By Jesse Sanchez. 

Centralized sales content and analytics can help contractors strengthen close rates, improve consistency and create confident customer conversations. 

At the International Roofing Expo (IRE), conversations extended well beyond topics of technology used for production and jobsite operations. For many contractors, one of the biggest opportunities lies earlier in the customer journey; in how sales teams present information, build trust and guide homeowners through the buying process. That is where companies like Ingage are focusing their attention, positioning sales content as a tool not only for communication, but for stronger performance. 

Speaking with Karen Edwards on the RoofersCoffeeShop® sound stage, Ingage CEO Dean Curtis said the company is built around helping contractors bring clarity and confidence to sales conversations in the home. “We help contractors create great sales content,” Dean said. “So, you think about that kitchen table conversation. How can you enable your sales team with the best possible confidence building materials for them and for the prospect?” 

That value starts with consistency. In many organizations, sales presentations can vary widely from one representative to the next, making it harder to control messaging or understand what is driving results. Ingage addresses that challenge by giving teams access to the same current materials while also providing sales leadership with visibility into how content is being used. Dean noted that this analytical layer helps move coaching beyond assumption. “The analytics givees you the evidence to say, ‘Hey, I’m doing this,’” he said. In practice, that can help leaders identify which approaches are contributing to stronger close rates and where adjustments may be needed. 

Just as importantly, the platform is built around the reality that sales conversations do not unfold in a straight line. Homeowners often arrive with their own questions, concerns and priorities, which means representatives need to adapt in the moment. “What we know about sales is there is no linear sales conversation,” Dean said. “The customer comes in with preconceived ideas. A great salesperson discovers what’s important and presents on that.” By making content easier to navigate and tailor, the platform supports a more responsive and relevant conversation. 

The discussion also pointed to a broader issue contractors are facing: adopting new technology effectively. Dean noted that implementation alone is not enough if companies have not fully examined the process the technology is meant to improve. As contractors look for ways to make the most of every lead, tools that combine consistency, flexibility and measurable insight are taking on a larger role in the sales process. 

Watch the full interviews to learn more about how centralized sales content and analytics help contractors create more consistent presentations, adapt in real time and improve close rates!

By Emma Peterson. 

Celebrate your crew and share your story with NRCA this June. 

Roofing is the hidden hero in many people’s lives; roofs protect their homes, families, businesses and possessions from the elements. To raise awareness about the significance of roofing and the important work of professionals across the roofing industry, the National Roofing Contractors Association (NRCA) will be hosting their annual National Roofing Week from June 7-13, 2026. 

During the week, NRCA will be sharing stories from professionals around the industry across their social media platforms. NRCA encourages members to “share their stories of charitable giving, crew and staff appreciation and signature roofing projects” by using the #NationalRoofingWeek2026 tag.  

Another great way to show your support for this initiative is by decking your crew out in National Roofing Week swag! These shirts are a great way to show your roofing pride with style. You can find more detailed information about participation and National Roofing Week assets to use in your photos and videos online. 

This year’s event is sponsored by a variety of industry-leading companies, including Georgia-Pacific, SRS Distribution, International Roofing Expo, Hanover Architectural Products, OMG Roofing Products, Roofing Alliance, SOPREMA and TuffWrap. If you need more information on National Roofing Week, contact NRCA Director of Communications Krista Berns (847-493-7531 or kberns@nrca.net) or NRCA Social Media Manager Madison Mahoney (847-493-7548 or mmahoney@nrca.net). 

Join the NRCA in celebrating the essential work your crew does each day and promote the importance of hiring professionals!

By Emma Peterson. 

Learn about Carlisle’s new high R-value polyiso insulation and the benefits it offers contractors.  

The International Roofing Expo (IRE) is one of the biggest and most influential trade events for the roofing industry. As such, it is often where companies announce new products and innovations – like Carlisle SynTec Systems did at the 2026 show with the announcement of their ThermaThin™ 7 roofing insulation!  

