Walls & Ceilings 'If Walls Could Talk'

The proposed TopBuild acquisition by QXO highlights growing concerns among contractors about how consolidation and vertical integration could affect competition, pricing, and access to sensitive estimating and procurement data. Trent Cotney emphasized that contractors can protect themselves by strengthening contract language, carefully managing documentation, and clearly defining responsibilities when disputes arise over scope, coordination, or installation issues.

Contractors often struggle with inconsistent leads not due to workmanship, but because of weak marketing systems, especially across Google visibility, ads, responsiveness, websites, and social content. A reliable pipeline depends on optimizing five areas: Google Business Profiles, Local Service Ads, rapid response and review management, high-performing websites, and authentic social media activity. The underlying principle is ownership, as contractors who track and manage these inputs generate stronger, more consistent, and higher-quality local leads.

Contractors are beginning to tap into AI’s potential beyond marketing, using tools like customer-facing agents to automate appointment booking and improve lead conversion. By eliminating delays and missed calls, AI helps contractors capture more opportunities and stay competitive, especially during busy work hours when most leads are typically lost.

Gabriel Quintana highlights the 2026 NWCB conference as a contractor-driven event combining education, networking and product exposure. New additions like a training center tour and sessions on communication reflect ongoing labor challenges and the growing importance of soft skills in project execution.

There’s a lot to be said about the cost savings and efficiencies made available with the onset of artificial intelligence in the roofing and construction space. Yet, it’s still a relationship-based business that still relies on face-to-face interactions, even with all the evolving technology. “I’ve always believed construction is a face-to-face kind of (business),” explained Legal Expert Trent Cotney, partner with Adams & Reese, in this episode. “ As much as we’ve changed and evolved over the last few decades with technology, it’s still there.” Hear more about how Cotney believes customers are using AI to vet contractors and what that means for administration costs by listening to the full conversation here.

The 2026 SPFA Convention & Expo will center on workforce development, certification access and jobsite-ready education as demand for qualified spray foam installers grows across residential and commercial markets. In addition to certification prep courses, ABAA training and entrepreneur-focused sessions, the event will offer recorded breakout sessions, Spanish-language programming and real-time translation tools to improve accessibility and post-show learning. Operational updates, including revised networking events, a mobile app and enhanced registration tools, position the show as both a technical training hub and a business development platform for contractors.

Wall and ceiling contractors are facing real operational disruptions as immigration enforcement uncertainty causes crews to stop reporting, delaying projects and straining builder relationships. The proposed Dignity Act would introduce a structured, renewable legal status for certain undocumented workers, aiming to stabilize the construction labor force without granting immediate amnesty. Until legislative clarity emerges, contractors must strengthen employment verification processes, monitor federal developments and factor workforce risk into bidding, scheduling and long-term planning.

Contractors and business owners are also dealing with increased demands when it comes to design specifications. “Systems are getting so complex,” Cotney explained. “If you didn’t install something correctly, then it’s on you. But it shouldn’t be your responsibility to meet certain performance requirements.” He said to have early conversations with customers and when it comes to the contract, push as much or all of that design responsibility to the architect, engineer or design consultant. Check out the rest of Cotney’s legal strategies by listening to the full conversation now.

Tom Harris discusses how R-value, the standard metric for insulation performance, only measures conductive heat transfer under controlled lab conditions while ignoring convection, radiation, air movement, and moisture. He highlights research and the new A-Value study, which aims to measure full wall assembly performance more accurately in real-world conditions.

Art Unlimited CEO Anna Anderson shares practical, no-cost steps contractors can take right now to prepare their marketing for AI-driven search and the rapidly emerging “business-to-agent” economy.

From crawling through attics to building a recognized brand, Jessica Azarelo’s story is one of grit, reinvention, and purpose. Her hands-on foundation shaped Attic Queen’s focus on building science and measurable results for homeowners. After a life-changing injury, Azarelo expanded her impact through advocacy and an ambitious plan to franchise the business nationwide.

As decision-makers turn to AI instead of Google, contractors must rethink their websites and trust signals to stay visible and competitive.

Immigration enforcement has shifted from a looming concern to an immediate threat for construction contractors, with I-9 audits and ICE actions already underway. In this urgent discussion, Jill Bloom and legal expert Trent Cotney stress that proactive, consistent I-9 compliance and documented good-faith efforts are now essential to avoiding serious penalties and protecting construction businesses heading into 2026.

W&C Editor John Wyatt speaks with Tom Harris of Tom Harris PUR Consulting about the technological advances, education-driven growth, and regulatory forces shaping the spray foam industry as it heads into 2026. Harris points to 2025 as a turning point marked by major product improvements, stronger collaboration, rising certification rates, and a more educated contractor base—positioning spray foam for continued momentum despite upcoming economic and regulatory challenges.

As accounts receivable rise and backlogs ease, contractors can’t afford to let collections drift. In this episode, Trent Cotney shares practical ways to get paid faster: vet customers before signing, set clear expectations, track AR weekly, and follow a consistent contact plan that escalates from reminders to demand letters. He also explains why incentive-based collections can outperform hourly roles, how payment plans can unlock stalled balances, and when an owner’s personal call can turn an overdue invoice into real dollars. Listen to the full conversation here.

In an exciting conversation with Walls & Ceilings’ Group Publisher Jill Bloom, Legal Insights Expert Trent Cotney breaks down the recent surge in I-9 audits targeting roofing contractors and shares essential guidance for reducing risk.

