Nearly half of all roofing projects were commissioned based on a roof failure, either weather or age related. Other reasons close following include energy savings, insulation issues or building ownership transition.

Project Priorities

As far as the key priorities for roofing projects are concerned, two-thirds of property owners and managers indicated that obtaining a durable and long-lasting roof was the most important criteria in evaluating a project, as shown in Figure 1. Overall life-cycle cost was second, followed by installed cost in overall importance. Consequently, commercial roofing follows the evaluation pattern of cost versus performance trade-off when being considered by property owners. While this is not necessarily new information for contractors, it’s important to understand each customers’ priorities when proposing new business. Over the years, property owners and managers that have vested, long-term interests in their properties — such as universities, municipalities and healthcare facilities — tend to lean toward performance, whereas rental property owners, managers or developers may skew more toward cost.

Selection Criteria

In evaluating systems and material, product performance and operating expenses were the top considerations for property owners and managers. Further, contractor recommendations came into play and have the third-strongest impact on selection overall. It’s critical for contractors to have a thorough understanding of the short and long-term needs of the property owner in order to make the best overall recommendation. How long do they expect the roof to last? What’s the payback period for any energy savings enhancements? Is the customer interested in sustainability-related offerings such as vegetative, solar or reflective roofing? Answers to these questions can impact the contractors’ recommendations and ultimately affect their ability to win the project. The significance of contractor recommendations also shows the high level of importance for manufacturers to educate and influence contractors on roofing systems and the tradeoffs for each system.

In addition to system and material selection, property owners and managers were asked about their selection process for contractors. Overall, material and system knowledge was the most important factor, slightly over prior experience with the contractor and the cost of the quote, as shown in Figure 2. Property owners and managers look for the best solution based on performance and budget and expect the contractor to be an expert in presenting various options. Contractors that are very knowledgeable will be able to guide customers accordingly, however, this requires an effort to stay abreast of the latest products, installation techniques, systems, codes, energy requirements, warranties and even costs.

While property owners may not necessarily be willing to pay more for any given project, there’s strong evidence to suggest that material system knowledge and a contractor’s reputation (either through prior work or from a recommendation) will significantly impact the bid-win rate.

Winning Projects

Creating a strong alliance with one or more roofing material suppliers can aid in several respects. Suppliers can provide various support — such as product knowledge sessions, certifications, warranty information — as well as material and system comparative studies to help contractors determine how to best meet a customer’s needs. In turn, contractors become material suppliers’ product ambassadors as the first line of sales effort with property owners. Manufacturers can also provide job leads and other helpful marketing materials.

Working in this allied fashion, contractors can grow revenues proactively by identifying and understanding individual customer motivations, which in turn supports increased percentage of winning bids and the ability to gain market share.