The benefits of offering coatings

CCS Influencer Shawn Morgan says that coatings are a great way to build trust and strengthen relationships with clients. 

I believe roof coatings are a great way to diversify business and help fill some gaps when things slow down. It’s not going to completely replace traditional roofing work, but it can give you another tool in the toolbox and create opportunities that you might otherwise miss. 

One of the biggest advantages is that not every building owner is ready to spend the money on a full roof replacement. A lot of owners are looking for ways to extend the life of their existing roof and push a replacement out a few more years. A coating gives you that solution for those customers instead of simply walking away when they decide not to replace the roof. 

It can also keep crews busy. Many of our coatings projects are smaller and can be scheduled more easily than large projects. When that work slows down, these coating jobs can help maintain production and keep good people working. 

Another thing I like about coatings is that they create opportunities with customers you may already have. If you’ve installed or serviced roofs for a building owner in the past, there’s a good chance you’ll eventually have a restoration opportunity before that roof reaches the point of needing replacement. It gives you another reason to stay in touch with that customer and continue to provide value. 

That said, success with coatings isn’t just about buying the equipment and selling a few jobs. The contractors that do it well invest heavily in training because these systems are installation dependent, and every manufacturer wants it done a little different. Surface preparation, weather conditions, application rates and detailing can be manufacturer-specific and play a huge role in the performance of the coating. As we know, a great product can still fail if installed incorrectly. 

For me, the biggest benefit is it allows you to offer more solutions. Instead of every conversation leading to a replacement, you can talk about repairs, maintenance, coating, recover or replacement. When customers feel like you’re helping them find the best solution instead of selling the most expensive one, it can build trust and strengthen a relationship.