Differential Movement: Tips & Definition for Roofers

Differential Movement

Differential movement is a term that you have probably heard if you have spent any time as a roofer. It can cause alarm in some cases, or it can be a regular part of the job. In any case, as a roofer, you should be able to identify and define differential movement as it pertains to the roofing system of a building. 

Differential movement in a roof can cause severe damage. Or it can be a regular part of the roof’s “settling” process. The following post will look at the definition of differential movement, how it can affect the structure, and some tips on how to handle it. 

What is Differential Movement?

Differential movement occurs at points in the roofing system where independent parts are adjoined. Installed parts settle at different rates causing unsettled structural formation. Specifically, other parts of the roof adjust, settle, or move (this phenomenon itself is natural) at different speeds. 

When Does Differential Movement Occur?

Differential movement often occurs when there has been an addition of some kind to a commercial or residential building. For instance, adding a bedroom to a house is often the culprit for residential differential movement. Because new materials are being adjoined to old materials, the settling rate will not match. As you can imagine, signs of differential movement typically appear where old materials interact with new materials.

The flashing of a roof will also be a tell-tale sign of differential movement. Therefore, if you inspect for differential movement, one of the first places you should look at is the roof’s flashing.

What Can Differential Movement do to a Roof?

First of all, you should be aware that other things can cause differential movement. For example, shifts in the soil under a house could have visible effects on the foundation and the roof. Tree roots can also cause differential movement by shifting the foundation of the structure. If one side of a system is sunken lower than the other, this will cause a faster settlement rate on the side that is sunken. 

As you can imagine, differential movement of any kind can cause some severe problems. However, the manifestations of differential movement may also be somewhat benign. Not all differential movement occurs at such an opposing rate as to cause severe damage. For example, slight differential movement can occur over decades without causing any serious problems. Still, the phenomenon can impact a structure in many ways, including but not limited to:

  • Foundation Cracks: This is one of the more severe side-effects of differential movement and can cause a structure to become unsound. 
  • Interior Wall Cracks: Inexplicable cracks in interior walls may be another sign of differential movement. 
  • Ill-fitting Doors: If you have ever had to shave down a new door because it doesn’t fit in the jamb, the problem may have been caused by differential movement in the structure. 
  • Tilting Chimney: Differential movement in the roof or the foundation may cause chimneys to tilt or sink to one side or another. 
  • Distorted Walls: Severe differential movement may cause the structure’s walls to bulge in sections under extreme stress. 

Differential movement can cause both cosmetic and structural damage. For example, cracks in the wall of a house may be a mild sign of differential movement, but inspect the whole structure o make sure that no adjustments are necessary.

Roofers, in particular, should inspect the flashing first. If you see a gap of 2-6 inches in the flashing between a vertical wall and the roof deck, this is most likely a sign of differential movement that has to be corrected. Sunken areas of the roof near flashing could also signify something that needs to be done sooner than later. 

Tips for Differential Movement

How you deal with differential movement will depend on a lot of factors. First, how severe is the movement? Then, what type of structure is the roof system? And, of course, where the movement is occurring? In general, though, here are some tips for dealing with differential movement as a roofer:

  • Look for Wrinkles: One of the fastest ways to identify differential movement on a roof is by looking at the flashing. If there is a pattern of diagonal wrinkling in the flashing, you are likely dealing with differential movement. 
  • Roof to Wall Expansion Joint: If the roof decking is independent of a vertical wall, a roof-to-wall expansion joint should be installed to correct and prevent differential settlement. The flashing should only be anchored to the roof deck, and there should be a woodblock at the base. 
  • Dealing with Roof Openings: Differential movement often occurs at roof openings (vents, skylights, etc.). To prevent differential movement from happening at these vulnerable points, roofers must form a curb. The curve isolates base flashing and counter-flashing, so that differential movement becomes a non-issue. The curb should be made from metal and should sit at least 8 inches above the finish roofing material.

More Roofing Knowledge

Here at Roofer’s Guild, we pride ourselves on offering roofers the knowledge and resources they need to expand their businesses across the country. But, we know you want more, and that’s why we offer digital marketing services tailored specifically for roofing businesses. 

With our help and expertise, you could dominate your local market and beyond. Our team has the experience needed to create a custom marketing plan for your business. Get more roofing customers for your business with our help today.

4 Alternative Roofing Solutions to Consider in 2021

Alternative Roofing Solutions

If you are staring down a re-roof project, you probably have many questions about what your alternative roofing solutions might be. Of course, your budget, aesthetic inclinations, and where you live in the US will all play a big part in what type of roof you ultimately decide on. 

Before you pull the trigger on any roofing material, though, do yourself a favor and give the following post a good read. Today Roofer’s Guild will take a look at some viable alternative roofing solutions. 

1) Go Solar

Did you know that 75% of US households have shingle roofing? Shingle roofs are popular because they are affordable and offer a decent degree of durability. Most people choose asphalt shingles in particular because they are so cheap. 

However, if you are looking to save money in the long run, consider solar shingles. Solar shingles have come a long way over the years. High installation prices or the bulky looks may have turned you off previously, but things have changed recently.

Most solar shingles are now made of tempered glass and can be installed relatively easily. That means you won’t have to pay through the nose for a specialist to come out and install your solar shingles. Plus, they have a much cleaner, streamlined appearance and are made to look more like traditional shingles.

Of course, solar shingles generate usable energy for your home. A single solar shingle can produce up to 63 watts of electricity per day. Modern solar shingles are also very lightweight and are rated to withstand wind and water. As a result, you don’t have to worry about excess stress on your home from heavy roofing materials or inadequate roof protection. 


