Por Alberto Torres.

En octubre, nuestros lectores exploraron estrategias para mejorar la productividad, proteger las ganancias y construir negocios más sólidos y sustentables dentro de la industria del roofing.

El crecimiento de una empresa no depende únicamente de conseguir más proyectos, sino también de cómo se administran los recursos, se toman decisiones y se mantiene la disciplina operativa. Durante octubre, estos temas captaron la atención de nuestros lectores y destacaron la importancia de fortalecer las operaciones diarias para alcanzar el éxito a largo plazo.

Uno de los temas que más sobresalió durante el mes fue la importancia de mantener la disciplina operativa. En el artículo Por qué la pérdida gradual de disciplina operativa cuesta más de lo que la mayoría de los contratistas imagina, John Kenney de Cotney Consulting Group explica cómo, en una industria donde cada minuto y cada recurso cuentan, mantener procesos organizados y expectativas claras puede marcar una gran diferencia. Las pequeñas desviaciones en las operaciones diarias pueden acumularse y afectar la productividad, los costos y la rentabilidad de una empresa.

La importancia de contar con una estrategia empresarial también despertó interés entre nuestros lectores. Andres Beltrán, fundador de Build Lead Win y conferencista de SRS Para Latinos, abordó este tema en El crecimiento sostenible no sucede por accidente. Andres nos recuerda que expandir un negocio requiere planificación, liderazgo y decisiones bien fundamentadas. Además, destaca que, más allá de aumentar las ventas, los contratistas deben desarrollar sistemas y equipos capaces de respaldar ese crecimiento sin comprometer la calidad de sus servicios.

En otro de los artículos escritos por John Kenney, se destacó la importancia de proteger las ganancias. En Las pequeñas decisiones que protegen los márgenes del roofing, John habla sobre cómo las decisiones cotidianas pueden influir en los resultados financieros de una empresa. Desde la administración de materiales hasta la coordinación de los equipos, prestar atención a los detalles puede ayudar a reducir gastos innecesarios y mantener la rentabilidad de cada proyecto.

Otro tema que llamo la atención de nuestros lectores fue la importancia de comenzar bien el día en el lugar de trabajo. En el artículo La primera hora en el lugar de trabajo predice cómo se desarrollará todo el proyecto, John Kenney nos explica cómo lo que sucede durante la primera hora puede marcar la diferencia en el resto de la jornada. También nos recuerda que una buena comunicación, tener los materiales listos y saber cuáles son las responsabilidades de cada trabajador ayudan a que los proyectos se desarrollen de manera más organizada, eficiente y segura

Finalmente, la sustentabilidad continúa ganando terreno en nuestra industria. Durante METALCON 2026, representantes de empresas y organizaciones como Central States, Metal Roofing Alliance (MRA), Westlake Royal Building Products y Sherwin-Williams Coil and Extrusion compartieron perspectivas sobre el valor a largo plazo de los sistemas de roofing de metal y su contribución a una construcción más sustentable. Algunas de las conversaciones se concentraron en características específicas que pueden influir en el desempeño ambiental, desde el contenido reciclado utilizado en los productos hasta la posibilidad de reciclar los materiales al final de su vida útil.

Octubre nos dejó una lección importante: el éxito en la industria del roofing se construye a través de decisiones inteligentes, una buena planificación y el compromiso de mejorar continuamente. Desde las operaciones diarias hasta la incorporación de nuevas soluciones, cada paso representa una oportunidad para fortalecer nuestros negocios.

5 – Posicionando el roofing de metal como una opción sustentable

4 – La primera hora en el lugar de trabajo predice cómo se desarrollará todo el proyecto

3 – Las pequeñas decisiones que protegen los márgenes del roofing

2 – El crecimiento sostenible no sucede por accidente

1 – Por qué la pérdida gradual de disciplina operativa cuesta más de lo que la mayoría de los contratistas imagina

By DaVinci Roofscapes.

Surpassing 33,000 squares installed, the Illinois and Wisconsin contractor shows how meeting customer demand for authentic looks, durability and reduced maintenance can expand composite roofing business.

