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TRANSCRIPT
May/June 2016
CRSMCA – COVERING THE CAROLINAS FOR OVER 65 YEARS
CAROLINAS CONTACTS
Retargeting Your Marketing
Surprising Statistics That Could Save
Your Company
IN THIS ISSUE...CRSMCA President’s Note ....................... 4 Crappy Roof of the Month ....................... 4Associate Group President’s Note .......... 5Association in Action ................................ 6Form I-9...Not on Time .............................. 7News in the Carolinas ............................... 8How Did They Know I Wanted Information on Roof Cleaning ............... 12
Three Surprising Statistics That Could Save Your Roofing Company ..... 14Giving the “All Ready“ (in English) ......... 16Charlas de seguridad (en español) ....... 17Goldman: Oil Will Recover Faster than Metals ................................... 18
This year’s Annual Meeting/Summer Convention is held in beautiful Hilton Head, South Carolina
4 CAROLINAS CONTACTS | MAY/JUNE 2016
CAROLINAS ROOFING & SHEET METAL CONTRACTORS
ASSOCIATIONP.O. Box 7643
Charlotte, NC 28241-7643
710 Imperial Court Charlotte, NC 28273
Phone: 704-556-1228 Fax: 704-557-1736
www.crsmca.org
AFFILITIATED WITH: NRCA - ASAC/STAC
Carolinas Contacts addresses issues and concerns of the roofing industry. Technology, test, and building codes are constantly changing, and such changes may not be reflected herein. All information wis presented for the benefit of our readers and does not necessarily refelct the views of CRSMCA. Press releases and product information presented do not reflect all available materials. Before purchasing, installing, using, or recommending any product, system, or method, readers should make independent evaluations.
I hope everyone had a good and prosperous spring with an even greater outlook to the summer months. Be sure that you and your employees stay safe…by keeping cool and hydrated!
The Annual Meeting/Summer Con-vention is just around the corner in Hilton Head, South Carolina. The CRSMCA Planning Committee has continued to make an effort to make this fun for the whole family but also educational for everyone who attends. I hope you are making your plans to be there to support CRSMCA and the roofing industry. Your support is al-ways appreciated and acknowledged by the members of CRSMCA.
The CRSMCA Carolinas Contacts Magazine Committee has featured a new and revealing section to the Carolinas Contacts Magazine that I have been able to submit a photo to. It’s the “Crappy Roof of the Month” and I think we all have a few of these photos on our phones or laptops that we could share with the CRSMCA Carolinas Contacts Magazine Committee. Be sure to send yours to the CRSMCA Executive Director, Carla Sims, at [email protected] I am looking forward to seeing what you all get to see!
I will close by asking that all of us remember to make an effort to do business with the suppliers and all Associate members who support our association with their time and money.
Again, I am looking forward to seeing you in Hilton Head, South Carolina for the 73rd Anniversary of CRSMCA!
from the
PRESIDENT
Tom Smith
ASHE ROOFING COMPANY
Your support is always appreciated and
acknowledged by the members of CRSMCA.
CRSMCA Releases “Crappy Roof of the Month”Send your comments on the issues seen at left to the CRSMCA Caro-linas Contacts Magazine Committee via email to [email protected], subject “Crappy Roof Comments”. (Photo submitted by Tom Smith, Barger-Ashe Roofing Company)
CRSMCA members come upon crappy roof installations and disasters from time to time. Please feel free to send your best “worst” picture to the CRSMCA Carolinas Contacts Magazine Committee to share with your fellow CRSMCA members and peers via email to [email protected], subject “Crappy Roof Moment”
MAY/JUNE 2016 | CAROLINAS CONTACTS 5
Mike Broski
JOHNS MANVILLE
I hope you all are making your plans to attend the 73rd anniversary of CRSMCA at the Annual Meeting/Summer Convention in Hilton Head, South Carolina on June 23-26. The CRSMCA Planning Committee has been able to make this event not only fun for the whole family, but encouraging for the whole family as well. With guest speakers that will provide you self-motivation with pro-voking thoughts for your days ahead and small business outlooks, you are sure to leave Hilton Head with more knowledge than you planned! Be sure to come for a fun time with your family and CRSMCA friends!
In the coming months, the CRSMCA District Directors and Associate Liaisons will be planning for the Fall Dis-trict Meetings throughout the Carolinas. Be sure to check out the dates for the location nearest you…and be sure to attend. Not only will this be an opportunity to get to know your neighbors but also a relaxing social network-ing opportunity after a long day in the office or on a job site. I encourage you to bring a friend/guest to introduce them to the CRSMCA, for them to see how we can all benefit the roofing industry together! I would also like to encourage all of the Associate Group Membership to attend and participate in driving contractor participation.
I want to wish everyone a safe and prosperous summer and I look forward to seeing you at the upcoming Annual Meeting/Summer Convention and Fall District Meetings!
from theASSOCIATE GROUP PRESIDENT
ASSOCIATION OFFICERSPRESIDENT Thomas (Tom) Smith, Barger-Ashe Roofing Co., Inc.