  • They can help you save money on electricity
  • They provide a sleek look to your roofline
  • They are lightweight


  • Depending on its orientation to the sun, your roof may not be a good candidate for solar shingles
  • They don’t provide energy at night or when the sun is obscured

2) Build Up

Built-up roofing is a viable option for commercial and residential low-slope roofs. Layers of bitumen are piled on top of each other, with layers of fiber in between them. It imparts impact resistance to the roofing system. 

On the top and final layer, tar and gravel are usually laid down. You can also have layers of special insulation installed with your built-up roof to improve efficiency. Built-up roofs can also have a white or light-colored finish to reflect more of the sun’s rays and keep your building cooler in hot weather. 


  • Built-up roofing systems are fire retardant
  • They provide a high degree of impact-resistance
  • They are typically easy to maintain


  • Many people don’t like the way they look
  • Depending on the installation, built-up roofs may have weak points where they meet breaks in the roofline (vents, chimneys, walls, etc.)

3) Metal Roofing

Metal roofing isn’t just for commercial properties anymore. Like solar shingles, they have come a long way in terms of style and function. For instance, roofers can install standing seam metal roofs over a traditional plywood roof deck. The panels run parallel to one another and stand over the decking. The seam floats over that actual roof hence the name standing seam. 

You can also choose metal shingles. Metal shingles can be made to look like a variety of more traditional types of roof shingles. They come in a wide array of colors and styles, and they typically outperform tile and asphalt shingles in terms of durability. 

Metal roofing is one of the best alternative roofing solutions because they typically outlast other roofs. In some cases, you can even get a more extended warranty on a metal roof than you could with other materials. 


  • Metal roofs can be made to mimic a wide variety of traditional roofing materials
  • Some metal roof systems can last up to 70 years
  • You can easily recycle metal roof materials


  • When it rains or hails, metal roofs are typically noisier than other types

4) Go With a Combo

Sometimes two roofing materials are better than one. That’s the case with the last entry in our list of the best alternative roofing solutions. Stone-coated metal roofing provides the strength and lightness of metal with the corrosion-resistance of metal. 

You have probably heard of slate roofing tiles. You have probably heard about how long they last. You have probably also heard about how costly they are. While stone-coated roofing won’t typically last for 200 years, it provides a friendly, affordable middle ground.

Stone-coated metal roofing is usually made from rolled steel sheets and then coated with crushed granite. Finally, the granite is permanently adhered to the steel to wash away like the gravel material that usually covers asphalt shingles. 

Plus, they add a layer of insulation to your home. Stone-coated metal roofs are usually installed over battens, leaving a gap between the shingles themselves and the roof decking. These pockets of air help keep the cold and the heat away from your home. 


  • They can be made to mimic premium roofing materials
  • They typically have a high wind-resistance rating


  • They can cost up to $400 per square foot

Get the Resources you Need

Whether you want to know about all the roofing alternatives, you can present them to your customers, or you need help marketing your roofing business. We’re here for you. Here at Roofer’s Guild, we pride ourselves on helping our clients in the roofing industry reach their business goals. So to find out about all the fantastic resources we offer, give us a call.

How Much Does a Roofer Charge Per Hour?

How Much Does a Roofer Charge Per Hour

Roofing is a safe bet if you are looking for a career. The roofing industry has steadily grown over the last five years. On top of that, it is projected that it will grow by another 3.8% over the next year. So it’s easy to see why a career in roofing is such a tempting prospect to so many people. 

The need for roofers isn’t going away any time soon. So whether you are a youngster trying to map out a career path, looking to change your career or a consumer who will require roofing services shortly, it can help to know the answer to the question, “how much does a roofer charge per hour?”

What Impacts How Much Roofers Charge?

If you are a consumer in need of roofing services, your invoice will reflect many different factors. It’s not just about how much a roofer charges per hour; it’s also about the availability of materials, the complexity of the work, the type of roof you have, and more. Here are some of the factors that could affect pricing:

  • Geographic Location: If you are in an area where supplies are hard to come by or need to be transported from a long way, your invoice could be pretty high.
  • Job Danger: Did you know that around 50 roofers die on the job each year in the U.S.? Roofing is one of the most hazardous trades, and contractors usually factor this into their pricing scale. 
  • Materials: The price will also depend on what type of roofing material you want. Asphalt shingles are among the cheapest materials, while slate and cedar shake tend to be the most expensive. 

Hourly Roofing Rate by State 

Keep in mind that the following figures are based on average calculations. Certain roofers are likely to charge more or less than what you see below:

  • New York – $30.23 
  • New Jersey – $28.49
  • Minnesota – $27.74
  • Connecticut – $26.15
  • Illinois – $26.02 
  • Massachusetts – $25.07
  • California – $24.54
  • Alaska – $24.37
  • Hawaii – $23.88
  • Rhode Island – $23.48
  • Washington – $23.12
  • New Hampshire – $22.15
  • Missouri – $21.12
  • Virginia – $20.78
  • North Dakota – $20.27
  • Oregon – $20.26
  • Maryland – $20.20
  • Michigan – $19.58
  • Idaho – $19.65
  • Arizona – $19.59
  • Delaware – $19.57
  • Nevada – $19.14
  • Ohio – $19.02
  • Pennsylvania – $18.72
  • South Dakota – $14.70
  • Mississippi–$14.95
  • New Mexico – $15.02
  • Alabama – $15.29
  • Florida – $15.63
  • Oklahoma – $15.71
  • Arkansas – $15.84
  • Tennessee – $15.95
  • Texas – $15.98
  • South Carolina – $16.09
  • North Carolina – $16.17
  • Montana – $16.47
  • Iowa – $16.67
  • Maine – $16.91
  • Nebraska – $16.98
  • Kentucky – $17.27
  • Georgia – $17.57
  • Louisiana – $17.64
  • Colorado – $17.84
  • Vermont – $17.88
  • Wyoming – $17.92
  • Utah – $18.09
  • Wisconsin – $18.16
  • Kansas – $18.21
  • West Virginia – $18.40
  • Indiana – $18.47

