4 Key Decisions - Steps 7 & 8: Product Demo and Pre-Close

Thank you for tuning in for this recording of Isaiah Industries 4 key decisions sales presentation. This portion of the sales process comes after steps 1 through 3 have already been completed. Those are the introduction and needs analysis, the exterior inspection, and the interior and attic inspection. In this episode we will cover steps 7 and 8, the product demo and the pre-close. Great, now we are down to the last decision. What product will best meet your wants and needs for years to come? With product you really have 3 categories to consider. Asphalt shingles, metal options, or products used most often on historic properties like slate, shake, or tile. Were any of these historic options on your radar? Asphalt shingles are obviously the most popular out on the market, but you mentioned earlier being curious about metal and whether it might be your ideal solution. Let's start there and see how it fits with your wants and needs. Fact is asphalt would not be the most popular solution if it did not have some advantages, but you're not alone in wondering if there are better alternatives available. Asphalt's primary advantage is it's usually the least expensive option when it comes time to re-roof. We used to call it cheap, but no roofing is cheap these days, so now we say least expensive. This is partly due to the material costs, but also due to the relatively unskilled labor required to install them. As is typical with the least expensive option, it typically has the shortest lifespan. The asphalt roofs we are replacing every day are between 15 to 18 years old on average. When we are serving folks who are only planning to stay in their home another year or two, asphalt shingles probably make the most sense. But that did not sound like your situation. Is that right? I didn't think so. This life expectancy has been trending downward for several years as the composition of asphalt shingles has changed dramatically. 40 years ago when asphalt shingles could be expected the last 25 to 30 years, they were composed primarily of asphalt, an oil-based product. Oil was cheap and as much as desired could be used. The high oil content took longer to evaporate, continuing to repel water, keeping the shingles pliable and preventing them from drying out and losing granules. As oil got more and more expensive, each generation had less asphalt and an increasing amount of limestone filler. Until around 2010 the shingles were only about 25% asphalt and 75% limestone. And with about 1/3 of the asphalt it makes sense that shingles are lasting about 1/3 as long. This transition has been documented in the manufacturer's MSDS sheets. A document every manufacturer must publish to reveal the composition of its product. These are some of the largest manufacturers on the market and they are even allowing for as low as 10% and 15% asphalt. And key officials across the country are taking notice. Here's a quote from the insurance commissioner for the state of Florida. It's probably time to look past asphalt shingles. You know these products that are guaranteed the last for 30 years? They don't last for 30 years? They just don't. What has been interesting though is as the life expectancy of asphalt shingles has decreased, the warranties have increased. Shingles are no longer described as 20 or 30 years shingles, but rather most are marketed with lifetime warranty. It sounds like the marketing team rather than engineers might be writing the warranties, don't you think? But when you dig into the fine print, despite the term lifetime, very little is covered. Estetics in Hale are not covered. If there's a wind warranty, it's only for 10 or 15 year period after installation. If they're not covering aesthetics or Hale after the wind warranties up, what are they actually covering? We found roofers around the country discussion, discussing this contradiction in one of their Facebook groups. Here are their responses to the initial posts asking how roofers can promote these long warranties. And when scrolling through, we found comments like 50 years is a joke. 30 year shingles don't last 30 years. Warranties are totally marketing. It's all smoke and mirrors, gimmicks and games. It will catch up to you. Forget the made up warranties. It looks like working with these products day in and day out. These guys doubt the claims as well. Does an asphalt shingles sound like your ideal solution? You sound like other homeowners we have talked to who are considering their metal options. As we consider those options, there are of course a few additional decisions that must be made. The first is, do you prefer the look of standing seam or the look of shake, slate or shingles that can be achieved with metal shingles? Did you have a particular style in mind? Now, as an aside, taking a pause, if this is where if you wish to dissuade them from standing seam, if they say they'd like the look of standing seam, we then have this section where you educate them on oil canning. Standing seam can be a great roof and is a popular look for modern-styled homes. We can certainly take a look at that option, though we are always sure to warn folks of the potential for something called oil canning. As the majority of a standing seam panel is just flat metal over the roof deck, it is much more susceptible to crimps, ripples and minor indentations. In the industry, this is called oil canning. This can be present on day one due to fasting methods or imperfection in the decking, or can happen later on as the panels expand and contract day after day. Manufacturers and contractors use several methods to try and prevent oil canning, whether adding stiffener ribs to the middle of the panel or using back or rod behind the panel during installation, but nothing is quite foolproof. How obvious it is depends largely on the angle at which the sunlight hits the roof. These two pictures were taken one hour apart. The only change was the angle of the sun. These pictures were taken at the same time, but from different angles, looking at the roof. As you can imagine, many homeowners are not too pleased when their new expensive roof looks like this, which is forced the metal construction association to make a statement. Many uncontrollable factors contribute to oil canning, and no panel manufacturer, fabricator