Por Alberto Torres. 

En la industria del roofing, el representante del fabricante suele verse como alguien enfocado en ventas. Pero en la práctica, su rol va mucho más allá.  

En este episodio de La Voz de los Ruferos, conversé con Luis Ramos de MuleHide, quien explicó cómo los contratistas pueden maximizar su relación con el representante del fabricante. Esta relación puede marcar la diferencia en el día a día, ya que, se convierte en un aliado clave para tomar mejores decisiones, evitar errores y hacer crecer su negocio. 

Luis compartió cómo es un día regular en el campo. Gran parte de su trabajo sucede directamente en los techos, no detrás de un escritorio. Para él su presencia en el campo es fundamenta, ya que representa un apoyo real. “Paso como 60% de mi tiempo en los techos… ahí es donde realmente podemos ayudar con los materiales, cómo funcionan y los detalles,” comentó. Para Luis no se trata de solo vender productos; estar presente es una oportunidad para ayudar al contratista a entender y aplicar los sistemas correctamente.  

Una de las frases que Luis usó durante esta plática fue: “No tienes que saberlo todo.” Explicó que, La industria es cada vez más compleja y pretender saberlo todo no es realista. “La persona que dice que lo sabe todo, debemos correr de esa persona; hay tantas opciones que sería imposible conocer todos los sistemas,” señaló Luis. Por eso, el verdadero error no es no saber, sino no comunicarse. “El único error es no hablar con ese representante; estamos como socios trabajando por lo mismo,” dijo Luis. 

La base de esta relación es clara: comunicación constante. “Para mí, la comunicación es lo más importante, si tú estás trabajando, yo estoy trabajando,” explicó. Estar disponible para los contratistas puede prevenir problemas costosos en el proyecto. “Prefiero que me llamen un domingo para preguntar cómo hacer un detalle, a que lo hagan mal y tengan que cambiarlo el lunes.”  

El aprendizaje continuo también juega un papel clave. “Training, training, training es una de las mejores maneras de entender los productos y el mercado,” afirmó. Las capacitaciones y una buena relación con el representante pueden abrir muchas puertas para los contratistas. “Cuando un cliente nos pide un contratista certificado… eso es un lead,” explicó Luis. MuleHide ofrece diversas oportunidades de capacitación a través de su programa RISE (Roofing Installation and Systems Education) que los contratistas pueden aprovechar para fortalecer su conocimiento de los diferentes sistemas.  

Al final, se trata de ver al representante como una extensión del equipo, ya que es una relación que impulsa el crecimiento. “No estamos aquí solo para vender, estamos aquí para servir,” concluyó Luis. Esa mentalidad es la que transforma una simple interacción en una alianza que impulsa resultados reales en cada proyecto. 

Escucha o mira el video de este episodio para conocer más sobre la experiencia y los consejos para contratistas.

By Emma Peterson. 

NFRC’s James Talman on momentum, parliament and what comes next for U.K. contract and payment law. 

Recently, James Talman of National Federation of Roofing Contractors (NFRC) stopped by RoofersCoffeeShop.uk for an episode of Roofing Road Trips® all about the recent change in how the government manages retentions in construction contracts and payments laws. At the time of recording, NFRC had just released their press statement on the news, but the changes had not been finalized. When we spoke with him, James shared what needed to be done to get over the finish line and get those reforms finalized.  

How did we get this far?  

The process alone of getting to the announcement of the U.K. government’s intent to ban retention clauses and reform payment law is a significant feat. This is something that advocates like NFRC, the U.K. Department of Business and Trade, and the Construction Leadership Council have been working at for nearly a decade. James shared a bit about this major collaboration:  

The collaborative work between civil servants and our industry has been key to this. The work really was kicked off during COVID, and it wasn’t easy. There were people in that room who wouldn't be happy with exactly where we’ve ended up, but they still show up to work for the betterment of the industry and the economy on a whole. Because while this is huge for construction, it’s not only effecting construction... One day it might be a roofer, the next day it could be somebody doing fit-outs or an electrician, a plumber, et cetera.  

