Mike Silvers, CPRC, Owner, Silvers Systems Inc. and FRSA Technical Director - December 2025
Over the last several months, I have spoken with several roofing contractors in different parts of the state who shared their concerns about a dwindling residential reroof market. They state that this work has not only been nearly non-existent for months but that, in general, there is little of this type of roofing work going on. Many of these are very well established companies with a history of performing projects at a high volume consistently for decades. They wonder what is causing this new disturbing phenomenon. They are familiar with the cycles that have always been part of being in the roofing business but this seems different. Usually, these types of downturns happen during recessions but according to economist we aren’t currently in one. Although financial apprehension is probably part of the issue, this feels deeper than just national economy concerns. Could it be more localized and, if so, why might it be happening? How can Florida be the hottest residential reroof market one day and the opposite a short time later? Is part of the answer captured in the last sentence?
I wrote an article titled “Are 'Free' Roofs Sustainable?” in March 2020. It discussed what I called the "free roof syndrome." The following is an excerpt.
So, what about the roofing industry, how isn’t this a win for us? Many roofing contractors take great pride in how long their roofs last. For that matter, so do many manufacturers. When someone sees a roof being replaced prematurely in their neighborhood, it not only reflects poorly on the contractor but also on that type of roofing product. Most won’t know why it’s being replaced; they only see a newer roof that didn’t perform well. This causes people to reach false conclusions and that reflects poorly on the entire industry.
Also consider that when a competitor (using the word lightly) convinces the majority of people in a neighborhood that they can get them a free roof, it interrupts the normal replacement cycle that provides work for contractors who would replace them over the years, when they actually need replacement. Many of these folks are much better at selling, than roofing.
At that time, I failed to fully grasp how broad the impact of "free roofs" could be. Insurers were running scared of lawsuits brought by attorneys working with some roofers and independent adjusters that were being awarded large settlements on questionable merits. The insurers were paying for roofs at a pace that had never happened before. For many roofers at the time, it seemed like a great opportunity to sell more work. Some manufacturers jumped on the bandwagon introducing contractors to attorneys who were actively pursuing insurers and started training contractors on how to take advantage of all this work. Word got out that the cash was flowing in Florida.
Companies came from all over the country to literally cash in and many companies were started just to respond. They would canvas neighborhoods with a gang of quickly trained salespeople who knew little about roofing but were armed with an offer of a free roof that was hard to turn down. They would go door to door using the well-worn approach that your neighbor took advantage of this opportunity, are you going to miss out? Some of these companies were selling (not necessarily doing) millions of dollars of work per week. It could be characterized as a gold rush but, as get-rich quick schemes usually do, what is left behind is usually badly depleted.
As if this wasn’t enough, on top of the free roof syndrome many areas of the state were battered by hurricanes that opened the roofing market to many with less than a long-term interest in providing their customers and communities with consistent, quality roofing services. The influx of those attempting to respond to the increased demand opened the door
for many businesses that, prior to the storms and the emergency orders that followed, were not permitted to perform reroofing because they didn’t have a Florida roofing contractor’s license. Many owners replaced roofs voluntarily and sometimes prematurely due to concerns about future storms.
On top of this, those same insurers that screamed for relief from “one way attorney fees” and got it in a big way by favorable legislation, made another big change. It seems that in their reviews of the previous massive roof purchases, they gleaned some new data indicating that older roofs were partially to blame. That data didn’t seem to reveal that one reason that older roofs were being replaced so often was the insurers’ previous policy of not repairing older roofs but, instead paying out for new ones; not necessarily because they weren’t viable but to avoid lawsuits and large settlements. Once they got relief from the state for the unequal claims’ settlements, they suddenly started demanding that the insured homeowner should replace any roof that was 10 to 12 years old to help reduce future claim exposure. Even when legitimate claims were filed, it was now easier to justify denying them. So, now that they have been relieved of a fear of lawsuits from their insured, why not insist homeowners spend their money by prematurely replacing viable roof coverings to possibly save the insurers money from claims in the future. If homeowner’s baulked, they were threatened with cancellation or non-renewal. In summary:
■ the free roof syndrome driving replacement of thousands of roofs
■ hurricanes causing roof replacements both from damage and perceived damage
■ insurers insisting on premature roof replacement paid for by owners
■ homeowners’ financial apprehension.
When one considers these factors, it is no wonder that the residential reroof market is off.
With all this in mind, one could wonder what the future of Florida’s reroof market holds. Roof replacements have always been cyclical. Roofs will continue to need replacement and just as it has slowed down, it will open up again creating new opportunities down the line as these systems age and require replacement. One indication that this will eventually happen
can be found in the number of companies being formed or consolidated by larger companies supported by venture capital, private equity firms, hedge funds and similar entities. These folks don’t typically invest in markets that are going to shrink over the long haul.
These slow cycles can wreak havoc for individual companies and the industry overall. Slow downs from recessions, pandemics and unusual market forces push good contractors and other roofing professionals to leave our industry. In a profession already short on experience, losing this talent takes a toll. As an industry, we need to work hard to keep these folks involved.
What can a contractor do to help offset the currently declining reroof sales? The following are a few possibilities to add to sales:
■ Expand your service department. Consider offering annual service contracts that provide owners with peace of mind that also generate current sales and future opportunities for contractors.
■ Expand your commercial reroofing involvement.
■ Possibly pursue or expand your company’s new construction options.
■ Expand your offerings by adding options like gutters, soffits, skylights, etc.
■ Take advantage of new opportunities to enhance roof-to-wall connections.
■ Consider different ways of advertising or marketing than you have previously used.
During my tenure with FRSA, I talk to contractors every day; both seasoned and those relatively new to running a contracting business. For the most part, I have great faith in those that I talk with and their ability to adapt and thrive. Keep your chin up and know how important the service you provide is. This lull too shall pass.
Mike Silvers, CPRC is Owner of Silvers Systems Inc. and is consulting with FRSA as Director of Technical Services. Mike is an FRSA Past President, Life Member and Campanella Award recipient and brings over 50 years of industry knowledge and experience to FRSA’s team.