Education

Around 500 roofing professionals attended CertainTeed's event to learn about new products and innovations. Photos by Chris Gray

Following a victory for the Detroit Lions over the Tampa Bay Buccaneers in Detroit on Oct. 20, roofing contractors headed to Ford Field days later to capture some of that victory for themselves.

CertainTeed kicked off the third season of its Contractor’s Edge Business Building Workshops in Detroit, held Oct. 23 at Ford Field, home of the Detroit Lions. More than 500 contractors attended — some travelling from out of state — to network, attend educational sessions and have some fun in the process.

“At the end of the day, our goal is to make them feel special and we want to give them the tools to help them do better business,” said Meridith Mehring, marketing and communications manager.

Catered toward CertainTeed’s credentialed contractors, the workshops have been held for years across the country, scheduled from fall to spring. They slowed down during the COVID-19 pandemic until fully resuming in October 2023.

Trevor Thomson, CertainTeed territory manager, held a session about "Good-Better-Best" selling techniques that can increase profits and help clients choose higher-value products.

“The general idea is locals come and glean benefit, but we do have [Business Building Workshops] ‘roadies’ that have been to several and will make a company retreat out of it, because they know they’re gaining new information at each one,” said Mehring.

Even in the absence of registration numbers, it was clear this was a well-attended event, judging by the number of wrapped vehicles filling the adjoining parking structure. From there, the contractors registered and walked through a line of a dozen booths representing CertainTeed’s products and affinity partners. From well-established software platforms to newcomers, the vendors were placed near the entrance to reflect how a contractor’s journey to success is lined with allies.

At one booth, CompanyCam, the software that helps contractors manage projects through photo documentation, spoke with curious contractors while also hosting educational sessions throughout the day.

“One thing I love about working with CertainTeed from the CompanyCam side is that, one, they focus on their product and how to educate their customers, but then they bring on these community partners like us, and they focus on educating their customers on our product as well,” said Rachael Rudel, strategic partnership manager.

Roofing contractors participate in a hands-on demo teaching FORTIFIED installation techniques.

Both affinity partners and CertainTeed representatives led educational sessions throughout the day. Topics included digital marketing, product demos, solar, sales, and generative artificial intelligence.

At least two sessions focused on generative AI and its impact on workflow. One, held by CertainTeed’s Marketing Content Creation Manager Andrew Long, went over the basics of AI large language models like ChatGPT and how contractors can use them to streamline marketing efforts.

Among those in his packed session was Luke Apostolu of Everest Exteriors out of White Lake, Ill. Already familiar with AI, he said he saw the viability of using it for writing estimates and generating advertisements, as did the company's owner, who picked Long's brain after the presentation.

“Our owner right now is talking to him about how it can be applied ... to our business, everyday operations," Apostolu said. "He's going to give him some helpful information, hopefully, to position us better in the future and do a better job for customers.”

An app dedicated to the event gave attendees the ability to track the day’s agenda in addition to connecting virtually.

Along with affinity partners, CertainTeed representatives were on hand to explain the manufacturer's products.

“If you are not here you are missing out,” wrote Rex Toler, president of KRC Roofing and Construction in Kentucky, in the app's feed.

“Hey CertainTeed! Thank you for the invitation, great networking and learning opportunity,” wrote Johnny Merehouyias, director of operations with Michigan-based Alexandria Home Solutions.

Contractors could be seen mingling throughout the day. Perhaps it was hanging out at a stadium, where sportsmanship and teamwork are frequently on display, or simply the nature of the roofing industry that inspired camaraderie among competitors.

“It’s a day for companies to come together — even competitors — to connect, share ideas, and see what’s driving each other. It’s about shaking hands, having coffee, and building relationships,” Mehring said.

HOMEOWNER TRENDS ROOFERS NEED TO KNOW

What:
A must-attend for all roofing contractors who are looking for:

• A better understanding of homeowner expectations for residential roofing contractors when it comes to the overall experience of purchasing a roof.
• Data-driven insight into where those expectations align with roofing contractors – and where they don’t.
• Market insight related to current and future trends in residential roofing.
• Exclusive viewpoints into current and future growth opportunities for contractors.
• Understanding what factors influence the contractor selection process.
• Ideas to improve customer communication and operational efficiency that grow profits.

When:
2 p.m., Thursday, May 23

Presenters:

• Mitch Henderson, co-CEO, BNP Media, Clear Seas Research
• Travis Harvego, CEO, Roofle Technologies. Harvego has more than 10 years of hands-on field experience in customer relationship management, sales, sales management, project management and labor relations.
• Mike Goldenstein, chief revenue officer, Roofle Technologies. With over 30 years in the roofing industry, Goldenstein is a voice contractors trust, and he excels at advocating for industry success and advancement.
• Chris Morris, CEO at Stonegate Group LLC. Morris boasts extensive expertise in roofing, digital marketing and AI-driven sales automation.

To Do:
Register now for free here