Yesterday was day 1 of the Western Roofing Expo and we talked to quite a few people yesterday. One conversation really struck me more than any other I had yesterday. I was speaking with a gentleman from San Diego who is a 
contractor. As we spoke more about the construction industry I was able to find out that he was a roofing contractor using asphalt and shingles as his primary supplies. Of course I turned the conversation towards metal roofs and why he doesn’t sell them or install them. His answer to me was “THEY DON’T SELL IN SAN DIEGO.” I found that quite hard to believe to be honest so I then asked him a series of questions:
1. Have you worked with metal? The answer was NO
2. Do manufacturers or distributors show you the benefits of metal? The answer was NO
3. Do manufacturers or distributors show you how you can increase your business’ income with metal? The answer was NO
4. Do consumers know about the benefits of metal? The answer was NO
Ok so it is quite evident that this contractor is not educated on the benefits of metal. I am not doubting that he was not knowledgeable about the construction industry but the fact remains that there is a rift between manufacturer-contractor-consumer in terms of how metal helps grow their business, and how metal is beneficial. So how do we resolve this and take contractors out of their comfort zone to learn about the benefits of metal? I think there are many ways to go about this and I will talk about those in a separate post this week. I will say I am a bit disappointed with manufacturers and distributors in this case, but I am also disappointed with contractors. The problem is you might have manufacturers that don’t want to educate contractors and you have contractors that don’t want to learn. It’s a lose lose situation for the industry. It’s time we educated more to show the income benefits and business growth involved, at the end of the day that is what contractors care about right?


  1. Thanks again for the blog post.Really looking forward to read more. Fantastic.

  2. Interesting observations. Please feel free to send contractors to the Metal Roofing Alliance /MRA website ( to get more information about residential roofing. We have manufacturer members that ship all over North America. Several even have a major presence in California. MRA is the only metal association that markets to consumers, we’ve had success in building the residential market share. However, more engagement from the industry (including contractors) is needed to fully fund and execute a national consumer marketing campaign, which is an expensive task. I’m happy to work with you on a follow up story 🙂 Also, our contractor liaison can answer contractor’s questions – reach him at

  3. I find this odd since California typically is on the “cutting edge” of new technologies and processes, but they are really behind many parts of the USA in utilizing metal roofing. You’d think that with the wildfires and other natural disasters that are so common there that it would spur the growth of residential metal roofing, but it just hasn’t happened yet. That said, we have some great clients out on the west coast, and we have some distributors that are focusing on the California region heavily since it’s a fairly “untapped” market for metal. It’s one region in the USA where we still see great growth potential!

  4. Reblogged this on METALCON Blog and commented:

    I wanted to reblog this because I think we can hear from more of you on the topic.

  5. This is something that we noticed when we first began focusing on the Western regions for our product offerings several years ago. We have noticed some increase in education and activity, but with efforts from WSRCA and Metalcon efforts in October, hopefully a turn is coming. This is a true disappointment for these builders for not having a broad product line to offer their customers. We look forward to reading more!

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