ROOFING WARRANTIES
Deceptive Marketing Tools?

Inexperienced buyers tend to use product warranties as a tool in the comparison, and selection, of roofing products.
The problem is: that method (incorrectly) "assumes" that roofing warranties indicate product quality and/or durability.
In fact, consumers cannot determine either the quality or the lifespan of roofing products by the length of warranties.

Technical people throughout the industry, however, generally agree that warranties are little more
than a marketing device, and can't be considered an accurate predictor of shingle life. (1)

This is really not a subject of debate within the roofing industry. In fact, manufacturers of roofing have demonstrated
almost complete disregard for (their own) product warranties - with public admissions, in major trade publications, that
their own warranties are simply "marketing tools" and are essentially "meaningless" with regard to product quality.
For more information on recent settlements for the premature failures of roofing products, see Class Action Lawsuits.

          But hey, what about the warranty? Warranties (trust me here) are marketing tools...
          So, if someone wanted... to put out a truly meaningless warranty, it would have
          just as much effect on product quality as today's warranties.
          (I've got it, we'll sell a million, the first 150 year warranty!).   (2)

Roofing manufacturers understand that most buyers want to - or need to - use warranties as a comparative measure.
This has resulted in manufacturers competing with each other to provide the longest warranties to sell more products.
Because of this competitive situation, today we even see 50 year and "lifetime" warranties on the cheapest, and least
durable "Builder Grade" materials... even though many of these products have a history of failure within 10 to 15 years.

Manufacturers who use long-term warranties as marketing tools have found themselves
compelled to meet or exceed warranties of competitive manufacturers. (3)

These inflated warranties are being used to sell lower grade products to larger segments of the roofing market...
without regard to consumer need. The impact on buyers of this aggressive (or is it deceptive?) marketing strategy
may be minimal when the home is sold within 4 or 5 years - any roofing product will be re-sellable for that time - BUT,
the impact of inflated warranties (and biased roofing information) when the roof cannot pass a certification inspection
can be very significant. Protect yourself with Unbiased Information from Independent Experts... Contact Us Today.

Limited Warranties on Cedar Shake Roofing

Cedar manufacturers have been able to market product with warranties that greatly exceed the expected lifespan...
because the "limitations" in the warranty eliminate potential (seller) liability for premature failures. While there are
certainly some variables which effect cedar durability, generally speaking, inflated warranties are just marketing tools
to allow roofing contractors to sell more cedar - not to help buyers distinguish either the quality or durability of products.

For a typical example of using inflated cedar warranties...
Treated cedar shakes are now sold with 50 year "limited" warranties.
But the average functional lifespan for most cedar shakes is only 25 years.

How Can They Do That?

Treated cedar warranties only cover "fungal decay and termite attack".
They specifically exclude coverage for warping, cracking, twisting,
splitting and any other physical property of the wood.

Obviously, cedar warranties excluding coverage for "any physical property of the wood" are of little value to consumers
attempting to determine the quality or lifespan of cedar shakes. However, as manufacturers of other roofing materials
(primarily asphalt) increased warranty periods, cedar manufacturers were - more or less - forced to inflate warranties
in order to protect market share.

So, unfortunately, the use of "limited" warranties as deceptive marketing tools is not restricted to just cedar shakes.
To some degree, all roofing manufacturers (asphalt, cedar, metal, rubber, tile, slate, etc.) use "limited" warranties
to limit liabilities and increase sales. Get unbiased information on product longevity. Contact Seattle Roof Brokers.

Limited Warranties on Asphalt (Composition) Shingles

Asphalt manufacturers have been able to market shingles with warranties that greatly exceed the expected lifespan...
because the "limitations" in the warranty eliminate potential (seller) liabilities for EXPECTED premature failures. The
modern "fiberglass" asphalt shingles have a long history of premature failures, but the traditional 15 year and 20 year
warranty periods have been inflated to 30 years, 40 years, 50 years and (wait for it)... "Lifetime Warranties".