Lenoir, NC 1ST VICE PRESIDENT David Griffin, Coastal Commercial Roofing Co., Inc.,
Conway, SC 2ND VICE PRESIDENT Todd Smith, Hamlin Roofing Co., Inc., Garner, NC SECRETARY-TREASURER Scott Mathias, Watts & Assoc. Roofing, Inc.,
Columbia, SC IMMEDIATE PAST PRESIDENT Wes Williamson, Skyline Roofing, Inc.,
Charleston, SC GENERAL COUNSEL Perry Safran, Safran Law Offices, Raleigh, NC
STAFFEXECUTIVE DIRECTOR Carla B. Sims, Charlotte, NCASSISTANT Jennifer H. Ramsey, Charlotte, NC
DIRECTORS01 Hugh Clark, Service One, Inc. Fletcher, NC 01 Matthew Williams, CityScape Roofing, Inc., Claremont, NC02 Mickey Childress, Triad Roofing Company, Inc., Winston-Salem, NC 03 Allen Hughes, Rike Roofing & Mfg, Inc., Charlotte, NC 03 Lauire Thweatt, Weathergard, Inc., Monroe, NC04 David Panella, Hamlin Roofing Company, Inc., Garner, NC05 Hunter Steed, Wayne Roofing & S/M Co., Inc., Goldsboro, NC 07 John Gann, Coastal Commercial Rfg Co., Conway, SC10 Eric Campbell, Campbell Professional Roofing, N. Charleston, SC
ASSOCIATE GROUP OFFICERSPRESIDENT Michael Broski, Johns Manville, Wake Forest, NC2ND VICE PRESIDENT Ryan Walsh, W.R. Walsh, Inc., Greensboro, NCSECRETARY-TREASURER Drew Buchanan, GAF Materials Corp., Rock Hill, SC PAST PRESIDENT Brandon Jackson, Petersen Aluminum Corp., Charlotte, NC
ASSOCIATE LIAISONS01 David Summers, RSG – Columbia Advance, NC02 Scott Carawan – NB Handy Company Greensboro, NC03 Erik Hauck – ABC Supply Co., Inc., Charlotte, NC04 Justin Maycher – GAF Materials Corporation, Raleigh, NC06 Sean Dougherty – OMG, Raleigh, NC08 Blaise Craft – IKO Premium Roofing Products, Inc. Gaston, SC09 Greg Norman – GAF Materials Corporation Greenville, SC09 Chad Bolt – ABC Supply Company, Inc. Greenville, SC 10 Mark Wessinger – Quest Construction Products, LLC Charleston, SC
MAGAZINE COMMITTEEHenry Sackett (Chairman), George Garven, Laurie Thweatt, Rainy Ugenmach, Brandon Jackson, Carla B. SimsCarolinas Contacts welcomes letters to the editor. Views expressed in “Letters” are not necessarily those of CRSMCA. Letters must be signed and include a return address and telephone number. Carolinas Contacts reserves the right to edit letters for clarity and length. Send letters to Carla B. Sims, Carolinas Contacts, PO Box 7643, Charlotte, N.C. 28241-7643; fax (704) 557-1736.Carolinas Contacts is owned by the Carolinas Roofing & Sheet Metal Contractors Association to furnish information, news and trends in the Roof-ing & Sheet Metal industry in the two Carolinas, and is the official bi-month-ly publication of the Association.Issued bi-monthly from Association Headquarters 710 Imperial Court, Charlotte, NC 28273 (PO Box 7643, Charlotte 28241-7643) as a service to the members and advertisers.Postage Paid at Charlotte, NC.Advertising and editorial forms close on the 10th of the month preceding publication. Advertising rates available upon request to CRS&MCA, PO Box 7643, Charlotte, NC 28241-7643.Printed by CRSMCA, Charlotte, NC Graphic Design by Rhonda Sergeant, Charlotte, NC
THE CRSMCA MISSION STATEMENTTo promote and safeguard the common business interest of its members and to improve conditions by educating all persons concerning the roofing and sheet metal business and industry. To work for the development and progress of the roofing and sheet metal business industry and to work with individuals’ organizations and governmental agencies toward the achieve-ment of a stronger profession of the roofing and sheet metal industry.
6 CAROLINAS CONTACTS | MAY/JUNE 2016
in ActionASSOCIATION
Carla B. Sims
CRSMCA EXECUTIVE DIRECTOR
Hello CRSMCA members and friends… I hope everyone has had an enjoyable first half of 2016! Where have the months gone?! Like many of you, I am experiencing life at a faster pace these days and I sometimes get lost in the calendar instead of lost in the moments that need to be remembered. Another growing pain and one I hope to embrace with a change.
CRSMCA is celebrating their 73 years of service to the roofing industry, celebrating families that continue to thrive and flourish within the roofing industry and continuing to carry out family businesses. The greatest celebration is at the CRSMCA Annual Meeting/Summer Convention spending time visit-ing with the members and gaining knowledge through motivational guest speakers! The events like the Annual Meeting/Summer Convention is what continues to strengthen CRSMCA and what encourages everyone to bring new value to the CRSMCA membership. We hope you have made your plans to attend this family-fun weekend… but if you just decided to come, feel free to call me directly (704.556.1228 ext 1) so we can get you set!
At the closing of the summer months,
the CRSMCA Boards will begin their preparation of the 2016-2017 year with Fall District Meeting planning as well as the 2017 Carolinas Mid-Winter Roofing Expo planning!
The 2016 Fall Meeting District dates are listed in the News in the Caroli-nas section of the Carolinas Contacts Magazine. Another way to be sure you see the list as well as receive the meeting registration information, is through your Email Inbox.
CRSMCA continues to send out weekly newsletters of upcoming meetings, seminars, and conferences. Are you getting your newsletter? These meetings are sure to put you face to face with CRSMCA members, roofing industry leaders, labor employees and roofing industry experts throughout the Carolinas.
The CRSMCA Planning Committee will begin finalizing the 2017 Carolinas Mid-Winter Roofing Expo that will
be held January 31-February 2, 2017 in Greenville, South Carolina. A NEW LOCATION!!
For potential exhibitors, booth selections have already begun and space is limited to only 87 booth spaces available. If you plan to exhibit, be sure to check out the CRSMCA website and your Email Inbox in July 2016 to get your registration completed.
Contractors will be able to begin registering in August 2016. The CRSMCA Planning Committee would like to encourage you to register early as well, as most of the educational seminars will have limited seating!
The CRSMCA Boards and Staff are looking forward to a prosperous 2016-2017 year with increased attendance at all CRSMCA events as well as increased sponsorship companies. Your attendance and sponsorships continue to work for you and for your Association! The growth and strength of your Association and roofing industry knowledge, depends on the CRSMCA members… YOU!
Thank you for supporting your asso-ciation and the roofing industry!