Where we are as of recording 

As of the recording of this episode (the beginning of April 2026), these reforms have not been finalised. However, the U.K. government has announced what they intend to change. James explained in a NFRC press release, “For too long, specialist contractors have been forced to operate under a system that allowed larger firms to withhold their money, delay payment, and use their cash as free working capital. [With this announcement], the Government has shown that it has listened, and we could not be more pleased.” 

What’s next for contractors and professionals 

So, what must happen to make everything official? The first step is parliament. James explained:  

The government is going to put this before parliament to be voted upon. We’re now in the last lap, and it’s the most important part. What we have to do is make sure that the momentum continues, that there’s support across parliament for this bill to go through.” That support can be fostered by contractors and other professionals in the industry through things like lobbying. And then when that happens, we can celebrate and educate as they say. 

Check out the entire podcast to learn more about these contract and payment law changes.

By Emma Peterson. 

Two days of learning, networking and industry recognition. 

At the beginning of May, the Air Barrier Association of America (ABAA) brought building enclosures professionals from across the industry together for their annual conference. Held in Minneapolis, Minnesota this year, the conference featured a full schedule of networking opportunities and education sessions! 

Networking 

On the networking side of things, the conference featured an extensive expo floor with leading companies like Rainscreen Association in North America (RAiNA), Sika, Georgia-Pacific, DuPont Tedlar, VaproShield, Polyglass and SOPREMA in attendance.  

There were also notable events to attend, like the Board Meet & Greet, a keynote session from Brian Callaghan and Mary Kilnay and the much-anticipated ABAA awards ceremony!  

The award ceremony saw a variety of celebrations and recognitions, including the distribution of the Years of Service Award (which recognizes ABAA members who have completed 12 consecutive years of service as directors) to Peter Barrett, Andre Desjarlais, Brian Stroik and Craig Wetmore. Further, Matthew Giambrone was given the Leadership Award and Uri Portillo received the Staff Recognition Award.  

As for the Peter Spafford Award, it went to Spray Foam Technologies of Kentucky for getting the “minimum number of audits (10 per year for 2 years, totaling 20) with a minimum percentage (95%) of audits without any demerits.” And last but not least, the Air Barrier QAP Award was presented to 13 different organizations who each showcased exceptional air barrier installation.  

Education 

On the education side of the event, attendees were given the opportunity to accumulate one AIA continuing education credit per hour of conference education sessions attended! These education sessions were divided into two tracks to help professionals get the most out of their time at the conference. 

The first track focused on foundational education. For example, one such course was led by Robert Dazel from Tremco, “Building Enclosure Architectural Details - Conveying Construction Drawing Clarity.” This course walked through the anatomy of the building envelope and helped attendees understand how to design airtight, watertight and energy efficient buildings. 

As for the second track, featuring more intermediate and advanced presentations, attendees could participate in courses such as Donald B. Snell (Building Forensics Group)’s seminar. Titled “Catastrophic Failures and the Net Effect of Design and Construction Errors on Moisture Management,” this session explored how “seemingly minor design and construction flaws can compound into major building and HVAC system failures, often with costly consequences.” 

Didn’t get a chance to attend or want to refresh your memory of the show? ABAA has downloadable files sharing the highlights from each of the presentations!

By Dani Sheehan. 

From roof decks to wall insulation and everything in between, spray foam is changing the way complex systems are designed and installed. 

Spray polyurethane foam (SPF) has long been a staple in roofing systems, but its role in construction is expanding far beyond the rooftop. From insulation and waterproofing to structural shaping and even infrastructure repair, contractors are increasingly finding that foam is one of the most adaptable technologies on today’s jobsites. 

As Will Lorenz, president of General Coatings explained in a live interview at World of Concrete 2026, there’s a visible shift happening across the built environment. “Durable materials like granite and stone have been around for centuries, but they’re heavy and difficult. Using an efficient material that you can spray up, carve and then put a coating system over the top of — it’s fast, lightweight and cost effective,” he highlighted. 

