Sherwin-Williams RLW: Making More with Metal

By Lauren White, RCS Reporter.

Hear from a former Navy SEAL about the growth of metal roofing, why people are choosing metal, and training opportunities.

Roofers shared they want to consume content the way they want and when they want, whether that’s reading the transcript before bed, listening to the podcast in their car on the way to work, or watching the webinar while drinking their morning coffee.  RCS responded with Read Listen Watch (RLW) so roofers can consume information in the medium most convenient for them.  Topics range from helping homeowners through insurance claims, how to use excel, scholarship programs available, and most recently, making more with metal in 2020.

The Sales and Marketing Manager for Sherwin-Williams, Mark MacDonald, shared his knowledge with Heidi Ellsworth, RoofersCoffeeShop® partner, concerning metal roofing, incorporating metal roofing into your business, and how to make more with metal.  

Mark didn’t always work with Sherwin-Williams.  After serving as a Navy SEAL for 13 years, he became part of Collins Aerospace, which used to be known as Rockwell Collins.  While there, he “spent quite a bit of time in advanced research and development with communication and information systems,” Mark explains.  He became involved in project management, which he realized was something he enjoys.  “It was a great opportunity for me and really, I would say, changed my career path quite a bit in a good way,” Mark shares.  In early 2012, Mark joined Sherwin-Williams, which used to be Valspar.  For nearly eight years Mark’s work has focused on marketing and innovation and finding ways to bring other innovative and quality products to customers.

Sherwin-Williams participates in multiple industry organizations including the Metal Roofing Alliance (MRA) and the National Roofing Contractors Association (NRCA).  Through these organizations they have a better understanding of their customer’s needs, in addition to access to datasets, surveys, and market studies.  All the data indicates growth in metal roofing, especially in residential roofing.  

Some of the reasons for this growth include the aesthetic value, durability, compatibility with solar panels, and sustainability.  Homeowners can customize their metal roofs since metal comes in different shapes, sizes, and colors.  Metal is also able to stand up to most natural disasters that have been devastating the country, including fires and hurricanes.  Additionally, there are major initiatives with solar, and “the best pairing for a solar roof is a pre-painted metal roof,” according to Mark.  “...When you look at the life cycle of a roof, do you really want to put a 25-year set of solar on an asphalt roof that’s got 10 years into it, the answer is no…”

Metal roofs can have a lifespan of 40-60 years, making them a sustainable alternative to other materials that might need to be replaced every 15 years.  Both commercial and residential buildings see energy savings due to the reflectivity of metal roofs, reducing the costs to heat or cool buildings.  Younger generations are starting to buy houses and are searching for and spending money on products that are sustainable.  Having metal roofing in a contractor’s repertoire is important when they’re talking to different generations of homeowners.

Sherwin-Williams is known for their long-lasting products.  Pre-painted metal has been around for 50 years.  Mark explains, “...we had the first, what was commonly referred to as Kynar, which is actually a base resin...It’s part of what we would call a PVDF [Polyvinylidene Fluoride] system.  Our PVDF is called Fluropon, and Fluropon was the first PVDF product in the market space.”  The first test panels of the product still have paint on them in Fort Myers, Florida, even after all these years.  

There are a number of opportunities available to help get more contractors trained in metal roofing.  NRCA is dedicated to making training accessible to contractors through their own programs and through partnerships with other associations.  ”In order to support the growth in the market, we need more contractors who are trained in the installation of roofing,” Mark shares.  “The NRCA ProCertification™ program is standardizing what it means to be a qualified installer and offering a certification that can be given to a roof contractor, so that the homeowner knows that they’re getting quality labor associated with their roof.”  

Additionally, NRCA is collaborating with SkillsUSA, a partnership of students, teachers, and industry professionals, promoting career and technical education, exposing younger students to roofing earlier on.  NRCA is also working with the Metal Construction Alliance to “...make sure that we’re on the same page with the certification and timing, so that we can get our metal roofing crews trained and certified down the road,” Mark explains.

Roofers who are trained in metal roofing through the programs offered by associations or larger manufacturers will make more money per square-foot of roof they install.  Metal is a high quality product that may cost more, but it yields a higher margin of profit.  And Sherwin-Williams pre-painted metal only adds to the allure.  Their quality coatings make them an industry leader.  Customizable, sustainable, and durable, it’s no wonder why the demand for metal roofs is on the rise.

To Read, Listen or Watch more from Mark about how to make more money with metal, visit RoofersCoffeeShop RLW.