To hear more about this new product, we interviewed Wesley (Wes) Sherrer, Carlisle’s product installation team leader, and Aparna Jaggi, their revolutionary innovation manager, at IRE, just days after ThermaThin 7 was announced.  

Aparna shared some background on what makes this product so special, “It is an R-7 per inch polyiso insulation. For reference, industry standards for insulation have been R5.7 per inch." Carlisle designed the product as a direct response to contractor feedback. Wes explained, “A lot of our innovation is based in feedback and some of the biggest pain points we've heard have been in staging and job site congestion. And so, developing ThermaThin 7 with the higher R-Value means contractors have less installation volume to deal with while still meeting increasing R-Value code requirements.”  

In other words, ThermaThin 7 reduces the amount of insulation needed to meet R-Value requirements, creating a shorter roof profile and giving contractors a variety of benefits, such as fewer pallets and trucks during staging and shorter fasteners when installing.  

And Aparna and Wes were already hearing positive reactions to the ThermaThin 7 while at IRE. Aparna shared, “There was a lot of disbelief that polyiso insulation could hit R-7 per inch. And that quickly gave way to excitement about the avenues that opens up.”  

A great example is Chris Evans from KPost Company's reaction, as he shared, “Roof assembly thickness can pose huge challenges on projects. When you can hit the required R-value with a thinner board, everything gets easier. here’s less material to handle, fewer trucks to manage and fewer issues around flashings and transitions. That will be a big advantage, especially on large jobs.”   

Watch the whole interview to hear more about the launch of Carlisle’s ThermaThin 7.

By Jenny Yu.  

At IRE 2026, MetalForming introduced new equipment designed to help contractors streamline operations and expand capabilities. 

At the 2026 International Roofing Expo, contractors came searching for tools and technology that can help them work smarter, faster and more profitably. MetalForming was ready to provide, showcasing their latest equipment designed to improve fabrication capabilities and streamline shop operations. 

During a live interview at the RoofersCoffeeShop® sound stage, Stephen Gosk, president of MetalForming, shared how the company is focusing on innovative machinery and supplier partnerships that help contractors stay competitive in a changing market. 

“MetalForming represents a variety of best-in-class suppliers doing metal folding, coil processing and roll forming, with innovative solutions that our customers are looking for,” Steve explained.  

At this year’s show, MetalForming centered its booth around equipment that delivers efficiency and flexibility for fabricators and contractors. According to Steve, the company carefully selects machines that can directly impact customers’ operations. 

“We continue to try to find the secret sauce for these shows by looking for what people want to see: the latest innovation that's going to help their businesses be more successful, more efficient and more cost-effective,” he said. “This year, we’ve focused on new innovations from our suppliers that we feel will do that for our customers.” 

Among the featured equipment are Schröder architectural machines, including the PowerBend Architectural (PBA) folding machine and the PowerBend Multi (PBM); these machines offer advanced safety features, precision folding capabilities and programmable functionality that allow contractors to produce complex metal components more efficiently. Steve also highlighted the addition of the New Tech and VIETSTEL roll forming machines to MetalForming’s expanded offerings.  

Beyond equipment innovations, Steve also shared optimism about the industry’s outlook in the next year. “The uncertainty of 2025 seems to be waning a little bit. I really see the fog lifting,” Steve said, adding that MetalForming’s focus is to keep growing. “By bringing in this new equipment and continuing to enhance our role as a supplier, we're looking to grow our presence regardless of market conditions.” 

Watch the full interview to learn more about MetalForming’s newest equipment innovations.

By The Coffee Shops™. 

From marketing to operations, AI is beginning to reshape how roofing companies work — but success depends on how it’s used. 

On the final morning of International Roofing Expo (IRE) 2026, a packed room of contractors, manufacturers and industry professionals gathered early for a timely conversation on artificial intelligence (AI). Hosted by Roofing Technology Think Tank (RT3), the panel brought together voices from across the industry to cut through the noise and talk about what AI actually looks like in practice. 

