Roof Contractor Blog | Choice Roof Contractor Group

RoofIT: The Roofing CRM of the Future

For many roofing contractors, managing projects efficiently often means juggling multiple software platforms. One tool for customer management, another for scheduling, and still another for ordering materials. Over time, this patchwork of systems can become expensive, inefficient, and difficult to maintain.

RoofIT is a roofing-focused customer relationship management (CRM) platform designed to solve this problem. Built specifically for roofing contractors, it consolidates essential business operations into one streamlined system. From lead management to job completion, RoofIT helps simplify workflows, reduce administrative work, and allow roofing companies to operate more efficiently.

RoofIT CRM Review

Many generic CRM platforms try to serve dozens of industries at once. While they may function adequately, they often lack the specialized tools roofing contractors need.

RoofIT was created by professionals with roofing experience who understood the frustrations contractors face when managing projects across several disconnected systems. Instead of paying for multiple software subscriptions, contractors can manage many of their essential processes within one platform.

This all-in-one approach helps reduce both operational complexity and monthly software costs.

Custom Workflows That Fit Your Business

One of the biggest challenges with traditional CRM systems is rigid workflows. Many platforms force contractors to follow fixed job stages that may not match how their business actually operates.

RoofIT solves this by allowing contractors to fully customize their workflow stages. Companies can add, remove, or rename job stages to match their internal process.

For example, a roofing company might create stages for inspection, insurance approval, estimate sent, materials ordered, installation scheduled, and job completed. Other businesses may prefer a simpler process.

By allowing full customization, RoofIT adapts to the contractor instead of forcing the contractor to adapt to the software.

Seamless QuickBooks Integration

Accounting is one of the most important aspects of running a roofing business. Many contractors rely on QuickBooks to manage invoices, payments, and financial reporting.

RoofIT integrates directly with QuickBooks to eliminate manual data entry. Contractors can select a specific stage in their workflow where customer information is automatically pushed to QuickBooks.

For example, when a job is marked as sold, the customer’s data can automatically transfer to the accounting system. This removes the need to enter the same information twice and significantly reduces administrative work.

Powerful Estimating and Proposal Tools

Winning roofing jobs often comes down to presenting clear and professional estimates. RoofIT includes built-in estimating tools designed specifically for contractors.

Estimates can be organized into sections or groups, which helps customers clearly understand how pricing is structured. For example, a proposal could separate roofing, gutters, and siding into individual sections.

This level of transparency helps property owners understand where costs are allocated and can build greater trust during the sales process.

Contractors can also attach photos and documentation to proposals, making presentations more professional and informative.

Integration With CompanyCam and Field Documentation

Jobsite photos and documentation are an important part of roofing projects. Many contractors use tools such as CompanyCam to organize field photos.

RoofIT allows contractors to connect CompanyCam directly within the CRM by adding the project URL. Once linked, job photos become easily accessible within the customer record.

This keeps project documentation organized and ensures that important photos are always connected to the correct job.

Advanced Scheduling and Trade Management

Roofing companies frequently handle multiple types of work such as roofing, gutters, siding, and decking. Managing these services within a single project can become complicated.

RoofIT addresses this with a trade-based scheduling system. Contractors can assign multiple trades to one project and schedule installation dates for each service separately.

For example, a job might include decking repairs on one date, roofing installation on another, and gutters scheduled later. Each trade automatically appears on the company calendar, allowing managers to quickly see upcoming work.

This scheduling system improves visibility across projects and helps prevent scheduling conflicts.

Direct Integration with Roofing Suppliers

Material ordering is another task that often requires contractors to use separate systems or communicate directly with supplier representatives.

RoofIT integrates directly with major roofing suppliers such as SRS Distribution and ABC Supply. Contractors can order materials directly within the platform while viewing live pricing and product details.

Invoices and order records are automatically saved within the job file, creating a clear and organized project history.

This integration reduces ordering errors and saves valuable time for both contractors and their teams.

Reducing Software Overload

Many roofing companies rely on several different platforms for CRM, scheduling, estimating, documentation, and supplier ordering. While each tool may work well individually, switching between multiple systems can slow down operations.

RoofIT was designed to reduce this “software overload” by bringing many different tools together in one platform. By centralizing key processes, contractors can streamline their workflow and improve operational efficiency.

Modern CRM for Roofing Growth

Technology continues to play a larger role in how roofing businesses operate and scale. CRM platforms are quickly becoming essential tools for companies that want to grow while maintaining organization and efficiency.

RoofIT represents a new generation of roofing CRM software built specifically for contractors. With features that combine job management, estimating, scheduling, accounting integration, and supplier ordering, it helps simplify operations and reduce administrative burdens.

Contractors who want to improve efficiency, reduce software costs, and streamline project management should consider exploring RoofIT. Scheduling a live demo is the best way to see how the platform works and determine whether it fits your company’s workflow and growth goals. To connect with their team, visit: RoofIT’s Website.

Strategic Partnerships Matter More Than Ever

Economic uncertainty has become an increasingly familiar reality in the commercial roofing business, but recent market signals suggest contractors need to be more intentional than ever about how they operate. Shifts in demand, pricing pressure, and tightening margins are converging at the same time. In this environment, partnerships are no longer optional. They are a critical tool for stability, growth, and long-term profitability.

