ST. PAUL‚ Minn. — 3M and TV host Mike Holmes have partnered to increase awareness of black streaks caused by algae — naming shingles with Scotchgard Protector a Holmes-approved product.
Further, Atlas Roofing will leverage its relationship with its roofing contractors, including those trained as Scotchgard Protector Shingle sales specialists, to help them effectively bring this message to homeowners through a powerful set of marketing tools.
Invented by 3M to combat black streaks on roofs caused by algae, copper-containing roofing granules have been proven successful on hundreds of thousands of homes across the country over the last two decades.
Available as shingles with Scotchgard Protector, this long-term, proven solution provides homeowners a beautiful roof free from ugly black streaks, according to a press release.
“I’m proud to partner with 3M and I’m excited to see how far we can take the message,” said Mike Holmes, professional contractor and TV host on HGTV and DIY Network. “Together, we’re going to continue to improve the quality of our homes, increase the value of our homes and change our industry for the better.”
The Holmes Group will partner with two Atlas PRO Plus contractors this fall to transform homes in need of a curb appeal facelift. The teams, led by Mike Holmes Jr. and Sherry Holmes, will work together to makeover two homes with Atlas Pinnacle Pristine Shingles with Scotchgard Protector. The Holmes siblings will undoubtedly strike up some friendly competition vying for the best transformation story. Viewers can tune in to the online micro-series later this fall.
“I am excited about this collaboration! I love tackling projects around homes that improve the curb appeal and this is a great fit for our ‘Holmes Approved’ family,” said Sherry Holmes, contractor, TV host and DIYer.
Mike Holmes Jr. added, “my dad always says start from the outside in. If you’re taking care of your home that care should include the roof.”
“The Holmes name brings added value to the already highly respected Scotchgard brand,” says Stan Bastek, director of marketing and sales development for Atlas Roofing. “When the Holmes Group endorses a brand, they are communicating to consumers that they see the same problem we do: how ugly black streaks on roofs reduce curb appeal and home value. We can’t wait to get to work with Mike, MJ and Sherry to spread the word!”
By addressing the top appearance-related problem reported to roofing contractors, shingles with Scotchgard Protector help maintain the roof’s appearance and preserve the beauty of the home. This solution, coupled with 3M training to become a Scotchgard Protector shingle sales specialist, gives contractors a real opportunity to connect and add value to the conversation with homeowners. As a recent survey of these participating contractors indicates, 80 percent realized an improvement in their close rates by as much as 10-20 percent.
Frank Klink, senior laboratory manager, 3M Industrial mineral products division, said “Our decades of research into the scientific properties of copper, and field experience with shingle technologies and roof algae, has proven a minimum 10 percent blend of 3M copper-containing granules uniformly distributed across the shingle surface, and hip and ridge are all required for superior protection against algae.”