Featuring Ken Kelly of Kelly Roofing, Wendy Marvin of Matrix Roof & Home, Anna Anderson of Art Unlimited and Josh Adams of Roof Scout, the discussion focused on how contractors can start using AI intentionally and effectively in their businesses today. Despite the early hour, the session sparked strong engagement and an active Q&A, signaling just how top-of-mind this topic has become across the industry. 

1 – AI is a tool, and it’s only as good as how you use it 

One of the clearest messages from the panel was that AI responds to direction. The more specific and thoughtful your input, the more useful the output. Ken compared AI to a golden retriever – eager to please, but unlikely to challenge you unless you ask it to. If you’re not getting the answers you need, it’s often a prompting issue, not a platform issue. 

This requires a different way of thinking. Instead of asking quick, surface-level questions, users need to approach AI the way a customer might approach a search engine: with detailed, specific context and a clear goal in mind. 

2 – The human element still matters 

While AI can streamline workflows and reduce manual tasks, the panelists were quick to point out that it doesn’t replace the human side of the business. 

Customers still want to work with people they trust. They want clear communication, accountability and relationships, especially for residential roofing. AI can support that experience, but it shouldn’t replace it.  

Internally, AI can also help reduce common pain points. Instead of entering the same data across multiple systems or manually reviewing documents, teams can use AI to handle repetitive tasks more efficiently. Wendy stressed that not only saves time, but can also reduce the risk of human error.  

3 – Without alignment, AI creates more problems than it solves 

As more companies experiment with different AI tools, another challenge is starting to emerge: inconsistency. If everyone on your team is using different platforms in different ways, it becomes difficult to maintain a unified voice, protect your data and ensure reliable results. The panel stressed the importance of creating internal standards early. 

That can be as simple as building a shared prompt library, documenting best practices or designating internal leaders to guide adoption like Josh and his team do. The key is making sure your team is working from the same playbook. 

4 – Your data is your competitive advantage 

Beyond the tools themselves, one of the most important takeaways from the discussion centered on data. Your customer information, job history and internal processes are some of your most valuable business assets. How you store, manage and use that data will directly impact how effective your AI tools can be. 

The panelists warned against relying on free platforms for sensitive information. In many cases, data entered into free tools can be used to train broader models, making it accessible beyond your organization. Investing in secure, paid solutions, and understanding how your data is being used is critical. Owning your data means maintaining control, protecting your customers and positioning your business to adapt as technology continues to evolve. 

This is an evolution, and it’s moving fast 

While AI is often framed as a sudden disruption, this panel discussion offered a more grounded perspective. From business-to-business and business-to-consumer interactions, the industry is now beginning to explore business-to-agent workflows, where AI systems communicate with one another to complete tasks, according to Anna. Whether it’s processing information, analyzing documents or supporting decision-making, these tools are becoming more integrated into everyday operations. 

Discussions like the RT3 panel are exactly what this organization was created to support. As a consortium of industry thought leaders, RT3 is focused on exploring emerging technologies and helping contractors understand how to implement them in practical, meaningful ways. 

By bringing together perspectives from inside and outside the roofing industry, RT3 provides insight, resources and real-world context to help businesses navigate change. 

Start small, stay intentional 

For contractors looking to get started with AI, the message from this discussion was clear: you don’t have to do everything at once. 

Start with one or two areas where AI can make an immediate impact. Build consistency within your team, protect your data and refine your approach as you go. AI isn’t replacing anyone. But it is changing how work gets done. Those who take the time to understand it and can use it intentionally will be better positioned for what comes next. 

Por Jessica Bravo. 

Las historias, entrevistas y recursos más leídos por la comunidad de roofing este mes.  

Uno de los contenidos destacados fue un episodio de La Voz de los Ruferos, en el que Alejandra Mahecha Bader, de MuleHide, comparte cómo es un día en su rutina como representante e inspectora de techos. Este rol resulta clave para asegurar que cada proyecto cumpla con los estándares establecidos por la empresa antes de poder emitir el proceso de garantías. 