A material that adapts to the job 

In traditional construction, materials often dictate the process. Boards require fastening systems. Concrete requires formwork and heavy equipment. Stone requires cutting, hauling and labor-intensive installation. Because it is applied as a liquid that expands and adheres in place, spray foam can conform to irregular surfaces, bond directly to substrates and eliminate multiple layers of assembly. As Will noted, “It bonds to irregular surfaces, self-flashes around penetrations, seals everything up — you don’t have to apply a boot and weld and all this stuff.” 

Once installed, coatings complete the system by adding UV protection, reflectivity and durability. Together, SPF and coatings create a buildable surface that can be shaped, protected and adapted to a wide range of applications. 

What’s accelerating adoption even further is productivity. Will explained the labor advantage clearly: “It’s a low-labor type of product… you’re spraying 10,000 to 20,000 square feet a day with a small crew.” 

Compared to multi-layer assemblies that require mechanical fastening, adhesives or multiple trades, SPF systems can often be installed with a small, coordinated crew and significantly fewer steps. This allows contractors to take on projects that would otherwise be too labor-intensive, cost-prohibitive or logistically complex. 

Where spray foam is showing up next 

Across the industry, spray foam is increasingly being used in: 

• Lightweight architectural features and themed structures 
• Waterproofing and insulation in complex geometries 
• Concrete lifting and slab leveling applications 
• Wall insulation systems replacing traditional fiber-based products 
• Energy retrofits in large commercial facilities 

Will believes this evolution is part of a broader shift in how the industry thinks about building materials. “You’ll find that waterfalls and features in places like Las Vegas likely have a steel structure with foam over it and a coating topping it because it’s fast, lightweight and cost effective,” he noted. The versatility of spray foam gives it an advantage over other materials. Depending on how it is designed and finished, it can serve as a structural, insulating, shaping or protective component within the building envelope. 

What this means for contractors 

Spray foam offers contractors a way to: 

• Expand into new types of commercial work 
• Reduce labor intensity on complex projects 
• Improve installation speed and jobsite efficiency 
• Compete in both roofing and specialty applications 

As Will emphasized, the opportunity is already here: “Get involved, come to industry events, learn the material… there are a lot of great resources out there to understand how to use it.” 

By gFour Marketing. 

Contractors can generate consistent growth by building systems that turn previous customers into repeat business and referrals. 

Contractors in the home improvement industry are sitting on a powerful but often underused asset: their existing customer base. Here at gFour Marketing, we know consistent, relationship-driven follow-up generates measurable revenue without increasing lead acquisition costs. Yet, too many businesses remain focused on chasing new leads while overlooking the opportunities already within their reach. 

The gap is not due to a lack of quality work. According to insights we gathered from a survey of 100 home improvement contractors, 73 out of the 100 said they are not generating enough repeat or referral business. The challenge comes down to capacity and bandwidth. Between managing active projects, teams and day-to-day operations, maintaining consistent communication with past customers often falls to the bottom of the list. 

Keeping up with customer relationships is a simple concept that is hard to execute consistently. Between managing the referrals & rewards program, reviews and nurture campaigns for long-term communication, it’s a full-time job on its own. 

Here’s what we know: 

• Contractors want to follow up.  
• They want to show their customers appreciation. 
• They want to ask for referrals and reviews. 

They just don’t have the resources to do it in-house! 

That’s where gFour comes in. 

Let’s talk about four proven and data-backed strategies for generating revenue from existing leads so you can get more value from your marketing efforts and learn how gFour can help you implement these strategies with our done-for-you approaches: 

1 - Customer appreciation 

2 - Referral marketing  

3 - Past customer campaigns 

4 - Rehashing unsold leads 

1 - How to generate five-star reviews & build loyal customers: Customer appreciation campaigns 

Here’s a cool statistic: Customers who receive an appreciation gift are 50% likelier to leave a review. 

That’s the Law of Reciprocity in action — when you give your customers something, even something as simple as a thank you, they are more likely to give you something in return.  