The Institute for Supply Management Manufacturing (ISM) Index shows a strong jump in manufacturing activity, with new orders strengthening while pricing pressure remains elevated. For commercial roofing contractors, this combination sends a clear message. Demand for their services is likely to significantly improve, but costs may remain relatively high. That imbalance creates risk for contractors who rely solely on aggressive bidding or last-minute decision making.

Economic Volatility Changes How Risk Should Be Managed

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When uncertainty increases, many contractors instinctively try to protect themselves by tightening internal controls or cutting costs. While discipline is important, isolation can be expensive. Commercial roofing projects depend on a complex network of suppliers, consultants, general contractors, and labor resources. If those relationships are not aligned, small disruptions can quickly turn into lost margin or delayed projects.

Rising material prices, fluctuating availability, and compressed schedules all increase risk exposure. Contractors who operate transactionally, treating every project and vendor interaction as a one-off, are often the first to feel the impact. Those with strong partnerships have more flexibility and better information, which allows them to respond faster when conditions change.

Manufacturer and Distributor Partnerships Protect the Bid

Manufacturers and distributors play a central role in a contractor’s ability to bid accurately and deliver profitably. In a volatile market, access to real-time information matters just as much as pricing. Contractors who maintain strong relationships benefit from early visibility into material cost trends, inventory levels, lead times, and acceptable system alternates.

This insight allows contractors to structure bids more intelligently, avoid last-minute substitutions, and reduce exposure to price escalations. It also supports better communication with building owners and consultants, setting expectations early rather than managing surprises later in the project.

Alignment With GCs, Consultants, and Building Owners

Economic pressure often causes owners and general contractors to push harder on pricing. Without alignment, this can lead to late-stage value engineering, rushed decisions, and scope gaps that ultimately hurt performance. Strong partnerships shift these conversations earlier in the process.

Contractors who collaborate closely with general contractors, consultants, and owners can help shape scope, phasing, and system selection before bids are locked. This creates more realistic budgets, clearer expectations, and fewer disputes once work begins. In uncertain markets, early alignment often matters more than being the lowest number on bid day.

Peer and Subcontractor Relationships Add Capacity and Stability

Labor shortages and uneven workloads continue to challenge commercial roofing companies. One month the pipeline is light, the next it is overloaded. Contractors who build trusted peer and subcontractor relationships gain flexibility that internal staffing alone cannot provide.

Sharing labor capacity, specialty crews, or overflow work allows contractors to scale up or down without sacrificing quality or safety. These relationships also reduce burnout, improve scheduling reliability, and help contractors take on projects they might otherwise decline due to resource constraints.

Partnership Is a Competitive Advantage

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In uncertain economic cycles, the market does not reward the lowest bidder. It rewards contractors who manage risk effectively and deliver consistent outcomes. Partnerships enable that by improving communication, sharing responsibility, and aligning incentives across all parties involved in a project.

When information flows freely and expectations are clear, projects move faster, change orders decrease, and margins are easier to protect. Contractors who invest in partnerships gain more control over outcomes, even when external conditions are unpredictable.

The Path Forward for Commercial Roofers

Economic signals suggest opportunity may be returning, but with continued volatility in pricing and costs. Commercial roofing contractors who treat partnerships as a core business strategy rather than an afterthought will be better positioned to succeed.

In today’s market, partnership is not about comfort or convenience. It is about control, resilience, and building a business that can adapt when conditions shift.

Flat Roof Coating Problems They Don’t Warn You About

One of the most popular ways to extend the life of a flat roof is to apply coatings across the entire surface. However, applying a coating isn’t the simple, guaranteed fix it’s often made out to be. While coatings can add years to a roof’s lifespan, they also carry overlooked risks that building owners should understand before moving forward. Below, we break down the common flat roof coating issues that are rarely discussed and how to make a more informed decision.

Key Hidden Issues with Flat Roof Coatings

Coatings Can Trap Moisture

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One of the most insidious risks is when a coating is applied over an existing roof system that has pre-existing moisture issues. When coatings seal in trapped water, they effectively turn the roof into the equivalent of a “wet diaper.”

Over time, that hidden moisture can lead to rot, mold, or corrosion, accelerating damage under the very layer meant to protect the roof.

Ponding Water Isn’t Always Solved

Coatings are often marketed for their waterproofing benefits. However, when a flat roof has poor drainage, coatings may only hide the symptoms temporarily.

Prolonged standing water increases stress on the substrate and can gradually lead to leaks. This standing water can cause blistering, delamination, softening of the membrane, and deterioration of seams. Over time, this weakens the roof system’s ability to resist UV exposure, temperature cycling, and mechanical stress, making leaks more likely.

It is recommended to fix drainage or add tapered insulation before applying a coating, if the slope is inadequate.

Debris Buildup and Drain Blockage

Flat roofs naturally collect more debris, such as leaves, branches and dirt. When drains or scuppers become clogged, water has nowhere to go, worsening ponding and increasing the risk of coating failure.

Regular cleaning is vital. Unfortunately, many contractors don’t emphasize the critical nature of ongoing debris management.

Wind and Flashing Risks

Flashing, edges, HVAC curbs, and parapets are all critical failure points. If coatings are applied improperly, or if flashing is already damaged, wind uplift can peel the coating back and allow water in.

Coating over mechanical units, roof hatches, or fasteners can also create dangerous, hard-to-maintain surfaces. This happens because coatings can seal moving or serviceable components together, making them difficult to access for future repairs. Coating over fasteners can trap moisture, leading to corrosion. On walkable or high-traffic areas, a smooth coating can also become slippery, increasing the risk of falls.

