Most roofing standards are backward-looking.They exist to define the minimum acceptable outcome. The FORTIFIED Roof™ program is different. It’s a forward-looking framework designed to reduce real-world storm damage by improving how roofs are assembled and detailed as systems, not just covered with better shingles. While adoption is still uneven — especially in states like Ohio — the ideas behind FORTIFIED […]

Roof warranties have quietly changed more than almost any other part of residential roofing — and most homeowners don’t realize how different today’s warranties are from the ones they grew up hearing about.What used to be simple has become layered, branded, extended, and often misunderstood. This article explains what manufacturer extended warranties actually cover, why

For years, high-solids silicone coatings have been the go-to solution for extending the life of flat roofs. They solved real problems: UV degradation, ponding water, and premature membrane failure. But fluid-applied roofing systems have continued to evolve. Today, the category has moved beyond single-coat solutions into fully reinforced, fluid-applied membrane systems that behave less like a coating

Siding decisions get overcomplicated quickly. Homeowners are often told there’s a “best” siding material — or that one product is dramatically superior to another in ways that will change their life. In reality, siding choices are far less about structural performance and far more about how you want the house to look and how much maintenance you’re willing

Most homeowners don’t hate windows.They hate buying windows. Long in-home presentations.Pricing that feels arbitrary.“Today only” discounts.Calls to a manager.Numbers that shift once hesitation shows up. If you’ve ever walked away from a window quote unsure whether you were evaluating a building product or negotiating a car deal, you’re not imagining it. The replacement window market still has

Asphalt shingles dominate residential roofing for one reason: they’re the most practical compromise. They’re affordable, widely installable, flexible on complex rooflines, and easy to repair. That makes them the default choice for most homes. It also means they are, by design, a limited-lifespan product. That’s not an insult to asphalt.It’s just the reality of how the material