Roof Contractor Blog | Choice Roof Contractor Group

Silicone Roof Coating Problems

Silicone roof coatings are very popular in the commercial roofing industry for their exceptional UV resistance, waterproofing properties, and ability to extend a roof’s life without requiring a full replacement. When installed under the right conditions, they can be an excellent long-term solution.

However, silicone coatings are not a one-size-fits-all fix. They come with potential drawbacks that commercial property owners and contractors should fully understand before committing. Knowing these limitations will help you make informed recommendations, ensure realistic expectations, and deliver projects that perform as intended.

Common Issues with Silicone Roof Coatings

Adhesion on Certain Surfaces

Poor adhesion is one of the most frequent causes of silicone coating failure. The coating may peel, blister, or delaminate if applied over incompatible or improperly prepared surfaces.

Over existing silicone: Applying new silicone directly over old silicone without thorough cleaning and priming can result in poor bonding.
Over oily or contaminated surfaces: Dirt, dust, grease, and other contaminants prevent proper adhesion.
Over certain single-ply membranes: PVC and some aged TPO membranes require special primers to ensure the coating bonds securely.

Solution: Commercial roofing projects should include comprehensive surface preparation, including pressure washing, mechanical cleaning, and applying the correct primer. Skipping these steps will almost guarantee premature failure.

Slippery When Wet

Silicone coatings can become extremely slick when wet, creating a safety hazard for anyone walking on the roof. This is especially concerning for commercial buildings with rooftop HVAC units or frequent maintenance visits.

Solution: Use proper fall protection during inspections or repairs. Also, apply anti-slip granules or texture additives in high-traffic areas to improve traction.

Ponding Water Concerns

One of silicone’s main selling points is its ability to withstand ponding water without breaking down. While that’s true, it doesn’t solve drainage or slope issues.

Standing water can still cause the roof decking or insulation beneath the coating to deteriorate over time.
Structural issues may worsen even if the coating itself isn’t leaking.

Solution: Fix drainage issues, such as by installing tapered insulation before applying silicone. Otherwise, the coating will simply mask the problem, not fix it.

Limited Color Options and Dirt Pickup

Silicone coatings are typically available only in white, gray, or tan. While white coatings offer great reflectivity and energy savings, don’t forget that silicone attracts and holds dirt.

Dirt buildup reduces reflectivity, cutting energy efficiency.
Cleaning silicone is harder because of its slightly tacky surface, which holds onto dust and debris.

Solution: Schedule regular roof cleanings to maintain both appearance and performance. Just keep in mind that this adds to ongoing maintenance costs.

Difficult to Recoat or Repair Without Proper Prep

Silicone is hydrophobic. It repels water and resists adhesion, even to itself. This makes repairs or re-coats challenging:

Without abrasion or chemical prep, new layers may peel prematurely.
Repairs require meticulous cleaning and priming, increasing labor costs.

Tip: If a building will need multiple recoats during its lifespan, factor in this added cost and effort during initial planning.

Potential Overspray Problems

Silicone overspray can travel farther than expected in windy conditions and cause damage to nearby property.

It can stick to cars, windows, or sensitive equipment, and is very difficult to remove.

Solution: Use wind screens or opt for roller application near sensitive areas.

Incompatibility with Certain Roof Systems

While versatile, silicone is not ideal for every substrate:

Some modified bitumen and asphalt-based systems require heavy priming or alternative coatings.
On metal roofs with heavy rust, corrosion must be treated first or the coating will fail.

Solution: Have a professional assess substrate compatibility before committing.

Application Challenges in Cold or Humid Conditions

Weather plays a major role in the success of silicone coatings:

High humidity can cause the surface to cure too quickly, leaving deeper layers soft or weak.
Low temperatures can slow curing, delaying completion and exposing the coating to dust or rain.

Solution: Experienced roofers should monitor weather forecasts closely and schedule applications during optimal conditions.

Physical Damage Vulnerability

Silicone is durable against water and UV, but it’s not immune to tears from tools, dropped equipment, hail, or debris. Damaged sections can compromise the system’s waterproofing until properly repaired.

Solution: Implement a regular inspection program to catch and repair damage early.

