By Emma Peterson. 

Westlake’s portfolio is full of high-performance solutions for every project. 

While at the 2026 International Builders’ Show, The Coffee Shops™ team interviewed a variety of our customers and industry friends from SRS Distribution’s expo floor garage! One such interview was with Mitch Heitsch, who is a regional sales manager with Westlake Royal Roofing Products. Mitch was at the show highlighting the variety of products and solutions Westlake has to offer for all contractors, no matter what part of the building they work on, where they are in the country, what performance/aesthetics requirements they need to meet and more.  

He opened the conversation by explaining how Westlake’s portfolio encompasses a variety of markets, sharing, “Our overall brand is called Westlake Royal Building Products because we have so many different solutions... There’s roofing, which is my division, then there’s tools (Tapco), and on top of that we have stone for outdoor living (such as El Dorado and Cultured Stone) and siding/trim solutions.”  

And within each of these brands, Westlake has developed sub-brands and systems that meet the needs of contractors in the field. Unified Steel, Westlake’s stone-coated metal roofing brand, is a prime example of this. Mitch explained:  

Our products check most of the boxes when it comes to both performance and aesthetics. Take Unified Steel, for example. It has all the ratings Floridians could need when it comes to hurricanes and wind uplifts, while also having the very severe hail (VSH) and snow load ratings needed in the Midwest and the fire ratings needed out West. And from an aesthetics standpoint, we not only have a variety of colors for every need, but also five unique profiles that fit any architectural style out there. 

At the end of the day, if you need a product related to building a home, Westlake’s portfolio is likely to have a high-performance solution perfect for the job. 

Learn more about Westlake’s portfolio by watching the whole interview.

Westlake Royal Building Products^™ has launched FYRATEK™, a fire- and ember-resistant roofing underlayment to its Westlake Royal™ Roofing Components offering, designed for concrete and clay tile roofing systems in wildfire-prone regions.

Westlake Royal Building Products^™ (Westlake Royal), a Westlake company (NYSE: WLK), has introduced FYRATEK™ to its Westlake Royal™ Roofing Components product line. A fire- and ember‐resistant roof underlayment, FYRATEK is designed for use with concrete and clay tile roofing systems in high wildfire‐designated regions. 

FYRATEK features a non‐combustible aluminum surface engineered to reflect heat and help prevent burning embers from igniting the wood roof deck and building structure. It is Class A fire-rated when used with tile roof coverings and is listed for use in California’s Wildland Urban Interface (WUI) regions.

“Most tile roof systems carry a Class A fire rating, but FYRATEK provides an additional layer of wildfire defense, enhancing fire and ember resistance at the deck level where it matters most,” said Eric Miller, vice president of sales for Westlake Royal Building Products’ stone and roofing brands. “As the frequency and severity of wildfires continue to grow, FYRATEK may bring added peace of mind for homeowners in at-risk areas.”

Along with its fire-resistance benefits, FYRATEK lays flat, grips the deck and has a grid-patterned scrim for enhanced foot traction. It’s designed to withstand the rigors of tile roof installation, and its cool blue surface is designed to help reduce sun glare for installers. 

FYRATEK is available in 54” x 100’ rolls and carries a 30-year limited warranty for long-term durability. 

For more information, visit Westlake Royal Roofing Components.

About Westlake Royal Building Products

Westlake Royal Building Products USA Inc., a Westlake company (NYSE:WLK), is a leader throughout North America in the innovation, design and production of a broad and diverse range of exterior and interior building products, including siding and accessories, trim and mouldings, roofing, stone, windows and outdoor living. Westlake Royal Building Products manufactures high quality, low maintenance products to meet the specifications and needs of building professionals, homeowners, architects, engineers and distributors, while providing stunning curb appeal with an unmatched array of colors, styles and accessories.

By Emma Peterson. 

From new panel profiles to high-performance metal shingles and tiles, modern metal products are redefining performance and design. 

For many home and business owners, the mention of metal as a material option elicits an image of rusting barn roofs or industrial-style warehouse siding. But modern metal roofing and siding have come a long way from the simple corrugated sheets that so many think of. To learn more about all the metal options on the market, Megan Ellsworth spoke with Mitch Heitsch of Westlake Royal Building Products for a MetalCast™ episode on the topic.  

