MCS Influencer John Kenney says estimating complex jobs isn't about producing the lowest number. It's about producing the most accurate number.

One of the fastest ways to lose money on a metal construction project is to underestimate its complexity. Most estimating mistakes don't happen because someone missed a square or forgot a material item. They happen because the estimator didn't fully understand what it would take to execute the work in the field. 

I've seen contractors win projects only to spend the next several months trying to recover margins that were lost before the job ever started. By the time production discovers the estimate was too aggressive, it's usually too late. The project is underway, commitments have been made and the company is forced into damage-control mode. 

That's why estimating complex jobs has become less about counting materials and more about forecasting execution. 

Today's metal projects are often far more complicated than they were even a decade ago. Building designs are more intricate, schedules are tighter and owners expect greater coordination among trades. Add labor uncertainty, material volatility and evolving project delivery methods and the estimator's role becomes much more strategic than simply preparing a bid. 

One of the biggest improvements I've seen in recent years is the use of technology to visualize projects better before construction begins. Three-dimensional modeling and digital takeoff platforms allow estimators to see details that might have been overlooked on traditional drawings. Complex transitions, elevation changes, material interfaces and sequencing challenges become easier to identify before they become expensive field problems. 

The real value of these tools isn't that they produce numbers faster. The value is that they help estimators ask better questions. 

I've reviewed plenty of estimates where the quantities were accurate, but the labor assumptions were completely wrong. The estimator understood what materials were required but didn't fully appreciate the difficulty of installation. Technology helps bridge that gap by providing a clearer picture of how the work will actually come together. 

That becomes especially important when bidding on projects during periods of labor or material uncertainty. 

For years, contractors could often rely on relatively stable pricing and workforce availability. Today, conditions can change quickly. Material lead times fluctuate, labor availability shifts and project schedules move with little warning. Estimators who rely solely on historical production rates or old pricing data are taking unnecessary risks. 

The best estimators are constantly evaluating current market conditions. They maintain close communication with suppliers, stay informed about labor availability and build contingencies into their thinking. That doesn't mean padding numbers. It means understanding where risk exists and accounting for it appropriately. 

One of the most common causes of project overruns is underestimating labor. Material costs are usually visible and relatively easy to track. Labor is where profitability often disappears. 

I've always believed that estimating labor requires a combination of data and experience. Production history is important, but so is understanding field conditions. Access limitations, weather exposure, congestion from other trades and building complexity all influence productivity. Estimators who spend time with project managers, superintendents and field crews tend to develop more realistic labor forecasts because they understand how projects actually unfold. 

Forecasting also requires looking beyond the bid date. What will material availability look like six months from now? Will manpower be available when the project starts? Are there seasonal factors that could impact production? These questions may not have perfect answers, but they deserve consideration. 

The companies that consistently perform well are usually the ones that closely integrate estimating and operations. Estimators don't work in isolation. They collaborate with production teams, review completed projects and continuously refine assumptions based on actual results. That feedback loop improves forecasting accuracy and reduces surprises. 

Technology certainly plays an important role in modern estimating, but technology alone won't prevent bad bids. Software can generate quantities and models, but it cannot replace judgment. The most successful estimators combine digital tools with practical field knowledge and a clear understanding of project risk. 

At the end of the day, estimating complex jobs isn't about producing the lowest number. It's about producing the most accurate number. Contractors who focus on forecasting execution — not just calculating quantities — position themselves to win profitable work, avoid costly overruns and build stronger businesses over the long term. 

The board supports the RT3 mission and leads the organization in its efforts to educate and advance technology in the roofing industry. 

Roofing Technology Think Tank (RT3), a group of progressive roofing professionals focused on technology solutions for the roofing industry, announced Brad Strawbridge, founder & CEO of Capital City Roofing and co-founder and CEO of BuilderLync as its newest board member.

“The roofing industry is at a technology inflection point, and most contractors are still watching from the sideline. RT3 is the room where that gets changed,” said Strawbridge. “As a new board member, I am excited to help shape the next three years of contractor technology, not just sit in on the conversations about it.

Karen Edwards, RT3 executive director, commented, “Brad is bringing his passion for technology and love of the industry to the organization. We are excited to have him be part of our leadership team.”

