Roofers Edge

Fall/2016

Monroe Porter

Shares his proven insights for creating a more profitable business

Overcoming Killer Delays Published by:

Learn how to reduce and avoid the most common delays

Boost your customer base The how-to of offering home improvement loans

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Table of Contents Letter from the Publisher........................................... 3 Q&A with Monroe Porter: Aspects to a more profitable and stable roofing business.................... 4 Stand out from the competition: Offering your customers home improvement loans...................... 7 Keeping your balance: West Side Roofing Co........ 9 Portrait of a roofer ..................................................... 14 Safety first ................................................................... 16 A clear opportunity for growing your business: Offering windows can add a new dimension to your contracting business ........................................ 18 Overcoming killer delays.......................................... 20 What you don’t see can hurt your roof: How underlayments help the roof withstand the elements................................................................ 23 Looking for a roofing and siding supplier that goes the extra mile?

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About Willoughby Supply At Willoughby Supply, we’ve built our business on a commitment to going the extra mile for our customers.

For more than three decades, we’ve partnered with roofing and siding contractors to bring them the absolute highest level of customer service available in the industry. That means ontime, every time delivery, always accurate orders and a commitment to offering the most in-depth selection of in-stock supplies. And a pledge to offer the training, insights and information needed to help you grow your business.

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When my father, who was both a roofer and the son of a roofer, started this business more than 30 years ago, I’m not sure he knew that one day Willoughby Supply would grow to become a business with eight locations throughout Ohio, a location in Central Florida, a large fleet of delivery trucks, hundreds of employees and thousands of customers. What my father did know at that time was the essential role he and his employees played serving as a partner to the roofers and contractors that he not only considered customers, but also friends.

We know that roofing is a tough business. Every opportunity we find to give your business an advantage, we take it. From educational series, manufacturer training sessions and special seminars with industry thought leaders, we are constantly looking

“It’s our hope that together we can share our collective knowledge and experience to make each other better and evolve the competitive landscape in our industry.” to add value to the customer experience at Willoughby.

This inaugural edition features:

That’s why we’re proud to launch this first edition of The Roofer’s Edge. The Roofer’s Edge is a semiannual publication created with roofers and contractors just like you in mind. We’ve packed this edition with informative, insightful and even a few fun pieces that focus on helping roofers and contractors like you, bid, plan and complete jobs on time.

- Insightful advice from one of the top advisors in the contracting industry, Monroe Porter - The story of one mutligenerational roofing business successfully passing down the business to the next generation - The latest in window products from Ply Gem - Safety tips from our company’s top safety expert - How adding credit options to your business can help grow your sales This magazine will serve as your source for not only important information on the day-to-day business, but also considerations to help you think about the bigger picture. From techniques to make your business more profitable, to methods or behaviors to save time on a project, our goal is to share information that you’ll find most useful for this season and for your career.

Letter from the Publisher Al Romanini Ready to grow your business with financing offers?

Roofing can be a challenging business, from the grinding schedule to the unexpected delays, to the rush of winning a new job.

But it’s our hope that together we can share our collective knowledge and experience to make each other better and evolve the competitive landscape in our industry. In the end, our enduring goal is to create a better experience for our customers. Enjoy The Roofer’s Edge!

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Q& A with Monroe Porter Aspects to a more profitable and stable roofing business Monroe Porter is president of PROOF Management Consultants, a company that specializes in seminars and business consulting for contractors.

He is also founder of PROSULT Networking Groups, developed to help noncompeting contractors. Monroe spoke at his first industry convention at the age of 23, and 30 years later he is still in high demand. He has spoken live to over 250,000 people in the United States, Canada, Australia, New Zealand and England. His realistic financial, people and sales topics make him a convention favorite. His ability to speak with experience on multiple topics in a given day also gives sponsoring organizations more bang for their buck. Monroe’s goal is pretty simple — to help people.

The Roofer’s Edge sat down with Monroe for some of his insights into running a profitable and sustainable business.

Ready to “Nail It” on your next project?

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THE ROOFER’S EDGE: Monroe, contractors these days have to wear a number of hats. For many of them, managing the accounting end of the business is as welcome as a trip to the dentist. What’s your take on this?

MONROE: That’s true enough. As a whole, contractors don’t like, as they say in old school lingo, book work. So many do not take the time to set up their financial information so they can quickly and easily run their business.

Many are amazed at how easy it is to accumulate the information once they are given the appropriate chart of accounts and a simple list of what they need to know. Accounting is simply estimating backwards. Unfortunately, accounting is set up for the accountant’s use and not the contractor’s. With just a little bit of manipulation, you can quickly come up with something that works for both taxes and business analysis.

