Selling metal roofings long-term value and environmental benefits

MCS Influencer Jon Olson says when customers understand the long-term value behind the investment of a metal roof, price becomes just one part of the conversation.

Selling metal roofing comes with its challenges — especially when upfront cost is part of the conversation. But price is only one piece of the story. Helping building owners understand the long-term value of metal roofing, from durability and lower lifecycle costs to energy efficiency and sustainability, can turn hesitation into confidence. Here are a few key selling points that can help you make the case and close more metal roofing sales.

When reviewing the costs of metal roofing solutions with customers, it often helps to lay out the longevity differences between asphalt and metal roofs so the total cost can be compared. While conventional asphalt shingles typically last 15 to 30 years, metal roofing systems can last for 40 to 70 years, or more — delivering two to three times the service life. This extended durability reduces replacement costs, minimizes material waste and lowers the environmental impact associated with repeated roof replacement cycles.

Other costs to consider when comparing metal roofing to asphalt shingles are:

• Insurance - In many states the cost to insure a metal roof is lower than an asphalt shingle roof. Work with local insurance agents to understand the typical savings in your area so you can provide customers with ballpark savings. 
• Utilities - An often-overlooked benefit of metal roofing is that many of the coatings on metal roofs are reflective, reducing the heat absorbed by the sun, making it easier and more cost effective to cool the building in the summer.  
• Maintenance - Metal is generally low maintenance. Metal roofing is easy to clean with mild soap and water. This means roofs can typically be cleaned with household products, decreasing the environmental impact of maintaining the roof. 

Once customers understand the financial differences, lean into environmental benefits. Metal roofing is one of the most sustainable roofing materials available, containing typically 25% or more recycled content and is 100% recyclable at the end of its service life. Recycling metal roofs helps reduce landfill waste and support a circular economy. In contrast less than 10% of asphalt roofing waste is recycled in the United States. 

Furthermore, building owners are finding that pairing solar panels with metal roofs helps reduce the long-term cost of the solar panels as the roof does not need to be replaced mid service life of the solar panels. This drives the cost of ownership for solar panels down and in turn increases sustainability.    

Metal roofing has a strong story to tell. When customers understand the long-term value behind the investment, price becomes just one part of the conversation. Using these key talking points to help tell that story can build confidence and close more metal roofing sales.