For more information on roofing and how to get more customers for your existing roofing business, call us here at Roofer’s Guild

How To Get Roofing Leads on Facebook

How To Get Roofing Leads on Facebook

As a roofing contractor, roofing leads are the backbone of your business. If you cant regularly generate new prospects, your business has little chance of success in 2021.

Most roofing contractors fail to drum up good leads to sustain their business simply because they don’t know where to look. Facebook, in particular, is an underutilized lead mine that many roofers fail to prospect.

That’s where we’re going to be focusing our attention today. We are going to show you how to get roofing leads on Facebook. If you are interested in learning more about other lead generation techniques, check out our blog or contact us with any questions.

Why is Facebook A Roofing Lead Goldmine?

Before we begin, you have to understand how ripe the Facebook field is for roofing leads. Take a look at some of the figures:

  • Sheer Volume: Facebook is still one of the most dominant social media platforms in existence, for starters. The website boasts over 2 billion monthly users.
  • The Right Audience: You don’t want to target too young people to own their own homes. The average U.S. Facebook user is 40 years old – the perfect age for homeowners. Conversely, fewer than 10% of people on Facebook are under the age of 18.
  • Constant Traffic: Of the 69% of American adults who use Facebook, 74% of those people check the site every day. It’s like having an endless parade of cars drive by the company sign that you planted in a customer’s yard.

Based on these numbers alone, you’d be a fool not to use Facebook to drum up roofing leads. Oh yeah, did we mention it’s free? That’s right, using Facebook to get roofing leads is free. Of course, should you decide to use Facebook ads, you will have to pay a certain amount. But otherwise, all you have to do is invest your time and effort. So now, let’s get started teaching you how to get roofing leads on Facebook.

Use Facebook Marketing To Get Roofing Leads

People who use Facebook to generate business leads but fail usually don’t take the time to understand the nature of Facebook. People don’t log onto Facebook to see many ads or be sold on products and services. It is a place to socialize and interact digitally. So your Facebook marketing campaign shouldn’t be focused mainly on sales. Think about who your audience is:

  • The age group most likely to own homes (35-65)
  • The people in your immediate geographic location
  • People who are at least somewhat tech-savvy
  • People interested in roofing services

When you build an audience profile based on these and other criteria (you may also do commercial work or offer specialty services), you can start to get an idea of your message. Striking the right tone on social media is very important to winning leads. The right style will be the one that resonates with your target audience.

Share Informative Content on Facebook

Now that you have an idea of who your audience is, it’s time to start educating them. Again, your social media content shouldn’t be too sales-oriented. Instead, it would be best if you used Facebook to:

  • Educate people on roofing and roofing services
  • Connect with your community
  • Increase traffic to your website
  • Tell people about your company

One of the most effective ways to generate leads with Facebook is to offer valuable posts that teach your followers something they didn’t know about roofing. You can also connect with them by introducing yourself and your team to them through stories and videos.

Remember to include a link to your website in all of your Facebook posts. That’s how you use it to increase traffic to your website.

Brand Your Roofing Company Through Facebook

Another great way to generate leads on Facebook is with consistent branding. Make sure you use your company’s logo as your Facebook avatar. Your Facebook profile name should be your business name (or as close as you can get to it if it’s already taken). Include your company slogan in posts as well.

That way, when people see your logo on a service vehicle in real life, they will connect the brand with the Facebook account they interacted with online. Why is that important? Because people tend to trust brands that they recognize. The numbers don’t lie either.

Studies have shown that consistent branding alone can increase revenue by 23%. The uptick indicates that people buy more services because of brand recognition. So you must utilize your logo, slogan, company name, fonts, and even company colors consistently both online and in real life.

Publish Roofing Videos on Facebook

Facebook video is enormous. People spend 100 million hours watching videos on Facebook every day. Therefore, creating video posts for Facebook is a vast opportunity to drum up leads for your roofing business. But, again, don’t be too sales-oriented. Here are some value-oriented Facebook video ideas:

  • Roofing Maintenance How-To’s: Simple “how-to” videos can get many impressions and create traffic. Consider a video that shows people how to clean their gutters safely or something else along that line.
  • Winter Tips: Many people are concerned with how their roof will hold up during the winter, so try creating a video outlining tips for roof winterization.
  • Before and After Videos: Nothing shows people what you can like a good before and after video. Document a damaged roof with video along with a story on how the roof got damaged. Then, connect that with video footage of the repaired roof with a brief explanation of the work that went into it.

Publish Facebook Lead Ads

While there are many ways to funnel Facebook leads to your roofing company’s website or other landing pages, Facebook also allows advertisers to create lead ads directly on Facebook. With lead ads, pre-populated forms empower users to submit info without much effort, especially on mobile devices.

