By Jenny Yu.  

The Malco Group highlights training and mentorship as essential to addressing the industry's labor shortage. 

Nobody in the industry gets to where they are alone, and with an ongoing labor shortage, participating in hands-on mentorship and training programs are more important than ever. In a recent episode of MetalCast™, Karen Edwards sat down with Jon Olson, MetalCoffeeShop® Influencer and learning and product training manager for The Malco Group, to discuss how training, mentorship and industry involvement can help bridge the talent gap. 

According to Jon, the challenge facing the trades is twofold: an aging workforce and fewer young people entering the industry with hands-on experience. “The industry is facing a major generational transition,” Jon stated. “Too many people are retiring for the number of people coming in.” 

To help address that challenge, Malco has invested heavily in workforce development initiatives. Through programs such as their Head of the Class Student Recognition Program, as well as partnerships with organizations like SkillsUSA and Building Talent Foundation, the company works to introduce students and aspiring trade professionals to rewarding careers in the skilled trades. “Training, in many ways, is the industry solution to try and bridge that gap between, ‘I'm just starting out,’ and ‘I'm a productive addition to the team,’” Jon explained. 

Beyond formal training, Jon emphasized the importance of mentorship and creating a culture of continuous learning, not only for those new to the industry but for everyone. He encourages contractors to adopt a mindset of “winning and learning,” where every challenge becomes an opportunity for growth.  

“Training doesn't need to be over-structured,” Jon said. “You need to embrace each opportunity you have through continuous improvement and other means to really allow people to learn in their own way.” 

As labor challenges continue across the construction sector, Jon believes contractors who embrace this type of culture while prioritizing training, mentorship and professional development will be best positioned to build stronger teams and long-term success. 

Listen to the full podcast or Watch the recording to learn more about workforce development, training and Malco's impact on the overall future of the skilled trades. 

By Emma Peterson. 

Angi’s co-founder stops by for a conversation about how contractors can build trust and generate leads in a digital world.  

Before the advent of the Internet, word of mouth was one of the best ways to find new business as hearing another person’s positive experience is key to building trust in a new client. And just because we have the Internet doesn’t mean that word of mouth and trust-building are no longer powerful, they just look a little different. To learn about how word of mouth operates in a digital era, Heidi J. Ellsworth sat down with Angie Hicks, co-founder of Angi, for an episode of Contractor Outlook™. 

Angi, formerly Angie’s List, was founded 30 years ago, prior to the advent of the Internet. At that point, it was a call-in service and newsletter. Angie explained, “You would call in and ask me something like, ‘Hey, do you have any plumber for me?’ And I would get their info and then call around the area and say, ‘I have someone who needs a plumber. Do you have a plumber that I can add to our list and we give them a review.’”  

This method helped a lot of contractors and homeowners, but the huge jump for Angi was when the Internet came around. Angie shared:  

It didn't change the purpose of our business, which was always about helping homeowners feel confident in the experts they are bringing into their home and trusting with their money, but it did change how we achieved that. Instead of relying on traditional word of mouth, where you might find a contractor because one person has hired them, Angi was able to become a resource for people where they can hire based on 20 people’s experiences that are available to read about online.  

This shift in Angi’s business operations showcases a larger change happening in the world of contractor marketing – the way word of mouth and trust-building happen are no longer in one-on-one conversations or interactions. Angie explained, “In the pre-Angi days, contractor lead generation was basically just putting an ad in the yellow pages and making sure your business started with an ‘A’ so it showed up first in phone books... Today, it’s grown beyond that. We have a whole new generation of homeowners coming up that grew up in a digital world and their expectations from an experience standpoint are different.”  

