Forbes Article – Proposal Insert

Information Sheet

Updated 7/11

Quality You Can Trust…FromNorth America’s Largest Roofing Manufacturer!™

S p e c i a l A d v R E S G N 1 5 9e r t i s i n g S e c t i o n

Ten years ago, GAF was like most roofingmanufacturers. It was struggling. Attractingand maintaining loyal employees, distributors,specifiers, contractors and property ownerswas challenging.

Today, GAF has become a model formanufacturers looking to transform them-selves from good to great companies. In lessthan a decade, GAF has more than tripled insize to nearly $2 billion—and has moved from#5 in its industry to the largest and mosttrusted roofing system manufacturer in NorthAmerica. The lessons are in the leadershipand approach that the GAF team and its dis-tributor and contractor partners implementedto achieve this turnaround.

Bob Tafaro, GAF’s Chief OperatingOfficer, says, “Ten years ago, we becamedetermined to build a world class buildingproducts company in an industry that wasdevoid of great organizations. We changedalmost everything we did and shifted awayfrom typical industry practices.”

People within the industry often categorizeproperty owners as either naïve or scared. Thenaïve believe any contractor who can climb aroof and not fall off is a qualified installer—and so they believe the only real mistake theycan make is to pay too much for their roof.They’re wrong. The scared know there arevery common roofing mistakes that can result ina horrible investment—and can even adverselyaffect people’s health. In reality, contractors,warranties and product quality aren’t alwayswhat they appear to be.

Is there proof? The Better BusinessBureau is all too familiar with the roofingindustry, receiving hundreds of thousands of

inquiries annually. Further, it is estimated thatup to 90 percent of new contractors go out ofbusiness within five years. If that happens,and you have problems with your roof, youbasically have no recourse. Worse still,according to the National RoofingContractors Association, the average roofingcontracting firm is barely profitable. Thisencourages some contractors to cut cornerson insurance, product quality, warrantiesand system accessories—all of which canresult in a poor investment and potentialliability for the property owner.

Dave Harrison, Senior Vice Presidentat GAF, says, “Given the challenges facedby the industry, GAF went in a differentdirection.” Rather than the traditional man-ufacturing model of trying to convincepeople to buy its products, GAF focusedon two simple concepts: helping propertyowners and specifiers achieve their best andsafest roofing system choice; and helpingthe best contractors and distributors inNorth America build their businesses andavoid hassles. To achieve this, Harrison says,“GAF invested extensively in contractor,distributor and employee capability development,support tools and services.”

A cornerstone of this transition wasGAF’s program for contractor certification.Less than 2 percent of all contractors qualifyfor either the GAF Master Select™ orMaster Elite™ certification, GAF’s top certi-fication levels. (In most parts of the country,says Harrison, there’s even a waiting list forcertification.) To help assure property ownerstheir best and safest choice, these factory-certified contractors have access to GAF’scomprehensive capability development toolsand services. GAF employs over 70 full- andpart-time technical education specialists whohelp professional roofing contractors under-stand the most common roof installationmistakes. GAF also develops videos, DVDsand training manuals in-house that are recog-nized by many as the best in the industry. Infact, two of its training videos earned topawards in the Education category at theInternational Film Festival.

Property owners utilizing a GAF certifiedcontractor can benefit from special warrantycoverage from GAF that significantly exceedsindustry standards. For example, GAF MasterSelect contractors can offer commercial

property owners a 25 percent longer warrantyat no added expense. For residential propertyowners, GAF Master Elite™ contractors canoffer material defect warranties that coverthe entire GAF roofing system and reimburse100 percent of replacement costs for up to 50

years. (Typical residential warranties onlyprovide five-year coverage.) Why does GAFdo this? Because, according to Harrison,GAF enjoys lower liability and less hassleswith roofs installed by these factory-certifiedcontractors.

The results of GAF’s transition havebeen dramatic. “When we started focusingon helping rather than convincing people,everything improved,” says Tafaro. “Employeesembraced the vision and are even more com-

mitted to their GAF career. Quality improvedeven further. GAF is growing rapidly. Andmost important, contractors, distributors,specifiers and property owners are excep-tionally appreciative and have rewarded theGAF team with their increasing support.”

For information about avoiding commonroofing mistakes, check out www.gaf.com.Whether or not you invest in a GAF roofsystem and certified contractor, you’ll bemore capable of making a roof system decisionthat provides your best and safest choice.

GAFMaterialsCorporationProviding Property Owners Throughout North America

Their Best and Safest Choice in Roofing

Quality You Can TrustSince 1886...from North America’sLargest RoofingManufacturer

GAF’s Slateline® premium designer shingles with lifetime limted warranty, one of the many premium designer shingle styles offered by the company.

GAF’s EverGuard® TPO single-ply roofing system.In addition to replacement roofing systems, thecompany offers lower cost options for repairingor restoring your existing roof.

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June 5, 2006