Larry Selnick of CertainTeed joined The Roofr Report podcast to share his perspective on where the industry is headed from a manufacturing point of view. Here are seven takeaways from the conversation:
1. When storms slow down, retail picks up
Larry spent 25 years selling in Michigan, a market with almost no hail activity. So when storm season went quiet for a lot of contractors over the last couple of years, he had a head start. He already knew how to sell without storms.
His advice for contractors leaning too hard on insurance work: learn to sell retail. That means walking in the door as the expert, not waiting for an adjuster to make the case for you.
And the stats back up this strategy. Only 38% of roofing jobs hired come through an insurance claim, according to Roofr's 2026 Homeowner Survey. That leaves the majority of the market up for grabs by whoever can sell it — insurance check or not.
2. Referrals are your jobs to lose
Larry says, once a contractor is credentialed and reputable, their reputation precedes them.
That's the whole referral game. A lead who's already been vouched for by a neighbor isn't shopping around. They're deciding whether to talk themselves out of hiring you.
That tracks with the numbers too. Roofr's industry research found word of mouth is the #1 lead generation method for 71% of roofers. And it's rated the most effective tactic, ahead of social media by more than 2 to 1. Trust doesn't need to be earned from scratch on a referral. It just needs to not be squandered.
3. Repairs are a cheap way to build a reputation
A young contractor Larry met last week is doing exactly this: no crew, no overhead, just repairs and word of mouth.
He's telling homeowners the truth — "you've got another five or ten years on that roof" — instead of pushing a replacement they don't need yet.
The payoff isn't immediate. It's the reroof five years down the line, when that homeowner remembers who leveled with them. Repairs aren't just revenue for slow seasons. They're actually the cheapest lead-gen a new contractor can run.
4. Credentialing is a real differentiator, not just a badge
CertainTeed's credential program requires classroom training and testing, not just a signature. Larry's pitch to contractors: homeowners aren't hiring CertainTeed, they're hiring you. So the education has to stick with the person actually on the roof.
The territory protection angle matters too. Credentialed contractors in a given area aren't competing against an unlimited number of other credentialed contractors selling the same warranty. That's an edge worth asking about with any manufacturer relationship.
5. Sell the top shelf first
Larry's take mirrors a shift a lot of manufacturers are pushing: lead with the premium product, not the entry-level one.
Homeowners researching online before you ring the doorbell already know what options exist. So, walk them through luxury lines first, then explain the trade-offs of stepping down. That puts the choice (and the higher-margin sale) in their hands instead of yours.
6. Class 4 shingles are becoming the default, not the upsell
This is the biggest shift Larry's seeing on the ground: a huge spike in class 4 (impact-resistant) shingle sales in his territory.
Homeowners who install one can often get a discount on their insurance premium, which makes the pitch close to itself in hail-prone markets.
Larry's read: it's only a matter of time before insurers start requiring class 4 shingles on new installs in the markets that see the most hail. Contractors who aren't already comfortable talking through the class 4 option are behind the curve most.
7. Solar is coming for roofing's territory (and vice versa)
CertainTeed sees solar as a growth area, partly because some competitors have exited that space. Larry's read matches what's happening on the ground: contractors are increasingly running roofing and solar as one operation instead of two, because homeowners would rather source both from a single company than manage two separate contracts.
The barrier isn't installation, it's expertise — pricing, permitting, and finding qualified electricians. Manufacturers offering hands-on solar training may end up being the deciding factor in which contractors make that move first.
Roofing Manufacturer FAQ
What are class 4 shingles, and why are they becoming more popular?
Class 4 shingles are impact-resistant shingles rated to withstand hail damage better than standard shingles. They're growing fast in hail-prone regions because many insurance companies offer homeowners a discount on their premiums for installing them, which gives contractors an easy, insurance-backed selling point.
Is repair work worth it for a new roofing business?
Yes, repair work requires low overhead and builds a customer base fast, especially for new contractors without an established reputation. It also positions a contractor to win the eventual reroof, since homeowners tend to call back the person who was honest with them the first time.
Should contractors focus on retail sales or insurance-driven jobs?
Both have a place, but relying only on insurance work leaves a contractor exposed when storm activity slows down. Building retail sales skills, such as walking in as the expert and educating the homeowner, creates a more consistent pipeline that isn't dependent on weather.
Why does manufacturer credentialing matter for roofing contractors?
Credentialing programs that require actual training and testing (not just enrollment) tend to produce more consistent installs and give contractors extended warranty coverage and, in some cases, territory protection. It also signals credibility to homeowners who are already comparing contractors online before making contact.
Is solar becoming part of the roofing industry?
It's trending that way. More contractors are running roofing and solar under one company because homeowners prefer a single point of contact for both. The main hurdle isn't installation. It's contractors getting comfortable with solar-specific pricing, permitting, and electrical requirements.