CCS Influencer Shawn Morgan says successful roof coating installations depend on careful planning and environmental awareness long before the coating is applied.

When it comes to roof coatings, choosing the right product is only part of the equation. What happens during installation can have just as much impact on the performance and longevity of the finished system. The condition of the existing roof, the environment and the weather all play a role. As contractors, we need to look beyond the coating itself and understand what is happening on the roof before and during the installation.

Climate is one of the biggest variables. Temperature, humidity, dew point, wind and direct sunlight can all affect how we apply a coating applies and how it cures. This is especially important in hot climates. During the summer, roof surface temperatures can get much higher than the actual air temperature. A coating may begin to skin over or cure faster than we expect, making it harder for us to achieve the specified coverage rate and dry-film thickness.

The opposite can happen in cooler or more humid conditions. Lower temperatures and high humidity can slow the curing process and leave the coating vulnerable to moisture for a longer period of time. That’s why we need to make sure we understand the manufacturer’s application requirements and not simply rely on the temperature shown on a weather app. The conditions at the roof surface can be very different from what is happening at ground level.

Ponding water is another issue that comes up frequently. Many coating systems can handle intermittent exposure to water, but coatings aren’t a substitute for proper drainage. If water is sitting on the roof for extended periods, there is usually a reason. It could be inadequate slope, a clogged drain, damaged insulation or another problem with the existing roof system.

Before coating those areas, we need to determine what is causing the ponding and decide whether it needs to be corrected. Sometimes that means improving drainage or making substrate repairs. In other cases, tapered insulation or other corrective work may be necessary. Putting a new coating over an existing problem doesn’t make the problem go away… it can simply make it harder to address later.

Weather is another factor that can change the game quickly. As contractors, can have the roof properly prepared, the right materials on-site and a crew ready to go, only to have a storm move in and shut down the installation. Rain during application or before the coating has properly cured can affect adhesion and performance. High winds can make spray application difficult, increase overspray concerns and make it challenging to achieve consistent coverage.

That’s why watching the forecast is so important. We need to look beyond whether there is a chance of rain and consider the entire installation window. How much time is needed for application? How long does the coating need to cure? What will the temperature and humidity be during that period? Those questions can make the difference between a successful installation and a callback.

Ultimately, roof coating installation is a process… not simply a matter of applying material to a roof. Good preparation, proper substrate evaluation, attention to environmental conditions and following the manufacturer’s requirements are what produce a quality result.

Match coatings and replacements to the roof’s condition to achieve the best outcome for building owners.

One of the biggest misconceptions about coatings is that they’re a solution for every roof. They’re not, and that’s okay. The key is knowing when a coating makes sense and when it’s better to recommend a full replacement.

If a roof is structurally sound, has dry insulation and the existing membrane is in decent condition, a coating can be an outstanding option. It can extend the life of the roof by 10, 15 or even 20 years while avoiding the cost and disruption of a complete reroof.  For many building owners, that’s exactly what they are looking for: a way to maximize the investment they’ve already made.

On the other hand, there are roofs where a coating simply isn’t the right answer. If the roof has widespread moisture in the insulation, major structural issues or the substrate has deteriorated beyond repair, applying a coating is just putting “lipstick on a pig.” You are just putting a pretty white covering over an existing problem. In those situations, a full replacement is the more responsible recommendation because you are addressing the underlying issues instead of just delaying them.

That’s why the initial roof inspection is so important. Before recommending any system, we need to understand exactly what we have to work with. Moisture scans, core samples and a thorough roof assessment all help us determine whether the roof is a good candidate for a coating or not.

Ultimately, the goal is not to sell a coating or a replacement, it’s to recommend the solution that delivers the best long-term value for the building owner. When coatings are used on the right roof, they are an excellent tool! However, when they are used on the wrong roof or an unsuitable substrate, everyone ends up losing. Making that distinction is what builds trust and credibility with customers. That’s what long-term relationships are made of.

By Jesse Sanchez. 

An upcoming Coffee Conversations will take you behind the scenes of an award-winning roofing and waterproofing project to uncover what it takes to protect an architectural landmark. 

In an upcoming RoofersCoffeeShop® Coffee Conversations® on August 27 at 7 a.m. PT, Heidi J. Ellsworth meets with Mark DeFreitas, vice president of strategic accounts for SOPREMA and Chris Evans, vice president of estimating for KPost Roofing & Waterproofing, to explore the award-winning roofing system installed on the National Medal of Honor Museum in Arlington, Texas. 

