By Jesse Sanchez. 

Project Map It supports National Women in Roofing to help expand leadership, professional development and opportunity across the industry. 

The future of roofing depends on creating space for more perspectives, stronger leadership and broader career opportunities. For Project Map It (PMI), supporting National Women in Roofing (NWIR) is one way to help build an industry where more people can contribute, grow and lead. 

NWIR works to empower women in roofing while supporting career development, professional connections and industrywide professionalism. PMI’s commitment to that mission extends beyond organizational membership. Team members of all genders participate in NWIR, with some contributing through local chapters, national initiatives and specialized councils. 

That active involvement is important because meaningful progress requires participation. NWIR’s council structure gives members opportunities to network, develop leadership skills and support one another at both local and national levels. 

Women continue to make an impact throughout roofing, including in operations, project management, sales, administration, marketing, leadership and field support. Welcoming more professionals into those roles can strengthen teams, improve communication, broaden leadership perspectives and create new opportunities for future generations. 

NWIR also provides practical resources designed to support long-term career growth. Its membership benefits include mentoring, education, training, networking, leadership development and access to local and national events. These programs can help the roofing industry attract talent, strengthen its workforce and continue raising standards of professionalism. 

For PMI, supporting NWIR also reflects the company’s approach to its customers and employees. Businesses that invest in people, leadership and development are often equally committed to communication, accountability and customer experience. PMI wants talented professionals to have opportunities to build meaningful careers, continue learning and take pride in their work. 

As NWIR marks its 10-year anniversary in 2026, PMI is proud to support the organization’s continued efforts to open doors, build connections and elevate the professionals shaping roofing’s future. 

Learn more about National Women in Roofing and how to get involved!

By Jesse Sanchez. 

Allison Woslager explains how roofing contractors can improve visibility, build credibility and use artificial intelligence without losing authenticity. 

Artificial intelligence is changing how homeowners search for roofing contractors, but long-term marketing success still depends on trust, consistency and genuine expertise. Allison Woslager, founder of Integrity Marketing Group, joined host Megan Ellsworth for this episode of Roofing Road Trips® after winning the podcast opportunity through the NWIR (National Women in Roofing) membership drive. Their conversation explored answer engine optimization (AEO), realistic marketing expectations and the importance of preserving a human voice in AI-assisted content. 

For years, contractors focused on search engine optimization (SEO) to improve their Google rankings. Today, homeowners are also using platforms such as ChatGPT, Grok, Gemini and Claude to ask conversational questions and receive contractor recommendations. Allison emphasized that a company’s broader online reputation now carries significant weight, explaining, “Answer engines care about what other people and what other sites say about you, not just what you say about yourself.” 

To strengthen their visibility, contractors should maintain a technically sound website, publish helpful content, generate consistent Google reviews and build quality backlinks through manufacturers, associations, local organizations and media outlets. Business information should also remain accurate across online platforms. 

Allison compared long-term marketing to working out, noting that contractors cannot expect immediate results after a brief effort. Paid advertising and online tools may provide early opportunities, but organic visibility takes sustained work. She described the process by saying, “SEO is more like strength training. It takes time and the long-term payoff is incredible because eventually, you’re earning leads without paying for clicks. Consistency always beats shortcuts.” 

Community involvement can also support those efforts. Sponsoring youth sports, volunteering, supporting nonprofits and participating in industry associations can lead to referrals, partnerships, media opportunities and backlinks. These activities strengthen both a company’s local relationships and its online credibility. 

Contractors should also avoid allowing AI to replace their expertise. Allison recommended using it to brainstorm, organize information and improve efficiency before adding real-world experiences, personality and industry knowledge. She summarized that approach clearly: “AI should amplify your voice, not replace it.” 

Ultimately, contractors can begin by reviewing their own websites, customer reviews, Google Business Profiles and phone procedures from a homeowner’s perspective. Consistent investment in online and offline reputation helps build lasting trust, while authentic expertise gives both customers and answer engines a reason to recommend the business. 

Listen to the podcast or Watch the conversation to learn more about strengthening your roofing company’s marketing with AI while preserving the authenticity that builds customer trust!

By The Coffee Shops™. 

