Roof replacement versus restoration: What makes sense at year 10?

By Roof Maxx.

The conversation most homeowners aren't having with their contractors, and why that needs to change.

It happens every day in the roofing industry: a homeowner calls to ask for help with a few cracked shingles. Or, maybe they're starting to notice granules building up in their gutters.

The roof itself is 10 or 12 years old at the most. There's plenty of life left in it, so the next four words they hear come as a complete shock: "You need a new roof."

Replacement jobs bring in revenue, but they're also overkill in cases like these. And we aren't serving our customers effectively by skipping over the conversation about restoration. 

Let's talk about why that needs to change.

The science nobody talks about

Between years seven and 10, most asphalt shingle roofs are already starting to show signs of volatilization. Once enough of the petrochemical oils in the asphalt core evaporate, the shingle itself becomes increasingly brittle and much more prone to damage.

Step out onto the roof to inspect it, and you'll feel the difference underfoot. Instead of feeling firm and even, every step will feel slightly uneven, crunchy or trigger granule loss as you walk. But everything is still in generally good condition, including the shingles themselves.

This is the window that most contractors miss entirely, and it's also when soy methyl ester based treatments are the most effective for rolling back the clock. You're essentially buying a homeowner years of improved performance for up to 80% less than a total replacement.

Why this matters for your business

Positioning restoration as an affordable alternative at this point solves the customer's problem at a much lower price point. Sometimes, a roofer's first instinct is to say that it feels like kicking the can down the road or bad business, but this isn't always the case.

Meeting customers where they are now, versus selling them something once and never interacting with them again, is how you build loyalty and satisfaction. It's also what motivates people to tell their friends, family and coworkers how hard you worked to meet their needs.

Of course, they're also much more likely to call you when they do need a replacement later on down the road. That's definitely good business!

So when you're in this situation, have the conversation. Give them the information they need to make the best possible decision. That's how you build relationships that last decades.