Looking to the future of coatings

CCS Influencer Shawn Morgan says instead of selling just a coating, you can sell performance over time.

When we look at where roof-coating technology is heading in 2026, there are a few things we have heard about that could really shake up the industry. The biggest pushes seem to be around energy efficiency, smarter roofs and longer-lasting systems and the innovations behind them are moving fast. 

There’s a big push toward integrating roof systems with technology…I think sensors embedded under or within coatings that monitor moisture, UV exposure and thermal cycling will be available fairly soon. Similar to what we have already seen implemented in single-ply roofing systems. Instead of waiting for something to fail, owners could get alerts before a leak even forms. For your customers that have portfolios with multiple buildings, this predictive maintenance is a game-changer. 

We are also beginning to see self-healing and self-cleaning coatings. There are polymers in the coating that can seal tiny cracks and repel dirt on their own. Imagine a roof coating that actually repairs minor wear before it turns into a leak…and stays cleaner, so reflectivity doesn’t drop off as fast. This will provide owners longevity, and this technology is aimed straight at that value.

We’re seeing coatings designed to reflect more heat than ever…some testing as high as 97% reflectivity. That means cooler buildings, less HVAC strain and lower energy bills. These coatings are engineered with nano-materials (not to get too scientific)  and other polymers that can actually provide insulation properties and R-Value. In a climate like DFW, that’s real money back to the building owner and a strong selling point if you’re offering coatings as an upgrade rather than just maintenance.

We can also expect more low-VOC, bio-based, and recycled-content products. This plays especially well when you can pair sustainability with longer life, lower energy usage and less landfill waste versus a tear-off, etc. 

So, instead of selling just a coating, you can sell performance over time…less heat, fewer leaks, more data, longer life. That’s where your ROI story is a strong selling point to your customers.