THE ROOFER’S EDGE: This conversation is taking place at the start of the contractor’s season. Finding reliable workers is such a crucial aspect of a successful contracting business. Can you share with us a few thoughts on staffing?

MONROE: "Crucial" certainly is the right word. Finding good people is often a challenge. Years ago contractors recruited farm boys and other local employees. There are no farm boys to recruit and contractors today have to chase employees as aggressively as they chase jobs. No longer will an ad in the paper or a help wanted sign hung out in front of your place get the job done. Contractors need a well-thought-out and planned recruiting and employee development program.

THE ROOFER’S EDGE: Right. But you can’t just trust that they’ll know what to do. You’ve got to bring them along, don’t you?

MONROE: Developing employees requires a new way of thinking. Pay alone won’t attract the right people. Pay is like a ticket to a ball game.

If you can’t afford the price of the ticket, you won’t get to see the game.

However, buying the ticket doesn’t ensure it will be a good game. You have to pay a competitive wage to attract good people, but pay alone won’t build a good organization. People still need to be managed, held accountable and developed. Many entrepreneurs think that a magic bonus system or formula will ensure success. This is just not true, but very difficult to get people to understand. Paying more won’t make people smarter, stronger or better skilled. It is just one part of an overall package.

“Contractors need a wellthought-out and planned recruiting and employee development program.”

THE ROOFER’S EDGE: In your talks you stress a competent sales team as being critical to a contractor. That’s not going to change any time soon, is it?

MONROE: Never will. Roofing contractors’ salespeople must be trained to sell a roof system. For example, the term “life time shingles” has confused much of the industry. Consumers think they are buying shingles and that is all that matters, when in reality they are buying a roof system. Shingles are just one component of the overall package.

Every day roofers lose jobs to competitors who are not providing the same quality or benefits. It’s not the customer’s responsibility to figure out the difference between a good and bad job. It is the sales team’s responsibility to communicate value.

Want the best customer experience in the roofing and siding industry?

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THE ROOFER’S EDGE: Many contractors bring in subs to help when they’re backed up. That can be a double-edged sword, can’t it?

Look — running a small business is challenging,

MONROE: Sure can. Listen, most subs working for roofing contractors live from hand to mouth. Yes, you are controlling per unit cost, but don’t assume you are controlling all of your liability. Call backs, leaks and other liabilities come out of your pocket as they are the only pockets with any money in them.

THE ROOFER’S EDGE: You are all about having a good management plan in place, and preparing for every eventuality.

MONROE: I do because it is so important. Running a small business can really be a challenge regarding preparedness. If you were sick for six months, would your business survive? A simple check list can go a long way to ensure you are prepared for the future. No one plans to die or become disabled tomorrow, but we can all do things to cushion that impact.

but the simple truth is that it can also be rewarding.

Ready to “Nail It” on your next project?

THE ROOFER’S EDGE: You’ve built a well-deserved reputation as one of the most pro-contractor guys out there. A few last words of encouragement?

MONROE: Look — running a small business is challenging, but the simple truth is that it can also be rewarding. Almost everyone I know who has a corporate job are afraid they will get canned by someone at the top.

Small business owners can control their own destiny by practicing sound business fundamentals while doing what they love. Yes, it can be stressful but some of that stress can be self-induced. As an entrepreneur, you control and manage your own destiny.

CONTACT WILLOUGHBY SUPPLY AT 800-572-ROOF

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Stand out from the competition:

Offering your customers home improvement loans

You are a contractor and an entrepreneur. You have worked hard and long to establish your reputation and provide conscientious, excellent service in a field rife with competitors, some of whom undercut you on price and do inferior work.

Still, as a businessman, you are looking to increase your market share, but how? What extra benefit can you provide a prospective customer?

Market research informs us that a full 50 percent of all home improvements are financed in one way or another. By presenting potential customers with payment options for their home improvement project, you stand out against your rivals and get the customer to say yes more easily and more often.

Conduct a little online research and you will discover a wide

array of banks and loaning institutions that offer you payment plans to present to your customers.

One of them, EnerBank, is dedicated to providing unsecured home improvement loans directly to the building industry, through programs like WilloPay. Separate yourself from the competition by offering your customers a choice of payment plans — that only a program like WilloPay can provide. Whether they are cash or payment customers, you can provide loan program options for both. For cash customers, you are able to present them with a same-ascash plan with no interest and no monthly payments up to 24 months. For customers wishing a low monthly payment, you can offer them a traditional

Looking for a supply partner that’s also committed to your long-term success?

installment loan at reduced interest or zero interest, each with a variety of terms.

Your customers, and you, benefit from EnerBank’s quick and easy application process — the majority of their loans are approved in minutes. And more good news to tell them is that the loans won’t tie up home equity or credit lines.

Your customers will not pay any closing, appraisal or application costs; neither are there high default APRs for late payments.

