Real Leaders

The Future of Roof Rejuvenation: Soy Bio-oil

Mike and Todd Feazel spent 25 years growing one of the largest and most successful roofing companies in the United States.

As time passed, it became apparent that shingles were changing. The amount of shingles per bundle increased, which meant individual shingles were lighter and less durable. The brothers witnessed roofs failing at astounding rates. In many cases, a “30-year roof” lasted less than half its promised life. Mike and Todd didn’t like what this decline in quality meant for homeowners across the country. Add that to a massive increase in costs of labor and materials, as well as home insurance complications, and a grim picture emerges.

“My brother and I could see the staggering number of roofs at risk across the country and wanted to do something about it.” – Mike Feazel.

The connection between early roof failure and its negative environmental impact also becomes apparent. They found that if 1% of homes applied this treatment instead of installing a new roof, It could eliminate 2.8 million tons of landfill waste and 1.1 million metric tons of CO2 emissions. (Vasco-Correa/Shah “Technical, economic and environmental performance of soy methyl ester emulsions applied to aging asphalt roofing.” CFAES, Ohio State University.)

Discovering new advancements in plant-based chemistry, they sold Feazel Roofing and partnered with the largest research and development laboratory in the country to develop Roof Maxx roof rejuvenation. After extensive testing, 17-year-old shingles treated with Roof Maxx passed the same tests required of brand-new shingles. (Study conducted by Ohio State University.)

Untreated, today’s shingles quickly become brittle, leading to loss of granules, cracking, and breaking. This spray-on treatment penetrates the shingle replacing lost oils, and reverses aging. The treated shingles now act more like new shingles, expanding and contracting as they should. This improves their ability to hold the protective granules onto the shingle. In many cases, the shingle’s dried glue tabs are reactivated. This helps to keep shingles from breaking and minimizes blow-offs in high winds.

Roof Maxx had developed a product that was needed in the marketplace and a sustainable way
to create that product. They also needed an innovative way to deliver the product to those who could benefit. Roof Maxx decided to make its product available through a dealership model and granted hundreds of independent dealerships to sustainability-minded entrepreneurs across the country over a few short months.

Each dealership can be as small as one person or as large as an existing roofing company that wants to offer cost-effective and environmentally friendly alternatives for its customers. A Roof Maxx dealership is a unique offering with high returns on a small investment. Dealers need little training and few tools and can be up and running in as few as six weeks. Even those without roofing or construction experience can maintain an exciting, successful, and growing business. After start-up costs of equipment and branding, all a dealer pays for is the product itself. Roof Maxx corporate even provides inexpensive leads gathered from national marketing opportunities.

“We have several roofing companies who have added Roof Maxx because they know it is a real science-based product, and they’ve seen it save roofs. Being the roofing company that only replaces a roof if it absolutely needs to be replaced builds lifelong customers,” says Mike Feazel. “As a dealership/small-business opportunity, Roof Maxx has proven itself to be recession-proof. Dealerships were born and grew during an international pandemic and its economic aftermath. Roof Maxx’s robust nature also has a clear benefit for consumers needing to delay large, expensive projects like re-roofs during difficult times.”
Roof Maxx dealers are entrepreneurs like the American Farmer who grows the raw material for the Roof Maxx formula. They are also innovators like Henry Ford and George Washington Carver who worked together to invent synthesized rubber from soybeans, among other advanced products. When you fast forward the better part of a century, soy technology is even used to make Goodyear Tires. Roof Maxx is partnered with the Ohio Soybean Council and Airable Labs which works tirelessly to adapt this renewable resource to revolutionary products across the board.

“Roof Maxx not only provides a green solution to a petroleum-based challenge of losing petroleum oils from a shingle but also can be as low as 20% of the costs of replacing an old roof,” says Barry McGraw, Director of Product Development and Commercialization, Ohio Soybean Council.

Roof Maxx is a win-win-win for dealers and customers. It’s a renewable product that reduces
construction waste AND saves homeowners money while protecting their homes. Dealers get
to make a meaningful impact on their community and the environment while growing a
successful business.

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