By Alex Tolle.

The roofing community came together for a day of golf, remembrance and support for people seeking addiction treatment.

Project Map It’s Swing Fore Recovery golf tournament brought the roofing industry together in Phoenix, Maryland, raising $30,500 for Roofers in Recovery. The event combined fundraising, fellowship and remembrance, demonstrating the impact industry members can make when they rally around an important cause.

The tournament has continued to build momentum since 2024, when Project Map It’s Baltimore event raised more than $12,000 for Roofers in Recovery. With two additional tournaments added that year, the Swing Fore Recovery events raised a combined $30,000 for the cause. Now in its fourth year, the Swing Fore Recovery Tour Series has raised close to $146,000, with one tournament still remaining this year.

For Stephen Spence of Project Map It, this year’s tournament represented another important step forward. “Overwhelming. That’s probably the best word I can use to describe yesterday,” Stephen wrote in a LinkedIn post. “Swing Fore Recovery took place in Phoenix, Maryland, and this year was our most successful tournament yet. Together, we raised more than $30,000 for Roofers in Recovery.”

The gathering also honored Michael Ippoliti, an industry friend who was recently lost after a battle with addiction. Remembering Michael made the tournament especially personal for those who knew him. Paul Reed, co-founder of Roofers in Recovery, traveled from Colorado to share the organization’s mission with golfers. He explained that the funds raised will help three people access treatment. After more than five hours of golf, many attendees stayed to hear Paul speak about his own experience with addiction and the story behind how Roofers in Recovery came to life. His deeply personal message became one of the most powerful moments of the day and brought home exactly why the work of Roofers in Recovery, and the support of the roofing community, matters.

That support addresses a serious challenge facing roofing and construction professionals. Long hours, physically demanding work, high-risk environments and jobsite isolation can contribute to burnout and other mental health concerns. Roofers in Recovery’s Mental Health and Wellness Protocol is designed to raise awareness, encourage early intervention, provide ongoing support, reduce workplace risks and promote a culture of care. The organization also supports contractors through detox, treatment and continuing recovery resources.

CertainTeed returned as the title sponsor of Swing Fore Recovery for the fourth consecutive year, continuing its support beyond sponsorship alone. Members of the CertainTeed team traveled to the event and volunteered throughout the day, helping sell raffle tickets, run the putting contest, deliver food and support other aspects of the tournament. Project Map It team members also traveled in to help run the event, demonstrating the hands-on industry support that has helped Swing Fore Recovery continue to grow.

This year’s event also expanded beyond the golf course with the addition of a dinner for contractors and vendors the night before the tournament, sponsored by Ring Digital. The new gathering offered another opportunity for the industry to come together in support of the cause and reflected the continued growth of Swing Fore Recovery.

Volunteers from Project Map It and CertainTeed joined sponsors, golfers, friends and industry partners in making the event possible. RoofersCoffeeShop® was honored to support Swing Fore Recovery as a sponsor and proud partner of Roofers in Recovery.

More than a golf tournament, Swing Fore Recovery demonstrates how the roofing community can help break the stigma surrounding addiction and connect people with life-changing resources.

Learn more about Swing Fore Recovery and its support for Roofers in Recovery.

By The Coffee Shops®.

Contractors can strengthen the trust signals that help homeowners and AI tools find, verify and choose them.

Instead of relying only on a familiar list of search results, homeowners are increasingly asking AI for direct recommendations. The question for contractors is no longer only whether they rank. It is whether AI systems can find enough clear, credible evidence to include them in an answer. 

In an upcoming RLW webinar, Karol Weyman meets with Stephen Spence of Project Map It to discuss a major shift in how homeowners search for contractors.

The conversation will break down the relationship between traditional search engine optimization and generative engine optimization. SEO remains the foundation, but GEO adds a new layer: helping AI tools understand who a contractor is, what services the business provides, where it works and why it can be trusted. Consistent business information, verified and current reviews, third-party mentions, detailed service information and visible examples of completed work all contribute to that picture.