Most users don’t want to take the time to fill out all of their contact information, so it increases conversions when Facebook produces it automatically. Of course, you may get some less-than-interested submissions from people who weren’t paying enough attention, but overall you will generate more roofing leads than ever before.2All suggestions2 more suggestions

How To Scale a Roofing Business in 2021

How To Scale a Roofing Business

Starting a roofing business is hard enough. Between launching a roofing marketing campaign, coming up with a marketable name, and drumming up leads, roofing start-ups need a ton of maintenance. In addition, scaling a roofing business can be even more challenging for first-time owners. 

While every regional market and roofing business is unique in its ways, some commonalities will help prepare you for what to expect when you’re trying to scale your roofing business. Keep in mind that there is no universal blueprint for scaling a roofing business. However, if you heed the tips, we are about to outline, you will be giving yourself a great shot at measurable growth. 

Do Good Work

When people ask us how to scale a roofing business, we tell them to do good work. However, the quality of your roofing work will ultimately determine whether you grow as a business or whether you fail. 

That’s because word travels much faster in the digital age than it did just a couple of decades ago. People can go online and leave a review of your company in an instant. So you have to ask yourself, “what will my customers say about my service?”

The effects of bad reviews are measurable too. One study found that 94% of consumers admit that a negative review has caused them to avoid a business. As a small roofing business, you can’t afford to lose out on any customers. The best way to endear yourselves to new and existing customers is to do consistently good roofing work. 

Find a Good Supplier

In the beginning, you may be tempted to go with a smaller supplier because, at the outset, a small supplier is all you need. However, you need a legitimate supplier if you are looking to grow your roofing business. You should find a supplier that will fulfill your material orders reliably as you pick up more jobs. 

Working with a more prominent supplier may cost more initially, but it’s a wise investment. Plus, supplier loyalty usually pays off in the form of flexible payment options, lines of credit, and maybe even discounts. 

Adopt Technology Early

The distinct advantage you have as a roofing start-up is that you can integrate technology into your business processes easier than established companies can. Right now, you are probably a relatively small operation with a minimal amount of orders, projects, clients, and employees to manage. So start integrating technology into your daily tasks right now. 

Business software like Field360 can make it easier to assign your crew to jobs, request payment upon completion, keep track of your fleet, and much more. If you get used to using this type of business management software early in the game, it will be much easier to streamline your daily tasks as they get more numerous and demanding. 

Digital Marketing

As soon as you have the budget for it, you need to invest in digital marketing. Consider the following statistic: nearly half of consumers polled reported using an online search engine to find new businesses and products. 

People are taking to the internet to find home services like roofing companies. However, it’s not enough to plant a sign in your customers’ yards and hope that a bunch of neighbors see it. While grassroots marketing still has its place, digital marketing is necessary if you want to scale your roofing business. Here are some focal points of digital marketing you should be emphasizing:

  • Reputation Management: People look to online reviews to help them decide who they are going to hire. Reputation management, therefore, becomes critical for any roofing business. You need to make sure you are present on multiple online review sites like Yelp, Angie’s List, Home Advisor, Houzz, and Google My Business. Then, you need to maintain a good star rating (between 4.2 and 4.8 stars). 
  • SEO: More than half of modern consumers use a search engine to research businesses. That means you need to show up on Search Engine Result Pages. SEO for roofers entails keyword placement, content creation, social media presence, and much more to improve your search engine rankings.
  • Website Optimization: Search engines will reward you with higher rankings if you have a fast, responsive, and well-built website. Customers will also stay on your site longer and be more likely to take action if your site is easy to navigate and offers the information they are after. If you don’t have any web design experience, it is worth hiring a marketing agency with design services or a freelancer specializing in website design. 
  • Retargeting: Retargeting ads are ads that appear to people who have already interacted with your company or website. For example, you can have your roof replacement ad appear to web browsers who have recently shown interest in roof replacement online. Retargeting (sometimes called remarketing) ads have become an essential aspect of digital marketing and can help scale your small business with increased lead generation. 

Get Help With Scaling Your Roofing Business

Scaling a roofing business requires your company to invest in growth opportunities through marketing, advertising, and more. It’s impossible to perform all related tasks yourself, so you must hire either in-house or 3rd party assistance. We recommend partnering with Roofer’s Guild for all of your marketing needs in 2021. 

Roofer’s Guild is a marketing company for roofers by roofers. We allow contractors to feel comfortable with their marketing campaigns rather than relying on outsiders who don’t understand the grind of the roofing industry. While some marketing firms may have good intentions, they can’t relate to the daily grind of an actual roofer.

The Roofing Digital Marketing Guide for 2021

Roofing Digital Marketing (Blog Cover)

What is Digital Marketing for Roofers?

Digital marketing for roofers is any marketing tactic used to promote roofing companies through digital platforms. Common examples include SEO, PPC, email marketing, Facebook advertising, and website funnels. 

Digital Marketing for Roofing Contractors in 2021

If you have exhausted all the traditional avenues for lead generation as a roofer, you are a perfect candidate for roofing digital marketing. There’s no denying that cyberspace is fertile ground for drumming up fresh roofing leads. 

Hundreds of thousands of professional marketers at all levels of business invest millions of dollars every year. Large U.S. companies spend as much as 50% of their total marketing budget on digital marketing. 

Now, you likely don’t have the million-dollar budget that some of these types of companies have. Still, that doesn’t mean that you can’t launch an effective digital marketing campaign for your small roofing company. 

Roofing digital marketing can be a challenge for the small business owner, though. That’s why in today’s post, we are going to be going over some fresh digital marketing ideas for 2021. 

Retargeted Ads

Retargeted ads, also known as remarketing ads, are ads that show up specifically to people who have interacted with your brand, visited your website, or have otherwise expressed interest in your services but never went further. 