Other board members continuing their service include:

• Wendy Marvin, Matrix Roofing & Home Solutions, president
• John Kenney, Cotney Consulting Group, treasurer
• Jon Gardner, Owens Corning, board member
• Rich Carroll, Carroll Consulting Group, board member
• Jeremy Dickmann, Apollo Primm Commercial Roofing, board member 

RT3 also extends its gratitude to Thomas Basch, Infinity Home Services, for his commitment to the organization during his term on the board.

Follow RT3 on social media for continuing updates and listen to the RT3 podcast on your favorite listening platform.

About Roofing Technology Think Tank (RT3)

Roofing Technology Think Tank (RT3) strives to find innovative technology solutions to be used within the roofing industry. RT3 provides insights from progressive thought leaders both inside and outside the roofing industry along with practical resources for implementing potential solutions successfully. The organization will encourage and enable contractors to embrace technology as they seek to grow their businesses. With a commitment to disseminate technology advancement information, RT3 will help build the professionalism and appeal of the roofing industry. Learn more at www.rt3thinktank.com.

By Emma Peterson.  

A conversation with John Kenney on preparing for the integration of robotics and automation. 

In a new Read Listen Watch® (RLW), Karen Edwards sat down with John Kenney to talk about robotics and automation in the roofing industry. John is the CEO of Cotney Consulting Group and no stranger to these types of foundational industry shifts, having been in the roofing world for over 45 years as a contractor prior to taking on his current role as a consultant.  

The first thing he emphasized about automation in roofing is that we are not going to be taken over by robots. He shared, “A lot of times when we get into these topics, people start thinking about robots taking over, or some other futuristic science fiction scenario, and that's really not where we're going.” 

So, what are we using robotics for? Many leading manufacturers, such as Hyundai Motor Group and Boston Dynamics, are investing in robotics and automation as long-term, scalable investments. John explained what is motivating these companies to take this step, saying, “We're getting to the point where major manufacturers are trying to solve issues like labor shortages, safety exposures and productivity pressures and the answer they are coming to is robotics.”  

These issues might sound very familiar to roofers, as they are the same issues that our industry has been facing for the last few decades. John shared some thoughts about this crossover of issues:  

Big factories are the proving grounds; they're a controlled environment which gives robotic companies a place to improve reliability, safety, movement, decision making and human interaction. So, the future I see is the further maturing of these systems and then the introduction of them into labor-intensive and high-risk industries with similar issues – like roofing...That doesn't mean that robots suddenly are going to show up replacing crews next year. But it does mean our industry is now officially on the radar, and it's time to start taking robotics and automation seriously.  

What can you do to prepare for the introduction of robotics? John recommends reviewing the core operations and procedures your business is built on. He explained, “You have to ask yourself whether your operations are ready for automation if it becomes practical. Because technologies don't fix chaos, they actually expose it. And that's a big thing people are starting to find out with things like AI...So as I always say, before you worry about things like robots, make sure your own workflows are functioning consistently from estimating all the way up to production.” 

Listen to the whole episode or Watch the recording to learn more about robotics and the roofing industry. 

By Jesse Sanchez. 

Proven methodologies outline how roofing sales professionals build trust, clarity and sustainable results across competitive markets. 

According to an article by John Kenney from Cotney Consulting Group, roofing sales success depends on disciplined methodology rather than installation expertise alone. John outlines core practices guiding roofing sales professionals toward stronger outcomes, focusing on communication, preparation and consistency. The article positions roofing sales as a consultative process built on understanding needs, expectations and decision drivers. 

The foundation begins with market awareness. John explains that researching weather patterns, materials and competitors allows sales teams to align conversations with regional realities. Early rapport also matters. Clear, confident interaction establishes trust quickly and sets expectations before technical details enter the discussion. Education follows, helping homeowners understand materials, warranties and maintenance without confusion. 

Technology plays a practical role throughout the process. Tools such as drone inspections, roof modeling and mobile applications support accuracy and transparency. Consistent follow up maintains momentum, allowing opportunities to ask questions while keeping projects moving forward. 

Compensation structures also shape performance expectations. John explains that roofing sales roles vary between commission only, base plus commission and draw against commission models. Understanding those frameworks affects motivation, planning and long-term satisfaction for sales professionals entering the field. 

Assessing customer needs remains a critical turning point. John stresses thorough inspections paired with open ended questions such as, “What issues have you noticed with your roof?” and “Are you interested in energy efficient roofing options?” Identifying pain points allows solutions to align with priorities rather than assumptions. 