Se invita a escuchar el episodio o leer el artículo para comprender la importancia de no omitir pasos durante el proceso de instalación, ya que esto puede generar problemas que no siempre son visibles de inmediato. 

Mientras trabajamos para ampliar nuestras ofertas de R-Club en español, “Capacitaciones de seguridad del R-Club Educación bilingüe que fortalece a las cuadrillas” fue uno de los artículos más leídos en el mes de marzo. Entre los puntos más relevantes se encuentran: 

• John Kenney aporta liderazgo probado en campo a la educación en seguridad  
• Por qué son importantes las capacitaciones en español  
• Por qué es importante para los contratistas  

Asimismo, se invita a quienes no forman parte del R-Club a inscribirse en esta membresía para obtener acceso a ecapacitaciones exclusivas tanto en español como en inglés. 

Por otro lado, aún existe la oportunidad de participar en una experiencia deportiva VIP y obtener herramientas de alto valor. QXO, en colaboración con los patrocinadores IKO, GAF, TAMKO, Owens Corning y TRI-BUILT, está llevando a cabo una promoción en la que 22 contratistas podrán ganar una experiencia deportiva VIP. Además, al ordenar suministros a través de una cuenta QXO, se puede participar para ganar un kit de clavadora de bobina M18 FUEL de Milwaukee. La promoción estará vigente hasta el 10 de abril. 

Otro artículo que captó la atención de los lectores destacó cómo el evento World of Concrete (WOC) 2026 reflejó la innovación y el espíritu de la industria. Este evento es evidencia de la magnitud y la energía de los oficios de la construcción que se reunieron este año. El equipo tuvo la oportunidad de asistir tanto a la International Roofing Expo (IRE) como a World of Concrete, participando en dos grandes ferias y generando múltiples conversaciones clave. 

Finalmente, el mes no estaría completo sin una destacada conversación con SRS Para Latinos, una iniciativa reconocida en la industria por su enfoque en la comunidad. Su valor radica en crear espacios para conectar, colaborar y crecer en conjunto. Como afirmó Julissa Chavez, “La unión hace la fuerza. Necesitamos unirnos para seguir creciendo y colaborar.” 

Esta conversación también resaltó el papel fundamental de la mujer en la industria. El patrocinio a Conexión Hispana representa un compromiso sólido para brindar mayor visibilidad, oportunidades y espacios de crecimiento para las mujeres dentro del sector. 

Hay mucho más para leer y escuchar en nuestro sitio web. No te pierdas los artículos más leídos de marzo y prepárate para lo que viene en abril, porque será otro mes lleno de éxitos. 

5 – Una líder reconocida en la industria 

4 – Compartiendo las historias de la industria y sintiendo el impulso 

3 – Gana en grande con el Sorteo VIP Deportivo 2026 de QXO 

2 – Capacitaciones de seguridad del R-Club: Educación bilingüe que fortalece a las cuadrillas 

1 – Todo es una cadena durante el proceso de instalación - Parte 1

Por Jessica Bravo. 

Herramientas para crecer en la industria de roofing y reparando a los contratistas para el futuro.  

En un episodio de La Voz de los Ruferos, Ana Pulido y Salvador Sedano comparten lo que viene para los Talleres de Construcción de Negocios (BBWs) este año. 

Durante la conversación, explican cómo estos talleres están diseñados para ayudar a los contratistas a hacer crecer sus negocios, fortalecer sus habilidades y mantenerse a la vanguardia en la industria del techado. 

También hablan sobre las próximas actualizaciones de CertainTeed en su programa de credenciales y garantías, y cómo estos cambios buscan apoyar el desarrollo profesional de los contratistas. 

Ana y Salvador destacan la importancia de involucrarse con CertainTeed y de aprovechar al máximo su programa de certificaciones, el cual ofrece herramientas y recursos para impulsar el crecimiento de los profesionales del sector. 

