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Customer Service Best Practice Selling Residential Roof Systems

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Residential Roofing

Customer Service Best Practice: Selling Residential Roof Systems

May 05, 2020

Without guidance, customers may be tempted to mix and match materials from different manufacturers in order to get the lowest roof price up front. However, this may hurt your profits—and, in the long term, their roof.

Learn how to sell the value of a roof system and adopt customer service best practice recommendations that serve both your customers and your company.

Why Sell Systems?

Selling a roof system increases your profits and benefits customers. It's an all-around win. But customers might not understand that the extra money they invest now can pay-off in the long run. As a contractor, it's part of your job to educate homeowners on the value of a roof system.

Not sure what to say? Try incorporating these talking points:

"We always recommend you get a full system made by one manufacturer, with one warranty for all the parts."
"We recommend a full system that includes leak barrier (to protect the roof's most vulnerable points), roof deck protection (a shingle underlayment), shingles (for looks and protection), and other important accessory products—all by the same manufacturer."

Educating your customers on the purpose and benefit of each component of the roofing system will help you sell the value of the additional investment. For example:

Systems made by the same manufacturer are designed and tested to work together.
Investing in a complete roofing system from one manufacturer may also make the customer eligible for enhanced warranty coverage. For example, when you install any GAF Lifetime^* Shingle and at least three qualifying accessory products, your customer will automatically receive the GAF Roofing System Limited Warranty, which includes Lifetime^* coverage on the accessory products as well as the shingles.

Selling Roof Deck Protection & Leak Barrier

Tell customers why roof deck protection is such an important part of a roofing system. Show you're knowledgeable and invested in customers' roof integrity by learning key talking points about top GAF roof deck protection options.

FeltBuster

FeltBuster^® is a good option for budget-minded customers.

It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.
It's an affordable upgrade of typical asphalt felts with enhanced strength and durability.
It reduces wrinkling that can detract from the look of a finished roof.

Tiger Paw

Tiger Paw is an upgraded mid-range option.

It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.
It provides 600 times greater tear strength than standard #30 felt to help provide an extra-strong base for your roof system.
It resists rot and won't become brittle over time to help ensure long-term protection.

Deck-Armor

Deck-Armor is a premium option.

It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.
It reduces the risk of wrinkling and buckling that can detract from the look of your finished roof.
Unlike most underlayments, it's breathable to help reduce damaging moisture that may become trapped in the roofing system.

Install Leak Barrier

Leak barrier materials protect vulnerable roof points which are exposed to large volumes of water and/or ice. Products like WeatherWatch^® and StormGuard^® have several benefits to keep in mind.

These added products can boost your sales and in some parts of the country they're actually required by building code.
Most importantly, they fight wind-driven rain and ice dams that can lead to expensive damages.

Selling Hip & Ridge Materials

Homeowner education can lay the foundation for future sales. Use these talking points to discuss these materials with your future customers.

Hip and ridge shingles: These resist wind blow-off and guard against leaks. Plus, GAF hip and ridge shingles are factory color blended to match GAF shingles, unlike cut-up strip shingles.
Timbertex^®: Double-layer, 12" width ridge cap shingles provide excellent protection and curb appeal with their added dimension and thickness.
TimberCrest^®: Provides excellent protection for high-stress roof areas with their high-profile rounded "bullnose" design that frames the look of your new GAF roof. The product was created for the unique architectural style of homes in Western U.S. & Western Canada.

Selling Attic Ventilation

Are you selling ventilation products to your customers? The time to start is now. Teaching homeowners about the problems that can stem from lack of proper ventilation allows you to offer an option to help reduce those risks.

For instance:

Moisture naturally occurs in the home from showering, washing dishes, and humidity from outdoors and can collect in the attic space. Also, in the summer, excessive heat typically collects in the attic. This moisture and excessive heat in improperly ventilated attics can lead to premature roof system deterioration and increased cooling costs.
A balanced ventilation system helps reduce this damaging moisture and heat buildup in the attic.
GAF offers a full line of ventilation products and attic vents, including Cobra^® and Master Flow^® attic ventilation products for virtually any climate and roof design.