Communication ties each phase together. John advises using simple language, visual aids and benefit focused explanations while listening actively. Structured sales methodologies then guide lead generation, presentations, closing and post sale follow up. Long-term success grows through delivering on promises, maintaining contact and educating customers consistently. 

Learn more about proven roofing sales methodologies that support trust driven conversations, consistency and measurable growth outcomes!

MCS Influencer John Kenney says that the contractors who embrace ongoing training are positioning themselves for long-term stability. 

One of the biggest mistakes contractors still make is treating training as something extra rather than as part of the business itself. In the metal construction industry, that mindset is becoming harder to sustain. Systems are evolving, installation requirements are becoming more technical  and the margin for error continues to shrink. The companies investing in training now are not just building stronger crews — they’re building stronger businesses. 

I’ve seen this shift firsthand over the years. The contractors who consistently perform at a high level usually have one thing in common: they don’t wait until there’s a problem to train people. Training is built into how they operate. It becomes part of the company culture, not just an occasional event. 

One of the most effective ways to strengthen that culture is through industry partnerships. Manufacturers, distributors, associations and training centers all play an important role in workforce development today. Contractors no longer have to build every training resource internally. Some of the best programs I’ve seen come from companies that actively partner with manufacturers and industry organizations to expose their teams to new systems, updated installation methods and evolving best practices. 

Those partnerships also help standardize expectations. When field crews hear the same message from the contractor, the manufacturer and the trainer, consistency improves. That matters in metal work, where small installation mistakes can lead to long-term performance issues. 

The other advantage is credibility. Employees are more likely to take training seriously when they see the company investing in outside expertise and professional development. It sends a message that the company intends to grow and expects its people to grow with it. 

Of course, one question owners often ask is whether training actually produces a return. In my experience, the answer is yes — but not always in the way contractors initially measure it. The return on training doesn’t just show up in production speed. It shows up in fewer callbacks, stronger safety performance, reduced rework and better crew confidence. It shows up when foremen solve problems faster because they understand the systems they’re installing. 

You also see it in retention. Employees who feel like they are developing skills and building a career are more likely to stay. That matters in today’s labor market. Repeatedly replacing experienced workers is expensive, disruptive and difficult to sustain. 

Technology is also changing how training happens in the field. Mobile apps, installation videos, digital project management systems and online learning platforms now allow crews to access information much faster than they could in the past. A foreman can pull up specifications, details or manufacturer guidance directly from the jobsite, rather than relying on memory or waiting for a callback from the office. 

That doesn’t replace hands-on experience, and it shouldn’t. Metal construction remains a skilled trade where real learning still happens in the field. But technology can support that process by making information more accessible and helping newer workers build confidence faster. 

The companies seeing the most success are using technology to reinforce practical training, not replace it. They combine digital tools with mentorship, field demonstrations and structured onboarding. That balance helps bridge the gap between experienced workers and newer employees entering the trade. 

Upskilling is becoming increasingly important as the industry changes. Metal systems today are more specialized, and customer expectations continue to rise. Contractors who rely only on “the way we’ve always done it” risk falling behind. Crews need to understand not just installation methods, but also moisture management, thermal performance, safety requirements and evolving building standards. 

The contractors who embrace ongoing training are positioning themselves for long-term stability. They’re building teams capable of adapting as products, codes and customer expectations continue to evolve. 

At the end of the day, training is not a cost that takes away from profitability. When done properly, it protects profitability. It improves quality, strengthens retention and creates a workforce that can handle more complex work with greater confidence. 

And in today’s market, that’s no longer just a workforce strategy. It’s a business strategy. 

In this Read Listen Watch®, host Karen Edwards is joined by John Kenney of Cotney Consulting Group to break down how robotics and automation are beginning to influence the construction industry and what that means for roofing contractors. Rather than focusing on fear or speculation, the conversation centers on awareness, preparation and operational readiness. John shares where robotics are most likely to show up first, why this shift is more about process discipline than machines and how contractors can begin familiarizing themselves with emerging technology without disrupting crews or culture. This session is about staying informed, strengthening operations and making sure roofing companies are positioned to adapt rather than fall behind.

Register today!

By Jenny Yu.  

Contractors will gain practical insights from leading experts while connecting with top manufacturers and suppliers. 