How is it different? People expect immediacy; they want to be able to go onto a site like Angi to see 20 reviews in one place, rather than asking individuals around town, or they want an instant estimate from a contractor and will look somewhere else if there is a three-day wait time. Trying to deliver on this can feel overwhelming for contractors, but just as technology has changed how homeowners operate, it has also changed how contractors can operate. Angie elaborated on this:  

We’ve grown Angi to include some tools that can help make your process more efficient and speedy. For example, we have messaging tools that allow you to set up a custom message to send if you are in the middle of a job and can’t respond to inquiries immediately. This is a great place to show who you are as a company, to tell the customer about your business’s story and really build trust by letting people get to know you. 

Because even though the way we go about it has changed, building that trust through word of mouth has always been and will always be at the heart of a successful contracting business. 

Listen to the newscast or Watch the recording to learn more!

Por Jessica Bravo.  

Lee el artículo para aprender cómo el marketing y la educación continua ayudan a fortalecer un negocio de roofing y mantenerse competitivo en la industria. 

En un episodio de La Voz de los Ruferos, Jessica Bravo conversó con Jason Jimenez, de Gasper Roofing, sobre la importancia de entender el marketing como una herramienta clave para hacer crecer una empresa de roofing de manera sostenible y competitiva. 

Durante la conversación, Jason explicó que “muchas compañías ven el marketing únicamente como publicidad, cuando en realidad se trata de construir una identidad sólida y aprender qué estrategias realmente funcionaban.” Parte de esa experiencia también la compartió meses antes un evento de SRS Distribution Para Latinos y CertainTeed, donde presentó ideas enfocadas en fortalecer la imagen y el posicionamiento de una empresa. 

Entre los puntos más importantes de sus presentaciones, destacó la importancia de elegir un nombre comercial corto, claro y profesional que no limitara el crecimiento del negocio. También habló sobre el valor de desarrollar una marca consistente y reconocible, además de cuidar elementos visuales como el logo y los uniformes, ya que ayudan a transmitir confianza y profesionalismo a los clientes. 

Además del marketing, la educación continua ha sido otro de los temas constantes en el trabajo de Jason. Durante un episodio grabado en vivo en el Business Builder Workshop en San Diego, habló de la importancia de seguir aprendiendo sobre marketing y crecimiento empresarial. Jason explicó que, "incluso con experiencia en el tema, siempre existe algo nuevo por aprender y alguien más en la sala que puede aportar nuevas ideas y perspectivas para fortalecer un negocio de roofing." 

A través de podcasts, presentaciones y talleres, Jason ha mantenido un mensaje constante sobre la importancia del marketing en la industria del roofing, compartiendo ideas sobre cómo convertir el marketing en un motor de crecimiento y desarrollar estrategias de roofing que sí funcionan. 

Escucha el episodio completo para descubrir cómo el marketing puede impulsar el crecimiento y fortalecer tu negocio de roofing.

By The Coffee Shops™. 

Experts discuss RCMA’s role in the industry and the value of contractor participation. 

In the field, contractors consistently navigate evolving codes, technical standards, product innovation and legislative changes. Staying competitive requires access to reliable education, industry advocacy and collaboration with peers across the market. For Chris Huettig and Cody Wilson, both active members of the Roof Coatings Manufacturers Association (RCMA), staying involved with associations is essential for maintaining a network of support. In a recent episode of CoatingsCast™, they discussed why RCMA expanded membership opportunities to contractors and how the organization is helping strengthen the coatings industry. 

From technical resources and regulatory guidance to networking and peer collaboration, here’s what you need to know about the value of joining RCMA.  

Q: Why did RCMA decide to open membership to roofing contractors? 

Chris Huettig, vice president of technical services and client relations at KARNAK, gave some context to this decision:  

We have a lot of knowledge within ourselves and we wanted to make sure that knowledge was being shared with coating applicators...And [to be the best resource] we need to have the voice of those in the field who are applying it every day, who are applying for the bids, who are putting the coating down and having to meet the certain building codes and expectations of that particular region, state, whatever it may be in our organization.  

Q: How does RCMA help contractors stay ahead of code changes and legislation affecting roof coatings? 

