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. 

By Jesse Sanchez. 

One contractor’s journey highlights how relationships, resilience and industry engagement shape sustainable growth. 

In an industry that demands adaptability, precision and resilience, long-term success is built on more than technical expertise alone. For contractors like Wendy Marvin, CEO of Matrix Roofing & Home Solutions, sustained growth reflects a forward-looking mindset, one that elevates relationships, consistency and community engagement as essential drivers of performance as expressed in this Stories from The Roof podcast. 

Wendy’s path into roofing was anything but traditional. After leaving a corporate career, she partnered with her then-husband to launch a business rooted in a simple but often overlooked principle: reliability. “If we can answer the phone and show up on time for appointments, we’d be better than half,” Wendy said. That early focus on accountability established a foundation that would later support broader growth. 

Over time, that foundation expanded, particularly after Wendy assumed full ownership of the company. What began as a business centered on personal advancement gradually evolved into something more outward-facing. Wendy explained, “It really became a business where I transitioned much more into the community and being involved in the industry.” 

That transition marked a turning point. Rather than viewing success solely through revenue or scale, Wendy began investing in long-term relationships across both her local community and the roofing industry at large. This included active participation in trade organizations, consistent presence at community events and ongoing collaboration with peers. The approach was not transactional; it was rooted in visibility, trust and genuine engagement. 

The results became especially clear during periods of disruption. As uncertainty grew during COVID-19, those established relationships provided stability. Customers continued to reach out, not only because of the company’s services, but because of the familiarity and credibility built over time. Trust, once established, proved to be a durable asset. Wendy is clear that this strategy is not about short-term gains. Instead, it reflects a long-term commitment to showing up, contributing and remaining accountable to both customers and the broader industry. That consistency, she noted, is what differentiates companies that endure from those that struggle to maintain momentum. 

Resilience has remained central throughout that process. “When you get to the bottom, you have to be able to stand back up,” Wendy said, expressing the persistence required to navigate the realities of business ownership. Her experience offers a clear takeaway for contractors at any stage of the process, that while technical skill may open the door, it is relationships, integrity and sustained community engagement that ultimately determine how long it stays open. 

Listen to the podcast to learn more about how building trust through community engagement, consistency and resilience can drive long-term success in roofing!

RCS Influencers celebrate their tenth year of giving back to the roofing industry. 

The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announces the 2026 Influencers for RoofersCoffeeShop®.  

Each month, Influencers weigh in on timely topics impacting their respective industries, from technology strategy and diversifying services to leveraging associations, immigration compliance and workforce disruptions. RoofersCoffeeShop delivers these perspectives through interviews, videos and articles. The Influencers represent all facets of the roofing industry, including contractors, associations, manufacturers and service providers. Their insights are featured in dedicated website sections, amplified across social media and highlighted in our weekly eNews, Week in Roofing. 

“Our mission has always been to amplify the voices of professionals who are shaping the future of the trades,” said The Coffee Shops President and CEO Heidi J. Ellsworth. “As we celebrate the ten-year anniversary of the RCS Influencers, we are proud of the impact this community has made by sharing real-world expertise, tackling today’s challenges and helping move the industry forward.” 

 We are proud to announce the following 2026 RoofersCoffeeShop Influencers: 

• Trent Cotney – Adams & Reese 
• Rich Carroll – Carroll Consulting Group 
• Melissa Chapman – The GLO Group 
• Tammy Hall – Hall & Company  
• John Kenney – Cotney Consulting Group 
• Allison Woslager – Integrity PNW 
• Erica Reed – Elite Roofing Solutions 
• Ashley and Seth Pietsch – Integrity Insurance & Bonding Inc. 
• Randy Chaffee – Source One Marketing 
• Wendy Marvin – Matrix Roofing and Home Solutions 
• Will Lorenz – General Coatings 
• Bridget Wilson – Cardinal Roofing 
• Aaron Weinstein – Terial  
• Katie Clymer – Armored Roofing 
• Gottron Group 

Find more information on the 2026 RCS Influencers.

About RoofersCoffeeShop 

As an award-winning website and online community, RoofersCoffeeShop is committed to being a roofing professional advocate by supplying consistent information, education and communication avenues for all roofing professionals, and especially contractors, while promoting the positive growth, education and success of the roofing industry overall. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and the overall roofing trade. From the rooftop to the board room, RoofersCoffeeShop.com is “Where the Industry Meets!” For more information, visit www.rooferscoffeeshop.com. 