or installer can assure the total prevention of oil canning on any given project. Oil canning should not be grounds for panel rejection. Based upon this information, is this a risk you're comfortable with, or would you prefer to take a look at metal shingles? Now, and pause again, we're going to go the metal shingle route, then through the rest of the presentation. Even with metal shingles, there's a wide range of quality and performance on the market. A significant difference between the low end, temporary metal shingles, and more permanent solutions, is how they are fastened. The cheapest metal roofs are systems that come in large sheets that overlap one to the next, and are fastened simply by screwing or nailing through the face into the structure. They install fastened installers appreciate the lack of precision that's required. All is fine initially, but the problem is the long-term performance of that fastener. By screwing directly through the metal, the system does not allow for the expansion and contraction of the metal as it heats up every morning and cools down every night. As the panel moves and the panel moves and works against that fastener, the hole eventually becomes wallowed out and the screw begins backing out. A washer might help initially, but it dries out and cracks and eventually falls away. Now you are left with an exposed screw in two large of a hole, definitely a potential leak point. And there are 5,000 screws in the average roof. Here's a quick video showing how those screws look 10 to 12 years down the road. The alternative is a metal roof that is fastened with concealed fasteners, where the panels are fastened with clips or integrated fastener flanges, and then you can see the whole process of the metal roof. And then concealed by subsequent panels. It doesn't install nearly as fast, but most folks prefer the look of concealed fasteners. You don't see 5,000 nails or screws once the roof is installed. And those fasteners are permanently protected from moisture, which sounds like the better option to you. Another key difference is how the shingles are installed once to the next. Do they simply overlap on the sides or do the shingles lock together? Instalers like overlapping panels because they are faster to install. You simply slap the panel down and screw through it into the roof deck. The trade-off is overlaps are much more vulnerable to damage from foot traffic, hail, or structural settling, compromising their water and wind resistance. Doesn't take much of a gap for wind or water to get in, does it? The alternative are panels that interlock on all four sides. So once installed, every panel is supported by all the panels adjacent to it. It would take dramatic damage or structural settling to cause the lock to disengage. And aesthetically interlocks also tend to be much less noticeable. Once the roof is installed, as you can imagine, it does take longer to secure the panels, so they typically cost a bit more. Which sounds like the best option for you. The final consideration is the type of coating that will perform best for you. With metal shingles, we have two types of coatings to consider. The first is called a stone coating. This is the same granular coating used on asphalt shingles, but instead applied to a metal shingle. They have some great looking color blends and functionally the roof will perform better than asphalt. The drawback is, because it's the same coating as on asphalt shingles, this style of metal roof also suffers from the same degranulation and orr. The water-based adhesive breaks down in the wet and hot roof environment, and the highly textured granules hold dirt that eventually grows mold, mildew and moss, dramatically decreasing the roof's cosmetic life. You can see how this homeowner with a stone-coated roof still has to clean granules out of their gutters. In addition, as the coating is not very malleable, it is essentially rocks after all. A stone-coated roof does not interlock on the sides and often has exposed fasteners, making it susceptible to future functional issues as well. Manufacturers will provide you with a patch kit you can use on down the road if you would like to get up there with some new granules and a bottle of glue. Ironically, the kit clearly states to protect from freezing, though. Wonder how that will work up on the roof in the wintertime. What do you think, Mr. Mrs. Smith? Does this appear to be the right choice for you? Okay, so then that puts us into the category of painted products. Your choice is now between silicon polyester and Kynar paint finishes. These names refer to resin chemistry. The resin is in the paint, really is what determines its quality. It protects the pigments from UV exposure and adheres the finish to the substrate. There really is no dispute in the industry, polyester is the entry level in Kynar is top of the line. It just comes down to what level of performance is acceptable to you. It will be between 5-10 years when you notice polyester fading while it will be 30+ years with Kynar. The warranties and price correspond with this difference in performance. Even if the numbers of years are the same, polyester warranties have a much wider fade-in chalk tolerance. Here are pictures from a couple of K studies showing the difference. This study installed wall panels all in the same color, but with different resin chemistries. Siliconized polyester performed well compared to previous generations of polyester, but see how Kynar performed after 14 years. The difference will be even greater on a roof as it is much more exposed to UV. In this test, they installed roofing panels in the same green, but some Kynar and some siliconized polyester. And this was the difference in. In this test, they installed roofing panels in the same green across the roof, but some were Kynar and some were silicon polyester. And this was the difference after 8 years of exposure. Would the performance of polyester be acceptable? Or do we need to stick with Kynar options? We hear the same from most of the homeowners we have the pleasure of serving, which has led us to carry a few metal shingle options that best check these boxes. This is where then you slide through the product slide of those from Isaiah Industries you have chosen to offer, and then we come back with a summary of the Isaiah Industries