Fluid-applied roofing systems are the fastest-growing segment in the commercial roofing industry. Despite this, there’s still a lot of confusion and misconceptions around them. So, we’d like to provide some insights and education about these systems.

Here are 8 examples of the misconceptions our team frequently encounters:

1. Fluid-applied roofing is just another repair. It’s a lesser option than a tear-off. 

When fluid-applied systems are installed properly, they can restore commercial roofs back to top performance and preserve the good. This process isn’t a repair, but rather, an investment in the longevity of a building’s roof.

“I have experience with some fluid-applied roofing systems in the past. More of them, though, were what I consider coatings, not what White Hat Industrial does. I say this because White Hat Industrial applies a liquid-fluid-applied membrane as opposed to basically painting a coating on an existing roof. But not only does the system provide more durability, the way the entire team operates allows for more intentionality and preparation. This is starkly different from coating people who will just go up on your roof with a leaf blower and blow the roof clean before painting a coating on. 

When I think about the leaks we used to have on our properties, 40% of the leaks that we had seemed to be related to seam failures or splits. But with the White Hat Industrial approach, and the liquid-fluid-applied membrane, there are no seams. So, right off the bat, the system eliminates 40% of our headaches, which is a tremendous step towards making a better environment for the tenants and owners.”

Jeff L. | VP of Property Management

Fluid-applied systems can perform just as well as replacement roofing methods and offer extensive benefits. We know this because we are fluid-applied roof restoration specialists, and we test all the fluid-applied systems we install vigorously.

2. I won’t be able to get the same warranty that I can with a tear-off and replacement.

At White Hat, we offer Labor, Material, and Workmanship Warranties that span 15 and 20 years. This is one of the most comprehensive types of warranty available and we’re able to offer it because We Are The Spec.

When customers choose to partner with us, they get peace of mind and know their roof is taken care of by an expert.

3. My roof is already too far gone for restoration. 

If you’ve never recommended fluid-applied roof restoration or seen these types of solutions installed poorly, it may be easy to think that all roofs are too far gone for this option. Although, most roofs actually are candidates. And we say this, as specialists who look at roofs like we’re the owner. We have never and would never recommend fluid-applied solutions, unless we know they are a win for the roof and the customer.

You can trust that we will work with you to ensure your customer gets the best solution and outcome possible.

4. Fluid-applied systems don’t perform the same as old roofing methods.

Our superior fluid-applied systems do perform just as well as tear off and replace methods, if not better because of all the additional benefits. But this isn’t always the case, especially when someone who only does fluid-applied “part of the time” or “on the side” is the one installing the system. It’s imperative to work with an expert who does this 100% of the time.

“My first time working with White Hat Industrial was my first time using fluid-applied systems, and the experience was great. From the beginning, as someone with no prior knowledge about fluid-applied roofing and restoration, their team explained every step. There is no doubt that they are educational experts in the industry. At each project stage, they made sure I knew what was happening, how it was happening, and when it was happening. I was always aware of what was going on and provided visuals throughout the entire process. Everything was very transparent and everyone prioritized communication. Then, when the project was finished, we walked through it together and it was just a very smooth ending to a smooth project with minimal disruptions.

On the other hand, I’ve also seen what it’s like to work with a contractor who ‘does fluid-applied’ but isn’t an expert. You don’t get the answers, prep, or communication necessary, leaving your to wonder what they’re even doing on your roof. The experience lack intentionality entirely.

Working with the fluid-applied experts at White Hat Industrial versus another contractor is truly a night and day difference. With their strong educational knowledge, intentional communication, superior systems, exceptional workmanship and expertise, you won’t be disappointed. And if you choose to work with someone else, you will soon see that you get what you pay for when working with a non-industry expert.” 

Darin S. | Senior VP Engineering

When installed properly, getting a fluid-applied system is the same as getting a new roof. It’s simply shifting how you think about it.

5. Fluid-applied systems aren’t valuable to a portfolio of properties.

Fluid-applied systems can be valuable to a portfolio of properties because they perform well, increase sustainability, and cost less. When installed the right way, fluid-applied systems can extend the life of commercial roofs.

“Working with White Hat Industrial is like having somebody you’re comfortable with run a project for you and prevent you from having extra work. There’s no hassle with tearing off and throwing out your old roof. Their systems work without major demolition and offer less disruption. If you’re still hesitant, do your own research, talk to them, get references. We did that and that’s how we went down this path. A path that has allowed us to save hundreds of thousands of dollars across individual projects. When we look at where we are now in this partnership, we couldn’t be happier.”

Dan C. | Regional Property Manager

With a portfolio of properties, these systems can be very valuable, especially if your customer is focused on sustainability and viable longer-term solutions.

6. Fluid-applied systems are something you use when you don’t have money for a tear-off and replacement, just a temporary solution with a shorter warranty.

Fluid-applied systems are NOT something that can only be used only when there isn’t a budget for a tear off and replacement project. Yes, these systems sometimes cost less, but they also perform just as well and offer more sustainable benefits. In fact, many of our clients have decided to do fluid-applied even with a full budget for tear out.

“In the world, we take fluid-applied roofing from the past as a ‘bad thing,’ but the technology has advanced and White Hat Industrial has great systems, processes, and people to offer you a better experience and outcome. And if you’re still not sure, go see a roof they’ve completed, get the educational knowledge from them, and explore this option for your properties. 

But remember, not all contractors are equal. A company like White Hat Industrial who does fluid-applied and restoration 100% of the time will always provide better outcomes than a company who only does fluid-applied and restoration part-of-the-time. Simply work with the expert you know you can trust.”

Darin S. | Senior VP Engineering

The fluid-applied systems we install for our customers all come with a comprehensive manufacturer backed Labor, Material, and Workmanship Warranty. Depending on the exact system, this spans 15 to 20 years. So, in no way, are fluid-applied systems a “temporary solution with a shorter warranty.” At least they aren’t when you choose your team at White Hat Industrial.

7. Having a fluid-applied roof can hurt you if you ever need to remove and replace it.

Our fluid-applied systems are designed to simply need a reapplication years after installation, and not a complete tear-off and replacement. However, if you ever need to remove and replace your roof, it doesn’t hurt or make the process harder if you have a fluid-applied system.

If your fluid-applied system has been installed properly, it shouldn’t disrupt your process of removing and replacing in the future—if that were a decision you choose to make.

8. Having a coating on your roof will be frowned upon when trying to sell your property.

Many of the property holders we work with across the country would disagree. They are buying and selling buildings with White Hat Industrial roofs without issue.

First, it’s critical to understand that having a fluid-applied system on a roof isn’t just “having a coating.” Having a fluid-applied system is so much more than just “a coating” because it restores you roof to top performance and its advanced technology offers more sustainable and long-term benefits compared to old tear off and replacement methods.

Second, it shouldn’t be frowned upon that your roof has a fluid-applied system when you’re trying to sell your property.

“We have installed a few systems where the property has been sold. Each time, the people were not familiar with the White Hat Industrial approach or the system type. However, we worked with them to get them comfortable with it by showing them some examples, and even introducing them to the White Hat Industrial team during the sale process. In both cases, the buyers were happy with the product and warranty. Especially, because they were gaining a workmanship warranty lasting the whole life of the warranty rather than the typical 2-5 years normal. These factors simply made the sale easier.”

Jeff L. | VP of Property Management

As you can see, from the quote above, fluid-applied systems can actually be a value-add during the sale process.

Want to share what White Hat Industrial has to offer with your clients?

If you want to share what White Hat Industrial can offer to your clients, our team is happy to connect and share more.

To learn more, you can call us at 937.909.9030 or contact us via email.