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IN DEPTH: Roofing

System selling grows, but contractors and homeowners are paying more attention to the value provided by each piece as they realize the importance of each component.

As roofs become more complex and gain value in projecting a home’s curb appeal and adding energy efficiency, contractors and homeowners both are paying closer attention to what components are used and what features they offer. They also understand that all pieces play a key role and must work together so that the whole is greater than the sum of the parts in providing performance.

“A systems approach to roofing products is definitely developing,” says Jonathan Wierengo, vice president of marketing for Headwaters Roofing, a division of The Tapco Group. “Homeowners aren’t there yet, but contractors understand the principles and are pushing it. They believe they can educate the customer at the kitchen table by presenting all the information. Contractors and homeowners are both seeing that higher-end products can cost less over time due to their longevity and efficiency.” Adds Gary Davidson, national accounts manager at Metal Sales, “There is more emphasis on selling roofing solutions. As a result, the sale includes whatever is needed to satisfy the needs of the customer. Certainly, ventilation is a key component, and items such as snow retention have drawn significant attention.”

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“Builders are always looking to take a systems approach to building, and that’s spreading through the house,” agrees Brent Flotkoetter, general manager at Huber Engineered Woods. He saw it begin with wall assemblies for Huber’s ZIP system, as builders recognized the benefits. “Now interest is growing for roofing applications, because the benefits are the same. Builders want tighter roof systems with greater moisture protection and fewer air exchanges overall, and they realize they can get those benefits for the roofs as well as for walls.”

Net-Zero-Home---Escondido-CaliforniaThis Net-Zero home in Escondido, Calif., features 24-gauge Magna-Loc standing steam roofing panels in Antique Patina from Metal Sales. More than 100 of the company’s panel colors are listed with Energy Star for improving energy efficiency by reflecting sunlight. The panels also are 100% recyclable and are said to contain a high percentage of recycled content.

Jeff Avitabile, product manager for Steep Slope Accessory Products at GAF, sees systems selling growing further. “It’s evolving, so all the manufacturers are pushing it,” he says. “They can capitalize on it by selling more of their products and help the consumer get a more complementary system by buying everything from one source. There’s a lot of upside to buying from one manufacturer, as all responsibility stays in one place.”

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