We mention this idea first and foremost because the numbers behind it are staggering. For example, consumers who see a remarketing ad are 70% more likely to purchase your services. In addition, retargeted ads are crazy effective in converting leads. Here’s another stat for you: 25% of people report that they enjoy seeing a retargeted ad. 

Instead of being an unsolicited ad, this type of advertising usually shows people something they already want. The great thing about retargeting ads is that they are available on some of the most popular advertising platforms like Google AdWords and Instagram. 

Retargeting Example

Call-Only Advertisements

What is a call-only ad? A call-only ad is a roofing advertisement that is displayed exclusively on devices capable of making a phone call, like a cell phone or, in some cases, a computer or tablet. But why would a call-only ad campaign be an effective form of roofing digital marketing?

Before we answer that, let us run you through the typical display ad experience. For example, someone is searching for roofers online and seeing a digital ad for your or someone else’s roofing company. They click it and are led to a landing page. They read through it, then click through to the actual website. From there, they may navigate to any page on the website, but ideally, they would go straight to the contact page and reach out in some way. 

It sounds circuitous. With call-only ads, the consumer skips 50% of that process. Instead, the ad displays on their phone, there’s an option to “Call” or “Call now,” they click it, and their phone automatically dials your number. 

It can be an incredibly fruitful form of digital marketing for roofers because, for the most part, when people are looking online for roofers, they are ready to talk to someone. Thus, call-only ads are a great way to strike leads when they are hot. 

Pay Per Call Example

Content Marketing

You have probably heard this already, but it is usually described in a broad sense and never specialized for roofing services. Content marketing is also a very fertile field for roofers, and while it has been a common practice in recent years, it still holds just as much value in 2021 as it ever has. 

Content marketing entails generating valuable content that you can share with your online community (social media followers, email lists, visitors to your website, etc.) for free. It sounds counter-intuitive, we know, but it works. 

It helps create trust, increases brand recognition, and establishes you as an authority in your field – all things that develop customers more often than not. On top of all this, content marketing generates three times as many leads as traditional marketing and costs significantly less. Here are some great content marketing ideas for roofers:


Blogs are the most effective and most straightforward way to provide value to your community. If you don’t already have one, add a blog section to your existing website and fill it with topics such as “How to Winterize your Roof” or “The 5 Best Tools for Cleaning your Gutters,” or anything else you may have in mind. Remember to add keywords to help people find your content. 


Most consumers like to learn about a new product, service, or company through video content. Video content is a rich field for roofers because you can demonstrate things like the proper way to nail a shingle or how to clear an ice dam from your roof safely. You can post the video content all over the place, too, like your website, your company’s YouTube channel, and all your social media outlets.


Infographics are images that usually have some statistic or graph on them. They are short, easy to read, and eye-catching. Infographics are great to use as digital ads or include in a blog post, Instagram Story, or on one of the service pages of your website. 

Why You Should Not Add New Roofing Shingles Over Old Ones

Search Advertisements

Search ads work sort of the same way as retargeting ads. They are displayed only on searches that pertain to the ad. So, for example, let’s say you have a live ad on Google that promotes your re-shingling service. Ideally, whenever someone in your area performs a search for re-shingling or something related to it, your ad would appear. 

Search ads can be very effective when your roofing company is relatively young because they will help get your name out there if nothing else. However, before you start paying for search ads, you should already have a good SEO strategy that leads us to our last topic….

Search Ads

Invest in SEO

SEO is still the most potent digital marketing tool in 2021. Why? For one reason, organic search results still garner around 94% of all clicks on SERPs (Search Engine Results Pages). But what constitutes good SEO practices in 2021? Take a look:


Being able to display reviews under your name in a SERP listing can increase the number of clicks it gets.

A Strong Backlink Profile

 Getting more links that lead to your website on other people’s websites is still a huge ranking factor in 2021. You can begin building backlinks by generating quality blog content, reaching out to suppliers and local business organizations, requesting them, and being active on social media. 

Optimize your Website

Ensure that your website is fast, responsive, contains a good keyword balance, and provides people the information they need. When dealing with SEO for roofers, you must exercise patience (depending on your domain’s age and tenure) since it can take a full 6 months to appear prominently on organic search results in 2021.

Organic SEO

8 Common Silicone Roof Coating Problems for 2021

Silicone Roof Coating Problems

Silicone roof coatings are a smart choice for many reasons. For one thing, they have a very high solids content, so they don’t necessarily have to be applied in multiple layers to provide adequate protection. Of course, this will save money and time. For another thing, they can save even more time and money if they don’t need a primer, as is often the case.

These, and other reasons, are why many commercial buildings have silicone coatings protecting their roofs. However, silicone roof coatings are not perfect – no type of roof coating is. It has its inherent flaws. As a contractor, property manager, business owner, or simply a concerned property owner, you should know how silicone roof coatings can fail and the most common problems associated with them. 

That way, you will know what kind of maintenance your roof needs and whether or not a silicone roof coating will be suitable for your building in the first place. In the following post, Roofer’s Guild will examine some of the most common silicone roof coating problems.

1) Not All Roof Materials Adhere to Silicone

Right off the bat, this could be a big problem. Not all existing roof materials will adhere to silicone. A lack of adhesion means you will have to remove the entire surface or opt for materials that will stick to silicone. Investing in adhesive materials can drive up your installation costs. 