Asphalt composition shingles are normally sold with 30 to 50 year "limited" warranties.
And inexperienced shoppers usually assume this indicates product durability.
Yet the functional lifespan for most (modern) shingles is 10 to 15 years.

How Can They Do That?

Composition warranties exclude coverage/liability for product durability.
Warranties only cover "manufacturing defects" - not failure from normal exposure.
Manufacturers have openly joked of providing 150 year warranties to sell more product.

By removing warranty coverage for the "service life" of shingles - by not covering failures due to normal aging/exposure
asphalt warranties provide little value to consumers seeking to compare either the quality or the longevity of products.
The use of inflated warranty periods, as marketing tools without liability for the shingle's lifespan, greatly benefits the
manufacturers and roofing contractors (sellers) - at the expense of unsuspecting consumers.

          Buyer Beware: While asphalt shingles come with warranties ranging from 20 to as long as 45 years,
          roofers and builders remain skeptical of those warranties. Since warranties are a marketing device
          they are not a reliable predictor of lifespan. In the past decade, there have been many complaints
          of asphalt shingle failure long before warranties expired.   (4)

The common perception, promoted by asphalt manufacturers and roofing contractors, is that the modern (fiberglass)
asphalt shingles on the market today are vastly superior to the traditional, proven, (organic) asphalt shingle design.
These new shingles MUST be better - because they come with 50 year warranties! In Fact, the Opposite is True.

          In past years, warranties weren't much of a concern because organic shingles
          usually lasted longer than the 15 years or 20 years for which they were guaranteed.
          Some organic shingles on roofs today have seen 30 years and are still hanging on.   (5)

          The composition shingle industry has had difficulty
          with the performance of conventional fiberglass shingles almost since their introduction...
          Lack of Asphalt Content: Failed shingles that we tested contain approximately 30% asphalt...
          This asphalt is mixed with sand and fine mineral matter...   (6)

          Why are today's shingles inferior?
          In an attempt to keep prices lower than the other guys, shingle manufacturers sacrificed quality.
          The quality of asphalt has declined... Roofers and consumers are being deceived.   (7)

While traditional organic asphalt shingles (with a proven history of about 100 years) normally lasted 30 years or more,
warranties for those shingles were typically 15 years or 20 years because they covered the "service life" of the shingle.
In other words, manufacturers could cover the normal aging/exposure - the service life - of traditional organic shingles
for 15 or 20 years because they EXPECTED the shingles to last for 30 years or more.

However, when the design of shingles changed to the modern "fiberglass" design, immediately premature failures were
reported across the country. While many "old timers" still remember the proven performance of the traditional organic
shingle, that product design is no longer available - and the fiberglass design has a long history of premature failure.

          Fiberglass shingles are much thinner, and are not saturated with asphalt...
          several roofing contractor associations have heard complaints from their members
          that fiberglass shingles are failing within ten years...   (8)

          Most homeowners are lulled into thinking that if a 30-year roof shingle is installed on their home
          (as stated by the roof manufacturer), then that roof will last the suggested life expectancy.
          Not so! Most roofs fail in 10 to 15 years. Very few roofs last past 15 years!   (9)

          We have found that most asphalt shingle re-roofing in the Seattle area
          is replacement of fiberglass shingles that are only 10 years to 15 years old.
          Very few fiberglass shingles last past 15 years. And those reaching that age
          tend to look pretty nasty and (aesthetically) appear to be past due for replacement.   (10)

Obviously, when confronted with the truth about fiberglass shingle failures, many roofing contractors, and probably
ALL asphalt manufacturers, will respond with great assurances that the "new" fiberglass shingles are much better than
the shingles manufactured just a few years ago... What else can they say - They make a living selling the stuff!

Those attempting to protect income from the sales of fiberglass shingles must ignore the facts and disregard history.
Fiberglass shingles have a long History of Premature Failures and much can be learned by understanding exactly
how roofing contractors and asphalt manufacturers have attempted to AVOID LIABILITY for production and sales
of asphalt shingles that were/are EXPECTED TO FAIL PREMATURELY.