It’s simple: customer appreciation is a powerful tool for turning customers into marketers for your business. 

You already know that customer appreciation is critical across every consumer-reliant industry, but especially in the home improvement industry, where homeowners are, at times, spending thousands of dollars on a single project, product or service. 

Say thank you and do it consistently!  

Show your customers you appreciate them — and watch more five-star reviews, more referrals and more money roll in. 

But don’t just take our word for it! We have the data to back it up! 

“When somebody is spending that kind of money, and you don’t do anything to show up and say, just say thank you to somebody, thank you, it’s… I think it’s just a terrible way to do business, especially today.” 

-Brian K., founder of gFour Marketing & owner of the Wealthy Contractor 

gFour members who leveraged our specialized, done-for-you customer appreciation saw a transformation in the volume and quality of customer reviews:  

• Before gFour, one contractor was converting just 3% of completed jobs into reviews— meaning 97 out of every 100 customers walk away without leaving a review. 

A consistent appreciation system drastically improved that: 

• Year 1: After just 1 year with gFour — the review conversion rate jumped to 28%  
• Year 3: By year 3, the review rate soared to 63%, meaning over half of customers were leaving a review. 

But it wasn’t just more reviews, it was better reviews 

• Before gFour, 82% of this contractor’s reviews were 5-stars.  
• After Year 1, that number climbed to 92% — a 10x increase in 5-star reviews  
• By Year 3, 93% of reviews were getting 5 stars, and 59% of all jobs had received a 5-star review 

Customer appreciation is not just the right thing to do; it is a powerful growth engine that can help you build a smarter business model. Set up the right customer appreciation system and help your business across the board: 

• Keep your business top-of-mind after the job is done  
• Differentiate yourself from your competitor  
• Supercharge every future touchpoint — emails, referral asks, repeat business outreach 

Ready to put that system in place? Talk to a gFour expert about our Automated Referral Text Campaigns, and we’ll build with you. 

2 - How to consistently generate new leads: Setting up a referral rewards program system 

Most referral programs in the home improvement industry share two key flaws: they end too soon, and there isn’t an efficient system in place to pay out referrers. 

One-day referral programs that end too soon after the job is done miss the majority of referral potential because 82% of customers gave a referral 3+ months after their job was complete. 

Strategic and effective referral programs go on for months or even years.  The data shows 58% of customers gave a referral 12+ months after their job was complete. 

Give your customers the time to rave about you and refer you to their friends and family — these conversations can happen all the time, not just right after the job. 

Don’t forget the rewards system — a referral rewards program without a reliable way to pay out referrers is a broken promise that loses you future jobs.  

Because the data shows that 44% of customers will refer more than once.  

The contractors who win the super-referrers do four things consistently: 

1 - Make it easy to refer: One clear reward, one simple process — no hoops to jump through. 

2 - Introduce the program early: Introduce the referral program while the job experience is still fresh. 

3 - Pay fast every time: Speed and consistency turn a one-time referrer into a super-referrer. 

4 - Stay top-of-mind: Your customers aren’t thinking about your referral program — it’s not their job to keep reminding them. 

Want to set up a system to track and pay your referrals easily?  

Our team can walk you through what that looks like for your specific customer base — no generic playbook, just a strategy built around your business. 

3 - How to win repeat business: Past customer nurture campaigns 

Repeat customers aren’t a guarantee, even if you’ve done perfect work.   

Here’s the uncomfortable truth: if you’re not consistently nurturing relationships with your customers, they will forget about you.  

Part of building your business and the associated brand loyalty is staying top-of-mind for customers, even when you’re not asking them for anything — and especially when you’re providing them value  

At gFour, we handle long-term nurturing for our members. We set up long-term email, text and direct mail campaigns on your behalf. No hard sells. No constant promotions. Just consistent, value-driven communication that keeps you in the conversation. 

And don’t underestimate what’s already in your CRM. Those older contacts aren’t dead leads — they’re warm relationships waiting to be reactivated. At the start of working with gFour, we offer to go into your CRM and launch a database reactivation campaign that reconnects you with past customers, reminds them of the work you did and lets them know you’re still here when they need you. 