2017 Carolinas Mid-Winter Roofing
Expo will be held January 31-February 2
MAY/JUNE 2016 | CAROLINAS CONTACTS 7
For all my HR professionals out there, you know that the first rule of filling out a Form I-9 is to make sure all ver-ification documents are UNEXPIRED. You are also well aware that you should always use the most recent version of the Form I-9 (a.k.a. one that is unexpired). If you have hired a new employee lately you may have noticed this:
#governmentfail.
It looks like the only Form I-9 cur-rently available is in fact a few days expired. But before you panic, you should know the USCIS has also noticed this and has plans to launch a new “Smart” Form I-9 in the near future. In the meantime, you are permitted to use the newly expired Form I-9 which you can find at here.
For those curious about the future “Smart” Form I-9, it is supposedly going to be Millennial-friendly, meaning it will have drop-down menus, embedded instructions, and validations so people can stop “accidentally” entering 20-digit social security numbers. Welcome to the 21st century... in 2016.
FORM I-9... Not on TimeWritten by Felton Banks, PLLC, Law Blog (www.feltonbanks.com/feltonbanksblog/)
April 04, 2016 in In the News, Employment Law
Advertise here. Email [email protected] for more information
8 CAROLINAS CONTACTS | MAY/JUNE 2016
NC DEPARTMENT OF LABOR/OSHCompliance Bureau ContactsTim Childers (336) 776-4420 [email protected]
Phil Hooper (919) 779-8512 [email protected]
Employers Must Post Injury and Illness Summaries Now through AprilOSHA reminds employers of their obligation to post a copy of OS-HA’s Form 300A, which summarizes job-related injuries and illnesses logged during 2015. The summary must be displayed in a common area where notices to employees are usu-ally posted each year between Feb. 1 and April 30.
Businesses withw 10 or fewer em-ployees and those in certain low-haz-ard industries are exempt from OSHA recordkeeping and posting requirements. As of Jan. 1, 2015, certain previously exempt indus-tries are now covered. Lists of both exempt and newly covered industries are available on OSHA’s website. Visit OSHA’s Recordkeeping Rule webpage (https://www.osha.gov/recordkeeping2014/records.html) for more information on recordkeeping requirements.
OSHA to Raise Fines in 2016OSHA has adjusted its fines one time in 1990, so under this new law, its penalties are likely to be increased dramatically. According to one pre-liminary analysis, the maximum pen-alty for serious fines could increase from $7,000 to $12,744, and the maxi-mum fines for willful or repeat penal-ties could increase from $70,000 to $127,438. The law directs OSHA to implement the adjustments through a regulation that must be issued on or before July 1, 2016, and must take effect on or before Aug. 1, 2016.
Reference Siteswww.wsj.com/articles/osha-fines-to-raise-for-first-time-since-1990-1446603819
www.constructiondive.com/news/a-gotcha-move-construction-industry-reacts-to-osha-fine-increase-bomb-she/409277/
OSHA Under Obama: What We Can Expect During The Final YearOne year from now a new U.S. presi-dent will be preparing to take office. A new leader in the Oval Office could mean a different direction for OSHA. Before that happens, howev-er, OSHA under President Obamas’ administration has many items left on its agenda, including rules on silica dust, record keeping and combus-tible dust – probably too many for the agency to address in just over 13 months. Although a new admin-istration could continue OSHA’s current agenda, it’s not guaranteed, especially if we see the election of a Republican. So with limited time and resources, here is what we might
expect in the remaining months of the Obama presidency:
• SILICA A final rule on silica most likely will be issued before Obama leaves office, as it is clearly now the agency’s top rule making priority. This is rule making that OSHA feels could make the greatest impact in the time they have left. OSHA has been publicly working on updat-ing its silica rule for more than a decade and issued a proposed regulation two years ago. Despite strong opposition from some industry and employer groups, as well as many members of Con-gress, the rule is expected within the next year or so, with room for debate as to whether it is released before, during or after the 2016 presidential election.
• RECORDKEEPING An updated rule from OSHA now requires employers to report on the job and work-related deaths in a timelier manner, as well as report more hos-pitalizations and all amputations. Two other rules could be issued in the next 12-15 months; one would require many employers to regu-larly submit their injury and illness records, which would then be made available to the public; the other rule clarifies that recording an injury is an “ongoing obligation,” and would provide the agency an avenue to work around a court ruling barring OSHA from citing an employer past a six-month statute of limitations.
• WALKING / WORKING SURFACES OSHA’s rule to address slip, trip and fall hazards is one of the furthest along in the rulemaking process – it has been in the works for the
in the CarolinasNEWS
MAY/JUNE 2016 | CAROLINAS CONTACTS 9
past 25 years. Although a final rule was expected in August, it was still under the OMB agency review at this time. Regardless, many in both the construction industry and safety community regard the rule as one that OSHA could easily issue, possi-bly before the end of 2015.
Source: SDRCA December Newsletter & Announcements 12/2/15 E-Newsletter.
Spanish-Language Fact Sheet Now Available on Whistleblower Protections Under the OSH ActOSHA’s fact sheet, Filing Whis-tleblower Complaints under Sec-tion 11(c) of the OSH Act of 1970, is now available in Spanish*. The fact sheet explains that employers are prohibited from retaliating against employees for exercising a variety of rights guaranteed under the OSH Act, such as filing a safety and health complaint with OSHA, raising a health and safety concern with their employers, participating in an OSHA inspection, or reporting a work-relat-ed injury or illness.
OSHA enforces the whistleblower provisions of 22 statutes that protect workers from retaliation when raising safety and health issues on the job or reporting violations of laws in various industries. For more information, visit the Whistleblower webpage (http://www.whistleblowers.gov/ index_sp.html).
Third-Annual National Safety Stand-Down to be held May 2-6OSHA, the National Institute for Occupational Safety and Health, and the Center for Construction Research and Training will hold the third annual National Safety Stand-Down May 2-6, 2016, to raise aware-ness of the serious risk of falls in the workplace. Falls are the leading cause of death in the construction industry, and lack of proper fall pro-tection remains the most frequently cited violation by OSHA.
