Qualified Remodeler helps independent remodeling firms to survive, become more professional and more profitable by providing must-have business information, namely best business practices, new product information and timely design ideas.
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Select ShingleMaster. Participation in those programs, along with other benefits, includes the ability to offer three- and four-star coverage extended warranties as a Shingle Master and five-star coverage as a Select Shingle Master. Atlas Roofing also sees value in offering in-person programming, whether attendees currently use its products or not. "We have an extensive go-to market program that is almost a one-on-one program where we have roadshows around the country to reach out to contractors in both areas where we have strength and areas where we need development. Our sales force communicates that out through our distribu- tors and personally invites individuals," says Diane Peoples, marketing communications manager at Atlas Roofing. "e more we get out to contractors and tell them our story, the more inclined they will be to try our product. We really feel like that personal touch is very, very important for our business, and one of the reasons [contractors] are loyal to us is because of our level of personal responsiveness." In addition to the road shows, Atlas Roofing offers its AtlasPRO contractor program, which is three tiers. Casseri says the company includes develop for contractors—warranty enhance- ments and things—are really driven by the field. For 30-plus years, we've been talking to contractors and remodelers throughout North America about anything and every- thing," Loughery says. "We have a whole catalog, called e Business Resources catalog, and it's everything from selling tools and jobsite signs to lead generation programs to understanding warranties, truck decals and financing options for homeowners. [ere are] two things homeowners worry about: Can I trust the contractor, and how am I going to pay for this? So we help them with the trust piece with credentials, professionalism, tips on how to run your business so [remodelers] can make the best possible impression when with a homeowner." Additionally, CertainTeed offers individu- al certifications—Shingle Quality Specialist and Master Shingle Applicator—that provide knowledge on how shingles are made and the proper installation, respectively. Loughery notes that contractors sought another option for differentiation, and credentials for whole companies were born: ShingleMaster and says Mike Loughery, manager of contractor communications for CertainTeed Roofing. "We're finding that remodelers and contrac- tors are taking the Landmark—the laminated dimensional architectural shingle—as their base lines now in a good, better, best scenario, and they're moving all the way up to these higher-end products." To that end, CertainTeed's latest intro- duction is the Arcadia shingle, which is a heavy-weight wood shake replicate. Beyond the aesthetics of the product—available in the Pacific Northwest and Southwest—Arcadia is a bigger shingle than usual, so it should take less time to install. Loughery notes its size, along with how the shingle handles, came as a result of contractor feedback. NAILING DOWN Manufacturers emphasize the primary goal of helping remodelers with their businesses on several fronts. In the case of CertainTeed, Loughery indicates the company offers its pro- grams to provide confidence that the brand will support and help contractors. "A lot of our product development, the programs we CERTAINTEED takes inspiration from the appearance of split wood shake with its Arcadia Shake, which is available in the Pacific Northwest and Southwest. The three colors are Black Walnut (above), Shadow Gray (right top) and Shenandoah (right bottom). Circle 8 on inquiry card 54 May 2017 QR QualifiedRemodeler.com PRODUCT TRENDS: Asphalt Roofing