Customer Needs Are Changing. Is Your Business Keeping Up?

Buying a roof online can be as easy as ordering from Amazon, thanks to a new online roofing platform by Gunner Roofing. Its industry-changing innovation won the Connecticut-based company the esteemed recognition of Cutting-Edge Contractor at the 2023 GAF WealthBuilder Conference and Expo in Austin, Texas.Leading with Customer ServiceInnovation is a main focus for co-founders (and brothers), Andrew Prchal and Eddie Prchal, but customer experience is the force that drives Gunner Roofing. "Every aspect of our business is customer experience," Eddie notes in an online interview with GAF CARE.In their quest to perfect their customers' experiences, the Prchal brothers considered how to simplify the roof-buying process. This led to the innovative idea to create an online roof estimation and purchasing platform. "The [roof-buying] program is a part of us," Eddie explains. "We designed the platform for our brand, thinking of our customers, wanting them to have a specific experience each step of the way."Simplifying Customer ExperienceThe Gunner Estimator does away with lead follow-up phone calls, sales visits, and hassle. "People can interact with the quote process in their own way, on their own time," Andrew says. Instead of communicating with a sales representative, customers enter their contact information and address into Gunner Roofing's easy-to-use website. Within hours, they're emailed a detailed roofing estimate with an interactive 3D model of their home and proposed roof.The 3D model lets customers visually experiment with their options. They can select different shingle colors, siding materials, and additional features like skylights. Once the customer is happy with the roof design and price, they can purchase the roof and schedule their installation online—all without talking to a person (unless they prefer to). It's fast, easy, and pressure-free for buyers."Customers aren't as hesitant to seek out quotes because it won't mean 10 people contacting them and then being on a call list," explains Andrew.Revolutionizing Lead GenerationBoth customers and contractors win as a result of the company's proprietary new software. The increased accessibility has also increased interest among homeowners and property managers, which has led to a surge in requests.The Prchal brothers say that during the first month of the program launch, Gunner Roofing received a double-digit jump in quote requests. Overall, they've seen a 50% increase in their lead volume. In fact, Andrew shared that two new customer quote requests came in through their website in the 20 minutes the brothers were on stage presenting their program to fellow GAF Master Elite® Contractors* at the 2023 GAF WealthBuilder Conference.Building a BusinessThe Prchals got into roofing to "push the industry forward as far as customer experience," Eddie says. The two brothers had been living in Arizona when their brother-in-law—who does solar installations on the East Coast—told them he couldn't count on his area roofing contractors to complete roofs before his solar installations. They saw the opportunity to help and "packed a U-Haul and moved with our Siberian Husky, Brooklyn, and just went for it," Eddie notes. Coming from Arizona, they weren't used to the snow, but now they "love the weather and the seasons and the people," Andrew shares.From day one, Eddie and Andrew say they were driven by their desire to improve the customer experience. Their passion for innovation got them to where they are today.Learning from LeadersReady to positively impact the roofing industry like the Prchal brothers? Eddie explains the realization of your dream idea lies in being persistent—the Gunner Estimator wasn't just some overnight idea. The two men developed the concept and worked on refining the program for 2.5 years before it officially launched. "We're not computer scientists," Andrew jokes. "The real factor was having the idea but then believing in it and taking action."Thanks to the Prchals' dream, interest in innovation, and dedication to customer service, their roofing business is now recognized as an award-winning industry leader. In addition to its latest designation, Gunner Roofing received the GAF Master Elite® President's Club Award in 2022. "At Gunner Roofing our online estimator is just another show of our commitment to the customer," the company's website explains. "We believe this allows us to deliver the easiest checkout process, the highest install standards, and the perfect customer experience from start to finish."Want recognition for your innovative business idea? Contact your local Territory Manager for information on submitting for next year's Cutting Edge Contractor award.*Contractors enrolled in GAF certification programs are not employees or agents of GAF, and GAF does not control or otherwise supervise these independent businesses. Contractors may receive benefits, such as loyalty rewards points and discounts on marketing tools from GAF for participating in the program and offering GAF enhanced warranties, which require the use of a minimum amount of GAF products. Your dealings with a Contractor, and any services they provide to you, are subject to the GAF Contractor Terms of Use.