Additionally, when equipment vibrates or shifts, the rigid coating can crack, creating new points of water entry.

Poor Aesthetics and Durability Challenges

Even when correctly applied, coatings may not maintain an optimal appearance over time, especially if preparation was insufficient. Surface irregularities, cracking, peeling, and splitting can occur if underlying deficiencies were not resolved before application. Uniformity in thickness is also important.

Installer Risk and Quality Variability

Installation quality differs significantly among contractors. Some operations specialize exclusively in specific coatings or manufacturers, which may influence application decisions.

Inconsistent workmanship, such as overspray, blocked fasteners, coated equipment, or obstructed drains, can reduce system durability and complicate future maintenance.

Limited Longevity Without Maintenance

Coatings require ongoing inspections and upkeep to maintain protective benefits. Without periodic monitoring and touching up minor issues, anomalies can diminish the coating’s effectiveness. A coating system that is not maintained may decline more rapidly than expected.

Compatibility & Substrate Concerns

Not every roof substrate is well-suited to every type of coating. Coating over poorly matched materials, or over damaged membrane, can lead to premature failure.

In some cases, a layover or a full replacement might make more sense than relying on a coating solution.

Summary of Main Points

Problem	Why It Matters
Moisture Trapped	Seals in existing moisture, leading to rot, mold, or corrosion
Poor Drainage	Standing water accelerates coating breakdown and increases leak risk
Flashing & Wind Uplift	Edges and penetrations must be secured before coating installation
Improper Installation	Causes premature cracking, peeling, and uneven appearance
Substrate Compatibility Issues	Mismatched materials can lead to coating failure
Installer Quality	Careless workmanship increases long-term roofing problems

Flat Roof Coating Challenges

Flat roof coatings can significantly extend service life and enhance energy performance, but their success depends heavily on roof condition, substrate compatibility, installation quality, and ongoing maintenance. Issues such as poor drainage, hidden moisture, surface degradation, and workmanship variability can significantly impact coating performance. Understanding these factors is essential for evaluating coating systems within the broader context of flat roof management and durability.

Ways to Increase Your Commercial Roofing Revenue

Increasing revenue is a topic we can all get behind. After all, you’re in business to make money, right? Here are several ways to increase your commercial roofing revenue.

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Obviously, bringing in more business is what we all think of when discussing ways to increase revenue. To bring in more business, you need more leads. This can be done in several ways.

Advertising. Generating new leads with increased or more effective advertising is a no-brainer. Some methods of advertising you might want to consider include:

Direct Mail
Telemarketing
Tradeshows
Billboards
Radio or local TV

The biggest drawback to increasing your advertising is knowing what will work in your area and what doesn’t. Wherever possible, it is worth the investment to team with a reputable marketing organization that specializes in roofing. They will help direct your efforts (and your money) in directions that will show the best return on investment.

Website. Having a professional, well-done website is 100% required if you are going to be competitive in your local marketplace. Don’t believe us? Take a few minutes and look online at your competitors. The biggest companies in your area probably have the nicest, largest websites and have high Google rankings. Whether their work is actually better than yours or not doesn’t really matter.

To compete for online inquiries, you have to grab the customer’s attention and keep it. You only do this with a professionally made website.

To get the high Google rankings you need, SEO (search engine optimization) is a must. But it’s not easy to integrate keywords properly throughout the website and produce ongoing content to stay relevant. Working with your marketing company, they will assist you in this area. After all, you’re a roofer, not a technogeek, right?

Social Media. Just having a page on Facebook isn’t enough anymore. You need a “presence” and to be on multiple (preferably at least 3) social media platforms.

What is a “presence”? Basically, it means posting information, blogs, links to articles and so forth on a regular basis. Generally, 3 times a week is a good place to be.

You need to find a way to obtain followers and get them interested in what you have to offer.

Though social media does take time, when done correctly it is one of the least expensive and most effective marketing methods available. Properly targeted ads can further boost results.

Again, this is where a good marketing company can assist you and your company.

Add Additional Income Streams

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Another way to increase revenue is to add additional streams of potential income.

Just think about all the different products offered by retail stores.

Increasing service offerings. Maybe you should consider adding additional services such as solar installation, gutters, or other related services.

Particularly if your staff is already trained or there is a demand in your area, these additional services can reap large revenue benefits quickly. Even better, these services create natural cross-selling opportunities.

Offer a Scheduled Inspection/Maintenance Program. The beauty behind this type of program is the ongoing income it brings in. No, you probably won’t get rich on selling this a couple of times, however if you can “subscribe” a bunch of properties, you will add a nice reliable income stream.

Another advantage comes when an issue is identified during a routine inspection. As the contractor already on site, you are typically the first choice to address the problem, leading to additional roofing work.

Distributorship. Some roofing materials manufacturers offer the option of becoming a distributor on their behalf. This gives you the opportunity to offer those products you find most valuable to other contractors. Those contractors may be getting the roofing jobs, but you’re getting a slice of the pie with the sale of the materials.

Make sure you know and trust the products you choose to represent. Your reputation is on the line, so working with those manufacturers that you prefer to use in your own commercial roofing business is key. There is also the additional benefit of utilizing those products on your own jobsites, effectively reducing material costs through earned sales commissions. You can then offer lower quotes to potential customers, making you even more competitive in your marketplace.