For roofing contractors, a major installation milestone tells two stories: how much material a company has installed and why customers keep choosing it. For The Shake Guys, surpassing 33,000 squares of installed DaVinci® composite slate and shake roofing marks a significant achievement—and illustrates how answering customer needs has helped grow its composite roofing business.

DaVinci® Roofscapes, a division of Westlake Royal Building Products™, is recognizing The Shake Guys in 2026 as one of just four contractors nationwide honored for sustained product expertise and significant use of its roofing products. Since beginning DaVinci installations in 2017, the company has served homeowners, businesses and community landmarks throughout the greater Chicagoland suburbs and Wisconsin. Its experience offers fellow roofers a practical example of building a growing product category around the concerns property owners bring to the roof replacement conversation.

Customer needs drive the growth

The clearest measure of DaVinci’s growing role at The Shake Guys is its share of roof replacement projects. According to owner Chad Janisch, DaVinci products represented roughly 30% of the company’s roofing replacement business approximately three years ago. Two years ago, that share reached 40 percent. Today, it is nearly 50%. Chad anticipates it could soon reach 60% or 70%. A projection that underscores his confidence in continued customer demand for composite roofing products.

That growth has been especially notable among homeowners replacing aging cedar shake roofs. Chad relates that homeowners want to retain the character of their homes while addressing the maintenance and weather concerns that prompted replacement in the first place.

The Shake Guys has relied on DaVinci composite shake to bring those priorities together: a natural shake appearance, durability, reduced maintenance and enhanced weather resistance.

“From hail and high winds to heavy snow, driving rain and freeze-thaw cycles, our community needs roofing systems that combine proven performance with long-term beauty,” says Chad. “That is why we continue to recommend DaVinci composite roofing and why homeowners and commercial property owners trust The Shake Guys to install it correctly.”

A product story that addresses real concerns

For roofers discussing premium replacement options, The Shake Guys’ experience highlights the importance of connecting product features to the customer’s reasons for buying. DaVinci composite slate and shake tiles are manufactured from 100% virgin resin with UV and thermal stabilizers plus a fire retardant. They are engineered to provide the appearance of natural slate and hand-split shake without the maintenance concerns often associated with those materials.

DaVinci roofing products are Class A fire and Class 4 impact rated, resist insects, fungus, algae growth, fading, splitting and cracking and are backed by a Lifetime Limited Material Warranty. For customers facing demanding Midwest weather, those features give The Shake Guys specific benefits to discuss alongside appearance: impact resistance, long-term color stability and reduced maintenance. The conversation is not simply about changing roofing materials. It is about addressing the concerns that made a customer seek a new roof.

Projects put the customer benefits in context

The Shake Guys’ project portfolio shows how that approach applies across individual homes, complex estates and community-wide replacement needs. Each project presents a different buying decision, but the recurring priorities are familiar to roofing contractors: preserve the look, address aging or damaged materials and deliver a well-managed installation.

Award-winning estate replacement
The company earned a 2024 DaVinci Masterpiece Contractor Project of the Year Award for a lakeside estate in the Milwaukee, Wisconsin area. DaVinci Select Shake, custom copper finishes and a dozen dormer windows were central to a dramatic transformation. The project demonstrates how composite roofing can be part of a complex, high-end replacement where design detail matters alongside weather resistance.

Storm-damaged cedar in Wynstone
In North Barrington, Illinois, The Shake Guys helped Wynstone homeowners transition from storm-damaged cedar roofs to DaVinci composite shake. Judy Caminiti called her finished roof “incredible” and noted the realistic shake appearance. Neighbor Greg Rogus, whose cedar roof had been compromised by wind, hail and age, selected DaVinci Shake in a Tahoe blend for its appearance, warranty protection and long-term confidence. Both examples show how a replacement conversation can balance immediate roof concerns with what customers want from their next roofing system.

