search
cart
facebook twitter linkedin youtube instagram Spotify Podcasts Apple Podcasts Spotify Podcasts Apple Podcasts
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • TOPICS
    • Cool Roofing
    • Event News
    • Latinos in Roofing
    • Low Slope
    • Legal
    • Metal
    • Project Profiles
    • Roofing Supply Pro
    • Roofing Safety
    • Steep Slope
    • Sustainable Roofing
    • Technology
  • EXCLUSIVES
    • Best of Success
    • Contractor Profile
    • IRE Show
    • Roofing Contractor of the Year
    • Top 100
    • Young Guns
    • State of the Industry
    • Century Club
  • MULTIMEDIA
    • Videos
    • Podcasts
    • Interactive Spotlights
    • Roofing Quizzes
    • IRE Videos
    • Webinars
    • Photo Galleries
  • PRODUCTS
    • New Products
    • Featured Products
  • COLUMNS
    • Editor's Note
    • Exit Planning
    • Legally Speaking
    • Safety Advice
    • Technical Details
    • Guest Column
  • EVENTS
    • International Roofing Expo
    • Webinars
    • Best of Success Conference
    • Industry Events
  • DIRECTORY
    • Associations
    • Distributors
    • Manufacturer/Supplier
    • Business Services
    • Get Listed
  • MORE
    • Roofing Contractor eNews
    • Techos y Más Advisory Board
    • RC Store
    • Roofing Supply Pro
    • Custom Content & Marketing Services
    • Market Research
    • Sponsor Insights
    • Company Spotlights
    • Classifieds
      • Auctions
      • Business For Sale
      • Business Opportunities
      • Equipment For Sale
      • Positions Available
      • Products
      • Safety
      • Software
      • Services
      • Training
    • Contact Us
  • EMAGAZINE
    • eMagazine
    • Advertise
      • Media Kit
      • Editorial Calendar
      • Contact
    • Archive Issues
  • SIGN UP!
Cool RoofingLow Slope Roofing

Coatings Q&A with Huntsman Building Solutions

By Art Aisner
coatings-qa-cover.jpg
September 29, 2023
Keith Stevenson, vice president of sales with Huntsman Building Solutions

Keith Stevenson
Vice President of Sales
Huntsman Building Solutions

The supply chain issues impacting the roofing industry following the COVID-19 pandemic have eased and though record inflation still persists, it has started to slow.

While economic uncertainty is rarely good news for roofers, there is an opportunity for contractors looking to capitalize on perceived fears of stalled capital expenditures by focusing on coatings. 

RC asked several leaders in the roof coatings space about the state of the coatings market, the opportunities for roofing contractors, and what their companies are planning for the future. Here’s what Keith Stevenson, vice president of sales with Huntsman Building Solutions had to say.

 

RC: How would you describe the state of the roof coatings market today?

KS: The roof coatings market is limitless. Not only are roof coatings an ideal solution for new construction, but they also optimize roof retrofits. Thus, the demand for roof coatings persists, even as the construction market fluctuates. This sector has a lot of opportunities for the contractors currently active in it and those considering entering the space.

 

RC: How does your company or key product fit into that discussion?

KS: Huntsman Building Solutions offers roof coatings in a variety of both acrylic and silicone options. Our industry leading HFO-based roofing spray foams are optimal for use underneath our roof coatings. We believe our products in these categories are best-in-class. We continue to invest significantly into both innovation and our manufacturing capabilities. Our R&D focuses on enhancing product offerings that are both easy to spray and that have a long life.

 

RC: Are you still feeling any impacts of the materials shortage? What lessons were learned?

KS: We are not currently experiencing any materials shortages. Over the past few years, we all witnessed how the unpredictability of world events can impact the supply chain. Something that occurs globally, which we cannot control, can affect our supply. Our team has learned the importance of being as prepared as possible for the unexpected to stay ahead of the curve. And I believe that most companies active in our industry also now understand they should. 

 

RC: What are the chief misconceptions about coatings in the roofing market today?

KS: A common misconception is that anybody can apply these products at any time of day. We are firm believers in training and safety. While roof coatings provide exceptional benefits, contractors must be professionally trained to install them correctly. 

The obvious goal with any roof coatings application is that, once applied, the roof will outlast its warranty. However, contractors using products without proper training put themselves at risk for problems. Training is key and ultimately helps the contractor maximize customer satisfaction and profit.

 

RC: What other challenges do you foresee impacting the coatings market in the next year?

KS: Inflation and the general economy will likely continue to impact different facets of construction. Additionally, building owners are likely going to have limited funds and resources to put toward either upgrading systems or maintaining their roofs in the proper way. Inflation, which remains elevated, is putting pinch on maintenance and upgrade budgets.

 

RC: Any message to roofers not in the coatings market?

KS: Contractors looking for an alternative and increasingly efficient way to apply roofing in various settings might consider gaining expertise in roof coatings. Roof coatings are the future and offer a great revenue stream for contractors. Again, the possibilities in this field are limitless.