The result? A 2–10% conversion rate into sales over 12 months from the leads you already paid for.  

These aren’t just theoretical numbers. Here is what that looks like in practice. 

One roofing member ($6 million in revenue) had ~2,800 customers sitting dormant in their CRM. Our team enrolled the list in a digital reactivation campaign. Within three months, the campaign paid for itself: 

• 94 customers came back for a repeat service 
• 3.5% conversion rate from a list they already owned 

And when direct mail is added to the mix, the results get even stronger. Pairing direct mail with digital campaigns produces 28% higher conversion rates and 450% higher response rates than digital alone. 

That’s why gFour doesn’t stop at digital. We build the full picture so no past customer slips through the cracks. 

Meet with our sales team to discuss opportunities for combining digital nurture campaigns with direct mail options through gFour! 

4 - How to convert unsold leads into revenue: Lead rehash strategies 

Not all sales-qualified leads convert. But do not make the mistake of treating those unsold leads like dead ends and moving on. 

You already spent the marketing budget to generate them. Be smart and give your investment one more shot. Set a strategy in place to rehash those leads.  

Systematic. Simple. Sequential.  

That’s the simple recipe gFour follows in their rehash campaigns: proven playbooks for converting unsold leads into revenue for increased profitability. 

The result? Lead rehash converts approximately 7% of unsold leads into new jobs — without spending a dollar on new lead acquisition. 

Let’s talk real-world examples. One company generated $1 million in revenue in just 3.5 months by rehashing 898 of its unsold leads. 

Rehash campaigns work, and the math is hard to argue with! 

Every unsold lead you convert through a rehash campaign doesn’t just generate new revenue. It also improves the ROI on every dollar you already spent to generate that lead in the first place. The acquisition cost is already sunk. Rehash is how you make it work harder. 

That’s why the smartest contractors don’t ask “Should we rehash?” They ask, “How many leads are sitting in our CRM right now that we haven’t followed up on?” 

If you have unsold leads in your CRM — and every contractor does — there’s revenue in there waiting to be unlocked. 

Meet with a gFour expert who can explain how we leverage your CRM data to launch and manage rehash campaigns for lead conversion.  

How does this all benefit my bottom line?: ROI of relationship marketing for home improvement contractors 

Four strategies. One system. Here’s what it delivers. 

An analysis of gFour members shows a median ROI of 14x after 12+ months in the program — and the returns compound the longer contractors stay with it: 

This isn’t a quick-win campaign. It’s a long-term system built for consistent growth, and the data shows that the contractors who commit to it keep seeing stronger returns over time. 

Let’s go beyond the metrics. Here’s what else gFour clients get with our specialized programs:  

• Improved local brand reputation that makes you the obvious choice  
• Lasting, positive homeowner sentiment 
• Organic referrals that come without you having to ask 

If you’re not already leveraging all of these strategies, that’s a sign there’s revenue sitting on the table. Our team works alongside home improvement contractors to build relationship marketing programs that work with you and for you so you can stay focused on the job while gFour keeps your customers coming back. Let’s talk about what that could look like for your business. 

Original article and photos source: gFour Marketing

By Jenny Yu.  

IKO’s milestone celebration underscores decades of Proven Performance and a continued commitment to contractors. 

Celebrating a milestone moment at the industry’s largest event, IKO Industries marked its 75th anniversary at the 2026 International Roofing Expo (IRE), highlighting a legacy built on performance, innovation and long-standing customer trust. Founded in 1951, the family owned company has grown into a global manufacturer of residential and commercial roofing, insulation and waterproofing solutions, while maintaining a consistent focus on quality and craftsmanship. 

At IRE 2026, IKO used the occasion to reflect on its evolution from a regional manufacturer to a vertically integrated global supplier serving contractors, distributors and building professionals across North America and beyond. With more than seven decades of experience, the company emphasized its continued investment in manufacturing capabilities, product development and customer support to meet the changing needs of the roofing industry. 