Durante IRE 2026, CertainTeed anuncio cambios importantes en su programa de credenciales. Escucha la entrevista para mantenerte al día con estas actualizaciones y asegurate de aprovechar al máximo las certificaciones, así como las oportunidades de capacitación y participación que ofrece la compañía. 

Y si deseas conocer más sobre la importancia de conectar con el equipo de CertainTeed, también puedes escuchar otro episodio de La Voz de los Ruferos, grabado en vivo durante un BBW en Miami. En esta conversación, Alberto Torres habla con Ana Pulido de CertainTeed y con Víctor Alfonso Huipio sobre los recursos disponibles para los contratistas y cómo estas herramientas ayudan a desarrollar credibilidad, confianza y crecimiento empresarial a largo plazo. 

Escucha estas conversaciones para conocer más sobre los recursos y herramientas que CertainTeed ofrece a los contratistas, así como los planes que vienen para el resto de 2026. Es una gran oportunidad para mantenerse informado y aprovechar todo lo que está por venir en la industria. 

By Jesse Sanchez. 

Industry leaders discuss how daylighting, ventilation and smart skylight technology are reshaping roofing opportunities. 

Demand for daylighting solutions is expanding across both commercial and residential construction as building owners prioritize healthier indoor environments and improved energy performance. At the International Roofing Expo (IRE) in Las Vegas, leaders from VELUX Commercial discussed how advancements in skylight technology and shifting building priorities are creating new opportunities for roofing contractors. Speaking from The Coffee Shops™ sound stage sponsored by SRS Distribution, Heidi J. Ellsworth interviewed Brian Groy, director of commercial sales at VELUX North America, and Bill Charlton, director of residential sales. Both pointed to growing interest in daylighting as architects, building owners and homeowners increasingly recognize the role natural light plays in comfort, wellness and building performance. 

Brian noted that the commercial sector has seen renewed momentum driven by building codes and a broader focus on indoor environmental quality. “It’s a great time to be in the daylighting market and commercial buildings,” Brian said. “There’s a big emphasis on healthy buildings for people coming out of the pandemic as well as energy efficiency related to building codes.” 

While commercial demand continues to grow, the residential market is also evolving as homeowners invest in upgrades that improve both comfort and livability. Bill said skylights are no longer viewed simply as a source of natural light but as part of a broader strategy to enhance airflow and indoor air quality. “Where a lot of people traditionally have fixed skylights, some are realizing now that they can open that up from a fresh air perspective,” Bill said. 

That shift is closely tied to the technology now built into modern skylight systems. Bill noted that many units are solar powered and controlled remotely, eliminating the need for electrical wiring while giving homeowners the ability to introduce fresh air with minimal effort.  

Automation is also becoming more common. Bill explained that the VELUX Active system monitors interior conditions such as temperature, humidity and carbon dioxide levels, allowing skylights to respond automatically to changes inside the home. “Say it’s the skylight in a bathroom and the humidity is high from a shower; it automatically will pop open,” Bill said. “After that shower is done for a while, and the steam dissipates, that skylight will automatically close on itself.” 

Contractors attending the event also raised questions about how skylight solutions can help differentiate their services in a competitive market. “We’re hearing a lot of contractors asking how they can differentiate from competitors,” Brian said. 

Education is another part of that strategy. Bill highlighted the company’s training academy, which includes both fixed training locations and mobile installation vans that travel to contractors for hands-on instruction. As daylighting technology continues to advance, both leaders emphasized that skylights are no longer treated as simple roof openings. Instead, they are increasingly viewed as integrated systems designed to enhance indoor comfort, improve air quality and strengthen overall building performance. 

Watch the full interview to learn more about how automated skylights, smart ventilation systems and contractor training are shaping new opportunities in the growing daylighting market!

By Anna Lockhart.  

Learn the importance of optimizing your business opportunities and offerings by adding metal roofing to your line up!  