High-profile architectural projects demand much more than simply selecting a roofing system and installing it. Unique geometries, steep and low slopes, multiple elevations and intricate waterproofing details can all increase the complexity of a project. Mark and Chris will share how collaboration, careful planning and attention to performance requirements helped the teams navigate those challenges while balancing durability, aesthetics and long-term protection. 

Bringing perspectives from both the manufacturer and contractor sides of the project, Mark and Chris offer insight into the decisions and coordination required to turn a challenging design into a successful installation. Their roles with SOPREMA and KPost Roofing & Waterproofing give attendees the opportunity to hear directly from professionals involved in roofing product strategy, estimating and the execution of complex roofing and waterproofing work. 

Contractors will learn what performance requirements should be considered when evaluating roofing and waterproofing solutions, what criteria matter when comparing systems and how planning during the design phase can affect the finished project. The conversation will also explore the communication strategies, operational considerations and installation techniques that helped keep this project on track. 

Attendees will come away with real-world lessons they can apply to their own complex roofing projects, including ways to improve collaboration between the design team, manufacturer and contractor, strengthen material-selection decisions and approach highly technical installations with greater preparation. 

If you have ever looked at a one-of-a-kind building and wondered how the roofing team transformed an ambitious architectural vision into a durable, watertight reality, this is a conversation you won’t want to miss. 

Join Heidi, Mark and Chris on August 27 at 7 a.m. PT to learn more about the roofing and waterproofing strategies behind the National Medal of Honor Museum. 

Register for this Coffee Conversations to discover the lessons contractors can take from this nationally recognized project and apply to their next complex roofing and waterproofing challenge!

CCS Influencer Shawn Morgan says hybrid roofing systems shine when applied to preexisiting roofs with complicated details. 

Hybrid roofing systems are one of the more practical trends happening in commercial roofing right now, especially as more building owners try to stretch the life of a roof without paying for a full tear-off. Let me walk you through how these systems actually work. 

1 - Combining coatings with self-adhered membranes:

The basic idea is pretty simple: you get the best of two worlds. Self-adhered membranes give you consistent thickness and good puncture resistance, but their seams can be a weak point. Coatings give you a nice monolithic, seamless surface, but on their own they can struggle with ponding water or uneven substrates if they're applied too thin. So instead of picking one, a lot of roofers now lay down an SA membrane as the base, usually SBS-modified bitumen or a granulated cap sheet; and then coat over the top, either across the whole roof or just at the seams and tricky spots like penetrations and wall transitions. That coating essentially "welds" the seams together, which takes away one of the biggest failure points of membrane-only systems. 

You see this a lot in re-roofing jobs where a full membrane replacement isn't in the budget. The membrane handles all the detail work around curbs and drains, and the coating stretches across the field to tie it all together. 

2 - Reinforced assemblies and how the layers stack up:

This is really where hybrid systems earn their keep. Installers will often embed polyester or fiberglass reinforcing fabric right into the coating at seams, fasteners, and flashing details, basically anywhere there's extra stress or movement. A typical buildup might look like an existing roof deck, then a primer, then a base sheet (self-adhered or torched down), reinforcing fabric at the critical spots, and finally a base coat and topcoat of the coating itself. One thing that trips people up: not every coating will work with every membrane. Silicone over an asphalt-based membrane, for example, usually needs a compatible primer, or it just won't bond right. Fleece-backed SA membranes are popular for this exact reason…coatings stick to that fleece surface way better than to smooth modified bitumen. Skipping that compatibility check is probably the single most common reason hybrid systems fail early. 

3 - Where hybrids actually beat the traditional systems:

Hybrids really shine on roofs with a lot of congestion, tons of curbs, pipes, HVAC units, parapet walls, that kind of thing. It's hard to detail all that with a single-ply membrane alone, but combining SA membrane with a coating lets you customize the flashing while still getting a seamless field application. 

They're also great for restoration jobs where tearing off just isn't realistic: cost, disruption, sometimes asbestos underneath. So, being able to restore the waterproofing without ripping everything out is a big win. Same goes for areas with standing water; a coating by itself can degrade or grow microbial algae there, but adding a membrane layer underneath in those ponding zones holds up a lot better over time. And in climates with big temperature swings, the flexibility of a membrane paired with an elastomeric coating handles expansion and contraction better than a single rigid system would. 

Where traditional systems still win is new construction: clean deck, simple layout, no weird details. In that case, a straightforward single-ply, or built-up system is usually cheaper and faster. Hybrids really make sense for retrofits, restorations, and roofs with a lot of complexity. 

