By Cotney Consulting Group.

When execution is controlled, roofing jobs don’t fall apart after the sale, they perform the way they were intended to from the start.

Most roofing jobs don’t fall apart because of bad work. They fall apart because of what happens or doesn’t happen after the sale is made. 

From the outside, everything looks good. The job is sold. The contract is signed. Materials are ordered. Crews are scheduled, but somewhere between the handshake and the first day on the roof, control starts to slip. By the time leadership realizes it, the job is already behind, costs are climbing and everyone is reacting instead of managing. 

The problem usually isn’t effort. It’s a transition. 

The sale of a roofing job is a handoff point, and it’s one of the most fragile moments in the entire operation. Estimating finishes its work. Sales celebrates the win. Operations inherits the project. If that transition isn’t deliberate and structured, the job begins with gaps that are difficult to close later. Essential details get lost. Assumptions go unstated. Risks aren’t fully communicated. The job moves forward, but without alignment. 

One of the most common breakdowns happens when the estimate never truly becomes an execution plan. Numbers are provided, but context is missing. Production expectations are assumed rather than explained. Access challenges are mentioned casually, if at all. Known risks are buried in notes or live only in the estimator’s memory. When the foreman and project manager don’t fully understand how the job was envisioned, they’re forced to improvise. Improvisation is rarely profitable. 

Another issue is the separation between sales and operations. Sales teams often focus on closing the deal rather than on how the job will be built. Sometimes promises are made unintentionally that don’t align with field realities. Tight schedules, flexible phasing or expanded scope may sound reasonable in conversation, but they carry real operational consequences. When those expectations aren’t reconciled before work begins, operations is left managing a mismatch between what was sold and what can realistically be delivered. 

Jobs also fall apart when roles and responsibilities aren’t clearly defined after the sale. Project managers assume supervisors will handle specific issues. Foremen assume the office is managing coordination. Vendors assume someone else is tracking deliveries. When responsibility is vague, accountability disappears. Problems don’t get addressed early because no one is sure who owns them. By the time leadership steps in, the job has already absorbed unnecessary cost. 

Scheduling pressure makes this worse. Roofing companies are often eager to get started, especially during busy seasons. Jobs get pushed onto the calendar before materials arrive, before permits are secured or before crews are properly briefed. The urgency to “get going” overrides the need to get organized. The job technically starts, but execution stumbles right out of the gate. 

Communication gaps compound the problem. Early warning signs are missed because no one is consistently checking in. Small delays aren’t discussed. Minor issues aren’t documented. Crews adapt quietly until the adaptation becomes a deviation from the plan. By the time the problem is visible on a cost report or schedule update, it’s no longer small. 

High-performing contractors approach the post-sale phase differently. They treat it as a critical stage of the project, not a formality. The job doesn’t truly begin until the estimate, scope, assumptions, schedule and risks have been reviewed with the project team. Supervisors are brought into the conversation early. Expectations are clarified. Questions are encouraged. The goal is alignment, not speed. 

These contractors also establish control early. They confirm access, verify material deliveries, review sequencing and document conditions before crews mobilize. They don’t assume everything will go according to plan, but they prepare for what won’t. That preparation prevents minor issues from turning into major disruptions. 

Another key difference is follow-through. Strong companies check in on jobs early and often. They don’t wait for problems to escalate. They look for signs of drift and correct them quickly. That discipline keeps jobs from unraveling slowly while everyone is too busy to notice. 

Roofing jobs rarely fail all at once. They fail through a series of small misses that add up over time, missed communication, unclear expectations, rushed starts, undefined responsibility. Each one on its own seems manageable. Together, they create jobs that feel harder than they should. 

The sale isn’t the finish line. It’s the starting point. Contractors who understand that put as much discipline into the transition as they do into winning the work. When alignment happens early, execution follows naturally. 

And when execution is controlled, roofing jobs don’t fall apart after the sale—they perform the way they were intended to from the start. 

The Q2 2026 survey will open for responses on July 6, 2026. 

The survey can be completed in 5 minutes and provides the industry with critical insights on the steep and low-slope reroofing markets in the U.S. and Canada. Your participation is important and respondents receive access to the complete survey results. Thank you for your continued support. 