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Best Practices to Avoid Silicone Roof Coating Problems

Many of these issues can be avoided with careful planning and professional execution.

Work with experienced installers who understand silicone’s unique requirements.
Invest in thorough surface preparation; this is non-negotiable.
Fix drainage and structural issues before coating.
Plan for maintenance, including cleaning and periodic inspections.
Control overspray risks when working near sensitive property.

Silicone Roof Coatings: Pros vs. Cons

Pros	Cons
Excellent Waterproofing – Creates a seamless barrier that resists ponding water better than many other coatings.	Adhesion Challenges – Requires thorough cleaning, priming, and substrate compatibility to avoid peeling or blistering.
Strong UV Resistance – Reflects sunlight, reducing roof heat gain and extending roof material life.	Slippery When Wet – Can be hazardous for maintenance crews without anti-slip additives or proper safety gear.
Long Lifespan – Can extend roof service life by 10-20 years with proper installation. This time can be further lengthened through recoats.	Limited Color Options – Usually only white, gray, or tan; white coatings pick up dirt quickly, reducing reflectivity.
Handles Ponding Water – Maintains integrity even with prolonged standing water.	Dirt Pickup & Cleaning Difficulty – Dirt clings to the surface, lowering energy efficiency and increasing maintenance needs.
Energy Savings – High reflectivity helps lower cooling costs in warm climates.	Difficult to Recoat/Repair – Hydrophobic nature makes adhesion to new layers tricky without abrasion or chemical prep.
Flexible & Seamless – Expands and contracts with temperature changes without cracking.	Overspray Risks – Wind can carry overspray to cars, windows, and equipment, causing costly damage.
Low Maintenance Frequency – Requires fewer recoats compared to some other coatings.	Substrate Limitations – Not ideal for some asphalt, modified bitumen, or heavily rusted metal roofs.
Versatile Application Methods – Can be applied by spray or roller for different project needs.	Weather Sensitivity – High humidity or low temperatures during application can cause curing issues.

The Bottom Line

Silicone roof coatings can be a powerful solution for extending a roof’s lifespan, improving reflectivity, and reducing leaks, but only when used on the right roof, in the right conditions, and with the right preparation.

If applied without addressing surface compatibility, drainage, or environmental factors, problems like adhesion failure, dirt buildup, or safety hazards can quickly undermine the investment.

A well-prepared, well-installed silicone coating can deliver years of reliable performance, while a rushed or poorly planned application can lead to costly headaches.

Metal Roofing Alliance: Buyer Trends Driving Growth

The roofing industry is undergoing a significant shift with metal roofing emerging as one of the fastest-growing segments. Insights from our latest webinar featuring Renee Ramey, the executive director of the Metal Roofing Alliance (MRA), highlight how buyer behavior and long-term trends are reshaping the landscape.

Whether you’re a contractor exploring new service offerings or a property owner researching roofing options, understanding these changes is critical.

The Rise of Metal Roofing Adoption

Over the past 25 years, metal roofing has experienced steady and substantial growth. In the late 1990s, metal roofs accounted for only about 3% of the residential roofing market. Today, that number has climbed to nearly 18%, signaling a major shift in both awareness and demand.

This growth is driven by several key factors:

Increased consumer education
Strong performance in extreme weather
Long-term durability and lifespan
Sustainability and recyclability

Homeowners and building owners are no longer making roofing decisions based solely on upfront cost. Instead, they are evaluating lifetime value, energy efficiency, and resilience.

Smarter, More Informed Buyers

One of the biggest changes in the roofing industry is how buyers approach decisions. Today’s roof shoppers are far more informed before ever speaking with a contractor.

With access to online research, AI tools, and educational content, buyers now:

Understand material differences before consultations
Ask more technical questions
Compare long-term return on investment rather than just price

This shift creates both an opportunity and a challenge for contractors. Educated buyers are easier to sell to, but only if you can meet their expectations with accurate information.

This increased awareness is ultimately a positive trend because informed purchasers are more likely to recognize the value of metal roofing.

Why Metal Roofing Is Gaining Momentum

Performance in Severe Weather

Extreme weather events are becoming more common, including hurricanes, hailstorms, wildfires, and high-wind events.