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. 

CCS Influencer Shawn Morgan says training directly from a manufacturer helps contractors stand out, build trust and ensure long-term performance.

We have found that manufacturer-led training is probably the most important training for us to do when it comes to roof coatings. These systems really come down to how well they are installed. It’s not just rolling on material…no matter the manufacturer. Our success depends on prep work, weather conditions, application rates, details and making sure the manufacturer’s process is followed from start to finish. A quality product can still fail if it’s not installed correctly. 

That’s why training directly from the manufacturer makes such a difference. They know exactly how their system is designed to perform, what works best over different roof types and where installers typically run into trouble. 

It also protects everyone when it comes to warranties. Manufacturers have very specific requirements around things like surface prep, moisture conditions, mil thickness, reinforcement and inspections. Having our crews trained by the manufacturer helps make sure that all of this is done correctly, which avoids problems later if there happens to be a warranty claim. 

Probably the biggest value is avoiding mistakes before they happen. Most issues with roof coatings are not because the product failed; it’s usually tied to poor prep, applying material over moisture, missing details or not hitting the required mil thickness. Training with the manufacturer helps crews understand these common mistakes and how to avoid them. 

It also gives our customers (building owners, consultants or specifiers) more confidence in our company. When they know we have been trained and approved by the manufacturer, it reinforces that they’re not just buying a roof coating, they’re getting a complete roofing system installed by people who know what they are doing. 

As roof coatings continue to grow in the market, this kind of training becomes even more important. It helps contractors stand out, builds trust and makes sure the system performs the way everyone expects it to over the long haul. 

By Emma Peterson. 

Learn about the partnership between the Roofing Alliance and Ronald McDonald House. 

In 2017, Charles Antis of KPost Roofing and Waterproofing stood up in a Roofing Alliance meeting and suggested a nationwide project where roofers could adopt Ronald McDonald House programs. Our very own Heidi J. Ellsworth was there that day and has seen how that idea has grown over the last decade. To talk about this initiative, she hosted Katie Fitzgerald, president and CEO of Ronald McDonald House Global, for an episode of Contractor Outlook.  

Ronald McDonald House dates back to the 1970s when a renowned pediatric oncologist named Dr. Audrey Evans realized that many of the families of her patients at the Children's Hospital of Philadelphia had nowhere to stay during treatment. For families who traveled especially far for their child’s treatment, some would even sleep in waiting room chairs or on hospital floors, just to be close  

In partnership with McDonald’s and the Philadelphia Eagles, she opened the first Ronald McDonald House, which provided families with free housing so they could be close to their children and the life-saving treatment they needed. Today, there are over 400 Housesin 60countries and regions.  

The growth was incredible, but with that growth came support needs. Katie explained:  

In the United States alone, our 165 standalone Houses, which are safe havens of comprehensive support for families with social services, emotional support, meals, transportation, art therapy and even schooling, take up around six million square feet of physical infrastructure. That’s a lot to take care of and honestly, our organization is very lean. Our Houses need help with the day-to-day operations, let alone the bigger maintenance tasks. 

It's that need that Charles’ idea aimed to fill, and the best part is it worked! Heidi shared some of her first-hand experience of what the mobilization looked like after Charles’ presentation to the Roofing Alliance in 2017, saying, “Contractors were calling contractors across the country. Someone from Philadelphia was calling someone in Oregon or Washington or wherever it may be and saying, ‘Hey, we're doing this here. You guys really should think about this.’ And it was because they shared their stories of supporting Ronald McDonald House and how powerful it was that a lot of people were able to get involved, adopt and be a part of this big program.” 

For Katie and broader Ronald McDonald House System, that mobilization was game changing. She explained, “I think since that time, there's been over $3 million of support for everything from maintenance to full-on roof replacement. The partnership is saving our nonprofit partners who perform this work tremendous amounts of money that they can put into the family instead. It’s been amazing... And one of the best parts is just seeing roofers all over the country fall in love with our mission and go beyond the roof to help. I know roofers around the country have been involved in other sorts of activities to take care of the houses beyond the roofs — fundraising, volunteering, collecting holiday gifts and more! They’re really connected with this mission so beautifully and we need the help.” 

Listen to the newscast or Watch the whole episode for more about how contractors all over are supporting Ronald McDonald House’s incredible mission. 

CCS Influencer Shawn Morgan shares insight into helping skeptical business owners understand what coatings can do for their projects.

