In this YouTube presentation, Adam Bensman and TAMKO’s Clayton Putnam demonstrate two in‑home product demos designed to shift roofing sales away from price‑only competition toward experiential, value‑based selling. The first demo uses a water bottle, Ice & Water Shield (Moisture Guard) and a nail to show how the self‑sealing membrane prevents leaks when nails penetrate the roof deck. The second demo pits a TAMKO Titan XT shingle against a competing brand on a 2×4, pulling each shingle to illustrate the superior nail‑zone reinforcement and overall structural integrity of the Titan XT, especially under simulated wind forces. Throughout, they stress the importance of letting homeowners see and feel the performance difference, provide talking points for contractors, reference training available in the Roofing Strong Alliance (RSA) app, and cite a real‑world Hurricane Ian case study where Titan XT withstood 150 mph winds for 12 hours. The video ends with a call to subscribe, join RSA, and use these demos to create unforgettable sales experiences.
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If every homeowner thinks that every roofer is offering the same thing, then what are they gonna be making their decision on? Well, it's price. But what if you could create an experience in the home that allowed the homeowner to not only see and feel, but truly experience the difference? This is what creates an unforgettable sales experience that can help you win even more business. So in this video that I'm joined with Clayton Putnam here with TAMKO, we're gonna be showing you 2 in-home product demonstrations that you can easily conduct To truly showcase the difference and create an unforgettable sales experience. The first one will include just this little simple water bottle, a piece of Ice and Water Shield, and what we have here is a, just a little cutoff piece of Moisture Guard and a nail. Once we do this demo, we're going to move on to another one, but you know, we're saving the best for last. So let's begin. All right, now many roofers are using Ice and Water Shield on their installations. But the thing is, people really don't talk about it, right? They just assume it's building code, or they'll put it on the estimate and they'll say something like it's a peel-and-stick or it's a self-healing membrane, or they use whatever language they use. But when a homeowner can truly see what it is and how it would benefit them, this is, this is where selling really gets magical, in my opinion. So many roofers might be using felt paper or valley metal. on sensitive areas of the roof, whether it's valleys or around penetrations. Now, it doesn't matter if you're in the north or the south or what building code is. If you're using this product, here is an easy way to demonstrate it. So what I can do is first say, Mr. Homeowner, imagine for an example that this is your roof deck, right? We're going to be driving a whole bunch of nails through it. Now, many roofing companies might be using things like valley metal or felt on the roof. So as those nails drive in, if I put the nail in this cap, and tip it upside down, what do you think will happen? It's going to leak. It's going to leak. Water is going to follow the shank of the nail and drip out, which would resemble what might happen if water were to back up under the shingles and then could come down in your home. But we use this product instead. We have a sample of Moisture Guard. So the way it'll work is there's this— the way it'll work is you got to love when you're doing a demo and the peel part of the peel and stick won't come off. There we go. All right, so the way it'll work is we peel off this membrane. It's all sticky, so it'll stick straight down to the roof deck. Okay, just like this. All right, now we're gonna press it on there, and then what we use is a nail. Will you hand me one of those nails? I can do that. Thank you. Nails go flying, but here's what we're gonna do. We're gonna grab this nail. We're gonna drive it in to represent what it would look like, what will happen on your roof deck. Do do do, right in there. Okay, now. This, I like to think of, it's a pretty magical process. Essentially, the nail, as we speak, this membrane is self-sealing around the nail, creating a waterproof barrier. And look, what do you notice? There's no leaks. There's no leaks. This is what we use around the sensitive portions of your roof, whether it's a valley insulation, around penetrations and flashings, and more. So there you have it. This is unforgettable. It is memorable. And even if everybody is doing the same thing, oh, we all offer We're all using ice and water shield, but if you're the one that puts the energy and attention and focus on this, this is how you win deals. And now we're going to show you the next one. Let's rock and roll.
Cool. So this one will be called our shingle pull test, and the great idea about this concept is we start off with a TAMKO shingle right here. I'm holding one of our Titan XT products, and we want to show homeowners or potentially multifamily decision makers in the future the strength of the TAMKO reinforced nail zone our anchor lock layer. So the way we do this is we nail our shingle down to one of these 2x4s and another competitive product onto the other, and then Adam's going to do a little pull test to show us the strength of both. Let me get a chance to nail these on.