If the homeowners want to take some time mulling this over, they can — their credit commitment is good for 120 days from the date they applied. EnerBank’s loans are unsecured; with no line on the customer’s house. And there is no penalty for paying off the loan early.

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Okay, so you’ve looked at the benefits and have decided that providing your customers with payment options enhances your closing rate. The issue then is, who do you choose to work with, and what are you looking for in a lending provider? Here are some of the questions, and answers:

• I s the provider a FDIC insured bank?

• H ow well capitalized is the provider?

• W hat is the provider’s primary line of business? What percentage is home improvement lending?

• D oes the provider have a comprehensive selection of payment options? Are they all available all the time?

• W hat is the provider’s customer complaint rate? How does the provider handle customer complaints?

• W hat is the provider’s Better Business Bureau Rating?

There are, however, some standards your company has to meet to be able to qualify.

They will ask you to answer these four questions:

• I s residential home remodeling the focus for your business?

•D o you have an average project size of at least $5,000?

•A re you a US-based business that has been in operation for at least three years?

•D o your annual residential remodeling sales total at least $500,000?

If you can answer yes to any or all of these, you could be well on your way to closing more deals while providing customers a needed benefit that your competitors can’t.

Willoughby Supply is confident in EnerBank’s ability to help you increase sales.

Learn more at www.enerbank.com.

Interested in adding new and replacement windows to your offerings?

CONTACT WILLOUGHBY SUPPLY AT 800-572-ROOF

Fall/2016 9

KEEPING YOUR BALANCE Jamie Spacek

West Side Roofing Co. shares how you can navigate the peaks and valleys of the roofing business Jesse Spacek

Chris Spacek

Order supplies for your next job online, anytime.

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10 ROOFER’S 10 Roofer’s EdgeEDGE

Early History In the spring of 1931, when Cleveland Indian Wes Ferrell threw a 9-0 no hitter against the Saint Louis Browns, Cleveland Westsider Greg Murphy threw in with his brother Ed and opened West Side Roofing Co., slowly building the company up year by year.

Fast-forward to the late ‘50’s, and slate roofer Frank ‘Bud’ Spacek, a family man with three young sons, takes over the reins of West Side Roofing.

Mostly through word of mouth, the company’s reputation and business grow along with the burgeoning suburbs of Northeast Ohio. Even as Bud’s sons Jamie and Chris graduated

college and took over as West Side Roofing’s President and Vice President, they still rely on their father’s steady hand to help steer the company.

The Unexpected Ask any entrepreneur, and they will tell you that the greatest test to your leadership is not in the good times, but the hard ones, when adversity — which can arrive in many different forms — strikes your business unexpectedly and forces you into action. So it was with West Side, when Bud’s sudden death

“I had a first-hand seat to see how my dad persevered and ‘rolled with the punches’ during that tough time.”

Jesse Spacek Interested in expanding your business with vinyl siding installation?

rocked the company, leaving his sons to continue on without his steady hand and decadeslong involvement in the community. Jamie’s son Jesse, West Side Project Manager and third-generation Spacek in the business, was witness to the abrupt changing of the guard.“I had a first-hand seat to see how my dad persevered and ‘rolled with the punches’ during that tough time,” Jesse says. “Bud’s knowledge and presence at West Side could never be replaced, but it forced us to fill his role, which we saw we could eventually do. It certainly stretched us. Jamie’s willingness to forge ahead and continue to lead and grow our family business is something I will never forget. I hope to be able to do the same thing one day.”

Building the Business Under the sons’ tenure, West Side has branched out to other aspects of homebuilding, such as siding and skylight installations, though roofing remains their main focus.

“While the backbone of our

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Fall/2016 11

“Our highly skilled team of experts has over 150 combined years of experience in both the residential and commercial roofing industry.”

Chris Spacek company is shingle work, we also maintain a strong commercial presence,” says Chris. “We like to keep it about a 50-50 mix. Our highly skilled team of experts has over 150 combined years of experience in both the residential and commercial roofing industry.”

From the start, West Side Roofing has had the experience to handle any type of roofing job that came its way. With Bud’s background in slate and tile roofing all those years ago, the company has maintained its ability to tackle these

jobs, while still adapting to new products. “While the industry has changed a lot since my grandfather’s time, we still receive slate and tile jobs,” says Jesse. “There are a fair number of high-end homes being built in the area with slate roofs, and we work on a good share of them each year. A brand-new slate roof with its all-copper flashing is a beautiful way to finish off a house."

West Side admittedly does very little advertising, relying on word-of-mouth and their reputation for many of their jobs. But word-of-mouth does not apply solely to residential jobs.

Over the years and up to the present time,

Jamie Spacek carries on his father’s legacy.

