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General Coatings Manufacturing Corp.
Navigating uncertainty with scalable roofing solutions
By Dani Sheehan. By offering flexible options – from preventative maintenance to high-performance restoration solutions – you can better serve your customers with a variety of budgets, timelines and goals. Roofing contractors are facing more cautious customers, tighter budgets and unpredictable timelines. But as Will Lorenz, president of General Coatings Manufacturing Corp, ...
Finding opportunity in uncertainty
By Jesse Sanchez. Learn how roof coatings can help contractors thrive during unpredictable times. RoofersCoffeeShop® has made it easier than ever for members of the roofing and construction industries to learn how they want, when they want, where they want with our Read, Listen, Watch® (RLW) initiative. Whether you want to read ...
Roofing's Take on Tariffs - PODCAST TRANSCRIPT
Editor's note: The following is the transcript of a live interview with Will Lorenz of General Coatings and Trent Cotney of Adams and Reese. You can read the interview below, listen to the podcast or watch the recording. Heidi Ellsworth: Hello and welcome to Coffee Conversations. My name is Heidi Ellsworth ...
Spray foam 101
By Emma Peterson. Understanding the basics of what spray foam roofing is and why it is so valuable. Spray foam (SPF) is a popular new construction or re-cover option in the roofing industry, for low-slope roofs. At its core, it creates a seamless, continuous insulation layer on top of a roof deck ...
Exploring industry innovations at World of Concrete
By Dani Sheehan. Learn about three innovative brands shaping the future of waterproofing, concrete repair and decorative flooring in the construction industry. For over 50 years, World of Concrete (WOC) has been the premier international trade show for the commercial concrete and masonry industries. Held annually at the Las Vegas Convention Center, ...
The value of training your team to identify roof issues
CCS Influencer Will Lorenz says having an educated sales force that can highlight what's happening on a roof helps customers adequately make decisions about what's in the best interest of their roof. Editor's note: The following is the transcript of a live interview with CCS Influencer Will Lorenz. You can read ...
How spray foam is meeting market demands
By Dani Sheehan. Despite economic uncertainty, evolving customer expectations and ongoing labor challenges, the spray foam industry is adapting and thriving. In a recent episode of Roofing Road Trips®, Megan Ellsworth sat down with Will Lorenz of General Coatings Manufacturing Corp. to discuss insights on where the spray foam and roofing coatings ...
LIVE from IRE 2025 with General Coatings! - PODCAST TRANSCRIPT
Editor's note: The following is the transcript of a live interview with Will Lorenz of General Coatings. You can read the interview below or watch the recording. Intro: Hello, and welcome back to the sound stage at the International Roofing Expo. My name is Heidi Ellsworth and we've had the best ...
The Coffee Shops™ Announce 2025 Influencers
Our Influencers program celebrates its ninth year of giving back to the industries it serves. The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announces the 2025 Influencers for RoofersCoffeeShop (RCS), MetalCoffeeShop® (MCS), CoatingsCoffeeShop® (CCS) and RCS en Español. Each month, ...
Understanding the ebb and flow of roofing
CCS Influencer Will Lorenz says managing your cash flow on a per project basis is important. Editor's note: The following is the transcript of a live interview with CCS Influencer Will Lorenz. You can read the interview below, listen to the podcast or watch the recording. Intro: Hey. Hello, everyone. Hi, Will, ...
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