Bert Elliott, Director of Technical Services, Owens Corning
While many sectors of the economy slowed to a halt during the global pandemic, the robust home remodeling market continues to expand. And the good news for roofing contractors is that roof replacements remain among the top residential retrofits.
While Owens Corning is in the business of innovating and making shingles, an integral part of our work is focused on investing in resources to support roofing contractors. Contractor teams are the essential workers on the front lines guiding consumers through the various decisions involved in a roof replacement. In addition to explaining product options and what homeowners can expect when the crew arrives onsite, contractors can help homeowners protect their roofing investment by reviewing standard and extended warranty options. Taking the time to review different warranty options can help position a contractor as a trusted advisor. Warranties can be complex and homeowners can become overwhelmed with the options available, but there are two primary types of roof manufacturer warranties relevant to products and components.
■ The standard manufacturer’s warranty that covers the products purchased for manufacturing defects, wind (blow-off) and algae staining
■ An extended manufacturer’s warranty that covers some contractor workmanship along with extended coverage for the products.
Below, we consider standard and extended warranties and provide a brief primer for having the warranty conversation with a homeowner. Every warranty is a little different and contractors should always encourage homeowners to read the actual warranty document. By discussing a homeowner’s options at the beginning, a contractor can build customer trust that contributes to a positive reputation in the marketplace.
A basic lifetime limited warranty is the industry standard when it comes to warranties. This type of protection applies to the original purchaser of the covered products as long as they own their home. When it comes to lifetime coverage, it is typically available only to single-family homeowners. The warranty coverage period will generally be shorter for all other types of buildings.
Manufacturing Defect Coverage: Coverage levels vary during the term of the warranty. Most warranties are divided into two coverage periods – full-coverage in the initial years following the purchase and prorated coverage in later years. Terms and coverage vary by manufacturer. Generally, during the initial period, the standard manufacturer’s warranty covers the material and labor cost to replace defective materials. However, the purchaser is responsible for covering the costs associated with tearing off and disposing of defective materials.
Once the non-prorated period expires, a standard materials warranty usually covers the cost of materials only. A warranty holder’s compensation for “materials only” protection is reduced (pro-rated) based on the number of years the owner has enjoyed the roof from its installation date through the date of the claim.
Wind and Algae Coverage: Coverage for wind blowoff and algae are also part of the warranty, but they have different coverage durations and requirements. Shingles must get warm enough to seal before the wind coverage goes into effect – not a common problem in Florida. Once sealed, the roof is covered up to the stated wind limits in the warranty. Most warranties provide for repair (hand seal) or material replacement to wind damaged areas. In addition, algae staining
coverage is often included in regions where black algae stains commonly occur. Coverage periods vary and most warranties provide roof cleaning cost on a pro-rated basis.
Because shingles are the most visible part of a roofing system, homeowners may overlook other parts of the “roof system” that support a roof’s performance and longevity. A roof is a system of components that work together to protect a home, so it’s important to think beyond the shingle when evaluating a roofing warranty. In some instances, warranties will include coverage for the various components that are part of the manufacturer’s roofing system provided a minimum
number of components are installed.
The most comprehensive warranties offered by trusted manufacturers provide an expanded range of benefits. The protection afforded by these warranties typically require that the manufacturer’s complete roofing system be installed. As the name implies, these warranties provide an expanded range of benefits such as coverage for a greater range of roof system components, extended, non-prorated or continuous coverage for defective materials and workmanship coverage against installation errors of the roofing system. Recognizing the role that the roofing contractor plays in installing high-performing roofs, manufacturers require that a contractor be a member of their network in order to offer an extended
warranty.
Contractors can help avoid unhappy customer situations down the road by explaining to homeowners what’s not included in a warranty. Some events and conditions that result in damage considered exempt from standard warranty coverage include:
■ Underlying structural defects
■ High winds (beyond wind limits) and impact damage
■ Ice damming issues
■ Installation errors for standard warranties
■ Alterations that occur following installation
■ Damage resulting from foot traffic
■ Leaks triggered by events such as falling tree limbs or wind-driven debris.
Registering the warranty provides documentation in the event of a claim. With most standard warranties, registration is optional and a contractor may register the warranty on behalf of the homeowner. However, with extended warranties, contractors must register and make payment within a specified number of days after installation to initiate coverage. Documenting the warranty can help avoid headaches if a warranty claim must be filed in the future. In a red-hot real
estate market, warranty documentation may also add value for the seller and build trust for the buyer. How does the sale of a home influence warranty coverage? A warranty can usually be transferred on a one-time basis to a new owner within a specified number of days after the real estate transfer. Coverage levels can vary to subsequent homeowners – be sure to check warranty for details.
Contractors may consider creating digital resources to educate their customers about warranties. For example, a YouTube video, podcast or blog post can help homeowners conduct research and perform due diligence even before meeting with a contractor. Regardless of the communication channel, taking time to discuss warranty options and what they mean for the homeowner’s roofing investment can help build trust and differentiate the contractor’s business.
Bert Elliott is the Director of Owens Corning Roofing Technical Services. Bert has been with Owens Corning for 28 years starting as an Area Sales Manager selling commercial roofing systems, shingles and asphalt. Bert has spent most of his career in new product development and marketing leading the development and launch of new Owens Corning roofing products including Berkshire, Woodcrest and Woodmoor shingles, and Duration Shingles with SureNail Technology. A
Registered Architect, Bert holds over 40 roofing patents. Prior to joining Owens Corning, he was a custom home designer and builder in Minneapolis.
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