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“They fuel us to be the best we can be and we’ve always appreciated their ‘goget-them’ mentality. ” Jesse Spacek West Side has done more than their share of church jobs.

While many aspects of a church roof are pretty much standard — many churches have flatroofed education wings — other parts of the job can prove a challenge. “Being 30, 40 feet up on a steep-pitched church roof doing slate repairs can be quite an exhilarating experience,” says Jesse. “But if we have to go get a crane or anything else to finish the job, we will.”

And West Side Roofing is pleased to have Willoughby Supply as their partner in the business. “Willoughby has been an integral part of our success throughout the years. From product knowledge to superior customer service, Willoughby Supply has given us the tools to keep our business moving in the right direction,” says

Jesse. “Their customer service and family-based values have always been something that we have admired since our partnership began many years ago. They fuel us to be the best we can be and we’ve always appreciated their ‘go-get-them’ mentality. Willoughby is a first-class company and we’re honored to be able to work with them on a daily basis.”

Overcoming (your own) mistakes Sometimes, the obstacles you have to overcome are those you create yourself. Not getting a job right for a roofer means a guaranteed upset phone call when the next rain falls. A mistake? Sure, no one gets it perfect 100 percent of the time, but what you do next reflects the measure of your integrity.

So it is with West Side. On one memorable occasion, Jesse was on the receiving end of such a conversation. “One job in particular I diagnosed and we made the repair, the next storm to pass by I received and call from the homeowner screaming at me that he still had the leak. My heart sank, you take it personal and feel horrible. Long story short, we made an additional repair, a bigger more thorough repair, and the leak stopped.”

Occasions like this — though you hate to see them happen at all — can actually end up helping you if you can unearth

A sampling of West Side Roofing’s jobs both past and present show the company’s commitment to exceptional work.

Looking for an in-depth and in-stock selection of roofing and siding supplies? CONTACT WILLOUGHBY SUPPLY AT 800-572-ROOF

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“There’s something quite fulfilling to know that every day you come to work you’re helping to grow the next generation of a family business with a history of service and commitment to their customers.”

Brad Hutcherson a take-away. Or, as Jesse says, “Looking back, it was a true learning experience. I thank my dad for not overreacting to the lost money in repairing it a second time, and I thank the homeowner for letting us come back to make things right. At West Side we give our best, but we certainly aren’t perfect. As I’ve grown here at West Side other mistakes have come, but it is an unbelievable feeling knowing that Jamie and Chris have my back and are willing to always make things right. We take pride in that we’ve never walked away from a job.”

The Future West Side’s dedication to a job

well done and the excellent reputation their faith-based philosophy has provided them also positions them for continued growth.

“God has blessed our family in so many ways,”says Jesse.

“Though sometimes we think Bud left us too soon, we know that God has a plan for every one of us. We would all agree that Bud would be shocked to see how the roofing industry has changed over the years, but we know he would be honored to see that the third generation has joined the family business.

Just seeing his family keeping the West Side Roofing name alive would definitely bring a smile to his face.”

West Side Roofing is keeping up the quality. Jesse is involved in every aspect of the job, and is committed to continuing the family’s dedication to their work. “We believe quality and service starts from the top down,” says Jesse. “From our office to our laborers, each employee knows the importance of quality. People in Northeast Ohio have grown to know the West Side name, and we do our best each day to keep that name in line with great customer service and quality workmanship.”

“Being part of a generations-long business is an experience I cherish and do not take for granted. My brothers and I at Willoughby Supply, like the Spacek family at West Side Roofing, would attest it can also be quite humbling.”

Patrick Romanini Want a supply partner that helps grow your roofing and siding business?

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STRONG ARMS to carry the weight of not only a load of shingles, but the weight of running a small business, hiring and managing a crew of sub contractors and securing new business in the community.

HANDS that have spent the last 30 years nailing, pulling, loading, lifting and creating a business from the ground up.

Portrait of a Roofer

back at the worksite.

A BRAIN that can compute price per square faster than any other and chock-full of knowledge and insight into how to get the job done right the first time.

A HEART for helping his customers create a safe environment to raise their families, create memories and live their lives.

Just a few GREY HAIRS from always putting the customer first and always finishing the job by the estimated timeframe.

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Safety First “Utilizing PPE is a start in the right direction.

However, the PPE doesn’t necessarily take the risk out of the job,” Terry White, Quality Assurance Safety Training Manager, Willoughby Supply

The age-old phrase “accidents happen” takes such a casual view of mistakes. It was probably first said by someone who didn’t have to deal with the headaches, and more importantly, safety concerns that mistakes can bring.