Take the survey today!

MoistureLok™ prevents the spread and absorption of water from the first day of installation and beyond!  

Condensation lingering on a roof can lead to problems, such as rusting fasteners, water damage to panel substrates and insulation and framing deterioration. Each of these issues can quickly become catastrophic to a roofing system, which is why, if left unchecked, condensation is a major problem. For this reason, McElroy Metal offers MoistureLok™ for their metal panel profiles, a simple solution designed to prevent condensation.  

MoistureLok is a factory-applied condensation control membrane that is applied to the underside of select metal panel profiles, creating an absorption layer designed to give moisture a place to go, stopping the accumulation and drip into other more vulnerable parts of a roofing system. As temperatures change and humidity emerges, the condensation that has been gathered is then released back into the atmosphere. 

While MositureLok plays a vital role in protecting the overall roofing system, it wasn’t designed to be a replaceement for proper ventilation or insulation systems. Rather, MositureLok works in tandem with these systems, providing an additional layer of protection. Especially in areas with major humidity and moist climates, it can be that perfect additional layer of system protection. 

Designed to offer the best possible moisture control to structures like agricultural buildings, storage facilities, post-frame buildings, non-conditioned commercial buildings, Moisture Lok comes pre-applied so contractors only have to worry about getting the product secured and installed on the respective roof, making the usual process easier and less of a labor strain.  

Maximize your ability to control condensation and protect systems from extra water exposure with these coated panels!  

Learn more about McElroy Metal’s MoistureLok.

By The Coffee Shops™. 

When it comes to investing in a roof built to last, it’s important to do things the right way.  

Choosing to pursue a roofing project can be scary; roofing materials and services are an investment, and while price tags and timelines may be a bit hard to understand at face value, it’s important to know that the price tag attached to roofing often comes with genuine benefit. The experts at Metal Roofing Alliance (MRA) share their insights to approaching the task of picking and installing a roof, and how to get it right the first time. 

For example, it might seem like the easiest and less painful choice for your wallet to go with a “bargain” roofer or material, but the truth is, cheaper is rarely better. Picking a less expensive material or less than reputable contractor may give your wallet a break for the time being, but in all likelihood, that decision will probably come back to haunt you sooner rather than later.  

And the price will likely be more to fix the mistakes than it would have been to do things the proper way from the beginning. Roofs are intricate systems designed to be the first line of defense for your home in the face of harsh weather or natural disaster.  

Another factor to consider is that, while it can be easy to put the decision of picking an installer “out of sight, out of mind,” in the moment, the fact of the matter remains: a poorly researched roofing professional is more of a risk than they’re likely worth. To do things right the first time, it’s vital to research the team taking on your roofing project and ensuring their reviews and material quality speak to their trustworthiness. A trustworthy and worthwhile roofer or labor crew will do the job correctly, no shortcuts, meaning that your roof will be ready to withstand whatever Mother Nature brings its way when the time comes. 

And lastly, it’s important to know and understand the design of a roof. Some roofs are limited in what creative or decorative liberties can be taken depending on the home’s layout. It’s advised to do what you can with what you have when it comes to design; pick the best colors and textures your heart desires, but proceed with caution when it comes to going outside the box on what materials or styles are recommended for your climate and region. Otherwise, the damage a roof takes in the face of weather it’s ill equipped to battle can be costly and not worth the risk.  

Ultimately, when it comes to protecting your home and investments, an informed decision is a decision well made. Whether that be deciding on hiring a professional to work with based on reviews and credentials or purchasing products after exploring each option on the market, the best way is the informed way! 

By Cotney Consulting Group.

Most roofing companies don’t fail because they lack ideas. They fail because they struggle to execute the ones they already have. 

Nearly every contractor Cotney Consulting Group works with can explain what they want their company to look like. They want better crews, tighter jobs, more substantial margins, fewer fires to put out and more control over their operations. They talk about improving estimating, tightening project management, strengthening leadership and reducing rework. On paper, the strategy makes sense. In conversation, the vision is usually clear. But somewhere between intention and reality, execution breaks down. 