Design and guidance in Northfield
A Northfield, Illinois replacement paired DaVinci Shake with custom copper dormers, gable vents and standing seam accents. Homeowner Trent Mayberry credited The Shake Guys with guidance spanning assessment, estimates, insurance coordination, references and final installation. For contractors, the project illustrates how the experience surrounding a premium product matters as much as the material selection.

Appearance and maintenance at Riva Ridge HOA II
The 153-home community in Libertyville, Illinois, moved toward DaVinci Select Shake as aging cedar roofs required replacement. Maintaining the neighborhood’s cedar shake appearance while reducing long-term maintenance concerns was central to the decision. Association president Jack Chizek said Select Shake most resembled cedar shake roofs and later said The Shake Guys “completely skyrocketed past our expectations.” The project shows the relevance of composite shake when a community needs to consider both architectural consistency and ongoing upkeep.

A milestone built on a longstanding partnership

The 33,000-square achievement reflects years of putting DaVinci products to work for those varied customer needs. Michael Vaughn, director of sales with DaVinci Roofscapes, points to customer education as an important part of the partnership.

“Their experience, craftsmanship and commitment to educating property owners on the return-on-investment value of composite roofing have helped homeowners and commercial decision-makers choose composite slate and shake roofing that provides beauty, dependability, low maintenance and weather protection,” says Michael. “The 33,000-square cumulative installation milestone reached in 2026 reflects years of trust and a shared dedication to quality.”

The takeaway for roofing contractors

The Shake Guys’ milestone is more than a celebration of installation volume. It is a case study in growing the role of composite roofing by matching products to customer priorities. DaVinci’s expanding share of the company’s replacement projects shows how strongly that combination of authentic appearance, reduced maintenance and weather resistance is resonating with its customers.

“We understand that a premium roofing investment requires a premium installation experience,” says Chad. “Our goal is not simply to install a DaVinci roof, but to provide our customers with confidence that their roofing system will perform and protect their home for decades to come.”

For fellow roofers, that is the business-building message behind the recognition: understand what customers need from their next roof, explain how the product addresses those needs and make the installation experience part of the value. The Shake Guys has followed that approach since 2017 — and more than 33,000 squares later, DaVinci composite slate and shake remains a growing part of its business.

By Emma Peterson.

Knowledgeable manufacturer representatives can become invaluable partners for contractors looking for support.

In a new episode of Roofing Road Trips®, Megan Ellsworth got to sit down with Mitch Heitsch. Mitch is the director of sales for all roofing brands in the Westlake Royal Roofing Products portfolio for the state of Florida.

This means he oversees representative teams working on everything from Unified Steel’s stone-coated metal to DaVinci’s composite tile. Before Mitch took this position, he was actually the VP of sales for a large roofing company in Florida.

Mitch’s experience on both sides of the table, manufacturing as well as contracting, makes him the perfect person to talk to about the importance of a good sales representative. When we asked him what exactly a sales representative brings to the table, besides a product ordering catalog, he pointed to contractor education. Mitch explained, “Everything comes back to education. As a manufacturer sales rep, my job is about educating contractors so they can turn around and educate the homeowners and building owners.”

Having this type of partner and resource is especially important for contractors in areas like Florida where a wide variety of products are available and restrictions are in place. Mitch spoke from experience:

Having been on the other side, what I wanted out of a sales rep was a partner and a resource to help me navigate everything...Here in Florida, we have this whole breadth of roofing products, from concrete tile to stone coated metal and then there’s all the regulations, like Florida product approvals and Miami-Dade approvals. It was a lot to navigate and so, as a rep, my message is that I am a partner here, so they don’t have to navigate it all alone.

And education is just the start of how Mitch partners with his contractors. He also encourages and invites his contractors to join him at industry events, “I'm gonna give a shout out to my home builder association which is the Greater Orlando Builder Association (GOBA) as well as the Florida Roofing and Sheet Metal Contractors Association (FRSA). These associations create a great space for contractors to learn and keep up with everything going on. I recommend it to everyone.”

Overall, Mitch is just one of the many incredible sales representatives out there providing the education and information that contractors need to succeed. Because with every project that goes well, it’s a win for the whole industry.