How intentional invitations can help people step into leadership, build confidence and strengthen connections.  

Leadership often begins with something simple: being asked. In an article published earlier this year, Christine Mockenhaupt, chair of National Women in Roofing, notes that many people do not hold back because they lack ability. They hesitate because they are unsure whether they are needed, noticed or ready to contribute. An invitation can change that. 

Being asked signals trust. It tells someone their presence has mattered, and their voice has been recognized. For someone who has shown up consistently, offering thoughtful ideas or quietly wondering whether they belong in a larger role, that moment can become the encouragement needed to step forward. 

Meaningful connection is not passive. It requires people to notice one another, reach out and help make opportunities visible. Not everyone knows what opportunities might be open to them. And not everyone will assume they are welcome unless someone takes the time to say so. 

An important thing to remember is that connection doesn’t have to be formal. A phone call, a message or a conversation during a meeting can be the beginning of something meaningful. And, as Christine noted, look around with intention and consider who may need a nudge. For those receiving the invitation, she encourages pausing before saying no and considering what growth might look like on the other side of discomfort. 

Christine also encourages taking one step toward connection: invite someone, step into something new or identify someone who may be a strong fit and begin the conversation together. Each small action helps keep connection moving forward, creates space for encouragement and reminds members that leadership often starts because someone took the time to ask. 

To learn more about how invitations can help build new leaders, read the full article.

A coalition of industry trade associations representing contractors, consultants and manufacturers in the U.S. and Canada has completed its Quarterly Market Index Survey for Reroofing for the second quarter of 2026.

The survey is an industrywide effort spearheaded by a coalition of trade associations, including the Asphalt Roofing Manufacturers Association, Canadian Roofing Contractors Association, Chemical Fabrics & Film Association Inc., EPDM Roofing Association, International Institute of Building Enclosure Consultants, Metal Construction Association, Metal Roofing Alliance, National Roofing Contractors Association, National Women in Roofing, Polyisocyanurate Insulation Manufacturers Association, Roof Coatings Manufacturers Association and Single Ply Roofing Industry.

Sixty-eight percent of survey responses came from roofing contractors, and 32% of responses came from roof consultants. 44% of respondents indicated they primarily work on low-slope roof systems; 44% indicated they primarily work on a blend of low-slope and steep-slope roof systems; and 12% indicated they primarily work on steep-slope roof systems.

Participants who identify as roofing contractors were asked to report the number of squares of reroofing material installed by their companies during the second quarter of 2026 compared with the same quarter in 2025. 35% of respondents reported the volume of reroofing materials installed increased, 28% reported no change and 37% reported a decrease in materials installed year-over-year.

37%  of all survey respondents indicated their customer inquiries increased. 32% of respondents reported no change in activity, and 31% indicated a decrease. Project contracts increased for 38% of respondents, 32% reported no change in activity and 30% indicated a decrease in project contracts.

Additionally, two indices offer insight regarding customer inquiries and project contracts across market segments. The indices are based on a 0 to 100 scale. A score of 50 or higher suggests expansion or optimism; a score below 50 indicates contraction or pessimism.

• The customer inquiries index score for the total industry decreased to 53.5 compared with 57.1 for the first quarter of 2026. The score for the steep-slope reroofing market is 31.8, the score for the low-slope reroofing market is 60.2, and the score for the blended low- and steep-slope reroofing market is 52.4.
• The project contracts index score for the total industry increased to 54.3 compared with 52.9 for the first quarter of 2026. The score for the steep-slope reroofing market is 40.9, the score for the low-slope reroofing market is 63.3, and the score for the blended low- and steep-slope reroofing market is 48.8.

As of July 2026, 30% of respondents reported no project backlogs, 32% indicated project backlogs of one to two months, and 24% indicated backlogs of three to four months. 14% of respondents reported project backlogs of five or more months.

The complete results of the Quarterly Market Index Survey for Reroofing are available to those who participate in the survey via an online dashboard that enables users to filter results by region and other metrics. Any contractor or consultant who wants to participate in the next quarter’s survey can sign up for a notification at http://bit.ly/37ank7D.

By Kate Whatley, Raise the Roof founder and Elevate Roofing Advisory Limited director. 

