By Colin Sheehan, RCS Reporter.

Learn from a global leader in the roofing industry about marketing strategies, business building tools and more!

From video marketing strategies to the importance of employee retention, IKO's featured podcasts on RoofersCoffeeShop continue to be must-listens for contractors interested in upping the performance of their businesses.

The IKO podcast playlist includes:

1. Roofing Systems that are Challenging the Weather

Sit down with Jack Gottesman of IKO and Mark Zehnal of IBHS as they discuss the Insurance Institute for Business and Home Safety’s (IBHS) FORTIFIED Home™ program that is improving property resilience to natural disasters on a local, regional and national level. Learn how FORTIFIED and IKO are working to together to create some of the strongest roofing systems to date that challenge extreme weather.

2. Video Marketing and Selling Performance

Jack Gottesman visits Heidi J. Ellsworth and the Coffee Shop again for this informational podcast about video marketing and selling. Jack is the marketing services manager for IKO and teaches contractors how to continue selling with video during this time of social distancing. Jack also shares his process for selecting products that fit with the customer’s region and finding the perfect color that will make any homeowner happy.

3. IKO ROOFPRO®

All professional roofing contractors recognize that adopting innovative business building tools are necessary for prolonged success. Nicole Gray, Loyalty Program Manager at IKO, talks about the popular IKO ROOFPRO® program and what it offers to contractors. With this program, contractors can grow their business’ sales, increase profitability and gain extra support by joining the ROOFPRO® program.

4. IKO Integrity: Yesterday, Today and Tomorrow

After 23 years in the industry, Carol Perkins of IKO joins Heidi to reflect on her career and share some of the knowledge she has gained over the years. On this Roofing Road Trips podcast, Carol looks back at how she got her start in the roofing industry after receiving a recommendation for it from a favorite professor. Carol is now a mentor for her employees and believes strongly that employee retention is key to a business’ success. Learn how she has been able to build integrity within her team and how she kept them around from the long-term.

Gain more valuable information from these IKO representatives and listen to the IKO podcasts today!

Learn more about IKO in their RoofersCoffeeShop® Directory or visit www.iko.com.

By Colin Sheehan, RCS Reporter.

Why a FORTIFIED certification can make you more appealing to potential customers.

On this installment of Roofing Road Trips, Heidi J. Ellsworth chats with Fred Malik, the managing director for FORTIFIED programs at IBHS. Malik oversees the day-to-day operations of the FORTIFIED suite of programs, as well as the FORTIFIED Wise™ - Roofing Contractor program which helps roofing contractors meet FORTIFIED standards.

Fred started with FORTIFIED 11 years ago, however he began his career in the industry as a builder in the Mid-Atlantic states. He remembers Hurricane Andrew, the Category 5 Atlantic hurricane that struck the Bahamas, Florida and Louisiana in 1992, as one of many instances that drove him to work for IBHS and FORTIFIED.

“That was my first real experience with severe weather and hurricanes, and as a builder, I had to ask myself, well, geez, ‘Am I doing all the right stuff?’," said Fred. Fast forward to 2005 where three major hurricanes hit Florida, now Fred’s home, in one season. “That was an eye-opening experience,” said Fred, “just seeing the different ways that severe weather could attack houses. That really got me interested [with IBHS]. Then an opportunity came around to help grow the FORTIFIED program.”

Fred’s personal experiences with hurricanes sparked a passion to improve how roofing systems performed in cases of severe weather. He’s since worked for the FORTIFIED, a program which seeks to improve property resilience to natural disasters.

“IBHS [is] similar to IIHS. They crash test cars. We literally crash test houses. We have a world-class unique research center in South Carolina, where we have a massive wind tunnel, 105 fans. We can create category three winds, realistic hail, wildfires and generate as much as eight inches of wind-driven rain per hour. That really gives us a unique capability to understand how houses and the systems that make up a house perform and where are their vulnerabilities.”

Founded back in 1978, IBHS continues to be a leading nonprofit research organization that now offers a FORTIFIED contractor certification. As people who build and repair roofs – a vital and protective layer of a home – obtaining this certification is another way contractors can earn customer trust. It shows that the contractor understands the importance of a well-made roofing system.

“One of the things I like about working in FORTIFIED and with IBHS is that we're a voluntary standard,” said Fred, “I don't have to sell our product to anybody. I can make the information that we have available to people so that they can use it with their customers. They can provide excellent customer service. They can become experts in this space. They can deliver higher value. That's what I get the luxury of being able to do through FORTIFIED. I really hope that that comes across to folks that this is something that you can use in your business to make yourself more appealing to potential customers and to set yourself apart from folks that are just putting on standard roofs.”

Listen to the entire podcast or read the transcription for more on the FORTIFIED program and how to become a certified roofer.

Editor's note: The following is the transcript of an interview with Jack Gottesman of IKO and Mark Zehnal of IBHS. You can read the interview below or listen to the podcast here.

Heidi Ellsworth: Hello and welcome to another Roofing Road Trips. This is Heidi Ellsworth, an RCS partner, and I am here today and we're going to be talking about some very cool stuff with two of my favorite people out there in the roofing industry right now. I have to tell you, I am so happy to introduce Jack Gottesman and Mark Zehnal to the show. Welcome gentlemen.

Jack Gottesman: Thanks Heidi.

Mark Zehnal: Glad to be here.

Jack Gottesman: It's great to be road tripping again.

Heidi Ellsworth: I know here. We are again, Jack. I told you we'd get you back here and I have to tell you, I've worked with Mark for several years in Florida and different things. So, this is just like a little old homecoming this today, on the show.

Jack Gottesman: I love it. I love it. And then yeah with Mark on the East coast, then you and I on the West coast, this is a RoofersCoffeeShop, right from sea to shining sea.

Heidi Ellsworth: That's it. That's right. And we like that. [inaudible 00:01:09] and Canada. So, we're making sure we're getting in front of everybody. Well, Jack, I'm going to let you introduce yourself and your company, which I love so much. And just tell our audience a little bit about what's going on. What's happening with you again?