You have the talking points and the knowledge to teach customers the value of a complete roofing system. Put together, they're a toolbox for streamlining how you can lean on customer service best practice advice with your customers.

^*The word "Lifetime" means as long as the original owner(s) [or the second owner(s) if coverage was properly transferred during the Smart Choice Protection Period], own the property where the shingles and/or accessories are installed. The Lifetime warranty is applicable only to shingles and accessories installed on a single-family detached residence owned by individuals. For any other type of owner or building, such as a corporation, governmental entity, religious entity, condominium or homeowner association, school, apartment building, office building, or multi-use structure, the length of the warranty is 40 years. See GAF Shingle & Accessory Limited Warranty and GAF Roofing System Limited Warranty for complete coverage and restrictions. Visit gaf.com/LRS for qualifying GAF products.

About the Author

Annie Crawford

Annie Crawford is a freelance writer in Oakland, CA, covering travel, style, and home improvement. Find more of her work at annielcrawford.com.

With the growing popularity and versatility of PVC roofing systems, GAF has responded by building a team of PVC experts to aid architects, specifiers, and the design community in project success. These highly trained and experienced professionals offer 1:1 support to help answer customers' questions and unique needs when working with PVC on roofing projects, and are here to help you!PVC, or polyvinyl chloride, is a single-ply thermoplastic roofing membrane. The material's characteristics help it thrive in particularly challenging applications. In fact, PVC roofing systems have a proven track record in the US, first introduced in the 1970s after making their debut in Germany a decade earlier.Here's a look at the benefits of PVC roofing systems as well as the guidance and support offered by the PVC experts at GAF.PVC Roofing Advantages and ApplicationsWhile several materials are available for use in roofing systems, PVC has been identified as a particularly long-lasting option. Accordingly, it's steadily grown in popularity nationwide.David Allor, senior area PVC specialist, joined the GAF team in 2022 as a PVC expert. His role was created specifically to support roof designers. Allor has an extensive background in the commercial roofing industry and extensive knowledge about PVC as a high-performance roofing solution."The industry refers to it as a very spec-driven product, and I believe what they're speaking to is a specifier's preference to work with a product that's been well established in the market and field tested," Allor shares. "It has the ability to provide protection against chemical exposure* and stand up well to challenging environments."While PVC may be a spec-driven product, it's also application-driven. Allor explains that PVC roofs may help provide protection for restaurants, food manufacturers, and packaging plants—any facility using animal fats where oils may be exhausted.* He also says that even if the building itself isn't exhausting gases, grease, or chemicals, it's important to consider the buildings and structures that surround it, as their exteriors may be subjected to exhaust that could degrade roofing systems.*Supporting the Design CommunityAs North America's largest roofing materials manufacturer, GAF has equipped teams with the resources and specialists needed to supply customers with more than just products. In recent years, the company built a solid team of PVC specialists that cover the entire US. These specialists assist customers with PVC specifications, roof system designs, and whatever else designers need to ensure successful project outcomes.Whether your project or design firm is based in the Northeast, Southeast, Southwest, Midwest, or West Coast, a PVC specialist is positioned to help. Allor explains the team of GAF PVC specialists is active in the organizations specifiers belong to, including the American Institute of Architects, the Construction Specifications Institute, and the International Institute of Building Enclosure Consultants.Allor describes the team's role as supporting the customer and connecting them to other GAF project support teams that can help. For instance, he said he called on a leading architectural design firm in the Boston area—and two months later, someone reached out for assistance with a specific project needing a tight turnaround."Literally within 12 hours of them reaching out to us, we replied and committed to three pertinent deliverables, those being a Tapered ISO Design Package, an Assembly Letter confirming all FM Requirements, and last but not least, a conference call the next day with the Building and Roofing Science team to go over three critical transitional details." Allor says.Committing to Successful Project OutcomesThe PVC specialists at GAF are focused on one goal: helping architects, specifiers, and the roofing design community achieve successful project outcomes through a high-performing PVC roofing system. With professionals like Allor providing insight and guidance, you can rest assured your PVC project will be in good hands.Ready to get started on your next PVC roofing project? Explore the different PVC roofing solutions available, and visit this page to find your local PVC roofing specialist who is ready to assist you.*GAF warranties and guarantees do not provide coverage against exposure to chemicals, grease, oils, animal fats or exhaust. Refer to gaf.com for more information on warranty and guarantee coverage and restrictions.