Want more ideas?

Choice Roof Contractor’s Group is all about working together as a team and improving the service delivered to building owners.

If you think your commercial roofing company could benefit from this team approach, give us a call at 800-670-5583.

Why Silicone Roof Coatings Fail: Mistakes You Can’t Afford

Silicone roof coatings often promise extended roof life, excellent UV resistance, and reliable ponding-water performance without full roof replacement. But these advantages depend heavily on the quality of installation. When key steps are skipped, even the best silicone systems will fail prematurely. Below are the critical mistakes that lead to failure, and what you (or your contractor) must avoid at all costs.

Top 10 Installation Mistakes in Silicone Roof Coatings

#1 Insufficient Surface Preparation & Cleaning

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Arguably the most frequent mistake is applying silicone over a surface that isn’t clean, dry, and properly primed. Contaminants like dirt, dust, oil, grease, or residual coatings block adhesion. Many failures, such as delamination and blistering, stem from inadequate prep.

For example:

Applying silicone over old silicone without stripping or chemical conditioning often leads to delamination.
PVC or TPO membranes may have glaze or additives that resist bonding unless a specialized primer is used.

Best practice: Pressure wash (with detergent if specified by the manufacturer), allow full drying, and apply the correct primer before coating.

#2 Wrong Primer, or No Primer at All

Because silicone is hydrophobic, it doesn’t always “stick” well by itself on some substrates. Skipping or using the wrong primer is a recipe for failure. Assumptions about adhesion are risky.

#3 Incorrect Thickness or Insufficient Coverage

Silicone coatings must be applied at the manufacturer’s specified dry film thickness. Too thin, and they don’t last; too thick, and curing or adhesion can suffer.

Often, coating projects cut corners to save cost by reducing material or fail to monitor mil thickness at seams and flashings. This leads to weak spots where leaks develop.

#4 Skipping Reinforcement at Seams and Penetrations

Roofs have transitions, penetrations, flashings, and terminations that demand extra care. If seams aren’t reinforced (e.g. fabric mesh, tape, or extra coat layers), stress points will fail first. Manufacturers cite this as a common error.

#5 Allowing Ponding Water Issues to Remain Unresolved

Silicone coatings handle ponding water better than many other coatings, but they don’t cure drainage problems. Coating over a flat roof with standing water does not fix structural drainage issues.

Over time, ponded water can degrade underlying insulation or decking, even if the silicone stays intact superficially.

Fix it first: Use tapered insulation, re-slope, correct drains, or add crickets before coating.

#6 Poor Timing: Applying During Bad Weather Conditions

Silicone coatings are sensitive to ambient conditions during application. Examples are provided below.

High humidity can prematurely cure the surface while deeper layers remain uncured, causing weak bonding.
Low temperatures slow curing and may allow dust, moisture, or debris to interfere.
Rain or dew can wash or mar the coating before it sets.
Contractors must monitor weather windows and apply only when conditions are within the manufacturer’s recommended range.

#7 Overlooking Safety and Slippery Surfaces

Silicone coatings become extremely slippery when wet, especially hazardous when crews or inspectors must walk the roof.

Neglecting to incorporate anti-slip granules in pedestrian zones is a serious oversight.

#8 Inappropriate Substrate Selection or Hidden Damage

Silicone coatings aren’t a one-size-fits-all solution for every roof type.

Some metal roofs with heavy rust require aggressive rust treatment before coating.
Coal tar pitch and unstable substrates may shift or re-emulsify, causing coating failure.
If the substrate has damage, rotted decking, water infiltration, failing membranes, the coating may only mask rather than solve the problem.

A proper roof survey must confirm that the substrate is structurally sound and appropriate for a silicone system.

#9 Failing to Control Overspray and Jobsite Cleanliness

Silicone overspray is notorious for traveling in wind and sticking to cars, windows, or landscaping. Many jobs suffer collateral damage due to uncontrolled spray.

Contractors should use wind barriers, masking, or roller work near sensitive areas.

#10 Neglecting Maintenance and Inspection After Installation

Even a well-executed silicone coating isn’t “install and forget.” Dirt, debris, biological growth, or foot traffic can degrade performance over time. Reflectivity drops, weak spots emerge, and minor damage can escalate unless caught early.

Monthly or quarterly inspections and prompt repairs will extend lifespan.

Summary of Key Mistakes

Mistake	Why It Matters
Poor surface preparation or no primer	Leads to delamination or peeling
Ignoring seams, terminations, and transitions	Leads to weak spots and voids in protection
Not addressing ponding-water issues first	Leads to structural damage beneath the coating
Wrong timing or weather conditions	Leads to curing issues or contamination
Slippery surface neglect	Leads to safety hazards
Incompatible or damaged substrate	Leads to system failure or limited warranty
Uncontrolled overspray	Leads to damage to surrounding areas
Failing to maintain afterward	Leads to reduced reflectivity, hidden leaks, and early failure

Silicone roof coatings can be a dependable, long-lasting solution, but only if installed properly. The majority of failures trace back to human error: poor prep, wrong timing, uncontrolled overspray, skipping reinforcement, or coating over damaged or unsuitable roofs. By rigorously addressing surface prep, substrate compatibility, weather, jobsite control, and ongoing maintenance, you dramatically reduce the risk of failure and ensure your client’s roof performs as promised.