Jack Gottesman: Absolutely. So my name is Jack, like you mentioned before. I work for IKO and IKO is a manufacturer of building materials. And my specific focus within the company is on a residential roofing line and within the US. And it's a particularly exciting time to be a part of IKO because we are getting ready to celebrate our 70th year of business here in North America. So it's a nice milestone. Milestones like that just make you feel good.

Heidi Ellsworth: Yeah. Seventy years. That's a huge accomplishment and such an amazing company.

Jack Gottesman: Yes, it really is. It's a privilege. I'm very proud to work for the organization. We started in Canada. That's where our roots are, like you mentioned Canada before, but have since expanded on a mission to conquer the world. So here we go.

Heidi Ellsworth: Right. Well, I have to tell you, I've worked with a lot of awesome people, including Carol Perkins and a lot of amazing folks at IKO. So, we're just so happy to have you all part of the coffee shop. It really is a delight for us. So, thank you for being here today.

Jack Gottesman: Of course, it's my privilege.

Heidi Ellsworth: And Mark, I would love for you to introduce yourself and what are you doing now? Like I mentioned earlier, we've worked at a couple of different places or at least I have, I know I've worked in a lot of places, but tell us what you're doing now.

Mark Zehnal: My name's Mark Zainal. I work for IBHS, which is the Insurance Institute for Business and Home Safety. And I am the senior roofing specialist there. And I work primarily with the FORTIFIED program, but I do help out with some of the research projects and helping with anything really that has to do with roofing. So, I think we'll talk a little bit about FORTIFIED program a little later, but that's pretty much what I'm doing, what I've always been doing since 1980. It's been a while.

Heidi Ellsworth: I was lucky enough, as you know, way back in my career I worked for Malarkey and I visited IBHS, to really see the wind tunnel ,to see the roofs, to see the houses and to really understand what the effects of weather do on the shingles, it was a humbling moment to watch that. And so when Jack came out and said, "Hey, we're just doing some amazing things with FORTIFIED, we want to talk about it." I was like, "Oh yeah, that is great. And everyone's going to want to hear about what's going on." So, for for the folks out there who are not familiar with IBHS, or the FORTIFIED program, Mark, why don't you start us off and just tell us a little bit what they're doing and especially around really this creating resilience.

Mark Zehnal: I appreciate the opportunity to do this. the FORTIFIED program has been around a while and I started with IBHS just about four years ago. It was September in 2016 that I came over and joined them and got involved in the FORTIFIED program. And I'll tell you, Heidi, if I was a contractor at the time, I would have been all over this. It just makes so much sense to me. And as I was doing trainings for the roofers for FORTIFIED, I'd have people come up to me and say, "This makes so much sense." And the funny thing about it is it's really basic stuff. And a lot of people are doing some of the things already. They just don't even know it. But IBHS is a unique facility. As you know, it's one of a kind, and it's six stories, on the building that has the fans, it's six stories on the inside. And we can put several buildings in there at a time, but we actually test the entire building itself. So, we look at the entire system, not just bits and pieces here and there. We see how it all works together, which is really cool because it is a system, it's an assembly, it's not just one piece. And I think Jackson will talk about some of that cool stuff later on with IKO, but for us, we test individual pieces like underlayment, flashing, shingles, we test tile, metal, we test a lot of different things, but then we test them as assemblies and see where the vulnerabilities are. And that's where all the FORTIFIED information comes from. We take that information, find where those vulnerabilities are and find solutions to them. And in finding those solutions, we incorporate them into the FORTIFIED program to get the best results that people can actually get. So. That's really where we come from. We've got some really cool people that work up there, the scientists that I get to work with. And it's just a great place to be. And it's funny, because my mom asked me, "Do you like where you're working at?" I said, "Mom, I get to blow stuff up. I get to blow stuff up." So, it is the thrill [inaudible 00:06:31]. I really appreciate the opportunity to be there and to be part of this cutting edge that's going on.

Heidi Ellsworth: I love that because I felt the same way when I was there. I was just like, "Wow." People out there are wondering, they have these huge houses and they build full houses, full roofing systems, full everything. How many miles per hour is the winds that come across those houses?

Mark Zehnal: They can go 130, 135 miles an hour. There's 105, six foot fans there. And they create this huge wall of wind, but they can also make turbulence. We can also include rain into it, eight inches of rain per hour. So, it really recreates an entire hurricane. And we recently had some testing that we had done and what they can take is the information that they get in advance from some hurricanes, how they put all these little instruments out in front of hurricanes, they collect that information. We can put it into the computers and actually simulate what was happening at that particular place. And our scientist has done that. It's really neat to watch that.

Heidi Ellsworth: That is cool. So Jack, I think the thing that's so amazing is when a manufacturer like IKO really says, "We know how great our products are. We believe in our systems, let's partner with folks like IBHS and FORTIFIED to really promote this and move the industry forward." So, tell us about your involvement and how this all got started and where you're at right now because I'm really inspired by it.

Jack Gottesman: Of course. Yeah. Thank you. And I will say that IKO has been working closely with IBHS for a long time, but we've really ramped things up. Mark, what would you say? Over the last year, 18 months, we've started really working closer together. And the reason is... I'll put it like this, we were doing a PR project with our friends at Apple Roofing in the Midwest recently. And one of them just said something that I love. They said that the roof is very important obviously, but it's what's underneath the roof that matters most. And I think that he nailed it. And when you have organizations like IBHS that are doing all this testing right there on the forefront, they are there. We want to make sure that we're partnering with them in order to make sure that people have the best roofing systems available.

Heidi Ellsworth: That's excellent because I think that you know what you're manufacturing, but when you bring all the parts together and you really can test it with a group, like IBHS, that's really what matters. And then people have that. We all need third-party verification. Right?

Jack Gottesman: Certainly. And then the idea is that hopefully people who live under the people, the human beings, who live underneath that roof, won't even need to think about it.

