Distributor's Corner March 2009: Green Is Gold in the Roofing Industry
by Earl Ward, President of NEMEON
A bunch of us distributor-types got together recently, to discuss the issues at hand, find new opportunities and share ideas and to grow our businesses. As you can imagine, the discussion soon turned to the economy and all agreed that in a declining market, you have to expand your horizon of products and therefore your opportunity to increase your revenue stream. The discussion soon turned to that buzzword, "GREEN".
Now, I must admit, I am kind of like Kermit the Frog. For me, it's not easy being green. Don't get me wrong, I do the responsible things like recycling and the like. Yet, when I see all this talk about green technologies, I tend to be on the skeptical side. Yet I also know that green is the color of money. Green has also become very popular with our politicians in Washington D.C. who are willing to throw billions green dollars toward green technologies. Federal tax credits are available to homeowners who incorporate ENERY STAR-rated products into their roofing project. So, although I don't aspire to all things green from a philosophical standpoint, I know an opportunity when I see it.
The green light bulb started going off in my head about the time I attended the International Roofing Expo in early February. Those of you who attended can attest that the new fad in roofing is green technology. Everywhere I turned there was someone or something "green" to look at. Along with green roofs, there was solar technology ranging from solar shingles to roof mounted solar units. Reflective products were also everywhere from granules for shingles that reflect most of the sun's rays to reflective coatings and membranes. ENERGY STAR and LEED qualified products were everywhere. Roofing products made of recycled materials, recyclable roofing products and sustainable roofing products that don't have to be replaced anytime soon were all the rage. Energy-efficient insulations were popular items. I left the show with a clear understanding that the roofing industry is embracing being green.
From a distributor's point of view, it starts to become easier to be green. Green is popular, green is selling, green has Washington D.C. approval and I must admit that green is good for the environment. So, at our distributors gathering, we started to take a hard look at green opportunities. We are working closely with the manufacturers to become green experts in areas such as green roofs, solar technologies, sustainable roofing products, insulations and ENERGY STAR products.
By focusing on new and emerging "green" opportunities, we are not just hopping on the band wagon; we are finding new revenue opportunities not only for us but for our customers. Let's face it - the economy is not going to do us any favors any time soon. Let's look at the new opportunities 'green' brings to the roofing industry.
Those that embrace green will benefit from increased opportunities to grow our businesses. The manufacturers and distributors in the roofing business have gone green. Green is good, green is popular, green is here to stay and green could be the next gold in the roofing industry.
Earl Ward is a 28 year veteran of the roofing industry primarily, in distribution and most recently as owner/managing partner of a roofing and siding distribution company in Minneapolis, MN. Mr. Ward is President of NEMEON, Inc. a cooperative consisting of 169 independent roofing and siding distributors spread across the United States and Canada.
