Bringing innovative restoration solutions to Florida’s flat roofs

By Dani Sheehan. 

Fluid-applied systems offer a smart path forward to extend the life of a roof without a costly tear off. 

With record-breaking attendance at the 2025 Florida Roofing and Sheet Metal Contractors Association (FRSA) Annual Convention and Roofing Expo, roofing professionals gathered to explore the latest solutions for weathering Florida’s demanding climate. In a live interview during the show, Heidi J. Ellsworth sat down with Todd Farr, national sales manager for General Coating’s roof restoration division EVEROOF, to discuss insights on fluid-applied systems that are gaining traction across the state. 

“Roof restoration is hot, especially in Florida where it rains pretty much every day around 3 p.m.,” Todd said. “Our high solid silicone coating does excellent in this market – moisture-cured, seamless, energy efficient and fire resistant.” 

As insurance pressures continue to complicate roofing options, Todd emphasized the benefits of restoration for aging commercial roofs. He shared, “There’s always an ongoing battle with the insurance companies. It’s a very fluid environment. But a lot of our applications for flat roofs on shopping centers and hotels have not been affected. Roof restoration is still an excellent, economical solution to extend a roof’s life by 10,15, even 20 years.” 

EVEROOF encourages contractors to start with a thorough inspection to determine if the roof qualifies for a fluid-applied system. “How old is the roof? How many surfaces are on it?” Todd asked. “Then, get in touch with us or your manufacturer’s rep. We’re here to help guide you to the right system.” 

Building that manufacturer relationship is so important, not just for choosing the right system, but for ensuring it’s installed correctly. “We see roofs across the nation. We have the bandwidth and the know-how. We usually know pretty quickly what the best application is,” Todd explained. Similarly, your manufacturer rep often serves as an extension of your crew, offering site visits, product training and technical documentation to ensure the system performs as intended. With the right support, contractors can avoid costly missteps, improve installation efficiency and boost long-term customer satisfaction. Whether it’s understanding cure times, substrate requirements or warranty details, tapping into your manufacturer’s expertise is one of the smartest moves you can make on a restoration job.