That gap is where most roofing companies live. 

Execution problems rarely announce themselves as execution problems. They show up as missed schedules, blown labor budgets, frustrated crews, unhappy customers and leadership constantly reacting instead of leading. Contractors often assume the issue is people, weather, material delays or market conditions. Those things matter, but they are rarely the root cause. The real problem is that the operation doesn’t consistently turn decisions into disciplined action. 

Strategy is comfortable. Execution is not. 

It’s easy to say you want better estimating. It’s harder to enforce scope reviews, production assumptions and risk recognition on every bid. It’s easy to say project managers should “stay on top of jobs.” It’s harder to give them the structure, authority and expectations needed to control cost, communication and change. It’s easy to talk about accountability. It’s harder to define it clearly and apply it consistently when production pressure mounts. 

In roofing, execution lives in the small decisions made every day. It lives in how the job is handed off from estimating to operations. It lives in whether the foreman truly understands the plan or is expected to figure it out on the roof. It lives in whether issues are addressed early or allowed to grow until they become expensive. These aren’t strategic failures. They’re operational ones. 

One of the most significant execution gaps is the handoff between departments. Estimating finishes the job, sales closes it and operations inherits it — often with incomplete information, unclear assumptions or missing context. The estimate might be technically sound, but if production expectations aren’t communicated, materials aren’t staged correctly or access limitations aren’t discussed, the job starts behind before the first square is installed. Execution doesn’t fail because the strategy was wrong. It fails because the process didn’t carry it forward. 

Another common issue is the belief that experience alone will fill the gaps. Contractors assume that seasoned foremen, project managers or estimators will “just know” what to do. Sometimes they do. Sometimes they don’t. Even experienced people need structure. Without transparent processes, expectations and communication, execution becomes inconsistent. One job runs smoothly, while the subsequent ones struggle, even with the same people involved. That inconsistency erodes confidence and profitability. 

Execution also suffers when leadership lives too far above the work. Owners and senior managers spend time planning growth, pursuing new markets or refining pricing strategies, but they don’t always see how those decisions land in the field. When leadership doesn’t stay connected to day-to-day operations, minor breakdowns go unnoticed until they become big problems. Execution requires visibility, not just vision. 

Another factor is overload. Roofing companies are busy by nature, and many operate in a constant state of urgency. When everything feels critical, nothing receives the attention it deserves. Meetings get skipped. Job reviews get postponed. Documentation gets rushed. Crews get sent out without complete clarity. Over time, that pace becomes normal, and execution quietly degrades. The company stays busy, but control slips. 

Strong roofing companies approach execution differently. They don’t rely on motivation or memory. They rely on repeatable habits. They define how work moves from estimating to operations. They clarify expectations for project managers and supervisors. They review jobs consistently, not just when something goes wrong. They treat execution as a discipline, not an afterthought. 

These companies also understand that execution isn’t about perfection. It’s about consistency. Jobs don’t need to be flawless to be profitable, but they do need to be managed the same way every time. Crews need clear direction. Project managers need authority and accountability. Estimators need feedback from the field. When those loops are closed, execution improves naturally. 

Perhaps most importantly, strong contractors accept that execution is leadership’s responsibility. It can’t be delegated away. Systems help, but systems only work when leadership reinforces them. When expectations are clear, followed and reinforced, people rise to them. When they’re vague or optional, execution becomes uneven. 

As the industry moves into another busy year, it’s worth taking an honest look at where your company struggles. Chances are, the strategy isn’t the issue. The ideas are there. The goals are clear. The real question is whether your operation consistently turns those ideas into action. 

Roofing companies that master execution don’t necessarily work harder. They work with more clarity. They reduce friction between departments. They eliminate guesswork. They create structure where chaos once lived. Over time, that discipline shows up in production, profitability and morale. 

Execution isn’t exciting. It doesn’t get headlines. But it’s the difference between companies that stay busy and companies that remain profitable. And in roofing, that difference matters more than any strategy ever will. 

