroof.com/florida-roofing-magazine/

June 2025

Any material submitted for publication in Florida Roofing becomes the property of the publication. Statements of fact and opinion are the responsibility of the author(s) alone and do not imply an opinion or endorsement on the part of the officers or the membership of FRSA. No part of this publication may be reproduced or transmitted in any form or by any means, without permission from the publisher.

Florida Roofing (VOL. 10, NO. 6), June 2025, (ISSN 0191-4618) is published monthly by FRSA, 3855 N. Econlockhatchee Trl. Orlando, FL 32817. Periodicals Postage paid at Orlando, FL. POSTMASTER: Please send address corrections (form 3579) to Florida Roofing, PO Box 4850, Winter Park, FL 32793-4850.

www.floridaroof.com | FLORIDA ROOFING

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Welcome to FRSA’s Convention & Expo FRSA President Manny Oyola, Jr., Eagle Roofing Products My wife, Arlene, and I personally invite you to attend FRSA’s 103rd Annual Convention & Expo, June 4-6 at Gaylord Palms Resort and Convention Center. Events are planned for everyone, so bring your team and your family.

Education

The Educational Foundation is offering 26 seminars that include 31 hours of continuing education (CE) credit. There are three advanced (ADV) credit seminars, along with wind mitigation (WMM), workplace safety (WPS), workers’ comp (WC), laws & rules (L&R), business practice (BSP) and general requirement (G) seminars. We’re also offering business courses that do not provide CE credit. FRSA members receive a 20 percent discount on all seminars. There’s also a seminar for Foremen and Superintendents – Safety and Housekeeping – offered at a special rate.

Sports Tournaments

There will be three tournaments offered – Golf at Falcon’s Fire, Clay Shooting at Tenoroc Shooting Range, Lakeland, and Fishing at Sunrise Marina, Port Canaveral. Tournaments sell out each year, so you’ll want to register as soon as possible.

Ladies’ and Kids’ Program Events

Events are also planned for the family. There are Ladies’ Program events on Thursday and Friday morning and Kids’ Program events beginning on Wednesday evening that include meals, activities and adult supervision.

Social Events

Join us on Wednesday evening as we kick off the Convention and Expo with a Welcome Reception held in the Gaylord Atrium. The Business Lunch will take place on Thursday and the San Juan Casino Party on Thursday evening. For the Casino Party, come dressed in tropical and casual attire and enjoy gambling, dancing, dinner buffet and an open bar.

If you haven’t registered, please visit www.floridaroof.com/convention to register in advance or onsite beginning Wednesday, June 4.

Best wishes,

Manny Oyola, Jr. FRSA President manuelo@eagleroofing.com

REGISTER NOW for FRSA's 103rd Convention & Expo

Expo

FRSA’s Expo is the largest regional roofing show in the industry. This year’s event is the largest in FRSA’s history with 251 exhibiting companies, taking up 130,000 square feet of space. Expo attendees receive free vouchers for lunch on Thursday and Friday.

I’m honored and humbled to serve as FRSA’s 103rd President and look forward to seeing you at Convention & Expo!

www.floridaroof.com/convention www.floridaroof.com | FLORIDA ROOFING

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Industry Updates based in Chicago. The other three members of the Board are Brett Burns, who will continue to serve as President of CRS, Ann Burns and Caroline Burns Commercial Roofing Specialties Inc. (CRS), Atlanta, Richmond. Caroline Burns Richmond will take the pohas expanded its Board of Directors. The initiative to sition of Executive Director of Strategy and Planning, expand the Board and add outside Directors began in reporting to the Board Chair and will also serve as 2024, was initiated by its Founder, Larry Dale Burns, Board Secretary. who passed away unexpectedly in December while “Larry was so pleased to have both of his children still serving as the company’s CEO. working in the business with him,” said Ann Burns. “He "The establishment of the expanded Board sets would be proud today to see them work together to in place a governance structure that ensures CRS remap a path forward for CRS in a way that ensures his mains a privately held, family-run entity in the future,” vision for the company is solidified for future generasaid Brett Burns, CRS President. “Dad started this tions of customers and employees.” company in 1981 and we are moving forward with the CRS, Inc. was built on a foundation of quality intent to continue his mission and vision of being the products, a knowledgeable staff, unmatched service finest independent roofing distribution company in the and continues to be the go-to supplier for commerSoutheast." cial and residential roofing materials and supplies in The Board of Directors will set the long-range the Southeast.

The company has more than 520,000 financial and strategic objectives of the business and square feet of warehouse space and acres of outdoor provide critical counsel to the Burns family as the busistorage, stretched out over nine locations in major ness transitions management from its founder. Each Southeast markets.

CRS also offers an extensive Board member brings top level board and business e-commerce service that sells roofing supplies and experience and expertise to CRS. equipment to customers across the U.S. Independent Board members include TJ Coombs, President of Coombs and Associates, LLC, who is Premium Roofing Products Hires New serving as the Board Chair and David Brush, former Vice President CEO and President of Richard’s Building Supply, a Bill Mosienko joins Premium Roofing Products (PRP) family-owned roofing and building supply distributor as the new Vice President of Sales. He is a dynamic addition to the Premium Roofing Products team, arriving in Land O’ Lakes in May 2024 with a rich history of business leadership. Hailing from Oshawa, Ontario, Bill spent two decades in the Pittsburgh, Pa. area before heading west to Phoenix, Az. in 1996.

In Phoenix, he turned his entrepreneurial vision into reality, founding and operating a successful company for 27 years. With a deep understanding of the demands businesses face today, Bill has always prioritized exceptional service, believing that small details make a big difference – a philosophy he brings to PRP. Beyond his professional life, Bill is passionate about the outdoors and dedicates time to coaching youth hockey, traveling nationwide for competitions. He’s a proud father of three adult children and he’s eager to apply his energy and expertise to strengthen PRP’s customer relationships and contribute to the company’s continued growth.

If you haven’t connected with him yet, now’s the perfect time. Whether you’re a contractor, distributor or property owner, Bill is ready to support your roofing needs with experience, insight and a genuine commitment to service.

FRM

CRS, Inc. Announces Expanded Board of Directors and Corporate Structure

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FLORIDA ROOFING | June 2025

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Congratulations on Your Retirement

Joe Sorrentino, RRO, Region Account Manager of the GEOCEL Kool Seal Brands for The Sherwin-Williams Company Roofing Solutions Group is retiring after 47 years in the low-slope commercial roofing industry. Joe joined the Sherwin-Williams team in March 2015 as Government and Public Sector Sales Manager, Special Projects. He previously served as Commercial Roofing Trainer and Development Manager supporting the owner, property manager and design community (architect, engineer, roof consultant) for sustainable, renewable, labor and material warranty programs for the service life of the facility.

His role includes participation in IIBEC, NRCA, AIA, CSI, FRSA and RCMA. Joe has been responsible for the development and delivery of comprehensive training programs for SW Roofing Solutions team members (existing and on-boarding), independent sales representatives, SW TAG employees, professional roofing contractors, building owners, specifiers, influencers and independent distribution employees, as well as other external and internal stakeholders. Joe received his Bachelor of Science Degree in Economics from Florida Southern College, Lakeland in 1977.

Since 1985, Joe has been working in the field of sustainable roofing and industrial coating systems. He started his roofing career as a Commercial Roofing Sales Representative for Owens Corning Fiberglass in Charlotte, NC in 1977. During his years in the roofing industry, he has held positions of Regional and National Technical Manager for

single-ply and modified bitumen roofing systems, Regional Sales Manager for a leading protective and maintenance coatings products manufacturer and Business Development Manager for a national facilities engineering and roof consulting firm. He works closely with ownJoe Sorrentino, RRO ers, property managers, contractors and specifiers nationwide.

Joe earned the Registered Roof Observer designation (RRO) from RCI (now IIBEC) and in June 2016 and has been active in IIBEC as a participant for the Mentoring Program since 2017. The Florida Chapter of IIBEC awarded Joe the 2023 Mentor of the Year Award.

Joe will continue to be active in roofing industry associations such as FRSA, NRCA and IIBEC. His new firm will support the roofing industry in the areas of education and marketing.

In the next chapter, Joe will travel more and enjoy time with family and friends. We wish Joe all the best in his retirement!

FRM

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Roofing Day in Tallahassee, Part 1 Lisa Pate, FRSA Executive Director

At the end of March, FRSA held its third annual Roofing Day in Tallahassee, where a small group of members visited the Capitol to speak with legislators. The event mirrored NRCA’s successful Roofing Day in D.C. Spearheaded by Governmental Affairs Committee Chairs, Ralph Davis, Streamline Roofing & Construction Inc., Tallahassee and Tammy Hall, CFS Roofing Services LLC, Ft. Myers and organized by FRSA Legislative Counsel, Chris Dawson, the group held several successful meetings over the three-day event.

With the legislative session only a week in, some of the topics we addressed were just being presented to members of the legislature and were new to our group as well. Chris was able to schedule meetings with several key legislators who focused on business, education, building codes, workers’ comp and contractor fraud.

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FLORIDA ROOFING | June 2025

In order to cover as many meetings as possible, attendees broke into two groups. Meetings were held with Representatives Taylor Yarkosky, Dan Daley, Tom Fabricio, Jennifer Canady, Griff Griffitts, James Buchanan and Mike Redondo. Senators included Tom Leek, Stan McClain and Kristen Arrington. Top legislative priorities for the team included: ■ Supporting HB 715 and SB 1076 – Roof-to-Wall Connections – which has since passed both the House and Senate and is headed to the Governor to sign. If signed by the Governor, it will allow roofing contractors to perform roof-to-wall connections when reroofing. Currently, that function is outside the scope of a roofing contractor’s license. The bills also clarify the length of a State of Emergency for roof repair contract cancellation window available to consumers and limits the

Pictured from L-R: Ralph Davis, Debbie Guidry, Rep. Jennifer Canady, Les Sims, Matt Criswell and Phillip Lane

amount of time up to 180 days following the triggering event. Meaning that even if the Governor extends a State of Emergency, the cancellation contract language will only be required for 180 days per qualifying event.