More than 4 million workers have participated in the last two years, dedicating themselves to on-the-job safety. This year the stand-down will highlight the safe use of lad-ders and encourage employers to pause during their workday for topic talks, demonstrations and training on how to prevent falls. For more information on the success of last year’s stand-down, see the final data report (https://www.osha.gov/StopFallsStandDown/2015report.pdf). Visit the 2016 National Safety Stand-Down webpage (https://www.osha.gov/StopFallsStandDown/) for more updates.
New Webpage Makes it Easier for Workers to Access Information on Their RightsOSHA has redesigned its Worker Rights page (https://www.osha.gov/workers/index.html) to create a bet-ter experience for workers looking for information about their rights and what to do if they have concerns about safety and health at their work-place. The new page divides the key
information into three parts: Know Your Rights, When to File a Com-plaint, and Contact OSHA, with links to all necessary forms and email ad-dresses. Also posted are Frequently Asked Questions and related publi-cations and blogs. Worker Rights is consistently ranked among the top 10 pages visited on OSHA’s website (https://www.osha.gov/).
Beware of Email ScamOSHA has learned that some busi-nesses are receiving fraudulent emails from an entity that claims to be the Department of Labor. The email advises recipients to download a “guide” to avoid being fined. The email will have the Subject: “OSHA Regulations - Avoid being fined”.
While the sender may appear to be OSHA [[email protected]] this is not an OSHA generated email.
Training information, registration and training course and dates can be found at https://www.labor.commu-nications.its.state.nc.us/OSHPublic/ETTA/class_regist/calendar.cfm
• 10-Hour Construction Industry Awareness Course, February 29, 2016
• 30-Hour Construction Industry Awareness Course, February 29, 2016
• 10-Hour Construction Industry Awareness Course, March 1, 2016
• 10-Hour General Industry Aware-ness Course, March 14, 2016
Follow CRSMCA on Facebook & Twitter
Continued on next page
10 CAROLINAS CONTACTS | MAY/JUNE 2016
in the CarolinasNEWS
IRS Releases 2016 Standard Mileage RatesThe Internal Revenue Service (IRS) has announced the 2016 optional stan-dard mileage rates for calculating deductible costs associated with using an automobile for business, charitable, medical or moving purposes. On January 1, 2016, the standard mileage rates for the use of a car, van, pickup or panel truck will be 54 cents per mile for business miles driven. The standard mileage rate will be 19 cents per mile driven for medical or moving purposes and 14 cents per mile drive in service to a charitable organization.
The CRSMCA Roofing Academy Master Installer Certi-fication Program is designed to promote safety issues and concerns in the application of the roof systems to prepare the employee for best practices in their job performance. It is intended for the use by anyone with an interest in these roof systems, from roofing workers to foremen to supervisors. It is a culmination of efforts
by contractors, manufacturers, suppliers and others who are dedicated to promoting safety.
Enrolled students will learn and train the basics of roofing, increasing their knowledge and skills to make them more valuable to their respective compa-nies, as well as build future leaders in the roofing industry.
• Complying with OSHA General Industry Standards – Beginners Level, March 30, 2016
• Complying with OSHA Construction Industry Standards – Beginners Level, April 20, 2016
• Trainer Course in OSHA Standards Refresher, August 23, 2016
SC Department of Labor, Licensing and Regulation/SC OSHAGeneral Information (803) 896-7665 [email protected]
FREE! Training Classes are available for employers and employees of both the public and private sector; please contact Van Henson at (803) 896-7769.
Examples of training programs of-fered include:• The OSHA Inspection Process• Bloodborne Pathogens• Lockout/Tagout (LOTO• Trenching/Excavation• Hazard Communication• S.C. SMART – Safety Management
Accident Reduction Training• Fall Protection (Construction)• Personal Protective Equipment• Violence in the Workplace• Scaffolding (Construction)• Permit Required Confined Spaces• Industrial Trucks (Forklifts)• OSHA Recordkeeping
Continued from previous page
CRSMCA Roofing Academy Announces the Master Installer Certification Program
District 10 August 25, 2016District 9 September 1, 2016District 7 & 8 September 8, 2016District 5 & 6 September 15, 2016
District 4 September 22, 2016District 3 September 29, 2016District 2 October 6, 2016District 1 October 12, 2016
PLAN NOW FOR CRSMCA FALL DISTRICT MEETINGS
MAY/JUNE 2016 | CAROLINAS CONTACTS 11
J.A. Piper Award, the roofing indus-try’s highest honor, went to John Gooding, GSM Roofing, Epharata, PA. Gooding was recognized for his service to the roofing industry, which included a term as NRCA president, and to his community, which has been incredible.
2016 International Roofing Expo (IRE) and NRCA’s 129th Annual Conven-tion was a great success; here are some highlights:• Attendance reached an all-time
record. Final numbers are still be-ing calculated, but are expected to exceed 10,000 for the first time.
• Of the total, nearly 10% came from 57 countries outside the U.S. Truly an international event!
• 45 people participated in our an-nual Community Service Day where three homes were renovated. Thanks to Tecta America Southeast and Springer-Petersen for donating new roofs to two the homes and to Sika/Sarnafil, the event’s main sponsor.
• Nearly 100 golfers played in the ROOFPAC tournament, helping raise funds for our political pro-gram. Thanks to Johns Manville, the main sponsor of that event.
Effective June 1, the new NRCA offi-cers and directors elected are:• Chairman of the board: Dennis
Conway, Commercial Roofers, Inc.• Chairman of the board-elect: Jim
Barr, Barr Roofing Company• Vice chairman (one-year term): Alex
Hernandez, Clark Roofing Company• Vice Chairmen (two-year term):
Time Blue, Blue’s Roofing Compa-ny; Kent Schwickert, Schwickert’s Tecta America of Mankato; Kyle Thomas, Thomas Roofing Company
NRCA is continuing their popular series of FREE WEBINARS on the third Thursday of each month. These new and innovative webinar topics
and presenters have been selected to expand your knowledge by giving you new ideas that you can imple-ment into your company immedi-ately. Each webinar offers a unique experience specifically tailored to roofing professionals. Don’t miss out on these live opportunities to stay up to date with industry issues affecting your business.