2) It’s not the Best for Heavy Foot Traffic

An ideal candidate for silicone roof coating is a roof that will not see much foot traffic. There are a couple of problems that can arise if a silicone roof coating is applied to a roof that gets a lot of foot traffic:

  • Silicone becomes slippery than other roof coatings when it gets wet. Such a condition can present a safety hazard for people on your roof. 
  • Frequent foot traffic can damage silicone before it’s time.

Foot traffic may not be an issue for you if your building’s roof rarely gets visitors. If you frequently need roof-top HVAC maintenance, have people working on skylights, or your roof requires a lot of care, this may be a problem. 

3) Compromised Reflectivity

One of the main advantages of getting a silicone roof coating installed is that it can reflect a lot of UV light, saving you money on cooling costs. However, this is not an infallible advantage. Silicone roof coatings tend to attract dirt and dust more than some other materials. Dirt and other build-ups will compromise its reflectivity and negate energy savings. 

While investing in regular roof cleanings can negate many of these concerns, doing so adds more maintenance to your property.

4) It is Limited to Flat Roofs

A silicone roof coating will not work very well on pitched roofs. We know that very few homeowners are clamoring to install a silicone roof coating for their house, but not all commercial roofs are flat. If you have a pitched commercial roof, silicone will not hold up or perform as well as some other types of roof coating systems. 

5) It Typically Has Shorter Warranties

While some other types of roof coatings typically come with warranties that last up to 25 years, the warranty you are likely to get from a silicone roof coating is significantly shorter. You can usually expect a warranty period of only ten years. While some manufacturers/contractors may offer you 15-year warranties for silicone roof coatings, you can also expect to pay more for them. 

6) It is Prone to Tearing

Silicone roof coatings are inherently prone to tearing. They are not as durable as some other types of roof coatings and should not be installed in areas where hail, foot traffic, and abrasion are common. Hail and debris whipped up by the wind could create a tear in the coating and expose the substrate. When a tear occurs, the entire coating can become compromised. 

Tears can occur in many ways, including hailstones, heavy tools hitting the surface, pest infestations, falling debris from trees, and more. 

7) They are More Expensive

One of the most unattractive silicone roof coating problems is that it is typically more expensive to install than other materials. For example, the typical cost to install a silicone roof coating is around $2 to $3.50 per square foot. On the other hand, the average price to install an acrylic roof coating is only about fifty cents to a dollar per square foot. 

Since they need to be cleaned more and are more prone to tears, silicone roof coatings are also more expensive than other coating options. When it comes time to replace your silicone roof coating, you are likely to pay more because the entire surface may have to be removed depending on the replacement materials.

8) Silicone can be Difficult to Install

The fact is that a lot of roofers don’t like to work with silicone because it is messy and difficult to apply correctly. Many contractors that do offer silicone coating installation have undergone special training, which will drive up the cost of installation once again. 

On the other hand, when you have an inexperienced contractor installing a silicone roof coating, you could face more problems. That’s because improperly installed silicone roof coatings can damage your roof. 

Elastomeric Roofing + Roof Coatings

Elastomeric Roof

Elastomeric roof systems have a lot of benefits for commercial business owners and property managers. However, no roof coating is without its flaws. You may be considering an elastomeric roof coating for your building but before you pull the trigger, be sure to read the following post. 

Today, we will discuss the merits and shortcomings of elastomeric roofing systems, what they are, and the available different types. If you don’t have time to read through the entire post but still need elastomeric roof information, be sure to give us a call or message us here at Roofer’s Guild

What is an Elastomeric Roof?

An elastomeric roof is a liquid spray coating. It is typically made of acrylic resins and polymers, and titanium dioxide. Different people will define an elastomeric with other qualities. It’s really about which of those qualities are most important to whoever describes them.

The liquid is typically sprayed on a roof to shore up any leaks or cracks. Another defining feature of elastomeric roofing systems is that they make the roof a monolithic structure. Such a structure means that the elastomeric layer is a single membrane that coats the entire roof.

What are the Advantages of An Elastomeric Roof?

  • Waterproofing: One of the essential advantages of an elastomeric roof coating is that it adds a waterproof layer to new and old roofs. 
  • Versatile Application: You can apply an elastomeric coating to a new roof. Frequently, however, people opt for an elastomeric roof coating because their existing roof has leaks. Elastomeric coatings work to fill and shore up existing leaks on old roofs. They can be installed in almost any weather, too – adding to their versatility. 
  • Negate Re-roofs: Adding an elastomeric coating to your old roof is one way to negate the need for costly repairs or an entire re-roof. Be aware that not all roofs are good candidates for elastomeric coating as an alternative to a re-roof. In some cases, though, you can save a lot of time and money by simply adding an elastomeric coating. 
  • Save on Utilities: Because elastomeric coatings contain titanium dioxide pigments, they reflect UV light from your roof. UV reflection helps to keep your roof and your building cool when it’s hot. Typically, an elastomeric roof will help you cut down on your building’s cooling costs. 

What are the Disadvantages of an Elastomeric Roof?

  • Installation: You have to work with someone who knows what they are doing. Elastomeric spray will adhere to and fill up any fissures in your roof: this includes any vents and drainage openings. If your contractor is not careful, they can cause drainage clogs and endanger your entire building. 
  • Susceptible to Pooling Water: Some types of elastomeric roofing systems don’t hold up very well against pooled water. That’s why these elastomeric roofing types are reserved for pitched roofs. 