Mitch opened the discussion by highlighting the sheer number of metal options available today:  

You’ve got two broad categories, which are panel-style or shingle-style. So, in panel, you have corrugated metal panels, which are the ones that are associated with either a barn style look or coastal look. You also have your standing seam which has hidden fasteners and your ribbed R-panels with exposed fasteners. And then in the category of the metal shingles, you have painted stamp metal, stone-coated metal and so many more profiles. 

The really interesting thing is that these categories of metal roofing materials are not new, even though most people only know about the panels. Mitch explained, “This product is not new or innovative. It has been around forever. There’s always been the joke that things like stone-coated metal roofing, which are Westlake’s shingle and tile metal option, were roofing’s best kept secret.” 

But the secret is out now as more home and business owners look for more weather-resistant and long-lasting roofing solutions, finding that metal roofing is the answer. As Mitch surmised, “It's a great tagline to say it’s roofing’s best kept secret, but honestly, I’m glad it’s not a secret anymore. I want everyone to know what stone coated metal is because it's a very high performing, great product... And people are starting to know. You’re starting to see different profiles, products and manufacturers coming out with these type of options. It’s really fun and exciting to see the shift.”  

Listen to the podcast or Watch the episode to hear more of Mitch’s insights into metal construction products.  

By Robin Anderson, technical and strategy development manager, Westlake Royal Building Products.

Small steps can lead to big savings, and cool roof colors and a cool roof system do just that.

Roofing systems already play a critical role in protecting the home, but what if they can do even more to bolster resilience and save homeowners money? Specifying cool roof materials and methods can provide added durability while helping to keep homes cooler and lowering energy costs.

Here’s what contractors should know.

What are cool roof colors?

Cool roof color tiles utilize specialized pigments that help reflect the sun’s solar energy, varying significantly based on the roofing material and manufacturer. These cool colors are often listed with the Cool Roof Rating Council (CRRC), an independent organization that lists products that have been rigorously tested for their solar reflectance and thermal emittance.

Cool roof colors provide effective temperature regulation, keeping the building cooler even in the hottest weather and helping lower energy bills by easing reliance on air conditioning systems.

More broadly, cool roof colors help reduce CO² and other emissions associated with fossil fuel-generated electricity, which can contribute to a greener environment.

Along with direct savings, the lower surface temperature of a cool roof color can help maintain the quality of the roof and extend its service life, minimizing the need for frequent repairs or replacements. To the left, is an example of a cool roof color. This is Stirling in the Pacific Tile profile, one of four cool roof colors available from Unified Steel.

What is a cool roof system?

Available in combination with cool roof colors or any color, the Westlake Royal cool roof system pairs Unified Steel, Newpoint Concrete and US Tile roofing with components and procedures that provide superior insulation, ventilation and longevity. This helps keep the home cooler in the summer and warmer in the winter. To the right is one of many cool roof colors available for Newpoint Concrete Roof Tile. In particualr, shown here is the Barcelona profile in Buckskin.

The makeup of a cool roof system varies slightly based on roofing material.

As hot air rises by natural convection, a cool roof system allows the warm air to rise and exit through the ridge vent, drawing outside ambient air across the roof deck. This continuous airflow creates a cooler attic and living space in the home. The animation to the right shows this process.

Testing by Oak Ridge National Laboratory (ORNL) revealed that the Elevated Batten System on a dark roof is just as important as reflective roofs in achieving energy efficiency. ORNL’s 12-month study on the effects of infrared-reflective (IRR) pigments vs. metal roofs installed with an airspace showed above-sheathing ventilation can reduce heat flow into a building by nearly 30% (the Cool Roof Technical Bulletin with a complete report is available for download).

Energy efficiency made easy

Small steps can lead to big savings, and cool roof colors and a cool roof system do just that. By focusing on durability, energy efficiency and environmental responsibility, homeowners and building professionals can achieve long-term value and optimal performance.

To learn more about cool roof options, visit Westlake Royal’s cool roof page.

By Emma Peterson. 

How contractors can use technology to deliver better roofs in a more efficient manner.  

