Because of the pandemic, roofing and exterior professionals have begun to embrace digital technology more than they did pre-COVID.

"Contractors are coming to [RoofersCoffeeShop] for digital opportunities, to find information, continuing education to do business." said Heidi J. Ellsworth, a partner in RCS and owner of HJE Consulting, in an exclusive interview with Roofing & Exteriors. "And we've really seen, not just on the website, but through our podcasts or our live streams through our conversations and our panels. Contractors are really thirsting for this kind of information."

Contractors are also making greater use of online meetings with customers.

"I would say definitely within the industry between service providers and contractors, manufacturers distributor, it's all online," Ellsworth said. "The contractors are using Zoom, they're using FaceTime, they're using texts or they're communicating with their customers totally different and commercial contractors are doing the same."

Building a social media presence to drive business is also vital.

"The more contractors can be transparent and honest on social media, and also bring the culture of their company to their consumers—that makes a huge difference," Ellsworth noted.

Ellsworth, who was recently named in Folio and AdMonsters’ 2021 class of Top Women in Media as a Changemaker, also discussed trends that roofing and exterior professionals should be aware of in 2022.