Types of Elastomeric Roofing

There are different types of elastomeric roof coatings. Some are better suited for hot conditions, other for cold. Others should be applied to flat roofs, while others work best for pitched roofs. Here is a breakdown of the most common types of elastomeric roof coatings:

  • Silicone: Silicone is a versatile and straightforward type of elastomeric roof coating. That’s because it can be applied right on top of an existing silicone roofing layer without removing the original coat. Silicone roof coatings are typically applied to polyurethane foam roofs and can repair certain types of damage. 
  • Acrylic: Acrylic coatings are water-based. They should only be applied to pitched roofs. That’s because pooling water can essentially turn the coating back to a liquid and render it not only useless; but a hazard to your entire roofing system. Acrylic sprays are typically 48% water! As such, you have to be careful when you apply these coatings. If it is too cold outside, the coating can freeze up. 
  • Urethane: Urethane roof coatings are desirable in areas where high winds are expected. If falling and wind-blown debris are a factor where you live, your best bet is probably a urethane roof coating. That’s because they offer the highest degree of impact resistance of any elastomeric roof coating. There is a catch, though: urethane roof coating typically costs between $40 and $65 per gallon. 
  • Polyurethane: Polyurethane coatings are typically reserved for EPDM roofing. While EPDM is very durable, it isn’t invincible. So polyurethane coatings are often used to weatherproof EPDM roofs and shore up small leaks. Polyurethane roof coatings also work very well with single-ply roofs. 

Application Tips

  • Check for Weather: Although elastomeric roof coatings are versatile, for the best results, you should apply when the weather is sunny and dry. The temperature should be between about 58 and 78 degrees. Of course, do not apply when it is raining, dewy, exceptionally moist, or humid. 
  • Let it Sit for a Day: The coating will need some time to cure so be sure to stay off the roof entirely for 24-48 hours. However, some products may take a week to cure. Be sure to check the instructions carefully.
  • Hire a Professional: Elastomeric coatings should not cover up some leaks and cracks. If you are ever in doubt about the size or severity of a leak, it is always a good idea to call a professional roofing contractor.

Roofing Substrates: The Definitive Guide

Roofing Substrates

You may have heard the term “roofing substrates” in passing. But do you know what it means? It’s not all that complicated. 

What is a Roofing Substrate? 

A roofing substrate is any structure onto which you can install a roof coating or roofing system. It’s sort of like the support system for the roofing that you can see with the naked eye. 

There are many different types of roofing substrates available, depending on what kind of building you have and what type of roofing system you want to be installed on top of it. As such, you may have many questions regarding which type of roofing substrates would be best for you. So in today’s post, Roofer’s Guild will talk about different roofing substrates and explain their pros and cons. 

Types of Roofing Substrates

To understand roofing substrates, you have to start with the basics. A roof isn’t just the planks of wood on top of your house or commercial building. It is made up of many layers. A lot of people don’t realize that their shingles aren’t the core of their roofs. Commercial coatings and shingles are just means of waterproofing or insulating a building. 

Roofers must install waterproofing layers and membranes on top of something (to be secured) because the surface they are attached to is the roofing substrate, sometimes called rigid sarking, roof decking, or underlayment. If everything is as it should be, you should never see your roofing substrate. 

Roofing substrates need to be moisture-resistant (although no fully waterproof), so they are typically made from timber boards, OSB, or plywood. 

While roofing substrates are not necessarily needed to provide waterproofing protection to the building, certain types can offer this and other types of security – such as seismic uplift protection. The primary role of a roofing substrate is to provide a solid frame onto which you can secure the weatherproofing layer of the roof.

There are lots of options when it comes to roofing substrates, though. Depending on where you live, you may be limited to certain types based on local building codes. Here is a list of the most common types of roofing substrates.


Plywood is a prevalent material used to build roofing substrates. The benefits of plywood roofing substrate are that it is an affordable material and relatively easy to install. However, while most contractors worth their salt will easily handle plywood substrate installation, they still must exercise caution.

That’s because the downside to plywood substrates is that a 1/8″ gap needs to be allowed, or else the panels will buckle. There are also some inherent weaknesses with plywood. Over time, they can become delaminated, and the boards will begin to pull apart. 

SPF Substrates

SPF stands for Spray-In-Place Foam. It hasn’t been used for very long as a roofing substrate, but it works well with Conklin roofing systems. One of the main benefits of this type of roofing substrate is that roofers can use it to impart a pitch to a flat roof. It also works well as a roof insulator. The downside of this type of roofing substrate is that it needs to be reinforced to avoid degradation from ultraviolet light. Another downside is that it depends on the quality of foam installation laid down beforehand. 

Solid Timber Boards

Solid timber boards are usually made from a naturally durable and water-resistant species of wood. They can also be treated with a preservative. The good thing about stable timber boarding is that it provides remarkable resistance against warping if done correctly. Warping and shrinkage usually occur when plain-edged panels are used instead of jointed panels. 

When plain-edged panels are used, solid timber boards are prone to shrinking and warping. While plain-edge panels are cheaper, jointed panels will provide more protection in the long run. 


Concrete can also be used for roofing substrates. They are most commonly used for multi-story buildings. By far, the best thing about concrete for roofing substrates is that they provide outstanding structural integrity. Also, as mentioned earlier, they are ideal for multi-floor buildings. 

One of the downsides of using concrete for your roofing substrate is that you are limited in what type of roof coatings you can use. In general, you should only cover concrete substrates with non-bonded or partially bonded coating systems. 


There are several metal roofing substrate materials on the market. However, the most common and practical are aluminum and galvanized steel. Metal roofing substrates are commonly used in commercial construction as they provide strength and durability for more significant buildings. Aluminum is especially beneficial to use as a substrate in areas with high humidity due to its inherent moisture resistance. Aluminum is also lightweight (doesn’t put a lot of stress on the building structure) and strong (provides a solid base for most types of roof coatings). 

