What makes a metal roof last—and what installation mistakes can shorten its life? Edward Montemayor of South Texas Metal Roofing joins Building With Metal to share lessons from years in the field. We talk about common installation mistakes, roofing in the demanding South Texas climate, finding skilled labor, producing panels in-house, and what separates great metal roofing contractors. Edward also shares why, despite years of experience, McElroy Metal’s installer certification training still taught him something new.
Edward Montemayor: "The biggest mistake in the industry is flashings. That's your first line of defense: counter flashings, chimney flashings, and step flashings. Those take a little more detail, and I've seen a lot of guys want to rush things."
Edward Montemayor: "We have very high salinity in our ocean, so it doesn't take a hurricane or storm for the environment to beat up a roofing system."
Edward Montemayor: "The misconception is that just because you're putting a metal panel on your house, you automatically have a 50-year roof. You could potentially have that, but if it's installed incorrectly, it will fail and cause issues."
[00:04:23] Lead generation: local referrals, yard signs on every job, a $250 to $300 referral check, and daily social posts
[00:06:14] Coastal conditions: salinity, FORTIFIED deck taping, treating cut corners with PVDF touch-up paint, and a hailstorm that shifted the business to 70% residential
[00:08:37] The roof as a full system: 316 stainless steel, no galvanized or zinc-plated parts, and custom aluminum or stainless roof jacks
[00:10:35] Quality control across the Coastal Bend and how the company holds on to skilled installers
[00:12:36] Roll forming on site versus buying factory panels, 250-foot panels, and McElroy Maxima projects
[00:14:51] The five-year inspection: flashings and penetrations first, then thermal movement, clips, and over-tightened fasteners
[00:17:19] What's next: FORTIFIED roofing, IBHS, and the overlap with Texas Windstorm certification and TWIA
[00:19:19] What the industry gets wrong about metal roof lifespan, and why McElroy requires .080-inch aluminum curbs on weathertight warranty projects
Mentioned Resources
[00:00:17] Kathi Miller: Edward, what's one thing contractors can do on a metal roof that shortens the lifespan of that roof?
[00:00:23] Edward Montemayor: The biggest mistake in the industry is flashings. That's your first line of defense: counter flashings, chimney flashings, and step flashings. Those take a little more detail, and I've seen a lot of guys rush them.
[00:00:41] Edward Montemayor: Those are areas where water infiltrates, gets into the system, and gets under your panels. Then you can have issues from moisture being trapped in there.
[00:00:51] Kathi Miller: We always say that a metal panel itself doesn't leak, right? It's all the conditions around it. So you're exactly right.
[00:00:57] Kathi Miller: Edward, you and your family have been in the roofing industry for decades, yet not that long ago you attended McElroy Metal's certification program. What about that surprised you?
[00:01:08] Edward Montemayor: I think, in general, how great of an experience it was and the tools I took away from it. I've been installing standing seam systems and metal systems for quite some time, but you really learn more about what McElroy does, the panels, and the weathertight warranties. You learn a lot about thermal movement, panel modulation, quality control, and those specific line items that really show you what the system is all about.
[00:01:40] Kathi Miller: One of the other things I always tell people who are going to attend is that you spend two or three days with the people who may actually be inspecting your roof. It's a great opportunity to build that relationship so that, on a future job, you have somebody to contact if you have a question about a certain detail.
[00:01:57] Kathi Miller: Welcome to the Building With Metal podcast. I'm your host, Kathi Miller, and today I'm thrilled to welcome Edward Montemayor of South Texas Metal Roofing. Edward brings a unique perspective because he wears two hats, as many people in family-owned businesses do. He's their operations manager and also leads their marketing efforts.
[00:02:15] Kathi Miller: We're going to talk about what they've learned installing metal roofing in the demanding South Texas climate, the installation mistakes that can shorten the lifespan of a roof, and how they've built and, more importantly, retained a strong installation team.
[00:02:29] Kathi Miller: Welcome to the show, Edward.
[00:02:30] Edward Montemayor: Thank you, Ms. Miller. Thank you for having me. It's a pleasure to be here.
[00:02:34] Kathi Miller: We are really looking forward to our conversation today. Before we get started, can you tell us a little bit about your background and how you ended up in the business?