Meet Austin Teague, recent GAF Roofing Academy graduate who shares his transformational journey from ball field to the roof. Prior to the GAF Roofing Academy, he was involved in sports, worked in customer service, but lacked the experience needed to break into the roofing industry. Once he graduated from the GAF Roofing Academy, doors were then opened for him, leading to well-paying jobs as an installer and later as a salesperson, where he is currently on track to meet his financial goals.Attending the two-week program proved to be a life-changing decision for Austin, providing him with the tools and confidence needed to succeed. The course not only equipped him with technical expertise, but also instilled in him the ability to educate customers effectively. Take a listen as Austin shares his story of how he found clarity and direction in his professional life, enabling him to thrive in the industry and build a successful future for himself and his family.Are you interested in a career in the roofing industry? Look for a Roofing Academy course in your area. Video TranscriptMy name is Austin Teague. I'm originally born in Tyler, Texas. Moved to Washington when I was a kid at ten. Well, prior to joining the Roofing Academy and, you know, taking my skills to that test, I was sports, strictly sports. Everything in my life I would, you know, I'd work a customer service job. I was in the, you know, the retail industry. I worked at Walgreens, but my personal life was hectic. It was football practice, baseball practice. It was always something going on.There was always something to do. Everything when it comes to roofing, for me, started after the Roofing Academy. When I tried to get into the roofing industry before going to the Academy, nobody wanted me because I had no experience. They're going to have to train everybody on the job. But because of the roofing academy, because I knew what I was going to do day one, I knew what my job was. I couldn't run into any hiccups because I knew what showing up day one was going to look like.[00:00:56.770]So they gave me a GAF certificate with my name, the location I trained out of, and then when I graduated. And what I did with that is I took it to every single applicant or job interview I had because I wanted them to know that I have this certificate. Not saying I have it, but also bring it, so they can see it.After the academy, I landed a job at 28 an hour as an installer, which is substantial in this living, making life, making payments. And then after that, I got bumped up to 32 an hour when I was working in New Mexico. And now that I'm sales, I'm straight commission. But in this month, I'm on pace to hit 20,000. Our goal at Tristate is to educate the customers firsthand. So being at the Roofing Academy allowed me to know roofing like the back of my hand. As an installer, as a sales, as an owner, you got to see the value in the systems. And it allowed me in my head to build those value, actually explain it to the customers. Where is this number coming from? Well, it's coming from this material because this material is going to cost more, of course, but it's obviously better.[00:01:58.920]I think someone coming to the Roofing Academy right away, no experience, is going to set you up for success. That's what you want. You want to be set up for success. You want to be as many tools as you can in your tool belt to get you to that point you want to be in life. And showing up to the Roofing Academy, it changed my life drastically. I didn't know what I was going to do. I literally didn't know, if roofing wasn't the pathway for me- what was the next plan?I was just grateful. I mean, I was one day on indeed looking for jobs and I saw the Roofing Academy post on indeed looking for academy students, and I thought, why not? What's two weeks out of my life that I get to change it? If I get an opportunity to change it and that two weeks changed my life. There's no time wasted. You're here from nine to three or nine to four at the latest for your classes.You're with guys that you actually enjoy being around. The guys in my class or in the class today, they're fun guys. They all get to make mistakes and learn from each other. And it just makes me grateful that I got that opportunity to make something of myself. I'm not just another guy on the street.[00:03:00.340]I don't know what my life's going to look like in the next six months, but I guarantee it's not going to slow down. I'm going to work harder than ever. I know I got two kids at home. I have something to push me. I would say that all the success started with the Roofing Academy because my life before the Roofing Academy was kind of on a snowball effect. It had started from when I left college and then came home and it kind of just started snowballing. One thing after another was another problem, another problem. Bills at 18, going into debt. You're 18, your life isn't, you're going to ruin your life already. So you got to figure some out. And I figured it out. I got lucky enough that I found GAF and you know they still treat me well to this day. I have my Academy teacher's phone number and I call them up and help him out from time to time, and he helps me out from time to time.We still get along. And it was two weeks of my life that I knew the guy, and he still gives me a call and checks up on me and tries to: How are you doing in roofing? You still in roofing? You still making a name for yourself? You still doing what you said you were going to do? And I am. It's just good to have someone to talk to. Even if you're in this industry for ten years, I guarantee you GAF CARE will probably still give you a call and check on you. That's just what they do.

