LIVONIA, Mich. — Dozens of roofing contractors from across southeastern Michigan recently learned how to improve their marketing and lead generation as part of the new Owens Corning University series.

Owens Corning launched the expanded OC University Platform earlier this year in an effort to offer consolidated live and archived online educational content to Owens Corning Roofing Contractor Network (OCCN) members on the OCConnect Resource Center.

Led by Anna Anderson, CEO of Art Unlimited, the afternoon session was designed to help contractors develop working strategies that translate to business success. Using real-world experiences with roofing contractor customers from around the country, Anderson emphasized the importance of adjusting marketing strategies to meet specific needs, and coordinating all marketing channels to convey a unified message.

The first step is establishing the vision, said Anderson, a previous speaker at RC’s Best of Success conference.

“When I work with contractors I can get the sense that some are staying where they are, and there are some that just need a little information and education to go from there to where they want to go,” she said. “A lot of it is about contractors not knowing how to formulate their vision and bring it to their market.”

Anderson also discussed a form of data-driven, pro-active marketing where roofers can analyze the date they’re collecting about their markets to track leads, adjust marketing behaviors and engage the pool of potential customers by devising specific campaigns to reach targeted audiences.

Goal setting is also critical, and while it’s smart to push capabilities, she implored roofing contractors to stay realistic.

“Set specific goals that are measurable, and make sure they’re achievable,” she said, adding the importance of adhering to accountability deadlines.

Learn more about the Owens Corning University at

Art Aisner is editor of Roofing Contractor. He can be reached at 248-244-6497 or