About The Coffee Shops 

Award-winning websites and online communities make up The Coffee Shops. Starting with RoofersCoffeeShop, which launched in 2002, the growth of the sites has been explosive for the construction trades of roofing, metal, coatings and their customers. Currently featuring four Coffee Shops, RoofersCoffeeShop, MetalCoffeeShop®, CoatingsCoffeeShop®, OutdoorCoffeeShop™ and their sister site AskARoofer™, all the sites are committed to advocating for the construction trades by supplying consistent information, education and communication avenues for all contractors, while promoting positive growth, education and success of construction industries overall. The Coffee Shops also feature strong microsites with RoofersCoffeeShop.ca, RoofersCoffeeShop.uk and En Español. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and overall construction information and education. The Coffee Shops are “Where the Industries Meet!” For more information, visit www.thecoffeeshops.online. 

Floor interviews, new product releases, Para Latinos awards and more!

Editor’s note: The following is the transcript of a conversation The Coffee Shops crew had after the first full day of the International Roofing Expo.

Karen Edwards: Day one of the International Roofing Expo (IRE) was so busy. There were so many people walking by our booth in the lobby, our alcove. It was an incredible first day. I got to walk around the show floor doing videos with our partners in their booths, and everybody was busy. The energy was high. People are happy. There are lots of new products. The Catch All, we were in their booth, and he had four new products available for pre order, not even on their website yet, but was really cool stuff, and it's just exciting and energetic to see all the people and all the new things that are coming to the roofing industry.

Alex Tolle: We got a new R-Club member yesterday, Noreaster Roofing, and they're based out of Nova Scotia. So pretty exciting to get another Canadian R-Club member and a lot of traffic at the booth. A lot of contractors are really interested in what we do. And a lot of people taking pictures of the booth and of the interviews, kind of felt like we were celebrities up there, and they were excited to see what we were doing. 

Megan Ellsworth: I was working the sound stage, interviewing all of our partners that we work with on The Coffee Shops. And I think my favorite interview was all of them. I'm not going to say my favorite because I can't think of one because they're all so good, but some standouts were Central States Building Works and Melissa Dunson, love her. Wendy Marvin with Matrix Roofing and Home Solutions. She's amazing and really cares about her customers and has a lot to say about the industry. The show was absolutely a complete success. For day one, everyone I talked to on the soundstage said that their booth was swamped with people and that it was nice to get away and be able to sit for a minute. 

Then we went to the Brava Roof Tile hospitality. We love Brava, their roof tiles and their products are just so beautiful. And so we were really happy to support them, take some photos at their event. And then we hopped over to the EagleView hospitality and got to see our friends, Rob Soper, Piers Dormyer and all the EagleView pals. They're so great. And then we went to Polyglass and got to see Bud Polston and Steve Wadding. And it was just a really, really great night. And the Polyglass party was super fun because it was at Howl at the Moon, and they had the best music. Steve is a hoot and a half. 

Lauren White: I was one of the floor teams with Zane, and we also walked around the show floor and met with all of our partners, and everyone is always just so excited to see us in their booths, and they're excited to talk about what new things they have going on and to really highlight their booths. And this year, I feel like a lot of people wanted to give us a full booth tour. We had a full day of interviews, and our booth setup looks great. Everyone who saw our booth was talking about our setup in the alcove and excited to see what we’re up to. And we also sponsored the First-time Attendees Reception right before the ABC Supply Welcome Party, and that was a great turnout. We handed out some branded koozies that were fun and people enjoyed and then we kind of divided and conquered from there and went to different hospitalities. And the band was really great at Polyglass and we had a good time there.

Itzel Najera: I was also on the floor in interviews. It was quite an interesting morning. We got to interview SRS Distribution partners, Amparo from Latinos en Roofing and we got to meet several contractors. One of the things I really enjoyed was at the end of the day, we got to see the SRS Para Latinos awards, and it was amazing just seeing all those contractors get recognized for their hard work. We also got to go to the SRS cocktail lounge, and that was really fun. They had great music. I feel like SRS has really cool events that we go to, and I really enjoy that. 

Evelyn Witterholt: We had back-to-back soundstage interviews all day long. It never stopped. But they were all really good. And I think our booth is in a really incredible spot this year, because right when the show floor opened, we got so much foot traffic and so many people. The amount of people I saw yesterday just stopping to stare at our booth and see who we are and what we're doing was really incredible. The few times I got to walk away from our booth and come back, the amount of people hanging out in the lounge area and taking our swag was really something to see. And I'm getting a lot of good content for our social media.