Yeah, and while Clayton is getting these set up, the main thing that we're trying to showcase here is real-life application. So in this example, we're showing how having another waterproof barrier, stronger waterproof barrier, under the roof adds added protection to the homeowner and of course peace of mind. Now this is again value selling. Now as we get this product demo set up, what we're really going to be showcasing is the— is an example of wind force on a shingle, when wind might come up underneath the bottom of a shingle and have a possibility of causing a lift or even a shingle blow-off. So this is a half of a shingle and we're using 3 nails on the shingle as opposed to a full-width shingle and 6 nails to give us a very easy comparison. Now I know that on the internet people, um, might say, hey, well, the demo was rigged, or this is rigged. You can see we have a competing shingle here. We've got 3 shingles into it. You're seeing it placed on the sample board, and then the same thing. Even one of those nails is even overdriven, isn't it? A little bit.
I'd say it's pretty well done.
Yeah, pretty well done. Maybe, I don't know, I'll leave it for the comments. But this is a Tamco product, okay? Titan XT. So you can see direct comparison, all nailed properly in the nail zone. So let's begin.
Cool. So Adam will do the competitive product first. We can go ahead and clip this onto our 2x4 down here.
And as we get this set up, for our Tamco certified contractors, we do have a training inside the Roofing Strong Alliance app to show you how to build this apparatus or use A sample roof deck. All right, walk me through the next steps.
Absolutely. So you already have your foot in the bottom. When you're ready, just grab the shingle from the bottom side of it, which is exactly where wind would hit it if it's installed on your roof and trying to pull those shingles off. So give your best chance to pull that board and that shingle apart. Nice job, Adam. I'm impressed.
I even did back and bys yesterday.
There you go. Uh, the one thing that I think is interesting about this, right, is the way that the shingle fails and these large holes that are formed in it as it becomes detached from that 2x4, or in theory, your wood deck, right? And this is a major product that's installed on a lot of residential roofs throughout the country.
So a great question to ask when doing the demo is, what did you notice? And this gives an opportunity for the homeowner to share what they noticed. Wow, I realized that took a surprisingly little amount of force. It did. And it tore right up. Okay, now let's try the Titan XT.
All right, Adam, one more time whenever you are ready. Keep pulling, Adam. We're running out of YouTube time.
I know. And what's what's funny, by the way, homeowners may want to grab here. That's not representative of true wind force.
The winds will be coming
from the
bottom
in the sink, and some be like, ah, Adam's a little dude. Give it to a big guy. And now. There we go. Now I can get it to go, but that took a lot more effort and I had to cheat.
So then let me ask you, what did you notice about the Titan XT shingle?
What I noticed is that the first shingle had a tendency— it almost felt like it was tearing right away and lifted up quite easily. I probably could have done that in one hand. In fact, when we filmed a series of videos inside RSA in the app to train our contractors, the other shingle I could literally do with one hand. That's the Titan XT Required a tremendous amount of force. It literally did not move until I grabbed both ends to actually tear it off. I did want to tear it off actually just to show that, of course, it will come off at some point.
Sure.
But that I was not able to actually tear off using just my fingertips. I just didn't have enough purchase to get this thing to go. I also found that there's a lot more structural integrity of the shingle, uh, Itself. It didn't want to torque and bend the way that the competing product did.
And we have a really cool real-world example of the Titan XT holding up in severe weather. That's our Hurricane Ian case study that's on tamco.com. And during that hurricane event, they had 12 hours of winds at 150 miles an hour and higher.
Yeah, pretty wild.
It is wild. Yeah. So that's real-life performance for a product like that.
And many of our contractors are using that in their sales experience.
Yes, they are.
So here again are 2 separate ways for you to create truly memorable experiences for homeowners that are not memorable but truly unforgettable that allow them to experience the difference. So instead of going into the house and running your presentation, which by the way, I'm a big fan of running a presentation and virtual presentations, but this can supplement it to showcase product performance differences and your professional capabilities as a contractor offering superior value. If you like this video and you want to see more, subscribe to the channel. And if you want to join us inside the Roofing Strong Alliance by TAMKO, access these tools and a whole lot more, click the link in the description or go to rsa.pro right now. We'll see you inside.