warranty. Castlewood would look beautiful on your home, Mr. Mrs. Smith. What I love about these products though is not only are they gorgeous and you will enjoy pulling in the driveway every day, but they also provide unmatched long-term security and reward. A key reason we have chosen to offer these products is they are backed by the roofing industry's strongest warranty. Isaiah Industries understands every product comes with claims of superior performance, so to give homeowners the confidence in investing in a premium metal roof, they offer the strongest warranty in all of roofing. The original owner receives a true lifetime warranty from the date of installation with never any change in coverage or protection. They live in the home for 75 years, their warranty is in effect for 75 years. As we discussed, there are many lifetime warranties out there, so you must read the fine print to really learn how confident the manufacturer is in their product's performance. Isaiah guarantees their products will withstand winds up to 120 miles an hour, with no exclusions for hurricanes or tornadoes unlike other roofing warranties. They are the only roofing manufacturer to guarantee their products will never leak due to hail of any size, and the paint finish carries the industry leading 30-year fade-in chalk warranty and a lifetime warranty against peeling, chipping, cracking, etc. If the roof were to ever fail to perform to these guarantees, the homeowners protected up to the installed value of the roof for the entire life of the warranty, meaning the warranty does not pro-rate or decrease in protection over time. If a warranty claim were to arise, Isaiah will cover the material and labor to repair or replace the roof. Other roofing warranties allow for the manufacturer to simply refund the original purchase price of only the material, always a much smaller amount than the cost of the repair and the cost of what the homeowner paid originally. And lastly, subsequent owners receive a 40-year warranty from the date of install. The warranty is transferable and unlimited number of times within 40 years, with again no changing coverage or protection. Many warranties will not transfer to future owners, and if they do, they are only transferable once or twice. Manufacturers know the average home sells every 7-8 years, so if the warranty only transfers once, they only carry liability for 14-16 years on average. Isaiah is maintaining 100% of the liability up to the installed value of the roof for 40 years no matter how many people on the home. That is unheard of. Have you found any other warranties that compare? Does this sound like a manufacturer in a product you can trust? Most of us make wise decisions when it comes to our finances, and if we are to spend more than the minimum, we require a return on that investment in the future. Thankfully, these premium metal roofing solutions offer a significant return, and you'll be dollars ahead in just a few years. First and foremost, you will eliminate all future roofing expenses, no longer having to burn money on costly repairs or replacements. Like we discussed earlier, no roofing project is cheap, project is cheap these days, and the costs are only rising. Home wise is an online service that tracks the average cost of all kinds of home improvement projects by region. Its current data shows an asphalt roof cost between $606 and $884 per square to install, which would be roughly this number for your roof. This is about double what homeowners remember paying for their last asphalt roof, and especially in today's inflationary environment, most of us are bracing for costs to double again over the next 15 to 18 years. If we can install a permanent metal roof today, you are insulating yourself from significant future expenses. Beyond saving you from future roofing expenses, a premium metal roof can start making you money the day it is installed. First, the industry has found that after installing a metal roof and fixing and fixing a home's attic ventilation, homeowners lower their energy bills by up to 25%. I have a quick video to explain how. How much do you think you would save? Let's project the value of those savings as well, because energy costs are increasing by about 4.5% per year on average according to the US Bureau of Labor Statistics. So that 4.5% increase means you will save even more next year and the year after that and every year thereafter. So if you save $750 a year today, that's not $750 times 20, factoring in that compounding increase over the next 20 years, that means you are saving over $25,000 in future energy bills. Secondly, a premium metal roof can add a significant portion of its value back to the value of the home. The Cost vs Value Report is a yearly report in the home improvement industry measuring the resale value of various projects, the percentage of the project's cost that is added to the value of the home. Year after year, metal roofing ranks near the top, with the most recent report finding it adds over 50% of its cost to the value of the home. So whether the metal roof will cost $40,000 or $60,000, 50% of that is added to the value of the home. That's a significant amount, but let's project that value over 20 years as well. Because we know that home values are increasing by 4.7% per year according to the Federal Housing Finance Agency. We have then have this chart to help us account for that compounding benefit of the appreciation because the value we add today is going to appreciate as the rest of the house value appreciates at that rate. So if the project costs 60,000 and we're adding $30,000 in value to the home, that's not $30,000, 20 years from now, that 30,000 turns into over 75,000. Does this sound like a wise investment to you, Mr. Mrs. Smith? Do you think we have determined your ideal product? In that case, we have made our last key decision to make sure we're all on the same page. We're a company that you would trust and enjoy doing business with. And the combination of our roof aqua garden underlaments, high flow, Ridge vent and castle wood. Shingle is the solution that best meets your wants and needs. So other than making this fit comfortably within your budget, is there any reason we couldn't move forward and do business together today? And from there, we roll into our price presentation and closing.