Listen to the whole episode or Watch the recording to learn more about the role of sales representatives in the roofing industry.

By DaVinci Roofscapes.

Composite slate and shake roofing can help turn harsh mountain conditions into premium project opportunities.

From Colorado to West Virginia to North Carolina, mountain resort owners have a difficult roofing problem. They need roofs that protect high-value lodging properties. They also need roofs that look right in mountain settings. That combination creates a strong business opportunity for roofing contractors.

Composite slate and shake roofing gives contractors a way to lead that conversation. DaVinci® Roofscapes is one proven example of success. Its composite roof tiles are designed to deliver the look of natural slate or cedar shake with lower maintenance demands, Class A fire-rated performance and Class 4 impact resistance.

The oppportunity: Sell more than a roof

On mountain resort projects, contractors should not lead with “roof replacement.” Instead, lead with asset protection, guest experience and Total Cost of Ownership.

• Protect the property from wildfire-related risk.
• Address insurance concerns tied to aging cedar shake.
• Reduce callbacks caused by rot, curling, splitting, insects and algae.
• Preserve the luxury mountain look guests expect.
• Support long-term capital planning for owners and asset managers.

Why mountain resort roofs are different

DaVinci Roofscapes: A product story contractors can use

DaVinci composite slate and shake tiles are modeled from actual slate and hand-split shake. The goal is simple: natural-looking roofing without the common issues that come with natural materials.

Case study 1: Horizon Pass Lodge replaces cedar with composite dhake

At Horizon Pass Lodge in Bachelor Gulch, Colorado, the property owners faced a familiar mountain-property challenge. The existing real cedar shingles were still in fair condition. But they had become a fire liability. Insurance was also becoming harder to secure. The owners worked with Jamie Pappas, president of Borne Consulting, to develop the project scope and select a contractor. Based on previous composite roofing experience on Colorado’s western slope, Pappas recommended DaVinci Multi-Width Shake.

“There’s an Elk Track townhomes project I check up on every so often,” said Jamie. “It was done back in 2008. The composite roofing tiles look almost brand new. Our team believes the DaVinci Multi-Width Shake and slate tile product holds up the best in this snow country environment.”

• Arapahoe Roofing & Sheet Metal Inc. was selected for the 500-square reroof.
• The team installed DaVinci Multi-Width Shake in Tahoe.
• New copper gutters and downspouts complemented the Rocky Mountain setting.
• More than 10,000 Rocky Guard RG16 Snow Guards were installed in Dark Bronze.
• The team also added 1,700 linear feet of NoFlash III three-pipe aluminum snow fence systems above sensitive eave areas.
• The project was completed in 10 weeks.
• It earned DaVinci Masterpiece Contractor 2022 Project of the Year recognition.

Contractor takeaway: When real cedar becomes a fire and insurance concern, contractors can offer a composite shake solution that keeps the mountain look while improving the performance story.

TCO takeaway: The resort owner gains a durable, lower-maintenance roof system that supports insurability, guest-facing aesthetics and long-term capital planning.

Case study 2: Rusty Parrot Lodge and Spa rebuilds with resilience

When the Rusty Parrot Lodge and Spa in Jackson, Wyoming, burned to the ground in 2019, the rebuild needed to respect the character of the original property while improving resilience. After five years of work, the expanded rustic lodge reopened in 2024. Brandon Herbst, a partner with Rowland + Broughton Architecture and Interior Design, said Class A fire resistance was required for materials used in reconstruction. That made the DaVinci Roofscapes product a natural fit for the roofing discussion.

“The Rusty Parrot owners were also intrigued by the Class 4 impact resistant rating and resiliency of the composite shake tiles to handle the extreme weather conditions in Jackson,” said Brandon. The design team specified DaVinci Multi-Width Shake in the Mountain color blend. The goal was to blend into the rugged mountain setting while still acknowledging the lodge’s somewhat urban site.

Brandon continued, "The Rusty Parrot owners are excited about the composite shake product’s durability and minimal upkeep requirements. We feel the synthetic roofing provides a natural look that blends well with the building’s color palette and mountain setting.”