Heidi Ellsworth: Right. That's what we want, especially right now in the atmosphere that we have, the home is just more important than ever. And we want to know that we're being protected. So, when we're looking at that, Mark, can you share how FORTIFIED is working with the IKO? We know they're taking their products their, their whole systems getting them tested. What are you doing in return with these companies to really help promote this resiliency?

Mark Zehnal: So, part of what we do is, Heidi, is we try to get people trained in the pathway that FORTIFIED takes, because it is a little bit different, you said that third party verification. In most places in the United States, most of the roofing contractors I talked to, there aren't any inspections from the municipalities. Outside of Florida, it's scarce although there are some places that actually do it, but for every ,FORTIFIED roof that goes on, there's a third-party verification that's included. So the homeowner is getting somebody looking over the shoulder of the contractor. The contractor is getting somebody looking over their shoulder, which is a good thing for them, as far as I'm concerned, as a roofer. And also the manufacturers are having somebody watch what's going on, that information is documented through pictures and some other type of written documentation it's sent to our offices where we take it in and we verify that. And if it's not done right, we tell them and they have to fix it and then it comes back to us. And one of the things I really like, being involved with the manufacturers, is that I can call the technical people over at IKO. And if a contractor is having issue or something or a homeowner, and I can call them and like that we're able to deal with the problem immediately. We don't have to go around in circles. And then, usually we find that the contractors may be not doing something right. That's generally the problem. There's an issue with the contractor. I've been doing this for 30 years this way and one of those types of things. And a lot of those things are actually good, but in our trainings, we try to help them see the value of the manufacturer's installation instructions. They're the ones that have tested their products, whether it's for the physical properties or whether it's for wind resistance, there are certain things that they have to do. And those are the requirements that we look for and they're the experts in their materials. So that's why we like to partner with people like IKO.

Heidi Ellsworth: That's excellent. And Jack, one of the things I've been seeing, going on with that topic of products, is I've been seeing your press releases come out that are talking about these very cool accessories and how they work to create this whole system. So, I saw Gold Seal and Edge Seal. Talk to us about that system, or approach that you guys are doing.

Jack Gottesman: That's a great question. And I want to even take what Mark said and take it even a step further, which is that one of the things that we really like to focus on is innovation. Okay? We listen to what our customers are saying, what the homeowners are saying, what the contractors are saying, what it is that they want. And we try to deliver and think forward. When we're innovating, when we are getting ready to release new products, like Edge Seal, and Gold Seal like you mentioned a moment ago, the feedback from organization groups like IBHS is vital. That was actually the first time Mark and I met, was earlier this year when we installed. We went to a job site together, we brought our new products and we installed them onsite on a house. We had gone through our rigorous testing system and they were ready to go. And we wanted to make sure that we had feedback from IBHS themselves and to show them what it is that we innovated. And we take those accessory products, pair them with our performance shingles, and together we have what we call our performance application system. And that's something that we've been working closely with IBHS on, over the past year. We debuted the performance application system at the IRE conference earlier this year in Texas. And it is essentially a system of performance, shingles, and accessories that was built to go in concert with the strict FORTIFIED methods. So, we broke it down into four steps. And when homeowners installed this system, it gives them an increased chance of resiliency and hopefully their roof will stand up against the elements.

Heidi Ellsworth: I like it. And I'm going to throw in some thoughts on that too, it's just the importance of that edge. And I think I remember seeing these wind tests and everything and how important it is that you aren't just thinking shingles, but you're thinking about how you're fortifying the whole roof. So as you put that system together, Mark, what are you seeing with that? The systems that are out there, that are really standing out.

Mark Zehnal: Well, one of the things that's interesting is that the FORTIFIED program doesn't always align itself with the code. And one of the main issues we've had in the past is that at the at the edge, the very bottom leading edge, of the roof, the eave, we require that the underlayment is underneath that edge metal. We want the underlayment to be secured. So, that edge metal actually is nailed on top. Where in the code, it generally says to put that on top. And now you don't have a connecting point for the shingles at the metal. And like you were saying earlier, the wind, it's at its worst, where it does the worst damages, right at the edge, at the corners and at the perimeters. So we look at things from a different perspective when it comes to that. And I think that's one of the things about what Jack was talking about with their products, as it helps reinforce that edge, it makes that connection stronger plus they have another piece they add in to help create more of a solid separation from the roof. Because like he said earlier, I said it in a different way, what we call it is protecting what is priceless. Somethings, you cannot replace with money or anything else. So as you know, they have edge seal, which goes around it and it covers up that little opening that's between the fascia and the sheathing.

Jack Gottesman: So that seal is a starter strip. And that's at the place at the even the rake and the Gold Seam is sealing tape or flashing tape that is put in the field, in between the roof panels and in that nice little spot that's... How big would you say that spot is Mr. Zainal? In between the roof deck and the fascia where it's big and definitely big enough for water or insects or rodents, or insert nasty thing here, to find its way into your attic.

Mark Zehnal: It's funny in construction. Those are the little features that seem to get missed when they're building homes. That little gap there that's created in different ways. But like Jack was saying, that tape actually is used on the deck because we have what's called a sealed roof deck. So, that needs to be included in the program, but they have an entire package basically, IKO does, that covers the FORTIFIED program.

Heidi Ellsworth: So it makes it easy. As easy as it can be, but it makes it easy for contractors because you really know you have this whole program, you have it all spelled out Jack, they understand how to do it. So, how do roofing contractors... And I'm going to go back to you, Mark. How do roofing contractors get involved with the FORTIFIED program?