While at the National Association of Home Builders (NAHB)’s 2026 International Builders’ Show (IBS), we had the opportunity to film a live Coffee Conversations® thanks to our sponsors, SRS Distribution! The episode featured an expert panel of industry leaders, including Eric Fortenberry of JobTread Software, Mitch Heitsch of Westlake Royal Building Products and Chris DePatria of HOVER. One of the main discussion points of the conversation was the trends that this panel is seeing across the industry this year and how contractors should adjust future operations accordingly.  

Mitch opened the conversation by sharing what product trends he’s seen, sharing, “From the product standpoint, we're seeing a heavy push to more resilient products. This is partially from an aesthetic perspective, but mainly about performance. A lot of this is because insurance is driving a lot of conversations, but homeowners are also wanting to upgrade their homes with the next best thing.”  

And this push for better performance extends beyond the manufacturing space. Clients and competitive markets are putting more pressure on contractors to perform at a high level of efficiency. Eric explained, “Contractors are realizing that they need to implement systems and technology to be able to keep up with everything that's going on in the industry. Because it’s the contractors who can create the most streamlined, efficient processes that are able to deliver the service homeowners want and run business that succeed even in tough markets.”  

So, what can contractors do to improve the performance of both the roofs they install and the operations of their business? Integrate technology. Chris shared some examples of what this type of integration might look like:  

In terms of internal operations, programs like what we have at HOVER take what used to be a 30+ minute process of measuring a roof and turn it into a two-minute program. And as for delivering performance to clients, visualizers have become key in helping homeowners understand how materials will actually look and act on their homes...In fact 74% of homeowners want to see a visualization before they purchase or make a commitment.  

Overall, these are just two examples of the countless technological solutions that are on the market helping contractors take performance to the next level. Mitch summed up the conversation neatly, adding, “Contractors need to not be afraid to adapt and to change with what the market is demanding. There's a lot of people that get scared about that, they don’t want to change products or processes, but these types of changes are needed to bring you to where you need to go.” 

Listen to the whole episode or Watch the recording to learn more about the trends shaping the industry.  

By Emma Peterson. 

Metal roofing is rising in popularity around the country thanks to its ability to withstand various climates. 

In his role as a regional sales manager for Westlake Royal Building Products, Mitch Heitsch works with contractors and clients across various regions, from North Dakota to Florida. This has given him a unique perspective on how different roofing products and materials perform in different climates. To share what he has seen, he stopped by MetalCoffeeShop® for an episode of MetalCast™.  

Mitch opened the conversation by discussing the different factors impacting roofing in the regions he covers, sharing, “It's been a lot of fun to see the vast difference across regions. For example, in Florida, we tend to get kind of tunnel visioned into wind uplift and wind driven rain and those kinds of topics, but getting further north, now you're starting to talk snow loads and hail impact.”  

And the common thread across these regions? The rising interest in metal roofing. In Mitch’s opinion, the biggest reason for this popularity is metal’s performance. He explained: 

From winds to snow to wildfires, metal roofing checks all the boxes. Take Westlake’s Unified Steel as an example. In a wind uplift category, we have testing standards that get us up over 200 miles an hour. In a hail category, we carry very severe hail (VSH).  When you start talking about fire prone areas, we are a class A rated system product...Further, you can design Unified Steel as a cool roof system, where air is constantly flowing above the roof deck and keeping the home cooler. 

While this incredible performance might be the main reason, there are still other factors that are influencing the rise of metal. One is insurance costs. Mitch explained, “I think insurance is driving a lot of the conversation about performance. As our weather grows more extreme, these companies are demanding higher performing roofs.”  

Overall, metal is rising in popularity across regions for its durability and performance. As Mitch put it, “We’re seeing a general shift in people trying to move towards prepping themselves for weather events versus being reactionary to it. And a metal roof is often part of that preparation.” 

Listen to the whole conversation or Watch the episode to learn more about the rise of metal roofing.  

By Emma Peterson. 

Learn how stone-coated steel roofing delivers unmatched protection and performance.  

Across the country, homeowners are in the market for roofing materials that not only deliver powerful durability, but also premium curb appeal and long-term performance. And that’s exactly what Westlake Royal Roofing Solution’s Unified Steel brand delivers.  