As a roofing contractor, keeping yourself and your employees safe is crucial, which involves using the right equipment. Ladder hooks, sometimes referred to as roof hooks, are used to secure a ladder over the top of a roof's ridgeline. They're an essential piece of safety equipment for steep-slope roofing work.How Do Ladder Hooks Work?These hooks resemble a shepherd's crook that hooks over the roof's ridgeline and stays put with an attached T-bar to secure it to the other side of the ridge. The bottom of the crook has a smaller hook that holds the ladder and prevents it from slipping or sliding down the roof. Ladder hooks are typically made from heavy-duty steel and can support several hundred pounds. They essentially turn the ladder into a more stable set of stairs, creating a safer and more efficient work environment for roofing professionals, especially during steep-slope work.Most hooks also feature a rubber wheel that can help you get the ladder safely up onto the roof. Once you secure the hook on the rungs of the ladder, roll the ladder up the slope (on its back). When it passes the roof ridgeline, flip the ladder over to secure the hooks over the top of the ridgeline.Why Should You Use a Ladder Hook?According to the American Ladder Institute, 500,000 people are treated for injuries from using ladders every year, with 300 of those injuries leading to fatalities. With newer home styles featuring more dramatic rooflines with steep pitches, you may find yourself facing 10:12, 12:12, and higher pitches more regularly. Ladder hooks can help make working on these roofs safer.They can provide stability and security on lower-pitched roofs, too. You may also want to use them for performing repairs around skylights or chimneys, especially if the roof surface is icy or slippery. And they can provide secure footing in cases of suspected damage, such as a weak or rotting deck.These safety devices are designed to prevent the ladder from damaging shingles, so there's no downside to using them.Can a Ladder Hook Replace Other Safety Measures?Using a ladder hook can make you feel more secure and stable on a steep pitch. But you shouldn't forego other safety measures, such as using a personal fall arrest system consisting of lifelines, lanyards, and deceleration devices attached to an anchor point and connected to the body harness. Remember, the anchorage should be able to support 5,000 pounds per employee. Ladder hooks are designed to secure the ladder to the rooftop—not to secure a person or prevent them from falling.How Do You Choose the Right Ladder Hook?To find the right ladder hook, contact your ladder's manufacturer to see if it has a hook designed to work with its ladders. If it doesn't offer any, review the ladder hook manufacturer's guidelines to see what types of ladders are best suited for its hook. If your ladders are due for replacement, you can also look for manufacturers that offer kits with both the ladder and the hook.For more learning opportunities and resources to help you succeed in your roofing business, visit the GAF Center for the Advancement of Roofing Excellence (CARE).

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Customer Service Best Practice: Selling Residential Roof Systems

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