For upcoming webinars and all pre-vious webinar recordings, visit www.nrca.net/webinars.
UP and DOWN EASTERN U.S.• Virginia Association of
Roofing Professionals, www.varoofingprofessionals.org
• Tennessee Association of Roofing Contractors, www.tarcroof.org
• Kentucky Roofing Contractors Association, www.krca.org
• Roofing & S/M Contractors Association of GA, www.rsmca.org
• Florida Roofing & Sheet Metal Association, www.floridaroof.com
NEWS FROM NRCA
CLASSIFIEDSFor Hire: Commercial Roofing Superintendent Commercial roofing company has a position available for an experi-enced Superintendent to supervise the daily activities at multiple job sites as well as at the home office lo-cation. We need someone with 5–10 years of hands-on experience in the installation of BUR, EPDM, TPO, PVC and modified membrane systems. Strong leadership and supervisory abilities are a must as well as being able to plan, organize/schedule/manage crews, and attend job meetings with a complete under-standing of the scope of work.Job Type: Full-timeRequired Experience: Commercial Roofing of 5 yearsPrimary Responsibilities and Qualifi-cations: (including but not limited to)• Supervise field personnel – to
include planning, scheduling, organizing, and directing work.
• Have strong verbal and written communication skills.
• Maintain construction schedule to ensure project is completed on time and under budget.
• Monitor quality and productivity of projects.
• Maintain job records.• Conduct and/or attend pre-con-
struction, progress, and other project and staff meetings.
• Comply with and enforce re-quired codes.
• Maintain a safety conscious envi-ronment and enforce strict safety standards.
• Be computer literate (ability to work with smartphone, laptop, etc.).
• Bilingual is a plus (English/Spanish).• Must have a valid driver’s license.• Must pass drug screening and
background checks.
For Hire: Project ManagerJohnson’s Roofing Service, Inc., a leader in the NC/SC industrial and commercial roofing market, is currently seeking an experienced Project Manager to add to our growing team located in the great-er Charlotte, NC area. We offer a completive compensation package and the opportunity to take your career to the next level. For consideration please email your resume to: [email protected] For more information about John-son’s Roofing Service, Inc., please visit our website at: www.johnson-sroofinginc.com
12 CAROLINAS CONTACTS | MAY/JUNE 2016
As a homeowner, imagine you mouse click to a website to plan that much overdue vacation you have been meaning to book. You had been surfing the Web for a roof cleaning service earlier because the roof on your house looks like it needs a good scrubbing. But for now, you search for: “Mexican beach resort deals,” and viola, your search results pop up – Cancun, Cozumel. Along the margins of the search results, you see advertising displayed for roof cleaning services from various local roofers.
You don’t click on the ad (brand impressions) for roof cleaning; you move on to that dream vacation website. Before you could book it, you are distracted by a Facebook notification from Aunt Betty so you decide to “like” her comment on that plate-of-dinner picture you posted to Facebook over the weekend. Then, Facebook starts to display ads about roofing cleaning (more brand im-pressions and a limited time offer).
See where this is going? Ever since you left that roofer’s website, you see ads for roof cleaning everywhere you browse along the Internet. This can creep some people out – it seems like cyber-stalking to some Internet users; but marketers love this type of advertising. They call it “retargeting.” Like most forms of digital marketing, it’s audience specific, budget-friend-ly and measurable.
Retargeting is a form of digital mar-keting that can be a powerful tool for roofers that want to generate proj-ect elads as long as the campaign
is properly executed. Imagine you could display your new roof cleaning service to anyone who has visited your website long ago. You can with retargeting (also called remarketing).
If you are cjecking your website traffic results on Gogle Analytics, you know that the bounce rate and site visitors’ behavior often indi-cates whether or not your website is efficiently converting visits into sales leads. That is a separate issue but it needs to be addressed first as well as your organic Search Engine Optimi-zation (SEO) program. If your site vis-itors are not responding to your offer of a free quote or opting in to receive your monthly newsletter or you don’t have a form for them to fill oout, you need to set that up before moving on to retargeting. The first step toward digital marketing success is to get a strong call to action for your website visitors. Each site visitor who re-sponds is a potential lead.
Don’t forget print advertising in your efforts to generate website traffic. Ads in magazines can drive traffic to websites when you have a strong call to action, such as a giveaway or contest especially when you tie print promotions to your website. For example, this would be especially true if your target audience was age 50 or older (reroofing) as they tend to visit websites after reading about an offer they first saw in a magazine or newspaper. For targeting the Millen-ials, try asking them to submit smart phone photos of your print ad (or its QR code) in order to direct them to the entry form. A multi-pronged
approach to digital marketing best.
Once you are comfrotable you have made progress in driving people to your website, it is time to move onto Search Engine Marketing (SEM) or paid search tactics. The rationale for retargeting is you can only expect that 2 percent of website visits result in a conversion (or form fill-out), but retargeting brings back many of the 98 percent that have left, according to the retargeting company, AdRoll.com.
Retargeting is the second phase or overlay tactic within a pay-per-click (PPC) campaign because you first want to get a pay-per-click campaign going effectively. That requires ongoing attention to keywords such as: roof cleaning, in genreal and less expansive or geotargeted keywords including: “roof cleaning Orlando” or “Miami roof cleaning.” Once you have confidence your pay-per-click campaign is up and running and effective because your bids on key-words are getting you the return on investment you want, then it is time to add retargeting.
It’s not magic; the first step is to place Java script in the footer of your website (usually the retargeting company provides the code) and you or your webmaster can cut and paste this into your website usually via its content management system. This code generates a list of the people who visited your website and adds cookies to their browser, which is the mechanism for displaying your remarketing ads.
