How to Market DECRA Metal Roofing During Storm Season and Beyond

Demand for Metal Roofing is Growing

Demand for metal roofing is growing rapidly, making it the second most popular choice for residential roofing in the U.S. market. 

This surge is largely due to homeowners opting for more resilient building materials. Longevity is a key priority, and the aesthetic appeal of metal roofing also plays a role in its selection.

Weather-related factors are also driving this interest. According to research from Freedonia, highlighted by the Metal Roofing Alliance (MRA), there's a clear link between the rise in climate-related disasters and the increasing number of homeowners choosing metal for repairs and replacements. From 2015 to 2022, as extreme weather events like hurricanes, hail storms, and tornadoes became more frequent, demand for metal roofing grew. Its ability to withstand these conditions, along with heavy snow, ice, and even fire, makes it a preferred choice for protecting homes.

Environmental benefits are another key factor driving the growth of metal roofing. Metal roofs are 100% recyclable at the end of their lifespan. Additionally, solar panels can be easily installed directly over metal roofs, and since metal roofs last 40-80 years, their lifespan aligns perfectly with that of solar panels—offering a long-term solution compared to traditional roofing materials. 

Metal roofs are also among the most energy-efficient options available, helping to maximize a home's energy efficiency and reduce utility bills. In fact, a 2019 study by R&D Engineering tested the energy efficiency of DECRA Metal Roofing products against conventional 3-tab asphalt shingle roofs. The results? DECRA roofs increased energy efficiency by as much as 218%.

Do We Really Have “Storm Season” Anymore?

As a contractor, your goal is to match the right products to your clients' needs. In the past, storm season was a specific concern, but now extreme weather events are almost a year-round reality. Whether it's hurricanes, tornadoes, or nor’easters, these events can happen any time of year, depending on where you live and work. 

Some of the more severe weather patterns seen recently include:

• Storms hitting back-to-back
• Long calm periods followed by unusually intense storms
• Severe storms happening outside their usual seasons
• Weather events occurring in unexpected areas

Hurricane Helene is a prime example of this. A time of unexpected quiet in the Atlantic was followed by a storm so extreme that it pushed the boundaries of meteorological measurement. And the hurricane’s path went much further inland than predicted, destroying huge swaths of Central Appalachia and taking out power as far north as Ohio. 

In the last few years, we’ve witnessed ice storms in Texas, tornadoes on Cape Cod, drought-fueled wildfires in tropical Hawaii, and a summer hurricane in California. Now, experts are concerned that after Helene, a still-warm Atlantic could spawn storms well past the usual end of hurricane season in November and into December. 

Additionally, a La Niña pattern in late 2024/early 2025 could create more rain than normal for the Pacific Northwest. A rapidly warming New England is experiencing more severe weather events. And the Midwest and the Rockies are bracing for the usual winter storms, on the heels of their own share of tornadoes and off-season snowstorms. 

Knowing this, homeowners are in need of durable roofing solutions that can protect them throughout all seasons.

The Top Selling Points for Stone-Coated Metal Roofing

With demand for metal roofing fueled by its durability and longevity, homeowners are increasingly turning to this option. But to effectively communicate its value, contractors need to highlight the key selling points that set DECRA Metal Roofing apart. By emphasizing these benefits, you can position yourself as a trusted resource and help homeowners make informed decisions.

DECRA has the highest possible hail impact rating.

Roofing materials are rated by Underwriters Laboratories based on their resistance to the impact of steel balls dropped from various heights. Ratings range from Class 1 to Class 4, the highest impact resistance. To achieve a Class 4 rating, a roofing material cannot show any signs of fracture when the equivalent of a 2-inch hailstone is dropped from 20 feet or higher. 

DECRA roofing products not only meet the UL 2218 Class 4 Impact Resistance Rating, they exceed them. Our products are warranted against hail up to 2.5 inches in diameter. And we conduct our own testing to check for qualities like material thickness, coating quality, humidity resistance, and more.

DECRA products are warrantied for winds up to 120 mph and lab tested at twice that velocity.

As a contractor, you’ve probably seen the damage that storms can wreak on asphalt shingles. Shingles are prone to cupping, warping, delaminating, and loosening around the fasteners. This increases the risk for wind uplift, when air pressure below the roofing system is greater than the air pressure above. The result? Entire layers of the roof can lift off, leaving the home vulnerable beneath. Clay tiles and wood shakes are also prone to this phenomenon.

DECRA, on the other hand, uses a unique interlocking system that helps keep its materials firmly in place. Plus, all of our products have been tested in compliance with the High-Velocity Hurricane Zone of the Florida Building Code. Roofing products approved for these zones are beneficial to homeowners in regions that experience high winds, particularly those along the coasts. Homeowners can trust that our products offer long-lasting protection. Every product comes with a standard Lifetime Limited Warranty for winds up to 120 mph.

Metal roofs last two to three times longer than traditional roofing materials.

Installing a new roof is a serious financial investment. Therefore, homeowners want to see their new roof last for decades. As mentioned above, metal has a lifespan that is two to three times longer than traditional roofing materials, like asphalt, clay, and wood.

Other key selling points? Insurance companies favor roofs that offer superior impact resistance. In fact, Progressive states on its website that your homeowners insurance may cost less if you have a newer roof made of more durable materials, such as metal. Homeowners can even qualify for discounts in many states for installing a metal roof. 

Join DECRA’s Contractor Network to Offer Homeowners the Best in Year-Round Protection

With storm season potentially extending throughout the year, now is the perfect time to join DECRA’s Contractor Network. Feel free to contact a DECRA Metal Roofing advisor with any questions you may have–we’re here to help you get started and secure more projects!

Additionally, our Knowledge Base offers valuable resources, including: 

• Installation guides
• Rebates
• Estimating sheets
• Marketing materials
• Product information