Unified Steel is a highly engineered stone-coated steel roofing material that delivers the “look of traditional roofing with advanced performance, energy efficiency and sustainability.” Further, the Unified Steel portfolio includes everything from shake and shingles to Spanish-inspired tile, making it perfect for every home, whether your style is a classic cottage, an ultra-modern retreat and everything in between. Keep reading to learn more about the benefits of working with Unified Steel.  

Powerful protection 

Built to meet some of the industry’s toughest standards, Unified Steel delivers long-term peace of mind in the face of extreme weather. It is rigorously engineered to withstand events such as:  

• Hurricane: Westlake has multiple design assemblies featuring Unified Steel roofing that has been proven to withstand Category Five hurricane-force winds (120 mph). 
• Hail: Built to deliver unmatched strength in the face of even the worst hail, Unified Steel comes with a Class-4 impact rating. 
• Fire: Unified Steel can be incorporated into a variety of “Class-A fire-rated roof assemblies, ember-resistant underlayment options and WUl-compliant assemblies.” 

Efficient and eco-friendly 

Unified Steel roofing doesn’t just protect the home beneath its eaves; it protects the planet. Made of highly recyclable materials and designed with advanced ventilation and insulation features, Unified Steel roofing reduces a home’s environmental impacts while also increasing its energy efficiency.  

Add to that the ability to incorporate Westlake’s Cool Roof Colors, which lower energy costs by reflecting more thermal heat, Unified Steel becomes the obvious solution for efficiency and eco-friendliness. 

Versatility 

Made in the USA, these stone-coated steel panels are a versatile roofing option. They are designed to be lightweight and easy-to-install, making your crew’s job easier. They also come with a 50-year transferrable warranty that attests to their reliable and long-lasting performance. Overall, if you are looking for a versatile roofing solution that lowers repair costs and adds lasting value to a home, Unified Steel is a great option. 

Learn more about Unified Steel roofing.

By Mitch Heitsch, Westlake Royal Building Products.

Residential metal roofing is often discussed in terms of standing seam and stone-coated steel, what's the difference?

Metal roofing has seen substantial growth in residential markets, from low single digits to the mid-teens over the past two decades, as homeowners increasingly associate metal with strength, fire resistance and dependable performance during severe weather. In general, residential metal roofing comes in two options — standing seam (panels) and stone-coated steel (shingles).

Standing seam roofs feature feature continuous vertical panels with raised seams and few exposed fasteners, giving them a sleek architectural appearance. This clean look paired with the aforementioned durability of metal has made them a popular choice for homeowners who like a modern aesthetic. 

As for stone-coated steel systems, such as Westlake Royal Roofing Products' Unified Steel, they come in a variety of profiles that replicate everything from shake to tile and shingles. This offers homeowners a wide variety of aesthetics while maintainnig the core benefits of metal, including impact resistance, fire performance and high wind ratings.

Comparing the two options

Installation

Standing seam panels may be manufactured by a controlled producer, but there is a growing trend of contractors forming panels onsite with portable roll formers, an approach that can reduce cost but may introduce variability in panel dimensions, finish or warranty eligibility. Alternatively, stone-coated steel is factory-manufactured under controlled conditions, with established quality checks that help support long-term reliability and consistent fit across the entire roof system.

Price

Standing seam is generally the higher-priced metal option due to specialized installation, continuous-panel fabrication and precise fastening methods. Stone-coated steel is typically more cost-effective while still delivering premium performance and strong protection from wind, fire and hail.

Longevity

Both systems are capable of lasting several decades with proper installation. Each style, material and brand may have different levels of durability. For example, stone-coated steel systems, such as Unified Steel, are engineered for severe weather conditions including hail impact, wind-driven rain, heavy snow and fire. Unified Steel also provides a fully transferable 50-year limited warranty, enhancing long-term value.

In short, there are advantages to each system

Standing seam metal benefits: 

• Sleek, modern, architectural appearance
• Minimal exposed fasteners
• Excellent long-term durability
• Strong fit for contemporary or modern home designs 

Stone-coated steel advantages:

• Replicates the look of shake, shingle or tile
• Lightweight for most reroof applications
• Strong resistance to wind, hail and fire
• Textured surface may help reduce rapid snow-shed in some climates

The manufacturer will feature products from its extensive collection of roofing brands and will host installation clinics and product demonstrations throughout the event.

