Expert Conversations
Two industry-wide business problems
By Emma Peterson. Roofing veteran Ken Kelly shares the most common issues he sees limiting contractors’ growth. In a recent episode of People Make Roofing, Luke McCormack of Roofing Talent America and The Coffee Shops™’ own Heidi J. Ellsworth interviewed industry veteran Ken Kelly. Ken got his start in ...
Before you try that new marketing trend, do this first
By Jenny Yu. gFour Marketing’s Felipe Ros explains why roofing contractors should strengthen foundational marketing systems in a rapidly changing marketing landscape. In a recent episode of Roofing Road Trips®, Heidi J. Ellsworth sat down with Felipe Ros, president of gFour Marketing, to explore how roofing contractors can drive revenue ...
Focusing on fire-resistance
By Jenny Yu. RICOWI’s Spring 2026 event will deliver critical insights into fire testing, industry standards and mitigation strategies. In a recent episode of Roofing Road Trips®, Megan Ellsworth spoke with Jordan Loudon, executive director of RICOWI Inc. (Roofing Industry Committee on Weather Issues), and Al Janni, chairperson of ...
How roofing-specific software supports a profitable service lifecycle
By Jesse Sanchez. Learn how contractors use structured workflows to turn service and maintenance into a consistent profit center. Service and maintenance have evolved from reactive responses into strategic drivers of long-term profitability. However, contractors say that shift only works when the systems behind it reflect how roofing actually operates. ...
Rethinking fluid-applied systems
By Emma Peterson. Western Colloid’s Greg Hlavaty explains why it’s time to think about fluid-applied systems as membranes. Fluid-applied roof coating systems have long been compared to traditional membrane systems. However, as fluid-applied grows more popular for its efficient application, durability and versatility, there has been a push for ...
Navigating a new world of technology
By Emma Peterson. Kevin Fox dives into the new world AI has heralded in and how we can use this tool effectively in business settings. From social media trends and Superbowl ads, AI has become a part of our everyday life, for better or worse. The roofing world is no ...
The power of panelization
By Emma Peterson. How offsite fabrication is streamlining construction timelines and reducing on‑site challenges. In a new episode of Roofing Road Trips®, Karen Edwards sat down with Dan Ozuna of Tremco CPG to talk about the growing momentum behind panelized exterior wall assemblies. Dan is the vice president of panel ...
More than just a job
By Emma Peterson. Ashley and Josh Moss share how mentorship, community and connection shaped their paths to MRS Roof Pros. If you asked people what the best part of the roofing industry is, you might get answers like craftsmanship, contributing to the built environment or giving homeowners peace of ...
Turning strategy into daily action
By Jesse Sanchez How contractors can close the gap between smart planning and real-world applications as they prepare for the year ahead. As contractors look into 2026, planning is already underway. Budgets have been reviewed. Technology has been purchased. Processes have been outlined. The harder question now is not what ...
How AI is reshaping roofing outreach
By Jesse Sanchez. Find out how roof-condition imagery and data collection can refine outreach efforts. Roofing contractors have no shortage of marketing tools. They can invest in digital ads, purchase mailing lists and saturate neighborhoods with postcards. With more channels available than ever, contractors now have greater opportunity to ...
