Roofing through uncertainty

By The Coffee Shops™. 

Industry leaders share how contractors can adapt to economic pressures while building stronger customer relationships. 

During the National Roofing Contractors Association (NRCA) mid-year meetings in Chicago, industry leaders gathered for a Read Listen Watch® (RLW) webinar to discuss a topic many contractors are facing in 2026: economic uncertainty and its effect on roofing businesses. 

Moderator Heidi J. Ellsworth was joined by Wendy Marvin of Matrix Roofing and Home, Dean Curtis of Wagner Roofing Company and Fred Castonguay of Reworked.ai for a conversation about labor challenges, rising material costs, changing customer behavior and the increasing role of technology. 

While conditions vary by region, the panel agreed that many contractors are working harder to achieve the same results. Wendy pointed out that labor availability, pricing pressures and slowdowns in new construction have affected the market. Customers are taking longer to commit to major investments, making service and maintenance work increasingly important. 

As homeowners and building owners delay projects, the panel emphasized the value of education and long-term relationships. “Because we’ve always focused on building relationships and trust and earning business in the community by helping, I think that has really helped our company,” Wendy shared. Rather than focusing solely on roof replacements, contractors are exploring repair options, maintenance programs and phased approaches that help customers manage costs while protecting their properties. 

Technology was another key theme. Contractors today face a growing number of software and artificial intelligence offerings, which can feel overwhelming. Still, Fred encouraged contractors to stay engaged and informed rather than ignore emerging tools. Instead, he urged contractors to evaluate if a technology product fits their needs. “You could have the best product in the world, and it does so much and it’s priced perfectly. It just doesn’t match up with what I’m doing right now,” he said. 

The discussion repeatedly returned to relationships as the industry’s greatest strength. Whether helping homeowners understand maintenance requirements, navigating insurance concerns or evaluating technology investments, trust remains critical. Dean emphasized the lasting value of people-focused business practices, saying, “It is about the people and about how we adapt as people and bring on these technologies and continue to be able to service our customers no matter what is going on.” 

The panel closed with a reminder that despite economic headwinds, the core need for roofing services remains unchanged. As Fred put it, “The roofs are still aging.” 

Listen to or Watch the webinar to learn more about navigating economic uncertainty and technology adoption in the roofing industry.