“Seventy-five years in, IKO isn’t slowing down — we’re accelerating,” stated Jack Gottesman, marketing and brand director at IKO North America, in a company press release. “Opening three new manufacturing plants this year is part of a multi-year expansion as we continue investing in the future of our business and the roofing industry.” These facilities in Chester, South Carolina, Clay Hill, Florida and Brantford, Ontario, are designed to strengthen supply chains, improve regional access and support growing demand across residential and commercial markets. 

IKO also introduced several product and program innovations that reflect evolving industry priorities. Its new IKO Beyond™ platform brings together sustainability initiatives focused on environmental responsibility, partnerships and long-term business practices. At the same time, the company continues to invest in contractor success through its growing ROOFPRO® loyalty program, which offers training, education and business resources to help roofing professionals scale their operations. 

On the product side, IKO highlighted new shingle color offerings designed to meet both aesthetic and performance demands. Additions like Olde Style Weatherwood, Shoreline Grey and Harbor Black expand design options while maintaining durability and compliance with regional requirements, including California standards. 

As IKO looks ahead, the company is positioning itself for continued growth through innovation, sustainability initiatives and expanded product offerings. Its presence at IRE 2026 not only celebrated past achievements but also showcased a forward-looking vision focused on supporting the next generation of roofing professionals. 

Learn more about IKO’s 75-year legacy of Proven Performance by visiting their website and their directory on RoofersCoffeeShop.com. 

By Jesse Sanchez. 

Contractors and manufacturers emphasize networking, training and cautious optimism as the roofing season begins. 

At the Roofing Contractors Association of Washington (RCAW) regional trade show, held at the Muckleshoot Casino, industry professionals gathered to discuss market conditions, network and prepare for the year ahead. For many attendees, the event served as an opportunity to gauge sentiment across the roofing industry as work ramps up for the season. Among the exhibitors was FlashCo, a manufacturer specializing in roofing accessories and flashing products for single-ply and residential roofing systems. Russell Palmer, who represents Washington, Alaska and Hawaii for the company, said the regional event offered an important opportunity to connect directly with contractors and strengthen existing relationships throughout the market. 

“We are the one of the leading suppliers of roofing accessories and flashing for single ply and for residential roofing,” Russell noted. The show also marked a professional milestone for Russell, who has been in the roofing industry for just over two years. While he previously attended trade shows as a participant, this was his first experience exhibiting with a booth. He described the turnout and engagement from attendees as encouraging. “Show's been great,” Russell said. “We've had a lot of people come through.” 

According to Russell, favorable early-season weather has already helped many residential contractors begin work sooner than expected, while expectations on the commercial side remain relatively stable compared to last year. “I think a lot of people are quite positive for the year,” Russell said. “People are kind of cautiously optimistic on that side of business.” 

Beyond discussing products and market conditions, Russell said regional trade shows remain valuable because they create opportunities for ongoing education and industry collaboration. He encouraged contractors to continue seeking training and learning opportunities regardless of their level of experience. “Do as much training as possible,” Russell said. “There's always something to learn about.” 

Watch the full interview to learn more about how regional trade shows help roofing contractors strengthen industry relationships, discover new products and stay informed on market trends!

By Jesse Sanchez. 

The Ascent Series 2026 brings one-day growth events to Dallas, Atlanta and Tampa for contractors using JobNimbus. 

Contractors looking to sharpen their operations and build stronger growth strategies will have three opportunities this June to connect with JobNimbus experts, industry partners and peers at the Ascent Series 2026. These one-day-only events are designed for contractors already building their businesses on JobNimbus and looking for practical ways to improve performance. Each stop will focus on the full workflow from being found by customers to winning work and getting paid, with sessions built around strategies contractors can use right away. 

The Ascent Series 2026 will be held in Dallas on June 12, Atlanta on June 17 and Tampa on June 19. Each event runs from 10 a.m. to 5 p.m. local time, with registration and networking beginning at 9:30 a.m. Tickets are $69 per person and cover event sessions, lunch and swag. 

