Customer Needs Are Changing. Is Your Business Keeping Up?

Using video in your business strategy can be a powerful way to engage and build rapport with your customers. The best part? All you need is your cell phone.GAF Real Talk LIVE host Alan Lopez sat down with GAF video specialist Pablo Nivar to discuss low-stress, low-budget, start-today actions that contractors can use to introduce video content into their business strategy. Here are some of the lessons and easy-to-follow guidance highlighted during the pair's conversation.Why You Need VideoIn today's modern world, engaging customers on multiple levels is key. Video allows you to connect face-to-face in a sense and create engaging content that's not overly promotional, which can encourage users to buy. According to a 2021 study, 80% of consumers consider trust a deciding factor in their buying decisions.Don't Stress—Start SimpleFear about entering the professional video space is the biggest hurdle Nivar says he encounters among contractors as a GAF CARE video specialist. Fortunately, you don't need a big budget or professional equipment to successfully begin your video strategy.At the start, your videos are about building relationships. Use that to your advantage by working with what you have, and focus on engaging topics instead of fancy videography.Think Authentic Videos, Not MarketingHave the instinct to sell, sell, sell? Nivar explains why you should think again and create the kind of social media video content you like. Prioritize genuine content that tells a story and builds connection.If this sounds hard, Nivar and Lopez break down 10 types of videos for you to create. For each video type, Nivar gives examples and wording you can use. You don't have to reinvent the wheel; making videos can be easy and even enjoyable.10 Types of Videos to Create for Your Social Platforms1. Before and After VideosBefore and after videos can be a powerful way to showcase your work and benefit your brand without being overtly "salesy."2. Client TestimonialsClient testimonials can build a foundation of trust for future customers, helping them see the quality work you've completed and how you've collaboarated with past customers.3. Educational ContentYou can offer educational content without giving away your expertise for free. Think about what's relevant to your regional audience and focus on teaching, not selling.4. Your Company StoryCreating a company story video shouldn't be your first action, but it can be an impactful way to imbue humanity into your brand down the line. This presents a great opportunity to share your mission and vision, as well as introduce the people that help run the business.5. FAQAnswering questions you often receive is a great way to directly engage your customer base with content that's relevant to them.6. Time LapseTime-lapse videos can fulfill the need for "how it's done" content and show the value of your work. An entire project can be distilled down to minutes.7. Tips and TricksSharing tips with homeowners builds trust with your audience and gives them something valuable to take away from the video.8. Repair How-TosEmpowering homeowners to do their own minor repairs doesn't put you out of a job. In fact, it can show them you're committed to helping them solve their problems. Keep in mind that you should never inspire customers to climb onto their own roof, and instead encourage them leave that work to professionals.9. Customer AppreciationEveryone likes to feel appreciated. Making videos that show customers you value them for choosing your business—and how it makes a difference—can potentially lead to future work with both existing customers and new clients.10. OffersLeaving sales videos for last on your creation list can actually net you more business. You want to promote your business, of course, but it's best to make authentic connections first.Tips for Great VideosKnowing what to record is one thing, but understanding how to take video to benefit your brand is another. During their conversation, Nivar and Lopez not only cover how to use video in your business strategy but also need-to-know logistics. Important topics of discussion include video length, creating calls to action without being pushy, what not to say so you don't alienate customers and other businesses, and how to engage viewers with dialogue that hooks from the start. Additionally, the pair shares tips around enhancing the customer experience during installation using quick video recordings, which just might help earn extra praise in your video testimonials.Introducing Video to Your Business StrategyIf you've never jumped into the world of video content creation, Nivar and Lopez offer simple solutions that give you the tools to launch immediately. Watch their GAF Real Talk LIVE episode for in-depth information and exact steps you can take to start creating your videos. You can even contact the pros for more guidance. Be sure to also follow GAF on Facebook for more Real Talk LIVE episodes and other quality roofing content.Remember, you don't have to go it alone. You can keep expanding your business power with the free trainings, education, and support available to GAF contractors through the CARE Contractor Training Center.

