RETROFIT BUSINESS
Roo RTheetrofi tfi ng Game:
metal building complexes, which can be for ware- housing and manufacturing. The other side of this market is the smaller service companies that have old roofs that need replacement as well. If I had one piece of sales advice to give, it
would be “Think Big.” The bigger, the better. You really don’t have to think too hard about what this represents to your company: more dollars. So, how do you fi nd these buildings and, better yet, how do you create an opportunity? For public projects, let’s look at some things
you can do:
Finding and Creating Retrofi t Opportunities
By Mark James
To wrap up 2012, I thought it would be helpful to share some selling points to get your retrofi t sales started or, if you are already in the retrofi t market, provide you some additional thoughts. In previous months we have pointed out
some of the common types of buildings that are candidates for a retrofi t. The truth is the largest percentage of the retrofi t market is for metal-over- fl at applications for public entities. These building owners intend to occupy their buildings for years and therefore need a roof replacement that per- forms for decades and not just years. This part of the market is found in public schools and all levels of government. Metal-over-metal retrofi ts tend to be found in publicly owned buildings, but also include large
10 METAL CONSTRUCTION NEWS December 2012
• If you have a good working relationship with a metal components systems manufacturer, talk with them about hosting a retrofi t presentation in your area. Most manufacturers have American Institute of Architects (AIA) accredited programs to pres- ent to all levels of design professionals (architects, roof consultants, specifi ers and engineers). These programs can be conducted at a single offi ce in a “Lunch & Learn.” For a broader approach, they can be done in a conference format where you invite attendees across multiple disciplines, including local government personnel, school offi cials and facility managers. Most manufacturers will share in the expense or pay for it entirely.
• To keep up with what is in the bid market, add keywords to your local construction bid market
search software. Keywords include phrases such as Retrofi t Roof, Roof Renovations, Metal Roof Repairs and Metal Roof Replacement. You can also include known metal roofi ng manufacturer names into your query to try and obtain projects where they are a specifi ed and approved manufacturer.
• If you employ sales personnel, ask your manufac- turer to send you their retrofi t systems literature and
include it in your company’s promotional packet.
• If you have already completed retrofi t projects, create a project profi le sheet for each job that high- lights the attributes (size, energy effi ciency upgrade, type of metal roof and warranties, etc.). Don’t forget to show before, during and after photographs.
• If you are successful on a new project, be sure to perform a photographic chronology to share with
your manufacturer. Start by taking high-resolution photos before you even mobilize on the job site. Once the job is completed, ask the manufacturer to write an editorial to be published in a number of magazines. They will love you for this because it is free nationwide advertising for them. Once
published, obtain some editorial copies to include in your sales packet. For private projects, the following may help:
• As simple as it sounds, when driving around town, start noticing those roofs that look in disre-
pair. You can cold call them or mail them a promo- tional packet and then follow-up to gain a person- to-person meeting.
• Go to Google Earth and take fl ight for a bird’s eye view of your local market. Look for excessive
water or deterioration on fl at roofs and old rusted metal roofs that may need a new metal roof replacement. In most cases, you can obtain the name of the company and the physical address by using the street view option. Before you do this, get a personalized mail piece assembled to mail to these prospects. I would also call the company prior to mailing to obtain the building owner or manager’s name.
• Another option I see contractors doing is to rent an airplane or helicopter to look at roofs the morn-
ing after it rains.
• You may not think you are a great speaker, but my bet is if you know your product and what you can do and have done, your story will be interesting to most groups. Check around your local market for business groups that need speakers. These can include the Rotary and Lions, as well as breakfast business groups and other professional clubs.
This wraps up the 2012 editorial on retrofi t roof
systems. We hope that you gained some knowl- edge in the monthly articles and now have a better understanding about the fundamentals of retrofi t. As you go forward in your retrofi t quest, remem- ber there are several manufacturers out there that can provide technical assistance and promotional expertise. Most I have worked with over the years have millions of square feet of successful projects that prove the retrofi t market is a place any metal systems contractor should be.
Mark James has more than 40 years experience in the retrofi t and metal construction markets, work- ing for leading manufacturers and executing great projects. Currently, he is president of RetroSpec LLC, a consulting company offering direction and deep knowledge of the retrofi t business for manu- facturers and contractors. James can be reached at
mark@retrospecllc.com.
www.metalconstructionnews.com
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