Mark Zehnal: That's a great question. So, one way is through your manufacturers like IKO, they have been a partner with us and they've actually helped organize training sessions where we can actually go out in the field and see people face to face and have good meetings. But now we have an LMS, a learning management system, where contractors can go online and they can actually take the program online at their own pace instead of being put in a room for three or four hours, they can do it on their own pace. And it costs a $100 to do the program. And if you want to get FORTIFIED certified, there's an exam you can take for an additional $50. So it's not to make you a roofing contractor. This is a program that's really designed for people who are contractors, who want to take the step into the FORTIFIED program. You'll learn a lot about the documentation and all the things that are required to actually be successful in our program, because you don't want to put a roof on that you're going to charge extra money for because there's some additional steps. And then at the end, not be able to get a designation for your homeowner. They're not going to be happy with you as a contract. They're not going to be happy with us, and they're not going to be happy with the manufacturers or anybody else. So, we want you to be successful. So, we would prefer people go through our training program and go through the steps to find out how to be successful.

Jack Gottesman: When you see these hurricanes, these extreme weather scenarios that go through, especially in the Southeast where IBHS finds their headquarters, you'd start comparing, and they have some great videos on their website, you start comparing the homes that were built using the FORTIFIED system versus the ones that weren't. When they have that sweeping shots of... That aerial shot of the neighborhood, it's easy to pick those homes out. So when we were putting this system together, right, we basically broke it down into four steps, which is what we mentioned before. So, number one is fasten the roof deck, then you seal the roof using the gold seam tape, then you secure the edges using the tape at the even fascia joints, as well as the eaves and the rakes. And then you install performance shingles, which IKO has in our Dynasty and Nordic lines, that's reinforced with the wide nailing armor zone and the reinforced woven band at the back. So, the idea is that based on the research and success that IBHS FORTIFIED has seen with their system, we want to be able to give contractors an opportunity to build homes using almost exclusively IKO products.

Heidi Ellsworth: Yes, I love it.

Jack Gottesman: We don't make the nails but everything else.

Heidi Ellsworth: Everything else. So, Jack keep going on that, because one of the things I'm thinking of as I'm listening to both of you is for a homeowner, obviously you want the best roof. You want something that's going to protect your home. But I also understand through insurance savings and through other benefits with the FORTIFIED product, it helps homeowners insurance. Is that right?

Mark Zehnal: So, yes, in certain areas, there are actually insurance discounts that people get and there's a couple of places where they can actually be helped through grant programs like in North Carolina and Alabama, that people apply for grants and they can actually get money if they get a designation. That's why it's so important to know the process. And one of the things that I always mention to contractors is, "Hey, if you have a manufacturer you work with, for instance, like ICO, they more than likely have all the products you need. They may not have the e-drip or the nails, but they probably have everything else you need to be able to qualify for the FORTIFIED program. And that way, you know exactly what's going down, the homeowner knows what they're getting and the evaluator can capture that information. And there's a single source instead of taking this from there and something from over there, you have a single source." And which I believe, as a former contractor in, is that I want to take something that I know that works and use it over and over and over again.

Heidi Ellsworth: And Jack, you're seeing the same thing with your contractors, right? When we talk about the IKO roof pros, what are they saying? And how are they using this?

Jack Gottesman: Absolutely, when someone can get a discount on their homeowners insurance, that's a huge win, right? Everybody likes saving money, but even if you don't qualify for that, for whatever reason, if your state doesn't do that, or you just live in the wrong area or you don't have a contractor who's enrolled in that program. We still strongly believe that taking these precautions and just really looking at the reality, looking at the statistics about high winds and looking about, and looking at the trends in terms of inclement weather, we find that even independent of that, and I don't want to mitigate the importance and value of saving money, but even independently of that, we find that people are attracted to these types of programs on their merits and that when people are more than willing and more than happy to go the extra steps because it's going to make them feel safe.

Heidi Ellsworth: Jack, last time in our last podcast, we talked a lot about marketing and how contractors should be marketing during this time of COVID and with the remote and everything else that's going on. In my mind, this program, FORTIFIED program, is the perfect tool for contractors to really be hitting what's most important to homeowners right now. What are you seeing marketing wise? Or what would you recommend to contractors? How should they use this?

Jack Gottesman: Yeah. The idea is that if they're doing this right, people should use the fact that they are using performance, shingles and accessories to distinguish and differentiate themselves from their competitors. Right. There are a lot of roofing contractors out there and everybody who's going door knocking as a roofing contractor has someone else potentially, who's going to be knocking a few minutes later. So, you want to stand out. And the way to stand out is by offering a system saying look, I'm not just here. The last time that we spoke, we spoke about how so many people think that you have the roof deck and then the shingles, and then nothing in that sandwich. Guys like me and Mark, we like a lot of meat in our sandwich. Right. Throw on the layers. So, that's what this is all about.

Heidi Ellsworth: Yeah. I like that. I like that. Picking a brand, that's going to stand behind you as a contractor and really be there. That is really what IKO has been built all around. And this FORTIFIED program just seems to fit right into that.

Jack Gottesman: Yeah. Yes, it really does. That's why, in addition to the performance shingles, those accessories underneath, just as an extra level of precaution and protection to keep yourself and your loved ones and your valuables safe, it's a great partnership. We love working with them.

Heidi Ellsworth: That is so great. So, Jack, how can contractors, one, get involved with IKO and their ROOFPRO program? And then through that, how are getting people involved with FORTIFIED also?

Jack Gottesman: For sure. So, to get involved with ROOFPRO, which is our loyalty program, I recommend that people do a quick Google search for an IKO ROOFPRO, it's really easy and you'll find ways to enroll. And there are a ton of benefits involved with being a part of our ROOFPRO program. And if you want to learn more about them, I recommend that after you listen to this podcast, you go on and listen to my colleague, Nicole Gray, who we took a wonderful roofing road trip with Heidi earlier this year. And she talked about it and she talked about all the many benefits of ROOFPRO, but one of those benefits is the continued education. And that's something that we really think is important, not just to educate people about IKO and the products that we offer, which are excellent, but to take it a step further and to talk about the roofing industry in general, trends that we as the manufacturers are seeing, because a lot of times a roofing contractor will really understand their market, but you go two or three markets or two or three states over and things could be different. So, by being a part of the ROOFPRO community, that's something that we can help people understand more national trends or international trends and get some cool swag, maybe along the way.

