Stronger Rooflines, Stronger Margins
See how All American Renovations uses Hardie® products to differentiate their business and enhance homeowners’ curb appeal through stronger rooflines.
For many roofing contractors, the job ends where the shingles stop. But at All American Renovations, they know that a roof is only as strong as its weakest point. Soffit, fascia, and trim boards protect the vulnerable gap between eaves and exterior walls, but without durable materials, appearance eventually suffers and water or pests may enter the wall or attic space. These vulnerabilities are why the roofline is a critical component of a healthy roofing system.
Yet when demand spikes, many roofing contractors skip roofline assessments. They worry that a comprehensive proposal could mean losing the job to a competitor offering a straightforward roof replacement.
Thomas Williams, co-owner of All American Renovations, knows that leaving old, rotting wood at the edge of a brand-new roof is a recipe for unhappy customers and future callbacks. His team takes the time to identify rotted soffit and fascia. Instead of considering it a risk, he believes educating customers on the importance of the roofline could help close the sale while improving the quality of the home.
“A customer’s roof and gutters may look okay, but what’s behind those gutters can be a lot of rot,” Williams says. “When you show the customer a problem they didn’t even know they had, you become a trusted expert. Your advice helps them feel confident enough to increase their investment and make their lives easier and better in the long run.”
Maximizing customer value with James Hardie
Offering better solutions to customers is why All American Renovations added Hardie® products to their pitch.
“Hardie® products are, in my opinion, the absolute best products on the market,” Williams says.
Trust is paramount when offering products to customers, and Williams knows his team can stand behind their installation and the quality of Hardie® products. James Hardie offers a 30-year non-prorated warranty on their fiber cement products, which makes it an easy decision to add to the business.
“We quickly realized that pitching the roofline as a profitable add-on to homeowners was an excellent way to maximize value for those already investing in roof replacement work,” Williams explains.
Hardie® products are, in my opinion, the absolute best products on the market.
Thomas Williams, co-owner of All American Renovations
With increased access to materials with long-lasting impact, the All American Renovations team began incorporating James Hardie solutions into every exterior assessment.
Design flexibility without sacrificing durability
The renewed focus on the roofline naturally opened the door for homeowners to ask about siding replacements. Few products meet homeowners’ rising expectations better than Hardie® fiber cement siding. It’s one of the only materials Williams has seen that can stand up to extreme rain, heat, and temperature swings.
There are also many design options to satisfy every consumer, regardless of their style preferences. Customers are so happy that they ask for Hardie® products by name.
Williams remembers a customer who had purchased Hardie® products with ColorPlus® Technology finishes, soffit, and fascia in the past. When he purchased a new home, he reached out to All American Renovations again to install the products on his new property.
“They were so happy with the product that they didn’t even ask about other options,” Williams explains. “It was a no-brainer—without a doubt, he was going back to Hardie® products with pre-finished color.”
A superior solution for the business and for homeowners
Since adopting Hardie® fiber cement products, All American Renovations has increased sales volume by pitching soffit and trim work.
More broadly, they’ve increased their profit and average job size while maximizing the value of each service they provide. By adding soffit and trim to a standard roofing bid, they are capturing revenue that was previously being left on the table. Going forward, Thomas and his team expect to extend their repair and remodel profits through incremental soffit and trim add-on work.
“Hardie® fiber cement is hands down the best option for a consumer in the long run,” Williams says. “Re-siding with fiber cement siding is one of the top ways to increase your home’s re-sale value.*”
Hardie® fiber cement is hands down the best option for a consumer in the long run. Re-siding with fiber cement siding is one of the top ways to increase your home’s re-sale value.*
Thomas Williams, co-owner of All American Renovations
Beyond the product performance, Williams values the relationship behind it—so much so that All American Renovations is a James Hardie™ ALLIANCE contractor. This designation gives them access to additional training, technology, and marketing support from the James Hardie team.
“Working with James Hardie makes us stand out from the crowd,” Williams says. “Customers can look to us for a solid understanding of everything about Hardie® products, and we’re in a good position to educate and inform them of their options.”
A commitment to support
For Williams, being an “ambassador” of sorts for a brand means more than just liking the product. It means working with a team that supports his business.
“If I have a question, they’re there to support me,” Williams says. “Their goal is to provide a quality product and provide installation education, and I have confidence and faith that the team will do exactly what they need to do.”
This commitment to products and service gives the All American Renovations team a confidence that customers feel. They can rest easy knowing their product will function exactly the way it should.
“The definition of insanity is to continue to do the same thing over and over again and expect a different result. With Hardie® products, you’re not doing the same thing over and over again. You're getting a different result by changing the roofline to fiber cement instead of installing something that will have to be replaced in a few years.”
With Hardie® products, you’re not doing the same thing over and over again. You’re getting a different result by changing the roofline to fiber cement instead of installing something that will have to be replaced in a few years.
Thomas Williams, co-owner of All American Renovations
In adopting Hardie® products and adding the roofline, All American Renovations has differentiated themselves in the market. They are delivering a complete, protected roofing system that builds their reputation as much as it builds their bottom line.
Grow your roofing business with the James Hardie™ ALLIANCE
Beyond products, James Hardie supports contractors through the James Hardie™ ALLIANCE, a contractor loyalty program designed to help you grow and streamline your business. As a member, you gain access to tools and resources that support both your day-to-day operations and long-term growth, including:
- Marketing tools and lead generation opportunities to help you reach more homeowners
- Professional training and sales support to improve installation quality and close more jobs
- Business resources and exclusive support designed to help you operate more efficiently
Visit the James Hardie Pros Hub to explore resources or learn more about the James Hardie™ ALLIANCE and find tools to support your next project.
*© 2025 Zonda Media, a Delaware Corporation. Complete data from the Remodeling 2025 Cost vs. Value Report, which can be downloaded free at www.costvsvalue.com.