Project Map It helps contractors organize completed projects into public proof through project locations, photos, video and reviews. Stephen will explain how past jobs can become useful, AI-readable content rather than sitting unseen in a camera roll or project folder. He will also discuss how public profile pages and embedded project maps can connect listings, customer feedback and real examples of work, giving homeowners stronger neighborhood-level evidence as they compare contractors.

Attendees will learn practical ways to check their current AI visibility by asking the same questions a homeowner might ask, reviewing the businesses and sources that appear and monitoring changes alongside website traffic and leads. The discussion will also cover a focused starting checklist: clean up business information across listings, make review collection part of every job, consistently capture project photos and video and assign clear ownership for keeping that proof current.

If homeowners are already asking AI who to hire, contractors need to make sure their best work can be found and understood. This RLW offers a practical look at how to turn everyday project activity into the credibility signals that support visibility, trust and new business.

Register for “Homeowners are asking AI who to hire. Make it you.” and begin building the digital proof that can help make your company the answer homeowners find.

By Jesse Sanchez. 

Project Map It supports National Women in Roofing to help expand leadership, professional development and opportunity across the industry. 

The future of roofing depends on creating space for more perspectives, stronger leadership and broader career opportunities. For Project Map It (PMI), supporting National Women in Roofing (NWIR) is one way to help build an industry where more people can contribute, grow and lead. 

NWIR works to empower women in roofing while supporting career development, professional connections and industrywide professionalism. PMI’s commitment to that mission extends beyond organizational membership. Team members of all genders participate in NWIR, with some contributing through local chapters, national initiatives and specialized councils. 

That active involvement is important because meaningful progress requires participation. NWIR’s council structure gives members opportunities to network, develop leadership skills and support one another at both local and national levels. 

Women continue to make an impact throughout roofing, including in operations, project management, sales, administration, marketing, leadership and field support. Welcoming more professionals into those roles can strengthen teams, improve communication, broaden leadership perspectives and create new opportunities for future generations. 

NWIR also provides practical resources designed to support long-term career growth. Its membership benefits include mentoring, education, training, networking, leadership development and access to local and national events. These programs can help the roofing industry attract talent, strengthen its workforce and continue raising standards of professionalism. 

For PMI, supporting NWIR also reflects the company’s approach to its customers and employees. Businesses that invest in people, leadership and development are often equally committed to communication, accountability and customer experience. PMI wants talented professionals to have opportunities to build meaningful careers, continue learning and take pride in their work. 

As NWIR marks its 10-year anniversary in 2026, PMI is proud to support the organization’s continued efforts to open doors, build connections and elevate the professionals shaping roofing’s future. 

Learn more about National Women in Roofing and how to get involved!

By Project Map It. 

Structured project content can help roofing and remodeling companies improve visibility as homeowners increasingly use AI-powered tools to research contractors. 

For years, Project Map It has helped roofing and remodeling companies strengthen their digital presence as contractors have relied on traditional search engine optimization (SEO) strategies such as keywords, backlinks and location signals to improve their Google rankings. Those fundamentals still matter, but the rise of AI-powered search has introduced another consideration: generative engine optimization (GEO). 

While traditional SEO helps webpages appear in search results, GEO focuses on helping content surface within AI-generated answers. Instead of presenting only a list of links, AI systems can combine information from several sources to answer homeowners’ questions about contractors, materials and home improvement projects. 

This shift means contractors must optimize for more than rankings. Clear, structured and specific information can help AI systems understand a company’s expertise. Detailed project descriptions, documented results and geographic context provide more useful information than broad marketing claims. 

Project documentation is central to this approach. Photos alone may offer limited context, but descriptions that include the project location, materials used and scope of work can turn completed jobs into searchable digital assets. Consistently documenting projects can support traditional search visibility while giving AI platforms more information to interpret. 

