Why Roofing is Essential During the Pandemic and in the New Normal

Businesses in virtually every sector have taken a blow during the coronavirus pandemic. To remain viable or even afloat, companies across the globe have been forced to be even more agile, resilient, creative and gritty than ever before while simultaneously ensuring the safety of their clients and their families. In short, the COVID-19 crisis has taught businesses that they must be ready to adapt and learn new ways to transact in their business. And even as the economy starts to reopen and we begin adjusting to what will be the new normal, fundamentally, most businesses will never quite be the same again.

Scott McDonald, CEO of F-Wave joined Daniel Litwin, MarketScale’s Voice of B2B, to discuss how niche companies like F-Wave have adapted during the pandemic and what the roofing industry may look like in the new normal. Reinventing residential roofing, F-Wave manufactures a superior line of performance-backed premium synthetic roofing shingles that not only stand up to hail, other storm damage and the test of time, but also doesn’t compromise on high-style great looks and curb appeal. 

When the coronavirus spread and quickly transformed into a pandemic, many businesses were considered non-essential and ordered to shut down. This included non-essential construction in many states. However, as a home or building’s first line of defense against mother nature, the National Roofing Construction Association penned a letter to President Trump making the case clear that emergency orders relating to COVID-19 hindered the roofing industry’s ability operate and aid in the response to the pandemic. The memo asked that the Administration provide clear consistency between rules being issued from hundreds of state and local governments while recognizing the critical role the roofing industry plays in protecting U.S. families and employers. The letter also pointed out that, as spring and other extreme weather events take place, it would be vital for roofing contractors to be able to make the necessary repairs for homeowners and businesses alike. F-Wave was a supporting voice for the NRCA.

“We tried to support that by making sure that all of our customers, our employees, our network joined that cry to make the roofing industry deemed essential,” stated McDonald. “It was important that home repair and roof replacement and all things related to residential construction were included in that, including roofing. And so we wanted to do our part.”

Way before the coronavirus made its impact, safety was a standard expectation at F-Wave, so in early March, the company immediately implemented CDC-required social distancing and hygiene measures as well as OSHA suggestions to keep their employees safe. Further, the company has employed virtual technology to ensure business as usual for their clients and McDonald envisions that this digital infrastructure will continue past the pandemic.

“What we’re trying to do is making it easier to interact with F-Wave and evaluate our products as a fit for your project online and virtually. We’ve got three or four specific programs underway to take advantage of that.” McDonald further commented, “What we’re trying to do, obviously, is capture all the possible sales that we can now—just like everybody else. But we’re also laying bricks for the future because we believe the new normal is going to different than the old normal and we want to be prepared for that.”

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