After consecutive years of record-breaking storm seasons and increasing public sentiment for longer-lasting homes and buildings, roofing contractors may have something shiny and not-so-new at their disposal to grow — metal roofing.
While on predominantly commercial roofing jobsites for decades, there’s signs of rapid growth in the metal roofing marketplace overall, stemmed by increased acceptance from consumers and technological advancements that are having an impact on long-term performance.
The Metal Roofing Alliance (MRA) recently released market research from two independent research sources — FMI and Freedonia — indicating the share for residential metal roofing in the United States continues to grow. The MRA says metal now covers roughly 18% of the total residential roofing market. That same value was estimated at 14% in 2017, before a series of major severe-weather events ranging from monumental hurricanes to wildfires impacted the marketplace. It was also before COVID-19, when lockdowns and government subsidies turned people’s attention to home renovations or capital improvements.
The optimism also bears out in what RC learned from the annual survey of roofing contractors that is the basis of the 2024 State of the Industry report. According to the survey, more than half of the residential roofing contractors who responded already offer metal, and 62% of contractors overall expect metal roofing sales to rise this year. Architectural standing seam was the most popular offering (26%) of residential contractors, followed by roof edge and gutter systems.
Aside from its surprising versatility, metal provides customers with both sustainable and durable roofing options.
Photo: Hammes Block Office Building - F.J.A Christiansen Roofing, a Tecta America Company
While popular, metal roofing only consists of about 11% of revenue, on average, for those contractors offering it. That means a lot of room for growth, especially when homeowner demand comes into focus.
Roofing Contractor’s inaugural homeowner survey results released earlier this year showed one-quarter of homeowners said they’ve considered switching to metal roofs, and about 12% said they’ve considered composite shingles.
The MRA has dubbed one of the latest emerging exterior trends as “Master Mixologists.” It describes how homeowners are mixing and matching not only different exterior colors, but a variety of material types and options, and using them in atypical ways to create customized curb appeal.
That includes emphasizing unique roof planes, angles and details by mixing different roofing material patterns and shades of color, effectively serving to spotlight interesting architectural details or help a boring roof stand out.
It appears to be working out. Some roofing contractors in the metal market said they ended 2023 with record revenue and didn’t find it all that hard to repeat this by effectively navigating economic conditions and staying focused on achieving strategic goals.
Greenwood Industries working on a university hockey arena in Connecticut.
Photo: Greenwood Industries.
“Our financial performance demonstrated significant strength, characterized by a remarkable 40% increase in growth,” said Bobby McKinnis, vice president of sales for McKinnis Roofing & Sheet Metal, of Blair, Neb. “We anticipate maintaining our budget projections at the same level (for the entire year).”
Another factor not to be overlooked in this current surge is that manufacturers are realizing the opportunity by addressing some of the concerns contractors hear when it comes to metal roofing’s aesthetics.
“Homeowners are just starting to explore how to combine these different elements in ways that take personalized curb appeal to the next level,” said MRA Executive Director Renee Ramey.
Roofing contractors already in the metal segment or joining can position themselves for greater profits, but also propel the industry forward with sustainable solutions. Groups like the MRA and Metal Construction Alliance (MCA) are responding by focusing on what their members are hearing from customers — a desire for more resiliency and energy efficiency.
“It’s a top priority,” said MCA Chairman Brian Partyka in this annual report. “Our members lead the charge by providing products and solutions optimized for hurricane wind requirements, fire assemblies and hail impact ratings.”
Check out the links below to discover: the state of metal roofing from Karan Patel, metal product manager with Holcim Solutions and Products; view the latest products from manufacturers; learn about the importance of insulating metal; and how solar and metal work well together.
