The future of roofing: Why solar is becoming essential for contractors

By Jesse Sanchez.

Discover why industry experts believe solar is the future of roofing and how contractors can seamlessly integrate it into their business for long-term success.

In an episode of Roofing Road Trips®, a panel of industry experts discussed the necessary tools to seamlessly integrate solar solutions into roofing businesses. Hosted by Heidi J. Ellsworth, the discussion featured insights from Jon Gardner of Owens Corning, Adam Bensman of The Roof Strategist, Kody Landals of Reimagine Roofing, Ryan Shantz of SumoQuote and Anna Anderson of Art Unlimited. These industry leaders, who are also trainers for Owens Corning, explored how contractors can successfully add solar to their business and leverage the resources available to maximize profitability.

One of the key takeaways from the conversation was the growing necessity for roofers to embrace solar. Kody, founder and CEO of Reimagine Roofing, provided a bold prediction about the industry’s trajectory. "I firmly believe that over the next five years, there's not going to be any separate solar and roofing companies. There's just going to be solar and roofing companies," he explained.

With increasing consumer demand for energy-efficient solutions and rising electricity costs, homeowners are seeking comprehensive services that combine roofing and solar. Kody highlighted that traditional roofing companies have an advantage in this space because they already possess the expertise to protect a home’s structure. He asked, "Would you rather have warranties with two different contractors or warranties with one contractor that's also backed up by a company like Owens Corning?"  

Jon, who leads learning and development at Owens Corning, introduced the Solar PROtect initiative as a way to bridge the gap between roofing and solar installation. He explained that roofing contractors are uniquely positioned to introduce solar solutions because they already have relationships with homeowners. "There is really nobody that's better suited to introduce solar and bolt that on than the existing roofing contractor in our network," Jon said. The Solar PROtect program provides training and resources that make it easier for roofers to expand their business into solar while offering warranties that cover both the roofing system and solar infrastructure.

Another major aspect of the discussion focused on how contractors can integrate solar without overwhelming their current business models. Adam, a renowned industry trainer, shared insights on the financial and sales benefits of adding solar to roofing businesses. He noted, "By adding solar to your business, you can grow by 41%—without any new customers, without spending any more money on marketing, not needing any more leads, not hiring any more salespeople and providing more value to your team."

For contractors hesitant about entering the solar market, Anna expressed the importance of clear communication and marketing to educate homeowners on the benefits of roofing with solar integration. "You as a business owner are transforming your message. You're creating a message that truly resonates with your target consumer," she explained. Anna stressed that homeowners are increasingly recognizing their rooftops as valuable space for energy efficiency. By effectively crafting their message and targeting the right audience, contractors can position themselves as trusted providers in this growing market.

Read the transcript or Listen to the podcast to learn more about how roofing contractors can successfully integrate solar into their business!