b'STEEP SLOPEthe roof, at or near the peak of thethe knowledge you gave to the homeowner was roof. This combination of intake andused to help them make an informed decision exhaustairflow helps to flush outwith your competition; and your competition used any potentially damaging heat andthat knowledge to do a better job than they likely moisturebuildupinsidetheattic.would have otherwise done. Thats still a positive It also helps fight ice dams. But itoutcome.requires both intake and exhaustIts a positive outcome, he says, because ultimately airflowafactHustonmentionsthe homeowner received the best possible roof. during every roof assessment withFurthermore, the more roofing companies out Michael Hustonhomeowners.Lindholm Roofing there installing roofs the best way possible, the Knowledge is a huge element in every project. Itsbetter it is for the residential roofing industry at knowing what youre talking about and knowinglarge. Huston says it sometimes even leads to howtoputitintosimpleenoughtermsforareferrals!homeowner to understand and realize that itsLosing Bids but Gaining Referralsimportant, not just the attic ventilation but the entire roofing system, Huston says.There have been times the homeowners have Point of Differentiation asked me to come by and look at the roof installed by my competition to make sure it was done right. HustonsayshetriestodifferentiatehimselfIll stop by and try to give homeowners the feel by doing an attic inspection. Often times thegood feelings theyre looking for before they pay competition doesnt bother to go into the attic.for the roof, or they already paid for, Huston says. They come to the home, they go along sidewalkI may suggest some changes on occasion. Im with a rolling measuring stick, they go along thenot one to knock another persons work but if I sides of the house and take a couple of pictures,see something that maybe could have been done they count the number of vents, but its not asa little bit better Ill put it in those cordial words. thorough as including an attic inspection, HustonSometimes its necessary for the roofing contractor says. to come back to change something. If you go into the attic and you find mold or issuesIve seen the ridge vent slot cut too narrow or with the plywood or decking, then you know theresexcessively wide, neither of which is correct. Its already a moisture content issue, theres a lack ofimportant that the homeowner gain the entire proper attic ventilation, Huston says. Sometimesadvantage of the product they are paying for, you find bathroom fan ductwork laying in the attiche says.insulation throwing warm, moist shower vapor intoThe nice thing about homeowners calling you the attic with no where to go. Thats a problem. back,homeownerstrustingyou,homeowners These are just a few examples of the informationunderstanding that you know a little more than Hustonalwaysshareswiththehomeownerthe next guy because you took the time to be because the homeowner needs to know. But somethorough and explain the entire roofing system, homeowners take that information to Hustonsit leads to new business. These homeowners competition. end up referring me to their friends, family and I always want to be hired by the homeowner.neighbors, even though originally they did not hire I want to close 100% of my homeowner visits.me, Huston says. I get referrals out of lost jobs. And I earn a lot of the projects I quote due to myHow many people can say that? Sometimes the knowledge. But sometimes you dont get hired. Inbusiness you lose you still get additional business terms of losing jobs to the competition, no one isfrom that with your knowledge. Its not just attic ever happy when you go out to do an estimate, andventilation but the roofing system in general.a roofing project that might be $10, $15, $20,000Huston says Linholm Roofing as a company has is lost because someone else is a lower pricemade sure its team of employees understand the than you, Huston admits. And you learn thatfull roof systemnot just attic ventilationand how Continued on page 22www.mrca.orgMidwest Roofer 21'