Heidi Ellsworth: Yeah. Some good stuff. And be involved with programs like FORTIFIED and what's happening over there. So, Mark, how do contractors get involved with the FORTIFIED? Where do they go? What should they do next?

Mark Zehnal: So, you can go to check out our website at fortifiedhome.org and you'll see all the available information there. If you want to get trained, you can go to fortifiedys.com and that will take you to the available trainings. And we have two different standards that we use. We use what we call Hurricane and then High Wind and Hail. So, obviously the hurricane is the coastal parts. And that's what we've primarily been talking about here. So, this is for people all over the United States, not just the places where they can get the discounts and to the point of being able to market for contractors. If you actually take the training and pass the exam and get certified, you have access then to marketing material with FORTIFIED licensing that you'll have to do with us. I don't know if you've seen them, but they're actually yard signs. You can do signs on your vehicles. You can actually put on your contracts and things like that. So, we're happy to help the contractors do that, to help them to be successful. So, there are good advantages to being a FORTIFIED contractor.

Heidi Ellsworth: I also want to say that due to our partnerships with FORTIFIED and IBHS, and of course are very excited about working with IKO. All of this is on Roofer's Coffee Shop too. So, you can go to the directories, you can find it on the ads, you can find it all over the place because we really want this kind of information to be out to the contractors. We want them to be able to look at it, to be able to be involved with quality manufacturers, contractors, testing, and all of these types of installations that are out there. So gentlemen, thank you. Jack, any last words? Any other thoughts?

Jack Gottesman: Last thoughts? Yes. Thank you, Heidi. I think my last thoughts are first of all, to thank you for having me back onto the podcast and to say that really when it comes down to it, knowledge is power. The more that people know, the more that people are informed, the better prepared that they're going to be in order to have that conversation with their contractor and get the best possible roofing system on their house. Which is why at the IRE, Mark and I did seven wonderful presentations together, showing people the system and how to put on this type of roof using IKO products. And I hope that people will take the time to learn and to educate themselves because the bad weather is probably coming to a neighborhood near you. So, you're going to want to make sure that you're asking these questions now and not waiting until the storm.

Heidi Ellsworth: That is so true. The weather is just crazy. And I have to tell you, Jack, again, I need to have you back on this podcast because they're always so great. And tell you what, I love this knowledge, this advice, the things that are really helping contractors with their business, especially during this time, you have to differentiate. You have to really take care of the customer more than ever. And so this has been great. Mark, thank you so much for being here today and Jack. Oh, sorry. And Jack as always, thank you. Thank you. Thank you. I hope you guys all have a nice day and everyone who listened today, thank you so much for tuning into these podcasts. You can find us on all podcast channels. As we said, we're under the read list and watch section of the Roofer's Coffee Shop. You can find Jack's podcast. You can find other podcasts from FORTIFIED. You can find Nicole and Carol. There's just so many cool podcasts, so be sure to go and check them out and join us on our next Roofing Road Trips. Thank you and have a great day.

By Lauren White, RCS Reporter.

Become FORTIFIED certified and ensure homes and buildings are built to withstand all that Mother Nature throws at them.

On a 90-acre parcel of land in South Carolina is a state-of-the-art research facility complete with 105 fans that simulate wind speeds up to 130 mph and a “roof farm” that tests roofing materials against natural aging.  This facility, the Insurance Institute for Business and Home Safety (IBHS) Research Center, is the only lab in the world that is capable of repeatedly testing one- and two-story residential and commercial buildings in a controlled environment for realistic windstorms, wind-driven rain, hailstorms and wildfire ember storms.

IBHS recreates realistic hazards caused by severe weather and performs tests on residential and commercial construction materials to study their resiliency.  Within the facility, IBHS can replicate Category 1, 2 and 3 hurricanes, severe hail storms, wind-driven rain conditions and wildfire.  Outside they have a “roof farm” project, which consists of sections from residential and commercial roofs that are exposed and subjected to natural aging, allowing the researchers to conduct long-term testing of the roofs at different time intervals for their performance against wind, hail and wildfire.

The Research Center is funded by insurance companies such as Allstate, Nationwide, Progressive, State Farm, USAA and many more.  “IBHS members comprise approximately 79% of residential property insurance and 40% commercial property insurance sold in the United States,” according to IBHS.  This facility demonstrates the commitment of the property insurance industry to reduce and prevent losses that millions of home and business owners face each year due to severe weather events.  The research done at the facility has helped to develop standards for the FORTIFIED program. 

Strengthening buildings and training contractors

According to IBHS, “FORTIFIED is a nationally recognized building method that goes beyond building codes to strengthen residential and commercial buildings against specific natural hazards such as high winds and hurricanes.”  Twenty years of scientific research and testing done by IBHS was used to develop the construction standards known as FORTIFIED Home.  These standards help make homes and buildings more resilient against severe weather.  

To ensure the FORTIFIED standards are consistent and accurate throughout the country, the FORTIFIED Home program provides training and certification for professionals in the industry.  Experienced roofing professionals with a desire to expand their business and marketing possibilities would benefit from the FORTIFIED Wise™- Roofing Contractor program, which is just one of the training programs offered.  This course is specially designed for those who want to understand the important aspects of installation and documentation for roofing new or existing homes to meet the FORTIFIED standards.

Mark Zehnal is the Senior Roofing Specialist supporting the development of the FORTIFIED initiatives.  He became an employee at IBHS in 2016, but has been collaborating with engineers and researchers since 2004 on proposals that have helped improve roofing performance.  Zehnal has spent 30 years in the roofing industry and has fulfilled various roles throughout his career, such as contractor, building code compliance officer and director of technical services for the Florida Roofing and Sheet Metal Contractors Association (FRSA).  At IBHS, Zehnal also works with the staff on building code initiatives and roofing-related research.