Chris elaborated:  

We have a couple of committees within RCMA [to keep our members up to date]. The first one is the Government Affairs Committee, and we have the Technical Affairs Committee. Government Affairs really deals with relevant information about government bodies, codes and regulatory impacts throughout the country that happen...We have a great technical director, Dr. Paroli, who is very involved in ASTM International.  

The Technical Affairs Committee provides technical application information, information for building owners and contractors. They deal a lot with changes or things in testing, fire codes, best practices, technical bulletin, etc. 

By bringing the industry together through RCMA, contractors gain access to centralized resources and up-to-date technical information that can help elevate application practices and strengthen coatings’ position as a trusted low-slope roofing solution. 

Q: Why is collaboration between contractors, manufacturers and suppliers so important in the coatings market right now? 

This collaboration is key to the future of the market as consumer interest in coatings continues to grow exponentially. Chris explained:  

We need a unified voice so we can all work together to promote and grow the coatings market... It's such a big, expanding field and it's blowing up. With more going on, we need more collaboration. 

Cody Wilson, president of Unicoat Industrial Roofing, added some thoughts from a contractor’s perspective: 

We wanted to have that voice like Chris mentioned as far as what's going on in the industry with manufacturers and the code changes and also the opportunity to meet with other contractors in a group setting where everybody can talk about what's going on...RCMA was the obvious choice for us as they have been up on the front lines trying to make sure that they're protecting our industry. 

As coatings continue to expand, manufacturers, suppliers and contractors need a shared forum where technical knowledge, field experience, regulatory concerns and peer insights can come together to strengthen the industry’s collective voice. 

Q: How can contractors benefit from joining an industry association like RCMA? 

According to Cody, joining RCMA was a no-brainer decision:  

As a licensed roofing contractor in the state of Florida, RCMA has always helped us over the years with things like navigating legislation change. So, as soon as we heard it was opening up to contractors, we wanted to be a part of it because it really gives us a voice with what's going on in the industry. 

He also emphasized how being a part of RCMA gives his team a unique collaboration opportunity:  

It also gives us the opportunity to meet with other contractors in a group setting...You learn a lot from your peers in this industry — not just the new products that are coming out, but different techniques, different markets and what's going on that way. 

RCMA offers contractors a seat at the table, keeping them informed, helping them strengthen industry relationships and shaping the future of roof coatings. As regulations evolve and the coatings market continues to expand, associations like RCMA play an important role in connecting professionals with the education and support they need to succeed. 

Listen to the full episode to learn more about RCMA membership and the future of the roof coatings industry.

By Emma Peterson.  

Discover how customer-driven design has fueled 60 years of success in metal bending technology. 

Since their founding over 60 years ago, Van Mark Products has worked to develop portable bending brakes that not only produce quality bends, but also serve the evolving needs of contractors in the field. To learn more about their game-changing tools, Megan Ellsworth spoke with Gary Weinert, director of sales and marketing at Van Mark Products, in an episode of the Roofing Road Trips® podcast. 

The first brake that Van Mark made in the 1960s was called the Trim-A-Brake. This brake set the stage for jobsite trim fabrication. And while it was innovative, and brought a lot of value to the installer, it became limited over the decades since its inception. Then in the 1990’s Van Mark changed the game again with their introduction of a cam-locking brake for siding installers and roofers as it was able to do a hem (which was traditionally a five-step process) in just two steps! Gary explained:  

You used to need a factory folder to do a hem. With the cam-operated brake, you could hem right on the brake. Additionally, the cam also improved upon the prior brakes in terms of maintenance.  Anytime you have metal rubbing on metal, you're going to get wear and stress points. What the cam-operated brake does is replaces any areas where there could be metal-on-metal wear with ultra-high molecular weight polyethylene (UHMW), eliminating those friction points. 

The result of all this engineering? A high-quality metal bender that can go decades without serious maintenance. 