Once you have added a roof clean-
Written by Paul Nutcher, CSI CDT, Florida Roof Magazine, November 2015
RETARGETING “ How Did They Know I Wanted Information on Roof Cleaning”
MAY/JUNE 2016 | CAROLINAS CONTACTS 13
ing code tag to your website, your PPC ads will now be shown on the remarketing display network, con-taining a vast number of websites across the Web. Google and other online advertising vendors have Dis-play Networks you can select on your dashboard. The dashboards on your PPC program will further allow you to tweak the price you want to pay for keywords on a cost-per-click (CPC) or cost-per-thousand impressions (CPM) basis allowing you to adjust the frequency of your ad displays. Or, you may choose to target geograph-ic areas where your ads are displayed down to the city, and demographic targeting based on income, age and other groups of people. All of these factors and others will determine the cost of the campaign while often getting you the best conversion rates for your retargeting ads.
The Google Display Ad Builder offers the business owner options for text, image or even video advertisements. Google has standard sizes and for-mats available that can be easily cus-tomized to fit your campaign needs. Again, a strong call to action with a required response by the ad viewer in order for them to receive an offer is the most common approach for suc-cess. A roofer might want tp create a 10 percent offer for homeowners interested in spring roof cleaning.
Since most small business owners usually try Google AdWords first, they have a retargeting option built into the AdWords dashboard, mak-ing it simpler for roofing business owners to do it themselves. Some would prefer to focus on roofing and hire experts in the SEM field. The experts tend to stay up on the latest digital marketing options to best serve your business goals. Google is always developing ways to make tactics such as retargeting both easier and more effective. Therefore maintaining the expertise to do both retargeting and roofing may be a bit too time consuming. For example, Google recently started offering
dynamic retargeting. This feature not only displays your generic ads landing on your home page where site visitors fill out your form, but can dynamically display ads about specific products and services on pages much deeper into your web-site. These ads take the site visitor straight to the roof cleaning offer or contaest page, bypassing the home page altogether.
However, this much attention to your pay-per-click retargeting campaign requires additional time and knowl-edge to pull off. Google claims the extra effort pays off with dynamic retargeting and its customized, high-er-performance ads. Furthermore, if your company offers an app, Google also has retargeting available for apps and mobile devices. And yes, your website and apps are not the pnly digital space where you can retarget.
If your business is primarily residen-tial you may want to further integrate your business-to-consumer social media accounts into your retargeting efforts, including Facebook, which also has a dashboard fo rmanaging this form of marketing. For commer-cial roofs, LinkedIn is the go-to social network because of its heavy B2B usage, and no surprise, they have retargeting available too.
Still, getting your website optimized for the Web comes first and you might want to get the social media networking going too before trav-eling further down the digital mar-keting highway. But when you do take that journey, all the anonymous website visitors (with unknown IP addresses) suddenly become poten-tial sales leads thanks to that small snippet of Java code. People who visit your brick-and-mortar show-room can be addressed personally by your sales team. Retargeting now gives your business’ online marketing program another tool for personaliz-ing your outreach to prospects. Who knows? That email request for a free quote on roof cleaning that just land-
ed in your inbox could be the first step to a longer relationship – after you get back from Cancun of course. Please also tell them no more Face-book dinner pics; that’s so 2012!
Paul Nutcher, CSI, CDT, Marketing and Sustainability Consultant – Build-ing Product Marketing – Digital Marketing – LEED Consulting, Pres-ident of Green Apple Group, LLC. Successfully assisted organizations and individuals with B2B marketing and communications campaigns since 2003. Expertise in strategic communications programs for build-ing industry product manufacturers, non-profit trade organizations and professional AEC firms with an em-phasis on technical and sustainability documentation, as well as messaging and positioning. Provided educational presentations and construction documentation for product manufacturers seeking out-reach and communications programs to AEC industry professionals. Spoke at national and regional build-ing industry conferences, including: GreenTrends, Glass Build Executives Forum, EcoBuild, Renewable Energy World Conference and Southeast Builders Conference and Expo, as well as corporate and non-profit speaking engagements, on design, construction and sustainability top-ics. A writer and contributor of more than 50 by lined articles on architec-ture and green building topics. An active member of the U.S. Green Building Council’s Central Florida Chapter (past member of the Board of Directors) and The Greater Or-lando Chapter of the Construction Specifications (Past President). Served as a volunteer building proj-ect team member on LEED projects, including a single-family home for Habitat for Humanity, Seminole County, FL, (LEED for Homes, Silver Certified); and a major classroom addition for the University Unitarian Universalist Church in Orlando, FL (UCF area), that gained LEED for New Construction v. 2.2 certification.
14 CAROLINAS CONTACTS | MAY/JUNE 2016
As roofing contractors and business owners, we are constantly exposed to a variety of risks. Risks that would keep an outsider awake most nights.
We have training, policies and systems to overcome so many risks that we tend to get lulled into taking them for granted and perhaps gain a false sense of security.
Our contracting businesses are exposed to potentially huge liabilities, yet a part of our company culture is to professionally manage these obstacles that are put in the forefront of all our management and workers every single day. Think of safety — outsiders just see the lawsuits and high worker-compensation rates our industry pays. We recognize and manage this risk as part of our day-to-day business.
When exiting, our risks are more prevalent than ever, but
insidious. We take for granted that we will have a buyer just waiting in the wings. Whether the buyer comes from the outside, management or family, we then need to be certain that we can harvest enough sales proceeds to meet our post-exit financial goals.
The turn of the last decade has brought us many financial hardships and company closings within all industries and communities. We’ve all witnessed successful enterprises, led by experienced baby boomer owners, fumble the ball in the red zone of their career only to leave a mess for their spouses, family, company and community.
You may ask, what is the main cause of failure? The U.S. Small Business Administration (SBA) found many compa-nies haven’t planned properly for ownership changes.
