Building a business around maintenance

By Dani Sheehan. 

KARNAK is helping move roof maintenance from a reactive service to a strategic growth driver for contractors. 

Across the industry, maintenance is creating new entry points into commercial roofing, strengthening relationships with building owners and helping contractors build more resilient, diversified businesses. 

This shift is being driven by evolving roof systems, economic pressures and a growing emphasis on extending roof life through restoration. Industry insights continue to show that building owners are increasingly choosing restoration as a cost-effective, less disruptive alternative to replacement when conditions allow. 

“There’s so many people that are new to roofing that are getting into the maintenance side first,” said Chris Huettig of KARNAK in a recent interview on The Coffee Shops™ sound stage. “That steppingstone to get into commercial roofing and repair is what they need, and they need to know which products do what.” 

Compared to full replacements, repair work often requires lower upfront investment, shorter timelines and quicker decision-making. It also allows time to gain hands-on experience with different systems while building trust with customers. If you can respond quickly, diagnose issues accurately and deliver reliable repairs, you’ll be the one who gets the call when bigger projects arise. 

Education is defining the next generation 

As more contractors enter the maintenance space, one thing is becoming increasingly clear: success depends on technical knowledge. Roofing systems today are more complex than ever, and repairs are no longer one-size-fits-all. Different substrates, membranes and coatings require specific approaches, and applying the wrong product or technique can lead to premature failure. “We need to be more technically sound getting these kinds of systems and products applied correctly so that they last and they have value,” John McDermott of KARNAK added.  

The push for education is being driven across the industry, including through organizations like the Roof Coatings Manufacturers Association (RCMA), where manufacturers like KARNAK are actively working to bring contractors into the conversation. By expanding contractor involvement, RCMA is helping bridge the gap between product development, technical standards and real-world application. The goal is to ensure that as coatings and restoration systems continue to grow in popularity, they are installed and repaired correctly, so they deliver long-term performance. 

Practical innovation on the roof 

Solutions like Karna-Seal 671 are examples of how manufacturers are responding to the evolution of roofing systems and system-specific solutions. Silicone coatings, for example, have seen widespread adoption across commercial roofing, creating a new set of challenges. “Over the last decade there’s been 10 million gallons of silicone coating applied in the U.S. on commercial roofs every year. So, there’s just a lot more of that out there. You have to have a really good repair component for silicone because nothing else will stick to it,” John shared. 

Not only is Karna-Seal 671 compatible with silicone coatings, but it also offers excellent adhesion across multiple substrates. KARNAK now also offers Karna-Seal in two-liter pouches and caulk tubes in addition to their two and a half gallon buckets. Transporting materials onto a roof, often while climbing ladders or navigating tight access points, requires solutions that are easy to carry and quick to use. This thoughtful change in packaging helps crews stay mobile and perform more effectively on each project. 

Partnering with manufacturers like KARNAK and investing in training to deliver consistent quality will position your business for any changing market conditions. Because increasingly, growth in roofing isn’t starting with tear-off. It’s starting with maintenance.