■ Advocating for Protecting Consumer Choice and asking for support to keep asphalt shingles an approved roofing system. All roofing systems that meet the rigor of the Florida Building Code should be available to consumers without undue market influence from Tallahassee (Office of Insurance Regulations Commissioner Yaworsky). Premature roof tear-offs should be avoided to promote

Security at the Capitol was very strict – Les Sims

long-lasting, resilient roof systems of all types.

Homeowners should be incentivized to invest in resilient roofing systems without fear of an arbitrary life span being imposed.

■ Support for HB 681 and SB 1458 – Apprenticeship and Preapprenticeship Program Funding. Early exposure to career opportunities in the trades

Pictured from L-R: Richard Kasper, John Caron, Tammy Hall, Matthew Leonard, Rep. Griff Griffitts, Tristan Starbird, Lisa Pate, Tibor Torok, Steven James, Mike Silvers and Jacob Piazza.

www.floridaroof.com | FLORIDA ROOFING

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Tibor Torok addressing topics with Rep. Taylor Yarkosky’s staff

will help students evaluate all postsecondary and career planning options. CTE dollars should be delivered in a student-first model, cutting down on bureaucratic waste.

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FLORIDA ROOFING | June 2025

Tristan Starbird also discussing topics with Rep. Taylor Yarkosky’s staff

■ Support for HB 1461 and SB 1452 – DBPR to Provide True Oversight of Employee Leasing Companies.

The meetings were all very productive and the team had the opportunity to provide additional language for consideration on some bills.

Pictured L-R: Ralph Davis, John Caron, Steven James, Tammy Hall, Matthew Leonard, Jacob Piazza, Lisa Pate, Rep. Mike Redondo, Tibor Torok, Matt Criswell, Toni Torok, Tristan Starbird, Debbie Guidry and Richard Kasper

Steven James discussing topics with Rep. Hillary Cassel’s staff

Chris was able to keep us on task, focused and on time – no small feat. Special thanks to our sponsors Eagle Roofing Products and the Southwest Roofing Florida Roofing Contractors Association (SWFRCA) for underwriting the expense.

FRM

www.floridaroof.com | FLORIDA ROOFING

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Pictured L-R: David Eubanks, Ralph Davis, Phillip Lane, Les Sims, Rep. Tom Fabricio, Matt Criswell, Debbie Guidry and Savanna Williams

Roofing Day 2025, Part 2 David Eubanks, Eastern Regional Technical Rep, Eagle Roofing Products I recently had the privilege of attending the third annual FRSA Roofing Day in Tallahassee. As a member of FRSA and a newer member of the Codes Committees, I attended the event interested to see just how the process works and to learn about the involvement of our legislators in the things that are important to us as professionals in the roofing industry. We had a schedule of events put together for us by Chris Dawson.

We broke up into two small groups led by a couple of our Committee Chairs and visited the offices

Tammy Hall and Rep. Griff Griffitts

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FLORIDA ROOFING | June 2025

of several legislators and had real discussions with Florida House of Representatives, Senate members and staff. We went into each meeting with a list of key talking points on issues that we wanted to get support on or request changes to. I was pleasantly surprised to see that our legislators had direct knowledge and could speak in depth about the items that we brought to them.

Aside from the meetings with legislators, we also had a few meetings with some other very interesting

Advocacy training with Sachs Media

business professionals.

The first was Tim Cerio, CEO of Citizens Insurance Company. We discussed several topics concerning insurance and the roofing industry. We also had a meeting with Herbie Thiele from Sachs Media who gave us an informative presentation on what Sachs Pictured L-R: Ralph Davis, David Eubanks, Phillip Lane, Michael Murtha (Rep. Tom Leek's does for ARMA Chief of Staff) Les Sims, Savanna Williams, Debbie Guidry and Matt Criswell and FRSA on the media and hearing updates from people who are directly involved marketing in all of it s. Overall, the entire experience was educafront. We also heard from Andrew Wiggins from the tional and enjoyable.

Florida Chamber of Commerce who gave a detailed FRM political update on the State of Florida. I enjoyed

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Understanding OSHA’s Multi-Employer Worksite Policy: Updated Guidance for Employers Trent Cotney, Partner, Adams & Reese In workplaces where multiple employers operate simultaneously, ensuring safety compliance can be a complex challenge. OSHA enforces a Multi-Employer Citation Policy, which holds multiple parties accountable for workplace hazards, depending on their roles and responsibilities. There have been updates and clarifications that impact roofing contractors, subcontractors and other employers working on shared sites.

Understanding these updates is essential to maintaining compliance and preventing costly citations.

Defining a Multi-Employer Worksite

A multi-employer worksite is any location where multiple employers have a presence and contribute to workplace conditions. Construction sites, manufacturing plants and large-scale industrial projects often fall into this category. OSHA’s policy applies broadly, ensuring that all employers who affect workplace safety are responsible for upholding regulations, even

if their own employees are not directly exposed to the hazards.

How OSHA Determines Responsibility

OSHA uses a two-step process to determine which employers can be held accountable for safety violations on a multi-employer worksite: ■ Identifying the Employer’s Role – Employers are categorized as either a creating, exposing, correcting or controlling employer based on their level of involvement in a hazard.

■ Assessing the Employer’s Efforts to Comply – OSHA examines whether an employer took reasonable measures to address and correct safety hazards in accordance with their specific role.

Employer Classifications Under OSHA’s Policy

To clarify responsibilities, OSHA recognizes four distinct types of employers on a shared worksite: Creating Employer: This employer is responsible for introducing a hazardous condition. If an employer’s actions or inactions create a workplace hazard, they can be cited, regardless of whether their own workers are directly affected.

Exposing Employer: If an employer’s workforce is exposed to a hazard – regardless of who created it – they must take steps to protect their employees. Failure to do so can result in citations if OSHA determines that the employer had knowledge of the risk and did not act appropriately.

Correcting Employer: Employers tasked with correcting hazards (such as safety contractors or those responsible for equipment maintenance) must take immediate steps to mitigate risks. If they neglect this duty, they can be cited under OSHA’s regulations.

Controlling Employer: This category applies to employers with general supervisory authority over the worksite. General contractors and site managers often fall into this role and are expected to take reasonable 16

FLORIDA ROOFING | June 2025

steps to prevent and correct safety violations among subcontractors and workers under their oversight.

Recent Updates to the Multi-Employer Worksite Doctrine

Legal interpretations and OSHA enforcement policies have evolved, influencing how citations are issued on multi-employer worksites. Key updates include: Expanded Accountability for Controlling Employers: Courts have reinforced that controlling employers have an active duty to enforce safety compliance, even if they do not directly supervise subcontractor employees.

Greater Focus on Documentation: Employers now face increased scrutiny regarding their safety records.

A subcontract should have provisions in it which require the subcontractor to be responsible for their own safety.

Increased Citations for General Contractors: Recent case law has upheld citations against general contractors who failed to address known hazards, even if subcontractors were primarily responsible for the unsafe conditions.

Emphasis on Training and Communication: OSHA has stressed that all employers on a multi-employer worksite should conduct safety meetings and document hazard communication efforts to prevent accidents. However, it is important to reinforce that the subcontractor is responsible for managing its own safety.

Best Practices for Employers on MultiEmployer Worksites

To minimize liability and enhance workplace safety, employers should adopt proactive measures, including: Strengthen Subcontractor Agreements: General contractors should develop subcontract agreements that explicitly assign the burden of safety management to the subcontractor. These agreements should include specialized provisions requiring subcontractors to implement their own safety programs, conduct training and bear responsibility for OSHA compliance on their portion of the project.

Avoid Branding Subcontractors with Prime Contractor Logos: To reduce the risk of being seen as a direct employer of subcontractor workers, prime contractors should avoid allowing subcontractors to wear company-branded apparel. This can help prevent legal arguments that subcontractor employees are actually under the control of the prime contractor.

Enforce Safety with Top-Down Measures: When safety violations are found, address them immediately by notifying the head of the crew or the subcontractor’s management, rather than individual workers. Make it clear that they are in breach of contract and will be back-charged administrative time for the violation.

This approach reinforces accountability at the management level and encourages subcontractors to enforce safety compliance within their own teams.

Conduct Regular Site Inspections: Frequent safety audits help identify and address hazards before they lead to violations or accidents.

Document Everything: Maintaining detailed records of safety meetings, inspections and corrective actions can serve as critical evidence in the event of an OSHA investigation.

Conclusion

Employers operating on multi-employer worksites must remain vigilant about their safety responsibilities.

Understanding OSHA’s Multi-Employer Citation Policy and staying updated on recent legal developments can help businesses mitigate risks, avoid citations and create a safer work environment. We anticipate future legal challenges and changes from the Trump administration may also impact the doctrine.

By implementing strong safety practices, maintaining thorough documentation and fostering communication among all employers on a worksite, companies can ensure compliance and protect both their workforce and their bottom line.

FRM The information contained in this article is for general educational information only. This information does not constitute legal advice, is not intended to constitute legal advice, nor should it be relied upon as legal advice for your specific factual pattern or situation.