One woman’s mission to redefine the U.K. roofing industry. 

I didn’t come into roofing expecting to change it. But somewhere between running a various commercial roofing and cladding businesses, sitting on boards and watching talented people — especially women — walk away from an industry that should have fought to keep them, I made a decision: I wasn’t going to wait for the industry to get better. I was going to work to build the version of it I believed in. 

That’s what the last few years have been about. Not one project. Not one organisation. A whole ecosystem — deliberately constructed, interconnected and pointed at the same thing: an industry that is more professional, more inclusive, more sustainable and genuinely worth staying in. 

Raise the Roof: From community to movement 

Raise the Roof started as Women in Roofing over 10 years ago as a space for women in the U.K. roofing and built sector to support one another, network, inspire, share and be seen. Women in roofing held many suecessful and well attended conferences and events and built a community of like minded people.  

What it’s becoming now is something bigger. After years of running it as a voluntary group, we are now turning it into a properly structured, commercially sustainable organisation — because good intentions don’t create systemic change.  

Resources do. Infrastructure does. Ambition does. 

This October, Raise the Roof is hosting its first annual conference with the theme "Rise. Lead. Redefine." on 20 October 2026. It’s a full-day event bringing together women across roofing and construction for real conversations about leadership, strategy, visibility and what it actually takes to build a career, or a business, in this industry. 

This isn’t a networking lunch. This is a professional development event with teeth. Keynotes, workshops, panels and an evening celebration — all designed to send delegates back to their businesses and their teams with more clarity, more confidence and a bigger sense of what’s possible. 

We are also honoured to have National Women in Roofing from America joining us for the day making it a truly international affair! 

Rise. Lead. Redefine. isn’t just a conference theme. It’s a brief. 

Elevate Roofing Advisory: Raising the standard of business in the sector 

The second strand of what I’m building is Elevate Roofing Advisory Limited — a specialist consultancy working directly with roofing business owners who are ready to operate at a higher level. 

The roofing industry in the UK has an enormous skills gap, a professionalism gap, and — I’ll say it — a leadership gap. There are genuinely talented operators in this sector who are running businesses on gut instinct and graft alone, with no strategic framework, no structured people processes and no clear vision for where they’re going. 

Elevate exists to change that. 

Working on a two-day deep dive model followed by flexible ongoing advisory support, I work with owners across four focus areas: strategy, people and processes, brand development and long-term goal setting. It’s not generic business coaching. It’s built specifically for the realities of running a roofing business — the subcontractors, the seasonality, the client relationships, the pressure of being both the expert and the entrepreneur. 

The businesses I work with come out of it with clarity. With a plan. And with someone in their corner who genuinely understands the landscape they’re operating in working alongside their teams and writing the next chapter with them. 

The industry deserves better than operating by default. Elevate is how I’m helping to make that happen, one business at a time. 

SPV training solutions: Building the workforce of the future 

Training is where it all starts. You can’t have a better industry without better-prepared people entering it. That’s why my work with SPV Training Solutions matters so much to me. SPV delivers specialist roof sheeting and cladding training — technical, hands-on, industry-relevant. It’s the kind of training that creates genuine competency, not just compliance. 

This isn’t box-ticking. It’s about raising the baseline of what the industry expects from its workforce — and what its workforce expects from itself. When people are properly trained, properly supported and properly valued from the start of their careers, the whole system gets better. 

After partnering with Juniper Training in 2019 and setting up a training centre in conjunction, together we have been involved in bringing over 200 new entrants into the roofing sector making a real difference to the industry and the communities we live in. 

Every one of those people is evidence that this industry, when it opens its doors properly, has more than enough space for the talent that wants to come in. 

I have always been an ambassador of apprenticeships and apprentices bring fresh ideas, enthusiasm and are the future of the industry. 

The bigger picture: What I’m actually fighting for 

Let me be direct about what underpins all of this. I believe the UK roofing industry is capable of being far better than it currently is — more professional, more diverse, more attractive to talent and more respected within the wider built environment. Everything I am working on currently supports my longer term vision.  

Raise the Roof builds community, visibility and professional momentum for women in the sector.  The Rise. Lead. Redefine. Conference creates the flagship moment that the industry calendars around. 

