Selling the value of metal construction

MCS Influencer John Kenney says metal is not a newcomer to the construction marketplace, but its value is often undersold in the residential and commercial markets.

Contractors who understand metal’s unique advantages beyond longevity can separate themselves from the competition. They should emphasize metal’s durability and lifespan. Metal lasts many decades when properly installed, and it is very popular among building owners and homeowners. Speaking of weather, one of metal's most significant selling points is its resilience under stress.  

Metal roofs hold up in high winds, hailstorms, snow loads and even wildfire zones. They’re Class A fire-rated, and many profiles are impact-resistant. In parts of the country where extreme weather is no longer the exception, but the norm, this reliability matters. Contractors should walk clients through how metal performs in their specific region, whether standing strong through hurricane season or shedding snow efficiently to prevent ice damming. 

Another feature that often goes unmentioned is metal’s energy efficiency. Today’s coated metal panels reflect more sunlight and release heat faster than traditional materials, helping to reduce cooling loads and lower energy bills, mainly when used with proper insulation and ventilation. For commercial clients aiming to meet sustainability goals, metal offers strong thermal performance and built-in recyclability. Contractors who understand and can explain the superb roof properties of coated metal, or how a high solar reflectance index (SRI) rating contributes to energy efficiency, will be one step ahead in the sales conversation. 

In addition to its technical benefits, metal stands out for its design versatility. It’s not just for barns and warehouses anymore. Metal panels now come in various colors, profiles, textures and finishes, allowing for modern and traditional aesthetics. Architects and designers increasingly turn to metal for creative freedom. Contractors should be ready to show clients samples, case studies or finished project photos demonstrating how metal can elevate curb appeal or give a commercial building a signature look. 

Maintenance is another selling point, especially when compared to materials that require frequent patching, sealing or replacement. While no roof is completely maintenance-free, metal systems require far fewer repairs. That value proposition resonates with schools, government buildings and property managers working with long-term budgets.  

When you focus on durability, performance, energy savings, design and sustainability, you give your customers the information they need to make a confident decision. In today’s competitive environment, that kind of consultative selling isn’t just appreciated; it’s expected. When you educate, you differentiate. And when you differentiate, you win more work.