Trent Cotney is a partner and Construction Team Leader at the law firm of Adams & Reese and FRSA General Counsel. You can reach him at trent.cotney@arlaw.com or 866-303-5868.

Free Legal Helpline for FRSA Members

Adams & Reese is a full-service law firm dedicated to serving the roofing industry. FRSA members can contact Trent Cotney to discuss and identify legal issues and to ask general questions through access to specialized counsel. They offer free advice (up to 15 minutes) for members. If additional legal work is required, members will receive discounted rates. This is a pro bono benefit provided to FRSA members only.

Contact Trent at 866-303-5868.

www.floridaroof.com | FLORIDA ROOFING

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Strategies For Buiding a High-Performance Roofing Team John Kenney, CPRC, CEO, Cotney Consulting Group In the roofing industry, your workforce is more than labor; it’s your reputation, productivity and the foundation of your future success. As we’ve covered in previous articles – on mastering cash flow, business excellence, quality control and bid-hit-win ratios – having solid systems in place are essential. At the core of every excellent roofing business is a great team.

Without the right people, systems break down, quality suffers and growth stalls.

The labor shortage in roofing isn’t going away anytime soon. That means forward-thinking contractors must be diligent about recruiting, training and leading.

Building a high-performance team isn’t luck, it’s strategy. This article provides a practical roadmap broken down into three phases: attracting talent, developing and retaining that talent and leading your team for long-term growth.

Phase 1: Attracting the Right Talent

Recruitment: Hire for the Long Term, Not Just the Job In today’s tight labor market, roofing contractors can’t afford to be reactive. Instead of hiring when you’re short, develop a proactive pipeline of candidates who align with your values and work ethic. This means contacting local trade schools, technical colleges and vocational programs early and often. Internships or job-shadowing experiences can introduce young workers to the trade and your company.

Don’t underestimate the power of your current team. Employee referral programs tap into a trusted network and encourage team members to take ownership of who joins the crew. And when interviewing, go beyond experience. Ask behavioral questions that assess reliability, coachability and fit. Culture trumps experience every time.

Onboarding: Set the Tone Early How you bring people into your company determines how long they’ll stay. A structured onboarding program with checklists, safety training, company expectations and a clear point of contact builds confidence and reinforces professionalism. Assigning a mentor or team lead during a new hire’s first 90 days encourages faster integration and creates camaraderie.

Too often, roofing companies throw new hires into the field with little preparation, hoping they’ll “figure it out.” This leads to frustration, mistakes and early turnover. Invest the time up front and you’ll see returns in retention and job performance.

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FLORIDA ROOFING | June 2025

Phase 2: Developing and Retaining Talent

Training: Build Skills at Every Level High-performing crews don’t just happen – they’re built through continuous training. Whether it’s proper shingle nailing patterns, metal roofing installation or understanding new code updates, your team should always be learning. Invest in structured, hands-on training that aligns with manufacturer specifications and internal quality standards.

But don’t stop at the field. Leadership training for forepersons and supers is essential. Technical skills are one thing but managing people, resolving conflicts and planning are entirely different. Many top roofers are promoted without being equipped for leadership.

That gap affects morale and productivity on the jobsite.

Office staff need growth, too. Estimators, project coordinators and admin personnel benefit from systems, communication and time management training.

When your back office runs efficiently, it keeps the field running smoothly and your cash flow intact.

Culture: The Glue That Keeps Your Team Together Retention isn't just about pay – people stay where they feel valued, challenged and connected. Culture starts at the top and is reinforced daily by how people are treated and recognized. Make recognition part of your weekly rhythm. Whether it’s a simple thank-you, a crew lunch or an “Employee of the Month” spotlight, appreciation boosts morale and loyalty.

Provide clear growth paths. Show team members what it takes to move from laborer to lead, from crew to crew chief. A job without upward mobility becomes a revolving door. Conduct quarterly check-ins to listen, coach and clarify goals. Two-way feedback is vital – employees want to be heard, not just managed.

Compensation: Think Holistically Competitive wages are matter but they are only part of the equation. Contractors who provide predictable hours, year-round work and benefits, even modest ones, tend to attract more serious professionals.

Offering PTO, tool stipends and optional retirement

plans can set you apart from competitors who rely solely on hourly rates.

Consider performance-based bonuses, project incentives or profit-sharing programs. When your team has a financial stake in the outcome of a job, they’ll care more about hitting deadlines, minimizing rework and upholding standards.

Phase 3: Leading for Long-Term Growth

Leadership: Accountability Starts at the Top Even the best crew members will underperform without strong leadership. Your superintendents and forepersons must model the behavior you want to see: punctuality, professionalism, jobsite cleanliness and communication. Train your leaders to coach, not command. Create a leadership development track with soft skills like active listening, conflict resolution and crew motivation.

Consistency matters. Set expectations for every role on every crew and ensure accountability systems are in place. This might include daily jobsite checklists, photo documentation or quick huddles to align on goals and standards. A leader’s ability to reinforce expectations and follow through when they’re missed creates the structure in which high-performing teams thrive.

Scalability: Grow Your People to Grow Your Business As your company grows, systems that worked with 10 employees won’t work with 30. That’s why you must prepare your people and processes in tandem.

Crosstrain team members to handle multiple roles, increasing flexibility and keeping operations running when someone’s out or leaves unexpectedly.

Start succession planning before you need it.

Identify potential future leaders and provide them with the mentoring and exposure they need to be ready.

Scalability also requires consistent systems, replicable onboarding, standardized training and clear communication protocols. This creates predictability, freeing owners and managers to focus on strategic growth instead of daily fires.

Bonus Insight: Create a Feedback Loop To keep improving your team and culture, create feedback mechanisms that go both ways. Anonymous surveys, suggestion boxes or quarterly roundtables allow employees to share thoughts on what’s working and what’s not. You’ll identify trends before they become issues and build trust by showing that leadership listens and adapts.

This feedback loop also helps you stay competitive. What motivates today’s workforce changes?

Understanding their needs – more flexibility, modern tools or a better path to advancement – can help you Continued on page 46

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Florida Roofing & Sheet Metal Contractors Association www.floridaroof.com | FLORIDA ROOFING

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Where’s the Roof Drain?

Mike Silvers, CPRC, Owner, Silvers Systems Inc. and FRSA Technical Director When answering calls for FRSA, I never know what the primary topic of the conversation might be. Calls come from consumers, engineers, architects, building officials and others but primarily they come from our members: contractors, manufacturers and distributors. Some are easy to address and are repeated often. Others can be complex and may be the first time the question has arisen. I took one of the latter from a contractor a few days ago. He explained that he was about to start a new low-slope roof system installation. During a walk-through, he noticed that the internal roof drainage point didn’t have a roof drain, just a PVC pipe flush with the top of the metal deck. He inquired why this was the case and asked, “where is the roof drain?” The designer said that it wasn’t required and then said, “show me where it says in the building code it’s required.” I get questions about where a specific requirement is located in the building code, often. As those who are familiar with the code know, it is not presented in a question-and-answer format and only the simplest questions can be answered in a single section. More often, the answer is found by navigating a pathway that leads you to it. That was the case here.

Before diving into specific code sections, a little background information was needed. When an internal roof drainage system is routed through the interior of a building, it needs to be sealed. If there is any chance that the drain could back up, it must be sealed to resist leakage from a head of water or head pressure. The pressure is created by water building up on the roof

Inverted, primed porch tube

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FLORIDA ROOFING | June 2025

and in the leader as well. In cases where the seams in the drain leaders and downspout occur outside the building, a gravity seal or lap is acceptable. This arrangement was used often during mid-century construction that employed what we referred to as "porch tubes." These were typically used in buildings with overhangs and soffits. A porch tube is like a scupper except it flows straight downward – as opposed to a scupper that extends through a wall or mansard. It should be a sealed unit until it extends through the soffit. If the termination is left open and of sufficient size, blockage won’t occur. If it is run into a downspout and blockage does occur, the leakage from the laps will happen outside of the building envelope. It may only take one turn or elbow to eventually create a blockage. In a more typical drainage system routed through the building interior, there can be many reasons for the drain to stop flowing properly that including: ■ Clogging or restrictions from debris ■ Rainfall in amounts that exceed the flow rate of the system ■ Flooding that limits the outflow of the storm drainage system or outlets near the ground ■ A combination of two or more of the above often occur during hurricanes.

Most experienced roofers that provide repair services on low-slope roofs have come across the

Downspout connected to porch tube (below soffit).

Stripped in porch tube

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inverted lead boot or other similar arrangement, stuffed into a roof drain or the roof drain leader or piping. When heavy rain or blockage occurs, head voluminous. I do hope to demonstrate that drains are pressure is created in the system and often causes required in the circumstances described and they severe water intrusion and interior damage. The drain at its flashing and any connections inside the structure must accommodate the ability to be flashed in complimust be sealed to resist this pressure. With a standard ance with the roof covering manufacturer’s installation instructions. Note: For emphasis, I have bolded some cast iron or PVC roof drain, this is accomplished by of the text in teh code paragraphs below. a clamping ring that uses the flashing material as a gasket between the drain body and the clamping ring.

Other arrangements offer a flashing flange that can be 2023 Florida Building Code, Building, Eighth Edition stripped-in or heat welded to. The termination of these Chapter 15 Roof Assemblies and Rooftop Structures drains or flashing arrangements inside the leader must SECTION 1501 – GENERAL be sealed. Some of these use an inner expansion unit 1501.1 Scope. The provisions of this chapter shall that expands through different mechanisms to create govern the design, materials, construction and quality a seal to the inner part of the leader. When using these, of roof assemblies, and rooftop structures. the inside of the leader must be clean and relatively SECTION 1502 – DEFINITIONS smooth: again, think of a gasket effect.