“At any given time, 40 percent of U.S. businesses are fac-
Surprising Statistics That Could Save Your Roofing Company
Written by Kevin Kennedy, Roofing Contractor
3
MAY/JUNE 2016 | CAROLINAS CONTACTS 15
ing the transfer of ownership issue,” the SBA states on its website. “The primary cause for failure… is the lack of planning.”
I’ll share three business statistics you need to memorize to understand your risk if you ever intend to cash out.
Seventy percent of your wealth is trapped inside your liquid business. Because this number is so large, how do you intend to beat these odds? How will you cash out, retire and not run out of money or alter your post-exit lifestyle?
Fewer than thirty percent of busi-nesses ever sell or transfer. Accord-ing to the Family Firm Institute — an international association for pro-fessionals servicing family-owned enterprises reports:
• Seventy percent fail to transfer to the second generation.
• Ninety percent fail to transfer to the third generation.
These are onerous statistics that you can’t afford to ignore for the bene-fit of your family, management and employees.
If you are one of the lucky ones to cash out, then you have the wel-coming hands of Uncle Sam waiting for his ”fair share” of your harvest. This can range from zero to over 55 percent:
• Around zero percent if you have a great advisor, not a good adviser
• Around 30 to over 55 percent if you have a conventional adviser
Why am I slamming traditional advis-ers? Listen to my actual story.
After retiring, I went back to school for two years to become certified in my new career as an exit planner. It was then that I discovered that our company advisers, for whom we shared over thirty years of experienc-es together, provided us with “cookie cutter” advice. This cookie-cutter approach cost our team millions of
dollars in unnecessary taxes. If I only knew then… what I know now.
Believe me, I found out the hard way that you don’t know…what you don’t know.
But I was just one of three owners of a 200- employee company then, and we were not specialists in exit plan-ning and succession. The good news is that I’m continually learning new strategies to help owners down the exit path and that gives me renewed energy and passion for an ‘old guy’ approaching seventy.
Even though my team was one of the lucky ones that cashed out and successfully passed the baton to a fourth-generation management team, there was a lot to learn. Each day, my goal is to help business own-ers by speaking to audiences and publishing as many articles as possi-ble to protect them from repeating my costly mistakes.
Kevin Kennedy is the President of Beacon Exit, LLC. The content of this article is based on his personal experience of successfully exiting his 63-year-old roofing company, the transfer to the company’s third suc-cession team, and his training. The in-formation is not intended to be legal, accounting, insurance or tax advice. Please contact your business advisors for this advice. Beacon is a process consultant that provides written plans and support programs to private owners for succession and exiting their business. For more information, visit www.beaconexitplanning.com.
30%
55%70%
The U.S. Small Business Administration (SBA) found many companies haven’t
planned properly for ownership changes.
16 CAROLINAS CONTACTS | MAY/JUNE 2016
TalksSAFETY
Giving the “All Ready”Last month Jonathan was injured while getting materials ready to be lifted onto the roof of a jobsite. The incident happened at the beginning of the work shift, when Jonathan and another employee were strap-ping materials to be lifted onto the roof. Jonathan was in a hurry, and in the process of strapping materials got his hand caught in a strap. His coworker thought that Jonathan was ready and didn’t know that his hand was caught in a strap, so he signaled to the lift operator to raise the load. Startled by the load being raised, Jonathan quickly jerked his hand out of the strap, injuring both his hand and shoulder.
Whenever a crane or hoist is used on a jobsite, one of the first things that needs to be done to ensure the safety of riggers and other employees in the area is to appoint one member of the crew to act as the “signal person,” and instruct the crane/hoist operator not to accept signals from anyone else. The signal person has a very import-ant job, and must not order a move until getting an “all ready” indication from each crew member affected by the lift – including every employee involved in rigging the load.
The fact that the signal person is the only one who gives signals to the crane/hoist operator does not mean that other employees don’t have equally important communica-tion responsibilities regarding the lift. Each worker performing rigging tasks or who (for any other reason) is close to the load, must be in the clear before giving the signal person the “all ready” indication. This begs the question, “What does being in the clear entail?”
In most circumstances, this means that all employees have completed their rigging tasks and have stepped clear of the load. However, there may be occasions when you must hold onto the chain, sling, or choker to maintain tension. If so, you need to be sure that your hands and feet are out of the way of pinch points before giving an “all ready” indication to the signal person. In fact, keep you need to keep your hand far enough away so that a frayed wire or splinter on the chain can’t catch your glove and jerk your hand into a pinch point.
Being in the clear also means that you have anticipated which way the load will likely swing or roll when it is lifted off of the ground and that you are clear of that area. It means that
you have considered your position relative to fixed objects and are not between material, equipment or other stationary objects and the load. Along the same lines, it means that you are aware of stacked mate-rial that could be knocked over by a swinging load are clear of that area as well. Lastly, being in the clear means that you are have mentally prepared to that (at no point during the lift) are you under a suspended load.
As you can see, both the desig-nated signal person and all of the employees involved in a lift have important responsibilities, and communicating with one another is at the top of that list.
Discuss With Your Crew• Before a load is lifted, is there one
person designated as the signal person, and does the crane/hoist operator know not to follow lift signals from any other person?
• Review with employees the univer-sal hand signals for crane/hoist.
• Explain a consistent way that you want employees to communicate to the signal person that they are “all ready” for the signal person to give the crane/hoist operator the lift signal.
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de seguridadCHARLAS
Dándole al “todo listo”El mes pasado, Jonathan fue herido mientras la obtención de material listo para ser levantado en el techo de una obra. El incidente ocurrió al comienzo del turno de trabajo, cuan-do Jonathan y otro empleado fueron materiales de flejes para ser levanta-do hacia el techo. Jonathan estaba en un apuro, y en el proceso de Materia-les flejes consiguió su mano atrapada en una correa. Su compañero pensó que Jonathan estaba listo y no sabía que su mano estaba atrapado en una correa, por lo que señala al operador de elevación para levantar la carga. Alarmado por la carga levantada, Jonathan se la sacude rápidamente su mano fuera de la correa, hiriendo a ambos su mano y hombro.