Terry White is someone who is fully aware just how serious safety is. As the Quality Assurance Safety Training Manager for Willoughby Supply, it’s his job to ensure that not only are accidents kept to a minimum, but that all precautions are taken to keep every job site as secure and efficient as possible. We talked to him about some of the errors he’s seen take place, and he gave us some tips and insight on how to stay safe at the job site.

Looking for an in-depth and in-stock selection of roofing and siding supplies? CONTACT WILLOUGHBY SUPPLY AT 800-572-ROOF

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Familiarize yourself and your team with standard operating procedures

Wearing personal protective equipment is a must

This one may seem like a no-brainer, but it’s the very first thing White mentions when asked about how to avoid potentially dangerous mistakes on the job site. While accidents can certainly still happen even when every possible safety measure is taken, the odds of such an occurrence drop drastically when the basic rules of safety are followed.

Personal Protective Equipment (PPE) is undoubtedly an integral part of safety at work, and knowing how and when to properly utilize can sometimes be the difference between a minor accident and a serious one. Knowing how to properly wear the equipment, what pieces are necessary for the job at hand, just how much protection the items provide and ensuring all pieces are properly maintained, in working order will enable workers to maximize their protection from potential physical hazards.

Making certain that everyone on your team is familiar with both Standard Operating Procedures as well as Safety Protocol is a basic but important first step to keeping everyone safe and working efficiently, no matter the job.

However, while PPE provides some defense against danger, even when properly worn it is not a total guarantee of safety, which brings us to the most important rule to prevent accidents on the job site.

Know the job site Another common cause for costly mistakes is inaccurate and limited information about the jobsite.

"Accurate communication throughout the project is key and can make a huge impact in productively and safely completing a job,” White explained.

When proper information isn’t provided about where exactly the work is taking place or what obstacles might be preventing the materials from arriving there safely, productivity slows down and brings about unnecessary risks.

General awareness in invaluable “Utilizing PPE is a start in the right direction.

However, the PPE doesn’t necessarily take the risk out of the job,” White notes, citing “general awareness” as the most essential component of minimizing the many dangers at work.

As anyone in the industry knows, even when all safety procedures are carefully followed, equipment worn and information at hand, there is always the possibility of the unexpected taking place. That’s when being aware of your surroundings and the situation at hand can be a job (or potentially a life) saver.

How can the delivery of roofing and siding supplies impact your next job?

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A CLEAR OPPORTUNITY FOR GROWING YOUR BUSINESS

Offering windows can add a new dimension to your contracting business

It is true that more often than not, people buy based on value, not on price. For a contractor wishing to maximize the sale potential of his next presentation, new and replacement windows and doors offer the opportunity to present potential customers with outstanding products they will value.

Doors and windows come with a large array of features. The task in your presentation is to ask the questions that uncover which of these features are important to the homeowner and promote them as benefits.

Is your customer primarly concerned with insulation? Are the homeowners focused on security? Or are aesthetics a driving factor in their purchase decision?

We’ve rounded up some of our favorite window products from Ply Gem, a manufacturer of new and replacement windows and doors, to give you a glimpse at how adding these products to your offerings can unlock new possibilities for your business.

Mira Double-Hung Window These aluminum clad wood windows come in the five interior colors of natural, primed and prefinished white, off-white and black. These double hung windows feature tilt-in sashes and, as pictured above, fill a room with inviting natural light.

Ready to get to work?

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FIND THE FEATURES THAT MATTER

When meeting with homeowners, focus your conversation on the features that will best meet their needs in order to guide them to the right product. Ask questions regarding:

Mira Premium Series Hinged Patio Doors These aluminum clad wood hinged patio doors are available in half-lite and three-quarter-lite panels. Single panel, two-panel, three-panel and four-panel configurations can also be made.

The natural clear wood finish (shown) contrasts with the brass hardware to create an elegant look. Also available in primed and prefinished black, off-white and white.

Insulation

Security

Customization

Aesthetics

Premium Series DoubleHung Windows

Premium Sliding Patio Doors

These vinyl replacement windows remain a favorite for their combination of classic looks and convenient operation. And though these may look like traditional windows, they’re the picture of modern window innovation.

These vinyl replacement doors carry a variety of grille options and are available in a wide range of architectural shapes. The glass design shown, Sheffield, is one of 12 different incised v-grooves that present the homeowner with an array of accents.

Images courtesy of

Accuracy matters on every order, every time.

Mira Premium Series French Sliding Patio Doors These aluminum clad wood doors open wide and feature fullperimeter weatherstripping and enhanced security. Five interior colors — natural, primed and prefinished black, off-white and white, with 46 exterior colors to choose from.

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Know the feeling?

Overcoming Killer Delays The old saying “time is money” certainly holds true in the roofing industry.