Metal roofing consistently outperforms traditional materials in these conditions. Homeowners and building owners are noticing that properties with metal roofs often remain intact while neighboring properties suffer significant damage.

This real-world performance is one of the strongest drivers of adoption.

Sustainability and Energy Efficiency

Modern buyers, especially younger homeowners, are prioritizing sustainability. Metal roofing aligns with these values in several ways:

Often made from recycled materials
Fully recyclable at end of life
Reflects solar heat, reducing cooling costs
Ideal for solar panel installation

These benefits position metal roofing not just as a building component, but as part of a long-term energy strategy.

The “Lifetime Roof” Concept

Unlike asphalt shingles that may need replacement every 20 years or so, metal roofing is often positioned as a long-term or “lifetime” solution.

This resonates with buyers who want fewer maintenance concerns, long-term peace of mind, and predictable ownership costs.

As this concept becomes more widely understood, adoption continues to grow.

Opportunities for Roofing Contractors

The expansion of the metal roofing market is creating significant opportunities for contractors willing to adapt.

Less Competition, Higher Value Work

Unlike traditional roofing segments that may have dozens or even hundreds of competitors in a region, metal roofing typically has fewer qualified installers.

This results in:

Higher perceived expertise
Less price-driven competition
Access to more premium projects

Additionally, customers seeking metal roofing tend to be more educated and value-focused, which often leads to more efficient and productive sales conversations.

Expanding Service Offerings Builds Credibility

Contractors who diversify their services, including metal roofing, gain a key advantage: credibility.

When a contractor offers only one solution, customers may question whether it is truly the best option. Offering multiple systems allows you to provide more tailored recommendations and build trust.

This is especially important in commercial roofing, where clients expect a consultative approach rather than a one-size-fits-all pitch.

Training and Entry Tips for Contractors

For contractors looking to enter the metal roofing space, preparation is essential.

Start with Product Selection

Not all metal roofing systems are the same. Contractors should:

Research different product types
Choose a focus area such as standing seam or metal shingles
Align with reputable manufacturers

Each manufacturer may have unique installation methods, making product-specific knowledge critical.

Invest in Proper Training

Training is one of the most important steps to success in metal roofing. Many manufacturers and industry organizations offer:

Installation training programs
Certification opportunities
Technical guides and resources

Organizations like the Metal Construction Association (MCA) and the National Roofing Contractors Association (NRCA) provide valuable education and certification pathways.

Proper training reduces costly mistakes and accelerates business growth.

Workforce Challenges and Recruitment Trends

Like many trades, roofing continues to face labor shortages. However, the industry is taking proactive steps to address this issue.

Growing Interest in Skilled Trades

Efforts to recruit younger workers are increasing through partnerships with high schools, trade programs, and community colleges. Industry awareness campaigns are also helping introduce roofing as a viable and rewarding career path.

Some initiatives even introduce roofing concepts at an early age to spark long-term interest in the trade.

High Demand for Installers

There is significant unmet demand for metal roofing installation. In many areas:

Qualified contractors are limited
Backlogs are long
Customers struggle to find experienced installers

This creates a strong opportunity for contractors entering the market with proper training and positioning.

Leveraging Third-Party Education for Marketing

One of the most effective yet underutilized strategies in roofing marketing is leveraging third-party validation.

Organizations like the Metal Roofing Alliance produce:

Educational guides
Consumer-facing content
Verified performance data

Contractors can use these materials to build trust with prospects, reinforce their messaging, and avoid recreating foundational content. To learn more, visit: Metal Roofing Alliance’s website.

Using established industry resources strengthens authority and improves marketing efficiency.

Final Thoughts: A Market Built on Value and Education

The roofing industry is shifting toward a more informed, value-driven marketplace. Metal roofing plays a central role in this evolution, offering durability, sustainability, and long-term performance that modern buyers demand.

For contractors, the opportunity is clear. Focus on expanding services strategically, invest in training, and leverage trusted industry resources. As demand continues to rise, those who adapt early will be best positioned to capture high-value projects and long-term growth.

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.