Episode 40: Why Metal Roofing? Insights from Metal Roofing Alliance

Renee Ramey, Executive Director of the Metal Roofing Alliance, discusses the dramatic growth of residential metal roofing from 3% to 17% market share, with goals to reach 20% by 2030. Key drivers include energy savings of 5-40%, superior weather resistance, infinite recyclability, and growing sustainability awareness.

Regional growth is accelerating in extreme weather areas like Florida and the West Coast, and insurance companies increasingly offer discounts for metal roofing's longevity and protective benefits. Despite growing homeowner demand, contractor shortages limit growth potential. Training resources and trade shows provide pathways for contractors to enter this profitable, less competitive market segment.

  • 23 min

Episode 40 Why Metal Roofing? Insights from the Metal Roofing Alliance

The Building with Metal Podcast – Presented by McElroy Metal

Play

Notable Quotes

Renee Ramey on Market Growth: "When MRA first came into existence, metal roofing amounted or resulted in about 3% of the roofing that went on homes in the United States... since then, the latest statistics, we've changed some research partners here in the last couple years, but it's been as high as 17% market share."

Renee Ramey on Sustainability: "Metal is a, it can be recycled infinitely. Which means that the metal roofing that goes onto a home is made of recycled content a lot of times, at least a portion of, and is a hundred percent recyclable at the end of its life."

Renee Ramey on Industry Reality: "Metal is becoming so popular with homeowners and we are seeing that that desire to get a, uh, at least information, if not install a metal roof on your home. And there's just not enough contractors to keep up with the demand and it is starting to impact our ability to grow market share."

What You'll Learn

• How metal roofing market share has grown from 3% to 17% and the path to 20% by 2030
• The sustainability advantages of infinitely recyclable metal roofing versus landfill-bound asphalt shingles
• Energy savings potential ranging from 5% to 40% through cool roofing technology and reflective paint systems
• Regional market trends driving faster adoption in extreme weather areas like Florida and the West Coast
• Insurance benefits and discounts available to metal roofing homeowners across different states
• Why contractors face higher profit margins in metal roofing due to less competition and premium positioning
• Training resources and pathways for contractors wanting to enter the metal roofing market
• How extreme weather events and regulatory changes are accelerating metal roofing adoption
• The role of trade shows and manufacturer partnerships in building metal roofing expertise

Key Timestamps

[0:00] Introduction and Guest Background

• [3:15] Market Growth and Statistics
• [6:20] Driving Forces Behind Metal Roofing Adoption
• [9:45] Sustainability Advantages
• [12:30] Energy Savings Discussion
• [16:10] Regional Market Trends
• [19:25] Florida Insurance Commissioner and Regulatory Changes
• [22:40] Insurance Benefits and Discounts
• [25:55] Warrior Village Project
• [28:10] Contractor Shortage and Industry Challenges
• [31:20] Getting Started in Metal Roofing

• [34:45] Trade Shows and Networking

• [36:30] Contact Information and Wrap-up

Mentioned Resources

• Metal Roofing Alliance (MRA) - support@metalroofing.com
• Metal Construction Association (MCA)
• National Roofing Contractors Association (NRCA)
• McElroy Metal Find a Contractor Program - Partner lead generation system
• Metalcon (late October, Las Vegas)
• International Roofing Expo 2026
• Warrior Village Project

Something remarkable is happening in America's neighborhoods. Drive through any residential area today, and you're likely to spot something that would have been rare just a decade ago: homes crowned with sleek metal roofing that looks nothing like the industrial barn roofs of the past. This isn't just a design trend—it's a full-scale transformation of how Americans think about protecting their homes.

The numbers behind this shift are staggering. Renee Ramey, who leads the Metal Roofing Alliance, has witnessed this revolution firsthand. When her organization first started tracking the market, metal roofing barely registered on the residential scene, accounting for just 3% of all new roof installations. Fast forward to today, and that number has exploded to 17% in some markets—a growth story that reads more like a tech startup than a traditional building material.

A Market in Motion

What's driving homeowners to make this switch? The reasons are as varied as the families making these decisions. Take energy costs, for instance. While your neighbor might be cranking up the air conditioning and watching their utility bills soar, homes with quality metal roofing systems are seeing energy savings anywhere from 5% to 40%. That's not just pocket change—for many families, it's the difference between struggling with summer electric bills and having breathing room in the budget.

The technology behind these savings is fascinating yet straightforward. Modern metal roofing uses advanced paint systems that essentially tell the sun to take its heat elsewhere. Instead of absorbing solar energy and turning your attic into an oven, these "cool roof" systems reflect that energy right back into the sky. It's like having a giant mirror protecting your home, but one that looks great and lasts for decades.

Ramey's organization has set what might seem like an ambitious goal: capturing 20% of the residential roofing market by 2030. But given the current trajectory, she's confident they'll get there. "We believe there's tremendous growth potential for metal roofing in residential applications," she explains, and the market trends certainly support her optimism.

Breaking Down Barriers and Myths

Perhaps the biggest hurdle the industry has faced is the persistence of outdated perceptions. Many homeowners still picture metal roofing as those ribbed, industrial-looking panels you'd see on warehouses or farm buildings. The reality couldn't be more different. Today's metal roofing can mimic virtually any traditional roofing material—from classic asphalt shingles to elegant slate tiles, from rustic wood shakes to Mediterranean clay tiles.

"That old stereotype just isn't true anymore," Ramey emphasizes. "Metal roofing can look like any other roofing material out there." This aesthetic flexibility has opened doors to neighborhoods and architectural styles that would never have considered metal roofing in the past.