Dani Sheehan: I was also on the show floor pretty much the entire day. Walked almost 20,000 steps for the day. But it was really incredible, especially being able to see everyone and everything getting set up yesterday, and the madness of bringing it all together. It was so cool to walk into the show on day one and see just how incredible it is. So many of our partners are here with us. It was really great to see everybody, and I felt like a celebrity walking around and talking to people, seeing what they're doing and talking about what’s new in the industry this year.

Jessica Bravo: Honestly, day one was amazing. I was on the show floor, and I attended Spanish sessions from GAF that Alan Lopez hosted. My favorite interview has to be with Ana Maria from CertainTeed. She was talking about how everything they offer at their booth is in English and Spanish. So, I thought that was pretty cool. And we also spent most of our day with SRS at their Para Latinos booth. Very huge success.

Zane Delucci: I had a great first day at IRE. Some of my first expeditions in general. So that was really nice. Walked around with Lauren, and my favorite part so far has been the software talks that we've had. So that includes Sales Assist, Jobba, Leap, EagleView, Estimating Edge, those companies have been really great to talk to learn from. A rose and a thorn would be loved to just talk to new folks and learn their stories. And the thorn would be, it's cold. It's very cold, but no complaints. Looking forward to day two.

In case you missed it, watch our soundstage interviews LIVE from IRE 2025 on our YouTube Channel!

By Dani Sheehan and Lauren White.

Stay ahead of the curve with insights from RT3’s expert panel on how to navigate the ever-evolving world of roofing technology.

We started the last day of the 2025 International Roofing Expo (IRE) with a powerhouse panel of industry and thought leaders for the Roofing Technology Think Tank (RT3) session Navigating the Technology Landscape, moderated by our very own Heidi J. Ellsworth. Wendy Marvin, owner of Matrix Home Solutions and president of RT3, John Kenney, COO of Cotney Consulting Group and Kyrah Coker, president and CFO of National Roofing Partners (NRP) dive into the ever-changing world of technology in roofing. As AI, drones and robotics continue to enter the roofing industry, it’s crucial not only to understand the technology options available but also integrate technology into your company.

Tech overload: What do you really need?

“Tech is a freight train that’s coming,” Wendy shared. The roofing industry is finally gaining recognition as a viable profession, and with that comes an influx of tools and solutions to help get work done more efficiently. But not every piece of technology is right for every company. As John put it, “There have never been as many menu picks as there are today.” And all three panelists agreed that it’s vital for you to figure out what your needs and wants are in a software before you start shopping around.

A method that many teachers use is backwards planning where you start at the end and determine what you want your students to get out of a lesson and then move backwards, and what you’re left with is a step-by-step guide to help you get to that end goal that you set. And according to Kyrah, the same thing applies to your tech stack for your company. Kyrah recommends, “Start with the end in mind and figure out where you want to be in the future with your company and work backwards from there to figure out where you need to be now and what tech you should be implementing.”

A high-tech advantage or just hype?

Drones have become a popular tool in the roofing industry, offering high-quality images, improved safety and faster assessments. However, as Kyrah pointed out, “Drones are great for footage and photos, but nothing beats boots on a roof.” While customers appreciate the precision and efficiency drones provide, many contractors believe they cannot be a complete replacement for the hands-on knowledge that comes with physically inspecting a roof. The key is finding a balance – using drones to enhance the accuracy of information coming in while still relying on skilled professionals to interpret the data and make informed decisions. This might look like deciding to take an additional core cut to assess the extent of damage caused by a leak rather than relying solely on the image that identified the leak in the first place.

RT3 guides for you

To bridge the gap between technology challenges and solutions, contractors can turn to two recently launched guides from RT3. The idea behind these guides started from our RT3 visit to the SRS Distribution headquarter visit in Dallas, Texas, during IRE week 2023. Ironically, basic tech was used — pen and whiteboard. From there, came the Business Maturity Guide and the Technology Landscape Guide. 

“We were trying to take all this technology chaos and give you all these tools,” Wendy shared. “This guide allows you to see what other companies like ours have done and then make some smart decisions for your own company.” The Business Maturity Guide explores how companies in different levels of existence have different technology needs. “We recommend the processes that you need to understand at all these levels. Use what fits you best for the level you’re at the time,” John explained.

