By Jay Butch, Director of Contractor Programs, CertainTeed Roofing.
Many times, there’s a huge gap between what a homeowner expects a warranty to cover and the reality of what it really covers.
In my 20 years in this industry, I’ve talked and listened to literally thousands of roofing contractors throughout the U.S. and Canada. And, I’ve heard it all, some of which isn’t fit for print. In all seriousness, I’m very proud that in our industry people are not afraid to speak their minds, especially on issues that affect safety, productivity, profitability and overall business success.
In the past few years, one issue you’ve been extremely vocal about is warranties. It is a little crazy out there with almost everything being “lifetime.” Then you add in extended warranties, proration, what’s covered and what’s not, and the situation gets even more confusing.
Consider this: I recently talked with our warranty department and asked them…”what is the oldest roof you recently handled a claim for?” The answer was 29 years and the issue was a manufacturing defect that led to excessive granule loss. I then asked the team: “What was the homeowner’s expectation in terms of warranty coverage.” The answer: “Full replacement—tear-off, new material, labor, disposal.” The reality is that the homeowner was eligible for new material only and only a portion based on proration. My point is this — many times there’s a huge gap between what a homeowner expects a warranty to cover and the reality of what it really covers. And then the fingers start pointing. Sound familiar?
My goal over the next few weeks is to help you navigate the confusion and bridge that gap. In the long run, you’ll gain street cred for your knowledge, honesty, and transparency and when/if the time comes to handle a warranty claim, you and the homeowner will be more closely aligned on what’s covered. Warranties can be tough to explain and for a homeowner investing thousands of dollars on a major home improvement, the details are a bit overwhelming. Let’s change that.
To get started, I want to hear from you! Please take this short survey and let me know your thoughts on warranties…who does it right, wrong? What can be improved? Is there a magic bullet to fix it all? Next week I’ll start digging into your comments and we’ll start giving you the Straight Talk.
Be Safe, Be Different and Be Profitable
Director of Contractor Programs
Jay Butch joined CertainTeed Roofing in 1998 and is responsible for all contractor programs and marketing. By developing the Shingle Master credential, an enhanced SureStart PLUS warranty and Roofers’ Rewards, he strengthened the Contractor’s EDGE offering. Jay adds valuable insight from his extensive interactions with contractors across the country. Prior to joining CertainTeed, he spent 19 years with Prudential and held a variety of progressive management responsibilities. During this time, he also operated a remodeling contractor business. Jay is a graduate of Temple University with a Bachelor of Science degree in Accounting and earned an MBA degree from DeSales University.
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