Making the Argument for PVC Roofing Systems

One of the more popular roofing systems is PVC. As you well know, it offers tremendous benefits for many of your customers. However, expressing those benefits may be challenging.

We have put together a comprehensive list of the key benefits PVC roofing offers. You can utilize this information in your marketing materials, cold calls, and quote presentations.

Superior Weather Protection

PVC membranes deliver exceptional weather resistance through heat-welded seams. These systems maintain flexibility in extreme temperatures and resist UV degradation through advanced formulations.

Energy Performance Benefits

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Energy efficiency is a key consideration for many commercial building owners and property managers. Ensuring the highest return on investment is crucial to their decision making process. Sharing these facts can help with your PVC roofing recommendations.

85% solar radiation reflection
Reduced cooling costs
Minimized urban heat island effect
Long-term reflectivity retention
Lower carbon footprint

Installation Advantages

These installation advantages help reassure your potential customer of the quality, durability, and cost-efficacy of choosing a PVC Roofing system.

Lightweight material composition
Superior heat-welded seams
Multiple attachment options
Year-round installation capability

Exceptional Durability

PVC is very appropriate for many specific business applications. Outlining items like chemical resistance helps underscore their value to buildings containing these applications.

PVC systems resist:

Industrial chemicals
Fire exposure
High winds
Punctures
Microbial growth
Standing water

Cost-Effective Investment

Proving the long-term value in PVC roofing systems is key to closing the deal with your customer. Using these factors helps show them how their investment today pays off in the future.

Long-term value is achieved through:

Long lifespan
Reduced energy costs
Minimal maintenance
Potential insurance benefits
Recycling options

Quality Assurance

There are always those who will question the quality of single-ply roofing systems. As each system offers different specifications, we encourage you to truly know the details of the system you are proposing.

Material testing certification
Professional installation requirements
Third-party monitoring
Manufacturer warranty terms
Industry compliance

PVC Roofing Systems

Knowledge is power. The more you know about the PVC roofing systems you are proposing, the more likely you are to convert that quote to an actual sale.

Common Questions About PVC Roofing

Q: How long do PVC roofs typically last?

A: With proper installation and maintenance, PVC roofing systems typically last 20-30 years. Many manufacturers offer 20-year warranties to back this up.

Q: What maintenance does PVC roofing require?

A: Annual inspections, seam checks, drain cleaning, and debris removal. Professional inspection recommended twice yearly.

Q: How does PVC compare to TPO roofing?

A: PVC offers superior chemical resistance, better weldability, and longer lifespan. Initial costs are higher than TPO but provide better long-term value.

Q: Can PVC roofing support solar panels?

A: Yes, PVC membranes are ideal for solar installations due to their durability and heat resistance. Many systems include integrated mounting solutions.

Q: What thickness of PVC membrane is recommended?

A: Commercial applications typically use 60-80 ml thickness. High-traffic areas may require 80 ml or greater.

Q: Is PVC roofing environmentally friendly?

A: Modern PVC roofing is recyclable, energy-efficient, and reduces carbon footprint through decreased energy usage. Manufacturing processes have improved significantly over the years.

Q: How does weather affect PVC roof installation?

A: Installation is possible in most weather conditions above 40°F (4°C). Of course, dry conditions are required for proper seam welding.

Roof Coating Realities

Commercial building owners know that roof maintenance is critical to asset preservation. Among the options available, roof coatings have become an increasingly popular choice to extend the life of commercial roofing systems without the cost or disruption of a full tear-off.

But despite their benefits, roof coatings are often misunderstood, oversold without context, or misapplied in ways that cause early failure.

This guide will cut through the noise. Below, you’ll learn the truth about common roof coating myths, see a clear comparison of key commercial-grade coating materials, and discover much more along the way.

Busting Myths: What Roof Coatings Really Do

Roof Coatings Are Just Fancy Paint

A major misconception in commercial roofing is that coatings are mostly cosmetic. In reality, roof coatings are meant to be a part of a multi-component system designed to deliver thickness, flexibility, UV protection, and long-term waterproofing.

When applied as part of a true system, they add a protective membrane over the existing roof that helps manage thermal movement, prevents water infiltration, and reflects sunlight.

Any Coating Will Work on Any Commercial Roof

Not all coatings are created equal. For example, a silicone coating that excels on a flat TPO roof in a humid climate might perform poorly on a metal roof with heavy foot traffic.

Commercial roofs vary widely. Just a few of the popular systems include EPDM, modified bitumen, metal and TPO. Each substrate has unique requirements. Using the wrong coating can mean poor adhesion, cracking, or complete failure of the system within a couple years.

Coatings Eliminate the Need for Maintenance

Coatings significantly extend the life of commercial roofs, but they’re not “set-it-and-forget-it” solutions. They require inspections and periodic touch-ups to ensure long-term performance.

Factors like foot traffic, weather events, and standing water can all accelerate wear. Properly maintained, a commercial roof coating can add 10–20+ years of life, but ignoring it can mean re-coating far sooner.

All Coatings Reflect Heat Equally

While many coatings boast reflective properties, the actual thermal performance can vary significantly. Silicone and acrylic coatings, for instance, have high reflectivity, but dirt accumulation and degradation can reduce effectiveness over time. Also, some manufacturers add metallic flakes to boost reflectivity.