Commercial roof maintenance programs are a great way to expand your business and build long-term relationships with school facility managers. You may already be offering commercial roof maintenance services, or perhaps you're interested in branching out. Providing roof maintenance to K-12 schools and universities can be a good source of reliable, ongoing work. But you'll need to consider these facilities' nuances.Schools' Current Roof Maintenance ChallengesIn an educational environment, students' safety and comfort come first. Buildings must be secure and functional, and they must provide an atmosphere conducive to learning. Creating this environment starts with the roof, but this can easily be put off or forgotten about as many school facility managers focus on day-to-day maintenance issues. If students and teachers complain about a lack of hot water or classroom temperatures that are too hot or cold, facility managers swiftly address these issues.However, facility managers should prioritize regular roof maintenance in addition to addressing the most immediate facility concerns. Even something like a small leak from deferred roof maintenance can lead to much larger, and more costly repairs, creating headaches for everyone involved, that could have been avoided.The Value of Commercial Roof Maintenance ProgramsThe roof protects everything inside the school—from books and computers to shop equipment and musical instruments. If a roof leaks, many items could suffer damage. At the end of the day, ensuring a quality roof through regular maintenance not only protects everything inside the building, it can also help extend the life of the roof. Moreover, some roofing system manufacturers may require regular roof inspections to maintain warranties or guarantees. A roof maintenance program can meet this requirement, providing inspection records and evidence that any issues were addressed.How to Develop a Maintenance Program for SchoolsA commercial roof maintenance program for schools isn't much different from what you already do for other commercial buildings. And while regular maintenance inspections can be completed anytime, a neglected roof can often end up requiring repairs that need to align with the school's calendar to plan for minimal disruptions to the students. This can cause inconvenient delays, or date changes that could be avoided with regular inspections and maintenance.GAF Senior Product Manager Benjamin Runyan says that it's important to identify the manufacturer of the existing roofing system to ensure you are using compatible products that won't void the warranty or guarantee. "You want to be looking at this from a maintenance standpoint," says Runyan. "What does the roof look like? How was it built? How have they been maintaining it?"To start, Runyan recommends that you inspect the entire roof system and document its condition with photos and notes. Pay particular attention to the more vulnerable areas, such as seams, fasteners, flashings, edge metal, drains, and gutters. Look for cracks, missing roofing materials, evidence of ponding water, or of birds or other animals, and signs of moss or algae. An infrared scan of the roof can determine if any moisture is present and help pinpoint areas that need immediate attention.Your program should include basic tasks such as clearing debris from drains and gutters, removing leaves or branches, and making minor repairs where existing sealants are losing pliability or are showing signs of deterioration. If you identify larger concerns, you can document that with photos and provide an estimate for the repairs. Also, note how long the repairs should take and what products you'll use.Getting Started with SchoolsPreventative maintenance programs aren't just a benefit to the schools, they can also lead to other school roofing work including re-roofing opportunities. If you're ready to add school commercial maintenance programs to your business plan, GAF has the resources you need to get started. Runyan explains, "Your first step should be talking with your GAF Territory Manager as they will likely already have established relationships with school districts, colleges, roof consultants and architects in your service area."From commercial roofing system specifications to WellRoof® Guarantee Extensions, plus roof restoration options, GAF meets all your needs for stepping into the world of educational buildings.

Among the potential issues homeowners need to deal with in colder weather, few are quite as troublesome as ice dams. When winter arrives, the roof is a home's first line of defense against nature. Changing temperatures can force water to inconsistently melt and freeze once more, causing water leaks and icy blockages that may be responsible for causing damage to roof shingles, wood decking, gutters, and insulation down the line.What Are Ice Dams?An ice dam is a large chunk of ice that can form when snow sitting on a roof melts into water, which then flows down to the roof edge and refreezes along the eaves.They are commonly the result of poor insulation and improper attic ventilation: when warm air rises in the attic, it melts the snow on the roof surface above it. As the snowmelt flows towards the eaves, it can freeze along this area, since it's often colder. Clogged gutters also tend to lead to ice buildup. When the water isn't able to flow away, blocked by debris like leaves or dirt buildup in the gutters, the water that remains can freeze into ice.Proper roof maintenance, including cleaning the gutters and removing snow from the roof using a snow rake, can help homeowners stop ice dams from forming, but they are bound to occur as long as the primary cause remains. For bigger attics, consider products designed to help with attic ventilation, such as Master Flow® Power Attic Vent ERV4 or Master Flow® Power Attic Vent ERV6.Why It's Important to Prevent Ice DamsWhen blockages form, they stop any remaining water from flowing away. This pooled water has nowhere else to go and can eventually make its way inside. As the ice buildup prevents snowmelt from leaving the roof, the water may seep between the roof shingles—any loose or damaged shingles will let the water pass, which could deteriorate the materials underneath unless the home has a leak barrier such as GAF StormGuard® or WeatherWatch®.When water leaks through the roof and into the attic, this excessive moisture can cause mold growth, and brownish spots may appear near the ceiling or on an interior dry wall. Attic insulation can also get wet as a result, which reduces its efficiency and may require a complete insulation replacement. Since the accumulated ice can become heavy, the added weight also puts stress on the gutters and downspouts, damaging them and potentially requiring replacements or repairs.Apart from the damage they cause to different parts of the roof, these ice chunks are also a safety hazard. The large icicles can fall off at any moment, and if they're below a walking path, the dangers can be pretty high. Physically removing a large piece of ice isn't a straightforward or relatively safe process, which is why professionals are recommended for the job.Explaining Ice Dams to CustomersSpeak in plain English and be sure to explain both the cause of the ice dam as well as the different ways in which damage can occur. Avoid using any roofing lingo or terms that homeowners may not understand—or, if you need to pull out a specialized term, make sure to define it clearly. Carefully explain to customers that removing large pieces of ice on their own can be dangerous and cause harm to a roof if done improperly.Recommend that customers deal with ice dams as soon as possible to prevent further damage. Getting completely rid of them involves more than just physically removing the blockage; homeowners should understand they need to fix the main cause directly. Removing them without first addressing the root problem means that new dams can just as easily reappear.Educating customers on the dangers of ice dams and the importance of prevention can help homeowners ensure their home has solid support from floor to roof. Positioning yourself as an expert, not strictly a salesperson, is key.To learn more about how our products can help you solve your customers' ice dams problems, reach out to your local GAF Territory Manager.