METAL ROOFING FEATURE
Continues to Gain Market Share
Metal Roofi ng By Tom Black
It's no secret that many homeowners are plan- ning to stay in their homes longer than ever, choosing remodeling over new construction. A report released earlier this year, “The Remodel- ing Market in Transition,” from the Remodeling Futures Program at the Joint Center for Housing Studies of Harvard University, Cambridge, Mass., concluded “in today’s uncertain economic environ- ment, homeowners are likely to focus remodeling spending on projects that improve energy effi cien- cy of homes, generate cost savings and maintain structural integrity.” This is really good news for the metal roof-
ing industry, as our products meet all three of these qualifi cations. In fact, even in this tough economy, independent McGraw-Hill Construc- tion Research and Analytics data shows the number of residential metal roofs has more than tripled during the past decade, increasing metal’s overall U.S. market share from 3 percent to ap- proximately 10 percent. The Metal Roofi ng Alliance (MRA) is a mem-
ber-supported coalition of metal roofi ng manufac- turers, paint suppliers and coaters, dealers, metal industry associations, and roofi ng contractors that pool resources to educate consumers through an ongoing national marketing campaign. To date, MRA’s members, including the top metal roofi ng manufacturing companies, raw materials suppliers and allied associations, have invested $25 million to grow the market and support contractors.
26 METAL CONSTRUCTION NEWS January 2013 The impact of these efforts is huge. A 1
percent increase in market share for metal roof- ing results in added sales of 1.5 million squares of metal roofi ng, utilizing an additional 100,000 tons of steel and 200,000 gallons of paint plus fasten- ers, underlayment and fl ashings. In the last fi ve years, MRA has passed on 100,000 consumer leads to contractors, resulting in an estimated $1.2 billion of contractor-installed sales.
Documented Growth A recent analysis of market share fi gures shows that metal is the one consistent bright spot in the retrofi t roofi ng market. In fact, residential metal has performed better than all other materials tracked by the study. Between 2003 and 2009, the total residential
roofi ng share in squares for all materials except metal was down more than 21 percent. During that same time, the total metal residential roofi ng market saw a 14.6 percent increase in squares. That's a huge difference, and we believe it's strong evidence that the MRA program is working.
Eco-friendly Perhaps the biggest marketplace factor that's driv- ing metal roofi ng sales is the sustainable or green building movement. The Metal Roofi ng Alliance has capitalized on the environmental and economic benefi ts of its members' products to encourage homeowners to invest in their home.
Gerard metal shake roof Advances in coating technology and metal
forming have created a new residential market for metal. Many products feature longer-lasting coat- ings that help save energy, allowing homeowners to reduce their heating and cooling costs. In addi- tion, new metal stamping techniques are producing durable metal shingles that look like wood shake, tile, slate and architectural shingles that will last 50 years or more It’s important to remember that the residential
metal roofi ng industry takes its market share from competing products, such as asphalt and concrete tiles. As a result, all the growth spurred by MRA represents new opportunities, and new revenue for all the companies involved in the product, from steel mills and coil coaters to the contractors who install the metal roofs.
Track Record of Success Founded in 1998, a key component of the MRA’s national marketing effort is the website, www. metalroofi
ng.com, with the Find-A-Contractor feature that matches homeowners with local contractors. This national lead generation program has a
proven track record of success. In the latest bian- nual survey of consumers who fi lled out the Find- A-Contractor form at the MRA website:
• 45 percent of the respondents have installed a roof (any type material) in the past two years
www.metalconstructionnews.com
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