Coatings Can Be Installed in Most Weather Conditions

Some building owners assume coatings can be applied even late autumn or early winter if the sun is at least shing. However, temperature, humidity, and rain all influence curing and adhesion. Application during unsuitable weather can lead to poor bonding or blistering, undermining the investment.

Best Material Match-Up for Commercial Roof Coatings

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Choosing the right coating system is essential for commercial buildings. Here are the three most common and effective types for commercial applications.

Acrylic Roof Coatings

Best For: Commercial roofs in mild, dry, or moderately wet climates with good drainage.

Advantages:

Cost-effective option for large square footage
Highly reflective for improved energy efficiency
Easy to apply and recoat

Limitations:

Poor resistance to long-term ponding water
Can chalk or erode faster under heavy UV exposure without maintenance

Acrylic is often the go-to choice for large warehouses and retail centers looking for affordable reflectivity and aesthetic improvement (as long as ponding water isn’t an issue).

Silicone Roof Coatings

Best For: Flat commercial roofs in rainy, humid, or coastal regions.

Advantages:

Excellent resistance to ponding water
Superior UV stability and reflectivity
Remains flexible in temperature extremes

Limitations:

Can attract dirt, slightly lowering reflectivity over time
Difficult to recoat without special primers

Silicone is popular for flat commercial roofs with drainage challenges, such as shopping centers or office complexes in rainy climates.

Polyurethane Roof Coatings

Best For: Commercial roofs that see heavy foot traffic or physical abuse.

Advantages:

Outstanding abrasion and impact resistance
Good waterproofing capability
Handles thermal movement well

Limitations:

Typically more expensive
Strong odors during application

Polyurethane coatings are ideal for commercial facilities where durability under foot traffic is a key concern. Examples include hospitals, schools, and industrial plants with frequent maintenance needs.

Real-World Challenges in Commercial Roof Coating Projects

Even premium coatings can fail prematurely if these commercial realities outlined below aren’t addressed.

Substrate Condition is Critical

A roof in poor condition can’t simply be “sealed over.” Wet insulation, a myriad of blisters, rusted out metal roof panels, and deep cracks are showstoppers. Coatings require a sound, prepared surface. Ignoring underlying damage guarantees early failure, risking leaks and warranty issues.

Weather and Application Timing

Commercial jobs can be huge and as a result a mistimed application can be very costly. Temperature and humidity affect curing, while unexpected rain can completely ruin fresh applications. Professional contractors know how to plan around weather to ensure reliable results.

Surface Prep is Non-Negotiable

Most coating failures stem from poor preparation. Commercial projects need thorough cleaning, repairs, priming, and proper detail work around penetrations. Cutting corners on prep is a recipe for failure.

Warranty Requirements

Manufacturers often offer robust warranties on commercial coatings, but only if application guidelines are met. Many require approved contractors, documented inspections, and strict adherence to product specs. It’s important to understand warranty requirements upfront.

Why Roof Coatings Make Sense for Most Commercial Building Owners

For commercial building owners, the roof plays a critical role in protecting daily operations, inventory, equipment, and customer experience. Roof coatings provide a proactive solution that minimizes leaks and A/C costs. And, because they can be applied with minimal interruption, they allow businesses to continue running without costly downtime.

For businesses looking to enhance sustainability efforts, roof coatings also contribute to lower energy consumption and can help meet environmental goals – all while extending the life of existing roofing systems.

Final Thoughts!

A properly installed roof coating system is a powerful tool for property managers, facility owners, and investors looking to extend roof life, reduce energy costs, and avoid expensive tear-offs. But success depends on choosing the right material, preparing the surface properly, reinforcing vulnerable areas like seams and protrusions, and maintaining the system over time.

If you’re considering a coating for your commercial property, get informed, ask questions, and partner with a roofing professional who understands these realities.

Building a Lead Generation Machine

Generating qualified leads consistently is one of the biggest challenges roofing companies face. It doesn’t matter whether you deal in residential or commercial roofing, your business can’t stick around for long without having a well-built and well-oiled lead generation machine.

Roofing companies often experience frequent famine and feast cycles, and the burnout during the spring and autumn seasons can hit as severely as the lack of business during off-season months. The only way out of this dilemma is to have a pipeline continually filling with leads throughout the year. In this article, we will share several tips that will help you build your own lead generation machine and help you get clients regularly.

Understand Your Buyer’s Persona

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Having a clear understanding of your target audience is the recipe to success in any business and roofing is no different. By offering too many services, you risk becoming a jack of all trades and master of none. While being a full-service roofing company might work for many, it’s not going to work for everyone.

So, create a mental picture of your ideal buyer by answering the question “Who would like to order your services?” In marketing jargon, this exercise is known as creating a buyer’s persona and these personas have helped brands generate incredible levels of revenue.

Know Their Pain Points

After zeroing in on your ideal client, the next step is to understand their pain points so you can properly market to them. Just keep in mind that today’s buyers have an ocean of knowledge readily accessible to them. It’s important that they get more than just good information from you as what they ultimately want is superior customer service. Give them a solid set of reasons to believe you can give it to them.

Research the Competition and Identify Your Main USP

In addition to researching your ideal clients, you will also need to carefully study your competition so you can differentiate your roofing company from the crowd. Your unique selling proposition (USP) needs to make you stand out from everyone else and immediately appeal to your target client base.

