Homeowner’s Reasons for Choosing a Metal Roof
Longevity 61% Strength & Protection Environmentally Friendly
Good Investment/Adds Value 7% Attractive Appearance
1% 4%
Other 4% Energy Savings
Roofi ng Materials Chosen by MRA Consumer Leads 0.4% 81.7% 16.3%
Metal Tile Asphalt Shingles other
1.6% Source: Metal Roofi ng Alliance Consumer Survey
16% 9%
Natural Metal Roofs Shine Again
During the past decade, natural metal roofs have enjoyed a renaissance in the residential roofing marketplace. Natural materials are defined as self- healing materials that naturally develop a protective layer or patina as they age. Scratches and imperfec- tions seem to vanish as the patina develops. The materials for natural metal roofs are extracted from the earth as a raw material then manufactured into sheets and coils. Paint for metal had not yet been developed during
the early days of European architecture when places of worship were built with natural metal roofs. The use of natural metals has spanned centuries in famous build- ings, such as the Cologne Cathedral in Germany, Notre Dame in Paris, Westminster Abbey in London and the Dome of the Rock in Jerusalem. Natural metals saw resurgence in Europe in the
• More than 80 percent of those installed roofs were metal
• Of those who have not installed a roof, 52 percent plan to in the next year
• Nearly 90 percent of those who have not installed a roof yet are still considering metal.
Research done by MRA shows that MRA leads
are engaged, interested consumers who are serious about making an informed roofi ng choice. In short, people who visit the MRA site are highly likely to install metal roofi ng. And MRA's outreach program is very effective at bringing them to the table.
Quality Contractor Program A major strategy for the MRA this year is to maintain and grow the number of MRA contractor members, as they are a crucial part of the market expansion plans. “For a small investment, metal roofi ng con- tractors can become members of MRA, be listed on our website, receive local sales leads, and take ad- vantage of many tools to help grow their business,” states Bill Hippard, president of MRA. As an added bonus, MRA has developed a
new program to assist consumers in their selec- tion of a residential metal roofi ng contractor. The program, called the Investment Grade Roofi ng Quality Contractor Program, is intended to be an informational resource of metal roofi ng contractors that have agreed to meet certain standards and requirements relating to their services, installation
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materials and business practices. Metal roofi ng contractors can qualify for the program by certify- ing to MRA that they meet all program require- ments and by providing supporting documentation such as proof of licensing and insurance.
Continuing Education In addition to supplying targeted leads, member contractors can also access MRA’s Online Univer- sity, which offers sessions led by industry leaders. Once logged into the education center, members can easily access a variety of video lessons, study guides and presentations on all aspects of the industry, including installation techniques, product demonstrations, sales and marketing. There are three study tracks in the Online
University: Metal Roofi ng Installer, Metal Roof- ing Business, and Marketing and Sales. Designed with busy contractors in mind, the MRA Online University can be accessed 24/7, and is a per- fect tool for training new crew members, or as a refresher for seasoned installers. Each lesson includes a quiz to be sure that the participant understands the material presented.
Tom Black is the executive director of the Metal Roofi ng Alliance. For more information, visit the professional section of the MRA website, www. metalroofi
ng.com, or call Alli Parsons, MRA's contractor liaison, at (410) 534-6900, or via email at support@metalroofi
ng.com.
late 1970s. Architects began using natural met- als again in residential projects for their aesthetic qualities. Improved installation techniques and new manufacturing capabilities added to the versatility natural metals could provide. Originally used primarily for standing and batten-seam roofs, natural metals now are used in corrugated, flush-seam, cassettes and flat-lock applications. Technology developed by members of the Metal
Roofi ng Alliance (MRA) helped bring these beautiful metals into the mainstream and allowed them to be applied in beautiful architectural home designs. Given the rise in demand and popularity, the MRA added a new Natural Metals section to our website to educate consumers about this distinctive category of products available for their home. For example, MRA member Raleigh, N.C.-based
Umicore Building Products USA Inc. offers products such as Natural VMZINC, which shows the lustrous, shiny finish that zinc achieves as it is milled which will later weather. Quartz-Zinc and Anthra-Zinc are pre-weathered to achieve stylish grey and black patinas, and maintain their distinctive appearance for decades. Pigmento is a dynamic new look that incorporates mineral pigments, creating beautifully organic red, green and blue shades. Natural materials are ideal for urban districts
or historic settings because the surface desired will blend seamlessly into the surroundings. There is little or no maintenance required during the life span of a natural metal roof. “A natural metal roof is a great choice for a home because of the value they add to the building envelope based on their cost effective- ness, long service life and sustainability. A natural metal roof will last 100 years, especially one made of zinc. In this marketplace, there are not very many products that can make that claim,” states Dan Nicely, marketing director at Umicore.
January 2013 METAL CONSTRUCTION NEWS 27
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