[00:02:50] Edward Montemayor: My name is Edward Montemayor. I'm the Operations Manager and Marketing Director here at South Texas Metal Roofing. I'm a second-generation roofer in a family-owned and operated business here in the Coastal Bend since 2002. Our bread and butter is lifetime aluminum and metal standing seam systems.
[00:03:09] Edward Montemayor: We also install silicone systems, gutter systems, tile systems, and asphalt shingles. There's still strong demand for asphalt shingles. I got into the industry through my father. He's a little legend down here on the coast. He started out in the early '70s in Houston, Texas.
[00:03:28] Edward Montemayor: He was working for a big company, ABS. Their focus was really aluminum shingles: the Country Manor Shake and Great American Shake, which the industry now knows through Isaiah Industries.
[00:03:42] Edward Montemayor: He was there on the forefront in Houston, working on a lot of those systems before Todd Miller and Isaiah Industries bought out the machinery.
[00:03:51] Edward Montemayor: That was in the early '70s, and then through the '80s and '90s, he came closer to the Coastal Bend because the demand for standing seam metal and aluminum was so huge. That's what brought us here to Corpus Christi, Texas.
[00:04:06] Kathi Miller: How many decades have you guys been in the business between your dad and yourself?
[00:04:11] Edward Montemayor: I would say 50 years' worth of metal roofing.
[00:04:14] Kathi Miller: That's incredible. Kudos to you and your father for making a difference for that long, employing a lot of people, and putting food on tables. That's a huge deal.
[00:04:23] Kathi Miller: With the operations and marketing responsibilities that you have, do you think having both perspectives helps when you think about generating leads and growing a roofing business?
[00:04:35] Edward Montemayor: From so many years of being out there in the field, there's nothing better than local references, real leads from word of mouth or past customers, or simply having your work visible in the community. Two of our biggest priorities are quality installation and customer service.
[00:04:56] Edward Montemayor: Those go hand in hand with the customer experience and the roofing system itself. I don't think anything beats those real leads coming in from a neighbor, word of mouth, a friend of a friend, or somebody in the industry who has worked with you, like a plumber or painter.
[00:05:18] Edward Montemayor: There's nothing better than having those local leads come in through references.
[00:05:22] Kathi Miller: I absolutely agree with that. Do you guys do anything to stimulate referrals? Do you use yard signs while you're working on projects, or do you follow up with people afterward?
[00:05:33] Edward Montemayor: We typically put yard signs on every project we work on, and we also offer a referral program to our customers. Usually, we provide a referral check of $250 to $300.
[00:05:46] Edward Montemayor: That also gives the homeowner a good incentive to keep that sign out there as long as they'd like.
[00:05:52] Edward Montemayor: We do yard signs, and I post on social media daily, just like clockwork. I make it a habit: wake up, brush my teeth, and then I'm on social media posting.
[00:06:03] Kathi Miller: You are on social a lot, and we interact with you a lot. I'm always impressed with how you get that done in addition to all the other hats you wear.
[00:06:10] Edward Montemayor: It just happens with the family business. It kind of falls into your lap.
[00:06:14] Kathi Miller: Let's pivot a little bit. One thing you really bring to the forefront is that you're in such a demanding part of the country. South Texas can be pretty unforgiving. What do you find with the heat, wind, salt air, and storms?
[00:06:29] Kathi Miller: What have you learned, and what do you do differently now than you might have a decade or two ago?
[00:06:33] Edward Montemayor: Here on the coast, there's the moisture and the heat, but a big factor is the salinity in the water. We have very high salinity in our ocean, so it doesn't take a hurricane or storm for the environment to beat up a roofing system. Down here, we usually use aluminum systems with a coastal warranty from great manufacturers.
[00:06:58] Edward Montemayor: Now with FORTIFIED, we're FORTIFIED certified, so ZIP taping all those decks helps with water intrusion and protecting the home. We also pay attention to all the little things, especially the corners. When we cut corners or trims, we treat them because those exposed areas tend to rust first.
[00:07:20] Edward Montemayor: Those corners and trims where you make a cut and typically don't have a hem are exposed areas where the coating has been broken.
[00:07:30] Kathi Miller: What do you do with those corners differently than somebody in a less aggressive environment?