The agenda for each event includes “The Elite Workflow: From First Click to Final Payment,” a contractor panel on how top contractors win more jobs, a session on “Speed to Lead,” a look at what is new and next from JobNimbus and a roofer spotlight focused on scaling. The day will close with key takeaways followed by a happy hour sponsored by Owens Corning®. 

Speakers include Danny Kerr, co-founder of Breakthrough Academy; Heath Hicks, co-owner of The Catch-All; Rob Soper, business development lead at Eagleview; Nick Pagnani, director of professional services; Justin Visitacion, founder of Ember Roofing; Eddie Whalen, product manager for Marketing Hub; Mitch Woodward, enterprise accounts sales; Dave Banas of Owens Corning; and Justin O’Neil, founder of FairClaims Roofing. 

Attendees will also have a chance to win a Catch-All gutter protection system at each Ascent stop. The giveaway, valued at $5,000, will be awarded to one winner in each city during the event. 

Event sponsors include Owens Corning, ABC Supply, QXO and The Catch-All. 

Learn more about the Ascent Series 2026 and reserve your seat.

By Emma Peterson. 

Get industry insights, education opportunities and more this June in Rosemont, Illinois. 

The Metal Construction Association (MCA)’s annual summer meeting is returning to Rosemont, Illinois this June! Taking place June 23-24, 2026, this meeting is meant to help your team stay ahead with industry insights, practical education and high-value networking opportunities.  

This year, the keynote speaker will be Johnny Quinn, sharing a talk all about Unstoppable Momentum. There will also be a new dual-track education system that allows your team to “choose their own education adventure." One track focuses on the business and technical side of roofing with information about codes, standards and a report from the Metal Roofing Alliance.  

The other track is perfect for your marketing and sales specialists and features to sessions hosted by The Coffee Shops™ own Karen Edwards! In one, Karen will moderate a panel all about hiring and retaining talent featuring Amy Staska from National Roofing Contractors Association alongside Mandy McIntyre and Maureen Greeves from Tremco WTI. The other session, a panel titled “Modern Marketing That Moves Metal,” will see Karen discussing how marketing has shifted from relationship-driven to relationship plus digital visibility with Sean McFarland and Mark Carlisle. 

These sessions are great examples of the type of expert insights you will have access to by attending the 2026 MCA Summer Meeting. And you will also have the opportunity to go beyond just listening to these experts speak, as MCA has organized powerful networking opportunities that allow attendees to “build relationships across the metal construction supply chain in a relaxed setting.” An example of these networking opportunities is the Chicago Dogs vs. Cleburne Railroaders baseball game outing on Tuesday, June 23 (additional $25 fee at registration). 

Ready to boost your professional development and set your team up for success in the second half of the year? Get registered to attend the 2026 MCS Summer Meeting (and take advantage of discounts when multiple attendees register from the same company).

By Heidi J. Ellsworth.

The policies shaping the future of roofing. 

As I begin my service on the board of directors for the National Roofing Contractors Association (NRCA), one of the most valuable parts of the onboarding process has been gaining a deeper understanding of the association’s government affairs efforts. While many roofing professionals immediately think of technical education, workforce development or industry networking when they think of NRCA, the reality is that advocacy plays an equally important role in protecting and advancing the roofing industry.

During a recent onboarding session, NRCA Vice President of Government Affairs Duane Musser provided an update on the legislative and regulatory issues that continue to impact roofing contractors, manufacturers, distributors and construction professionals across the country. The presentation reinforced just how important it is for roofing professionals to understand the policies being debated in Washington, D.C. and how those decisions directly affect businesses, jobs and long-term industry growth.

One of the key takeaways from the presentation was that government policy is not an abstract issue. It directly affects profitability, workforce availability, tax planning, energy incentives and training opportunities. NRCA continues to advocate for tax policies that support roofing businesses, including maintaining the Section 199A deduction for pass-through businesses, preserving the 21% corporate tax rate, maintaining estate tax exemptions and restoring full deductions for research and development costs. The association also continues to support provisions that allow full expensing for nonresidential roof improvements under Section 179.

