The
homeowner asks four different roofing contractors to submit estimates
for her new roof. Only one of the four included and explained proper
attic ventilation as part of the roofing project. Which estimate will
the homeowner choose?

In Air Vent’s podcast interview with Shane
Gotschi, co-owner of DryHome Roofing & Siding, Sterling, Va., he
said his estimates are selected nearly all the time because of his
knowledge. Regardless of how much higher his price is, and no matter how
many other estimates have been collected by the homeowner, Gotschi wins
the project.

“I don’t lose bids. I clearly explain upfront what
is needed, why it’s needed, and the expected cost. I set the
expectations from the start,” Gotschi says. “The knowledge I gained from
[Air Vent’s] attic ventilation seminar has helped me separate myself
from the competition. And it pays dividends in front of the homeowner.”

With
attic ventilation on his radar, Gotschi has noticed that many of the
homes he arrives to inspect — new builds and older homes — do not have
proper intake and exhaust attic ventilation. He uses this information to
diagnose and solve heat, moisture and ice dam troubles homeowners may
be reporting or he may find himself in.

“My objective in front of
the homeowner is always to separate myself and include information that
I know is often overlooked by other roofing contractor salespeople,”
Gotschi says. “I approach a homeowner from a technical point of view as a
roofing professional and then as a salesman. I have a checkbox in my
head that I go through before I even inspect the home.

“I ask the
homeowner if they’re experiencing any issues on the main floor, the
second floor, or the third floor whether it’s humidity or heat depending
on the time of the year,” he adds. “Depending on the answers to those
checkbox questions, I will offer a solution.”

99.9% are Silent about Attic Ventilation

When
Gotschi asks homeowners if any other roofing contractor had explained
proper attic ventilation before he arrived, the answer is “No” 99.9% of
the time.

Gotschi takes the opportunity to explain how, without
proper attic ventilation, the customer’s roof condition will worsen. He
tells them that it can lead to a litany of issues, including humidity
and improper cooling, often resulting in having to crank the air
conditioning to cool off upper floors.

“Then they look at me and
say, ‘You’re right. It is much hotter up on the second floor. We do have
a humidity problem,’” he said.

From there, Gotschi conducts his roof and attic inspection to understand what is going on fully and recommend a solution.

Gotschi
often finds brittle or blistering shingles. He makes notes, takes
photos, and explains it to the homeowner, telling them their “roof is
currently not breathing.” Next, he offers a detailed plan of action to
correct the attic airflow based on the attic’s size and the roof’s
shape. It always includes making sure there’s a balanced flow of intake
and exhaust.

Gotschi says his competition leaves the door open for
him because they approach the homeowner from strictly a sales, not a
technical, point of view. He leans on his knowledge from the beginning.

“I
explain to homeowners that daily, we generate 2-to-4 gallons of water
vapor from cooking, cleaning, showering and that this water vapor is
attracted to the attic in the winter months where it is cooler and
dryer,” he said. “If this water vapor is not vented out of the attic
[promptly], don’t you think it’s going to affect the condition of your
roof deck? Don’t you think it’s going to affect the quality of the air
in your living space?”

Showing homeowners photos he took while in the attic helps them connect the dots when they see a darkened deck, for example.

“When
I separate myself talking about attic ventilation, I also [explain]
that the full terms of the shingle warranty are tied to balanced intake
and exhaust attic ventilation,” Gotschi says. “I tell them this is
important because if they were to have a roof warranty issue, they could
be denied for not having proper attic ventilation per the
manufacturer’s installation instructions.”

Care About Their Quality of Life

When I separate myself [from] talking about attic ventilation, I also include an explanation that the full terms of the shingle warranty are tied to balanced intake and exhaust attic ventilation. I tell them this is important because if they were to have a roof warranty issue, they could be denied for not having proper attic ventilation per the manufacturer’s installation instructions.
— Shane Gotschi

Gotschi
tells homeowners that if their attic is properly ventilated, they can
potentially save money on their energy bills. This often justifies
spending some money upfront to ensure the roofing project is done
correctly, thereby saving them money in the future.

A big-picture
reminder to every homeowner is the total life expectancy of the roof,
which is more likely to happen if it’s properly vented.

“My
homeowner customers realize I’m not just there for their roof. I’m there
for the overall quality of their life. Then they start opening up to
me. It becomes the ice breaker,” Gotschi says.

If homeowners
decline to improve the attic ventilation despite Gotschi’s caution but
still want a new roof installed, he asks them to sign a disclaimer. The
disclaimer removes DryHome Roofing & Siding from responsibility for
any future roof failure because the homeowner declined proper attic
ventilation.

“Just presenting the disclaimer gets the homeowner
over the fence 100% of the time to agree to do the attic ventilation
correctly,” he says. “I tell the homeowner I cannot put a warranty on my
contract because without proper attic ventilation, you’re speeding up
the life of the roof, and it may also affect the roof structure itself.”

To
help make his case, Gotschi points homeowners to the shingle
manufacturer’s website, the building code, and other readily available
resources that explain the need and importance of attic ventilation.

“It all helps establish and build my creditability with the homeowner,” he says.

Gotschi’s
advice to roofing contractors is to make a commitment to learning the
ins and outs of attic ventilation and using that knowledge to help land
the contract and install the best possible roof for the homeowner.
Taking the time to learn the subject will boost the contractor’s
knowledge. The increase in knowledge will elevate the contractor’s
confidence, and homeowners will notice that confidence.

Sing a Different Song

Gotschi
explains that, when going up against competitors, it makes sense to
separate yourself, which contractors can do by having more knowledge in
their arsenal.

“Be sure to back it up with facts. So, for example,
going the attic ventilation route is not just focusing on the roof
because most homeowners don’t think about the roof that way unless you
bring it up,” he said. “So when you’re bringing it up, you’re educating
them on the roof system. And all the dots start connecting in the
homeowner’s mind. And it gives them peace of mind that this contractor
has more to say than the last contractor who stopped by.”

In his experience, the homeowner wants to hear more when presented with this information.

“They want to see you again. They want to buy the new roof from you,” Gotschi says.

Gotschi has a mindset tip for contractors who struggle to feel confident talking to homeowners about proper attic ventilation.

“Think
of something in your life that you are passionate about right now.
Maybe it’s a sport, or a car, or a hobby,” he said. “To be able to have
an intelligent conversation with someone about that topic, you make it a
point to learn as much about it as you can. The same applies here as
roofing contractors. Learn as much as you can about the topic and then
bring that knowledge with you in front of the homeowner.”

With
most of a contractor’s competition offering the same sales pitches and
information, Gotschi encourages contractors to build their knowledge
base and confidence and grasp what they’re selling well.

“Be
three-dimensional, not two. Think about everything from a structure to a
home before you have an answer. Look at the layout of the roof. Poke
your head in the attic. Prepare yourself to have this conversation with
the homeowner and back it with facts,” he said. “Apply your knowledge to
what you’re actually seeing onsite. Go in with confidence, and you’ll
get the job. This knowledge will give you the edge your competition does
not have.”