Chance Shalosky, Metal Roofing Product Manager for Stone and Roofing, ProVia
The residential metal roofing market has grown tremendously in recent years as homeowners look to build or remodel with stronger, longer-lasting materials. The Freedonia Group’s U.S. Roofing Report predicts the metal roofing market share will continue to rise due to metal’s long lifespan, energy savings and weather, wind and impact resistance.
However, roofing professionals who’d like to include metal in their product offering may face resistance. The cost of a metal roof system can seem prohibitive to homeowners and persistent “metal roofing myths” are so prevalent that some customers dismiss the idea immediately. Roofing contractors can educate their customers and alleviate homeowner hesitation by addressing these issues head on.
Since cost is typically the biggest hurdle, let’s get right to it – metal roofing is more expensive than asphalt; that’s just a fact. In selling a metal roof you must be able to demonstrate its life cycle from the front-end cost to return on investment. An asphalt shingle roof is the less-expensive option upfront, saving thousands of dollars initially but its lifespan may be only 15-20 years. The homeowner who replaces it with another asphalt roof pays that initial cost again, plus additional costs for inflation in material and labor. In that same amount of time, a metal roof has been Selling the Benefits of Metal Roofing bought and paid for, is still going strong and looking good and may last many more years. Some homeowners wouldn’t hesitate to spend tens of thousands of dollars and go into debt on a new pickup truck, which depreciates as soon as it’s driven off the lot. A durable metal roof that protects a home for decades offers a much better return on investment and boosts resale value.
Metal roofing myths abound and contractors have heard them all. “Metal roofing is noisy when it rains. Metal roofs get really hot and heat up your whole house. Doesn’t metal attract lightning? Everyone knows metal rusts.” The disinformation persists and obscures the truth, so roofing pros should be prepared to dispel the rumors that tarnish metal roofing’s reputation. Here are a few of the most stubborn myths and the facts to refute them:
■ Metal roofing will rust. Metal roofing panels are treated with architectural coatings that prevent moisture from reaching the steel. Layers of primer, epoxy, zinc, base paint and decorative paint and protective finish coat each panel to shield it from oxidation and prevent rust from forming.
■ Metal roofing gets hot. Metal roof manufacturers can include a cool roof (CRRC) compliant paint system designed to reflect the ultraviolet rays that other roofing materials absorb. In addition to the UV protection, a metal roof releases solar heat more quickly than asphalt roofs, which absorb heat with their petroleum and granular composition. Cool roofs reduce the heat load and may provide up to 30 percent energy savings for the homeowner.
■ Metal roofing is noisy, attracts lightning and gets dinged by hail. A severe thunderstorm can assail a home with heavy rain, hail and lightning and many consumers have misguided notions about how metal roofing performs under these conditions. For one, metal roofs do not attract lightning. While metal can be a conductor of lightning, it does not attract it; metal works to disperse energy safely rather than allowing it to penetrate or ignite. Plus, it’s noncombustible, so if lightning does hit, a metal roof will not catch fire.
Regarding damage from hail, metal roofs manufactured with the appropriate steel gauge provide impact resistance that can minimize denting and the durable finish fortifies and protects the surface. A metal roof with a Class 4 impact rating can withstand hail up to two inches in diameter.
As for metal amplifying the sound of rain, that myth has some basis in fact. The noise generated by a heavy downpour on a metal barn roof can be downright deafening due to the lack of structural and insulating materials underneath. In residential buildings, roofing is a complete system that includes the roof deck, underlayment materials and insulation, all of which absorb sound, making a thunderous torrent sound more like a gentle shower.
Since we’re discussing the weather, the best argument for metal roofing systems is their ability to endure severe storms. Florida builders and contractors want materials that offer increased resiliency and structural integrity and homeowners want assurance that their roof will ride out the storm, protecting their families and possessions.
Hurricanes are classified into five categories according to sustained wind speed, with Category 5 having sustained winds of 157-plus mph. Sunshine State residents need a roof that will provide shelter and shade on sunny days and certified protection when fierce storms and whipping winds inevitably roll in. Metal roofing is engineered, manufactured and installed for serious weather resistance. The installation systems provide secure panel placement and field anchoring, protecting against powerful wind uplift speeds.
The metal shake and slate panels use a four-point locking installation system that includes a top lock with built-in screw flange, under and over locks on the sides and a ribbed bottom that increases the rigidity and strength of the panel. Recessed water stops, water damming features and shedding channels funnel water away, so heavy rain cannot penetrate. These roofing systems are certified to withstand 180 mph windspeeds in the High Velocity Hurricane Zone (HVHZ); the barrel tile roofing system uses a two-way locking system that is HVHZ-certified and Miami-Dade County-approved when installed with additional fasteners.
Metal also has a big advantage over asphalt shingles when a home is threatened by fire. Metal’s capacity to protect a structure from wildfires – as was the case in the March 2022 fires in the Big Bend region where homes with metal roofing were less likely to ignite – provides extra time for firefighters to respond.
If your customer is still ambivalent about investing in a metal roof, durability and longevity are two more advantages to discuss. Metal roofing warranties can extend up to 50 years, while asphalt and other materials can deteriorate, crack and become discolored in just a few decades. A durable galvanized metal roof can withstand season after season of searing sun, heavy rain and high winds and still retain its good looks. That longevity translates into sustainability. Metal roofing is often manufactured using recycled steel and the panels can be reused again instead of ending up in a landfill. Metal has an enduring life cycle and that’s important to environmentally conscious customers.
Metal roofing provides long-term value by saving homeowners money. According to the Metal Roofing Alliance, metal is highly energy-efficient and can save a homeowner between 10 to 40 percent in energy costs. The reflective and emissive coating on the many panels keeps them cool and reduces energy consumption, so the homeowner isn’t paying higher cooling bills. In addition, many insurance providers offer reduced premiums as an incentive to invest in metal roofing, since it can offer greater protection against wind uplift and hail damage.
One last benefit that metal roofing offers is beauty. Homeowners don’t often realize that their roof makes up about 60 percent of the exterior appearance of their home: a substantial portion of the curb appeal. Asphalt shingles can lose their good looks quickly; their granular and porous surface can retain moisture, allowing mold, algae and black streaks to form. Extreme temperatures may cause asphalt to crack and high winds can leave shingles littering the yard. Metal roofing inherently protects against these issues – its galvanized surface repels moisture to prevent mold growth and reflects the heat that causes other materials to warp or crack. It’s available in a variety of handsome colors and styles and pairs well with any architectural style.
Replacing a roof is an important investment for a homeowner. Listen to your customer, understand their pain points, discuss their apprehensions and clearly demonstrate how a metal roofing system can be a long-lasting solution.
Chance Shalosky, Metal Roofing Product Manager for Stone and Roofing, has been associated with ProVia for nine years, where he started as a Stone Sales Account Manager and transitioned to his current role. Chance is passionate about the building products industry and values of the relationships he’s built with colleagues and clients alike.