In a market where budgets and crews are tight, how can coatings present themselves as the most practical path to extending roof life without sacrificing performance?

In this CoatingsCoffeeShop® Coffee Conversations, sponsored by H.B. Fuller, Megan Ellsworth visits with thought leaders in the industry to take a hard look at the misconceptions and missed opportunities shaping today’s roof coating market. They break down why long-term success depends less on the topcoat and more on the system beneath it, from assessment and prep to labor quality and ongoing maintenance. The conversation also explores the untapped potential of liquid-applied systems across the building envelope along with the real story behind sustainability claims and education gaps. It’s a candid, practical discussion built for roofing and coatings contractors who want to raise their standards and strengthen every project they touch.