Training contractors for whole-home opportunities

By Jesse Sanchez. 

CertainTeed’s education programs help contractors expand their services while maintaining installation quality. 

During a live Roofing Road Trips® podcast from CertainTeed’s Business Builders Workshop in San Diego, Joe Thompson, senior manager of exterior products training, shared how contractor education supports business growth. With experience in commercial roofing, technical services and inspections, Joe now focuses on training professionals in residential roofing, siding, commercial roofing and solar solutions. 

What makes CertainTeed’s contractor training program different? 

Joe said education serves as the foundation of CertainTeed’s contractor credentialing and engagement programs. Rather than limiting instruction to centralized facilities, the company uses multiple training formats to reach contractors across the country. 

“Everything is education based. I have a team spread throughout the country. They have what we call CTM TVs. They are training trailers that are spread throughout the country. We really want to focus on meeting the contractor where they are.” 

Training is available at dedicated centers, through mobile training trailers and in customized sessions at contractors’ locations. Joe said the goal is to ask contractors what support they need and tailor the education accordingly. 

How can training help roofing contractors diversify? 

As contractors look for ways to build longer relationships with homeowners, Joe encouraged them to consider the needs of the entire property rather than focusing only on the service that prompted the initial call. He shared: 

“If you're called out by a homeowner, don't just focus on the original request. If they say, ‘I need a new roof,’ ‘I need a flat roof,’ ‘I’m interested in solar’ or ‘I’m interested in siding,’ look at the entire structure.” 

By learning additional systems, contractors can serve homeowners beyond an initial roofing project. Joe encouraged companies to consider siding, solar and other exterior opportunities while building long-term customer relationships. 

Why does system integration matter? 

Diversification also creates a greater need for contractors to understand how different exterior systems connect. Thompson said transition points can become especially challenging when separate companies handle the roof and walls. He shared, “Transitions are a big pain point. If you're working on the wall and someone else takes over the roofing portion of the construction, that's two different people.” 

Education helps contractors understand how roofing, siding and waterproofing components connect. Joe said CertainTeed tests its components for compatibility, giving installers guidance for managing critical transition points. 

For contractors, diversification requires more than adding products to a sales presentation. It requires the knowledge to install complete systems correctly and confidently. 

Listen to the entire podcast or Watch the conversation to learn more about contractor training and business diversification!