Becoming certified differentiates your business  

To become certified as a FORTIFIED Wise-Roofing Contractor, a comprehensive training program must be completed, the FORTIFIED Wise-Roofing Contractor exam must be passed with a minimum score of 85% and professionals must meet the rigorous professional requirements set forth by IBHS.  

Upon completion, contractors receive a printed copy of their training presentation and a listing in the FORTIFIED Home Provider Directory, making it easier for homeowners to find you.  Additionally, roofing professionals are able to use the FORTIFIED Home logo and materials for marketing purposes.  Having the FORTIFIED certification instills trust in homeowners and proves you’re committed to their homes' resiliency.  It also differentiates your company and makes you more competitive in the industry.  

As the frequency and intensity of severe weather events continue to increase, the demand for home resilience is growing.  Alabama, Mississippi and North Carolina have mandatory incentives for FORTIFIED homes.  Now that hurricane and hail season are in full force, professionals in regions prone to these weather events will benefit from FORTIFIED Wise training to help their customers ensure they have resilient homes and to prepare for future storms.  

The FORTIFIED standards help reduce the risk of property damage and financial loss by strengthening homes and businesses to endure Mother Nature’s fury.  After a disaster, homeowners can help reduce the cost of their community’s recovery by having a FORTIFIED certified home.  According to IBHS, “Studies show that every $1 spent on disaster mitigation saves $4 in community disaster recovery expenses.”  Additionally, FORTIFIED homes that withstand severe weather won’t end up in the landfill, decreasing homeowners’ post-disaster environmental footprint.  

The FORTIFIED Wise-Roofing Contractor training is 11 modules and right now the first module is free!  

Register now to get started at FORTIFIED Wise™ University.

The FORTIFIED Roof™ program was created to provide a set of resilient construction standards to strengthen roofs against natural disasters.

RoofersCoffeeShop, the award-winning place where the industry meets for technology, information, and everyday business, is pleased to welcome FORTIFIED Roof. Based on decades of field and lab studies by the Insurance Institute for Business & Home Safety (IBHS), FORTIFIED Roof is a voluntary building standard that requires a collection of roofing upgrades and a third-party verification process to help roofing contractors protect homes from severe weather.

FORTIFIED Roof goes beyond building codes to guard homes from 130 mph winds, EF-2 tornadoes, and 2” hail.  Upgrades focus on three areas: stronger roof deck connections, reinforced edges, and a sealed roof deck.  These multiple layers of defenses work together to prevent a cascade of damage that can start at the roof and impact the integrity of the entire structure during high wind events.

Roofing contractors can become FORTIFIED certified and use the IBHS research to appeal to customers seeking both value and performance. A FORTIFIED Wise™–Roofing Contractor has a solid understanding of the FORTIFIED standards and can provide customers with a set of upgrades that will significantly strengthen their homes against severe weather.

Online, on-demand training is available at FORTIFIED Wise University. The 11-module Roofing Contractor course is ideal for experienced roofers looking to expand their business and marketing opportunities. When contractors become FORTIFIED Wise, they demonstrate to their customers that they have the knowledge to ensure homes are safe from storms.

RoofersCoffeeShop is proud to welcome the FORTIFIED Roof program.

Learn more about FORTIFIED by IBHS in their RCS directory.

About IBHS

The Insurance Institute for Business & Home Safety (IBHS) is an independent, nonprofit, scientific research and communication organization supported solely by property and casualty insurers and reinsurers that conduct business in the United States.

Convinced that the continuing cycle of human suffering that strikes families and communities in the wake of severe weather can be broken, IBHS is a team of scientists and risk communicators who deliver strategies to build safer and stronger homes and businesses.

For more information about IBHS, visit www.IBHS.org. 

IKO GoldSeam™ tape provides critical protection against water infiltration.

IKO recently introduced GoldSeam, a multipurpose roof tape. The product can be used in a variety of deck protection applications, including as a seam tape for the roof deck; a sealant for critical roof joints, such as small gaps around the eave and fascia; as well as around roof structures, such as skylights, chimneys, plumbing vents or ventilation caps. Designed to prevent ice and water infiltration as well as rodent and insect infestation, IKO GoldSeam is ideally suited to seal the joints of OSB (oriented strand board) or plywood roof deck panels when used in conjunction with an IKO underlayment.

“Whether it’s roof deck or eave sealing, IKO GoldSeam provides the critical protection homeowners need to help prevent water infiltration inside their homes,” said Mark Okland, product development manager, North America. “Leading industry experts know that the gap between the fascia and roof deck is the most vulnerable area of the roof, and for far too long, has been the most overlooked detail in roof installation. IKO established an innovative solution with GoldSeam to effectively seal that gap and bring homeowners peace of mind.”

IKO GoldSeam pairs perfectly with IKO’s Nordic™ and Dynasty® performance shingles to provide superior protection for the entire roof system against blow-off and damage during extreme weather. IKO GoldSeam is also an accepted component of the Insurance Institute for Home and Business Safety’s (IBHS) FORTIFIED Home™ standards*. (Not all homes built using GoldSeam will qualify for a FORTIFIED Home designation. Homes require compliance with all FORTIFIED Home technical requirements and additional inspections. For more information, please visit www.fortifiedhome.org.) 

IKO GoldSeam is a specialized product that was designed to facilitate compliance with building codes requiring complete deck protection. Compliance with these regulations, which are particularly prevalent in areas where high winds are common, can usually be achieved by covering deck-panel joints with IKO GoldSeam in conjunction with a subsequent layer of synthetic underlayment, such as IKO Stormtite™ or RoofGard-Cool Grey™. Prior to installation, applicable building codes should always be consulted, and all projects should be built in compliance with such codes.

IKO offers a variety of deck-protection products, including StormShield™, ArmourGard™ and GoldShield™. For more information about IKO, visit IKO.com. 

*IBHS does not provide any type of warranty or guarantee related to the FORTIFIED Home designation. IBHS shall not be held responsible or liable for damage to any property, systems, components or contents in a FORTIFIED-designated home. IBHS assumes no responsibility or liability for any individual or firm as a result of the designation.
 