In this MetalCoffeeShop Lunch & Learn, Megan Ellsworth is joined by Sherwin-William's MetalVueSM Vendor Partner, John Sheridan, owner of Sheridan Metal Resources LLC, to explore why metal roofing installation training is no longer optional, but essential for staying competitive and profitable. This session breaks down how proper training improves efficiency, reduces costly mistakes and elevates craftsmanship. Walk away with a clearer path to building skilled crews and delivering higher-performing metal roofing systems. 

Be sure to take a photo of your team enjoying this Lunch & Learn and submit your photo here or email us. We will select a winner each month to win a pizza lunch!

Once you've finished watching, don't forget to test your knowledge by taking the fun, interactive quiz and be sure to hang your completion certificate in your work area!

Download the Learning Guide.

Watch the Lunch & Learn.

By Alex Tolle. 

In an industry built on relationships, the strength of an organization often comes down to the people behind it.

At the Metal Building Contractors and Erectors Association (MBCEA), there is a focus on connection that shows up in how the team operates day to day. Leading the organization is Sasha Demyan, who has served as executive director for more than a decade. Her tenure reflects not just consistency, but growth, helping guide MBCEA through evolving industry needs while expanding its programs and partnerships. Recognition in the Metal Construction News Hall of Fame highlights the impact of that leadership, but just as important is the accessibility she brings to the role.

Another key member of the organization is Britain Graver. Britain is the member services and administrative coordinator, meaning their work focuses on keeping the member experience running smoothly, from managing the website to supporting registrations and day-to-day communication. Alongside Britain, is Ginger Roberti, a newer MBCEA team member who is their administrative assistant. In this role, Ginger serves as a first point of contact for many members, helping ensure questions are answered quickly and the right resources are easy to find.

Britain and Ginger's roles are a great example of how much behind-the-scenes work goes intobuilding a seamless, responsive and valuable membership for people at all levels of the association. And for the industry professionals that interact with the MBCEA, it is people like Sasha, Britain and Ginger, the humans behind the MBCEA, that make a meaningful difference in how members experience the organization. 

It is a prime example of how an association's values extend far beyond its events or program and into the people who make those experiences approachable and worthwhile. When members know who they are talking to and feel supported in those interactions, it turns routine touchpoints into real relationships.

By Heidi J. Ellsworth.

ICAA and CIMA are bringing building science concepts into the field, helping contractors better understand how heat, air and moisture interact to improve building performance.

Building science has become one of the most important topics in modern construction, but for many contractors and installers, the challenge isn't understanding the theory, it's knowing how to apply it on the jobsite. That is why the Insulation Contractors Association of America (ICAA) and the Cellulose Insulation Manufacturers Association (CIMA) are continuing their educational webinar series focused on connecting building science principles with real-world installation practices.

On Thursday, July 16, industry professionals will have the opportunity to participate in “Introduction to Building Science,” a free 20-minute webinar for ICAA members that explores the fundamentals of building envelope optimization and high-performance insulation systems. The webinar is the second installment in a three-part educational series designed to help contractors move beyond simple R-value discussions and develop a more complete understanding of how building systems work together.

As building codes evolve and owners demand higher-performing structures, understanding the relationship between heat transfer, air movement and moisture management has become critical. According to the webinar description, participants will learn how these forces behave within the building envelope and how those interactions impact material selection, thermal performance, durability and occupant comfort. The program emphasizes viewing the structure as an interconnected system rather than a collection of individual components.

Leading the discussion is Aaron Davenport, technical director for Greenfiber, who brings more than two decades of experience as both a homebuilder and building materials executive. His background includes product development, green building initiatives, team collaboration and launching innovative construction products throughout North America. He has also been a licensed homebuilder in Florida for more than 20 years and has developed extensive expertise in building science applications.

The focus on practical application makes this educational series especially valuable for contractors looking to improve installation quality and overall building performance. While building science concepts can sometimes feel academic, their impact is felt every day in energy efficiency, moisture control, occupant comfort and long-term durability. Understanding how insulation interacts with other building systems can help contractors deliver better outcomes for customers while reducing the risk of performance issues down the road.

This type of education also highlights a growing trend across the construction industry: the increasing importance of workforce training. Whether working in roofing, insulation, coatings, metal construction or exterior building products, today's contractors are being asked to understand how entire building systems perform together. Organizations like ICAA and CIMA are helping professionals stay ahead of those expectations by offering targeted educational opportunities that translate directly to the field.