Producing that content for every job, however, can be time-consuming. AI-assisted tools can help contractors transform basic project details into structured, location-aware summaries without requiring teams to start each description from scratch. 

Project Map It uses AI-driven capabilities to automate repetitive marketing tasks, including generating search-optimized project descriptions from job information. This allows contractors to document more completed work while building a digital portfolio that homeowners, search engines and AI tools can more easily understand. 

AI optimization is not intended to replace contractors’ experience. Its value comes from amplifying authentic, real-world work. Companies that pair strong local SEO practices with detailed project documentation and responsible automation will be better positioned as search continues to evolve. 

Learn more about how Project Map It can help contractors turn completed projects into searchable, trust-building marketing content!

By Jenny Yu. 

Through meetings, fundraising and education, Roofers in Recovery brings resources and a community of support directly to roofing professionals. 

Mental health and addiction remain challenging topics in many trades, including roofing. Organizations like Roofers in Recovery are working to change that by creating support networks, hosting recovery meetings and encouraging open conversations across the industry. One such conversation took place in this episode of Roofing Road Trips^®, where Alex Tolle from The Coffee Shops™ sat down with a panel of industry leaders to discuss how the initiative is helping roofing professionals find community and resources. 

An example of the organization’s work making a difference is its presence at large trade shows. “The reason we started having meetings was that there is pretty heavy drinking and partying that goes on at these trade shows. And there is a large group that's also sober or trying to get sober,” shared Paul Reed, co-founder of Roofers in Recovery. “Part of being sober, getting sober is actually finding your community and finding your people. We've always made sure that people know that we're there.”  

The group’s work also extends beyond conferences. Through partnerships and fundraising initiatives like the Swing Fore Recovery golf tournaments organized by Stephen Spence, co-owner of Project Map It, the industry is helping raise awareness and financial support for recovery programs. 

Stephen noted that visiting Roofers in Recovery’s Hope in the Valley rehabilitation center, a rehabilitation center serving individuals struggling with addiction, made a lasting impression. “One of the most powerful things in my life was when Paul and Kim flew me out to see Hope in the Valley,” Stephen said. “After interviewing everyone and walking out, I was just standing there bawling. It was every emotion you could think of. Paul just gave me a big bear hug and said, ‘It’s okay, man.’ It’s a day I will never forget.” 

For Kim Reed, another co-founder of Roofers in Recovery, the most meaningful part comes from seeing lives fully transformed through recovery. “People come into our center with absolutely nothing, no hope,” she shared. “Seeing them graduate from our program and then go out into society, get jobs, thrive and break the chains of addiction with their family is so impactful.” 

Paul emphasized that addressing addiction and mental health requires breaking long-standing stigmas within the trades. “Most of the time, the drinking or the drugging is usually just a symptom of actually what's going on with most people,” he said. “It's so important to keep getting the word out to let people know that it's okay. I get it. Me too.” 

Read the previous article in this series, Listen to the podcast or Watch the conversation to learn more about Roofers in Recovery’s programs and mission.

By Jesse Sanchez. 

Learn how showcasing completed roofing jobs strengthens local search visibility and builds homeowner trust. 

Search engine optimization (SEO) for roofing companies has evolved beyond keywords, service pages and reviews, placing increasing importance on verifiable, real-world proof. Companies like Project Map It note that in competitive local markets, visibility is no longer driven solely by technical optimization; it now depends on a contractor’s ability to demonstrate active work within the communities they serve. 

That shift is closely tied to how homeowners search. Most roofing inquiries are both local and urgent, with property owners actively evaluating options rather than browsing casually. As a result, search engines prioritize results that show clear geographic relevance. Roofing companies that present completed projects tied to specific locations tend to generate stronger engagement signals, which can improve both map visibility and organic search performance. 

This dynamic also shapes homeowner behavior. When prospective customers see nearby projects, it answers a critical question early in the decision-making process; whether a contractor has direct experience in their area. That immediate validation builds confidence before any interaction occurs, increasing the likelihood that a homeowner will take the next step. 