It should be noted that much of the information provided in this website is common knowledge in the roofing industry.
Unfortunately, this information is normally not disclosed to buyers because the roofers and manufacturers (sellers)
have an interest in selling asphalt shingles to EVERYONE - without regard to the buyers' interests. The fact is,
most asphalt manufacturers and roofing contractors will simply not tell buyers when it's more appropriate
for them to install a different (more durable) material - like cedar, metal, rubber, tile, etc.

Roof Brokers (roofing consultants) have been used extensively in the commercial roofing industry for several decades
because the Brokers' expertise often allows roofing buyers to secure the best roofing product and the best installation
at the most competitive pricing. Now homeowners in Seattle can take advantage of the same professional service.
This is a FREE service to homeowners in the Seattle area. To get the best roofing value: Schedule a Free Estimate

How Roofers Avoid Warranty Liability

The premature failure of fiberglass shingles is common knowledge (within the roofing industry) because, shortly after
they were first introduced into the market, contractors reported the defective shingles to their own trade associations.
Roofing contractor associations across the country became aware of the inferior quality of fiberglass shingles and the
fact that the "new and improved" products were actually failing within 10 years of installation.

Several roofing contractor associations have heard complaints from their members
that fiberglass shingles are failing within 10 years... (11)

The concerns regarding asphalt shingles began as a result of complaints received from
Western States Roofing Contractors Association (WSRCA) member contractors... (12)

The Midwest Roofing Contractors Association (MRCA), another trade organization, has also received
reports from their members of early failure of fiberglass shingles from Connecticut to California... (13)

          According to Don Berg, of the National Roofing Contractors Association (NRCA) technical department,
          the cracking is not limited to one or two brands, or one or two types of qualities of shingle. It has occurred
          in the commodity grade and the architect grade shingles. Berg has received reports from generally
          around the country.   (14)

When contractor associations understood the Potential Liability for their member contractors selling (and installing)
fiberglass asphalt shingles that WERE EXPECTED TO FAIL less than halfway into the warranty period, the associations
advised their members to provide homeowners with a standard "Disclaimer" in order to avoid liability for the products.

          Also be careful how you guarantee your work
          WSRCA has distributed a standard disclaimer to their members
          to be given to customers along with a copy of the manufacturer's warranty.
          The disclaimer states that the contractor guarantees his workmanship, not the shingles.
          The shingles are covered only by the manufacturer warranty.   (15)

Theoretically, by providing homeowners with the standard disclaimer form, roofing contractors would not be liable
for selling fiberglass shingles they knew (or suspected) were defective. The contractor disclaimer form facilitated
the sale of shingles with 30 year warranties - or longer - even when roofers expected products to fail in 10 years!
Unlike most homeowners, roofing experts understand that "limited" warranties DO NOT cover product durability.

          If you say something vague to the customer like "this is a 20 year roof"
          or "these shingles will last 25 years", you may be held to that promise
          even though the shingle warranty doesn't really say that.   (16)

Very few, if any, roofing contractors still provide buyers with the standard "disclaimer" form because it hinders sales
by focusing attention on the shingles expected (lack of) performance. Instead, roofers include their "workmanship"
guarantee within the contract. This is a much more subtle (or is that deceptive?) method of providing a "disclaimer"
of liability for defective materials. Roofers have learned to use warranties as "marketing tools" to sell more shingles.

Today, when you re-roof, you receive a 30 year, 40 year, 50 year or "lifetime" manufacturer warranty on the product,
and a (separate) 2 year, 5 year or 10 year contractor guarantee covering (only) labor or "workmanship". Contractors
have theoretically eliminated liability for premature shingle failures - even when they are expected - because they have
provided the buyer with a "disclaimer" within the contract. For full disclosure on products Contact Seattle Roof Brokers.