As for the Technology Landscape Guide, it provides an overview to understand what the various platforms are and explains how they all work together. John shared, “This guide gives you the knowledge to go to different software companies and say, ‘This is what we need, this is where we need to go, how can you do that?’” The best part? All of this information came from contractors, just like you. “Contractors want to talk to contractors about what does and doesn’t work,” Kyrah shared.

What everyone is talking about – AI  

We all know the roofing industry continues to face a serious labor shortage. According to John, “For every one person who gets recruited into the industry, two to three retire.” This is why adopting and implementing technology into your company is vital, whether that’s utilizing robotics, cobotics or AI. John shared, “AI will replace 40% of your white-collar workforce and eliminate a lot of tasks that are manual. AI will replace less than 1% of the labor force. Robots will never replace humans; it will be a partnership. You're still going to need human interaction and have people operate this tech.”

Wendy’s recommendation with AI is, “Have AI in place and maybe you don’t use it all the time, but you have it available and ready when you need it.” For Wendy, using an AI phone receptionist can be essential when a weather event happens in the PNW where her company is located. As she explained, she could go from 15 calls a day to 125 calls, which she doesn't have the staff for. And that’s where AI can help her, her staff, her company's reputation and her customers. “I use AI as an efficiency tool to help me do what I do better,” Wendy shared.

Tech takeaways

To wrap up the tech talk, each panelist shared insights on how to engage with RT3 and what RT3 has done for them and can do for others.  Key themes included leveraging technology effectively, being strategic with adoption and ensuring data ownership.  

On leveraging RT3 as a resource:  

• “Anyone with RT3 is ready to brainstorm with you and we’ll be the Switzerland of technology,” Kyrah
• “Nobody is going to do this for you, but you need to be able to reach out and find resources that will help you and RT3 is that resource. If you engage with it, you will learn and you will find tools that will help you,” Wendy

On finding the right technology:  

• “If you can’t get all three – shorten processes, return on investment and make you more efficient – it’s not the solution for you. And if you’re not a well-operating company, software will not fix it for you. If you put garbage in, you’re going to get garbage out,” John

On taking ownership of your data:

• “If you own the data, you own the client – data is king. Focus on making sure you have sufficient data on your client and be the own architect of your data,” Kyrah

On embracing technology within your team:

• All three panelists agreed that you and your company can benefit from bringing the younger people into your company who are early adopters, fast moving and ready to take tech on.

As John put it, “Technology is like roofs. Every roof has its place, but it’s not meant for every place and technology is the same.”

About Lauren

Lauren is the editor for RoofersCoffeeShop®, MetalCoffeeShop™ and AskARoofer™. When she’s not writing or reading articles, she's adventuring with her puppy Kira and trying new recipes. 

Por Dani Sheehan, traducido por Jessica Bravo.  

Con un horario lleno de sesiones educativas y eventos de networking, ¡asegúrate de planificar con anticipación para IRE 2025! 

Probablemente ya tengas tus zapatos cómodos y tarjetas de negocio en tu lista de cosas por empacar para International Roofing Expo (IRE) 2025, ¡pero ¿has empacado tus caramelos de menta de hierbabuena? ¡No, no estamos sugiriendo nada sutilmente sobre tu aliento! Se sabe que la menta de hierbabuena ayuda a mejorar la alerta y la memoria, lo que te ayudará a mantenerte atento mientras navegas por agenda repleta de sesiones educativas, eventos de networking y exhibiciones de productos en el evento de este año. 

¡Este año, The Coffee Shops estarán justo en el corazón de la acción! Asegúrate de pasar por nuestro stand en el Alcove 1, justo a la derecha de la Entrada del Salón 2. ¡Tómate algo de obsequios y saluda mientras te preparas para tres días completos de innovaciones en techado, oportunidades de desarrollo empresarial y conexiones internacionales! 

Luego, dirígete a Tremco Roofing en el stand #2202 para conocer sus últimas innovaciones y soluciones. ¡Esté atento a más información sobre la recepción de Tremco después de que cierre el piso de exposiciones el jueves! 

El segundo día, jueves 20 de febrero de 2025, comienza con fuerza con la Competencia de Estudiantes de Gestión de la Construcción de la Roofing Alliance. Y cuando estés listo para descansar de asistir a sesiones educativas y recorrer el piso de exposiciones, acompáñanos a la ceremonia de premiación de National Roofing Contractors Association (NRCA) de 5:00 p.m. a 7:00 p.m. 