In contrast, traditional service-area pages have become less effective. Templated content that simply lists cities without supporting evidence often fails to differentiate in search results or resonate with users. Without tangible examples of completed work, these pages offer limited credibility and minimal engagement value. 

A more effective approach centers on documenting completed roofing jobs. Project photos and concise descriptions create dynamic, location-specific content that reinforces service areas while encouraging users to explore further. Increased engagement through scrolling, clicking and time on page, sends positive signals that support broader SEO performance. 

Over time, this strategy delivers benefits beyond rankings alone. Each completed project becomes a long-term digital asset, strengthening local visibility, improving conversion rates and reducing reliance on paid advertising. In an industry where trust underpins every transaction, showcasing real work connects search visibility with homeowner confidence, turning interest into action. 

Learn more about how showcasing real roofing projects strengthens local search visibility, builds homeowner trust and turns online engagement into qualified leads!

By Heidi J. Ellsworth.

Share your work, build your brand and celebrate roofing craftsmanship. 

Roofing contractors take pride in the craftsmanship, detail and durability that go into every roof installation. Now there is an opportunity to share that work with the entire industry. The CertainTeed Roof Showcase Photo Contest, sponsored by Project Map It and CertainTeed and hosted by RoofersCoffeeShop®, invites contractors to submit photos of their completed CertainTeed roofing projects for a chance to be featured, recognized and win prizes. Contractors can submit their projects through the showcase page on RoofersCoffeeShop where their work will become part of a growing gallery celebrating roofing craftsmanship across the country. 

Every roof tells a story of teamwork, skill and pride in the finished product. By submitting photos to the CertainTeed Roof Showcase, contractors have the opportunity to display their work to a broad industry audience. The gallery highlights real installations from roofing professionals across the country and demonstrates the quality, beauty and versatility of CertainTeed roofing systems. It also puts the spotlight on the contractors behind the work, showcasing their expertise and attention to detail. 

Participating in the photo contest also provides valuable marketing exposure. Submitted photos may be featured in the RoofersCoffeeShop CertainTeed Roofing Showcase gallery at as well as in newsletters and social media channels. For contractors looking to expand their visibility and reinforce their reputation for quality work, this type of industry exposure can be incredibly valuable. It also provides great visual content contractors can share with customers and prospects. 

In addition to the recognition and exposure, the contest adds a fun incentive. Contractors who submit photos are automatically entered for a chance to win prizes including a RoofersCoffeeShop Box of Love. Three winners are selected each quarter from the submissions, giving contractors multiple opportunities throughout the year to participate and win while celebrating great roofing work. 

The contest is sponsored by Project Map It, a platform designed to help contractors showcase their completed projects online and build trust with homeowners and building owners. By sharing project photos and real-world installations, contractors strengthen their digital presence and provide visual proof of their craftsmanship. In today’s online environment where customers often research contractors before making a decision, strong project imagery and documented work can make a significant difference in building credibility. Learn more about Project Map It in their RoofersCoffeeShop Directory 

Another benefit of the showcase is the inspiration it provides across the industry. Seeing projects from contractors around the country allows roofing professionals to explore different design ideas, architectural styles and color combinations using CertainTeed products. The gallery becomes a source of ideas while also celebrating the professionalism and pride that defines the roofing industry. 

Submitting photos is simple. Contractors upload images of their completed CertainTeed roofing projects, provide some basic information about the installation and allow the images to be shared through the gallery and RoofersCoffeeShop platforms. Whether it is a beautiful residential reroof, a complex architectural design or a large commercial installation, every project represents the craftsmanship and dedication of the roofing professionals who installed it. 

If you have a CertainTeed roof you are proud of, now is the perfect time to share it with the industry. Submit your photos, celebrate your work and join contractors across the country who are showcasing the best of roofing through the CertainTeed Roof Showcase Photo Contest. 

By Karen Edwards. 