Leverage Content Creation and Promote Effectively

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Once you have followed the above steps, now it’s time to explain your USP and value proposition to the intended audience by using engaging content. You’ll need to craft appealing content that will explain how your roofing services are going to solve the problems faced by your prospective clients.

While most businesses nowadays realize the importance of content creation, social media, etc., only a fraction have realized that content is of no use if it’s not promoted to the target client base. As part of the buyer persona exercise, you’ll also need to identify the advertising mediums that are most frequently used by your client base. For homeowners looking to replace roofs, Instagram or Facebook might be the ideal medium, but if you work with large businesses then LinkedIn might prove to be of better value as it’s being used by decision-makers and C-suite executives.

Prep Prospects for the Ultimate Conversion

You will need to understand a buyer’s journey from the top of the sales funnel (attracting visitors) to the bottom (turning them into a paying customer). As you move through the stages of getting contract information, presenting helpful material, answering questions and handling objections, you will want a plan to drip-feed information to the prospective buyer with content designed for that specific stage.

Build New Partnerships

You can build new partnerships with other businesses in related industries such as real estate developers, real estate agents, property managers and commercial electricians who often deal with buyers dealing in commercial buildings. These new relationships can lead to a stable supply of qualified leads that will help you break the feast and famine cycle.

Word-of-Mouth Marketing

It’s rightfully said that word-of-mouth marketing is the best form of marketing. It has always been this way. In the digital age, this means customers trust testimonials and online reviews more than any content produced or commissioned by you. You can ask your past customers to review you on Google, Facebook or any other channel of your choice. Few people realize how effective it can be. How many reviews do you have posted online?

Conclusion

Generating leads on a constant basis requires constant effort. This should be expected. However, by following the tips mentioned above, you can turbocharge your own lead generation machine that’ll not only generate regular business for you but will also help you scale in revenue and profitability.

Troubleshooting Common Issues with Single-Ply Roofs

Single-ply roofing systems like TPO, PVC, and EPDM have become a staple in the commercial roofing world. They’re lightweight, durable, energy-efficient, and relatively easy to install. But even the best roofing systems aren’t immune to problems over time. Whether it’s caused by weather, installation errors, or regular wear and tear, understanding how to troubleshoot issues before they become major repairs can save you thousands in the long run.

Here’s what to watch for (and what to do) when your single-ply roof starts showing signs of trouble.

Membrane Shrinkage Can Lead to Costly Failures

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Over time, exposure to UV rays and fluctuating temperatures can cause certain single-ply membranes, especially EPDM, to shrink. When that happens, the tension on the membrane can cause it to pull away from edges, flashing, and seams. Once these points are exposed, leaks are only a matter of time.

To stay ahead of the issue, monitor the perimeter of your roof and areas around penetrations for signs of pulling or curling. If caught early, your contractor may be able to reinforce the membrane or re-flash affected areas. Left unchecked, though, shrinkage can mean serious repairs—or even full replacement.

Foot Traffic and Debris Can Cause Punctures and Tears

Single-ply roofs are tough, but they’re not invincible. Rooftop foot traffic, service crews, dropped tools, and flying debris during storms can all lead to punctures or cuts in the membrane. Even small punctures can allow moisture to reach the insulation layer below, leading to saturation, mold, and reduced thermal performance.

Keep an eye on areas with heavy foot traffic and consider installing walkway pads near rooftop equipment. After storms or maintenance visits, inspect the membrane for new damage. Small holes can often be patched, but widespread damage may signal larger problems.

Seam Failures Are a Common Leak Source

Seams are critical to the integrity of any single-ply roof. Whether they’re heat-welded (TPO, PVC) or adhered (EPDM), seams are a potential weak spot; especially if not installed properly or subjected to years of UV exposure.

Watch for areas where seams appear bubbled, lifted, or separated. A simple probe test can often detect loosened seams. Address these quickly, as a failed seam can let in water that migrates far beyond the point of entry. For best practices on seam repairs, consult the Single Ply Roofing Industry (SPRI) guidelines.

Ponding Water Can Accelerate Roof Degradation

Flat and low-slope roofs should be designed with proper drainage in mind, but over time, things shift. Settling, insulation compression, and clogged drains can lead to ponding water. Water that remains more than 48 hours after rainfall can damage the membrane, promote algae growth, and increase UV degradation.

If you notice standing water, act quickly. Cleaning out drains may be a simple fix. If ponding is recurring, solutions like tapered insulation or secondary drains may be needed. Don’t wait—long-term ponding can void warranties and compromise your roof’s performance.

Flashing Around Penetrations Is a Frequent Failure Point

Anywhere your roofing system must be sealed around an object – like a vent, HVAC unit, or skylight – is a potential vulnerability. Flashing that cracks, pulls away, or lifts from the membrane can open the door for leaks and interior damage.

Check flashing details regularly. Look for gaps, tears, or dried-out sealant. These areas can often be patched or re-sealed without major cost if caught early. But if several flashings fail at once, or if there’s visible water damage inside, it may point to more systemic issues with the roof’s installation or age.

Protect Your Investment with Regular Inspections

Single-ply roofs are designed to last 20–30 years when maintained properly—but that lifespan depends on regular inspections and timely repairs. Routine maintenance not only extends the life of your roof, it helps you avoid costly surprises when the next storm hits.

Need help? The National Roofing Contractors Association (NRCA) and Choice Roof Contractor Group are excellent resources for finding commercial roofing service providers who have experience with single-ply systems.