About IKO
IKO is a worldwide leader in the roofing, waterproofing and insulation industry for residential and commercial markets. A family-owned business established in 1951, IKO remains firmly rooted in its founding values of craftsmanship and innovation to provide best-in-class products, services and value. Committed to a high level of vertical integration, the company also maintains its founder’s belief in the importance of controlling the raw materials used in its manufacturing process. IKO operates more than 25 manufacturing plants throughout North America and Europe. For more information on IKO and its full line of roofing product solutions, visit www.iko.com.  

IKO EdgeSeal™ ensures roof perimeter remains secure with powerful self-sealing membrane. 

IKO recently introduced EdgeSeal, a double-sided, self-sealing adhesive starter roll designed to bond shingles to the roof deck at the roof's most vulnerable area - its perimeter. IKO's EdgeSeal serves as an upgrade option for contractors, providing a higher-quality installation as well as the critical protection required to keep a roof secure during extreme weather events.       

"Across North America, strong wind storms are becoming increasingly common, often inflicting the most severe damage on roof rake edges," said Mark Okland, product development manager, North America. "IKO created EdgeSeal in response to the need for better-performing roof systems. We are proud to introduce a product that will provide homeowners added peace of mind when it comes to preventing blow-offs from high winds and helping ensure that the perimeter of the home's roof is secure."      

Compatible with all IKO shingle lines, IKO EdgeSeal is a membrane designed for roof perimeter sealing and to be installed at both the eave and rake edges. A double-sided, self-adhering starter roll, IKO EdgeSeal's adhesive formulation is aggressive. It bonds tight to both the drip edge and/or underlayment below and the first course of the laminate asphalt/fiberglass shingle above.       

Paired with IKO’s Nordic™ or Dynasty® performance shingles, IKO EdgeSeal is part of a complete performance roof system that provides superior protection against blow-off and damage during extreme weather events. IKO EdgeSeal is also an accepted component of the Insurance Institute for Business and Home Safety’s (IBHS) FORTIFIED Home™ standards*. (Not all homes built using EdgeSeal will qualify for a FORTIFIED Home designation. Homes require compliance with all FORTIFIED Home technical requirements and additional inspections. For more information, please visit www.fortifiedhome.org.)       

IKO offers an array of additional roof starter products, including Leading Edge Plus™ and Armour Starter™. For more information about IKO, visit IKO.com.  

*IBHS does not provide any type of warranty or guarantee related to the FORTIFIED Home designation. IBHS shall not be held responsible or liable for damage to any property, systems, components or contents in a FORTIFIED-designated home. IBHS assumes no responsibility or liability for any individual or firm as a result of the designation. 

About IKO
IKO is a worldwide leader in the roofing, waterproofing and insulation industry for residential and commercial markets. A family-owned business established in 1951, IKO remains firmly rooted in its founding values of craftsmanship and innovation to provide best-in-class products, services and value. Committed to a high level of vertical integration, the company also maintains its founder’s belief in the importance of controlling the raw materials used in its manufacturing process. IKO operates more than 25 manufacturing plants throughout North America and Europe. For more information on IKO and its full line of roofing product solutions, visit www.iko.com. 

Popular Shingles Rated as "Impact Resistant" Do Not Perform Equally

Across the country, year after year, hailstorms are pounding roofs and causing damage. Today, Minnesota homeowners in the Delano community are assessing the damage from Monday's giant hail. One year ago, residents in Colorado Springs were doing the same. In between, hundreds of other communities were impacted by hail, too.

Impact-resistant shingles can prevent avoidable damage during hailstorms; however, new research from the Insurance Institute for Business & Home Safety (IBHS) details how impact-resistant shingles perform in real-world conditions.

Consumers deserve to have confidence that shingles labeled as "impact resistant" live up to expectations. After years of field and lab research, IBHS has released the first performance scorecard so contractors and consumers can make informed decisions when choosing shingles. The IBHS Performance Standard for Impact Resistant Shingles outlines a new test mimicking how hail will attack a roof during severe storms.  

"Consumers invest in impact-resistant shingles because they want more protection against roof damage. They deserve to know which products can deliver that durability," says IBHS President and CEO Roy Wright. "High-performing impact resistant shingles can prevent avoidable damage when hail attacks roofs, and we are pleased to deliver the scorecard from our first round of tests."

The IBHS test results include eight common impact-resistant shingles that were available in the market in 2018. While each of the products tested bears an impact-resistant label, product performance ranged from Excellent to Poor when faced with the scientifically replicated real-world conditions in the IBHS lab.

To develop this state-of-the-art test standard, IBHS researchers gathered, weighed, measured, and 3-D scanned thousands of hailstones and then successfully replicated them in large volumes in the IBHS lab.

"Hail losses have grown to over $10-billion annually, and much of this damage is avoidable. We have devoted years to better understanding the scientific characteristics of hail, replicating those characteristics in the lab, and analyzing how shingles perform against them," says Dr. Tanya Brown-Giammanco, managing director of research at IBHS.

The performance results, publicly available at IBHS.org, highlight strong performers and raise the bar for others. Additional tests for products recently introduced to the market in 2019 will be completed, and the scorecard updated in the coming months. From there, IBHS plans to retest products and refresh the scorecard every two years.

About the Insurance Institute for Business & Home Safety (IBHS) 

The IBHS mission is to conduct objective, scientific research to identify and promote effective actions that strengthen homes, businesses and communities against natural disasters and other causes of loss.

Learn more about IBHS at DisasterSafety.org.

By Malarkey Roofing Products.

Malarkey Roofing Products® manufactures building products to perform against the demands of severe weather events and ensure peace of mind.

To accomplish this task, we develop innovative solutions to the problems of poor shingle performance in the face of severe weather. With partners such as 3M, who provide our roofing granules and produced a comprehensive Natural Disaster Hazard Assessment Guide, we aim to deliver dependable roofing products to our customers.