Among the potential issues homeowners need to deal with in colder weather, few are quite as troublesome as ice dams. When winter arrives, the roof is a home's first line of defense against nature. Changing temperatures can force water to inconsistently melt and freeze once more, causing water leaks and icy blockages that may be responsible for causing damage to roof shingles, wood decking, gutters, and insulation down the line.What Are Ice Dams?An ice dam is a large chunk of ice that can form when snow sitting on a roof melts into water, which then flows down to the roof edge and refreezes along the eaves.They are commonly the result of poor insulation and improper attic ventilation: when warm air rises in the attic, it melts the snow on the roof surface above it. As the snowmelt flows towards the eaves, it can freeze along this area, since it's often colder. Clogged gutters also tend to lead to ice buildup. When the water isn't able to flow away, blocked by debris like leaves or dirt buildup in the gutters, the water that remains can freeze into ice.Proper roof maintenance, including cleaning the gutters and removing snow from the roof using a snow rake, can help homeowners stop ice dams from forming, but they are bound to occur as long as the primary cause remains. For bigger attics, consider products designed to help with attic ventilation, such as Master Flow® Power Attic Vent ERV4 or Master Flow® Power Attic Vent ERV6.Why It's Important to Prevent Ice DamsWhen blockages form, they stop any remaining water from flowing away. This pooled water has nowhere else to go and can eventually make its way inside. As the ice buildup prevents snowmelt from leaving the roof, the water may seep between the roof shingles—any loose or damaged shingles will let the water pass, which could deteriorate the materials underneath unless the home has a leak barrier such as GAF StormGuard® or WeatherWatch®.When water leaks through the roof and into the attic, this excessive moisture can cause mold growth, and brownish spots may appear near the ceiling or on an interior dry wall. Attic insulation can also get wet as a result, which reduces its efficiency and may require a complete insulation replacement. Since the accumulated ice can become heavy, the added weight also puts stress on the gutters and downspouts, damaging them and potentially requiring replacements or repairs.Apart from the damage they cause to different parts of the roof, these ice chunks are also a safety hazard. The large icicles can fall off at any moment, and if they're below a walking path, the dangers can be pretty high. Physically removing a large piece of ice isn't a straightforward or relatively safe process, which is why professionals are recommended for the job.Explaining Ice Dams to CustomersSpeak in plain English and be sure to explain both the cause of the ice dam as well as the different ways in which damage can occur. Avoid using any roofing lingo or terms that homeowners may not understand—or, if you need to pull out a specialized term, make sure to define it clearly. Carefully explain to customers that removing large pieces of ice on their own can be dangerous and cause harm to a roof if done improperly.Recommend that customers deal with ice dams as soon as possible to prevent further damage. Getting completely rid of them involves more than just physically removing the blockage; homeowners should understand they need to fix the main cause directly. Removing them without first addressing the root problem means that new dams can just as easily reappear.Educating customers on the dangers of ice dams and the importance of prevention can help homeowners ensure their home has solid support from floor to roof. Positioning yourself as an expert, not strictly a salesperson, is key.To learn more about how our products can help you solve your customers' ice dams problems, reach out to your local GAF Territory Manager.