Westlake Royal Building Products™ (Westlake Royal), a Westlake company (NYSE: WLK), is bringing innovation and expertise to the 2026 International Roofing Expo (IRE), January 20 to 22, 2026, in Las Vegas. The manufacturer will feature products from its extensive collection of roofing brands — Newpoint® Concrete Roof Tile, DaVinci® Roofscapes, US Tile® Clay Roofing Products, Unified Steel® Stone Coated Roofing and Westlake Royal™ Roofing Components — and will host installation clinics and product demonstrations throughout the event.

“The International Roofing Expo is always one of the highlights of our year, and we’re looking forward to another opportunity to meet up with new and existing customers to explore how our products and solutions can help grow their businesses,” said Eric Miller, vice president of sales for Westlake Royal Building Products’ stone and roofing solutions brands. “This year, we’re excited to feature several new on-trend, authentic colors while helping contractors select resilient, long-lasting roofing materials that bring peace of mind to pros and consumers, no matter their geography or climate.” 

Highlights from Westlake Royal’s booth (2545) will include:

Comprehensive roofing portfolio

Westlake Royal’s portfolio of industry-leading roofing brands spans a full spectrum of materials and profiles engineered for aesthetics, resilience and regional performance needs. From severe weather durability and fire resistance to energy efficiency and architectural versatility, attendees can explore roofing products and solutions designed to meet the demands of a variety of climates, code requirements or design visions.

The booth will highlight the latest colors, profiles and system enhancements across Newpoint® Concrete Roof Tile, DaVinci® Roofscapes, US Tile® Clay Roofing Products, Unified Steel® Stone Coated Roofing and Westlake Royal® Roofing Components. Attendees can also view the Westlake Royal Cool Roof System exhibit, which shows how underlayment, ventilation and reflective surfaces work together to boost energy performance, extend roof life and enhance overall system protection. The system can be paired with slate, clay, steel or concrete tiles in a wide range of profiles — from slate and shake to S tile and more. 

New product — DaVinci® Roofscapes shake in Timber Black and Blonde Cedar

DaVinci® shake products are modeled from hand-split shakes for natural, non-repeating beauty. The new Timber Black color features deep grays and blacks for the authentic feel of rustic black cedar trees found deep in the eastern forests of North America. New Blonde Cedar is a warm, refined color that replicates the depth and light, airy coloring of sun-kissed cedar. 

DaVinci® Project of the Year recognition

DaVinci® Roofscapes will highlight the winners of the 2025 DaVinci® Masterpiece Contractor Project of the Year Awards. The five residential and two commercial projects showcase industry excellence, craftsmanship, visual impact and the ability to transform properties through innovative roofing solutions.  

Metal roofing clinics: Prefinished metal panels; stone coated metal panels

IRE attendees will have three opportunities to participate in a complementary knowledge session, covering specification and installation of stone coated steel roofing panels, including regional considerations, accessories and installation best practices. The 45-minute sessions will be held at Booth 1133 on January 20 at 12:15 p.m., January 21 at 1 p.m. and January 22 at 1:45 p.m.

Tapco Tools® Trim Brake demonstrations

Brakes and saw tables from Tapco Tools® offer the utmost precision to create a high-quality, finished look for custom exterior trim. During IRE, Westlake Royal will host hands-on brake demos at its booth, showcasing techniques for cutting and bending roofing flashing and trim. 

Attendees can visit Westlake Royal Building Products at booth 2545. 

To learn more about all of the Roofing Solutions brands, click here. 

About Westlake Royal Roofing Solutions LLC 

Westlake Royal Roofing Solutions is a recognized, national leader in durable and sustainable clay, composite, concrete and steel roof systems and components. The company’s offerings include US Tile products, a legacy line of premium, stunning clay tile solutions manufactured to the highest standard of sustainability and craftsmanship; DaVinci Roofscapes, beautiful and durable composite slate and shake roofing tiles; Newpoint Concrete Tile Roofing, the enduring line of concrete tile known for its superior strength, Class A fire rating and long-lasting beauty; Unified Steel Stone Coated Roofing, the ultra-lightweight roofing system which benefits from the structural strength of steel; and Westlake Royal Roofing Components, a full line of integrated roof components designed to deliver a higher standard of roof installation and performance.