But Van Mark is far from a one-trick pony. In addition to selling the game-changing cam-brake, they have continued to innovate and engineer tools for the modern contractor. Gary shared a bit about their process, explaining, “For us, everything boils down to interaction with our end users and improving their experience. That’s why you’ll see us at tradeshows. We’re there to see things with our own eyes and talk to people who use our tools so we can come up with new products they actually need. 

And there are a few examples of these contractor-driven tools, the residential heavy-duty brakes and the metal roofing brakes. Gary explained:  

Our initial brakes were meant to bend .019” trim coil. And then people realized they needed slightly heavier metal for the gutter business. So, we created the residential heavy-duty version that will bend the heavier gutter stock and some of the light gauge sheet metal that a roofer might use for a valley flashing for residential roofs. When it comes to metal roofing brakes, we evolved our offerings as the industry evolved. We’ve had a brake available that will bend heavier gauge materials for metal roofing since 1991, but in the decades since, the industry standards have evolved. So we have made sure our brakes evolved with it, by creating more space in the brake with our MetalMaster lineup that features an expansive 20” throat depth. 

These are just two examples of how Van Mark makes sure that they are offering the tools contractors need in the field.  

Learn more about Van Mark and their incredible innovations by Reading the transcript or Listening to the full episode.  

By Jenny Yu.  

Roofing professionals share strategies for adapting to changing homeowner behavior and digital marketing trends. 

With rising lead generation costs, constant Google algorithm updates and increasing competition for homeowner attention, roofing contractors are being forced to rethink how they build long-term growth. In a recent Coffee Conversations® webinar sponsored by gFour Marketing, Karen Edwards spoke with industry leaders about how contractors can up their marketing game to meet evolving demands in today’s competitive landscape.  

As a done-for-you relationship marketing system for contractors, gFour Marketing helps roofing companies stay connected with existing customers through automated email campaigns, direct mail, text messaging and referral programs. Panelists discussed how maintaining those relationships has become even more important as digital marketing becomes more crowded and expensive. 

Anissa Westfall, chief marketing officer of Westfall Roofing in Tampa, Florida, discussed the importance of branding, especially in a tough market. “When demand is down, competition goes up. The contractors that are going to win are the ones that are establishing their brand in the marketplace and establishing that awareness,” Anissa explained, pointing to existing customers as valuable assets to tap. “You have a treasure trove of customers that can be your advocates and refer your business. Capitalizing on your brand and your customer base when demand is ebbing and flowing is key to scaling over time.” 

As digital marketing evolves, contractors also need to examine how homeowners are finding roofing contractors online. Anissa shared a new challenge with navigating Google’s algorithm changes that are becoming more localized to provide results based on geographic relevance. “It’s really important that you stay plugged into Google's changes,” Anissa said.  

Tara Rescigno, HR director and marketing manager of DiGiorgi Roofing and Siding from Beacon Falls, Connecticut, shared how the 93-year-old business prioritizes nurturing its long-lasting customer relationships to stay on top of people’s minds as well as the Google search list. “Our base is huge, and we definitely nurture them regularly,” Tara shared, explaining how DiGiorgi utilizes gFour Marketing to carry out effective email campaigns, text blasts and direct mail strategy. Loyal customers are rewarded through referral programs. “Our current client base is aware of our rewards, and they're constantly referring us to people because they want to get that referral fee.” 

In order to reap the full benefits of marketing efforts, Rebecca Mayo, director of partnerships for gFour, emphasized the need for companies to develop processes for staying on top of trends. "Things are evolving fast...” Rebecca stated. “It is imperative to have a process in place, making sure that you have operationally set yourself up for success.” 

Watch the full Coffee Conversation episode to learn more about how contractors can strengthen lead pipelines and adapt to changing market trends.

By Jesse Sanchez. 

Learn how jobsite debris handling tools help roofing contractors improve efficiency and customer experience. 

