How to educate your clients about roofing systems

June 24, 2025

Enlighten customers on roofing system costs, materials and maintenance to gain their trust – and business  

An informed client is a happy client, especially when it comes to replacing or installing a building’s roofing system. 

As the contractor, it’s beneficial to both you and your customer to take time to provide some Roofing 101 at the project outset. Not only does it build trust – it allows them to make educated decisions, decreasing the likelihood of change orders and bad reviews down the line.  

Here are some of the key points about roofing systems you should go over with your clients, to keep them informed without giving an information overload.  

Use layman’s terms and real-world examples 

Nobody enjoys being stuck in a conversation they can’t follow, or feeling less intelligent because they don’t know technical terms. For this reason, it’s important to avoid using jargon like “mechanically fastened modified bitumen,” unless you can break down exactly what it means.  

Instead, you could try “This is a durable, waterproof layer that’s great for flat roofs and can handle changes in temperature without cracking.” 

Giving your clients just enough technical knowledge is empowering, without being overwhelming.  

Start with the basics 

Many homeowners or property managers aren’t familiar with the structure of a roofing system, so help them out by breaking it down into its components, from decking and underlayment to ventilation, insulation and flashing. 

Using visuals like diagrams, cross-sections, or even exploring case studies may help illustrate how each layer works together to provide protection and performance.  

Review roofing materials as well, to help distinguish the various jobs – and necessity – of shingles, metal panels, membrane, etc. This presents an opportunity to explore related costs of different materials and their life expectancy.  

Metal roofs, for example, may have a higher upfront cost but last between 40 to 60 years with minimal maintenance, while asphalt shingles may be more affordable but will need to be replaced in 15 to 25 years, depending on quality and installation. 

Highlighting these factors helps clients make value-based decisions, not just price-based ones. 

Explain local climate impact 

A country as vast as Canadian has a huge variation in climate zones. Roofing systems must be designed to stand up to regional weather patterns, so make sure to cover how materials and installation techniques vary depending on the climate. 

Reference CSA standards or local building code requirements to demonstrate that you're not just making suggestions, but following proven best practices. 

Provide maintenance tips 

To help your clients achieve long-term performance and a positive return on their roofing investment, offer guidance on carrying out seasonal roof inspections, clearing gutters, and checking for signs of wear.  

Providing a simple maintenance checklist after the project helps build long-term client relationships and positions you as a reliable expert. It may also make you the first company clients think to call when they need a roofing service performed.  

Add value to your service with Roofing Systems 101  

Educating your clients isn’t just good service – it gives you a competitive advantage.  

Helping customers understand their roofing system and its role in protecting their building empowers them to make smarter, more confident decisions.  

And that kind of trust and clarity is invaluable.