Con tanto que está sucediendo, es esencial planear con anticipación. Algunas presentaciones clave del jueves 20 de febrero de 2025 que no te querrás perder incluyen: 

• Heat Smart, Safe Workers: Heat Illness Prevention in the Roofing Industry | 8:30 a.m. - 9:30 a.m. | Presentado por Cheryl Ambrose, vicepresidenta y gerente de riesgos empresariales en NRCA 
• It’s All About the Testing! A Technical Understanding of Codes and Standards in the Roofing Industry | 8:30 a.m. - 9:30 a.m. | Presentado por Jacqueline LaDuke, ingeniera de pruebas de campo en Elevate y Rodrigo Maese, ingeniero de proyectos principal, departamento de códigos en Elevate 
• Seven (7) Sales Training Basics Beginners Must Master | 8:30 a.m. - 9:30 a.m. | Presentado por John DeRosa, director de capacitación para contratistas en SRS Distribution, Inc. 
• NRCA’s Roundtable Discussion: Preparing for a New Generation | 8:30 a.m. - 11:00 a.m. | Los ponentes incluyen a Wendy Marvin, presidenta de Matrix Roof & Home, Geoff Mitchell, CEO de Mid-South Roof Systems, Bob Morgan, propietario de Upstate Roofing & Painting, David Sanders, capacitación y desarrollo de ventas en Beacon Building Products, JJ Smithey, presidente y propietario de Frost Roofing Inc. y Brad Sutter, vicepresidente ejecutivo de Sutter Roofing Company 
• Blueprint for Excellence: Building a Thriving Maintenance and Repair Department | 9:45 a.m. - 10:45 a.m. | Presentado por Tracey Donels, CEO/ Fundador de Service First Solutions 
• Critical Choices: Managing Air/Vapor in Low-Slope Roof Systems | 9:45 a.m. - 10:45 a.m. | Presentado por Scott Wood, científico senior de edificios en VaproShield 
• Standing Seam Installation | 11:30 a.m. - 12:15 p.m. | Presentado por Jason Ayres, gerente de servicios técnicos en Sheffield Metals, Andy Lesmeister, inspector de garantía de impermeabilidad en Sheffield Metals y David Stubbs, subdirector técnico en Sheffield Metals 
• 52 Weeks, Engaging Sales Meetings for a Winning Culture | 12:00 p.m. - 12:45 p.m. | Presentado por Greg Bjornson, líder de crecimiento empresarial en GAF 
• Rooftop Equipment Securement: Codes and Solutions | 2:30 p.m. - 3:15 p.m. | Presentado por Joel Stanley, CEO y fundador de Anchor Products 
• From Leaks to Likes: How Software Secrets Can Turn Your Roofing Business into a 5-Star Experience | 3:30 p.m. - 4:15 p.m. | Presentado por Adam Keys, vicepresidente de producto en JobNimbus 

Ya sea que busques mejorar tus habilidades, explorar nuevas tecnologías o conectarte con los principales expertos de la industria, IRE 2025 tiene algo para todos ¡Nos vemos en el piso de exposiciones! 

¿Te gustaría asistir a sesiones en otros días del evento? ¡Ve lo que sucederá durante el primer y tercer día de IRE 2025!

By Dani Sheehan. 

With a packed schedule of educational sessions and networking events, make sure you plan ahead for IRE 2025! 

You probably already have your walking shoes and business cards on your packing list for the International Roofing Expo (IRE) 2025 – but have you packed your peppermint mints? No, we’re not subtly suggesting anything about your breath! Peppermint is known to boost alertness and memory, helping you stay sharp while navigating the packed schedule of educational sessions, networking events and product showcases at this year’s show. 

This year, The Coffee Shops will be right in the heart of the action! Be sure to swing by our booth in Alcove 1, just to the right of the Hall 2 Entrance. Grab some swag and say hello as you gear up for a full three days of roofing innovations, business development opportunities and worldly connections. 

Then, make your way to Tremco Roofing at booth #2202 to learn about their latest innovations and solutions! Look out for more information about the Tremco reception after the expo floor closes on Thursday. 

Day two, Thursday, February 20, 2025, starts off strong with the Roofing Alliance Construction Management Student Competition. And when you’re ready to drop from attending educational sessions and walking the expo floor, join the National Roofing Contractors Association (NRCA) for their awards ceremony from 5:00 p.m. to 7:00 p.m.  