For contractors, architects, consultants and building professionals interested in strengthening their understanding of building science fundamentals, this webinar offers a concise but practical learning opportunity that can be immediately applied to future projects. The session takes place on July 16 from 1:00 to 1:20 p.m. ET.

To register for the webinar and learn more about educational opportunities from the Insulation Contractors Association of America, visit ICAA at www.insulate.org. To stay informed about insulation, building envelope and construction industry education, visit the industry directories and resources available through The Coffee Shops™, where contractors can connect with manufacturers, associations and training programs that support building performance excellence.

By Emma Peterson. 

Have a bucket list build? Tell SRS Distribution about it!  

For the SRS Distribution team, they want to be more than just another distributor – they want to be their contractors’ and representatives’ partner. And that’s exactly what motivated them to help one of their clients check off a massive bucket list item – attend the World Cup! As SRS Territory Manager Aaron Bryant explained, “We often talk about partnerships with both clients and our manufacturer reps… at SRS Distribution Inc. we believe that making memories is an integral component to strengthening those partnerships.” 

That philosophy extends beyond unforgettable travel experiences. SRS wants to know what ambitions, goals and dream projects are motivating the contractors they work with every day. Whether it's landing your first major commercial roofing project, expanding into solar installation, completing a landmark reroofing job in your community or tackling the largest and most technically challenging project your team has ever undertaken, SRS wants to hear about it. 

And this one client’s World Cup dream isn’t the only bucket list item SRS wants to hear about – they've put out the call for their contractors to tell them about their dream projects! Maybe that’s a commercial roofing project larger than any your team has tackled before or installing your first solar panel. Whatever project is on your bucket list, SRS wants you to tell them about it.  

By learning more about their customers’ aspirations, SRS hopes to find new ways to support their growth and celebrate their successes. After all, the best partnerships are about helping one another reach new heights — whether that means cheering from the stands at the World Cup or standing together on a jobsite that once felt out of reach. 

Share your bucket list project today!

By The Coffee Shops.™ 

The Metal Construction Association’s (MCA) scholarship program continues to support the educational aspirations of students connected to its member companies. 

Now in its third year, the MCA scholarship program awards $2,000 to selected students pursuing postsecondary education across a variety of fields, including college, vocational and trade programs. Recipients are chosen through a blind and competitive selection process that evaluates academic achievements, personal essays, extracurricular involvement and commitment to future career goals. 

Recognizing the 2026 scholarship winners 

This year, five outstanding students were honored, each representing a unique path and ambition: 

• Mattias Carney (Ontario, Canada): Mattias has received an appointment to the United States Air Force Academy. He plans to pursue a STEM-focused education and aims to become a U.S. Air Force officer, demonstrating a strong commitment to leadership and service. 
• Rory Huck (Littleton, Colorado): Rory is currently studying at the University of Redlands, double majoring in mathematics and data science. Her academic focus reflects her goal of becoming an actuary, a career requiring precision and analytical expertise. 
• Hannah Bergthold (Siloam Springs, Arkansas): Hannah will attend the University of Arkansas to major in education. Her passion for teaching and helping others positions her for a meaningful career in the classroom. 
• Drew Sailors (Logansport, Indiana): Drew is studying agriculture business sales at Ivy Tech Community College and plans to continue at Purdue University. His background in organizations such as 4-H and FFA supports his career goals in agriculture and sales. 
• Colton Burks (Joshua, Texas): Colton will attend Ottawa University to study coaching and administration. His passion for athletics and mentorship will guide him toward a future in coaching and education. 

Investing in the future 

The 2026 scholarship recipients showcase a diverse range of talents and interests — from military service and data science to education and agriculture — reflecting the versatility and strength of the MCA community. The program not only provides financial assistance but also reinforces the association’s ongoing commitment to investing in the next generation of industry leaders. 

By supporting these students and celebrating their achievements through personalized profiles and photos, MCA continues to strengthen its connection to both member companies and their families while helping shape a promising future for the industry.