Contractor takeaway: On new construction and post-loss rebuilds, roofing contractors can help owners and architects select a system that supports fire resistance, impact resistance and design intent.

TCO takeaway: A premium composite shake roof helps protect the owner’s investment while reinforcing the property’s luxury mountain identity.

Composite roofing versus common mountain alternatives

How contractors can position the sale

• For ownership groups: “This is a way to replace aging cedar before it fails while addressing fire and insurance concerns.”
• For resort owners: “This roof helps protect the guest-facing mountain look while reducing future maintenance demands.”
• For architects: “DaVinci gives you a slate or shake look with product performance suited to harsh mountain environments.”
• For property managers: “The system helps resist the issues that create recurring service calls.”
• For developers: “This is a premium roofing choice that supports long-term ROI and Total Cost of Ownership.”

Quick contractor checklist

The bottom line

Mountain resort owners need roofs that do more than cover buildings. They need roofs that help protect people, property, brand value and long-term investment. For roofing contractors, that need creates a valuable business opportunity. A composite slate or shake system gives you a premium solution to discuss with owners, architects, developers and property managers. DaVinci Roofscapes offers one strong option with Class A fire-rated performance, Class 4 impact resistance, authentic mountain aesthetics, low maintenance benefits and warranty-backed value.

Ready to pursue more mountain resort work? Start by turning the roofing conversation into a business conversation. Show owners how the right roof can improve curb appeal, reduce risk, control maintenance demands and support a stronger Total Cost of Ownership story.

By Emma Peterson. 

Contractors from Greater American Roofing and Weatherguard, Inc. discuss why DaVinci products have become a go-to solution for their clients. 

In a new episode of Roofing Road Trips®, Megan Ellsworth sat down with Crystal Watterson, CFO of Greater American Roofing, and Trent Lovewell, VP of sales and operations at Weatherguard, Inc., to hear why their companies install DaVinci Roofscape’s composite roofing products.  

For Crystal and the team at Greater American Roofing, DaVinci composite roofs have been in their portfolio since 2021. And in the five years since they started installing DaVinci, they’ve seen a distinct shift in their clients towards using composite. Crystal explained, “If you had asked me in 2020 how many asphalt roofs we were doing, it would have been 95% of our work. And now looking at last year, I think I did five asphalt roofs total.”  

The reason Greater American Roofing’s clients are largely making this shift is simple – composite performs better for longer. Crystal shared some thoughts about this, saying, “The longevity is unmatched. We installed our first DaVinci roof in January 2021 and when I go back and look at it today, it looks just as beautiful today as it did the day that we put it on.” She went on, “And it’s not just that the roof has lasted that long, it’s also that it lasts long with low maintenance. I think out of all the products we offer, DaVinci is the lowest maintenance.”  

As for Trevor and Weatherguard, DaVinci has been one of their offerings since 2005. In that time, they’ve installed countless squares of DaVinci composite products. He shared, “We’ve installed composite on everything from million-dollar homes to pump houses for swimming pools.” And for the main reason Weatherguard has used DaVinci on all of these different projects over the years, Trevor cites that same longevity that Crystal mentioned, “We install other materials beside composite and nothing really compares to the longevity of composite.” 

Want to learn more about composite roofing? Listen to the whole episode or Watch the recording on YouTube.  

Westlake Royal Building Products joins US Tile® Clay Roofing Products and Newpoint™ Concrete Roof Tile under a single national brand name: US Tile® Concrete and Clay Roofing. The combined brand will allow for easier specification and sales for customers while maintaining the same trusted products, warranties and support.

Westlake Royal Building Products™ (Westlake Royal), a Westlake company (NYSE: WLK), has consolidated two of its roofing brands, US Tile® Clay Roofing Products and Newpoint™ Concrete Roof Tile, under one national brand name: US Tile® Concrete and Clay Roofing. Consolidating clay and concrete roofing products under a single portfolio reflects Westlake Royal’s continued investment in the category and simplifies how customers specify, source and work with tile roofing solutions while requiring no changes to products, warranties or customer support.