It was a fabulous day of learning, networking and community.  

RoofersCoffeeShop® recently had the privilege of attending the CertainTeed Business Builders Workshop at the iconic Caesars Superdome in New Orleans, held at the start of January. What an incredible experience it was — an immersive day dedicated to growth, education and meaningful industry connection. 

This exclusive, invitation only event gathered CertainTeed credentialed contractors from across the region for a full day of hands-on learning. Contractors had the chance to meet one-on-one with CertainTeed’s preferred vendor partners to explore services, tools and solutions designed to support their businesses. Alongside these conversations was an impressive schedule of educational sessions centered around high impact topics including AI, sales training and even podcasting, a session which was taught by myself along with RoofersCoffeeShop President & CEO, Heidi J. Ellsworth. 

Together, we guided contractors through the ways in which being a podcast guest can boost their brand’s visibility, how to find the right shows to participate in and what to consider when starting a podcast of their own — from equipment and platforms to publishing strategies. The room was energized, with plenty of great questions and lively discussions. 

Throughout the day, our team livestreamed from the RoofersCoffeeShop YouTube channel, interviewing vendor partners and contractors about the value of these learning opportunities. We even recorded two live Roofing Road Trips® podcast episodes from the Superdome field. The first episode featuring Stephen Spence from Project Map It and Antonio Brown from Roof Gecko, a contractor based in Baton Rouge, Louisiana.  

Be sure to visit the full playlist to hear from the contractors in attendance to learn why this event was so important for their businesses. Many regional contractors don’t always have the time or resources to attend larger national events like the International Roofing Expo, and events like CertainTeed’s Business Builders Workshop helps bridge that gap by bringing practical, high value training right to their local communities. 

And there’s good news: this wasn’t a one-time event. CertainTeed is hosting additional workshops every month through the spring of 2026, and RoofersCoffeeShop will be there at each one, bringing live videos and podcasts directly to the industry. Be sure to subscribe to our YouTube channel and ring the bell for notifications so you can catch every livestream!  

Overall, the CertainTeed Business Builders Workshop was an inspiring kickoff to 2026. Our team is excited to continue traveling to each event this year, sharing stories, insights and training with contractors across the country. Don’t miss out — tune in, follow along and see firsthand what makes these workshops such an impactful experience. 

By Jesse Sanchez. 

Golf events and trade show meetings connect roofing professionals with recovery support and workplace resources. 

Roofers in Recovery has launched fundraising initiatives that have received ample  support from community members across the roofing industry. On this episode of Roofing Road Trips®, host Alex Tolle sat down with Stephen Spence, co-owner of Project Map It, and Kimberly and Paul Reed of Roofers in Recovery to discuss the organization’s mission. The role of industry-led events in supporting recovery efforts for roofers and industry professionals is critical, and the need for open conversations around mental health and addiction within roofing workplaces is great. 

Paul traced the nonprofit’s start to his own personal story of recovery and the importance of combating the cost barrier that keeps many workers from getting the treatment they need. He shared, “I'm a person in long-term recovery myself. I just celebrated 18 years of recovery from a meth and alcohol addiction.” Paul recalled supporters who “scraped together literally $30,000 to put me into rehab 18 years ago,” which was a sacrifice that inspired him to make an effort to help others access care. 

Kim reported progress tied to the organization’s rehab program and services. “since we started the organization and actually started our rehab, we've been able to serve almost a thousand people, which means we've saved almost a thousand lives.” Kim added, “a lot of the folks that came from the roofing industry that we've put through recovery have seen about an 80 % recovery rate.” 

The guests described jobsite realities that often keep roofers from opening up about their  mental health and addiction;, even as physical strain, injuries and substance access intersect with their safety-sensitive work, many leave their troubles unspoken. Stephen captured the industry stigma directly, noting, “it's not like a bunch of roofers are on a roof and be like, ‘hey, John, I suffer from depression.’ Or, ‘hey, hey, Stephen, I have a cocaine problem.;” 

Trade shows can further heighten pressure, particularly in party-centric destinations, increasing the need for peer support and visible resources. To counter that silence, organizers are expanding meetings and workplace toolkits designed to normalize ongoing conversations.. 

