Local Roofing Contractor Speaks at National Convention
November 30, 2001
Frank Farmer, majority owner of Flushing-based metal roofing contractor American Roofs, Inc., recently presented a seminar at MetalCon, the annual national convention for the metal construction industry held in Las Vegas. Farmer was selected by the Metal Construction Association, the convention's sponsor, to give the presentation entitled "Best Practices", based upon his business's superior performance in three specific areas: Marketing, Ethics, and Employee Relations. "It was quite an honor for me to be talking about my business in an instructional way on a national stage," said Farmer.
Farmer explained the techniques he's used to achieve success marketing and advertising a premium home-improvement item, metal roofing. It's really a matter of pointing out the strong points in such a way that the homeowner will be able to clearly identify specific advantages to him or her," said Farmer. "It's also important to show the value of metal roofing within the roofing industry itself, that is, a product with superior durability and longevity when compared with conventional roofing materials." Farmer stressed that since the metal roofing market is still gaining momentum, an important part of the selling process is educating the consumer about the inherent benefits of metal roofing.
Farmer also spoke about the necessity of practicing good business ethics within the metal roofing industry. "You always have to deliver more than what's expected," he said. American Roofs' mission statement explicitly describes the standard to which American Roofs holds itself: "Provide our customers with the highest quality products and services while demonstrating a professional attitude and expert knowledge of our industry." The products the company installs include several different aluminum and steel roofing systems, manufactured by Classic Products, Inc. of Piqua, Ohio.
Finally, Farmer spoke about his practices in hiring and retaining loyal employees, another area in which American Roofs has experienced tremendous success. Farmer emphasized that the keys are proper training and competitive pay. American Roofs, Inc. also utilizes an employee incentive system based upon such factors as outstanding workmanship and cleanliness of jobsite at the completion of a project.
Farmer's seminar was one of the most widely attended of the entire MetalCon convention and he was very proud to be presenting to owners of businesses much larger than his own. "Our overall goal is to reinvent the home improvement industry through dedication, ingenuity, and downright hard work," said Farmer.
For more information on metal roofing, please contact American Roofs, Inc. at 1-800-287-0677 or visit their website at www.americanmetalroofs.com.