Safety, Safety, Safety

As regular readers of this blog will know, safety is a primary concern for Malarkey Roofing Products; at our plants, with our certified contractors, and of course, homeowners. Roofing, to the untrained and unaware novice, can be dangerous. Working from great heights alone, is reason enough that we advise for homeowners to avoid the ‘do-it-yourself’ spirit used for interior painting or landscaping. This is especially true following any damage to the roof, when the stability or safety on the roof is questionable.

Preparing for Seasonal Storm Activity

Today, with some seasonal regularity (and the help of modern meteorology) homeowners are able to anticipate, and prepare for, severe weather events. It is also important for homeowners to recognize the importance that changes in the seasons have on their homes and roofs. For instance, springtime may signal heavy winds or hailstorms east of the Rocky Mountains, whereas early fall may see wind-driven rain from hurricane activity in the Southeast. Previously, we have shared tips for preventative roof maintenance in the fall, so that homeowners can avoid uncomfortable roofing issues in the winter months.

Rebuilding

Install durable, performance-driven roofing shingles that are appropriate for your local climate. At Malarkey, we build shingles specifically for consistent, prolonged performance. For instance, in 1993, The Alaskan® shingle became the first shingle to meet the ambitious 110 mph Miami-Dade building code requirement for wind. The following year, we produced the Hurricane™, the first 3M Algae Block shingle that prevented the unsightly black streaks on roofs caused by unwanted algae growth in humid areas. This shingle would set a new precedent for polymer modified asphalt roofing shingle lifetime performance, and lead to the modern, industry-leading, Legacy® laminate shingle.

Today, all Malarkey shingles in the U.S. and Canada are now rated at UL2218 Class 3 or Class 4 levels of impact resistance. These superior performance ratings are due, in large part, to the innovative achievements of Malarkey’s polymer modified asphalt formulas. Most recently, we have begun inclusion of polymers from repurposed materials to the asphalt to make a high-performance product more sustainable.

It is also advisable to replace a severely damaged roof with a new complete roof system, like our Secure Choice™ line of products, because the respective products are designed for the overall, integrated performance of extreme weather protection.

Building Resilient Structures

Malarkey is actively involved with the Fortified Home program from the Insurance Institute for Business & Home Safety (IBHS) for construction standards and methods go beyond emergency and disaster preparedness to improve the resiliency and reliability of the whole structure in severe conditions. Many of our Certified Residential Contractors are additionally educated on this skills and techniques for construction. These structures, in combination with the right materials, can provide a resilient home, fortified for protection.

In the face of severe weather, provide the best chance for the roof with some foresight and preparation. Though there are always exceptions in the natural world, Malarkey Roofing Products works hard to produce polymer modified asphalt shingles to meet the demands of your region.

Explore the options for residential steep slope roofing shingles here to see which option fits the needs of your customers' homes.

Original article source: Malarkey

The slow season poses an excellent opportunity to inquire about certifications with the Malarkey Certified Contractor Program for those who haven’t already.

Becoming a Certified Residential Contractor allows you to become a trusted partner with roofing manufacturer, Malarkey Roofing Products®. The Certified Residential Contractor Program offers numerous advantages, providing confidence to the homeowner that the contractor is trained, experienced, and knowledgeable.

The slow season is also a good time for roofing contractors and their crews to attend trade shows and other industry events or continue their education and refresh their knowledge base. Malarkey Certified Residential Contractors can earn a badge based on specific criteria, training, and overall professional experience. These specialized badges also signify the elevated professionalism of the Certified Residential Contractor for homeowners and potential customers.

Go Green Contractors earning an Emerald Pro badge have exclusive access to Malarkey’s Emerald Pro Warranty. The warranty offers customers an enhanced roofing system warranty supported by quality Malarkey products. An eligible Certified Roofing System (CRS) consists entirely of Malarkey products (see Table 1 in the warranty for a complete shingle list) and is constructed by our valued certified contractors using the latest published installation instructions.

Get Granular

Shingle granules, to many homeowners, may not appear terribly sophisticated. However, certified contractors with specialized badges highlighting their experience and knowledge, can help educate homeowners on granule features. Malarkey offers two specific badges for granule expertise.

3M Scotchgard Shingle Sales Specialist The 3M Scotchgard™ Protector Shingle Sales Specialist Badge certifies a contractor’s expertise on granules.  Developed to resist the growth of algae in climates with high humidity, 3M Scotchgard™ Protector granules prevent black streaks from forming on roofs for 20 years. Malarkey Roofing Products became the first shingle manufacturer to use 3M Scotchgard™ Protector granules in 1994.

Cool Roof Pro The Cool Roof Pro badge for certified contractors focuses on 3M Cool Roofing Granules. These granules reflect sunlight and heat that other roofing materials would typically absorb. Cool Roofing Granules are used on Malarkey shingles to help keep the roof and home cool, while offering vibrant shingle colors.

Get Wise with FORTIFIED Partnered with the Insurance Institute for Business & Home Safety (IBHS), Malarkey Certified Contractors can also obtain an exclusive FORTIFIED Wise™ roofer certification. The FORTIFIED Wise™ roofer demonstrates a solid understanding of the critical aspects of installation and documentation for roofing a new or existing home to meet FORTIFIED standards.

IBHS created the FORTIFIED Home™ program to help safeguard and strengthen homes from extreme weather conditions, such as hurricanes, high winds, hail, and severe thunderstorms. The FORTIFIED Home™ program begins with the roof because it is often seen as the first line of defense against precipitation and wind-driven rain. Other FORTIFIED Home™ construction standards and methods go beyond emergency and disaster preparedness to improve the resiliency and reliability of the whole structure in severe conditions.

In addition to becoming a Malarkey Certified Contractor, there are a number of great ways for roofing contractors to improve their knowledge and sharpen their skills. Earning specialized badges are valuable in gaining trust and growing your business. Sign up for certification today.

Editor’s note: This article first appeared on Malarkey’s blog and can be viewed here.