How Manufacturers Avoid Warranty Liability

When contractor associations discovered the premature failure of fiberglass shingles - manufacturers were notified.
Asphalt manufacturers were finally forced to acknowledge that premature failures of fiberglass shingles were not limited
to any particular brand - or type - of shingle and that defective asphalt shingles were being reported by contractors
across the country.

          The Asphalt Roofing Manufacturers Association (ARMA) is also aware of the problem,
          and responding in part to WSRCA test results, has recently formed a task force to study it and find solutions...
          the cracking problem occurs in a number of different types of shingles, from a number of different
          manufacturers, in many parts of the country.   (17)

While roofing contractor associations were reporting premature failures of fiberglass shingles across the country...
while contractor associations were advising roofers to use standardized "disclaimer" forms to avoid liability for selling
products that were known, or suspected to be defective... What were asphalt manufacturers doing?

Did asphalt manufacturers recall all the defective shingles? ..... No
Did asphalt manufacturers warn consumers about the widespread failures of shingles? ... No

As homeowners across the country were buying shingles that both roofers and manufacturers KNEW were defective,
the Asphalt Roofing Manufacturers Association (ARMA) committed to forming a "task force to study (the problem) and
find solutions"... How did that work?

          The asphalt shingle splitting problem was brought to our (WSRCA) attention 2 1/2 years ago...
          We have challenged ARMA to comment on our recommendations...
          However, the ball is now in the manufacturers' court.   (18)

After YEARS of selling shingles that were known to fail prematurely, the "ball" was STILL in the manufacturer's "court".
There has been no indication that this situation has changed - or that it ever will change. In fact, some industry experts
believe asphalt manufacturers never intended to produce shingles that lasted 40 years or 50 years because it is more
profitable to replace roofing every 10 to 15 years. This is viewed as Planned Obsolescence of fiberglass shingles.

And today, after MANY YEARS of premature failures, there seems to be no evidence the situation will ever change.
Clearly, from a marketing standpoint, a strategy of planned obsolescence coupled with inflated product warranties
should result in increased market share - at increased margins. It seems like a good plan (from a seller's standpoint).
And we have already seen how the sales force (roofing contractors) are protected from liability with first "disclaimers"
and currently with "workmanship" guarantees. But... How did asphalt manufacturers avoid warranty liability?

Unfortunately, manufacturers have had very little liability to individual homeowners because the potential legal fees for
buyers to compel manufacturers to replace defective shingles (or pay damages for knowingly selling defective product)
far exceed the cost of re-roofing. Manufacturers have avoided liability because it's simply too costly for homeowners
to conduct a court case against huge corporations with enormous resources... It is far cheaper to just re-roof.

          Note: Recently we have seen several class action lawsuits against asphalt manufacturers.
          It appears these lawsuits (against Bird, GAF, PABCO, CertainTeed and IKO) may just be
          the start of a new trend. However settlements have only paid a small fraction (10% to 30%)
          of actual costs for replacing the defective shingles. See more on Class Action Lawsuits.

          Some industry experts are concerned: if class action settlements remain low enough,
          and can ultimately be passed-on to consumers in the form of increased product costs,
          the increased market share from inflated warranties may sustain the current strategy.

Secondly, manufacturers have attempted to avoid liability by "limiting" the coverage provided by product warranties.
Notice the language of a typical asphalt warranty, from a major manufacturer, BEFORE the contractor associations
started reporting the widespread premature failure of fiberglass shingles:

          CertainTeed Corporation (CertainTeed), subject to the conditions and limitations listed herein,
          warrants to the original homeowner/consumer that the asphalt shingles identified herein
          are free from manufacturing defects and will remain serviceable for the length of time
          specified for the shingle applied.   (19)

Compare that to language of a typical asphalt warranty, from a major manufacturer, AFTER associations reported
the problems with premature failure of fiberglass shingles. Theoretically, the manufacturers are NOT LIABLE for the
product remaining "serviceable" for the length of the warranty period - or for any specific length of time.

