3 Reasons Roofers Should Offer Blown-In Insulation to Homeowners

Add-On Sales for Business You’re Already Earning

Roofers can easily add blown-in insulation to their offering to increase the profitability of jobs they win, while saving their customers money on their utility bills!  Read on to learn three reasons your company should consider offering blown-in insulation:

1. Earn More Profit on your Roofing Jobs (you’re already there)

1709-OCsalesperson.jpgIf your roofing business is being affected by the labor shortage, you may be limited to how much business you can book during the season.  So how do you grow your profitability?  By making more on every sale.  Blown-In Insulation is a natural fit for roofing contractors, who work in the attic area and expose the attic when replacing sheathing during the natural course of re-roofing.  Offering blown-in insulation is a great way to increase the profit potential of roofing bids, without impacting the amount of business you can book during the season.  And any insulation sale that you close as part of a roofing job is highly profitable, because the overhead of your roofing crew and equipment is already factored into the roofing job.

2. Ease of Entry (Equipment & Training)

1709-Intec_WASP.jpgDifferent kinds of equipment are used to install insulation in attic spaces.   Contractors that focus exclusively on insulation may invest in specialized vehicles that contain high-volume insulation blowing equipment, to the tune of tens of thousands of dollars.  Even on the entry-level side, stand-alone insulation blowers can cost five thousand dollars or more.   This may sound like a high cost of entry to support add-on sales, but the good news is that this capital expense is usually completely avoidable: if you want to try selling blown-in insulation without investing in the blowing equipment, many distributors will rent the equipment to you for a small charge or even free.

1709-Cellulose-raw.jpgMany different types of blown-in insulation are available.  Wet systems require more expensive and specialized equipment and training, making dry blown-in insulation the better fit for contractors looking to add insulation to their roofing business.  Two main material types are used to manufacture dry blown-in insulation: fiberglass or cellulose.  Manufacturers go to great lengths to prove their respective strengths and weaknesses, and provide a great deal of literature and sales aids to make their respective cases.  Ultimately, both materials are installed using similar methods and both are effective at achieving or surpassing code requirements for attic spaces.  There are two major factors that should affect your decision to use fiberglass or cellulose:

Existing Roofing Manufacturer Relationships.  CertainTeed and Owens Corning manufacture both shingles and fiberglass insulation; if you regularly install their shingles, there may be advantages in their support or loyalty programs to selling their insulation products as well.

Support Provided by the Manufacturer.  Each manufacturer has different levels of support in terms of effective sales aids, training materials, certifications, and lead generation programs.  Applegate Insulation provides a great deal of samples, literature, videos, and training opportunities for professional contractors that want to use cellulose.  Review the manufacturers’ support programs to determine which one is the best fit for your company.

3. Save Your Customers Money on their Utility Bills

0809-climatezones.pngAccording to the 2009 International Energy Conservation Code (IECC) Residential Prescriptive Requirements, Michigan counties fall into Climate Zones 5, 6, and 7, with a recommended R-38 (Zone 5) or R-49 (Zones 6 & 7) insulation in ceilings.  The Michigan Building Code, administered and enforced by the Building Division of the Department of Licensing and Regulatory Affairs requires these values per the 2015 Michigan Energy Code

Inadequate attic insulation results in higher utility costs due to more heat being lost in the winter.  Many older homes do not meet current code requirements; a quick peek inside your prospect’s attic can yield an opportunity to educate the homeowner on the cost savings of bringing their attic insulation up to code.

You have tools available to help reduce the cost of insulation for your customers as well.  Michigan utilities will help homeowners subsidize the cost of attic insulation – both DTE and Consumers Energy have $125 rebates available for installation of 500+ sqft of attic insulation.  This can help make the modest cost of attic insulation even more reasonable for your client.

Even if the homeowner elects not to add insulation to their roof job, the insulation expertise and consultation you demonstrate can help you establish trust and close the sale.  Positioning your roofing company as energy-conscious can be a great differentiator that can lead to greater profitability and greater customer satisfaction – it’s a win-win!


Wimsatt Building Materials stocks Owens Corning ProCat fiberglass insulation and Applegate R-Value cellulose insulation.  Contractors can rent an insulation blowing machine from Wimsatt for free with purchase of 10 bags of fiberglass or 20 bags of cellulose blown-in insulation.

Tags Contractor's Angle Steep Slope Roofing Insulation Marketing/Sales

About Wimsatt Building Materials

Wimsatt Building Materials

Wimsatt Building Materials is a distributor of quality steep slope & low slope roofing, exterior cladding, windows & doors, and specialty building materials. We serve builders and contractors with our gold standard in service from eight locations across Michigan and Northern Ohio.

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