[00:07:34] Edward Montemayor: We prime them and coat them.
[00:07:36] Edward Montemayor: We usually use DuraPon or Fluropon, basically the same paint system offered by the manufacturer.
[00:07:44] Edward Montemayor: They'll usually send us paint bottles with the same PVDF paint system that comes with the material.
[00:07:50] Kathi Miller: You mentioned earlier that even on commercial projects, you put out a yard sign or another sign. If you had to guess, what is your business split between commercial and residential, or does it vary every year?
[00:08:01] Edward Montemayor: Right now, we had a severe hailstorm on November 1 here in Portland and Port Aransas, so that shifted the balance. Typically, we were about 60% residential and 40% commercial. The percentage of residential work increased significantly after this hailstorm because so many homes, shingles, and standing seam systems were damaged.
[00:08:27] Edward Montemayor: Right now, we're probably about 70% residential and 30% commercial.
[00:08:32] Kathi Miller: And you would expect that to settle down again once you're through some of the hail claims, I would assume.
[00:08:36] Edward Montemayor: Yes, ma'am.
[00:08:37] Kathi Miller: Earlier, Edward, you talked about things that can make a metal roof not perform, like counter flashings and in-wall flashings. Beyond flashings, is there anything you've seen that causes a metal roof not to last as long in an aggressive environment like yours?
[00:08:53] Edward Montemayor: I always like to think about the roofing system itself. It is a full system. It's not just a metal panel being installed. Everything is bound together and has to work together.
[00:09:06] Edward Montemayor: Here on the coast, that means staying away from zinc-plated screws and galvanized steel components and sticking with 316 stainless steel.
[00:09:16] Edward Montemayor: We fabricate our own roof jacks, either aluminum or stainless steel. All those components have to work together with the system. We avoid galvanized and zinc-plated components and try to stick with aluminum and stainless steel here on the coast.
[00:09:35] Kathi Miller: I think that's interesting. It really resonates with the fact that your name is on the building, and it has been for 50 years. You're not going to take shortcuts that might make a building last 10 years less.
[00:09:47] Kathi Miller: You're going to do the right thing and take the high road.
[00:09:50] Edward Montemayor: Yes, ma'am.
[00:09:51] Kathi Miller: Beyond that, what else do you think separates you guys from your competitors?
[00:09:55] Edward Montemayor: I think our experience and attention to quality are big factors for us. Back in 1972, my dad was in the Houston Chronicle, and quality was a major part of how he approached his roofing systems. Knowledge never stops. We're always getting certified, becoming FORTIFIED, updating our roofing licenses, and continuing to build our knowledge. We never steer away from that.
[00:10:26] Edward Montemayor: There's always something you can learn in this environment, especially here on the Texas coast, where these harsh conditions really beat up roofing systems.
[00:10:35] Kathi Miller: Let's talk about quality a little bit more. Obviously, that's been a real pillar of your dad's and your business for all these years. We all know it's hard to control. You've got crews out there, and you can't watch everything. What's your process for checking and training the crews on quality?
[00:10:54] Edward Montemayor: The good thing about South Texas Metal Roofing is that we're a really tight group and communicate well with each other. My father is out in the field every day, along with me, our other reps, and our project managers.
[00:11:08] Edward Montemayor: If one person is in an area and says, 'I'm over here by your job site. I'm going to swing by and make sure all the guys are okay,' we help each other that way. We maneuver around the whole Coastal Bend so we can get to the job sites every day. We all get busy. I'm doing this interview right now, and my dad is probably going to swing by my job site. That's been helping us a lot.
[00:11:31] Edward Montemayor: We're really close, and we communicate very well so we can get to the job sites every day.
[00:11:36] Kathi Miller: Let's talk about another big topic our industry has struggled with for a long time: finding skilled labor. How have you guys approached that? Has it been a challenge? If not, why do you think you haven't struggled with it, and what tips could you give somebody else listening today?
[00:11:55] Edward Montemayor: The fortunate thing about being here at South Texas Metal Roofing is that a lot of our guys have been here for decades as well. We send them through training. Sometimes, if we can't get the crew to a specific training location, we bring the training to our warehouse.
[00:12:13] Edward Montemayor: Hands-on training really doesn't stop for us. We send our project manager to get certified with MBCI. They sent me to get certified with McElroy. We take the same approach with our office staff and our crews.