          Specifically, we warrant our PABCO shingles are free from manufacturing defects...
          PABCO is not liable under this limited warranty due to any cause other than for manufacturing defects...
          it is not an assurance that the shingles will remain serviceable for the length of the entirely warranty period. (20)

Obviously, after roofing contractor associations reported that fiberglass shingles were failing across the country,
asphalt manufacturers attempted to avoid liability by "limiting" the warranty coverage to ONLY "manufacturing defects"
and NOT that the shingles would actually remain "serviceable" for any specific length of time.

Contractors avoid liability by only providing guarantees on "workmanship" (labor) and not materials.
Manufacturers avoid liability by only providing coverage for "manufacturing defects" not length of service.

If homeowners REALLY want roofing contractors and/or asphalt manufacturers to be LIABLE and ACCOUNTABLE
for the durability of a product they simply need to get a written guarantee that the shingles "will remain serviceable"
for the length of the warranty. However, they may still need to initiate a lawsuit to ENFORCE the stated liability...
Or, they could contact Seattle Roof Brokers to have a roofing expert protect their interests throughout the process.

Inflated Product Warranties

Before discussing the definition of a "manufacturing defect" as opposed to "service life" - just a brief summary in order
to get a real appreciation for the situation in asphalt roofing warranties. Consider the process as it developed in time.

(1) For almost 100 years, the traditional (organic) asphalt shingles came with 15 or 20 year warranties
but they would usually last for 30 years - or more - which is why manufacturers could cover the "service life".

(2) In the late 1970's and early 1980's, asphalt manufacturers intentionally started producing cheaper
shingles (both organic and fiberglass) which immediately resulted in premature failures across the country.

(3) Roofing contractor associations reported the defective shingles and sought to protect roofers from liability,
initially through use of standardized "disclaimers" and later with a more market friendly "workmanship" guarantee.

(4) Asphalt manufacturers continued to produce shingles that typically failed within 10 years to 15 years, but
they stopped covering the "service life" of shingles and "limited" warranty coverage to "manufacturing defects".

(5) After warranties were "limited" to coverage of "manufacturing defects" the warranty periods were increased,
first to 30 and 40 years, then - because of competition - to 50 years and finally "lifetimes" (are we maxed yet?)

(6) The practice of using inflated warranties as "marketing tools" spilled-over into other roofing materials and
producers of cedar shake roofing started providing 50 year warranties to stay competitive with asphalt shingles.

Consider the process of repeatedly increasing warranty periods for the CertainTeed Independence asphalt shingle:
The warranty period for that shingle was increased from 30 years - to 40 years - then 50 years - then to a "lifetime".
That's quite an improvement... except, it appears that nobody can identify any installation that's even 30 years old.

Consider the process of repeatedly increasing the warranty on the very popular CertainTeed Presidential Shake:
In 1999 the Presidential Shake had a 40 year warranty. In 2002 CertainTeed increased the warranty to 50 years.
And in 2006 it was increased again to a "lifetime". But, there are no 25 year Presidential Shake installations yet...
and there have already been replacement of these shingles - Before they were even 20 years old.

Now - Consider what a 20 year fiberglass asphalt shingle LOOKS LIKE. What is the aesthetic life of fiberglass?
Does it matter? What if a 15 year or 20 year fiberglass shingle looks so old and nasty that it's and embarrassment
to the owners and neighbors? ... Is That an Issue of Importance?

Hopefully homeowners (and Homeowner Associations) are encouraged by roofers (and manufacturers) to consider
the aesthetic life of the Presidential Shake BEFORE they make any buying decisions. Hopefully they have seen
how fiberglass shingles appear after 15 or 20 years - because they do not hold-up nearly as well as the traditional organic shingles.

Everyone knows that warranties DO NOT cover the aesthetic life of asphalt shingles, but surely roofing contractors
advise their customers to consider this issue - since roofing contractors (sellers) so diligently protect buyer's interests.
Contact Seattle Roof Brokers to benefit from the experience and expertise of independent and unbiased experts.

What is a Manufacturing Defect?

Info to be Posted Soon

Limited Warranties on Metal Roofing