DETAIL AS2021 1502.1 Definitions. FLASHING. The roofing compoIn my opinion, the following code sections lead nent used to seal roofing systems, where the system ® ® ® ® Hercules®, RetroDrain , OlyFlow , SuperDome and U-Flow a us down a path to answer the question "are drains is interrupted or terminated. required?" We will not address all the sizing and Copyright © 2023 OMG, Inc. All rights reserved.

SECTION 1503 – WEATHER PROTECTION other drainage requirements in the code. They are 1503.1 General. Roof decks shall be covered with approved roof coverings secured to the building or structure in accordance with the provisions of this chapter. Roof coverings shall be designed in accordance with this code and installed in accordance with this code and the manufacturer’s approved instructions such that the roof covering shall serve to protect the building or structure.

Alternately tighten seal compression ring scr with U-Flow Screw driver until hand tight.

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1503.4 Roof drainage.

Unless roofs are sloped to drain over roof edges, design and installation of roof drainage systems shall comply with Section 1503 and the Florida Building Code, Plumbing, Chapter 11.

1503.4.1 Secondary (emergency overflow) drains or scuppers. Where roof drains are required, secondary (emergency overflow) roof drains or scuppers shall be provided where the roof perimeter construction extends above the roof in such a manner that water will be entrapped if the primary drains allow buildup for any reason. The installation and sizing of www.floridaroof.com | FLORIDA ROOFING

23

secondary emergency overflow drains, leaders and conductors shall comply with Sections 1106 and 1107, as applicable, of the Florida Building Code, Plumbing, Chapter 11.

SECTION 1506 – MATERIALS 1506.1 Scope. The requirements set forth in this section shall apply to the application of roof-covering materials specified herein. Roof coverings shall be applied in accordance with this chapter and the manufacturer’s installation instructions. Installation of roof coverings shall comply with the applicable provisions of Section 1507.

SECTION 1507 – REQUIREMENTS FOR ROOF COVERINGS 1507.1 Scope. Roof coverings shall be applied in accordance with the applicable provisions of this section and the manufacturer’s installation instructions.

2023 Florida Building Code, Plumbing, Eighth Edition CHAPTER 11 – STORM DRAINAGE SECTION 1101 – GENERAL 1101.1 Scope. The provisions of this chapter shall govern the materials, design, construction and installation of storm drainage.

1101.6 Fittings and connections. All connections and changes in direction of the storm drainage system shall be made with approved drainage-type fittings in accordance with Table 706.3. The fittings shall not obstruct or retard flow in the system.

1101.7 Roof design. Roofs shall be designed for the maximum possible depth of water that will pond thereon as determined by the relative levels of roof deck and overflow weirs, scuppers, edges or serviceable drains in combination with the deflected structural elements. In determining the maximum possible depth of water, all primary roof drainage means shall be assumed to be blocked.

The maximum possible depth of water on the roof shall include the height of the water required above the inlet of the secondary roof drainage means to achieve the required flow rate of the secondary drainage means to accommodate the design rainfall rate as required by Section 1106.

SECTION 1102 – MATERIALS 1102.6 Roof drains. Roof drains shall conform to ASME A112.6.4 or ASME A112.3.1. Roof drains, other than siphonic roof drains, shall be tested and rated in accordance with ASME A112.6.4 or ASPE/IAPMO Z1034.

SECTION 1105 – ROOF DRAINS 1105.1 General. Roof drains shall be installed in accordance with the manufacturer’s instructions.

The inside opening for the roof drain shall not be obstructed by the roofing membrane material.

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FLORIDA ROOFING | June 2025

1105.2 Roof drain flow rate. The published roof drain flow rate, based on the head of water above the roof drain, shall be used to size the storm drainage system in accordance with Section 1106. The flow rate used for sizing the storm drainage piping shall be based on the maximum anticipated ponding at the roof drain.

1102.6 Roof drains. Roof drains shall conform to ASME A112.6.4 or ASME A112.3.1.

ICC Commentary ASME A112.6.4 regulates the design and construction of roof drains. Roof drains must have either a dome or grate covering the opening. This helps restrict leaves and debris from entering the storm drainage piping and creating a stoppage.

Because roof drains are exposed to extreme temperatures, it is common practice to install an expansion joint between the roof drain and the storm drainage pipe.

ASME A112.3.1 provides details for Types 304 and 316L stainless steel roof drains.

Conclusion

Based on these passages, it seems clear that the Florida Building Code assumes that roof drains are required when part of a storm drainage system.

Regardless of the type of drain used, it is imperative that the attachment of the drain and the leader prevent undue movement where they intersect with the roof assembly. Most importantly, a pressure seal is required when a head of water could possibly occur in the drainage system. The code says that all primary roof drainage means shall be assumed to be blocked, so head pressure must also be assumed. It is also clear that the roof covering shall be installed according to manufacturer’s installation instructions which include roof drain flashing.

FRM Mike Silvers, CPRC, is Owner of Silvers Systems Inc. and is consulting with FRSA as Director of Technical Services. Mike is an FRSA Past President, Life Member and Campanella Award recipient and brings over 50 years of industry knowledge and experience to FRSA’s team.

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ROOFING

| SIDING | WINDOWS | TOOLS | GUTTER | ACCESSORIES

From Heatwaves to Hurricanes: Polyiso’s Role in Roof System Resilience Marcin Pazera, Ph. D, Senior Director of Technical Affairs, PIMA

As one of the largest surfaces in direct contact with the outdoor environment, a roof assembly plays a crucial role in the performance and durability of a commercial building envelope. This role becomes even more critical in Florida’s hot, humid and storm-prone climate where the assembly must withstand challenging conditions like intense heat, moisture and wind pressures. Meeting these performance criteria and delivering a resilient roof requires the right combination of system design, advanced building technology and precise installation.

The importance and challenge at hand presents opportunities for Florida roofing contractors who can leverage the proven capabilities of polyisocyanurate (polyiso) insulation products to design high-performance and durable roof systems. A rigid foam insulation, polyiso has one of the highest R-values per inch and is available as a flat stock roof insulation, tapered roof insulation and high-density (HD) cover board. Its excellent thermal resistance mitigates heat transfer between indoor and outdoor environments.

In Florida, using polyiso as part of the roof system can help keep the heat out and reduce loads on the HVAC systems to maintain cool temperatures inside.

Beyond its thermal resistance, polyiso’s moisture resistance capabilities, compressive strength and 26

FLORIDA ROOFING | June 2025

fire performance can help Florida roofing contractors deliver a resilient roof system.

Resistance to Bulk Water, Moisture and Vapor

In hot and humid states like Florida that are subject to rainstorms throughout the year, moisture resistance is key to longevity of roofs. Moisture intrusion can compromise thermal performance, promote mold growth and undermine the structural integrity of a building. “With proper system design and installation, polyiso’s multifunctional qualities can help roofing contractors reduce moisture intrusion into the building,” notes Heather Estes, Principal Codes and Regulatory Compliance Lead at GAF. Polyiso’s closed-cell structure naturally resists water and vapor intrusion, ensuring long-term durability. For enhanced moisture protection, contractors can utilize polyiso with a coated glass facer (CGF).

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rooftop conditions and improve rainwater management.

Designing a Roof System to Resist Wind Uplift Pressures

These facers consist of a multi-layer construction and a coating to impart a versatile, weather resistant outer layer. In combination with the glass mat core and polymer coating, CGF offers dimensional stability and increased resistance to water absorption.

Additionally, in projects where the roof may lack proper drainage but structural modifications are impractical or cost-prohibitive, roofing contractors can opt for polyiso tapered insulation as part of their system designs to mitigate water ponding and improve overall roof system durability. Tapered insulation products are manufactured to the desired slope and configuration in order to accommodate the existing 28

FLORIDA ROOFING | June 2025

Florida’s strong winds and hurricane-prone climate make wind uplift resistance a top priority for commercial roof system design. “The height of the building, location and architectural features, such as parapet walls or drip edges, all determine the wind pressures that need to be met,” explains Matt Plowman, Senior Sales Representative at Johns Manville, who has spent over a decade working in Southeast Florida.

Contractors can successfully integrate polyiso flat stock and tapered insulation boards in roof assemblies designed for Florida’s high wind conditions.

In these systems, the entire roofing system, including the insulation, roof cover boards, membranes and flashings are designed to withstand these pressures. Many contractors prefer adhered membrane systems for this feature but polyiso is incredibly versatile and can also be mechanically fastened on top of the roof deck. As a result, contractors can use polyiso in a variety of common roof assembly systems. To improve overall roof system performance and durability under severe conditions, the code requires continuous roof insulation to be installed in multiple layers with staggered joints.

This installation method also minimizes thermal bridging between board joints, reducing the opportunity for air and moisture movement through the roof system and can be used to bury fasteners to further reduce thermal bridges when the top layer of insulation is adhered over a mechanically attached base layer. All of these factors are key to improving building envelope performance.

When asked about other roof installation best practices, Estes added that contractors should also pay attention to perimeter flashing to seal the roof at

METAL-OVER-METAL RETROFITTING

the building edges in order to mitigate wind exposure.

Additionally, both Estes and Plowman emphasized that applying a cover board beneath the membrane further strengthens wind resistance and enhances overall system durability.

HD Polyiso Cover Boards Increase Roof System Durability

Cover boards play a critical role in improving a roof’s resilience to wind uplift, foot traffic, extreme weather events and accommodating rooftop solar or mechan-

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ical installations. HD polyiso cover boards provide a multifunctional solution, to meet Florida project targets while also contributing to the roof’s thermal performance through its rated R-value (typically R-2.5 for 0.5-inch-thick HD polyiso cover board).