Cuando una grúa o polipasto se utiliza en una obra, una de las primeras cosas que hay que hacer para garantizar la seguridad de los constructores y otros en la zona es empleado para designar a un miem-bro de la tripulación para actuar como la señal de “persona”, e instruir a la grúa o polipasto operador no acepta señales de nadie. El señalero tiene una tarea muy importante y no debe pedir un mover hasta obtener una indicación “todo listo” de cada miembro de la tripulación afectados por el ascensor - incluyendo cada empleado involucrado en manipu-lación de la carga.
El hecho de que la señal de la persona es el único que da señales de la grúa o polipasto operador no significa que otros empleados no tienen comunicación igualmente importantes responsabilidades con respecto a la elevación. Cada traba-jador realizando tareas de rigging (o que por cualquier otra razón) está cerca de la carga, debe estar en el claro antes de dar a la persona la señal “todo listo” indicación. Esto plantea la pregunta, “¿Qué es lo que está en el claro conlleva?”
En la mayoría de los casos, esto significa que todos los empleados han completado sus tareas y rigging han aumentado claro de la carga. Sin embargo, puede haber ocasiones en las que debe aferrarse a la eslinga de cadena o eslinga para mantener la tensión. Si es así, usted necesita es-tar seguro de que sus manos y pies están fuera del alcance de puntos de aplastamiento antes de dar una indicación “todo listo” para el señale-ro. De hecho, mantener necesita mantener su mano lo suficiente-mente lejos como para que un cable deshilachado o astilla de la cadena no puede coger su guante y sacuda la mano en un punto de contacto.
En la clara significa también que se ha anticipado a la forma en que es probable que la carga oscile o rodillo cuando está levantado del suelo y que son claros de esa zona. Esto
significa que se han examinado su posición con relación a objetos fijos y no están entre materiales, equipos u otros objetos estacionarios y la carga. En el mismo sentido, significa que usted está enterado de apilar el material que podría ser golpeado por un balanceo de carga son claros de esa zona. Por último, la clara sig-nifica que se han preparado mental-mente para que (en ningún momento durante la elevación) está bajo una carga suspendida.
Como puede ver, tanto la señal desig-nada persona y todos los empleados involucrados en un ascensor tienen responsabilidades importantes, y co-municar el uno con el otro se encuen-tra en la parte superior de la lista.
Discutir con su tripulación• Antes de levantar una carga, hay
una persona designada como señal de la persona, y no la grúa o poli-pasto operador saber no siga las señales de elevación de cualquier otra persona?
• Revise con los empleados las señales de mano universal para grúa/elevador.
• Explicar de manera coherente que desea comunicar a los empleados el señalero que son “todo listo” para el señalero para dar a la grúa o polipasto operador la señal de elevación.
18 CAROLINAS CONTACTS | MAY/JUNE 2016
Operations at U.S. SteelMetals prices may have outper-formed oil over the past 20 months, but that’s unlikely to continue, with metals set to keep dropping while crude recovers, Goldman Sachs said.
“On the supply side, metals tend to have higher costs of closure, slow-er ‘decline’ rates, and near infinite storage capacity, prolonging sup-ply-side adjustment relative to shale oil production which has lower costs of closure, higher decline rates, and finite storage,” Goldman said in a note dated Monday.
Additionally, metals demand growth would likely stay subdued because the segment was more exposed to the slowdown in China’s invest-ment-driven “old economy,” Gold-man said.
“We now anticipate no material recovery in Chinese metals demand growth in 2016 (most notably in late construction cycle heavy copper), as China’s metals and mining commod-ity demand is likely to continue to be challenged by a substantial debt and property inventory overhang,” the bank said.
House building was not particularly sensitive to metals prices, so cheaper metals would not spur a new build-ing boom, it added.
Goldman: Fed will only hike 3 times this yearGoldman believes China’s shift away from metals-intensive investment is probably permanent.
The bank was most bearish on copper, forecasting the price would fall by 14 percent over the next 12 months to $4,000 a ton, down from its previous forecast of $4,500 a ton.
“Overall we now see global cop-per demand growth slowing to 0.5 percent in 2016, well below trend of around 2.5 percent p.a., and below our prior forecast of almost 2 per-cent,” it said.
At the same time, Goldman expects copper’s surplus supply to increase and does not expect the market for the metal to return to balance until 2020.
Goldman put aluminum prices at $1,350 a ton on a 12-month view, down from a previous forecast for $1,550 a ton.
“The aluminum market continues to, in our view, face the greatest bearish fundamental shock in a generation, and perhaps, in its history,” Gold-man said. “Demand growth is well below trend, and supply – especially Chinese supply – has been resilient despite falling prices.”
Oil storage at capacity: Goldman’s CurrieIt remained bearish on aluminum over the next 12-24 months largely because Chinese producers were making solid cash margins even at current prices and were unlikely to curtail capacity sufficiently to bal-ance the market over that period.
Goldman was also bearish on gold on the back of expectations of higher real U.S. interest rates through 2016 and 2017. It forecast Comex gold at $1,000 an ounce by the end of this year.
But the bank was more positive on zinc, forecasting 7 percent upside on a three-month view to $1,800 a ton, although it cut its 12-month view to $1,700 a ton from $1,800.
“Zinc is the only base metal with the prospect for deficits over the next 12-months, owing to mine supply de-pletions and curtailments,” Goldman said. “We expect zinc to significantly outperform other metals prices, with zinc smelters set to go through a period of margin deterioration.”
Follow Leslie Shaffer on Twitter @LeslieShaffer1
GOLDMAN Oil will recover
faster than metals
Written by Leslie Shaffer
CAROLINAS ROOFING & SHEET METAL CONTRACTORS
ASSOCIATIONP.O. Box 7643
Charlotte, NC 28241-7643
710 Imperial Court Charlotte, NC 28273
Phone: 704-556-1228 Fax: 704-557-1736
www.crsmca.org