Why more homeowners and contractors are turning to metal roofing

By Jenny Yu. 

As homeowner interest in metal roofing continues to grow, contractors can leverage new tools and resources to establish themselves in the metal space. 

As demand for metal roofing continues to rise, contractors are finding new opportunities to expand their offerings, increase margins and deliver long-term value to homeowners. During a recent episode MetalTalk™, Junny Lee of Sherwin-Williams discussed how metal roofing is evolving and how contractors can position themselves to take advantage of the trend through the company's MetalVue program. 

Junny, who joined the Sherwin-Williams marketing team after spending years in supply chain and operations roles, said metal roofing’s appeal comes down to performance, energy efficiency, aesthetics and value. “Metal continues to grow and drives interest from a lot of folks, especially homeowners and consumers,” Junny said. “Metal is a very durable product, and within durability, you still have several options based on the gauge and thickness of the steel.” 

Durability is an appealing selling point for many home and building owners, especially in areas where a sturdy roof is an essential line of defense against intense weather conditions. “In areas prone to extreme weather, especially hurricanes, a lot of failures of a home start with the roof,” Junny explained, noting that roof failures often lead to significant property damage when water penetrates the building envelope. “So, durable roofing material is extremely important.”  

Another factor driving the growth of metal in the market is energy efficiency. “A lot of our coatings can be measured through their solar reflectance and thermal emittance, which ultimately gives you the solar reflectance index,” Junny shared, adding that with energy efficiency comes increased savings. “On an annual basis, our coating will help you save money on energy bills, especially during the warm season. It all comes down to value: what is your roof doing for you?” 

At the same time, aesthetics has transformed metal roofing from a niche product into a mainstream design choice. With expanded color selections and textured finishes available through Sherwin-Williams coating systems, homeowners have more options than ever to create distinctive looks that complement their homes. “It’s a differentiator,” Junny said of the many options Sherwin-Williams provides. “It comes down to giving homeowners more options, and what better company to do that than one that knows color like Sherwin-Williams?” 

For contractors, Junny said metal roofing can open doors to higher-margin projects and hybrid business models. “It’s the opportunity for some to say, ‘you know what, I want to do less projects on an annual basis. Projects that provide wider margins,’” he said. 

Through MetalVue, Sherwin-Williams connects contractors with installation, sales and business development resources to help them successfully add metal roofing to their portfolios. 

Listen to the podcast or Watch the full webinar to learn more about MetalVue, metal roofing trends and strategies for maximizing profitability.