Elevate Roofing Advisory raises the standard of how roofing businesses are run.  

SPV Training Solutions ensures the next generation comes in better equipped than the last. 

None of these exist in isolation. They’re part of the same campaign — the same argument made in different forms — that this industry is worth investing in, and that the people within it deserve to work in something they’re proud of. 

I’ve spent years on boards, in governance roles, in voluntary leadership and in the trenches of commercial leadership. I’ve seen what the industry looks like from every angle. And I’ve never been more convinced that we’re at a genuine inflection point and that will only happen with collaboration and forward thinking.  

By National Women in Roofing.

Now is your opportunity to contribute to the conversations that will shape the future of roofing while making a lasting difference in the careers of others. 

The roofing industry is filled with professionals who are solving challenges, leading teams, building careers and creating opportunities every day. If you have knowledge, experience or a story that could inspire others, now is the time to share it. 

The National Women in Roofing (NWIR) call for presentations for NWIR Days 2027 is officially open and organizers are looking for engaging speakers who can help educate, empower and inspire attendees from across the industry. NWIR Days 2027 will take place February 28 - March 1, 2027, in Nashville, Tennessee, bringing together roofing professionals from every corner of the industry for a stand-alone event dedicated to connection, education and professional growth.  

Your experience matters 

Many industry professionals assume they need years of speaking experience or a nationally recognized name to be considered as a presenter. The reality is that some of the most impactful sessions come from professionals willing to share lessons learned, practical strategies and real-world experiences. 

Whether your expertise is in leadership, workforce development, recruiting, mentoring, networking, sales, operations, health and wellness, safety, human resources or personal development, your knowledge could provide valuable insight for someone looking to grow in their career. The NWIR education committee is seeking diverse perspectives and a wide range of content to create a dynamic educational program. Fifteen breakout sessions will be selected based on topic relevance, presentation strength and overall contribution to the event's educational goals.  

Help shape the future of the industry 

Presenting at NWIR Days is more than standing in front of a room. It is an opportunity to influence conversations, encourage new ideas and help fellow professionals overcome challenges they may be facing in their businesses and careers. 

For many attendees, a single educational session can spark a new way of thinking, provide a practical solution or inspire the confidence needed to take the next step professionally. By sharing your expertise, you become part of the mission to elevate women in roofing while strengthening the industry. NWIR exists to empower women through networking, mentoring and education, making presenters a critical part of that effort.  

Why apply? 

Beyond contributing to the industry, presenting offers benefits for your own professional growth. Speakers gain visibility among industry peers, showcase their expertise and build valuable connections with other leaders attending the event. 

Presenters are volunteering their time, but those selected will receive a discount on event registration and the opportunity to share their knowledge with professionals representing contractors, manufacturers, distributors, consultants and service providers from across the roofing community.  

The stage Is waiting 

NWIR Days 2027 is centered around amplifying voices and expanding impact within the roofing industry. If you've ever thought, "I have something worth sharing," this is your sign to take the next step. 

Don't let self-doubt keep your expertise from reaching someone who needs to hear it. The most meaningful presentations often begin with a simple decision to raise a hand and say, "I can help." 

Now is your opportunity to contribute to the conversations that will shape the future of roofing while making a lasting difference in the careers of others. 

Ready to share your expertise? Submit your proposal and become part of the educational experience at NWIR Days 2027. The call for presentations is now open, and Nashville is waiting to hear your voice. Deadline is September 20, 2026.

By Christine Mockenhaupt, National Women in Roofing. 

Help empower women by introducing them to the National Women in Roofing community.  

National Women in Roofing (NWIR) was started to be a place for women in the industry to learn, grow and take up space together. And to keep growing this space, we need to build each other up – something that begins with simply inviting new people into the fold. 

One of the things I’ve learned, both in my own journey and in watching so many women within NWIR, is that most people don’t hesitate because they lack ability. They hesitate because they’re unsure they’re needed. How many times have you said, “I didn’t think I was ready,” “I didn’t know anyone thought of me” or “I wasn’t sure I had anything to offer.” 

But readiness rarely comes first. More often, confidence grows after someone reaches out and says, “We’d love to have you involved.” 

