November 30, 2016
EDITOR’S NOTE: This series on industry associations and organizations is presented to better inform our readers about the various players in the building envelope world. This month, we profile the Metal Roofing Alliance.
METAL ROOFING ALLIANCE
HISTORY AND MEMBERSHIP
The Metal Roofing Alliance (MRA) is a not-for-profit coalition of metal roofing manufacturers, paint companies, coil coaters, associations, and contractors formed in 1998 to introduce homeowners to the many value benefits of metal roofing. Since its inception, the market share for residential metal roofing has more than tripled.
The MRA hosts a website, MetalRoofing. com, which includes a photo gallery, product information, the “My New Metal Roof” roofing visualizer tool, and a Find-a-Contractor tool that allows consumers to locate a local installer for their metal roofs.
In addition to educating consumers, the MRA also focuses on educating contractors on the many benefits of metal roofing for residential applications. “From the very beginning, one of our key objectives was to increase the number of metal roofing installers in the United States and Canada. Many roofers and contractors didn’t realize that the metal roofing industry had changed dramatically over the last several years. There were a number of new products on the market that were easier to install, and the margins on metal roofing products were very attractive,” states Bill Hippard, executive director of the MRA.
Metal roofing is now the second most popular reroofing product in the U.S. The federal government recently added another reason to choose a durable, attractive metal roof to protect homes: a $500 tax credit. Homeowners who added “cool” metal roofs to their primary residence in 2016 are eligible for the $500 tax credit.
Today’s metal roofs are high-tech wonders that feature reflective coatings that provide year-round relief from high energy costs. Metal roofs also offer a variety of styles, including tiles, shakes, shingles, or standing-seam panels to either make a statement or blend in with the neighborhood. The latest paint technologies allow even darker-colored metal roofs to absorb less heat through the use of highly reflective pigments that reflect solar energy.
The move toward sustainable, eco-friendly home improvement products has also helped boost the popularity of metal roofing. Metal roofing provides a market for recycled materials. An old car, dishwasher, or refrigerator can be recycled to reroof a home. All steel roofs contain a minimum of 25% recycled content, and many have a much higher percentage. At the end of its useful life, metal roofing is 100% recyclable, while other roofing materials are routinely removed and disposed of by the ton in landfills. Photovoltaic systems and solar panels can easily be integrated into metal roof systems, making them an even better choice. Metal roofs can also allow consumers to harvest rainwater for reuse.
JOIN THE MRA
The Metal Roofing Alliance is always looking for new, allied companies to join in our consumer marketing effort. “We like the marketing direction the MRA is taking. The Internet strategy is cost-efficient and very effective,” states Todd Miller, president of Isaiah Industries and a founding member of the MRA. “As a member of the MRA, we have found that our marketing dollars go a lot further than if we attempted to do this on our own.”
Please contact Executive Director Bill Hippard at email@example.com for more information.