 

RC: How are you contributing to the sustainability/resiliency conversation in roofing?

KS: First, all of our roofing spray foam systems are made of recycled content, including discarded PET plastic water bottle waste destined for landfills. Second, our spray foam roofing and coatings, which are typically used as a combined system, provide an enhanced R-value you can’t achieve with many other roofing systems. Finally, our roofing spray foams and coatings provide a lot of reflectivity, which helps enable superb energy efficiency. The high R-value with reflectivity is a winning sustainability combo.

Notably, the spray foam roofing that is part of this combined solution is also a highly resilient solution. The material’s adhesion qualities make it ideal where severe weather cycling, storms, wind, hail and other conditions cause damage. It increases wind uplift resistance when installed to the roof substrate and, when applied to concrete, wind uplift protection is even stronger. Our spray foam roofing meets the High Velocity Hurricane Zone (HVHZ) criteria of the Florida Building Code and the material’s ability to withstand leaks due to hail is also unsurpassed. 

 

RC: What are you proudest of about your organization in 2023?

KS: I am most proud of our continued commitment to develop new products that are easy for contractors to apply and that extend the lifespan of the roof, as well as of the overall sustainability and energy efficiency of our roof foam and coatings solutions.

 

RC: What are your biggest concerns looking ahead?

KS: The biggest concerns surround the uncertainties in the economy. The potential for new builds and projects to come out of the ground will be uncertain for a time. Also, the pinch on upkeep budgets is a concern. The economic environment is just not as stable as we would all like it to be.

KEYWORDS: Coatings commercial roofing contractor COVID-19 Huntsman Building Solutions polyurethane roofing materials silicone technology training

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Artaisner

Art Aisner is Editor-in-Chief of Roofing Contractor and Roofing Supply Pro. He spent the bulk of his career as a multi-media journalist for newspapers and television stations before joining the RC team in 2015. He is the driving force behind the publication’s content development, editorial strategy and other initiatives that serve growing audiences in the roofing space.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Roofing Contractor Group Publisher Jill Bloom

    Physics, the Power of Authenticity and You

    In February's Publisher's Note, Jill Bloom describes a...
    Editor's Note
    By: Jill Bloom
  • The Family Food Fare supermarket in Midland, Mich.

    ‘Rooftop Ninja’ Discovered Living on Roof, Inside Grocery Sign

    A bizarre tale out of Midland, Mich.: a woman dubbed the...
    Roofing News
    By: Bryan Gottlieb
  • A before and after heat measurement comparison

    How Hot is Too Hot in the Attic?

    If the ventilation is working, how hot should the attic...
    Steep Slope Roofing
    By: Paul Scelsi
You must login or register in order to post a comment.

Report Abusive Comment

Manage My Account
  • eMagazine Subscription
  • Sign Up for the eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Roofing Contractor audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Roofing Contractor or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • TAMKO Titan XL Shingles
    Sponsored byTAMKO®

    Built for Business: How Titan XT® Shingles Keep Proving Their Value

  • An overhead view of a residential block
    Sponsored byCBIZ CompuData

    From Spreadsheets to Strategy: How Roofing Companies Can Transform Financial Operations

  • Snow Guard Solutions for Metal Roofs by S-5!
    Sponsored byS-5!

    Safeguard Your Building: How Snow Guards Prevent Costly Roof & Property Damage

Popular Stories

The Home Depot is weighing a bid for GMS. The potential offer would pit the retail giant against QXO Inc.

UPDATE: Home Depot Pushes QXO Out of GMS Pursuit

Florida has become the focal point for construction-site raids, attracting national attention and altering labor dynamics throughout the industry.

Florida Emerges as the Epicenter of ICE Raids

Brad Jacobs, chairman and CEO of QXO, offers $5 billion to acquire GMS, a major distributor of gypsum and interior building products.

QXO Sets Its Sights on GMS in $5 Billion Offer

Roofing Contractor Webinar

Events

December 3, 2025

The Premier Roofing Conference: Best of Success

Join roofing professionals from across the nation at the 2025 Best of Success conference, the ultimate destination for roofing professionals seeking the latest industry insights and networking opportunities. Pick up strategies for critical challenges like workforce shortage with innovative solutions, explore the latest advancements in roofing technology and sustainable practices, and gain valuable insights from industry leaders on navigating the evolving roofing landscape.

View All Submit An Event

Related Articles

  • VIDEO: Contractor Q&A with Scott Riopelle and One Solutions

    VIDEO: Contractor Q&A with Scott Riopelle and One Solutions

    See More
  • Keith Stevenson, vice president of sales, Huntsman Building Solutions

    Roofing Industry Q&A: Huntsman Building Solutions

    See More
  • QA-Huntsman

    Roofing Contractor Q&A: Huntsman Building Solutions Merges Through COVID-19 Crisis

    See More

Related Products

See More Products
  • Green_roof_Systems.gif

    Green Roof Systems: A Guide to the Planning, Design and Construction of Building Over Structure

See More Products
×

Be in the forefront of the roofing industry!

Join thousands of professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing