Customer Service Best Practice: Selling Residential Roof Systems

By Annie Crawford 08-26-2021
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Without guidance, customers may be tempted to mix and match materials from different manufacturers in order to get the lowest roof price up front. However, this may hurt your profits-and, in the long term, their roof.

Learn how to sell the value of a roof system and adopt customer service best practice recommendations that serve both your customers and your company.

Why Sell Systems?

Selling a roof system increases your profits and benefits customers. It's an all-around win. But customers might not understand that the extra money they invest now can pay-off in the long run. As a contractor, it's part of your job to educate homeowners on the value of a roof system.

Not sure what to say? Try incorporating these talking points:

  • "We always recommend you get a full system made by one manufacturer, with one warranty for all the parts."

  • "We recommend a full system that includes leak barrier (to protect the roof's most vulnerable points), roof deck protection (a shingle underlayment), shingles (for looks and protection), and other important accessory products—all by the same manufacturer."

Educating your customers on the purpose and benefit of each component of the roofing system will help you sell the value of the additional investment. For example:

  • Systems made by the same manufacturer are designed and tested to work together.

  • Investing in a complete roofing system from one manufacturer may also make the customer eligible for enhanced warranty coverage. For example, when you install any GAF Lifetime* Shingle and at least three qualifying accessory products, your customer will automatically receive the GAF Roofing System Limited Warranty, which includes Lifetime* coverage on the accessory products as well as the shingles.

Selling Roof Deck Protection & Leak Barrier

Tell customers why roof deck protection is such an important part of a roofing system. Show you're knowledgeable and invested in customers' roof integrity by learning key talking points about top GAF roof deck protection options.


FeltBuster® is a good option for budget-minded customers.

  • It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.

  • It's an affordable upgrade of typical asphalt felts with enhanced strength and durability.

  • It reduces wrinkling that can detract from the look of a finished roof.

Tiger Paw

Tiger Paw is an upgraded mid-range option.

  • It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.

  • It provides 600 times greater tear strength than standard #30 felt to help provide an extra-strong base for your roof system.

  • It resists rot and won't become brittle over time to help ensure long-term protection.


Deck-Armor is a premium option.

  • It serves as a secondary layer of protection under the shingles to help reduce the risk of leaks caused by wind-driven rain.

  • It reduces the risk of wrinkling and buckling that can detract from the look of your finished roof.

  • Unlike most underlayments, it's breathable to help reduce damaging moisture that may become trapped in the roofing system.

Install Leak Barrier

Leak barrier materials protect vulnerable roof points which are exposed to large volumes of water and/or ice. Products like WeatherWatch® and StormGuard® have several benefits to keep in mind.

  • These added products can boost your sales and in some parts of the country they're actually required by building code.

  • Most importantly, they fight wind-driven rain and ice dams that can lead to expensive damages.

Selling Hip & Ridge Materials

Homeowner education can lay the foundation for future sales. Use these talking points to discuss these materials with your future customers.

  • Hip and ridge shingles: These resist wind blow-off and guard against leaks. Plus, GAF hip and ridge shingles are factory color blended to match GAF shingles, unlike cut-up strip shingles.

  • Timbertex®: Double-layer, 12" width ridge cap shingles provide excellent protection and curb appeal with their added dimension and thickness.

  • TimberCrest®: Provides excellent protection for high-stress roof areas with their high-profile rounded "bullnose" design that frames the look of your new GAF roof. The product was created for the unique architectural style of homes in Western U.S. & Western Canada.

Selling Attic Ventilation

Are you selling ventilation products to your customers? The time to start is now. Teaching homeowners about the problems that can stem from lack of proper ventilation allows you to offer an option to help reduce those risks.

For instance:

  • Moisture naturally occurs in the home from showering, washing dishes, and humidity from outdoors and can collect in the attic space. Also, in the summer, excessive heat typically collects in the attic. This moisture and excessive heat in improperly ventilated attics can lead to premature roof system deterioration and increased cooling costs.

  • A balanced ventilation system helps reduce this damaging moisture and heat buildup in the attic.

  • GAF offers a full line of ventilation products and attic vents, including Cobra® and Master Flow® attic ventilation products for virtually any climate and roof design.

You have the talking points and the knowledge to teach customers the value of a complete roofing system. Put together, they're a toolbox for streamlining how you can lean on customer service best practice advice with your customers.

*The word "Lifetime" means as long as the original owner(s) [or the second owner(s) if coverage was properly transferred during the Smart Choice Protection Period], own the property where the shingles and/or accessories are installed. The Lifetime warranty is applicable only to shingles and accessories installed on a single-family detached residence owned by individuals. For any other type of owner or building, such as a corporation, governmental entity, religious entity, condominium or homeowner association, school, apartment building, office building, or multi-use structure, the length of the warranty is 40 years. See GAF Shingle & Accessory Limited Warranty and GAF Roofing System Limited Warranty for complete coverage and restrictions. Visit for qualifying GAF products.

Annie Crawford is a freelance writer in Oakland, CA, covering travel, style, and home improvement. Find more of her work at
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