We have the pleasure of introducing William Good, Executive Vice President of the NRCA.

NRCA Executive VP Bill Good

How has the roofing industry changed in the past three years?

The industry has experienced two fundamental changes:

First, new construction activity – in both commercial and residential markets – has caused a significant decline in industry volume, and has moved contractors into more repair, replacement and service work.

Second, we have seen increased value placed on the industry as part of the “green building” movement; roofs can not only save energy, but can become platforms for energy production, i.e., through the use of rooftop photovoltaic systems.

What are the biggest challenges and opportunities the roofing industry will face next year?

The principal challenge will be getting enough work to maintain profitable businesses. We expect the roofing market to see another decline in 2010, although less dramatic than in 2009. The other challenge we face is dealing with what appears to be a host of new federal legislation and regulations, dealing with everything from health care to climate change to worker safety.

How have roofing products changed over the years in the residential sector (e.g., more focus on cost-efficiency, energy conservation, etc.)?

First, residential roofing products today are generally more durable and more user-friendly than ever before. Contractors and their customers also have product options than ever before. Roofing products have changed to meet demands for energy efficiency, for example by incorporating more reflective granules into asphalt shingles.

National Roofing Contractors Association

Do NRCA members typically maintain an online presence (e.g., a website)?

Virtually all NRCA members maintain and operate websites, as they understand the need for – and value of – online marketing opportunities. Consumers are increasingly looking on the Internet for information about roofing products – and about roofing contractors.

How does the NRCA encourage its members to have an active online presence?

The biggest motivator is that we are able to provide our members with leads. More than 50,000 consumers visit the NRCA website monthly, and most of them are looking to find contractors in their area. Consumers can then link to the member’s site for additional information.

What kind of resources and outreach does NRCA provide homeowners with?

NRCA maintains and active and comprehensive website, with some 30,000 pages of information, much of it developed specifically for homeowners. In addition, we regularly issue press releases to the consumer media, along with public service announcements, discussing the need to have roofs inspected regularly – by professional roofing contractors.

In addition, working with the Institute for Building and Home Safety, NRCA is offering a free online program to homeowners that discusses the need for using impact-resistant roofing materials, and how to find contractors who are familiar with installing them.

How long do you think the troubles in the roofing market will last?

I think we are in for a difficult 2010. Housing starts have probably reached their bottom, but they are still only 30 percent of the level they were just five years ago. Commercial construction activity has slowed dramatically, for a variety of reasons, most notably the tightening of credit markets. I expect to see demand begin to pick up again by 2011; there is some evidence now that pent-up demand for roof replacement will start to result in more work by then.

What should roofers do to outlast the tough times?

Four things:

1. Control costs, and be vigilant about it. Successful contractors are monitoring all of their expenses.
2. Stay in contact with their best customers. They are most likely having tough times, too.
3. Look for diversification opportunities. Some contractors in the northern climates do snow removal work in the winter, for example. Some residential contractors have entered the light commercial market, and vice versa.
4. Sell “green.” Homeowners and building owners want to do the right thing – which creates upselling opportunities for the roofing industry.