“By bringing together US Tile and Newpoint Concrete, Westlake Royal Building Products is strengthening our leadership in tile roofing and delivering a more connected, complete offering to the market,” said Dustin Kruger, vice president of roofing and stone for Westlake Royal Building Products’ stone and roofing solutions brands. “Our focus remains on durable, high-performance roofing solutions backed by reliable service and long-term partnership. Bringing concrete and clay together under US Tile allows us to support customers more effectively, today and into the future.” 

As the largest U.S.-based concrete and clay tile manufacturer in the roofing space, US Tile Concrete and Clay Roofing helps ensure long-term reliability and security, with a nationwide presence that enables the widest distribution in the industry. Product formulations and performance, manufacturing standards, warranties and support remain the same, and US Tile will continue to meet the unique needs of individual markets, including regional-inspired styles and colors, Cool Roof offerings and extreme weather-resistant materials and assemblies. 

“For Westlake Royal, tile roofing has never been about one material. It’s about a commitment to quality, made-in-the-USA roof systems that last longer, perform better and look more beautiful,” Kruger added. “That’s why we’ve brought together the expressive heritage of clay and the resilient strength of concrete under one name, one industry-leading portfolio and one simplified way of doing business.”

The US Tile Concrete and Clay Roofing portfolio includes:

Concrete Roof Tile: US Tile concrete roofing comes in High Barrel, Low Barrel, Slate and Shake styles in a range of colors, including Cool Roof options. The concrete tiles are engineered for long-term performance and are designed to help protect against fire, intense UV exposure and certain severe weather conditions when installed as part of a code-compliant roofing system. They offer natural resistance to rot, insects and come with a limited lifetime warranty.

Clay Roof Tile: US Tile clay roofing blends timeless beauty with unmatched performance. The tiles are Class A fire rated and available in options to meet rigorous hail ratings and resist freeze-thaw damage. The tiles are made with 59% recycled content and locally sourced materials and were the first to earn Cradle-to-Cradle Gold certification. A range of profiles and colors, including Cool Roof options, is available. 

In addition, Westlake Royal continues to offer its other roofing materials under their respective brand names: Unified Steel™ Metal Roofing, DaVinci® Roofscapes composite slate and shake roofing and Westlake Royal™ Roofing Components.

Learn more about US Tile Concrete and Clay Roofing on Westlake Royal’s website.

About Westlake Royal Roofing Solutions LLC 

Westlake Royal Roofing Solutions is a recognized national leader in durable and sustainable concrete, clay, composite and metal roofing systems and components. The company’s offerings include US Tile Concrete and Clay Roofing, a comprehensive portfolio of concrete and clay tile solutions known for lasting performance, distinctive beauty, sustainability and craftsmanship; DaVinci Roofscapes, beautiful and durable composite slate and shake roofing tiles; Unified Steel Metal Roofing, offering lightweight stone-coated steel and standing seam metal roofing solutions that combine the strength and durability of steel with versatile design options; and Westlake Royal Roofing Components, a full line of integrated roof components designed to deliver a higher standard of roof installation and performance.

About Westlake Royal Building Products

Westlake Royal Building Products USA Inc., a Westlake company (NYSE:WLK), is a leader throughout North America in the innovation, design and production of a broad and diverse range of exterior and interior building products, including Siding and Accessories, Trim and Mouldings, Roofing, Stone, Windows and Outdoor Living. Westlake Royal Building Products manufactures high quality, low maintenance products to meet the specifications and needs of building professionals, homeowners, architects, engineers and distributors, while providing stunning curb appeal with an unmatched array of colors, styles and accessories.

Por The Coffee Shops®. 

Expertos de la industria explorarán cómo el roofing de metal contribuye a la sustentabilidad, el valor a largo plazo y la resiliencia en la construcción residencial. 

