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The Metal Roofing Alliance (MRA) is a not-for-profit coalition of metal roofing manufacturers, paint companies, coil coaters, associations and contractors formed to introduce homeowners to the many value benefits of metal roofing. Established five years ago, the MRA has seen the residential metal roofing market grow at double-digit rates, doubling the market share from three percent to six percent.
When first launched, the main component of the MRA program was a national consumer and trade awareness campaign. Funded by members of the coalition, the program included nationally-televised consumer advertising, a website and a toll-free metal roofing answer line where consumers could request an educational videotape to learn about metal roofing options and the roofing process.
In addition to educating consumers, the MRA also focused on educating contractors on the many benefits of metal roofing for residential applications. A dealer kit was developed for contractors to use in their local markets and training programs were offered to assist contractors in marketing and installing residential metal roofing. “From the very beginning, one of our key objectives was to increase the number of metal roofing installers in the United States and Canada. Many roofers and contractors didn’t realize that the metal roofing industry had changed dramatically over the last several years. There were a number of new products on the market that were easier to install and the margins on metal roofing products were very attractive,” states Tom Black, executive director of the MRA.
The website was completely redesigned and relaunched in 2001. It now features an online photo gallery, an email newsletter and many links to manufacturer and industry sites. However, the biggest enhancement to the site was the new contractor-matching program. With the launch of this new matching function, consumers could enter their zip code and immediately view a list of contractors and material suppliers in their local area, as well as a list of MRA member manufacturers who made the products they were requesting. The information captured was compiled in a database and distributed to MRA’s manufacturing members.
Contractors were invited to join the MRA in 2001 and take advantage of the consumer-matching database. All contractor members must be sponsored by an MRA manufacturer member also had to be sponsored by a member manufacturer. The matching feature turned out to be an incredibly successful lead generation tool.
The key initiative in the alliance’s 2002 marketing effort was a shift to an online media strategy and public relations campaign. The effort included the newest, most effective concepts in web advertising and search engine placements. The MRA had significant presence on some of the most highly visited web sites, as well as sites specifically targeted to home improvement needs. This cost-effective campaign delivered qualified leads to the MRA site in the form of consumers who were interested in finding out more about the benefits of metal roofing.
Despite the sluggish economy, residential roofing sales have continued to grow rapidly. Many in the industry attribute the growth to the marketing initiatives and consumer awareness campaigns the MRA has created and launched. “Before the creation of the MRA, our company promoted metal to homeowners but we were never able to reach them on a large scale,” stated Todd Miller, president of Classic Products. “The MRA program has and continues to have an impact on consumer mindset. The initiatives have helped tremendously with educating consumers about metal being an option for their home.”
Nationwide, residential metal roofing sales continue to grow. “We have significant growth potential in some of the largest areas in North America including Canada, the upper mid-west, California and Texas. To continue to grow in these regions, we need to educate the consumer and we need to educate contractors about the many benefits of metal roofing,” states Bill Hippard, president of the MRA. “Contractors are key to our success. As the consumer demand continues to rise, the need for metal roofing contractors is critical. Residential metal roofing is a great business opportunity for home improvement contractors.”
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As the #1 educational resource for the residential metal roofing industry, the Metal Roofing Alliance helps match metal roofing contractors with interested home owners in your area. We help consumers decide if a metal roof is right for their home, and when they're ready, provide them with a list of contractors near their home.
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After learning about all that metal roofing has to offer through MetalRoofing.com, many homeowners are interested in installing a metal roof themselves. We make this home improvement project possible by directly connecting these homeowners to you, their local distributor.
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The goal of the MRA is to promote residential metal roofing by educating consumers on the many benefits of metal roofing. As a member manufacturer, you'll help promote the use of residential metal roofing to interested consumers, and gain access to consumer leads. For more information, contact Tom Black, Executive Director, at tlblack@metalroofing.com.
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