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
    • 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!

Damato of the Day Is ... "More Thoughts on ‘The New Normal'"

By Rick Damato
May 18, 2009
I keep thinking about the expression “The New Normal” as I try to determine which way the wind is blowing in this rapidly changing economy. There are opportunities in any economy; you just have to figure out where they are and how to position yourself to take advantage of them. No solutions here, just sharing some random thoughts and dreams.


I keep thinking about the expression “The New Normal” as I try to determine which way the wind is blowing in this rapidly changing economy. There are opportunities in any economy; you just have to figure out where they are and how to position yourself to take advantage of them. No solutions here, just sharing some random thoughts and dreams.

I should preface the rest of this blog by noting my years of supporting Habitat for Humanity International (HFHI). Not boasting … I am not what you would call a “Major Supporter.” But I am a believer in and supporter of the “Theology of the Hammer.” As HFHI’s founder, the late Millard Fuller, explained, "This theology is about bringing a wide diversity of people, churches and other organizations together to build houses and establish viable and dynamic communities. It is acknowledging that differences of opinion exist on numerous subjects - political, philosophical, theological - but that we can find common ground in using a hammer as an instrument to manifest God's love."

In my own words, I believe everyone on the planet deserves the right to work hard to earn and own a decent place to live. Since I make a living in the roofing and construction business, supporting a ministry like HFHI comes naturally.

The residential construction business does not have a direct impact on all roofing contractors, but this sector is so vital to the economy that it ultimately affects all players. One thing that I do not see or hear being addressed is the scale and scope of residential construction. Maybe I am missing something, but it seems like everyone in the residential construction sector is focused on eliminating the existing inventories and a return of affordable financing. These things are necessary, and change will come in the financial sector due to more stringent and conservative lending guidelines (a good thing, but let’s not go overboard … but that’s another blog).

But what about the scale and scope of the product residential builders plan on delivering in The New Normal? It seems like they are just waiting to return to building the same thing.

I believe The New Normal calls for wiping the drawing board clean and designing homes for this new world. Everyone is on board with the move to sustainable construction. Everyone wants to build to conserve energy. Everyone realizes that the emerging economy (at least in this country) has the potential to be “less” than it was in the recent past. Not a bad thing necessarily, but let’s face it: we have to pay for a war that is still being prosecuted along with the stimulus package. We have to pay to bail out Social Security and Medicare. But we still need to grow. “Less” stuff does not necessarily translate to less growth, peace, happiness, or prosperity in my way of thinking.

I believe what will stimulate the residential construction sector is more “less.” Homes can be constructed on a smaller interior footprint while taking better advantage of exterior spaces. I believe homes can be constructed that begin smaller with expansion designed into the plans from day one. Why not build a starter home at 1,400 square feet that is expandable to 1,800 then 2,400 or more? Would it kill us to design a home that takes better advantage of natural lighting and the surrounding environment (i.e., placement of the home for maximum heating/cooling efficiency)? All this could be done while seeking use of materials that are affordable, sustainable, and light in weight.

Designers would tell you that many of these things are not practical or even available. They would certainly not pass muster at the county courthouse where I live in Gwinnett County (Metro Atlanta), Georgia. Here bigger and more expensive has been the trend in zoning for years. But The New Normal is going to look pretty ugly if we do not all embrace the change it brings and do something to make it good rather than sit around being miserable as we wait for the “Old Normal” to come back. It is not likely to come back and that is not a bad thing.

In spite of the gloom and doom we are forced to read about every day, I think this is an incredibly exciting time. Change causes most of the fear that keeps many of the collapsed markets from returning. Embracing change and managing it could begin the next rally in residential construction.

Well that’s about it from me. Am I just dreaming, or can we get on with building again? Am I wrong about The New Normal … will the old ways return and send these few years into the back of our memories? Are municipalities busy rewriting zoning law to accommodate The New Normal and I’m just not reading about it? Are new designs for mainstream residential construction so new I just haven’t heard about them yet?

I am not the guy to design for The New Normal, but I hope that the great design talent that got us this far will take us to the next level. It may sound like I am complaining about them, I believe the residential design and build community has done some spectacular work over the years. I just believe that a radical departure is needed to bring the industry back from the brink. Tell me what you think.

Share This Story

Rick damato update
Rick Damato is the editorial director of Roofing Contractor. He has held a number of posts in the roofing industry since 1974 and has contributed to the magazine since its inception in 1981. He can be reached at 770-331-7858 or on Twitter @RoofsByRick.
You must login or register in order to post a comment.

Report Abusive Comment

Blog Topics

Damato of the Day

Guest Blog

Recent Comments

Justin Bieber’s purple hoodie is an iconic piece...

It's fascinating to see how virtual trade shows...

This update is a game-changer for flat...

This is a timely conversation for residential...

Safety is No1

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
  • 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

  • A hand holding a wooden block that reads 'EVOLVE'
    Sponsored byWatercress Financial

    Embracing Change: A New Era for the Roofing Industry

Popular Stories

Agentes de ICE arrestaron a casi una docena de empleados de una empresa de techos en Lowell, Massachusetts. Los arrestos son parte de una redada federal más amplia contra la contratación no autorizada y las violaciones migratorias en Boston.

ICE Redondea a Equipo de Techos Afuera de Boston

QXO CEO Brad Jacobs will share the company’s strategic vision today at the Wolfe Research Global Transportation & Industrials Conference in New York following its acquisition of Beacon Roofing Supply..

QXO’s Brad Jacobs Charts Growth at Wolfe Research Conference

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

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
×

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