Metal roofing ain’t just a farm thing anymore

By Randy Chaffee, Source One Marketing.

Now's the time to lean into metal roofing. 

I’ve been in the trenches of this industry long enough to remember when metal roofing was mostly a rural thing. Farm buildings, pole barns, maybe the occasional shed. Back then, if you told a homeowner they should consider a metal roof, you’d get the same look you’d get if you suggested putting tractor tires on a Corvette. 

But those days are gone. 

As owner and CEO of Source One Marketing, I know firsthand that metal roofing is showing up in every neighborhood, not just behind the barn. We’re seeing it on modern homes, apartment buildings, schools and high-end commercial spaces. Architects are spec'ing it. Homeowners are asking for it. And the contractors installing shingles are starting to take notice. 

So, what changed? 

For one, the product evolved. It’s not just about function anymore. You have profiles and colors that flat-out look sharp. Standing seam systems with clean lines. New generations of rib panel that go beyond utilitarian. Painted and stone-coated metal shingles that give you the longevity of steel but fit the aesthetic of a traditional buyer. In other words, metal can still be tough — but now it looks good doing it. 

But more importantly, the perception changed. Metal used to scream utility. Now it signals durability. Style. A long-term play. And in a world where everyone’s watching costs, metal is looking better by the year — especially when you consider energy efficiency, insurance benefits and the fact that you’re not replacing it every 10–15 years. 

Here’s the part that matters if you’re selling, supplying or installing metal: the audience is wider now. You’re not just selling to ag contractors and builders. You’re talking to homeowners, realtors, designers and even HOAs. And they’re not looking for a “cheap roof.” They want peace of mind. They want to be proud of what’s overhead. 

So don’t let your mindset stay stuck in 1995. Metal has come a long way. If you’re in this game, you’re not in a niche — you’re in a movement. 

I see it every day. I live it every day. And if you’re not already leaning in… now’s the time. 

— Randy, your metal roofing rep in the trenches.