In this episode of Building with Metal, McElroy Metal welcomes John Wilusz, Chief Marketing Officer of Advanced Metal Roofing, to talk about what it really takes to build and grow a successful metal roofing business in today’s market.
From lead generation and customer education to installation challenges and crew management, John shares firsthand lessons on growth, reputation, and adapting to change — insights every contractor and business owner can use.
[00:00] Introduction and Welcome: Host Kathi Miller welcomes John Wilusz, Chief Marketing Officer of Advanced Metal Roofing
[01:30] Company Background and Family Legacy: Discussion of Advanced Metal Roofing's three-generation history since 1966, transition from full home improvement to metal roofing specialization in the early 1990s
[04:00] Geographic Coverage and New Facility: Details about their new 9,000 square foot building in North Hampton, New Hampshire, and service areas covering New Hampshire, Maine, and northern Massachusetts
[06:30] Metal Siding Evolution: Customer-driven expansion into metal siding using standing seam and McElroy Mesa panels for wall applications
[09:00] Competitive Advantages: Family business approach, on-site roll forming capabilities, custom trim work, and partnership with McElroy Metal
[15:00] Historic Farmhouse Project Overview: 1820 farmhouse renovation featuring Matte Black panels for both roof and wall applications
[18:30] Technical Details and Oil Canning Prevention: Discussion of 16-inch panels with stiffening ribs to prevent oil canning
[22:00] Crew Expertise and Retention: The Importance of skilled craftsmen and long-term employee relationships
[25:00] Project Timeline and Winter Installation: Weather considerations and advantages of metal roofing installation in winter conditions
[27:30] Contact Information and Future Plans: Website, social media presence, and expansion plans for increased fabrication capabilities
The Building With Metal podcast recently welcomed John Wilusz, Chief Marketing Officer of Advanced Metal Roofing, for an insightful conversation about the evolution of a family roofing business and the growing demand for metal roofing and siding solutions in New England.
Advanced Metal Roofing represents a remarkable story of generational adaptation in the construction industry. Founded in 1966 as a full-service home improvement company, the business initially focused on traditional materials such as asphalt roofing, windows, and vinyl siding. However, recognizing market trends and customer needs, the company made a strategic pivot in the early 1990s to specialize exclusively in metal roofing, later expanding into metal siding.
Wilusz, who represents the third generation of family leadership, brings a fresh perspective to the 58-year-old company. As he explains, "I try to bring the new age of marketing and our customers' voices into our business so that we can kind of keep things moving and improving." This approach has proven essential as the company navigates changing consumer preferences and technological advances in the industry.
Operating from its newly acquired 9,000-square-foot facility in North Hampton, New Hampshire, Advanced Metal Roofing has strategically positioned itself to serve a broad geographic area. The location provides quick access to both Maine and Massachusetts borders within 15 minutes, enabling comprehensive coverage throughout New Hampshire and into neighboring states. This geographic advantage has been crucial to their growth strategy, particularly as demand for metal roofing solutions continues to expand across New England.
The company's expansion into metal siding came not from internal planning but from customer demand. Wilusz notes that as homeowners educated themselves about building materials, they increasingly requested metal siding options. "The more we kept hearing our customers ask for it, it kind of seemed silly not to do it when we had the full capacity to," he shares. This customer-driven approach has led them to use the same high-quality standing seam and McElroy Metal's Mesa panels for wall applications, providing the same warranties and protection that customers expect from their roofing products.
The aesthetic appeal of metal siding has been particularly strong in the Northeast, where modern country farmhouse designs have gained popularity. Metal board-and-batten and standing seam applications provide the vertical siding look homeowners desire, while offering superior durability in harsh New England weather. Wilusz emphasizes that in a region where cold weather persists for nearly half the year, with significant snow and wind, materials that can withstand environmental challenges make metal an obvious choice.
What truly sets Advanced Metal Roofing apart in a competitive market is their combination of family values and technical capabilities. Wilusz articulates their philosophy perfectly: "We want to do your roof and come back, if you call us back for a barbecue. You should really never have to call us back for anything else." This commitment to lasting relationships extends beyond customers to their craftsmen, many of whom have been with the company longer than Wilusz himself.
The company's investment in equipment and technology demonstrates their commitment to quality. They own their own roll-forming machine and bring 10-foot and 20-foot metal brakes to every job site, allowing them to form panels on-site for precise customization. This capability proves particularly valuable for complex projects, such as the historic 1820 farmhouse renovation Wilusz discusses in detail during the podcast.
This particular project showcases the technical expertise required for high-end metal installations. The farmhouse features multiple roof pitches ranging from a steep 10:12 on the original structure down to 3:12 on porch sections. The homeowners selected matte-black standing seam panels for both roof and wall applications, creating a cohesive, modern aesthetic while preserving the property's historic character.
Wilusz explains that their roll-forming capability allows them to add stiffening ribs to panels, a trademark feature that helps eliminate oil canning—an optical illusion that can occur on flat metal surfaces. The discussion of oil canning prevention highlights the technical knowledge required in metal roofing installation. As Wilusz and Miller discuss, wider flat areas create greater opportunity for this phenomenon, making features like stiffening ribs and striations essential for maintaining aesthetic appeal, especially with dark colors like Matte Black, which can accentuate imperfections.
Perhaps most impressive is the company's approach to workforce development and retention. Wilusz speaks with evident pride about their crews: "Our crews go beyond just being a crew or a roofer. They are true metal craftsmen. They're passionate about what they do, and their ability to manipulate metal is really mind-blowing." This emphasis on craftsmanship over simple installation reflects the company's commitment to quality and helps explain their success in retaining skilled workers in a challenging labor market.
The ability to work year-round, even in harsh New England winters, provides another competitive advantage. Unlike many roofing materials, which are temperature-sensitive, metal roofing can be installed in cold conditions as long as snow isn't falling. This flexibility allows Advanced Metal Roofing to maintain a consistent workflow and meet customer needs year-round.
Looking forward, Advanced Metal Roofing plans to expand their fabrication capabilities in their new facility, bringing more manufacturing in-house rather than relying on shipped materials. This vertical integration strategy should provide even greater control over quality and customization while potentially reducing lead times for customers.
The partnership with manufacturers like McElroy Metal has been instrumental in enabling the company to offer high-quality products at competitive prices. Wilusz emphasizes that these relationships enable them to make full-home metal projects affordable for customers who might otherwise consider them out of reach.
For contractors and building professionals considering metal roofing and siding, Advanced Metal Roofing's experience offers valuable insights. The key to success lies not just in technical capability but also in listening to customer needs, investing in the right equipment, maintaining skilled crews, and building lasting relationships with both customers and suppliers.
As the construction industry continues to evolve, companies like Advanced Metal Roofing demonstrate that traditional family businesses can thrive by embracing change while maintaining core values. Their story illustrates how three generations of leadership can each contribute unique strengths: the founder's vision, the second generation's operational expertise, and the third generation's marketing innovation and customer focus.
The growing demand for metal roofing and siding in residential applications reflects broader trends toward sustainable, durable building materials. As homeowners become more educated about lifecycle costs and environmental impact, metal's advantages become increasingly apparent. Advanced Metal Roofing's success in responding to this demand while maintaining craftsmanship standards provides a model for others in the industry.