The Florida Roofing and Sheet Metal Contractors Association (FRSA) is hosting its 104th Convention & Expo from June 10-12, 2026, at the Gaylord Palms Resort & Convention Center in in Kissimmee, Florida. With a strong lineup of sponsors and an educational program packed with timely topics, this year’s event is set to provide contractors with practical insights and valuable networking opportunities. 

A wide range of industry leaders are lending their support for the event, underscoring its importance across the roofing and metal construction sectors. Platinum sponsors include Eagle Roofing Products, ABC Supply and TAMKO®; while gold sponsors CertainTeed LLC, Polyglass and SOPREMA further highlight the depth of industry participation. Additional support from emerald sponsor Adams & Reese LLP; sapphire sponsors BITEC, Drexel Metals, MetalForming LLC and Sika Corporation; silver sponsor SRS Building Products; bronze sponsors Duro-Last®, IB Roof Systems™, PAC-CLAD Petersen and Roof Hugger; and affiliate sponsor, Roofing Contractors Association of South Florida (RCASF), reinforce the event’s focus on innovation, performance and contractor success. 

Educational sessions 

Education remains the cornerstone of the convention, with sessions designed to address today’s most pressing challenges in the industry while providing attendees with opportunities to earn CE credits. Legal and compliance topics are a hot topic with multiple sessions led by Trent Cotney, RoofersCoffeeShop® Influencer and partner at Adams & Reese LLP, including: 

• “Building an OSHA Inspection SOP” - Wednesday, June 10, 8:00 a.m. 
• “Roofing Legal, Labor and Policy Trends” - Wednesday, June 10, 12:30 p.m. and Friday, June 12, 7:00 a.m. 
• “Artificial Intelligence in Roofing” - Thursday, June 11, 7:00 a.m. 
• “ICE Raids and I-9 Audit Defense” - Thursday, June 11, 8:15 a.m. and Friday, June 12, 8:15 a.m. 

These sessions will provide contractors with actionable guidance on navigating regulations, mitigating risk and adapting to emerging technologies.  

Business operations are also a key focus. John Kenney, Influencer of The Coffee Shops™ and CEO of Cotney Consulting Group, will lead “Estimating for Small Business” on Wednesday, June 10, at 9:15 a.m. and Thursday, June 11, at 7:00 a.m., offering practical strategies to improve accuracy and profitability for contractors of all sizes. Meanwhile, Chad Westbrook, founder of Service Alignment, will present “Documenting a Roofing Project” on Thursday, June 11, at 9:30 a.m. and Friday, June 12, at 7:00 a.m., helping attendees strengthen processes that support accountability, communication and long-term project success. 

Additional sessions cover critical issues including Florida Building Code updates, metal roofing best practices and safety topics such as heat illness prevention. The “SkillsUSA: Build a Workforce Pipeline” session on Thursday, June 11, at 9:30 a.m., will also highlight strategies for developing the next generation of roofers, a growing priority for contractors facing ongoing workforce shortages. Together, these seminars provide well-rounded education opportunities tailored to both roofing and sheet metal professionals.  

Register to reserve your spot and take full advantage of everything the 104th FRSA Convention & Expo has to offer!

In this Read Listen Watch®, host Karen Edwards is joined by John Kenney of Cotney Consulting Group to break down how robotics and automation are beginning to influence the construction industry and what that means for roofing contractors. Rather than focusing on fear or speculation, the conversation centers on awareness, preparation and operational readiness. John shares where robotics are most likely to show up first, why this shift is more about process discipline than machines and how contractors can begin familiarizing themselves with emerging technology without disrupting crews or culture. This session is about staying informed, strengthening operations and making sure roofing companies are positioned to adapt rather than fall behind.

Register today!

By Emma Peterson. 

Robotics and automation are coming to the jobsite. Are you prepared?  

Robotics and automation have long been a part of manufacturing processes. But where these two pieces of technology have historically played behind-the-scenes roles, that norm is quickly changing. Both in our personal and professional lives, we are seeing the integration of robotics and automations, whether that’s a robot bartender in Las Vegas or a delivery robot on a college campus. With this shift into day-to-day uses, it’s not hard to imagine how these technologies will be introduced into other roles, such as on the jobsite. 