That moment matters because being asked tells someone that they were noticed. It signals trust. It communicates value. Sometimes, it becomes the turning point in someone’s willingness to step forward.  As we continue leaning into Connection with Purpose, I want us to think intentionally about the role of invitation within National Women in Roofing. You can't always assume people are aware of the opportunities that we have to offer. 

If you’ve been involved for a while, consider this: 

• Who have you noticed showing up consistently? 
• Who brings thoughtful ideas but hasn’t yet stepped into a role? 
• Who might just need a nudge to believe they belong here? 

Connection with purpose isn’t passive. It requires action by all of us and sometimes that action is simply extending an invitation. You don’t have to wait for a formal opening or the perfect moment. A phone call. A message. A conversation at a meeting. These are often the beginning of something meaningful. 

And if you’re on the receiving end of that invitation this year, I encourage you to pause before saying no. Growth rarely feels comfortable at first, but it is almost always worth it and it's why I'm here today, because someone asked me. 

If you’re willing, take one step this month: 

Invite someone. 

And once you do, message me. Tell me who you invited or how you stepped into something new. Or if you know of someone that would be a great fit, but don't know exactly what to ask them, let's figure that out together!  Each month, I’ll be asking you to reach out and share one small action you’ve taken toward connection. Not for tracking, but for encouragement and to keep our conversations going. I would love to celebrate those moments with you and help keep us accountable in simple, meaningful ways. 

Let’s keep building connections, one invitation at a time. 

Por Alberto Torres. 

Desde estrategias de negocio hasta innovación, estos fueron los favoritos de nuestros lectores. 

Cada mes en RoofersCoffeeShop®en español compartimos los artículos más leídos. Junio no fue la excepción con este artículo, “Un socio, tres pilares para el éxito,” donde APOC compartió los tres pilares que ellos ofrecen a contratistas para hacer crecer sus conocimientos y negocios. Estos programas educativos como: Contractor Pro Program, Los Programas de Garantia y Certified Applicator Program son herramientas que han ayudado a contratistas a elevar sus negocios. 

Otro tema que destacó durante junio fue Marketing. En un episodio de La Voz de los Ruferos, Jason Jimenez de Gasper Roofing compartió sobre la importancia de entender el marketing como una herramienta clave para tener un negocio competitivo. En este episodio que fue grabado en el Business Building Workshop (BBW) de CertainTeed, Jason explico la importancia de seguir aprendiendo sobre marketing y crecimiento empresarial. Este contenido llamo la atención por ofrecer información relevante para profesionales que buscan mantenerse actualizados en una industria que continúa evolucionando. 

La capacitación también siguió ocupando un espacio importante entre nuestros artículos, Luis Ramos de MuleHide nos recordó en un episodio de La Voz de los Ruferos, como la importancia de seguir aprendiendo y aprovechar los recursos de fabricantes como MuleHide ponen al alcance de los contratistas para fortalecer sus negocios. Junio también nos dejó espacio para conocer historias y tendencias de las líneas de colores de shingles que TAMKO ofrece, ya que esa innovación sigue vigente y está evolucionando día con día. 

Por último, Monica Vornbrock de The GLO Group y Lorna Rojas de Tremco, miembros de National Women in Roofing (NWIR), hablaron sobre lo que vivieron en Roofing Day en Whashington, D.C. recordando a los profesionales la importancia que tiene el hacer que se escuche su voz. Esta participación fortalece a toda la industria y ayuda a impulsar decisiones que benefician a contratistas, fabricantes y trabajadores.  

Agradecemos a todos nuestros lectores por seguir haciendo de RoofersCoffeeShop® En Espanol un espacio para aprender, compartir y mantenerse informados. Si aun no has leído alguno de estos artículos, te invitamos a descubrir porque fueron los favoritos del mes de junio. 

5. Roofing Day se trata de representar a la comunidad y a la industria

4. Innovación inspirada en la naturaleza: Una apuesta audaz en la estética del roofing

3. El verdadero valor de un representante del fabricante

2. Marketing y aprendizaje

1. Un socio, tres pilares para el éxito

The survey is an industrywide effort to collect information about the reroofing market spearheaded by a coalition of trade associations.