Many homeowners don't know that the unsightly black or brown stains they see on their roofs may be due to blue-green algae. They tend to think that the roof stain is simply dirt or how shingles age and that there's little that can be done to prevent it. But when made aware of the problem, our survey* found that many homeowners would invest in products that help protect against it, which will help you expand your offerings.Interested in upselling your customers while providing them with a roof they'll genuinely love? Here are some talking points you can use to help them see the importance and benefit of algae-fighting technology.Addressing Algae MythsThe first step in educating your customers about algae is addressing commonly held myths about the cause of "roof stain." As a roofer, you know dark streaks aren't usually a result of dirt or mold but are the result of Gloeocapsa magma—the most prevalent type of blue-green algae to impact roofs.However, your customers may not be as knowledgeable on this topic. When planning a roofing project, talk to your customers and dispel commonly held misconceptions about blue-green algae. Below are some useful facts from the Asphalt Roofing Manufacturers Association that you can use to help raise awareness among homeowners:Blue-green algae grows on all roof types all over North AmericaBlue-green algae flourishes the most in warm, humid conditions (but can grow anywhere)Spores travel by wind or on animals and will commonly impact clusters of neighboring homesBlue-green algae most often grows on the north and west sides of a roofBy the time blue-green algae is visible, it has usually been present for several monthsOnce present on a roof, the black streaks will continue to grow and spread, downgrading curb appeal and potentially impacting home valueIt's important for customers to know that certain roofing products can reduce the risk of blue-green algae staining. As their contractor, you're instrumental in getting the right preventative algae-fighting products on their roof. Many customers aren't aware that the only other way to address blue-green algae stains is through roof cleaning.Roof cleaning probably sounds simple to most homeowners, but it's definitely not the ideal solution for algae roof stains. Be sure to let customers know that removing algae stains through cleaning can be difficult and that algae discoloration is likely to reoccur, according to the Asphalt Roofing Manufacturers Association.Always advise customers to follow the manufacturer's instructions for roof cleaning and make sure they know that pressure washing could damage the shingles. For safety reasons, roof cleanings are best done by professionals.Offering Algae ProtectionNow that you've let your customers know about the problems caused by blue-green algae and that products with algae-resistance technology exist, you can make them aware of what options are available to them.You've likely used traditional algae-resistant shingles. These shingles use granules that contain a layer of algae-fighting copper that is released onto the roof when it's wet. As the roof ages, those granules release less copper, reducing the shingle's algae resistance.Fortunately, technology is ever-advancing and new products offer more advanced copper delivery methods. For example, GAF's Time-Release Algae Fighting technology—available in a number of GAF shingles—uses specially engineered capsules infused with thousands of copper microsites that release copper efficiently over time for long-lasting algae-fighting power. It's algae resistance so powerful it allows GAF to offer 25- and 30-year warranties against blue-green algae discoloration:25-year StainGuard Plus™ Algae Protection Limited Warranty**—available on many GAF shingles including on the bestselling Timberline® HDZ Shingles and Designer shingles, as well as on ridge caps and visible starter strips.Timberline® ShinglesTimberline HDZ®Timberline® AS IITimberline® CSTimberline® UHDDesigner ShinglesGrand Canyon®Grand Sequoia® ArmorShield™Camelot® IISlateline®Woodland®Ridge Cap ShinglesSeal-A-Ridge® ArmorShield™TimberCrest™Ridglass®Timbertex®Z® RidgeStarter Strip ShinglesStarterMatch™30-year StainGuard Plus PRO™ Algae Protection Limited Warranty***—available only on Timberline® UHDZ™ Shingles with patent-pending Dual Shadow Line (which creates a sunset shadow effect for extra dimensionality). These shingles come with 10% more Time-Release Algae-Fighting Technology than GAF StainGuard Plus™- labeled shingles and are the only shingle that GAF currently offers with a 30-year warranty against blue-green algae discoloration.Adding shingles with breakthrough algae-resistance technology to your offerings can be a big win for you and your customers alike—broadening what you can sell while also helping to protect your customers' roofs from blue-green algae discoloration for years to come.*Based on a 2021 survey commissioned by GAF of 500 homeowners in areas with moderate to high amounts of blue-green algae.**25-year StainGuard Plus™ Algae Protection Limited Warranty against blue-green algae discoloration is available only on products sold in packages bearing the StainGuard Plus™ logo. ***30-year StainGuard Plus PRO™ Algae Protection Limited Warranty against blue-green algae discoloration is available only on products sold in packages bearing the StainGuard Plus PRO™ logo. See the GAF Shingle & Accessory Limited Warranty for complete coverage and restrictions.