To learn more about robotics and automation, and how they might influence the construction industry, Karen Edwards will be hosting a Read Listen Watch® (RLW) with John Kenney of Cotney Consulting Group about the topic on May 21, 2026.  

John is the perfect guest for this conversation as he comes with over 45 years of experience in the roofing and construction industries. He started his career as a laborer in a family-run construction business and eventually worked up to being a COO of a commercial contracting firm. Today, John is CEO and co-founder of Cotney Consulting Group; a board member of Roofing Technology Think Tank (RT3); an active part of the National Women in Roofing (NWIR)’s membership committee; and a member of countless other international and national technical associations.  

Each of these experiences have granted him insights into the roles technology has and will continue to play across the building envelope and the trades. From changing the ways businesses operate to how contractors can begin familiarizing themselves with the evolving robotic and automation developments without disrupting crews or culture, he has great advice for navigating these changes. 

The conversation will take on this topic that is often mired in fear and speculation, instead approaching it with an outlook that centers on the importance of awareness and preparation. John and Karen will not only discuss the emergence of new robotics and automations but also dive into how contractors can prepare their operations for the changes these tools bring.  

Want to learn more about how robotics will work in the world of roofing? Tune into the live Read Listen Watch® (RLW) on May 21, 2026! Register to save your spot.  

MCS Influencer John Kenney says that attracting talent is important, but keeping it is what really drives long-term success. 

Labor isn’t a new problem in construction, but the way it’s showing up today is different. It’s not just about finding people anymore. It’s about finding people who stay, who care about the work and who continue to improve over time. In the metal roofing and sheet metal world, especially, where skill and precision matter, the difference between a crew that’s just filling a spot and one that’s building a career shows up quickly on the jobsite. 

I’ve been around this industry long enough to see both sides. Companies that treat labor as a revolving door are always hiring, always training and always dealing with inconsistent results. On the other hand, the companies that invest in people — really invest in them — tend to have stronger crews, better quality and far less disruption in their operations. 

It starts with how the work is presented. Too many contractors still position field roles as something temporary. “Come work with us” doesn’t carry much weight if there’s no clear path forward. Skilled trades, especially metalwork, offer more than just a paycheck. They offer a long-term career in which someone can build real expertise, earn a strong living and take pride in what they produce. 

But that message has to be backed up by structure. You can’t just say it’s a career — you have to show it. That’s where mentorship and apprenticeship programs come into play. The best companies I’ve worked with don’t leave training to chance. They pair less experienced workers with seasoned crew members who understand not just how to do the work, but how to teach it. 

That mentorship piece is critical. In metal work, details matter. Layout, fastening, flashing, transitions—these are skills that are learned over time. When experienced workers take ownership of developing the next group, you don’t just transfer knowledge; you build a connection. And that connection is one of the strongest drivers of retention. 

Retention, at its core, comes down to whether people feel like they’re part of something. If a worker shows up, does the job and goes home without any real engagement, they’re more likely to leave when the next opportunity comes along. But when they feel like their work matters, when they see their progress and when leadership takes an interest in their development, that’s when loyalty starts to build. 

That doesn’t mean everything has to be formal or complicated. Sometimes it’s as simple as consistent communication. Talking through the job before it starts. Reviewing what went well after it’s complete. Recognizing good work when it happens. Those small actions reinforce that expectations are clear and that performance is noticed. 

Quality is where all of this comes together. You can’t separate workforce development from the quality of the finished product. Crews that are properly trained, understand the systems they’re installing and take ownership of their work will consistently deliver better results. That reduces callbacks, improves customer satisfaction and ultimately strengthens the company’s reputation. 

There’s also a practical side to this. Turnover is expensive. Every time a skilled worker leaves, you’re not just losing labor — you’re losing experience, efficiency and continuity. Then you start over, bringing someone new in and hoping they can get up to speed quickly. That cycle is hard to sustain, especially in a trade where precision matters as much as it does in metal. 

The companies breaking that cycle are the ones building a culture of stability and growth. They’re clear about expectations, invest in training and give people a reason to stay beyond just the next paycheck. Over time, that creates a workforce that’s not only more skilled, but more committed. 

Attracting talent is important, but keeping it is what really drives long-term success. When you create an environment where people can build a career, develop their skills and take pride in their work, you don’t have to chase labor the same way. People start to come to you. 

And in today’s market, that’s one of the strongest competitive advantages a contractor can have.