HD polyiso cover boards are available as individual panels or as composite products (with the cover board adhered to polyiso roof insulation boards). They are available in three compressive strengths: 80 psi (ASTM C1289 Type II, Class 4, Grade 1), 110 psi (Grade 2) and 140 psi (Grade 3) and can be installed over flat and tapered insulation systems.

Unlike traditional gypsum cover boards, which provide little to no R-value, a 0.5-inch-thick HD polyiso cover board provides an R-value of 2.5 to the roof assembly. This contributes to the total R-value requirement of a roof, optimizes roof thickness and streamlines installation, particularly when using composite HD polyiso cover boards that come pre-adhered to polyiso roof insulation panels. A combination of polyiso insulation and HD polyiso cover board means contractors may have fewer layers of material to install to meet a project’s performance and resiliency requirements, which saves material costs, time and labor.

Designing the Roof Assembly to Meet Code Required Fire Performance

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In addition to delivering thermal, moisture and wind performance, fire performance is another code-required factor for contractors to consider. The Florida Building Code contains several fire safety provisions and fire resistance requirements for roof assemblies.

Building codes have regulated the use of foam plastic insulations using a two-step approach.

The first step establishes a minimum performance baseline for the insulation itself. The second step evaluates entire assemblies containing foam plastic insulation using full-scale tests that are representative of the intended end use. It is important to note that the code requires most roof

assemblies, regardless of insulation type, to be fire tested as fully constructed assemblies.

For polyiso roof insulation products, the code requires products to have a flame spread index of 75 or less and a smoke developed index of 450 or less when tested in accordance with ASTM E84 or equivalent tests at the thickness intended for end use.

Polyiso insulation, as a thermoset plastic, can resist temperatures up to 390ºF, which is more than twice the temperature resistance of some other building insulation products. Additionally, unlike thermoplastic insulation materials (such as polystyrene), polyiso stays intact by neither melting nor dripping during fire exposure. Instead, it forms a protective surface char that enhances its fire resistance by reducing flame spread.

Owing to its tested fire performance, polyiso is the only foam plastic insulation product approved for direct application to steel decks that has earned FM Approval for Class 1 Roof systems. This means that a roof assembly with polyiso has successfully passed a series of tests that include external and internal fire exposure, wind uplift, water leakage and impact resistance. As a result, polyiso direct-to-deck assemblies can meet NFPA 276 or UL 1256 standards and can be installed without a thermal barrier. “Because of its fire performance, polyiso-integrated roof systems can help contractors deliver durable roofs designed

to meet modern fire safety standards,” says Estes.

As a reminder, contractors should always verify the code-compliance of a particular assembly with the manufacturer and install according to the prescribed installation instructions.

Polyiso Offers a Winning Combination of Performance and Resilience

For roofing contractors in Florida, designing resilient roof systems requires careful consideration of moisture control, wind uplift resistance, impact durability and applicable fire codes. The range of available polyiso products offers high-performance solutions that meet these challenges head-on. The insulation’s high R-value, moisture resistance, adaptability to various installation methods and proven fire performance help enhance the longevity, resilience and efficiency of the building envelope in the state’s demanding climate.

FRM Marcin Pazera, Ph.D., is the senior director of Technical Affairs for the Polyisocyanurate Insulation Manufacturers Association (PIMA). Visit polyiso.org for more information. Special thanks to Heather Estes of GAF and Matt Plowman of John Manville for contributing their expert insights to this article.

www.floridaroof.com | FLORIDA ROOFING

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Meet the Speakers During FRSA’s Convention and Expo, we’re offering 31 hours of continuing education seminars that feature the best-of-the-best industry instructors. Many of the seminars focus on changes in the Florida Building Code presented by instructors who possess strong insight into the code and its application. They provide real-world examples and can respond to specific questions that you face in your day-to-day operations.

We’re also offering eight hours of non-CE seminars that focus on business operations, sales, management and finance and are taught by experts in these fields.

Brian Chamberlain

Tray Batcher

Gary Cohen

Jim Brauner

Bo Copeland

Adams & Reese Tray works for Adams & Reese and represents clients in all aspects of construction law, including liens, bonds, construction defect litigation, OSHA defense and licensing.

Previously, he worked in construction as an estimator for a multi-million-dollar structural contracting company.

Brauner Safety Services With more than 40 years of experience in the industry, Jim understands the importance of education.

He owns Brauner Safety Services offering OSHA 10/30, CERTA Torch and a full range of safety training. Jim is a Campanella Award recipient and FRSA Honorary Member.

FLORIDA ROOFING | June 2025

Adams & Reese Ben works for Adams & Reese and represents clients in all aspects of labor and employment law, including wage and hour, discrimination and retaliation claims, drafting employment contracts, restrictive covenants and more. Ben has been recognized by Florida Super Lawyers for his work.

Alexis Ayala

FRSA Self Insurers Fund Alexis has over 10 years of insurance industry experience, having spent the last six years exclusively on workers’ compensation.

Along with her underwriting duties at SIF, she is responsible for the Premium Audit Department and issues with the state rating organization (NCCI).

32

Ben Briggs

Carlisle Construction Materials Brian has been with Carlisle Construction Materials since 1987. He earned a Bachelor of Science in Architectural Design from the University of Wisconsin and assists architects, consultants and specifiers on assemblies focusing on performance, sustainability and resilience.

Certified Contractors Network Gary is Vice President at Certified Contractors Network (CCN), helping small and mid-sized contractors develop a plan to increase the size or profitability of their business.

He is a seasoned business executive and certified professional coach.

Integrity Metals Bo is the Business Development Manager at Integrity Metals where he manages new product development, the product approval process and oversees the Gainesville manufacturing facility. He holds a general contractor’s license and a Bachelor of Science from the University of Florida.

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Trent Cotney

John Kenney, CPRC

David Eubanks

Marci LaRouech

Debbie Guidry, CPCU

Kevin Lindley

Greg Keeler

Paul Oleksak

Adams & Reese Trent, a Campanella Award recipient and FRSA Honorary Member, is a Partner and National Construction Practice Group Leader at Adams & Reese. He is well known throughout the roofing community and is FRSA’s and NRCA’s General Counsel.

Eagle Roofing Products David is an Eastern Region Technical Services representative at Eagle Roofing Products of Florida. He is a licensed Florida roofing contractor with 40 years of experience in the roofing industry, primarily with tile roofing systems, including both residential and commercial projects.

FRSA Self Insurers Fund Debbie has been at the FRSA Self Insurers Fund for 35 years and serves as Administrator. SIF is a self-funded workers’ comp insurer for the roofing, sheet metal and trade industries in Florida that has paid over $200 million in dividends to members since the 1990s.

Owens Corning Greg is the Technical Services Leader for Owens Corning Roofing and Asphalt with decades of experience in architecture and as a building official. He serves on or chairs several ASTM D08 task groups and is a member of FRSA’s Codes Committee and Codes Subcommittee.

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FLORIDA ROOFING | June 2025

Cotney Consulting Group John has over 50 years of experience in the roofing industry. He started his career by working as a roofing apprentice at a family business in the Northeast and worked his way up to operating multiple Top 100 roofing companies. John is CEO of Cotney Consulting Group.

Seay Management Consultants With a passion for empowering businesses, Marci leads Seay Management Consultants. Her extensive experience as an executive leader has fueled success across diverse organizations. Seay Management offers FRSA members free and discounted HR consultations.

FRSA Self Insurers Fund Kevin Lindley is part of the SIF Safety team with 20 years of experience in the roofing industry, focused primarily on safety compliance. Kevin has a Bachelor of Architectural Design degree from the University of Central Florida. He is an Authorized NRCA CERTA Program Trainer.

Westlake Royal Roofing Solutions Paul serves as Technical Trainer at Westlake Royal Roofing Solutions and has worked in the roof tile industry since 1990. He holds a Florida roofing contractor license and has been active on FRSA’s Codes Committee and the FRSATRI Roof Tile Committee for over 20 years.

Michael Polizzi

Mike Silvers, CPRC

Dan Shurtz

Chad Westbrook

A.C.T. Metal Deck Supply Michael started in the metal deck industry selling and managing projects for eight years. He currently serves as President of A.C.T. Metal Deck Supply, a metal deck distributer with 15 locations in the U.S., where he developed distribution territories and a sales department over the past 13 years.

Aletheia Digital Dan is Executive Vice President at Aletheia Digital. With roofing clients across North America, Aletheia Digital has a strong knowledge of the roofing business and understands the challenges contractors face in growing their business in an ever-changing and highly competitive industry.

FRSA Technical Director Mike is the owner of Silvers Systems, Inc. and a licensed roofing contractor with more than 50 years of industry knowledge and experience. He serves as FRSA’s Director of Technical Services.

Mike is an FRSA Past President, Life Member and Campanella Award recipient.

Service Alignment Chad, Founder of Service Alignment, is a sales and service expert dedicated to building sustainable, scalable sales and service teams. Encouraging companies to challenge the status quo, he has contributed to millions of dollars in commercial sales and revenue year-over-year.

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S.T.A.R. Award Recipients – The Spotlight Trophy for the Advancement of Roofing S.T.A.R. Awards – the Spotlight Trophy for the Advancement of Roofing – is an awards program designed by FRSA to recognize members’ unique and outstanding projects. A panel of four judges evaluates and selects three recipients from each category.