[00:12:30] Kathi Miller: And people appreciate that. Everyone likes the opportunity to better themselves at the end of the day, so I think that's huge.
[00:12:35] Edward Montemayor: Yes, ma'am.
[00:12:36] Kathi Miller: How and when do you decide whether you're going to purchase coil from McElroy or panels from McElroy or another vendor? What drives that decision for you?
[00:12:47] Edward Montemayor: Roll forming on site gives you a big benefit because you can quality-control the panels and their length, making sure they're coming out correctly with no deformation. You can stop production with the touch of a button.
[00:13:00] Edward Montemayor: It's totally different when you order panels from a manufacturer. Sometimes they'll get dropped off in front of a homeowner's house, and the homeowner gets worried when they see panels sitting there, and it starts to rain. We like to produce panels on site as the days go by.
[00:13:16] Edward Montemayor: We like to control production every single day. When it comes to getting panels from a manufacturer, it's really about the specifications. If the project specifies a certain manufacturer, an NDL warranty, or a weathertight warranty, that shifts our direction toward having that product made by the manufacturer and shipped to the job site.
[00:13:44] Kathi Miller: When you talk about site forming, I assume you're talking about your crew running your machines on the job site, correct?
[00:13:52] Edward Montemayor: Yes, ma'am. We can go out and produce standing seam panels in the exact lengths we need.
[00:13:58] Edward Montemayor: We've done some projects with McElroy. We have a lot of beautiful commercial buildings that we did with McElroy, utilizing the Maxima 2-inch commercial panel.
[00:14:10] Edward Montemayor: We do buy a lot of coil from McElroy.
[00:14:13] Edward Montemayor: We also used McElroy matte black throughout a big subdivision here in London.
[00:14:19] Edward Montemayor: It was half metal and half asphalt shingles, so that whole subdivision uses McElroy matte black mechanically locked standing seam.
[00:14:27] Kathi Miller: One of the other nice things about producing on site is that you can eliminate a lap.
[00:14:32] Kathi Miller: If you get into a large commercial project, we can make a 250-foot-long panel. You've eliminated maybe three or four splices, the time it takes to put them down, and, of course, one of the weaker points in the roof. I agree that job-site panel production, whether we do it or you do it, definitely has advantages for certain projects.
[00:14:51] Kathi Miller: If you could inspect a metal roof five years after installation in South Texas, but you could only look at one or two details, where would you start?
[00:15:00] Edward Montemayor: The first thing would be all the flashings and penetrations: your exterior components, pipes, jacks, ridge, counter flashings, and step flashings. That's probably the very first thing I would look at. Those areas expand and contract and can allow water entry if they're not done correctly.
[00:15:24] Edward Montemayor: The second thing I would look at would be the panels themselves, checking thermal movement, expansion and contraction, and seeing how the panels are adjusting. Then I would take a deeper look at the panels themselves, especially here in the Coastal Bend where we deal with a lot of corrosion and material compatibility.
[00:15:44] Edward Montemayor: I'd do a thorough inspection of the panels and the paint system to see if there are any areas where debris may have hit the panel and exposed the AZ50 Galvalume, possibly causing it to corrode.
[00:16:02] Kathi Miller: You've mentioned expansion and contraction a couple of times. When you're specifying a project or installing it, what direction do you give your crew to make sure they're pinning it correctly and not causing problems down the road?
[00:16:17] Edward Montemayor: The first thing is the specifications, especially on the fasteners and clips. Down here on the coast, we do need a certified engineer involved. They go through the manufacturer's specifications, and then we install the system accordingly, making sure we're using the right clips, whether that's a fixed clip or a two-piece clip, to allow for thermal expansion and contraction.
[00:16:39] Edward Montemayor: It really depends on the system itself and the engineering. We also make sure the crews aren't over-tightening fasteners.
[00:16:48] Edward Montemayor: That can cause more severe oil canning or panels to buckle when crews are moving fast and trying to get through the day.
[00:16:56] Kathi Miller: I would agree with you 100%. From our standpoint, when we go out and look at metal roofs because somebody has a leak or a problem, flashings are obviously a big point where we start. But we often find that improper pinning is one of the biggest problems. People don't think they're creating a problem when they install it, but after a couple of years of thermal cycling, it can really start to cause problems if it's not done properly.