Beyond appearances, the environmental story resonates deeply with today's homeowners. Metal roofing offers something that traditional asphalt shingles simply can't match: infinite recyclability. When a metal roof reaches the end of its service life—which typically spans 40 to 70 years—every single piece can be recycled into new products. Compare that to asphalt shingles, where roughly 90% of the material ends up buried in landfills, and the choice becomes clear for environmentally conscious families.

When Mother Nature Gets Serious

Climate change isn't just an abstract concept for homeowners in Florida, California, or the Gulf Coast—it's a reality that shows up in their insurance premiums and sleepless nights during storm season. Metal roofing's growing popularity in these regions isn't coincidental; it's a direct response to increasingly severe weather patterns.

In hurricane-prone areas, the performance difference is dramatic. Quality metal roofing systems undergo rigorous testing and can withstand winds up to 140 miles per hour. That's the difference between filing an insurance claim and sleeping soundly while the storm passes overhead.

On the West Coast, where wildfire smoke has become an annual rite of summer, metal roofing offers a different kind of protection. Those glowing embers that can travel for miles on the wind—the ones that turn neighborhoods into infernos—simply can't ignite a metal roof. "You're adding that crucial safety factor to your home," Ramey notes. "Your roof isn't going to catch fire."

Insurance Companies Take Notice

The insurance industry has a way of cutting through marketing hype and focusing on cold, hard data. And that data increasingly favors metal roofing. Insurance companies across the country are offering discounts and rebates to homeowners who choose metal roofing, recognizing that these installations represent lower risk.

The logic is straightforward: when a roof fails, everything inside the home becomes vulnerable. Water damage, structural issues, destroyed belongings—the costs add up quickly. A roof that can better withstand storms, fire, and time itself means fewer catastrophic claims and lower overall risk.

This trend reached a dramatic peak in Florida following recent hurricane seasons. The state's Insurance Commissioner made public statements questioning whether traditional asphalt shingles could adequately protect homes in the state's most vulnerable areas. Some insurance companies have gone further, requiring roof replacements before they'll provide coverage on homes with aging asphalt shingle roofs.

The Contractor Puzzle

Here's where the story gets interesting from a business perspective. The demand for metal roofing is growing so rapidly that it's creating an unexpected bottleneck: there simply aren't enough qualified contractors to keep up. This shortage is beginning to limit the industry's growth potential, but it also represents a significant opportunity for contractors willing to expand their capabilities.

"Metal is becoming incredibly popular with homeowners," Ramey observes, "and we're seeing tremendous interest in getting information about metal roofing. The challenge is there just aren't enough contractors to meet the demand, and it's starting to impact our ability to grow market share."

For contractors, this represents a golden opportunity. Metal roofing typically commands premium pricing due to its specialized nature and superior performance characteristics. The barriers to entry aren't particularly high—most roofing contractors already have the basic tools needed. The main requirement is training and skill development, resources that are readily available through industry organizations and manufacturers.

Learning the Trade

The path into metal roofing doesn't require contractors to reinvent their entire business model. The Metal Roofing Alliance, along with organizations like the Metal Construction Association and the National Roofing Contractors Association, provides comprehensive training resources. However, Ramey recommends starting with manufacturer-specific programs.

"Most manufacturers offer training programs or installation guides," she explains. "It's valuable to get specific training in the products you're going to install rather than just general training." This focused approach ensures contractors understand the particular nuances and specifications of the systems they'll be working with.

The learning curve isn't insurmountable, but it does require dedication. Metal roofing installation involves different techniques and considerations compared to traditional shingle work. Proper fastening, thermal movement accommodation, and weather sealing all require specific knowledge and attention to detail.

Building Communities

The metal roofing industry's growth story extends beyond profit margins and market share. Projects like the Warrior Village demonstrate how industry collaboration can serve broader social purposes. This initiative brought together manufacturers, contractors, and volunteers to provide durable roofing for veteran housing, while simultaneously creating training opportunities for high school students interested in sheet metal work.

These community-focused projects highlight the industry's understanding that sustainable growth requires workforce development and social engagement. By partnering with educational institutions and providing hands-on learning opportunities, companies are addressing long-term labor needs while contributing meaningfully to their communities.

The Road to 2030

Looking ahead, the path to 20% market share seems not just achievable but inevitable. Multiple powerful forces are aligning to drive continued growth: increasingly severe weather events, rising environmental consciousness among consumers, escalating energy costs, growing insurance industry recognition, and potential regulatory changes in high-risk areas.

The primary challenge remains workforce development. Trade shows like Metalcon and the International Roofing Expo serve as crucial networking and education hubs for contractors considering entry into the metal roofing market. These events provide opportunities to see the latest products, learn about installation techniques, and connect with manufacturers and suppliers.

As extreme weather becomes more frequent, as energy costs continue climbing, and as environmental considerations become increasingly important in consumer decision-making, metal roofing's value proposition only grows stronger. The industry stands poised for continued expansion, limited primarily by its ability to develop the skilled workforce necessary to meet surging demand.

This metal roofing revolution represents more than just changing market statistics. It reflects a fundamental shift toward more durable, sustainable, and performance-oriented building practices that benefit homeowners, communities, and the environment alike. With proper focus on workforce development and continued education efforts, the path to 20% market share by 2030 appears not just possible, but highly probable.

The transformation is already visible in neighborhoods across America. What started as a niche market serving primarily rural and commercial applications has evolved into a mainstream residential choice that offers superior protection, energy efficiency, and environmental responsibility. For homeowners facing an increasingly uncertain climate future, metal roofing represents security, sustainability, and smart financial planning rolled into one long-lasting investment.