Turning uncertainty into an advantage

By Dani Sheehan. 

Learn how roof coatings can help you build trust and steady work in a volatile environment. 

Uncertainty has become the defining challenge for today’s roofing market. Building owners are weighing aging roofs against tightening budgets, while economic shifts make it difficult to plan major capital projects. Yet as industry experts shared in a recent episode of CoatingsTalk®, uncertainty doesn’t have to mean inaction. Contractors who can offer flexible, practical solutions like roof coatings, backed by honest communication, have the chance to strengthen relationships and secure steady work, even in unpredictable times. 

Efficiency, cost and lower risk 

One of the clearest advantages coatings systems offers is efficiency. As Todd Farr, national sales manager for EVERROOF, explained: “Applying these doesn’t take as much time as a tear off. You’re using less labor, less time. You’re not taking trips to the dump, so that saves time as well. Time efficiency is huge, as well as just the cost of goods. It’s lower. Generally, contractors like their margins with this option, even though it’s the lowest cost for the building owner too.” Better margins for contractors and affordability for customers make coatings systems an especially powerful tool in uncertain times.  

Will Lorenz, president of General Coatings Manufacturing Corp, also emphasized that coatings are “a durable solution. Many manufacturers have credentials such as Miami-Dade, fire classifications with UL, approvals with research reports that show that these coatings have been tested and that they perform to the highest levels and meet the standards in the industry.” With 10- and 20-year warranties now common, coatings aren’t just buying time – once a common belief in the design world. Instead, they’re proven systems that add long-term value to the life of the building. 

The proven performance of roof coatings gives building owners confidence to move forward even when the market feels unpredictable, making coatings a reliable option they can count on. 

Honest conversations drive opportunity 

Even in times of uncertainty, contractors can create certainty for their customers. Todd encouraged contractors to start with fact-finding and open dialogue: “Find out what are their goals with the property? Then, present them with options – maintenance, a fluid-applied restoration system, a layover and a tear off. They may not pull the trigger right now, but you’re going to be the contractor they ask back when they are ready because you’ve given them the most information.” 

Will reminded us that weathering uncertainty isn’t just about offering flexible solutions. It’s also about making smart investments in your own business: “In times of uncertainty, I always think cash on hand. You should be wise about your investments so that you have the ability, if you see this large project coming up, to pre-buy some of that material... Or decide to invest into new equipment or your training program so that you can do a better job and have your customers more satisfied.” 

Uncertainty in the market doesn’t have to translate to uncertainty in your business. Read the transcript, Listen to the podcast or Watch the webinar to learn more about strengthening your business to successfully navigate uncertain times.