Maybe more than any other of the major building trades, roofers face a myriad of delays that, if not addressed and overcome, can effect an entire season’s schedule (always too short as it is) and hinder profit margins. While some delays are unavoidable and outside the company’s control, others can be avoided or at least minimalized with proper foresight.

Looking for a roofing and siding supplier that goes the extra mile?

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Fall/2016 21

A successful job — from initial meeting to winning bid, to inspection approval, pleased client and final payment — is a contractor’s dream and a doable goal with proper planning and, sometimes, a little luck.

We sat down with Willoughby Supply’s Regional Sales Manager Jeff Aloisi to discuss some of the more prominent causes of job delays and solutions to avoid or reduce them.

Materials availability/shipping delays Successful roofing contractors must find and retain a roofing materials distributor that they can partner with and who knows their needs and the immediacy of providing them with what they need. “At Willoughby, we focus on saving you and your crew time on the job, so we deliver dry-in packages within a two to three hour window and offer unassisted rooftop deliveries so your crew can continue to get the job done while our crew unloads the supplies,” Aloisi said.

A trusted roofing distributor with long experience in the field will not only know what materials your job will require — and have them on hand— but will also have contacts with the manufacturers and be able to ascertain if they foresee any disruptions in the supply chain that could adversely affect getting the materials you need. A guaranteed supply chain will save you both time and the headache of having to scramble for materials that may have to come long distance.

Weather The roofer’s bane. Perhaps no other single aspect of roofing is so outside of your ability to control. While plumbers, electricians, HVAC installers, drywallers and painters are getting their job done during a storm in the last project you completed, you are in the office counting the days until you can get back to your current job. Adverse weather — be it rain, high winds, even sleet — is guaranteed to shut your job down and send your crew home or to the bowling alley. But, advanced weather tracking and handy weather apps like MyRadar Weather Radar will help you foresee approaching weather patterns and avoid costly delays. Let’s face it — weather happens, and there are times when calling a halt to a job due to harsh conditions is the only alternative.

Planning problems Working out in advance all the many details of the job with the client will save you time and money in the long run. Clear, specific and agreed-upon communication with the client is absolutely necessary to keep the job on track. For large re-roofing jobs, having a designated, client employee with the ability to make decisions on-site can aid you tremendously. Issues such as securing employee entrances and exits away from construction areas, dedicated locations for trailers, equipment and materials, and the tapingoff of areas to keep employees and visitors away from potential falling objects may need to change during the course of the job. Having an on-site decision-maker will help the job flow smoothly and result in less time spent managing these things.

Ready to grow your business with financing offers?

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Sure, by using a subcontractor you have less control than if they were your own workers, but you also have less risk — workers' comp and insurance are paid by the subcontractor, who is also responsible for training.

OSHA regulations

Labor

This is one area that can slow a job down, but for good reason.

Roofing companies are required to familiarize themselves with all OSHA standards germane to their industry and make certain all employees be provided with and know how to use fall-protection equipment.

That is especially pertinent in Ohio, one of the states which operates its own state-level safety plan that is mandated to be at least as stringent as the federal standards. Following OSHA requirements not only add to management time on the job, but they can also take a sizable bite out of the contractor’s profit margin for non-compliance — in some cases, OSHA fines have recently tripled. OSHA guidelines cover a wide array of job aspects, such as educating and training existing and new employees on all aspects of job safety; guardrail systems for edges and holes; the use of mechanical equipment on the roof; worker proximity to various potential dangers (such as open tanks, electrical sources and equipment) and many others.

Do OSHA regs take time and management to follow? Sure, but certainly both responsible roofing contractors and OSHA agree that safety can never be taken for granted.

Training and retaining a dependable, responsible workforce is crucial to roofing companies who, in Northeast Ohio at least, are looking at a season of maybe 200 days. With the effect of the Affordable Healthcare Act on the industry, many roofing companies are increasingly looking to subcontractors to provide their labor needs.

Ready to “Nail It” on your next project?

“For a contractor, there is something very satisfying about overseeing a wellmanaged job; your trained employees are working in a safe, accident-free environment, with all the equipment and materials close at hand, everything thought out in advance and flowing smoothly,” Aloisi said. Does every job happen that way? The short answer is no, but with experience and proper management in place, delays can be reduced and in some cases done away with altogether.

“For a contractor, there is something very satisfying about overseeing a well-managed job; your trained employees are working in a safe, accident-free environment, with all the equipment and materials close at hand, everything thought out in advance and flowing smoothly,”

Jeff Aloisi Regional Sales Manager, Willoughby Supply CONTACT WILLOUGHBY SUPPLY AT 800-572-ROOF

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What you don’t see can hurt ... your roof How underlayments help the roof withstand the elements Leaks on a new roof have always been bad for business, but at least contractors could be confident that the associated pain and profit losses would be relatively short lived. A fixed leak was a problem solved. Today, however, the broad understanding of the risks of mold growth and structural damage associated with water soaking into walls and ceilings has made the pain of a leaky roof not only more acute, but potentially chronic as well. Unfortunately, new roofs can fail even if the application workmanship is flawless, so it is critical that contractors choose appropriate materials based on the expected forces the roof will need to withstand.