With so much happening, it’s essential to plan ahead. Some key presentations on Thursday, February 20, 2025, you won’t want to miss include: 

• Heat Smart, Safe Workers: Heat Illness Prevention in the Roofing Industry | 8:30 a.m. - 9:30 a.m. | Presented by Cheryl Ambrose, vice president and enterprise risk management at NRCA 
• It’s All About the Testing! A Technical Understanding of Codes and Standards in the Roofing Industry | 8:30 a.m. - 9:30 a.m. | Presented by Jacqueline LaDuke, field testing engineer at Elevate, and Rodrigo Maese, lead project engineer, codes department at Elevate 
• Seven (7) Sales Training Basics Beginners Must Master | 8:30 a.m. - 9:30 a.m. | Presented by John DeRosa, director of contractor training at SRS Distribution, Inc. 
• NRCA’s Roundtable Discussion: Preparing for a New Generation | 8:30 a.m. - 11 a.m. | Speakers include Wendy Marvin, president of Matrix Roof & Home, Geoff Mitchell, CEO of Mid-South Roof Systems, Bob Morgan, owner of Upstate Roofing & Painting, David Sanders, sales training and development at Beacon Building Products, JJ Smithey, president and owner at Frost Roofing Inc., and Brad Sutter executive vice president at Sutter Roofing Company 
• Blueprint for Excellence: Building a Thriving Maintenance and Repair Department | 9:45 a.m. - 10:45 a.m. | Presented by Tracey Donels, CEO/Founder of Service First Solutions 
• Critical Choices: Managing Air/Vapor in Low-Slope Roof Systems | 9:45 a.m. - 10:45 a.m. | Presented by Scott Wood, senior building scientist at VaproShield 
• Standing Seam Installation | 11:30 a.m. - 12:15 p.m. | Presented by Jason Ayres, technical services manager at Sheffield Metals, Andy Lesmeister, weathertight warranty inspector at Sheffield Metals and David Stubbs, assistant technical director at Sheffield Metals 
• 52 Weeks, Engaging Sales Meetings for a Winning Culture | 12:00 p.m. - 12:45 p.m. | Presented by Greg Bjornson, CARE business growth lead at GAF 
• Rooftop Equipment Securement: Codes and Solutions | 2:30 p.m. - 3:15 p.m. | Presented by Joel Stanley, CEO and founder of Anchor Products 
• From Leaks to Likes: How Software Secrets Can Turn Your Roofing Business into a 5-Star Experience | 3:30 p.m. - 4:15 p.m. | Presented by Adam Keys, vice president of product at JobNimbus 

Whether you’re looking to improve your skills, explore new technologies or connect with the industry’s top experts, IRE 2025 has something for everyone. See you on the expo floor!

Looking to attend sessions on other days of the event? Check out what’s going on during day one and day three of IRE 2025!  

Activities include a solar technology lunch and learn and a technology panel designed to help contractors on their technology journey.

Roofing Technology Think Tank (RT3), a group of progressive roofing professionals focused on technology solutions for the roofing industry, announced activities scheduled for the 2025 International Roofing Expo (IRE).

Members will participate in a lunch and learn session on Tuesday, February 18 at the Grand Hyatt San Antonio Riverwalk where they will learn about a new solar technology from Australia that has recently entered the U.S. market.

RT3 members will also take part in an educational panel on Friday, February 21 at 8:30 a.m. The session is titled Navigating the Technology Landscape. In this panel, RT3 members share resources, tips and advice for navigating the ever-changing and growing field of technology in roofing.

“Technology is advancing at such a rapid pace that it can be hard to understand the changes and what that can mean for your business,” stated Karen Edwards, RT3 director. “Our members met throughout this past year to develop resources to help contractors navigate the tech landscape. This panel shares those concepts and guides contractors on their technology journey.”

The panel will take contractors through the business maturity guide to help them figure out what their pain points are and how technology may be able to help them get to the next level. Next, the technology landscape resource will lead contractors through the types of solutions available, educate on how other contractors are using these solutions and provide direction on what questions to ask the vendor as well as what they should be considering for scaling their business.

In addition, the team will share do’s and don’ts for using AI in roofing businesses and how to ensure they are using it responsibly and ethically. The panel is moderated by Heidi J. Ellsworth and participants include RT3 members John Kiesel, Division 7 Roofing, Wendy Marvin, Matrix Roof & Home Solutions, Kyrah Coker, National Roofing Partners and John Kenney, Cotney Consulting Group.