About Westlake Royal Building Products

Westlake Royal Building Products USA Inc., a Westlake company (NYSE:WLK), is a leader throughout North America in the innovation, design and production of a broad and diverse range of exterior and interior building products, including siding and accessories, trim and mouldings, roofing, stone, windows and outdoor living. Westlake Royal Building Products manufactures high quality, low maintenance products to meet the specifications and needs of building professionals, homeowners, architects, engineers and distributors, while providing stunning curb appeal with an unmatched array of colors, styles and accessories.

For more information, please visit WestlakeRoyalBuildingProducts.com. Follow us on LinkedIn and Instagram and “Like” us on Facebook.

The partnership is based on excellent team assistance from the snow retention company, along with fair pricing and quick turnaround times for product delivery.

When installing or replacing roofing systems in Colorado and Wyoming, a dependable snow retention system is not a luxury, it’s a necessity. That’s the message roofer Kyle Shirley with Sol Vista Roofing shares with his customers. And with safety in mind, he relies on the top-quality services and products available from Rocky Mountain Snow Guards.

“For all synthetic and metal roofs we install we start by using the layout and quote service from Rocky Mountain Snow Guards,” says Shirley, founder and owner of Sol Vista Roofing out of Denver. “Their free design and estimate services make our estimation process to our client more efficient and also adds credibility to our client proposals.”

Citing excellent team assistance from the snow retention company, along with fair pricing and quick turnaround times for product delivery, Shirley relates that his company’s “go to” snow retention product is primarily snow guards. However, crew members are also comfortable installing Drift Solar fences on homes with solar panels.

Slip, sliding away

Recently the Sol Vista Roofing crew was brought in after solar panels had been installed on a residence in Littleton, Colorado. Unfortunately, the solar panel installer had not considered the consequences of snow sliding off the panels.

“The panels were actually a safety hazard,” says Shirley. “Sliding snow and ice were causing significant damage to the home’s gutters, fence and landscaping. The family and pets couldn’t even go outside.

"We contacted Rocky Mountain Snow Guards and learned that the Drift Solar Snow Fence is made especially for solar panel situations. This is a 12” tall, 4-pipe aluminum system that ensures no snow slips past the snow fence. It basically serves as a ‘catch basin’ for snow.”

With the Drift Solar product installed, the homeowners can rest easier. Plus, they’re saving money on repairs to their property that all the sliding ice had previously caused.

Composite shake + snow guards

When a homeowner contacted Sol Vista Roofing to replace their deteriorating wood shake roof in Avon, Colorado, Shirley knew exactly what to recommend.

“They wanted a product that was just as charming, but safer and more modern,” says Shirley. “We proudly recommended impact- and fire- resistant DaVinci® Roofscapes Multi-Width Shake in the Black Oak color with a Lifetime Limited Material Warranty. And, because we know how slick these composite tiles can be, we asked Rocky Mountain Snow Guards for a snow retention plan.”

The team at the snow retention company recommended Yeti 18 snow guards in a soldier row pattern for the project. Made of durable aluminum, the classic half-round style is designed for new installations of natural and synthetic shake and slate products in demanding snow conditions.

“The result is a gorgeous, functional, sturdy and safe roof,” says Shirley. “This roof is aesthetically beautiful. The products are worthy of the amazing home they were installed on.”

Challenging metal creation

Showcasing the company’s versatility, Sol Vista Roofing installed more than 700 linear feet of S-5!® snow rail system on a metal roofing project in Cherry Hills Village, Colorado. The metal roof was bonderized steel, which was complemented by in the color strip in the S-5! ColorGard bar system.

“This complicated roof design called for a specialist to help sketch out the snow retention system,” says Shirley. “Again, we relied on Rocky Mountain Snow Guards. The result is a beautiful roof with an effective snow retention system in place!”

About Rocky Mountain Snow Guards, Inc.

Rocky Mountain Snow Guards, Inc. manufactures snow guards and fence-style snow retention systems designed to protect people and property. The company offers free layouts and quotes for product placement, plus free training for roofing contractors and architects. Metal products are warrantied for 50 years. Proud Corporate Partner of Freedom Service Dogs and founder of National Snow Guards Safety Month. For details visit www.rockymountainsnowguards.com or call 1-877-414-7606.