This year, there were 42 submissions for placement in one of four categories: Community Service, Craftsmanship in Roofing, Low-Slope and Steep-Slope. The judges – Joe Williams, RRC, AIA, A/R/C Associates Inc., Orlando; Mike Silvers, CPRC, Silvers Systems Inc. and FRSA Technical Director, St. Petersburg; Bill Boyer, CPRC, Duro-Last, St. Johns and Gary Register, Register Roofing & Sheet Metal, Jacksonville – spent a day reviewing the projects.

Judging criteria included aesthetics, special circumstances, unique project design, complexity of project, workmanship, teamwork, testimonials and creative problem solving. The judges evaluated before, inprogress and completed pictures and videos to assist in the judging process.

Below are the top 11 projects by category in random order. First, second and third place will be announced at the FRSA’s Convention on Thursday, June 5 at the FRSA Business Lunch. The Shining STAR Award – the “Best of the Best” – the project the judges selected as the overall top project and will also be revealed at that time.

together. Neese Roofing, one of Tri County Metals’ customers, agreed to cover the roofing and wall labor and looped in Tri County Metals, who agreed to provide a 5V metal roof, accessories and materials donated free of cost. The materials needed included 26g 5V galvanized roof and wall panels. Tri County Metals was pleased to play a role in helping this local community family favorite and business icon.

Jenkins Roofing Tampa, Inc. | A Kid’s Place Brandon | Community Service

This 1930s cottage exudes charm with intricate brick and stucco designs, flowering gardens and a sweeping fauxthatch roof. At the end of 2023, however, the home was hit by a terrible hailstorm that damaged almost the entire roof. The crew, dedicated to replicating the previous style, paid immense attention to detail, carefully working their way up the roof, constantly referencing photos to match the style and wave-coursing as closely as possible. The wave-coursing averaged a mere 2-1/2-inch exposure, which meant using twice as much material as a typical install.

A Kid’s Place is dedicated to providing a safe haven for children entering into the foster care system. When Tanner of Jenkins Roofing learned the nonprofit was raising funds for the renovation of their facilities, he knew Jenkins Roofing had to step up to the plate. The safety and stability of the children’s living conditions being paramount, reroofing the main building and the five adjacent homes was identified as the key priority.

Thanks to the generosity of numerous businesses, including Gulfeagle Supply, Jenkins Roofing was able to complete the renovations at a fraction of the cost.

Larry Neese LLC | Al’s Family Farm Ft. Pierce | Community Service

A local 47-year-old business, Al’s Family Farms was devastated by an EF3 tornado in the aftermath of Hurricane Milton in October of 2024. That’s when the local community came 36

FLORIDA ROOFING | June 2025

Precision Exteriors, LLC | Martin Residence Jacksonville | Craftsmanship in Roofing

This historic home in Jacksonville’s San Marco neighborhood was last reroofed in the 1970s. The owners chose Santafe Spanish “S” tile.

Precision Exteriors worked with Santafe’s sales department to create a custom blend of four colors. The entire roof was mortared in place but once the tear-off started, the team from Precision Exteriors saw that some areas were actually concrete, up to 1-1/2 inches thick. The tear-off was slow, back breaking work. A rotary hammer was used to break up the concrete in places. Once the project was completed, the team from Precision Exteriors knew it was worth the effort.

Huber & Associates | Cottage Reroof Minnesota | Craftsmanship in Roofing

Quality Roofing, Inc. | UT Plant Hall Tampa | Craftsmanship in Roofing

Quality Roofing, Inc. completed a highly specialized roofing project at the University of Tampa, where the building is a national historic preservation site. Due to the building’s unique status, every aspect of the project had to be custom-fabricated.

While some components were precisely created using a laser on a tripod, other elements had to be custom fabricated directly in the field. The Quality Roofing team is extremely proud of their work on this project, which required a high level of craftsmanship and attention to detail to meet the historic preservation standards.

planters. The building stands 11 stories. The most challenging part of the project was transporting heavy materials, particularly the pavers, through the elevator system in the middle of the building.

Florida Quality Roofing, Inc. | Cosmopolitan Residence | Miami Beach | Low-Slope

Following extensive hurricane damage, two Grand Isles Towers underwent a complete roofing replacement to restore durability and aesthetics across the community.

The project involved installing 365 squares of Brava composite slate and Spanish tile on multiple structures. Executing a highrise roofing project of this nature required rigorous safety measures, expert coordination and technical precision. By utilizing Brava’s premium composite materials and industry-leading steep-slope roofing techniques, FL Specialty Roofing delivered a stormresistant, architecturally stunning roofing system that enhances the Grand Isles community’s resilience and aesthetic appeal.

The Cosmopolitan Residence is a luxury condominium with 223 units.

The roof spans 44,500 square feet, covering two buildings: one four stories and the other six stories. A three-ply APP modified bitumen system was installed providing the Cosmopolitan with a new 20-year roofing system. A tapered ISO system using a modified bitumen torch and tapered insulation system with a cover board was installed directly to the concrete deck to provide adequate drainage and eliminates ponding water. The project’s success was derived largely from good communication with the condo board that allowed it to be completed without disruption to the residents.

Register Roofing & Sheet Metal Inc. KLS Martin Manufacturing Building Jacksonville | Low-Slope

The KLS Martin expansion was a highly intricate yet rewarding endeavor, exemplifying Register Roofing’s capabilities as a diversified and skilled roofing contractor. By successfully implementing five distinct roofing systems and managing multiple specialized crews, they demonstrated their expertise in executing large-scale, multi-faceted installations with precision and efficiency. Register Roofing’s partnership with Siplast enabled the integration of a comprehensive range of roofing solutions, ensuring optimal durability and long-term performance. The final result was a superior-quality roofing system that met the client’s expectations and contributed to the successful realization of their flagship expansion.

Quality Roofing, Inc. | UT Multipurpose Building | Tampa | Low-Slope

Quality Roofing Inc. was selected

by The Beck Group for several roofing sections of this University of Tampa building, including the Skypark, which consisted of Siplast lightweight insulating concrete roof and a waterproofing system with Hanover pedestal paver system and vegetative garden

Florida Specialty Roofing Services LLC Grand Isles Project | Punta Gorda Steep-Slope

Evans Roofing| Mohabbi Residence Weston | Steep-Slope

The owner of this new construction project requested a custom blend of blue tile from Ludowici to complement the aesthetic of the house. To create a seamless look, he requested the same color for the mortar. The project also included the installation of several dormers. Together, the uniqueness of the tile color and matching mortar on a significant size custom home made this installation standout.

Quality Roofing Inc. | Harbour Court Phase III Harbour Island | Steep-Slope The roofing project on Harbour Island in Tampa involved the installation of a steep-slope metal roof on two seven-story buildings.

It featured Polyglass MTS underlayment and Petersen SNAP CLAD standing seam panels. Due to the challenging height and steep pitch, the crew had to come up with unconventional methods of fall protection to ensure safety. Scaffolding was placed in each corner of the buildings, providing support for the crew while carrying 10 to 12-foot panels during the project. Despite the difficulties, Quality Roofing, Inc. successfully completed the project.

FRM

www.floridaroof.com | FLORIDA ROOFING

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The Importance of Safety Glasses in Protecting Your Vision Kevin Lindley, Safety Consultant, FRSA Self Insurer’s Fund Every day, thousands of people suffer eye injuries that could have been prevented by wearing proper safety glasses. Whether in industrial settings, construction sites, laboratories or even at home, protecting your eyes should be a top priority. Understanding the role of safety glasses, their different types and proper usage can help reduce the risk of eye injuries significantly.

Lens Type: Choose lenses based on the nature of the hazard: clear for indoor use, tinted for outdoor protection and anti-fog for humid environments.

Side Shields: Some jobs require additional side protection to guard against lateral impacts, especially if the glasses being worn do not provide the required side protection.

Why Wear Safety Glasses?

Proper Usage and Maintenance

Impact-Resistant Glasses: These are designed for high-risk environments such as construction sites, manufacturing plants and workshops. They feature durable polycarbonate lenses that can withstand heavy impacts. Impact-resistant glasses will typically have a A87.1+ stamp on either the inside of the temple near the side hinge or on the lens.

Chemical Splash Goggles: Commonly used in laboratories and chemical plants, these goggles protect against liquid splashes and fumes.

UV Protection Glasses: Designed for outdoor workers, these glasses shield eyes from harmful ultraviolet (UV) rays and reduce glare.

Prescription Safety Glasses: For individuals who require vision correction, prescription safety glasses combine protection with clear vision.

Welding Goggles and Shields: Essential for welders, these protect against intense light and sparks produced during welding processes.

■ Store them in a protective case or location they will not be easily damaged or broken.

Safety glasses are designed to shield your eyes from To ensure safety, glasses provide optimal protection: hazardous materials, debris, chemical splashes and ra■ Always wear them in hazardous environments diation. Many workplace injuries involve flying objects, close enough that they will not allow flying objects dust, sparks and harmful liquids that can cause serious to enter from above, below or from either side. damage to the eyes. Wearing safety glasses helps pre■ Keep them clean and free from scratches and vent blindness, corneal abrasions and long-term vision damage. Safety glasses are not a single-use impairments. personal protective equipment item. Employees should take care of their safety glasses.

Types of Safety Glasses

Choosing the Right Safety Glasses

When selecting safety glasses, consider the following factors: Compliance with Standards: Ensure the glasses meet ANSI Z87.1 or OSHA regulations for eye protection.

Fit and Comfort: A proper fit ensures maximum protection and reduces discomfort during prolonged use.

A comfortable pair of safety glasses will encourage employees to wear them.