La sustentabilidad es cada vez más importante para los propietarios de viviendas y profesionales de la construcción al evaluar diferentes opciones de roofing. El jueves 8 de octubre, en METALCON, Metal Roofing Alliance (MRA) presentará “Residential Metal Roofing – The Sustainable Choice”, una sesión enfocada en las ventajas ambientales, de desempeño y a largo plazo del roofing de metal. 

La sesión analizará cómo el roofing de metal puede ayudar a reducir el consumo de recursos, disminuir los costos durante su ciclo de vida y mejorar la eficiencia de los edificios. Los asistentes conocerán cómo características como el contenido reciclado, la reciclabilidad, la durabilidad, la larga vida útil y el desempeño de ahorro de energía contribuyen a la sustentabilidad general de un techo. 

La conversación también definirá qué es la sustentabilidad y por qué es importante para los propietarios de viviendas. Los presentadores abordarán características específicas del roofing que pueden influir en el desempeño ambiental, desde el contenido reciclado utilizado en los productos de roofing de metal hasta la posibilidad de reciclar el material al final de su vida útil. 

Más allá de los materiales, la sesión explorará los beneficios ambientales relacionados con el roofing de metal, incluyendo aplicaciones solares, captación de agua y posibles ahorros en los costos de calefacción y enfriamiento. Los speakers también explicarán cómo se desempeña el roofing de metal durante eventos climáticos extremos, como granizo, vientos fuertes y huracanes. 

El panel de presentadores reúne experiencia en los sectores de metales, roofing, manufactura, ventas y sustentabilidad. Los speakers incluyen a Melissa Dunson, vicepresidenta de ventas de Central States; Renee Ramey, directora ejecutiva de MRA; Brian Smallwood, marketing manager – construction de Steel Dynamics Inc.; Mitch Heitsch, director de ventas de Westlake Royal Building Products; y Lauren Rogers, global sustainability manager del equipo de Sherwin-Williams Coil and Extrusion. 

Los asistentes se llevarán recomendaciones prácticas para comunicar las ventajas sustentables del roofing de metal a propietarios de viviendas, desarrolladores, arquitectos, propietarios de edificios y facility managers. 

Asegúrate de agregar esta sesión a tu calendario para conocer cómo posicionar el roofing residencial de metal como una solución de construcción sustentable, duradera y de largo plazo. 

By The Coffee Shops®. 

Industry experts to explore how metal roofing supports sustainability, long-term value and resilience in residential construction. 

Sustainability is increasingly important when homeowners and construction professionals evaluate roofing options. On Thursday, October 8 at METALCON, the Metal Roofing Alliance (MRA) will present “Residential Metal Roofing – The Sustainable Choice,” a session focused on the environmental, performance and long-term advantages of metal roofing. 

The session will examine how metal roofing can help reduce resource consumption, lower lifecycle costs and improve building efficiency. Attendees will learn how attributes such as recycled content, recyclability, durability, longevity and energy-saving performance contribute to a roof’s overall sustainability. 

The discussion will also define sustainability and understand why it matters to homeowners. Presenters will address specific roofing characteristics that can affect environmental performance, from the recycled content used in metal roofing products to the material’s recyclability at the end of its service life. 

Beyond material considerations, the session will explore environmental benefits associated with metal roofing, including solar applications, water catchment and potential heating and cooling cost savings. Speakers will also cover how metal roofing performs during extreme weather events such as hail, high winds and hurricanes. 

The presenter lineup brings experience from across the metals, roofing, manufacturing, sales and sustainability sectors. Speakers include Melissa Dunson, vice president of sales at Central States; Renee Ramey, executive director of MRA; Brian Smallwood, marketing manager – construction for Steel Dynamics Inc.; Mitch Heitsch, director of sales at Westlake Royal Building Products; and Lauren Rogers, global sustainability manager for the Sherwin-Williams Coil and Extrusion team. 

Attendees will leave with practical guidance for communicating metal roofing’s sustainable advantages to homeowners, developers, architects, building owners and facility managers. 

Make sure to add this session to your calendar to learn about positioning residential metal roofing as a sustainable, durable and long-term building solution. 

By Emma Peterson.