These tax policies matter because they influence investment decisions, business growth and succession planning for roofing companies of every size. For many contractors, these policies can determine whether they purchase new equipment, expand operations or invest in additional employees. Tax issues have also been a major focus of Roofing Day in Washington, D.C. for several years, demonstrating how important these policies are to the future success of roofing businesses.

At the same time, NRCA is closely monitoring changes to federal energy efficiency incentives. Several energy-related tax credits and deductions are being phased out over the next one to two years, including incentives tied to commercial building energy efficiency, residential energy-efficient construction and renewable energy investments. While future opportunities may emerge, the current landscape highlights the need for roofing professionals to stay informed as energy policy continues to evolve and impact project opportunities.

Workforce development remains another critical priority for the roofing industry. The update included discussions around the reauthorization of the Workforce Innovation and Opportunity Act (WIOA), which provides funding and support for workforce training programs across the country. NRCA supports reforms that would streamline administrative requirements, expand access to competency-based training and certification programs and increase employer representation on workforce development boards. These efforts align directly with the roofing industry's ongoing need to recruit, train and retain skilled workers.

The association is also continuing its advocacy efforts around Career and Technical Education (CTE) funding. Through support of Perkins Career and Technical Education grants and other workforce initiatives, NRCA is helping expand opportunities for students and future trades professionals to pursue careers in roofing and construction. The association has successfully advocated for increased funding over the years and continues working to expand career and technical education opportunities that help build the industry's future workforce.

As someone who has spent decades advocating for workforce development through industry media, associations and educational initiatives, it was encouraging to see how much focus NRCA continues to place on creating pathways into the roofing profession. Developing the next generation of roofing professionals remains one of the most important challenges and opportunities facing our industry.

Another important topic discussed during the onboarding session was immigration legislation and workforce availability. NRCA continues to support efforts that improve access to legal workforce programs, including maximizing the effectiveness of the H-2B seasonal visa program. The presentation also highlighted legislative proposals that could create additional workforce opportunities through expanded visa programs designed to address labor shortages in critical industries.

Regardless of individual political viewpoints, one fact remains clear: roofing companies across the country continue to face workforce shortages. Industry leaders need to understand the policy discussions surrounding workforce availability because these decisions directly impact the ability of contractors to meet customer demand, complete projects and grow their businesses.

One of the reasons I have always valued industry associations is their ability to serve as the collective voice of the industry. Individual roofing companies often do not have the time or resources to monitor every legislative proposal, regulatory change or policy debate occurring at the federal level. NRCA's government affairs team provides tremendous value by staying engaged in these discussions and ensuring the roofing industry's perspective is represented.

The issues discussed during this onboarding session are not future concerns. They are current issues affecting contractors today. Tax policy influences business investments, workforce legislation impacts hiring, career and technical education affect the future labor pipeline and energy policies shape product demand and project opportunities. Understanding these issues helps roofing professionals make better business decisions while ensuring our industry continues to have a strong voice in the policymaking process.

As I begin my service on the NRCA Board of Directors, I am even more convinced that advocacy is one of the most important services our industry association provides. The work happening behind the scenes in Washington, D.C. may not always make headlines, but it has a profound impact on the future of roofing. I am particularly honored to be serving on the PAC Advisory Committee, which helps raise funds to support ROOFPAC, NRCA’s political action committee, which helps ensure that bipartisan lawmakers understand the issues affecting roofing contractors, manufacturers, distributors and workers across the country. Supporting advocacy through NRCA and ROOFPAC helps strengthen our industry's voice and protect the future of roofing for generations to come.

For roofing professionals who want to make a difference, there has never been a better time to get involved. I encourage contractors and industry leaders to become members of NRCA and learn more about supporting ROOFPAC. Together, we can help ensure the roofing industry remains represented on critical issues including workforce development, tax policy, career and technical education, energy incentives and regulatory reform. To learn more, visit NRCA's ROOFPAC program and consider becoming an active participant in shaping the future of our industry.