Addressing Roof Stain: How to Sell Algae Fighting Technology to Homeowners

By Annie Crawford 10-06-2020
QUICK SHARE
Tag Icon

Many homeowners don't know that the unsightly black or brown stains they see on their roofs are typically due to blue-green algae. They tend to think that it's simply dirt, and that there's little that can be done to prevent it. But when educated, many homeowners may want to invest in products with algae fighting technology. This will help them better maintain their roofs, while also helping you expand your offerings.


Interested in upselling your customers while providing them with a roof they'll genuinely love? Here are some talking points you can use to help your customers see the importance of algae fighting technology.


Addressing Algae Myths


The first step in educating your customers about algae is addressing commonly held myths about the cause of "roof stain." As a roofer, you know dark streaks aren't usually a result of dirt or mold, but the result of gloeocapsa magma, the most prevalent type of blue-green algae to impact roofs.


That said, your customers may not be as knowledgeable on this topic. When planning a roofing project, talk to your customers and dispel commonly-held misconceptions about blue-green algae. Below are some facts from the Asphalt Roofing Manufacturers Association that you can use to help educate homeowners:



  • Blue-green algae grows on all roof types all over North America

  • Blue-green algae flourishes the most in warm, humid conditions (but can grow anywhere)

  • Spores travel by wind or animal, and commonly impact neighboring homes

  • Blue-green algae most often grows on the north and west sides of a roof

  • By the time blue-green algae is visible, it's usually been present several months

  • Once present on a roof, black streaks will continue to grow and spread, downgrading curb appeal and potentially impacting home value


It's important for customers to know that certain roofing products can reduce the risk of blue-green algae staining. As their contractor, you're instrumental in getting the right algae fighting products on their roof. Many customers aren't aware that the only other way to address blue-green algae stains is roof cleaning.


Roof cleaning probably sounds simple to most homeowners, but it's not the ideal solution to algae roof stains. Be sure to let customers know that removing algae stains through cleaning can be difficult and algae discoloration is likely to reoccur, according to the Asphalt Roofing Manufacturers Association.


Always advise customers to follow the manufacturer's instructions for roof cleaning and make sure they know that pressure washing could damage the shingles. For safety reasons, roof cleanings are best done by professionals.


Offering Algae Protection


Now that you've taught your customers what blue-green algae is and that products with algae resistance technology exist, you can educate them about the products available to them.


You've likely used traditional algae-resistant shingles. These shingles use granules that contain a layer of algae-fighting copper that is released onto the roof when it's wet. As the roof ages, those granules release less copper, reducing the shingle's algae resistance.






Fortunately, technology is ever-advancing and new products offer more advanced copper delivery methods. For example, GAF's StainGuard Plus™ Time-Release Technology—available in shingles like Timberline® AH and Timberline® UHD—uses specially engineered capsules infused with thousands of copper microsites that release copper efficiently over time for long-lasting algae-fighting power. Plus, shingles with StainGuard Plus technology come with a 25-year limited warranty against blue-green algae discoloration.


Adding shingles with cutting-edge algae resistance technology to your offerings can be a big win for you and your customers alike—broadening what you can sell, while also helping to keep your customers' roofs clean and attractive for years to come.




StainGuard Plus™ algae protection is available only on shingles sold in packages bearing the StainGuard Plus™ logo. See GAF Shingle & Accessory Limited Warranty for complete coverage and restrictions.

ABOUT THE AUTHOR
Annie Crawford is a freelance writer in Oakland, CA, covering travel, style, and home improvement. Find more of her work at annielcrawford.com.
LATEST UPDATES
Shirley Mejia, Owner of Premier Home Renovations, shares how her dad inspired her to get into the roofing industry and how hard work always pays off. For tools and resources that can support your business goals, visit GAF's contractor resources.
Understanding your attic ventilation options can lead to higher quality roof system installations, which in turn boosts your business and helps keep your customers happy. Sounds like an all-around win, right? Fortunately, installing the right attic ventilation options can be a bit simpler when you know how to calculate the proper amount of ventilation and choose the right products for the job.
We've all struggled, to one degree or another, to stay productive during the coronavirus pandemic. For example, when I drove away from GAF Headquarters in mid-March, I expected to work from home for, at most, a few weeks. As those weeks stretched into months, my co-workers and I have used digital tools to stay connected and productive.
A built up roof system is a popular choice for buildings with low-slope or flat roofs. Often referred to by the acronym BUR, this system has been used for 100-plus years in the U.S. What makes BUR systems so popular? They are known for providing excellent protection due to their redundant nature because they are made up of multiple layers of ply sheets and asphalt. These layers are then topped off by a cap sheet or a flood coat of asphalt and granules. The multiple plies provide resistance to weather and heavy-duty protection for the building.
If you've been putting off your roof repair or replacement because you're not ready for a big upfront expense, you may want to consider a payment plan. Many homeowners use the power of financing to pay in manageable installments over time rather than all at once.
I know, taxes are boring. But let's face it: for many property management businesses – both big and small – our tax bill represents one of our most significant expenses. The smartest executives I know don't make their decisions solely based on taxes. But they do take into consideration the tax effect of any significant investment or expenditure before making them.
This blog contains information created by a variety of sources, including internal and third party writers. The opinions and views expressed do not necessarily represent those of GAF. The content is for informational purposes only. It is not intended to constitute financial, accounting, tax or legal advice. GAF does not guarantee the accuracy, reliability, and completeness of the information. In no event shall GAF be held responsible or liable for errors or omissions in the content or for the results, damages or losses caused by or in connection with the use of or reliance on the content.

Interested in sharing or republishing our content? We kindly ask you to adhere to our guidelines.