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Building science of roof leaks Roofs must be designed in line with the climate that they must serve in, and in areas that have any appreciable snowfall that means designing for ice. Although picturesque, a roof dripping with icicles is potentially a sign of structure in real trouble.

The problem begins when snow accumulates on the roof.

Heat from the interior rises through the attic space, causing the snow to melt and water flowing toward the eave under the snow pack. This occurs no

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24 ROOFER’S EDGE

matter how well the building is insulated. The water refreezes once it reaches the eave because the eave is no longer over heated interior space This phenomenon continues, forming a large ice dam at the eave with a pool of standing water behind it.

Most sloped roofs are not waterproof. Instead, they perform based on their ability to shed water, and ice dams interfere with that ability. The standing water behind the ice dam easily gets under the roof coverings and drips into the house, usually directly into the cavity of the exterior walls.

This water can compromise the performance of the insulation, cause structural deterioration and produce an environment ripe for mold growth. This is how a short term leak problem can become a chronic liability.

In areas where the snow doesn’t fly all that often, the

real threat to roof performance is wind and driven rain. Strong winds can lift roof coverings, allowing water to enter. Often, the worst areas are near the roof peak on the side of the roof away from the wind direction. As the wind flows over the peak of the roof, the roof coverings on the protected side are moved by the same type of lifting force that work on aircraft wings. In either case the roof is compromised.

Fully adhered underlayments are a key design element For roofs to withstand the normal environmental forces they are exposed to without leaking, it is wise to apply a fully adhered underlayment in areas prone to problems.

At one time, the use of a membrane underlayment was considered by many to be optional. However, in today’s environment, with roof leaks potentially causing long term structural and health concerns, these products are absolutely

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required.

All underlayments are not created equal, though.

Fortunately, the total cost difference between the premium performers and the economy brands is a very small fraction of the total cost of the roof. This makes premium performance very inexpensive insurance for almost any budget.

The ability of a fully adhered underlayment to keep water out is based on three main characteristics; the product’s ability to seal around roofing fasteners, the ability of the product to adhere well to the substrate and how well the product forms watertight overlaps.

Seal around the fastener The ability to seal around roofing fasteners is the primary performance characteristic to consider when choosing a premium performance underlayment. The expectation is that these products will

CONTACT WILLOUGHBY SUPPLY AT 800-572-ROOF

Fall/2016 25

Consider the performance fundamentals of adhesion, watertight overlaps and fastener sealability as you choose your underlayment products provide a watertight layer under the roof coverings even though they have thousands of fastener penetrations.

All underlayments claim that they seal around fasteners and many will state that they comply with the nail sealability portion of ASTM D1970 as proof. While these are important “must haves,” they are not a guarantee that the material will seal well.

Fortunately there are some simple experiments that can be done to discern premium performance.

The simplest test is to push a roofing fastener through the membrane and look at the shank of the nail as it comes through the back side. It should be well coated with adhesive from the membrane indicating a good seal. This test can be made more discriminating by doing it at the manufacturer’s low application temperature limit since membrane adhesives tend to get harder and less sticky at these temperatures.

membrane in a freezer until it is cold and then folding the membrane over, adhesive side up. Premium performance products will most likely bend, and lower performing products will tend to snap.

Adhesion to the roof deck and in overlaps Adhesion and full contact with the substrate are the other key performance characteristics since it is critical that water cannot travel under the membrane to potential leak points. Premium performing products will aggressively adhere to the roof deck at recommended application temperatures. The differences between products are likely to be most easily seen at the low end of the recommended application temperature range.

Adhesion is also important when one sheet overlaps an adjacent sheet, since overlaps are typically the weakest point in any membrane system. In the case of overlaps, though, the quality of the adhesive is not the only factor to consider. The top surface of the membrane is also important because it

serves as the “substrate” in an overlap area.

In the broadest terms, underlayments tend to come in two varieties as determined by their surface; granular surfaced underlayments, which rely on mineral granules to impart slip resistance and smooth surfaced membranes, which rely on a smooth but slightly tacky coating to give a safe trafficable surface. Both systems offer good slip resistance but they do differ in their tendencies to make good watertight overlaps.

Watertight overlaps are more easily made with smooth surfaced membranes than with granular surfaced products. This is simply due to the fact that granular surfaced membranes achieve their slip resistance by virtue of the roughness and irregularity of their surface while watertight overlaps are most easily achieved when the surface is smooth and regular.