Combining fire resistance, wind protection and lasting curb appeal, Unified Steel® provided an ideal solution for a homeowner living in a wildfire-prone region.

2025 did not kick off well for homeowner Tilo Martin and his neighbors. Tilo’s home sits in the Pacific Palisades – the part of California that saw a 23,700 acre fire devestate the area in January 2025. And Tilo was one of the lucky ones; his home was not one of the more than 6,800 structures damaged. But after that experience, he was not wanting to take any chances with future fires and hired Anaheim-based Western Roofing Systems to reroof his home (which previously featured a coated wood shake roof) with wildfire protection in mind.

When he got Tilo’s request, Todd Brugma, the project consultant at Western, pointed the homeowner towards Unified Steel’s stone-coated steel roofing solutions. Why this system? Stone-coated steel roofing systems come with a Class A fire rating and, when fastened properly, can withstand Category 5 hurricane-force winds. These are crucial protections when thinking about the conditions that emerged during the Pacific Palisades fire, as Tim Brown, a Unified Steel territory manager, explained:

When you experience a fire like what happened here in Pacific Palisades, what it comes with is a firestorm — it creates 100- to 110-mph winds. Conventional roofs in a 110-mph windstorm will start to lift. Embers are your enemy; if an ember can enter and get to the plywood underneath, that’s when a home burns. Unified Steel interlocks on all four sides; that’s what makes it so fire resistant.

The system that the Western team installed for Tilo also featured 3” of rigid polyiso insulation underneath, along with fire-rated peel-and-stick underlayment. The result? A durable home that should stand up to the elements, whether that’s a fire threat or heavy rainfall, for the next few decades. Tilo couldn’t be more pleased with the results, telling Westlake Roofing Products, “I like the [stone coated steel] roof because it blends in; it doesn’t stick out. It doesn’t look like a metal roof — it looks like a shingle roof. I think it’s a great option — the fire safety, the high wind rating, the [50-year] warranty and the look of it.”

Learn more about Unified Steel stone coated roofing!

By Emma Peterson.

When fire tested a California home, the stone-coated steel roof played a key role in keeping it standing.

In 2025, 471,207 acres of land in California burned in wildfires and over 23,700-acres of damaged lands from that total is attributed solely to the devastating Palisades fire. But not every home within those acres actually burned down; some structures were left standing while others collapsed around them. With the hard work of fire fighters and, in some cases, the right building materials, those buildings remained.

Sharon Barlow’s single-story ranch in Altadena was one such lucky building. And looking at the house in the aftermath, it seems like Sharon’s Unified Steel roof played a big role. When embers from the neighbor’s homes burning blew onto the stone-coated steel roof, the granules were scorched but didn’t light on fire (see the marks in the photo to the right!). This is the ultimate testament to the Unified Steel system’s Class A fire rating. And it’s that rating, in combination with some lucky wind shifts, the stucco walls and other fire-resistant exterior detailing that kept Sharon’s home standing.

Now, over a year later, Sharon is upgrading her home with more fire-resistant upgrades, including a new Unified Steel roof. JN Davis Roofing, the project contractor, told Westlake Royal Roofing Products that Sharon is far from the only homeowner in the California community making the move to stone-coated steel. As Robin Thomas, owner of JN Davis, put it:

We’ve been putting Unified Steel stone-coated steel roofs on for years...[Clients don’t] know that they have options out here. It’s not just an asphalt shingle or a tile roof. [We make a point to explain to them that] you can actually put metal roofs on and really protect your roofs from fire damage.

JN Davis operations manager Josh Smith added, “90% of the building plans I get sent to me now call for a metal roof. It’s what everyone wants. They just don’t know what kind of metal roof until we [tell] them about stone-coated steel.”

And the incredible fire resistance that helped save Sharon’s home last year is just one of the many benefits of installing stone-coated steel. Other benefits include a Class 4 hail impact resistance, the capacity to withstand Category 5 hurricane-force winds and a fully transferable 50-year limited warranty.

Learn more about Unified Steel and its benefits.