The National Roofing Contractors Association encourages roofing professionals to join industry trade associations representing contractors, consultants and manufacturers in the U.S. and Canada in taking part in the latest Quarterly Market Index Survey for Reroofing to evaluate business conditions during the second quarter of 2026.

For more than two years, the survey has taken the pulse of the reroofing industry and continues to serve as a regular barometer of the industry’s business conditions. By asking a handful of business questions and measuring responses across several demographics, the survey helps give an indication of the reroofing market’s strength and trajectory. Your response provides valuable insight.

The results of the Quarterly Market Index Survey for Reroofing are made available to all survey participants via an online dashboard that enables users to filter results by region and other metrics.

For the previous survey that measured business activity during the first quarter of 2026, 70% of responses came from roofing contractors and 30% came from roof consultants. 

The survey is an industrywide effort to collect information about the reroofing market spearheaded by a coalition of trade associations, including the Asphalt Roofing Manufacturers Association, Canadian Roofing Contractors Association, Chemical Fabrics & Film Association Inc., EPDM Roofing Association, International Institute of Building Enclosure Consultants, Metal Construction Association, Metal Roofing Alliance, National Roofing Contractors Association, National Women in Roofing, Polyisocyanurate Insulation Manufacturers Association, Roof Coatings Manufacturers Association and Single Ply Roofing Industry.

The Quarterly Market Index Survey for Reroofing is available at https://bit.ly/RoofingSurvey. 

Survey responses may be submitted through July 20.

About NRCA

Since 1886, the National Roofing Contractors Association has been the home for generations of entrepreneurial craftsmen and enterprises who shelter and protect America’s families and businesses and each other. Our vision is the recognition of our members as professionals and to unite the industry to that purpose. NRCA is one of the construction industry’s most respected trade associations and the voice of roofing professionals and leading authority in the roofing industry for information, education, technology and advocacy. It represents all segments of the roofing industry, including contractors; manufacturers; distributors; architects; consultants; engineers; building owners; and city, state and government agencies. For information about NRCA and its services and offerings, visit nrca.net.

By Emma Peterson. 

Articles of interest from June 2026. 

As the second fiscal quarter of the year comes to a close, it’s hard to believe we’re coming up on the halfway point of 2026. And the number of articles The Coffee Shops™ crew has published in that time (over 2,300 across all sites) can attest to how busy of a year it’s been. Of those thousands of articles, over 350 of them were posted in June alone. So, to help you keep up with all the news and information, we’ve rounded up the top ten articles from June.  

Our list starts off with an article highlighting Adams and Reese’s Trent Cotney’s May 2026 construction law updates and an article diving into a new Workforce Pell Grants that “could help roofing contractors recruit, train and grow the next generation of skilled workers.” 

From there, we have a wide variety of articles highlighting everything from the National Women in Roofing (NWIR) Oregon Council’s work coordinating a roof replacement for a Portland homeowner in need to how metal roofing protects against wildfires and the role of the Metal Construction Association (MCA) in the industry. 

Rounding out our list is our top three articles of June. In third place is an article our friends at Roof Hub wrote all about optimizing operational efficiency by using AI Smart Templates. Second goes to an article I wrote about how contractors can build trust and generate leads in a digital world. And first goes to Cotney Consulting Group’s article sharing a 5-year readiness playbook for roofing contractors. 

Top 10 articles from June 2026 

10 - Construction law insights and updates from May 2026 by Emma Peterson. 

9 - Workforce Pell Program could strengthen roofing’s workforce pipeline by Heidi J. Ellsworth. 

8 - Why government affairs matter to every roofing professional by Heidi J. Ellsworth. 

7 - Roofing community rallies for Oregon homeowner by The Coffee Shops™. 

6 - Maximizing fire resistance with metal by Anna Lockhart. 

5 - MCA advances technical leadership, expands market opportunities and builds momentum for 2026 by Heidi J. Ellsworth. 

4 - Navigating a new normal by Emma Peterson. 

3 - AI smart templates by RoofHub. 

2 - Word of mouth still works – It just looks different by Emma Peterson. 

1 - A 5-year readiness playbook for roofing contractors by Cotney Consulting Group.