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.

Join the Davis Memorial Foundation and support higher education through scholarships!

Your experience awaits you with this unique and exciting virtual tour of our Live Silent Auction! With over 45 items to choose from, including lifestyle, roofing and sports – you will be able to find that “IT” item – and help us meet our goal of raising $50,000 towards the Davis Memorial Foundation scholarship fund. Since it's founding in 1997, the Davis Memorial Foundation has now awarded over 180 scholarships totaling more than $800,000!

The Virtual Silent Auction opened today at 8 a.m.! You can now bid on these amazing items:

Try Burch Kira chain shoulder bag
An eclectic mix of bohemian glamour and American sportswear, the Tory Burch brand is known for effortlessly stylish, always-interesting pieces.

• 100% lamb leather construction
• 50% nylon, 50% polyurethane trim
• Interior slip pocket
• Top handle
• Chain accented shoulder strap
• Magnetic snap closure

Donated by: The GLO Group

$1,000 Edgewood Tahoe Gift Card
Like the great lodges of the American West, Edgewood Tahoe is a showcase of artisanship and imagination, from the most nuanced tones and textures to resplendent architectural statements. George and Tom Fazio Championship golf course is ranked in the top 100 courses nationwide and lies in the action packed South Shore of Tahoe.

Donation by: General Roofing Company

Seattle Seahawks Tickets
You pick the Seattle Seahawks Game of your choice for the club seats! Package includes 1 set of 2 Club Seat Tickets to a Seattle Seahawks Game.

Donated by: Convoy Supply

Two nights at Stephanie Inn, Cannon Beach Oregon
Stephanie Inn is the home of laid-back luxury. Relax in their beachfront reading room, connect over beach walks and forest hikes, celebrate at their award-winning restaurant and indulge yourself at their spa.

Your trip includes:

• 2 nights lodging ( $1,500 maximum)
• Bottle of sparkling wine in room
• $175 dining room credit

Donated by: Dealers Supply Co.

GoPro Hero 8
Waterproof Action Camera with Touch Screen 4K Ultra HD Videos, 12 MP Photos and 1080p Live Streaming Stabalization. Discover the world's most versatile action camera!

Donated by: Arizona Roofing Contractors Association (ARCA)

TUMI compact 4-wheel brief
Versatile and compact, this case makes taking your business on the road a breeze. With the option of being carried or wheeled, it gives you flexibility wherever you need to travel.

Donated by: Capitol Roofing Service

Los Angeles Football Club Tickets
The Los Angeles Football Club (LAFC) is a world-class football club representing Los Angeles and committed to delivering an unrivaled fan experience.

This package includes tickets for:

• Saturday, October 19, 2024 @ 6 p.m.
• 4 Seats, including an aisle seat, section 110, row T
• Parking pass
• Electronic tickets to be transferred via Ticketmaster

Donated by: Lucas Roofing Products

Other fantastic auction items include:

The live auction will be held on September 29, 2024 at the Paris Las Vegas! The virtual auction opened today at 8:00 a.m. and closes on October 1, 2024 at 5:30 p.m.

The Davis Memorial Foundation is operated under the auspices of the Western States Roofing Contractors Association

Larry and Mary Davis personified the heart and spirit of the roofing industry community. Committed to supporting the professional standing of roofing contractors, Larry promoted high standards and believed that a well-educated membership was key to the industry's future success. Founder of State Roofing Company in Modesto, California, Larry served as a director on the Western States RCA Board of Directors and was active on several committees, often flying to meetings with his wife Mary in their private airplane. They perished in a plane crash in 1995 when they were returning from a committee meeting. The Foundation was created in their honor.

We had a full day of interviews, seeing old friends and making new ones, handing out swag and rocking the roof with hospitalities!

Editor's note: The following is the transcript of a conversation the Coffee Shop crew had after the first full day of the International Roofing Expo. 

Heidi Ellsworth: We had an amazing first day at the International Roofing Expo (IRE). The soundstage, sponsored by SRS Distribution, was busy all day long. Karen and I did a lot of interviews. We also had an amazing Coffee Conversations with our contractor panelists who really talked about some great topics from says sustainability to AI, including labor and diversity.

And our team out on the floor, who had booth interviews, everyone loved them, and we had so many contractors come up, and just lots of great things happening. 

