Marketing Green Roofs

RCS Influencer Will Lorenz says green roofs extend longevity.

Editor's note: The following is the transcript of a live interview with Will Lorenz of General Coatings. You can read the interview below, listen to the podcast or watch the recording.

Lauren White: Hello everyone. I'm Lauren White and I'm here with RoofersCoffeShop.com for our June influencer response with Will Lorenz with General Coatings. Will, it's nice to see you.

Will Lorenz: Hello Lauren, thank you. Always great to be here, part of RoofersCoffeeShop.

Lauren White: Yes, we love having you. So our June topic for our roofing influencers is sustainability, green roofs and market demand. And I think more specifically for this month, talking sustainability with architects and owners. So what are your insights on talking sustainability?

Will Lorenz: I I think first of all it's a great topic because the expectation of a building owner or an architect is that the structure lasts for a long time. And the expectation is that they get the performance out of that roof system and they'd like to do it in a way that they don't have to continually invest huge amounts of money to have to start over and and redo things. So they're looking for roof systems that can be cost effective, renewable, sustainable. They're looking for roof systems that like I would say, that are based upon spray foam roofing is a great choice because you put that foam roof down with the coating originally ,and then over the years you just come back and recoat it and do some minor repairs. And that's a very cost effective solution, and you keep the contents of of the building dry, you don't tear it off, you provide insulation and you've got a great solution that's sustainable.

Many other roof systems, the choice is when that membrane perhaps wears down, they have to sustain it by putting a coating on or they have to tear it off. And many times that tear off is very expensive and challenging for the building owner. The architects typically are looking for roof systems that are gonna last 20, 30, 50, 60 years now. The mark just keeps moving up. And so if you can put on a roof system that can go for 20 years and then you recoat it for another 15, and then another 15, and then perhaps another 15, that sounds like a pretty good solution and saves the environment. That roof doesn't go off and have to go to the landfill. And it's a great solution both for the building owners and and the architects because they can stand behind something that is responsible for the roofing industry to to to promote out there.

Lauren White: Yeah, absolutely. I think sustainability is such an important thing to be talking about and something that I think we're seeing more and more of in in the industry as a whole. So yeah.

Will Lorenz: All of us want to to get something and and get as much out of it as we can and and roofs are things that are designed to to last a long time and then if we can just find a way of using the right roofing systems that can be sustained or updated, upgraded with minor investments, that's a perfect solution. It addresses what the the building owner wants reliability.

Lauren White: Definitely. Well, thank you so much, Will, as always, for your insights. And for those of you listening, you can find more information about Will Lorenz and General Coatings on their directories in RoofersCoffeeShop.com. And Will, we will see you next month for our next influencer question.

Will Lorenz: Thank you very much, Lauren. We'll look forward to it.

Lauren White: Thank you.