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■ Replace damaged or worn-out glasses immediately. It is recommended to have workers turn-in broken or heavily damaged safety glasses. While it is the employer’s responsibility to provide mandatory personal protective equipment for their workers to use, the individual workers are responsible for taking care of the equipment, wearing the equipment, bringing the equipment back to work every day and notifying their supervisor of damaged equipment.

Conclusion

Investing in good-quality safety glasses is a small price to pay for protecting worker’s vision. Whether at work or home, individuals should always prioritize eye safety to prevent injuries that could have lifelong consequences. By choosing the right safety glasses and using them properly, workers will be more likely to wear the glasses when required and their eyes will remain safe and healthy for years to come.

FRM

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How Atlas Pinnacle Shingles Deliver Unmatched Performance and Protection Homeowners and roofing contractors alike are constantly seeking roofing system components that blend durability, sustainability and aesthetic appeal. Atlas has answered the call with an exceptional line of asphalt shingles, underlayments and ventilation designed to protect, perform and impress. Among the offerings, two standout products – Pinnacle Sun shingles and Pinnacle Impact shingles – are the perfect choice for Florida homeowners.

Atlas Pinnacle Sun: Cool Roofing That Works Overtime Atlas Pinnacle Sun shingles represent a cutting-edge step forward in sustainable, energy-efficient roofing. As the only manufacturer to integrate 3M Cool Roofing granules, Atlas Roofing Corporation has created a product that does more than just look good – it performs in real, measurable ways.

These advanced shingles are engineered to reflect solar heat, reducing the temperature inside the home and thereby decreasing the demand on air conditioning systems. This not only contributes to a more comfortable indoor environment but also significantly reduces energy bills and greenhouse gas emissions. In warmer climates, this feature alone can lead to long-term savings and increased home value.

But Atlas doesn’t stop there. Pinnacle Sun shingles also incorporate 3M Smog-Reducing Granules, a revolutionary technology that helps remove smog from the air. These granules use sunlight to convert smog-forming pollutants like nitrogen oxides into water-soluble ions, which are then washed away by the rain. One roof covered in Atlas Pinnacle Sun shingles can have the smog-fighting power equivalent to planting two to three trees. This commitment to sustainability is a powerful example of how Atlas is leading the way with eco-conscious innovation.

Atlas Roofing Corporation’s commitment to quality and innovation is evident in the engineering behind the Pinnacle Impact line.

Beauty Meets Performance In addition, Pinnacle Sun and Pinnacle Impact also feature Scotchgard Protector by 3M, providing lifetime protection against the unsightly black streaks caused by algae. This ensures that homeowners not only get the rugged durability they need but also enjoy lasting curb appeal.

Both shingle lines showcase the best of what Atlas offers: high-performance products that are made in the USA and trusted by over 1.8 million homeowners. These shingles are available in a wide array of beautiful, designer-inspired colors that maintain their vibrancy thanks to the lifetime algae protection from Scotchgard Protector by 3M. As the only manufacturer that integrates 3M Cool Roofing granules, 3M Smog-Reducing technology and lifetime algae protection into a single roofing solution, Atlas sets itself apart in a crowded market. Homeowners no longer need to choose between style and substance – Atlas delivers both, along with unmatched durability.

Why Choose Atlas?

Atlas continues to lead the industry by combining innovative technologies with superior craftsmanship. Whether your priority is sustainability, storm resistance or stunning curb appeal, Atlas Pinnacle family of products and additional system components provide roofing solutions that meet your needs and exceeds expectations.

The Atlas Signature Select Roofing System delivers complete protection from eave to ridge with perfectly coordinated components – premium synthetic underlayments, starter shingles, hip and ridge shingles and ventilation.

Featuring HighPoint and TruRidge ventilation solutions, Pinnacle Impact: Engineered for this system helps regulate attic temperatures and reduce Hail and Harsh Weather moisture buildup, ensuring better performance, longer roof When it comes to storm protection, Pinnacle Impact life and maximum warranty coverage you can count on. shingles are second to none. Built with Class 4 impact resisFrom the smog-reducing capabilities of Pinnacle Sun to tance – the highest rating available – these shingles are the unmatched hail protection of Pinnacle Impact, these designed to endure the most extreme weather conditions shingles represent the future of residential roofing. They without sacrificing aesthetic appeal. are proof that environmental responsibility and rugged Homeowners living in high-wind and hail-prone regions durability can go hand in hand. understand the importance of investing in roofing that can Atlas is the smart choice for homeowners and contracwithstand damage and minimize costly repairs. Pinnacle tors who demand more from their materials. Every roof Impact shingles use a reinforced polymer-modified asphalt installed with Atlas shingles becomes part of a growing that enhances flexibility and resilience, allowing them to network of homes protected by superior products backed absorb the force of hail and resist cracking or tearing. This by industry-leading warranties. strength also helps protect the integrity of the roofing For more information on Atlas shingles, premium undersystem as a whole, preventing leaks and other structural layments, ventilation and the full line of high-quality roofing issues that can come unexpectedly. solutions, please visit www.atlasroofing.com.

Meet FRSA’s Awesome Team Lisa Pate, FRSA Executive Director When I first began working for FRSA in 1985, we had 63 employees who worked for FRSA Services Corporation, our for-profit division. Much has changed over the years as we evolved from an Association offering services outside the scope of our founding documents to an Association focusing on the needs of our members. What originally consisted of ten different entities has been whittled in half and provides more specialized services for member companies.

Today, between the Association and the Credit Union, we’re a small staff of eight full-time employees, two consultants and one retired part-timer, each with a specific skill set that enables the whole organization to run smoothly.

“Teamwork Makes the Dream Work” is one of my favorite sayings and it embodies the spirit of our small but hardworking staff. I’m often told what a great job our team does on certain projects, events and publications and know that it takes all of us to accomplish these goals.

FRSA is the largest regional roofing association in the country, offering membership benefits, industry-specific educational programs, code and technical support, human resources and legal services, a Convention and Expo and media publications.

Through the Credit Union, we offer equipment and vehicle loans, project financing, mortgage lending and in-person and online banking services. SIF offers workers’ comp insurance to members who meet their underwriting guidelines and, together, FRSA is a onestop-shop for the services and support contractors need to successfully run their businesses.

So, who makes up our team?

entity for Florida Roofing magazine), Educational and Research Foundation, Foundation Endowment and the Political Action Committee. Three years ago, Mike convinced the Executive Committee to consider investing in U.S. Treasury Bills and by doing so, all three of FRSA’s entities have earned considerable, consistent returns. Mike is an FRSA Honorary Member. He has a wonderfully dry sense of humor and is quick witted. He has been a great friend over the years and when he finally does retire, I will miss him dearly.

John Hellein, Director of Educational & Research Foundation

John has been with FRSA for 13 years and serves as the Educational Foundation Director.

His duties include staff liaison for the Foundation, Endowment Board of Governors and the Worker Training Subcommittee. He also assists with the Codes Committee and Codes Subcommittee and works closely with Mike Silvers on many projects.

John’s part-time job at FRSA? IT guru and photographer. And, although he won’t admit it, he’s also a continuous source of entertainment for the staff. John proudly boasts that he is the hardest working delegator on staff.

Mike Reed, CPA, Retired, Part-Time Accountant UCATIONA ED

L

UNDATION FO

Mike officially retired from FRSA two years ago after 32 years.

Although he trained his replacement, she ended up leaving us for greener pastures. Mike came back last year to help us through the year-end audit and continues to work part-time as our Accountant. He prepares and oversees all aspects of the financials for the Association, Services Corp. (our for-profit

2025 Charity of Choice Foundation Scholarships www.FloridaRoof.com/charity or contact John Hellein at 800-767-3772 ext. 123 www.floridaroof.com | FLORIDA ROOFING

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Alison Locklar, Convention Director

Alison has been with us just over a year, starting out as our Office Manager and then moving into the Convention Director position two months ago. She is also the staff liaison for the Convention and Ladies Committees and the Young Professionals Council. Alison is funny and extremely outgoing and known for her infectious giggle. You may have met her last year as she headed up the Registration Desk at Convention.

Rachel Zehnal, Expo Director

I have known Rachel since she was 12 years old. She began working with us four years ago, originally as the Administrative Assistant for the Convention and Expo department.

Last year, I split the Convention and Expo into two different positions to accommodate the growth we’ve experienced in this area. Rachel works mainly with our exhibitors but also sells sponsorships for the events, hitting an all-time record this year. She is an incredibly talented artist, has a wonderful sense of humor and an obsession with all things dinosaurs and Jurassic Park. Unfortunately, Rachel will be leaving us after the Convention, moving out of state, where she has family. She will be sorely missed.

SAVE THE DATES FRSA Convention & Expo

June 10-12, 2026 | July 7-9, 2027

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FLORIDA ROOFING | June 2025

Kelly Sealander, Membership Director

Kelly’s been with us for 18 months. She started as our Office Manager and quickly moved into the Membership Director position, where we hit the 1,000-member mark last year. She’s done a wonderful job in bringing in new members and is on track to exceed last year’s numbers. Kelly is also staff liaison to the Membership Committee and the Affiliate Council.

She has a great sense of humor and an outgoing personality with a love for hippos and New Kids on the Block.

Joshua Smith, Administrative Assistant Joshua began working with us in March and although he assists where needed, his main focus is keeping John Hellein on track and Foundation duties. He’s in charge of soliciting donations for the Foundation Auction and preparing items for Convention seminars.

Joshua has a great sense of humor and quickly adapted to our “strong A personality” mostly female staff.

Amber Morris, Administrative Assistant

Amber began working with us in March as my administrative assistant.

For about 15 years, I’ve had a “wish list” of items I’d like to have completed and in her first two weeks, Amber completed one of the largest tasks on that list – scanning an entire filing cabinet of documents that we’ve had around for decades. After Convention, Amber will be taking over Rachel’s position as Expo Director.