Tips for Installing Commercial Metal Roofs

Metal roof installation is an intricate process, and it’s of utmost importance that a metal roof is installed correctly to avoid issues down the road that may crop up due to faulty installation. In this article, we will discuss several tips.

Choosing the Right Material and Metal

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The term metal roof can refer to a number of different roofing systems depending on the context. As any metal roofer worth his salt knows, there are many options to choose from when installing a metal roof. Here are some of the most common types of metal roofing options.

Aluminum Roofing: Aluminum is among the most popular metals that are commonly used for metal roofs. It’s lightweight and corrosion-resistant, which makes it ideal for coastal areas or regions where the climate can accelerate corrosion. It’s a bit more expensive than steel and may also be dented easily. However, aluminum roofs can easily last several decades if properly maintained, and it’s not uncommon for them to last up to 3-4 decades.

Tin Roofing: Tin roofs were synonymous with metal roofs a few decades ago, and one can still come across old buildings with tin roofs. It’s a bit cheaper than steel and aluminum but lacks the strength and finishing of both these metals. Nowadays, it’s rarely used for metal roofs due to the easy availability of better options.

Steel Roofing: Steel is the metal of choice for most commercial and residential buildings and is the most commonly used metal for metal roofs. It’s pretty cheap compared to aluminum and other metals.

Steel also offers a wide range of options when it comes to design, shapes, colors, and hues. However, due to its rust and corrosion-prone nature, it may not be a good choice for areas where the climate can lead to corrosion, such as near seas, oceans, or coastal areas. Steel roofs can last anywhere from 40 to 60 years or even more with regular care.

Standing Seam Roofing: Standing seam roofs are among the most popular varieties of steel roofs in use today. Standing seams conceal the fasteners used to bind steel sheets together, which is ideal for rainy areas as there’s very little chance of a leak, even after a severe rain shower or hailstorm.

Standing seam roofs are also known for their enhanced strength and durability, providing enhanced roof resistance. Concealed fasteners not only significantly reduce the chances of leaks but also appear aesthetically pleasing. A major downside of standing seam roofs is the cost, as these roofs are more expensive than most other metal roofing systems.

Metal Shingle Roofing: Metal shingle roofs, as the very name suggests, use shingles made of metal, with steel being the most common material used in such roofs. They provide you with the strength of steel and the beauty of shingles.

Metal Slate Roofing: To describe in just a few words, metal state roofs combine the beauty of slate shingles with the strength of steel.

Metal Tile Roofing: Metal tile roofs are ideal for someone who wants to enhance the appeal of their building with the beauty of tiles and also wants to use a more robust material that will not be prone to damage, as is the case with tiles.

Copper Roofing: While many people assume that steel roofs last the longest, this is not true, as this honor goes to copper roofs that can last 100+ years. In fact, copper roofs on some historical buildings have lasted for centuries. Copper is a less reactive metal, and as such, copper roofs are ideal for use in industrial or commercial buildings or near coastal or humid areas.

Copper roofs are also quite beautiful due to the natural color of copper, which looks quite aesthetically pleasing to the human eye. The only significant disadvantages of copper roofs are that they are very expensive compared to other metals and may cost 4 to 6 times more than a similar steel roof. They are also more complex to install, and not many roofing companies have the expertise to install copper roofs.

Zinc Roofing: Zinc roofs are similar to copper roofs in most aspects and are considered a premium roofing option, like copper roofs. The major downside is that even fewer roofing companies have the necessary expertise and experience to install zinc roofs. However, if one wants a roof that can last a really long time, then, indeed, one can consider copper or zinc roofs.

Choosing the Right Tools for Installation

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The success of any commercial metal roofing project depends on the expertise of the roofer and the tools that he has access to. It’s imperative that the roofer installing, repairing, or replacing a metal roof has good quality roofing tools such as swivel head shears, metal snips, nibblers, hand seamers, and impact drivers, as it’s almost impossible to work on a metal roof without these handy tools.

You must also choose the tools based on the metal or material you’re working with. If a metal cutter can cut through steel of 18 gauge or 0.048 inches, it might not cut a steel sheet of 14 gauge or 0.08 inches due to its thickness. So, always be mindful to carefully select the tools for every metal roof project by analyzing what materials you will use.

Take Accurate Measurements

It goes without saying that in roofing, one needs to take accurate and precise measurements, as no amount of “eyeballing” can ever come close to the precision of using the right measuring tools. If your measurements are accurate, then it’ll save you plenty of time that could be wasted if you happen to be working with just an estimate of the area on which the metal roof needs to be installed.

Install Underlayment, Fasteners, and Flashing the Correct Way

During the course of a metal roof installation, repair, restoration, or replacement process, you’ll need to install several pieces of a roofing system, such as underlayment, fasteners, flashing, etc. Any error during installation will eventually lead to problems down the road that could cost your business tens of thousands of dollars.

So, always install these various components of a roofing system the correct way. Many manufacturers provide detailed guidelines and pictorial diagrams about how to install their products. And it’s a good idea to review the documentation carefully before installing these components. Correct installation will lead to a resilient roofing system that will be able to withstand even the harshest weather conditions.

Conclusion

These are some of the most important things that one needs to consider while installing a commercial metal roof. This list is by no means comprehensive, as there are certainly other things that one can add. We always appreciate feedback. Feel free to reach out if there are any other additional tips that you feel should have been included in this list.