The First-timers Event was fun. Everybody had bracelets and it really was all about Roofing Respect, and we had so many people stop and say on their way in, we love RoofersCoffeeShop. So that was great. And then we did go to EagleView and KARNAK hospitalities. We love those guys, saw so many people from the industry. What the industry is doing to take care of the contractors is really phenomenal.

Alex Tolle: This is my first IRE and it was so much fun. First day, the first time going, I met so many contractors and I got three of them signed up for R-Club. I got to meet a lot of my current R-Club members including Blair from Wagner Roofing and Wendy Marvin from Matrix Roofing and Home Solutions and Michelle Kettering from LTD Exteriors and it was just so much fun to hang out with all these people.

Karen Edwards: This morning was amazing. Because we're located in the lobby. And while everyone was waiting to get into the show, because it didn't open until 11, and they might not have gone to the second session of their classes, they were kind of like what am I going to do now? And so everyone came to talk to us, everyone, everyone. We were busy.

We did a live podcast. We did a little live RLW, we are live on the TV in our booth, which was really fun. I've been coming to the IRE for a lot of years. And this might have been one of my most fun IRE's ever. And the feedback from our friends and family and supporters and our customers has been. "Wow, thank you for everything you do. You're so amazing. This is so awesome." And it is such a pleasure to be able to give back to the industry and to be able to bring the IRE live to others. That's what this is about. Megan, your multimedia team has been amazing. We've had crews going around the show floor we've had the soundstage. We have an overwhelming amount of content so people tune in and listen.

Megan Ellsworth: We really do. This is the first year we've had this. First year we've had two floor teams cruise the floor because we only had one crew, Lauren and James last year. That was great. Being able to get four types of content at the same time as soundstage content and then having that doubling with social media content was so great and to go back to the R-Club, I think my favorite thing about the R-Club is being at tradeshows and having contractors come up to us. And it's like we're all family. RCS and all the R-Club contractor members, we're all best friends.

And all night, we were at hospitalities for EagleView, and Karnak. And Alex was just mingling with all these contractors. And jokingly saying we're best friends now. But that's not even a joke. It's so true. We're all just best friends and that's what I love about this industry so much and I am constantly telling all my friends that if you need a job, look into roofing, because it's like one big family and I love it. I love it so much. And if you had asked me when I was 16 if I would be saying this today, I would have told you you're crazy. But I love it so much.

Alex Tolle: I think that's why I mean, it would have been cooler to be there earlier because there were so many contractors just hanging out. I think it was great to see all the contractors and to meet all of them and shake their hands and become their best friends. That is the goal. We have never had anybody focused on educating our contractors. And now that we do, they're like, "Oh, yeah, great. I love your website." R-Club brings so much value to them. And they don't necessarily understand that until they have someone to totally focus on it with them. 

So I got a lot of feedback today of things that we could add to the R-Club or things that can be better. Like people want insurance information, how to work with insurance, and I have somebody who wants to offer that to our R-Club, which is really cool. So I took a lot of notes today.

Lauren White: James and I were one of the floor crews who went out on the tradeshow floor for scheduled interviews, which was phenomenal because people were already ready and prepped with things that they wanted to talk about and products they wanted to highlight. And anytime we asked for a demo, everybody was super excited to give a demo. So even just between interviews when we had 10-15 minutes we were going over to our friends and just asking, "Will you fire up a machine? Will you show us how this works?" CIDAN was great and let us see some fun demos. We got KARNAK showing us some underwater demos of their products too, which was really cool. And we went to their hospitality later tonight, which was so much fun. And they're celebrating their 90th anniversary, which is amazing.

Megan Ellsworth: That's why I love our content, because it's so organic and authentic. I think authenticity is so important in media, because there's a whole generation of people, kids, whatever, that see all this really scripted content and TikToks and what not and I think just being authentic on camera is so important.

And that's why I love RoofersCoffeeShop. And that's why I loved day one of IRE. And I think it was a great day. It was so busy. The show floor opened at 11 and we got there a little before nine. We were trying to set up soundstage and y'all were trying to set up the booth. And there was constant traffic to the booth.

Lauren White: Oh, and we sponsored the First-timers Event right before the Welcome Party at Beer Park in the Paris and ABC Supply sponsored the Welcome Party. And we handed out our Roofing Respect bracelets with roofingrespect.com on them. And had a lot of fun with our friends at the EagleView and KARNAK hospitalities. Now we are finally home.

And that's a wrap on Day 1! Stay tuned for our recap of Day 2!