Amber is quiet, bubbly, glittery and extremely artistic.

Mike Silvers, CPRC, Director of Technical Services

After working with Mike as a contractor member for 30-plus years, it was a pleasant surprise when he agreed to work with FRSA as a consultant. I have worked with Mike in just about every facet of the Association, not only as a member but also when he served as FRSA President in 1994. There are very few people who know the Florida Building Code as well as Mike does and I was elated when he came on board as our Technical Director.

Mike is a Life Member, Certified Professional Roofing Contractor (CPRC) and a Campanella Award recipient.

He is staff liaison to the Codes Committee, Codes Subcommittee and Worker Training Subcommittee.

Mike is an easy-going mentor and friend who helps me to see the other side of issues. Every year, he donates an incredible themed gift package to the Auction that brings in big bucks for the Foundation.

Skip Heymann, Ad Sales Manager

Skip started working with FRSA two years ago selling advertising for Florida Roofing magazine. His background includes experience in convention, expo, logistics, advertising and sponsorship, so he was a natural fit as Ad Sales Manager. Although he’s had little training from me, his experience has adapted well to roofing.

He lives in New Jersey and has a home in Florida. Skip comes to the Convention to help us out and make contact with prospective advertisers. He has a wonderful sense of humor, is easy going and, like Joshua, has adapted well to our female staff.

Lisa Pate, CEM, Executive Director

I have the honor of serving as the Executive Director overseeing all FRSA programs and services. I’ve been with the Association for 40 years, starting in the accounting department while I was in college. Over the years, I’ve had the good fortune to work in every department and with every FRSA committee.

Our members are like a second family to me. I’ve watched many of them grow up and take over their family businesses where I knew their fathers and grandfathers. I serve as staff liaison to the Executive, Advisory and Governmental Committees and the Board of Directors. I strive to be the glue that holds us together and sometimes, staff calls me "Mom." It could be because I call them kids!

Adrienne Paul, Orlando Credit Union

Last year, FRSA Credit Union merged with the Orlando Credit Union (OCU), enabling us to offer more services to members. OCU kept the branch office in our building and Adrienne spends most of her time assisting members. She has been with the Credit Union for 13 years. With the merge with OCU, members are able to offer their residential customers a financing option for roof loans up to $50k. If you haven’t utilized the Credit Union, give Adrienne a call and let her bring you up to speed on all they have to offer you, your family, your employees and even your customers.

Adrienne loves to laugh and eats green beans most days for lunch. We lovingly call her "the Sauce Queen" because, for her, ketchup and bar-b-que sauce are their own food group.

www.floridaroof.com | FLORIDA ROOFING

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Strategies That Drive Leads, Brand Authority and Profits for Roofing Companies Gary A. Cohen, Vice President, Certified Contractors Network In today’s competitive landscape, roofing companies cannot afford to rely on word-of-mouth alone. The most successful contractors have a strategic and intentional marketing plan built on proven principles that drive consistent leads, increase brand authority and generate sustainable profits. At Certified Contractors Network (CCN), we teach roofing contractors exactly how to build a results-driven marketing machine by following a structured approach. These best practices, when applied consistently, can transform the way a roofing business grows and operates.

The first essential step in effective roofing company marketing is conducting a comprehensive SWOT analysis – an honest examination of the company’s internal strengths and weaknesses as well as external opportunities and threats. This exercise isn’t just theoretical; it guides decision-making and helps business owners determine what makes their company unique,

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where their vulnerabilities lie and how they can position themselves in the market for maximum impact. For example, a roofing company might identify that they have a stellar production team and strong customer satisfaction (a strength) but struggle with digital lead generation (a weakness). At the same time, low competition in adjacent zip codes may present opportunities, while increased competition could be a threat. With this insight, contractors can build a marketing strategy that leverages their strengths while addressing their blind spots.

From there, roofing companies must develop a unique value proposition (UVP) – a compelling statement that answers the question: “Why should a homeowner choose us over the competition?” Most contractors focus too heavily on general claims like “high quality” or “great service.” But in a crowded marketplace, these generic statements don’t stick.

Whether it’s a proprietary installation method, a lifetime workmanship warranty or a track record of finishing jobs on time and on budget, the UVP must resonate with the target customer’s priorities and pain points.

Once the UVP is clear, the contractor must craft a marketing message and brand story that consistently communicates their value across all platforms.

This includes everything from the website and social media to yard signs, brochures, wrapping of trucks and sales presentations. Consistency is key – both in visual identity (logos, colors and fonts) and in tone of voice. Homeowners should immediately recognize the company’s brand, whether they’re scrolling through Facebook, reading a direct mail piece or driving by a jobsite. A well-developed brand builds trust and recall, which are both essential for lead conversion.

At CCN, we emphasize the importance of omnichannel marketing – a balanced blend of digital and traditional marketing strategies. Too many contractors either ignore traditional media or pour all their

resources into paid digital ads without a plan. The best-performing roofing companies deploy a mix of tactics based on where their ideal customers spend their time. This includes direct response marketing, such as postcards or door hangers with strong calls to action as well as digital strategies like paid search (Google ads), SEO (search engine optimization) and social media advertising. Every tactic should support the company’s overall marketing goals and be tracked with clear KPIs (key performance indicators).

Digital marketing deserves special attention, because it offers measurable and scalable lead generation potential. CCN teaches roofing contractors how to run targeted Google ad campaigns with clear geographic targeting, compelling ad copy and optimized landing pages. Unlike generic websites that confuse or distract visitors, high-converting landing pages are laser-focused on one objective: capturing the lead. This means including trust signals like reviews and certifications, explaining the UVP clearly and offering an irresistible call to action – such as a free roof inspection or limited-time discount.

Social media marketing is also a powerful tool for roofing contractors but only when used strategically.

Posting occasional photos of completed jobs is not enough. Roofing companies must create content that educates, entertains and builds credibility. This includes before-and-after job photos, customer

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testimonials, FAQs about roofing systems and behindthe-scenes videos of the crew at work. Paid social campaigns can amplify this content to reach a broader audience, especially when targeting homeowners by zip code, age, income level or homeownership status.

Another often overlooked but essential component of a roofing company’s marketing engine is lead capture and lead management. It’s not enough to generate leads – you must have a system in place to track them, follow up promptly and convert them into paying customers. CCN trains contractors to implement customer relationship management (CRM) systems that automate lead nurturing through text messages, email sequences and follow-up calls. Companies should aim to follow up within a few minutes of a web lead submission, because conversion rates drop dramatically the longer you wait. Lead management isn’t just the responsibility of the sales team – it’s a marketing function that ensures no opportunity slips through the cracks.

Brand reputation is another critical pillar of marketing success. Homeowners don’t just trust what you say, they trust what other customers say about you. Proactively request and manage online reviews, especially on Google, Facebook and industry-specific platforms like Angi. Positive reviews not only improve SEO rankings but also influence purchasing decisions.

In fact, many homeowners check a company’s reviews before they even pick up the phone. Contractors should have a simple, automated system for requesting reviews after each job as well as a plan for addressing any negative feedback in a professional and timely manner.

Emphasize the value of community engagement and cause marketing, which helps roofing companies build a strong local presence. This could mean sponsoring a little league team, partnering with local nonprofits or launching a “Roofs for Vets” giveaway

program. When done authentically, community involvement boosts brand recognition and creates goodwill that pays off in referrals and long-term loyalty.

Finally, none of this matters without data-driven decision making. Contractors need to track and measure the performance of every campaign using key metrics like cost per lead, cost per appointment, leadto-sale conversion rate and marketing ROI. Marketing is not guesswork – it’s a science. By reviewing monthly reports and holding regular marketing reviews, companies can identify what’s working, what’s not and where to reallocate budget for better performance.

This disciplined approach ensures continuous improvement and sustainable growth.

In conclusion, company marketing is no longer about luck or legacy – it’s about strategy, systems and execution. Contractors who commit to the sound marketing principles like those we teach to our CCN members will gain a competitive edge by mastering the fundamentals of branding, lead generation, digital marketing, messaging and metrics. With a clear UVP, a balanced omni-channel approach, strong lead management processes and a focus on continuous improvement, roofing companies can dominate their market, attract their ideal customers and build a business that generates consistent revenue year-round.

FRM Gary A. Cohen is Executive Vice President of Certified Contractors Network (CCN), North America’s leading training, coaching and networking organization for home improvement contractors. With over 30 years of industry experience and a background in business education, Gary specializes in helping contractors achieve scalable growth through proven systems and processes. He can be reached at gary@contractors.net.

Strategies, continued from page 19

stay ahead of the labor curve and keep your team engaged.

Conclusion: Strong Teams Build Strong Companies

Your team is your greatest asset. Every piece of your business from cash flow, estimating, quality control to growth is directly tied to the people who show up daily to represent your name on roofs across your market.

By focusing on intentional recruitment, structured onboarding, continuous training, thoughtful compensation and leadership development, you’re building more than just a crew and a lasting company. In a labor-strained industry, a high-performance team is your competitive advantage. Invest in your people and they will invest in your business. That’s the kind of return that outperforms any estimate.

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FLORIDA ROOFING | June 2025

John Kenney, CPRC, has over 50 years of experience in the roofing industry. He started his career by working as a roofing apprentice at a family business in the Northeast and worked his way up to operating multiple Top 100 Roofing Contractors. As CEO, John is intimately familiar with all aspects of roofing production, estimating and operations. If you would like further information on this or another subject, you can contact John at jkenney@cotneyconsulting.com.

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