How CertainTeed is helping contractors stand out

By Jesse Sanchez. 

CertainTeed used IRE 2026 to showcase products, training and support designed to help contractors differentiate their businesses. 

At the 2026 International Roofing Expo (IRE) in Las Vegas, CertainTeed used its presence to emphasize a central message for contractors: standing out in today’s market requires more than just a strong product line. Across multiple live interviews from the show floor and The Coffee Shops™ sound stage, company leaders described the brand’s broader strategy built around product performance, contractor education and business support. 

That focus was evident throughout the booth, where CertainTeed highlighted both commercial and residential offerings aimed at helping contractors respond to shifting code requirements, weather demands and customer expectations. On the commercial side, District Sales Manager John Schultz pointed to CoolStar Ultra as one example of that approach. Designed around California energy code requirements, the low-slope product line offers high reflectivity along with fire-rated options. Emphasizing the performance benefits tied to evolving codes, John explained, “Title 31, Title 24, it says, ‘Hey, we’re requiring it. It’s by code to cool down the roof, to cool down the building, to make your energy costs cheaper.’” He also noted that contractors working on projects with both steep- and low-slope sections can use color-matched systems to create a more unified appearance while maintaining one warranty. 

On the residential side, Go-to-Market Manager Samantha Gillenwater highlighted three new Landmark Solaris colors developed with California compliance in mind. The products use solar-reflective granules to help keep roofs cooler, giving contractors another way to bring energy efficiency into conversations with homeowners without sacrificing curb appeal. Demonstrating both performance and aesthetics, Samantha said, “The solar reflective granules in them actually reflect the sun. So, they keep your roof a little bit cooler.” 

Still, the company’s message extended beyond individual products. Senior Product Manager James White said CertainTeed’s focus is on “resilience both at the component level and the system level,” pointing to the company’s six-part Integrity Roof System and newly launched wind warranty. In a separate interview, James also expressed the broader market demand driving those efforts, saying, “I think if I was to summarize what contractors are looking for, it’s really differentiation.” 

That same focus shaped the company’s contractor support strategy. Joe Thompson, senior manager of exterior products training, said the revamped Contractors Edge program remains rooted in education across residential roofing, commercial roofing, siding and solar. Joe shared, “Basically what we look at as we educate the individuals so the company can grow and be successful.” 

Watch the interviews to learn more about how CertainTeed is helping contractors differentiate through products, training and support!