Selling roof coating systems to skeptics isn’t about pushing product…It’s about lowering their risk and helping them rethink how they view their roof. Most skepticism comes from a past failure, a bad install they’ve seen or the assumption that coatings are a shortcut, we’ve all heard someone say: “You’re just painting the roof.” The best way to start is by acknowledging that up front. You could say, “You’re right to question coatings, they’re not the right solution for every roof,” it immediately changes the tone of the conversation. Now you’re not a salesperson, you’re consulting them to make the right decision for their roof. 

From there, the conversation should feel more like a diagnosis than a sales pitch. Walk the roof, ask questions and evaluate whether the system is even a good candidate for coating. When customers feel like you’re willing to say, “This isn’t a good fit for coating”, it builds trust. That opens them up to hear you out when it is a fit. It also helps to change their perception of coatings entirely. A lot of people think of coatings as temporary, but the more effective way to position them is as a strategy…Something that extends the life of their roof and gives them more control over when they eventually replace it. You’re not avoiding the replacement; you’re helping them time it more intelligently. 

Skeptics also tend to tune out any marketing language, so proof matters more than anything. Instead of brochures and swag, bring real examples of your work. Photos, test results, stories of similar buildings that have performed over time. This gives them the chance to see the results without feeling like they’re taking a huge risk with their building. If you can connect them with another owner that has already done it, even better!  

At some point, you must address the biggest concern…What happens if it fails? This is where you separate yourself by explaining why sometimes coatings don’t work…Usually because of poor prep or using the wrong system and then walk them through why your process avoids these issues. When they understand that success depends on the process, not just the product, it changes the conversation. 

It can also help to lower the stakes in their mind. Rather than asking for a full commitment, suggest starting with a smaller section or “test area.” This gives them a chance to see the results without feeling like they’re taking a huge gamble. Along with that, keep the conversation about their priorities. Cost, disruption and long-term planning. When you can clearly show how a coating extends roof life at a lower cost than replacement and avoids operational headaches, it makes the conversation much easier. 

At the end of the day, the goal isn’t to “sell” coatings. It is to position the owner as part of a long-term roof management plan. When customers see it that way, it seems less risky and more of a smart business decision. And, when necessary, it’s a strong move to walk away. If you tell someone that coating isn’t right for their roof, it builds credibility and often brings them back when they have other opportunities. 

The resulting roofing systems enhance both the durability and the visual impact of the museum, supporting the long‑term performance of a building designed to honor American service and sacrifice.

SOPREMA, Inc. is proud to recognize the selection of the National Medal of Honor Museum in Arlington, Texas, a project featuring SOPREMA roofing materials, as a Best‑in‑Class Award winner in the Asphalt Roofing Manufacturers Association (ARMA) 2026 Excellence in Asphalt Roofing Awards Program. The project’s roofing contractor, KPost Roofing & Waterproofing, received the honor in the Commercial/Mixed Use Category for their exceptional work on this architecturally significant and nationally meaningful facility.

The National Medal of Honor Museum, designed by Rafael Viñoly Architects, required a roofing solution that delivered long‑term durability while supporting the building’s striking and complex geometry. The project includes multiple elevations, steep and sloped planes, and hundreds of penetrations, requiring close coordination between the architect, general contractor and KPost Roofing & Waterproofing throughout the installation.

To meet the museum’s performance and design requirements, the project team selected a SOPREMA roofing system incorporating ELASTOPHENE® SP 2.2, SOPRALENE® 180 Sanded and COLPLY® EF Adhesive for the primary membrane assembly. For the extensive detailing and complex transitions across multiple roof elevations, ALSAN® RS 230 Field and ALSAN® RS 230 Flash provided a seamless, liquid‑applied solution capable of conforming to the building’s unique geometry. Together, these products delivered the long‑term durability, flexibility and weatherproofing performance needed to protect the structure against the demanding conditions of the Texas climate without compromising the museum’s architectural vision.

“This project reflects excellence not only in construction, but in purpose,” stated Reed Hitchcock, ARMA executive vice president. “KPost Roofing & Waterproofing delivered remarkable work on a building that carries deep national significance.”

“This project is a great example of what’s possible when skilled contractors, thoughtful design and reliable, high-performance materials come together,” said Tim Kersey, CEO of SOPREMA U.S. “KPost Roofing & Waterproofing delivered an exceptionally complex roofing scope with professionalism and precision, and we’re proud that our systems were complemented by their work on such an important landmark.”