The downside to metal roofing substrates is that they do not provide a continuous surface. As a result, they typically have to be used to supplement timber substrates. 

Get Help With Roofing Substrates

Whether you are installing a new roofing substrate or needing repairs on your existing one, you must work with a professional. Your building – whether it be your home or your business – is too important to leave in the hands of amateurs. In addition, a compromised roofing substrate can detriment the structural integrity of the entire building. 

That’s why we encourage you to work with a professional roofing company. At Roofer’s Guild, we provide marketing services for professional roofing contractors from around the country. You can find a local contractor on Google search who will install or repair your roofing substrate professionally – no matter what type you need/have. So start searching now.

5 Cool Roof Materials for Commercial Buildings

Cool Roof Materials

When it comes to choosing a cooling system, there are a number of materials available that will make it easier to keep your home cooler for longer without having to spend a ton of money on running an HVAC system, particularly during the hottest months of the summer.

The thing is, there are a number of different materials that are available that can provide that “cool” roofing experience. Determining which cool roofing material is the best option can go a long way towards making your home more efficient and saving on those HVAC bills going forward.

So, how do you know which “cool” roofing material to choose from? Here is a guide to five of the best “cool” roofing materials out there. Each comes with a description of just what that roofing material is, how it is installed, and how it can have the greatest impact on your current roofing system as well as the impact that it can have.

Coated Roofs

This is a roofing material that is quite literally coated with a paint-like finish. This is done to enhance the roof’s adhesion, longevity, and durability while also taking the steps to reduce bacterial growth that can lead to mold and mildew.

Cool coatings like this are best for roofs that are low-sloped and are on existing buildings. Best of all, coatings can be added to a multitude of surfaces including gravel, asphalt cap sheet, metal, and other single-ply materials.

Coatings are not just white paint; they are pigmented in a huge array of colors in order to implement different cooling technologies. And each of these coatings are also ENERGY STAR-rated to provide energy efficiency like no other.

This is one of the easier cool roofing materials to implement and can provide the right kind of temperature control to substantially cut down on your heating and cooling costs over the long run. Whatever you spend on the installation, you will begin to make that money back on the savings that you see in your monthly bills.

Foam Roofs

This is one of the easiest installations that you can implement when looking for a cool roofing solution. This is a roofing system that is topped with a foam-like material that is meant to coat existing roofing systems.

One of the biggest issues with switching roofing systems is the removal and disposal of the previous roofing system. This is no longer necessary if you have a foam roof. Best of all, this is a tried and true roofing system that has been around for nearly 50 years.

Foam roofing is not only one of the reliable cool roofing systems available, it is long-lasting and affordable as well. The foam is made from two liquid chemicals that come together to form a flexible yet solid and lightweight material that attaches seamlessly for a water-tight fit.

Foam roofing has proven itself to be totally sustainable by requiring little maintenance and creating even less waste. Keeping temperature control in your home is easier with cool roofing as your current roofing system.

If you are looking for a reliable cool roofing system, a foam roof could be the most ideal roofing system to implement over your current system.

Built-Up Roofs

When it comes to built-up roofing, they provide the kind of system that is made up of several layers of various minerals and materials. When put together, these various layers help to prevent those solar rays projected from the sun from penetrating and entering the building itself.

A common BUR layer will include the base sheet, layers of fabric reinforcement, and a protective surface layer on top. Depending on the building type, cooling strategies for a built-up roof can vary quite substantially.

One of the most popular methods includes embedding reflective materials into coal tar or asphalt in order to reflect those damaging UV rays from the sunlight. There is also another technique that involves topping the built-up roof with a mineral-surfaced sheet that consists of reflective mineral granules or other applied coatings.

Built-up roofing provides an additional layer of protection that other cool roofing systems don’t. Still,  they have the same reflective properties that other cool roofing materials do, keeping your home cooler with far less effort from your expensive HVAC systems.

Modified Bitumen Roofs

This type of roofing system is more commonly known as “Mod-Bit”. It is an asphalt-based roofing system that is similar to the aforementioned built-up roofing systems. Modified Bitumen is meant to accommodate both the warm and cold temperatures of most climates.

When the weather changes, the materials of your roof expand and attract accordingly. Modified Bitumen is more elastic than those built-up roofing systems, keeping them from becoming brittle due to all the expansion and contraction that the changing temperatures cause.

Modified Bitumen is installed in one of four different ways: hot-mopped, torch-applied, cold-applied, or with self-adhesives. The key is that, whatever implementation is used, to create that seamless watertight seal that keeps excessive moisture out of our attics and from hurting the roof.

Modified Bitumen also has the “cool” roof properties that will keep your home cooler with far less effort out of your HVAC system. This means savings to be had over the life of your modified bitumen roof, making it absolutely worth the cost of the installation that is required.

Single-Ply Membranes

These are the kind of roofing systems that are used on low-sloped roofs. These also require far more extensive repairs than the other roofing materials mentioned. Single-ply is prefabricated sheeting that is individually applied to the existing rooftop.

Generally speaking, there are two main types of single-ply roofing: EPDM (Ethylene Propylene Diene Monomer) and single-ply thermoplastics. These are both some of the most common cool roofing materials that are available on the market today.

Both are a bit thinner but definitely more flexible while still providing those cooling aspects that allow you to keep your room cooler without the costly HVAC systems. And that’s the goal of your cool roofing system: to keep your home cooler with far less effort from your HVAC system.