General Coatings Manufacturing Corp.
Tackling tax code with Will Lorenz
By Emma Peterson. Diving into the changes made to Section 179 as outlined in the Internal Revenue Service’s Publication 946. In 2024, the Internal Revenue Service (IRS) published a document (946) titled “How To Depreciate Property.” The publication is important to note as it has a direct impact on roofing ...
Keeping crews productive year-round with roof restoration
By Dani Sheehan. Roof restoration systems let you extend your season, keep your business active and build momentum during colder months. When temperatures drop and the days get shorter, many roofing crews slow down or shut down completely. But for contractors who specialize in roof restorations, winter can actually be ...
State of Spray Foam 2025
In this Coffee Conversations®, Mark Graham, technical director for NRCA, and other industry experts break down the essentials of spray polyurethane foam (SPF) roofing, from how the system works to why it’s gaining ground in today’s market. Attendees will hear about the rapid growth of SPF capabilities, standout projects that ...
A new generation of buildings
By Dani Sheehan. From performance to profit, see why SPF roofing is the smart choice for meeting the demands of modern data centers. Driven by artificial intelligence (AI), cloud computing and the increasing need for secure digital storage, data centers are rising in cities and small towns across the U.S. ...
How the industry turns slowdowns into strength
By Dani Sheehan. Build lasting businesses when you focus on improving quality, invest in training and foster meaningful relationships. Uncertainty isn’t new in the roofing industry – interest rates fluctuate, homeowner spending tightens and project timelines shift. Even as customers become cautious and competitors focus on cutting costs, periods of ...
Navigating the different types of warranties
AskARoofer Expert Will Lorenz says the key to a successful roof is starting with certified contractors, approved materials and a solid warranty plan to ensure a watertight installation. Editor's note: The following is a transcript of a conversation between Alex Tolle and Will Lorenz of Western Colloid. You can Read the ...
Coffee Conversations LIVE From WRE 2025!
You won't want to miss this special Coffee Conversations, sponsored by General Coatings, coming to you LIVE from the Western Roofing Expo! Join us on day one of the show, Monday, September 29, 2025, at 2 p.m. P.T., as we meet with industry leaders and experts from the Western region ...
Turning uncertainty into an advantage
By Dani Sheehan. Learn how roof coatings can help you build trust and steady work in a volatile environment. Uncertainty has become the defining challenge for today’s roofing market. Building owners are weighing aging roofs against tightening budgets, while economic shifts make it difficult to plan major capital projects. Yet ...
The rise of resilient roofing
By Dani Sheehan. In a changing market where weather risk, insurance limitations and operational costs are all increasing, durable solutions are more important than ever. Today’s building owners are facing tougher decisions and tougher climates. Between rising insurance limitations, tightening budgets and increasingly extreme weather, the question they’re asking about ...
A federal issue that demands unity
By Dani Sheehan. The roofing industry cannot thrive without both a secure and sustainable workforce. Labor continues to be one of the roofing industry’s biggest challenges, and this year’s conversation is more important than ever. In a recent episode of Roofing Road Trips®, Heidi J. Ellsworth sat down with Will ...
