Working in a reshaped industry

By Emma Peterson. 

Live from the NRCA Midyear Meetings, roofing and technology leaders discuss the roofing trends, challenges and opportunities. 

Today’s economic market has been defined by instability, shortages and hesitant buying habits. To learn how to navigate a roofing industry that has been reshaped by these shifting customer behaviors and factors, Heidi J. Ellsworth will host Fred Castonguay, Wendy Marvin and Dean Jagusch for a Read Listen Watch® webinar live from the National Roofing Contractors Association’s midyear meetings (July 15, 2026) all about how they are using relationships, trust and engagement to keep their businesses competitive through the chaos.  

Meet the panel 

Fred is the cofounder of Reworked.ai, an AI-powered software that helps contractors “stop wasting money on poor-quality leads and start targeting opportunities that convert.” He is well-known for his strong leadership skills and solid track record of delivering high value returns.  

As for Wendy, she is the founder and CEO of Matrix Roof and Home in Vancouver, Washington. She founded the company in 2007 with the goal of making a roofing company people could trust and has grown the business into a highly respected home services brand. 

Dean, the final panelist, is the owner and CEO of Wagner Roofing Company in Washington D.C. His team specializes in “institutional, commercial and residential projects with an emphasis on historic restoration” and boasts a legacy of quality work that dates back to 1914. 

What this webinar dives into 

This webinar will be a great resource for contractors trying to position their businesses for long-term resilience and growth. Wendy and Dean offer front-line expertise in the unpredictability of working in the roofing industry today. They will not only highlight the operational and workforce pressures that are hitting contractors the hardest right now but also share insight into rethinking leads in relation to the growing hesitation in homeowners and building owners. And this RLW is about more than just identifying the issues. Fred will share how AI can help contractors like Wendy and Dean cut through the noise and navigate market shifts.  

Overall, if you are a contractor or roofing professional looking for an honest, real-world conversation at how to leverage technology and innovative strategies to generate better leads and grow beyond our current economic uncertainty.  

Want to join the conversation? Register to attend the RLW on July 15, 2026 at 11 a.m. PT (2 p.m. ET)!