Live from The Coffee Shops™ sound stage at the 2026 International Roofing Expo, Karen Edwards sat down with Melissa Dunson from Central States Manufacturing to discuss the latest updates from the brand and what attendees could expect from their booth on the trade show floor.  

As the leading manufacturer of metal building materials, Central States is a trusted source for any metal roofing needs a contractor might have. Melissa mentioned the growing desire across the market for standing seam products, which was the primary focus of their booth display set up. “If you know anything about what’s happening in the metal industry right now, standing seam roofing is predicted to grow the fastest – 14% year-over-year,” she explained. “So, we’ve set up some beautiful displays to highlight how our clip systems work and provide visuals when discussing quality, specs and availability with attendees.” 

IRE is the perfect opportunity for non-metal contractors to learn more about the opportunities metal can offer their business. “Metal is growing, and many people are interested in learning more about the buzz. So, we encourage attendees to stop by our booth to talk about the logistics of installing metal roofs and any educational information,” Melissa added.  

With metal roofing being projected to be one of the fastest forms of roofing to grow for the next decade, now is the perfect time for contractors to consider the benefits of adding metal services to their lineup. Melissa shared, “We get a lot of people who say, ‘I think I want to offer metal, but I need to know how to install and sell the product.’ And that’s what we do. We’re here to help contractors understand how to sell metal to home and building owners, and how to best communicate its value.” 

She emphasized the benefits of metal roofing being a major reason to give metal products a try. With metal materials offering significantly longer lifespans and levels of durability than traditional roofing materials, it’s hard not to see the benefit of utilizing the material. She urged IRE attendees to stop by the Central States booth, where they could get an up-close look at an interactive kiosk, designed to showcase the digital educational tools that contractors can use to expand their understanding and knowledge of the selling, installation and ordering processes for metal roofing.  

With endless opportunities for metal roofing in the next several years, now is the time for contractors to consider their options and the success they might find with companies like Central States Manufacturing on their side.  

Watch the full conversation to learn more about the offerings from Central States Manufacturing and what metal can do for your business!

By Jenny Yu.  

Van Mark’s industrial portable brake is giving contractors an accessible way to grow their metal roofing services. 

At the 2026 International Roofing Expo, Van Mark Products Corporation showcased its latest innovations while engaging contractors eager to expand into the metal roofing market.  

Scott Totin, regional sales manager of Van Mark, said the show delivered steady booth traffic and meaningful conversations. “It’s been a very busy show, so that’s been great,” Scott expressed. “Lots of contractors coming by, saying hi and viewing our products.” 

Founded six decades ago, Van Mark built its reputation on creating a portable metal bending solution at a time when such equipment was not readily available. Today, the company continues to refine its patented product. “The brake that we have in our booth today is what we consider our Rolls-Royce of the market,” Scott stated, describing the Van Mark Industrial Metal Master. “It is the most heavy-duty, industrial version of what we can do. It bends 24-gauge steel, which a lot of metal roofing contractors favor because it makes their job a lot easier.” 

Weighing about 260 pounds and mounted on a wheeled cart, the portable unit allows contractors convenience and flexibility. “They can bring the shop right to their job site,” Scott stated.  

As metal roofing gains traction, Scott said more contractors are exploring ways to diversify. “More and more architects are drawing into their plans a combination of metal and asphalt,” he said. “Being able to do both makes a more valuable commodity to the general contractor they’re working for or homeowners that they’re working for.”  

Van Mark’s unique position in the market offers an affordable and accessible entry point for contractors who may not be ready to invest in larger shop machines. “It’s a nice niche that we find ourselves in, being able to really help a contractor grow their business,” Scott shared. “Down the road, they may end up buying that bigger machine, but they still keep ours because they know the value of it.” 

The Coffee Shops™ had the opportunity to visit Van Mark’s booth and see the Industrial Metal Master. Watch their booth interview for a close-up look! 

Watch the full soundstage interview to learn more about Van Mark’s portable brakes and how the company is helping contractors expand into the metal roofing market!