Building stronger strategies for hail-prone markets

By Jesse Sanchez. 

TAMKO® leaders explain how contractors can help homeowners evaluate resilient roofing systems, warranties and long-term costs. 

As harsh weather conditions and natural disasters continue to regularly impact communities across the country, roofing contractors are being asked to help homeowners navigate more than immediate repairs. During this Read, Listen, Watch (RLW®) webinar, Brian Dunn, director of sales enablement at TAMKO®, and Jon Abernathy, director of contractor engagement, joined host Megan Ellsworth to discuss how resilient products, manufacturer-backed warranties and homeowner education can support stronger long-term decisions. 

The conversation examined changing insurance conditions and growing demand for impact-resistant roofing. Jon said, “Today we're starting to see that change and the homeowners actually becoming the customer.” That shift creates an opportunity for contractors to move beyond responding to insurance claims and instead guide homeowners through their options. Brian encouraged contractors to discuss a homeowner’s deductible, premium and history of storm exposure before comparing the initial and long-term costs of different roofing systems. 

That homeowner-focused approach also gives contractors a natural opening to introduce products designed for hail-prone markets. Released in early 2026, TAMKO’s HailGuard shingle features improvements to the fiberglass mat and a proprietary coating designed to increase flexibility and impact resistance. Brian said, “This is a totally new product.” 

To understand how those design changes could hold up beyond a single storm, TAMKO tests HailGuard beyond the Class 4 impact standard. Its additional evaluations include accelerated aging, ice projectiles and repeated impacts, along with testing for granule adhesion and ultraviolet erosion. Together, those measures help the company assess how the shingle may perform as it faces continued exposure over time. 

Still, selecting a resilient product is only one part of building a stronger roof and only one part of the conversation contractors can have with homeowners. Contractors can also explain the value of complete roofing systems, enhanced warranties and manufacturer-backed workmanship coverage. Jon said, “The first thing you do is [offer] what nobody else is doing. That is how you create distance between you and your competitor.” 

For contractors, staying competitive will require continued training, a stronger sales process and the ability to explain how premium roofing options may reduce disruption and repeated replacement costs over time. 

Listen to the podcast or Watch the Conversation to learn more about TAMKO’s products, contractor resources and upcoming training opportunities!