Together, the conversation participants framed Roofers in Recovery as both a support network and a catalyst for cultural change within the industry. That momentum is translating into measurable impact, with the recent Swing for Recovery events generating $18,129 in support, nearly $6,000 more than the previous year, according to Stephen. By pairing fundraising growth with trade show meetings and employer resources, the organization is creating space for conversations roofing professionals have long avoided. The guests agreed that sustained visibility, consistent leadership engagement and accessible peer connections are essential to protecting workers, strengthening companies and embedding recovery support into the industry’s everyday fabric. 

Listen to the podcast or Watch the conversation to learn more about Roofers in Recovery and Swing for Recovery to support safer workplaces today! 

RCS Influencers En Español bring authentic voices and expertise to empower the Spanish-speaking roofing community. 

RoofersCoffeeShop®, the award-winning place where the industry meets for technology, information and everyday business, announces the 2026 RCS Influencers en Español.     

RoofersCoffeeShp is committed to highlighting the thought leadership of our Spanish-speaking industry leaders through the RCS Influencers en Español program. Each month, these influencers share their expertise through interviews, videos and articles that address the most pressing issues in the industry. From contractors to associations to service providers, they represent every corner of the industry, offering insights that help bridge knowledge, resources and opportunities for Spanish-speaking professionals. Their contributions are showcased in the dedicated RCS Español Influencers section, ensuring their perspectives reach the broader roofing community. 

“We are proud to highlight the voices of our RCS Influencers en Español,” said Heidi J. Ellsworth, president of The Coffee Shops. “Their stories and expertise showcase the value of inclusion in the trades. We are all one community celebrating every culture within.  It is our privilege to bring all voices to The Coffee Shops and in turn to the roofing industry.”   

We are excited to announce the 2026 RCS Influencers en Español: 

1. Julissa Chavez – SRS Distribution 
2. Octavio Vázquez – Owens Corning 
3. Lorna Rojas – Tremco 
4. Monica Vornbrock – The Glo Group 
5. Moises Morales – SRS MVP 
6. Amparo Sancen – Sancen Contracting and Latinos En Roofing 
7. Teresa Ramírez – Southeast Contracting Services 
8. Chris Navarros – National Roofing Contractors Association (NRCA) 
9. Perla Arias – Project Map It 
10. Krissia Guillen – Labor Central 
11. Mike Monterroso – SRS MVP 
12. Carlos Rodriguez – Mr. Roofing 
13. Ana Maria Pulido – CertainTeed  
14. Alan Lopez – GAF  
15. Reyna Mora – HB Fuller/GSSI 

Find more information on the 2026 RCS Influencers en Español. 

About RoofersCoffeeShop 

As an award-winning website and online community, RoofersCoffeeShop is committed to being a roofing professional advocate by supplying consistent information, education and communication avenues for all roofing professionals, and especially contractors, while promoting the positive growth, education and success of the roofing industry overall. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and the overall roofing trade. From the rooftop to the board room, RoofersCoffeeShop.com is “Where the Industry Meets!” For more information, visit www.rooferscoffeeshop.com. 

About RoofersCoffeeShop En Español 

RoofersCoffeeShop has expanded its Spanish offerings with a dedicated en Español section. Sponsored by SRS Distribution Para Latinos, this resource was first launched in 2018 to provide Spanish-speaking roofing professionals with relevant content, community and recognition. Today, it features articles, podcasts, project profiles and more, all developed by Spanish-language writers and hosts to ensure content is timely and meaningful. RoofersCoffeeShop en Español is a central hub for Spanish-speaking members of the roofing industry to learn, grow and thrive. For more information, visit www.rooferscoffeeshop.com/en-espanol.