For roofing contractors, cleanup is not a final step. It is a defining part of the job, shaping how homeowners perceive the work, how crews perform under pressure and whether a project leads to future referrals. That reality informed the approach of Heath Hicks, co-founder of The Catch-All, whose jobsite protection solutions were developed from firsthand experience in roofing sales and company ownership. In this episode of Roofing Road Trips®, Heath connected cleanup performance directly to long-term business growth. He shared, “It's about keeping customers happy and getting the next referral to the next job.” 

From that perspective, cleanup is not simply about removing debris. It is about controlling the entire process, from tear-off to disposal, in a way that preserves the property and the customer relationship. That focus led to the development of Load Runner, a debris-handling system designed to address a persistent gap in jobsite workflows. 

Even when contractors manage debris effectively at the roofline, problems often reappear during transport. Material that is contained at the point of tear-off can spill as it is moved across the property or lifted into a trailer, creating additional cleanup and risk. Heath stated, “And so I was like, what if we could lift that trash in there somehow?” 

Load Runner responds to that challenge with a lift-and-dump system built around a specialized wheelbarrow. Crews roll the loaded unit into position, activate the lift and allow the system to raise and empty the contents into a dumpster or trailer. By eliminating repeated manual handling, the process reduces loose debris, minimizes overhead lifting and improves consistency across the jobsite. 

The system is designed to adapt to varied conditions. It is height adjustable and can attach to dumpsters, dump trailers, truck beds or parapet walls. It is powered by two rechargeable drill batteries, allowing crews to integrate it into existing workflows without additional infrastructure. 

In practice, the impact is cumulative. Cleaner properties reduce post-job callbacks, streamlined handling improves labor efficiency and a more controlled process reinforces the professionalism homeowners expect. 

Listen to the entire podcast to learn more about debris removal innovation!

By Jenny Yu. 

Industry experts discuss how increased awareness and tight labor markets are driving a shift toward coating restoration systems. 

Roof coating restoration is gaining momentum as building owners and specifiers look for cost-effective, less disruptive ways to extend roof life. In a recent episode of CoatingsCast™, industry experts from KARNAK and Clarity Roof Consulting discussed how accessibility to information and evolving project expectations are driving this trend. 

According to Chris Huettig of KARNAK, demand for coating systems is increasingly influenced by more informed building owners. “It’s driven from the top down,” he said. “Building owners are more educated and have questions that they’re bringing to specifiers.” That shift is leading many to consider restoration over replacement, particularly when evaluating cost, speed and business disruption. Coating systems can often be installed faster and with smaller crews, making them an attractive option in a tight labor market. 

Dan King of Clarity Roof Consulting agreed, acknowledging a broader change in how roofs are viewed. “There's more information percolating,” he said. “There’s been a change in looking at your roof as just a cost item to seeing it as an asset.” That mindset encourages more strategic decision-making, where restoration can offer long-term value when aligned with building performance goals. 

From the specifier side, Dan emphasized the importance of being a trusted partner for property owners to achieve a successful joint outcome. “In our role, we have really been able to open conversations based on trust with our clients,” Dan stated. “We work transparently, we build that trust and we breed success. Then, you can start to look at the value of different solutions. If you don't have that shared knowledge, you end up being more risk averse.” 

The panelists also highlighted the importance of collaboration and access to reliable information when navigating codes, regulations and system selection. “There's subject matter expertise held in manufacturing,” Dan said. “We go to fire marshals, we go to code officials, SPRI, RCMA, NRCA, RoofersCoffeeShop®. I find the ICC codes library really helpful.” Establishing relationships with these industry staples and leveraging the available resources help contractors and specifiers stay informed and deliver quality, compliant projects.  

As labor constraints persist and owners seek greater return on investment, coating restoration is positioned as a practical solution that balances performance, efficiency and cost. 

Read the first article in this series, Listen to the full podcast or Watch the recording to learn more about how to meet evolving project demands with coating restorations. 

By Jesse Sanchez. 

Industry experts discuss how to turn more leads into loyal customers. 

