The homeowner asks four different roofing contractors to submit estimates for her new roof. Only one of the four included and explained proper attic ventilation as part of the roofing project. Which estimate will the homeowner choose?

In Air Vent’s podcast interview with Shane Gotschi, co-owner of DryHome Roofing & Siding, Sterling, Va., he said his estimates are selected nearly all the time because of his knowledge. Regardless of how much higher his price is, and no matter how many other estimates have been collected by the homeowner, Gotschi wins the project.

“I don’t lose bids. I clearly explain upfront what is needed, why it’s needed, and the expected cost. I set the expectations from the start,” Gotschi says. “The knowledge I gained from [Air Vent’s] attic ventilation seminar has helped me separate myself from the competition. And it pays dividends in front of the homeowner.”

With attic ventilation on his radar, Gotschi has noticed that many of the homes he arrives to inspect — new builds and older homes — do not have proper intake and exhaust attic ventilation. He uses this information to diagnose and solve heat, moisture and ice dam troubles homeowners may be reporting or he may find himself in. 

“My objective in front of the homeowner is always to separate myself and include information that I know is often overlooked by other roofing contractor salespeople,” Gotschi says. “I approach a homeowner from a technical point of view as a roofing professional and then as a salesman. I have a checkbox in my head that I go through before I even inspect the home. 

“I ask the homeowner if they’re experiencing any issues on the main floor, the second floor, or the third floor whether it’s humidity or heat depending on the time of the year,” he adds. “Depending on the answers to those checkbox questions, I will offer a solution.”

99.9% are Silent about Attic Ventilation

When Gotschi asks homeowners if any other roofing contractor had explained proper attic ventilation before he arrived, the answer is “No” 99.9% of the time.

Gotschi takes the opportunity to explain how, without proper attic ventilation, the customer’s roof condition will worsen. He tells them that it can lead to a litany of issues, including humidity and improper cooling, often resulting in having to crank the air conditioning to cool off upper floors. 

“Then they look at me and say, ‘You’re right. It is much hotter up on the second floor. We do have a humidity problem,’” he said. 

From there, Gotschi conducts his roof and attic inspection to understand what is going on fully and recommend a solution.

Gotschi often finds brittle or blistering shingles. He makes notes, takes photos, and explains it to the homeowner, telling them their “roof is currently not breathing.” Next, he offers a detailed plan of action to correct the attic airflow based on the attic’s size and the roof’s shape. It always includes making sure there’s a balanced flow of intake and exhaust.

Gotschi says his competition leaves the door open for him because they approach the homeowner from strictly a sales, not a technical, point of view. He leans on his knowledge from the beginning. 

“I explain to homeowners that daily, we generate 2-to-4 gallons of water vapor from cooking, cleaning, showering and that this water vapor is attracted to the attic in the winter months where it is cooler and dryer,” he said. “If this water vapor is not vented out of the attic [promptly], don’t you think it’s going to affect the condition of your roof deck? Don’t you think it’s going to affect the quality of the air in your living space?”

Showing homeowners photos he took while in the attic helps them connect the dots when they see a darkened deck, for example.

“When I separate myself talking about attic ventilation, I also [explain] that the full terms of the shingle warranty are tied to balanced intake and exhaust attic ventilation,” Gotschi says. “I tell them this is important because if they were to have a roof warranty issue, they could be denied for not having proper attic ventilation per the manufacturer’s installation instructions.”

Care About Their Quality of Life

Gotschi tells homeowners that if their attic is properly ventilated, they can potentially save money on their energy bills. This often justifies spending some money upfront to ensure the roofing project is done correctly, thereby saving them money in the future.

A big-picture reminder to every homeowner is the total life expectancy of the roof, which is more likely to happen if it’s properly vented.

“My homeowner customers realize I’m not just there for their roof. I’m there for the overall quality of their life. Then they start opening up to me. It becomes the ice breaker,” Gotschi says.

If homeowners decline to improve the attic ventilation despite Gotschi’s caution but still want a new roof installed, he asks them to sign a disclaimer. The disclaimer removes DryHome Roofing & Siding from responsibility for any future roof failure because the homeowner declined proper attic ventilation. 

“Just presenting the disclaimer gets the homeowner over the fence 100% of the time to agree to do the attic ventilation correctly,” he says. “I tell the homeowner I cannot put a warranty on my contract because without proper attic ventilation, you’re speeding up the life of the roof, and it may also affect the roof structure itself.”

To help make his case, Gotschi points homeowners to the shingle manufacturer’s website, the building code, and other readily available resources that explain the need and importance of attic ventilation. 

“It all helps establish and build my creditability with the homeowner,” he says.

Gotschi’s advice to roofing contractors is to make a commitment to learning the ins and outs of attic ventilation and using that knowledge to help land the contract and install the best possible roof for the homeowner. Taking the time to learn the subject will boost the contractor's knowledge. The increase in knowledge will elevate the contractor’s confidence, and homeowners will notice that confidence. 

Shane Gotschi installing vents on a customer's home. "I approach a homeowner from a technical point of view as a roofing professional and then as a salesman. I have a checkbox in my head that I go through before I even inspect the home."

Sing a Different Song

Gotschi explains that, when going up against competitors, it makes sense to separate yourself, which contractors can do by having more knowledge in their arsenal.

“Be sure to back it up with facts. So, for example, going the attic ventilation route is not just focusing on the roof because most homeowners don’t think about the roof that way unless you bring it up,” he said. “So when you’re bringing it up, you’re educating them on the roof system. And all the dots start connecting in the homeowner’s mind. And it gives them peace of mind that this contractor has more to say than the last contractor who stopped by.”

In his experience, the homeowner wants to hear more when presented with this information.

“They want to see you again. They want to buy the new roof from you,” Gotschi says.

Gotschi has a mindset tip for contractors who struggle to feel confident talking to homeowners about proper attic ventilation. 

“Think of something in your life that you are passionate about right now. Maybe it’s a sport, or a car, or a hobby,” he said. “To be able to have an intelligent conversation with someone about that topic, you make it a point to learn as much about it as you can. The same applies here as roofing contractors. Learn as much as you can about the topic and then bring that knowledge with you in front of the homeowner.”

With most of a contractor’s competition offering the same sales pitches and information, Gotschi encourages contractors to build their knowledge base and confidence and grasp what they’re selling well.

“Be three-dimensional, not two. Think about everything from a structure to a home before you have an answer. Look at the layout of the roof. Poke your head in the attic. Prepare yourself to have this conversation with the homeowner and back it with facts,” he said. “Apply your knowledge to what you’re actually seeing onsite. Go in with confidence, and you’ll get the job. This knowledge will give you the edge your competition does not have.”