Customer Service Best Practice: Selling Residential Roof Systems

By Annie Crawford 08-26-2021
Tag Icon

Without guidance, customers may be tempted to mix and match materials from different manufacturers in order to get the lowest roof price up front. However, this may hurt your profits—and, in the long term, their roof.

Learn how to sell the value of a roof system and adopt customer service best practice recommendations that serve both your customers and your company.

Why Sell Systems?

Selling a roof system increases your profits and benefits customers. It's an all-around win. But customers might not understand that the extra money they invest now can pay-off in the long run. As a contractor, it's part of your job to educate homeowners on the value of a roof system.

Not sure what to say? Try incorporating these talking points:

  • "We always recommend you get a full system made by one manufacturer, with one warranty for all the parts."

  • "We recommend a full system that includes leak barrier (to protect the roof's most vulnerable points), roof deck protection (a shingle underlayment), shingles (for looks and protection), and other important accessory products—all by the same manufacturer."

Educating your customers on the purpose and benefit of each component of the roofing system will help you sell the value of the additional investment. For example:

  • Systems made by the same manufacturer are designed and tested to work together.

  • Investing in a complete roofing system from one manufacturer may also make the customer eligible for enhanced warranty coverage. For example, when you install any GAF Lifetime* Shingle and at least three qualifying accessory products, your customer will automatically receive the GAF Roofing System Limited Warranty, which includes Lifetime* coverage on the accessory products as well as the shingles.

Selling Roof Deck Protection & Leak Barrier

Tell customers why roof deck protection is such an important part of a roofing system. Show you're knowledgeable and invested in customers' roof integrity by learning key talking points about top GAF roof deck protection options.


FeltBuster® is a good option for budget-minded customers.

  • It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.

  • It's an affordable upgrade of typical asphalt felts with enhanced strength and durability.

  • It reduces wrinkling that can detract from the look of a finished roof.

Tiger Paw

Tiger Paw is an upgraded mid-range option.

  • It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.

  • It provides 600 times greater tear strength than standard #30 felt to help provide an extra-strong base for your roof system.

  • It resists rot and won't become brittle over time to help ensure long-term protection.


Deck-Armor is a premium option.

  • It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.

  • It reduces the risk of wrinkling and buckling that can detract from the look of your finished roof.

  • Unlike most underlayments, it's breathable to help reduce damaging moisture that may become trapped in the roofing system.

Install Leak Barrier

Leak barrier materials protect vulnerable roof points which are exposed to large volumes of water and/or ice. Products like WeatherWatch® and StormGuard® have several benefits to keep in mind.

  • These added products can boost your sales and in some parts of the country they're actually required by building code.

  • Most importantly, they fight wind-driven rain and ice dams that can lead to expensive damages.

Selling Hip & Ridge Materials

Homeowner education can lay the foundation for future sales. Use these talking points to discuss these materials with your future customers.

  • Hip and ridge shingles: These resist wind blow-off and guard against leaks. Plus, GAF hip and ridge shingles are factory color blended to match GAF shingles, unlike cut-up strip shingles.

  • Timbertex®: Double-layer, 12" width ridge cap shingles provide excellent protection and curb appeal with their added dimension and thickness.

  • TimberCrest®: Provides excellent protection for high-stress roof areas with their high-profile rounded "bullnose" design that frames the look of your new GAF roof. The product was created for the unique architectural style of homes in Western U.S. & Western Canada.

Selling Attic Ventilation

Are you selling ventilation products to your customers? The time to start is now. Teaching homeowners about the problems that can stem from lack of proper ventilation allows you to offer an option to help reduce those risks.

For instance:

  • Moisture naturally occurs in the home from showering, washing dishes, and humidity from outdoors and can collect in the attic space. Also, in the summer, excessive heat typically collects in the attic. This moisture and excessive heat in improperly ventilated attics can lead to premature roof system deterioration and increased cooling costs.

  • A balanced ventilation system helps reduce this damaging moisture and heat buildup in the attic.

  • GAF offers a full line of ventilation products and attic vents, including Cobra® and Master Flow® attic ventilation products for virtually any climate and roof design.

You have the talking points and the knowledge to teach customers the value of a complete roofing system. Put together, they're a toolbox for streamlining how you can lean on customer service best practice advice with your customers.

*The word "Lifetime" means as long as the original owner(s) [or the second owner(s) if coverage was properly transferred during the Smart Choice Protection Period], own the property where the shingles and/or accessories are installed. The Lifetime warranty is applicable only to shingles and accessories installed on a single-family detached residence owned by individuals. For any other type of owner or building, such as a corporation, governmental entity, religious entity, condominium or homeowner association, school, apartment building, office building, or multi-use structure, the length of the warranty is 40 years. See GAF Shingle & Accessory Limited Warranty and GAF Roofing System Limited Warranty for complete coverage and restrictions. Visit for qualifying GAF products.

Annie Crawford is a freelance writer in Oakland, CA, covering travel, style, and home improvement. Find more of her work at
Don't miss another GAF RoofViews post!
Do you know the warning signs of poor ventilation in a house and attic? Proper ventilation is important in many ways and one of the first big things to know is that it can prolong the life of your roof system. It can also help lower your attic temperature and thereby reduce HVAC wear and tear, which may help lower utility bills and the likelihood of costly repairs. And last, but definitely not least, attic ventilation can help reduce the risk of mold, which can protect the health of your family. All-in-all, attic ventilation offers a long-term return on investment as well as potential preventative health benefits.
Michigan City has been home to a GAF manufacturing facility since 2000, supporting the community's residents through not only the nearly 200 jobs it provides but also countless hours of volunteering. The job creation and increased capacity for serving customers with the GAF Michigan City distribution center expansion is testimony to the company's dedication to building resilient communities.
Getting multiple professionals involved in a commercial roofing project offers a way to capture different perspectives—and to shine a light on some of the industry's hidden complexities—especially when it comes to challenging details like parapet walls.
Asphalt shingles are one of the most widely used roofing materials, providing an elegant yet effective look for homes while also being economical and easy to install. Here is what makes these shingles stand out from other roofing materials.
With an overall industry labor shortage, roofers are in high demand. Those contemplating a career in roofing should consider the training provided by the GAF Roofing Academy, where students can learn the skills and industrial knowledge they need to get started in the industry.
Commercial roof coatings can help extend the life and improve the aesthetics of low-slope roofs. A roof coating acts as the first line of defense against UV damage and water infiltration, and reflective roof coatings can help reduce the temperature of the roof.
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.