Despite the demanding schedule and the museum’s highly complex architecture, KPost Roofing & Waterproofing executed the project with outstanding precision. The resulting roofing systems enhance both the durability and the visual impact of the museum, supporting the long‑term performance of a building designed to honor American service and sacrifice.

ARMA’s Excellence in Asphalt Roofing Awards Program recognizes the top steep‑ and low‑slope asphalt roofing projects across North America based on four categories: Why Asphalt, Project Challenges, Distinction and Beauty. The 2026 program received 82 submissions, highlighting innovation and exceptional workmanship across the industry.

To learn more about the awards program or ARMA, visit asphaltroofing.org.

About SOPREMA

SOPREMA delivers high-performance solutions for roofing, waterproofing, wall protection and civil engineering, driven by a relentless pursuit of innovation, sustainability and product excellence. The comprehensive building envelope portfolio includes SBS and APP-modified bitumen, PMMA/PMA liquid-applied membranes, synthetic PVC membranes, STPE and PU sealants and adhesives, air and vapor barriers, below-grade waterproofing, vegetative roofing and indoor BioWall solutions, silicone and acrylic roof coatings and accessories. With a legacy of proven performance, SOPREMA sets the standard for durability and reliability in the building industry.

By Emma Peterson. 

From testing regulations to tariffs and workforce gaps, learn about the major challenges facing our industry and how we can rise to meet them. 

While at the 2026 World of Concrete show, Heidi J. Ellsworth of CoatingsCoffeeShop® had the opportunity to host a special Coffee Conversations®! This session featured a panel of professionals including Ray Rizzi of Tremco, Joe Harnois of Atlantic Builders Supply Northeast, Steve Little of KPost Roofing and Waterproofing, Jeff Walls of Innovative Chemical Products and Kevin Cummings of Polycoat Products. With backgrounds spanning across the coatings world, this incredible panel was perfect for the job of sharing their insights into the current challenges facing the industry.  

Testing 

Kevin opened the conversation by highlighting the need for more comprehensive and ubiquitous testing. As products continue to change and advance, so must the skills of the individuals using them in real-world applications. He explained, “One issue that I see is getting back to some sort of coordination on testing so that, as a group, we can all agree on what testing is important in relation to how systems actually perform on buildings.” Jeff echoed that point, adding, “We have similar challenges in manufacturing...It is really key this year that we find that balance of optimized quality of product and optimized quality of work...Testing is huge part of that.”  

Tariffs 

In addition to the challenges of updating testing standards, Jeff noted how the constantly changing tariffs and the resulting unstable market are a continuing challenge for coatings professionals:  

Across the industry, we're certainly challenged by the inconsistency of tariffs...But I think a key to overcoming this is communication...As a manufacturer, I need to be able to go to my distributors and say, ‘Hey, you know what? It's going to be a small price increase for a little while.’ Then I have to be honest enough that when we're not in the face of that, we bring it back down. And that way, when he passes on to a contractor, if we all work together, we can weather it together. 

Workforce 

Another challenge that’s no stranger to the conversation was the aging workforce, a concern that has continuously grown in relevancy over the years. Steve shared, “People that are really subject matter experts who grew up in this industry are aging out and we're starting to lose some really credible resources.”  

This is something that Joe has seen as well. He noted, “In the Northeast, in the concrete industry, the average age is 63 years old and one of the biggest issues is that those professional don’t have a succession plan...Going back to how this is all a partnership, we can do our best to come out with the best products and all this jazz, but if a great amount of our workforce just ages out, we’re all in trouble.”  

Timelines 

The other challenge that was brought up was related to timelines and work cycles. Ray explained, “In the Northeast, we have winter from November to basically March. It means our work cycle is small. That’s why it’s so important that we, as a manufacturer, develop innovative products to make the lives of our contractors easier and to also maintain the quality of the installation.” Kevin shared a similar sentiment, explaining, “That’s part of why we developed our two-component, fast-cure coating systems – to extend the time that the installers can install.”  

Conclusion 

Overall, 2026 will present some tough challenges for all professionals in the world of coatings. But this is a tough industry, full of professionals who are ready to rise to the challenge. Invest in your people and foster partnerships within the industry. Steve added, “Invest in your employees. The difference between all the products that are available and all the ways to get the products to it are the people that are installing them and doing the work.” 

As Ray noted, “Everything in the industry is a partnership, all three ways, from the manufacturer, to the contractor, to the distributor. All of us are all in the same game, we're all going to play and figure out a solution out together.” 

Watch the recording from the show to hear more of these panelists expert insights!