[00:17:19] Kathi Miller: What do you think is next for you guys in South Texas and the metal roofing industry as a whole?
[00:17:24] Edward Montemayor: We'll continue what we're doing, hit the ground running, and keep all our certifications and licenses current. I think we're at the forefront of FORTIFIED roofing systems here. They're growing a lot in the Coastal Bend. There's a big demand for FORTIFIED-certified standing seam roofing systems, as well as asphalt shingles right now.
[00:17:42] Edward Montemayor: We're one of three FORTIFIED roofing companies here in the Coastal Bend, and through IBHS, that's going to play a big part in the next 10 years for us.
[00:17:52] Kathi Miller: In case somebody isn't familiar, what exactly does it take for you to become FORTIFIED certified, and what is the benefit for a homeowner?
[00:17:59] Edward Montemayor: You have to go through a pretty extensive application and testing phase. It's somewhat like getting a certification from a manufacturer, but it's really intense and requires a lot of studying. I'll be honest, the test was not easy.
[00:18:14] Edward Montemayor: Once you get certified, you can offer that system specifically to builders for new homes. That's where we're seeing more of the demand right now with new construction. A lot of homeowners from out of town are coming in and buying vacation homes, trying to get the benefit of the FORTIFIED system and potentially cut their insurance costs.
[00:18:34] Edward Montemayor: There's still a big conversation around whether Windstorm is going to join forces with FORTIFIED and whether you still need Windstorm certification if you get FORTIFIED. Those conversations are still going on here in the Coastal Bend because we still need our Windstorm certification as of right now.
[00:18:52] Edward Montemayor: Those issues are still in the works. Hopefully, over the next five years, TWIA, FORTIFIED, and Windstorm can come together on one specific plan or certification for homeowners down here on the coast.
[00:19:05] Kathi Miller: But right now, you're really trying to serve two or three masters, it sounds like.
[00:19:09] Edward Montemayor: Yes, ma'am.
[00:19:10] Kathi Miller: That's a challenge right there. If it's not hard enough to find jobs, bid jobs, and get them installed, you've also got regulatory requirements to deal with.
[00:19:19] Kathi Miller: After everything you've seen in the field, what do you think our industry still gets wrong about metal roofing and metal roof installation?
[00:19:26] Edward Montemayor: This isn't necessarily just the industry. It could also be homeowners, roofers, or contractors thinking that just because you're putting a metal roof on a house, you automatically have a 50- or 70-year roofing system. It's really about understanding that it's not just the metal panel. It's the whole system that makes it a 50- to 70-year, or even lifetime, roofing system.
[00:19:58] Edward Montemayor: You need the right waterproofing, the right components, ZIP tape, and counter flashing. The misconception is that just because you're putting a metal panel on your house, you automatically have a 50-year roof.
[00:20:10] Edward Montemayor: You could potentially have that, but if it's installed incorrectly, it will fail and cause issues. It's really about understanding that it's not just the metal panel on your house; it's the entire metal roofing system.
[00:20:21] Kathi Miller: I love that. When we have a weathertight warranty project, we require a .080-inch aluminum curb, and some competitors will allow galvanized. To your point, one reason we do that is that we've learned that if you want that roof to last 50 to 60 years, that galvanized curb is likely to fail, while the .080-inch aluminum one will not.
[00:20:42] Kathi Miller: Edward, if somebody wants to reach out to you or South Texas Metal Roofing, how would they do that?
[00:20:47] Edward Montemayor: You can give us a direct call at 361-937-4600, visit our website at stxmetalroofing.net, or send us an email at stxmetalroofing@gmail.com.
[00:21:02] Kathi Miller: Thanks so much for joining the show today, Edward. If you'd like to keep up with our next Building With Metal episode and get practical metal building insights delivered to your inbox, please visit mcelroymetal.com/podcast and subscribe.
McElroy Metal manufactures metal roofing and siding products for residential, commercial, agricultural, and industrial applications. Headquartered in Bossier City, Louisiana, with plants and service centers across the United States, McElroy supplies contractors, architects, designers, and building owners with metal panel systems, accessories, and the engineering expertise to use them well.