In an upcoming MetalTalk™, host Karen Edwards meets with Dean Curtis of Ingage to talk about the blueprint for higher lead conversion. Together, they will break down how contractors can guide homeowners through the customer pathway, from first contact to closing the deal, with professionalism, consistency and trust. 

Lead conversion is one of the most important parts of contractor success. Every lead has value, but too often, companies lose opportunities because there is a gap between their top-performing sales reps and the rest of the team. Dean will discuss why many contractors do not just have a sales problem; they have a presentation problem. From educating homeowners before the appointment to overcoming misinformation during the sales process, this conversation will help contractors better understand how to create a stronger, more repeatable path to “yes.” 

Dean brings real-world experience from the metal roofing industry and understands what homeowners need to see before making a premium investment. In this webinar, he will share how professionalism, brand consistency and proof help build trust with customers. He will also explore how contractors can explain the complexity and value of metal roofing, present strong options and use interactive content to better educate homeowners. 

By the end of the conversation, contractors will walk away with practical strategies for improving presentations, building trust and creating a sales process that every rep can follow. Dean will also explain what the best reps do differently and how companies can make every rep their best rep through a consistent, repeatable customer pathway. 

Join Karen Edwards and Dean Curtis on June 17, 2026, to learn more about creating a blueprint for higher lead conversions. 

Register for this MetalTalk™ and start turning more leads into loyal customers!

By Emma Peterson. 

Tremco’s cold fluid‑applied solutions for new construction and restoration. 

In a new episode of Roofing Road Trips®, Karen Edwards sat down with Jay Anderson, a business development specialist of fluid-applied roofing for Tremco, to talk about their newest product – the VULKEM® Roofing System. The goal of this release was to reach the construction market in a new way. Jay explained: 

Our applications for new construction were really focused on direct to concrete applications. And when we think about that particular market strategy, it's typically gone to hot rubberized asphalt roofing systems. And one of the challenges of those systems is the safety aspect of working with hot rubberized asphalt. So, what we did with VULKEM was create a cold fluid-applied product that fills that role performance-wise without the safety concerns. 

Within the VULKEM line there are four main product options – MCW, X4, AT and 4083. Jay shared a bit about each of these:  

1. VULKEM MCW – The MCW, or moisture cure waterproofing, product was developed from Tremco’s high-performance below-grade waterproofing products. Jay explained, “MCW is designed for direct to concrete and plywood decks. It is ideal for high build systems because it goes down at 120 wet mils in application with an additional coarse layer of protection on top of that. The result is 180 mils of product installed that is going to give you long-term performance.” 
2. VULKEM X4 – As for X4, this is the VULKEM line’s low-odor, reinforced membrane perfect for light-traffic applications (such as maintenance). In Jay’s words, VULKEM X4 is “a multi-component modified polyurethane methacrylate membrane that cures in as little as 45 minutes, no matter the temperature.” 
3. VULKEM AT – And while VULKEM was created with new construction in mind, they have not forgotten the role of fluid-applied roofing in the restoration market. In fact, that’s what VULKEM AT is designed for. Jay shared, “AT is a single-component urethane product designed for roofing and waterproofing restorations...It is a fully reinforced system and goes down in two coats over everything from a smooth BUR system, a granulated modified bitumen roof system and a single-ply system.”   
4. VULKEM 4083 – Last but not least is the VULKEM 4083, which is an elastomeric acrylic coating designed to protect existing metal roofing. Jay explained what this means, sharing, “It's not intended to be a waterproofing; it's really intended to be a protective coating. Think about these low-slope roofs that are beginning to rust, this is a great opportunity for VULKEM 4083 to come in and provide a protective coating that's going to help sustain that existing metal asset.” 

Overall, if you are looking for a high-performance fluid-applied restoration or new construction roofing system, the VULKEM line stands out. Jay explained, “VULKEM stands out because we developed it by taking what we’ve learned from the industry over the past several decades with our existing products to re-engineer our products into the more competitively priced VULKEM series.” 

Listen to the whole episode to learn more about Tremco’s new VULKEM line of products.