Underlayments a second time In general, old roofing underlayments will not in themselves provide a watertight barrier under a second roof if they are left

Since the ability of the product to seal around fasteners is primarily a function of the quality of the membrane adhesive, another quick test that can be done to determine quality is a low temperature flexibility test. This is done by placing a sample of the

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26 ROOFER’S EDGE

intact after their roof coverings have been torn off and replaced. The old membrane is likely to be damaged during the tear off. Even if extraordinary care is taken, old fastener penetrations, which no longer have fasteners through them, are unlikely to be watertight despite the fact that membranes claim some ability to self heal.

The simplest method is to apply a new layer of membrane over the old, but once again, the surface of the old membrane must be considered. A new layer of underlayment can be easily applied over an existing underlayment if the surface of the older underlayment is smooth.

If the surface of the old layer of membrane is granular, the choices are less ideal, requiring more individual judgment.

One of the performance

fundamentals is full contact and adhesion to the substrate.

If full contact and adhesion to the old membrane cannot be assured, then the old membrane should be removed. Removal may require replacement of the roof deck in affected areas.

When applying a second layer of membrane, the thickness of the second layer will probably telegraph through the new roof coverings. To avoid this, apply an 18-inch wide strip to the eave, covering half of the old membrane, followed by a full-width membrane strip. In this fashion, there will be two thickness step-downs but each will be no greater than the thickness of a single membrane layer.

Underlayments done right offer inexpensive insurance As the pain and cost of potential liabilities associated

with roof leaks become more severe, the small cost of using a premium performance underlayment becomes even smaller. Contractors are well advised to consider the performance fundamentals of adhesion, overlaps and fastener sealability as they choose their underlayment products, coupled with the building science associated with roof performance, to determine where the leak prone areas of a roof are likely to be. For additional guidance contact a roof design professional or a reputable manufacturer with experience with fully adhered underlayments.

About the Author: Lawrence S. Shapiro is the Business Director for the Residential Building Materials business of GCP Applied Technologies, the manufacturer of Grace Ice & Water Shield. He is an industry veteran with nearly 30 years experience in roofing and waterproofing applications.

Grace Ice & Water Shield® The Original Best in Class Underlayment Grace Ice & Water Shield® HT Perfect for Metal Roofs Grace Ultra™ For Extreme Temperature Assemblies Grace Select™ Performance Alternative to Granulars

gcpat.com

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Hammer out the rest of this season with Willoughby Supply.

NAILED IT At Willoughby Supply, we deliver more than just your order. With us you get: - On-time delivery, every time - Always accurate orders - A depth of in-stock residential and commercial roofing - Knowledgeable and available team that goes the extra mile for customer satisfaction - An extensive line of CertainTeed Vinyl Siding products

Contact your local Willoughby Supply today to learn more about how you can partner with us and say “Let’s nail it” on your next project. willoughbysupply.com

LOCATIONS: AKRON 859 Moe Dr. Akron, Ohio 44310 330-630-6700

ELYRIA 41362 Griswold Rd. Elyria, Ohio 44035 440-324-1155

CANTON 4900 Southway St. SW Canton, Ohio 44706 330-453-8080

MAUMEE 6519 Monclova Rd. Maumee. Ohio 43537 419-893-7663

COLUMBUS 2505 Silver Dr. Columbus, Ohio 43211 614-261-7700

MENTOR 7433 Clover Ave. Mentor, Ohio 44060 440-269-1600

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MIDDLEBURG HTS. 17901 Sheldon Rd. Middelburg Hts., Ohio 44130 216-452-1010 WOOSTER 6692 Lincoln Way East Wooster, Ohio 44691 330-264-5151 ORLANDO 2901 Titan Row Suite #110 Orlando, Florida 32809 407-251-9070 VISIT WILLOUGHBYSUPPLY.COM TO LEARN MORE.

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7433 Clover Ave Mentor, OH 44060

WHAT’S INSIDE “It’s our hope that together we can share our collective knowledge and experience to make each other better and evolve the competitive landscape in our industry.”

"Look — running a small business is challenging but the simple truth is that it can also be rewarding."

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A full 50 percent of all home improvements are financed in one way or another.

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“Our highly skilled team of experts has over 150 combined years of experience in both the residential and commercial roofing industry.”

“Utilizing PPE is a start in the right direction. However, the PPE doesn’t necessarily take the risk out of the job,”

MEANWHILE ... back at the worksite.

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“For a contractor, there is something very satisfying about overseeing a wellmanaged job; everything thought out in advance and flowing smoothly,”

Consider the performance fundamentals of adhesion, overlaps and fastener sealability as you choose your underlayment products 20

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Roofer’s Edge is produced by Prodigal (prodigalcompany.com) for Willoughby Supply.