Walls & Ceilings is proud to announced that Western Partitions Inc. has been named its "2025 Contractor of the Year." From their roots in Wilsonville, Ore., to an expansive footprint across 11 offices nationwide, WPI continues to set the benchmark for excellence, resilience, and leadership in the wall and ceiling industry.

In this “Dear Anna” episode, Art Unlimited CEO Anna Anderson explores how contractors should approach using video in their marketing and advertising strategies to give them the edge against their competition.

Contractors should prioritize carefully evaluating software agreements, preparing for the operational and emotional impacts of business acquisitions, and strengthening fundamentals like cash flow and accounts receivable to navigate a shifting market. Trent Cotney emphasizes that proactive planning, realistic expectations, and strategic decision-making are essential for long-term stability and success in today’s contracting environment.

This episode of If Walls Could Talk features W&C Editor John Wyatt and Tom Harris of Tom Harris PUR Consulting as they demystify one of the most misunderstood aspects of insulation—air barriers—and explain their role in energy efficiency and building performance. They break down how air barriers are tested, how spray foam products qualify, and why proper verification and HVAC coordination are essential for achieving tight, code-compliant building envelopes.

When hurricane-force winds devastated Jamaica, Strategic Response Partners founder Steve Slepcevic launched “Operation One Roof, One Love,” coordinating emergency aid, restoring communications, and leading efforts to repair roofs for hospitals, homes, and first responders. Partnering with groups like Samaritan’s Purse and World Central Kitchen, he’s now calling on contractors and donors worldwide to join in rebuilding—one roof, one act of love at a time.

Walls & Ceilings’ 2025 showcase celebrates EIFS and stucco specialists nationwide who exemplify excellence in craftsmanship, innovation, and reliability. Compiled through insights from industry professionals and advisors, the feature highlights firms that continue to elevate exterior plastering standards and inspire the trade’s future growth. Read the full list now!

Contractors and business owners already dealing with increased immigration enforcement and its impact on the roofing workforce may have more policies to navigate. A recent shake-up at the Immigration and Customs Enforcement (ICE) ordered by the White House could mean even stronger enforcement in some areas. “Internally, I don’t think they’re happy with some of the (deportation) numbers that have already been achieved,” said Legal Insights Expert Trent Cotney. “So, you can anticipate further enforcement and that’s part of the some of these changes we’re seeing.” Cotney also laid out some legal strategies for roofing contractors caught up in immigration sweeps and some pitfalls to avoid. Listen to the full conversation now.

The Home Depot’s acquisition of GMS, discussed by SRS CEO Dan Tinker and GMS CEO JT Turner, highlights a customer-first integration focused on growth, innovation, and expanded opportunities for contractors and employees.

With the price of everything rising, it’s more important than ever for contractors to gain new customers. But winning them over should be more than simply locking in a new project. Art Unlimited CEO Anna Anderson explains how roofing contractors can apply strategies to their marketing based on the book “Never Lose a Customer Again.”

W&C Editor John Wyatt speaks with Tom Harris of Tom Harris PUR Consulting to demystify one of the most misunderstood aspects of insulation—vapor barriers. Harris explains the crucial difference between air and vapor barriers, the science of moisture movement, and the importance of proper vapor control by climate zone, offering builders and homeowners practical insights on preventing condensation, mold, and costly building failures.

Thea Dudley, CEO of Pocket Protectors, and Ryan Ayers, CEO and co-founder of Suppli, join RC to discuss the latest changes to credit card interchange fees. The association fees for Visa business-to-business transactions just went up and there’s speculation that others will, too. That could impact roofing contractors and others that rely on credit card payments to keep companies moving.

Policymakers and the courts have disagreed for years on the fairness and enforcement of the Occupational Safety and Health Administration’s use of the multi-employer doctrine when it comes to safety violations found on a jobsite. Now, advocates for the construction and roofing trades are pushing for a series of statutory reforms that allow prime contractors on a site to help subcontractors with safety.“The kind of thing I'm thinking about is collaborative efforts to ensure safety,” said W&C Legal Insights Expert Trent Cotney in a recent conversation about a new white paper he helped draft for the National Construction Policy Institute. “The reason why I wanted to write this white paper is that time and time again, I've been asked by contractors, ‘Hey, I want to help my subs, I want to give them PPE and train them.”

Diane Earll, now President of USG’s Ceilings Business, has spent 30 years rising through 13 roles across the company, driving innovations like lightweight USG Sheetrock Brand Gypsum Panels and centralized customer service. She credits USG’s culture of opportunity, training, and community commitment—paired with a focus on technology and innovation—for keeping the company and its partners resilient in a changing construction industry.

It’s been a relatively slow storm season along the coasts in terms of hurricanes and named storms, but that may be about to change. Meteorologists are tracking two developing storms at the same time in the same area of the Atlantic Ocean, just off the Bahamas. The unique circumstance could bring about some severe weather and damage that will put contractors in demand. To get a closer look with someone at the center of it all, we checked in with disaster response expert Steve Slepcevic, CEO of Strategic Response Partners, to discuss what contractors can do now while tracking developments. to be ready for the next crisis.

The latest If Walls Could Talk podcast spotlights METALCON’s partnership with the Military Warriors Support Foundation to launch the Eagles Landing Veteran Retreat, a healing space for combat-wounded veterans and Gold Star families.

Continuous insulation is the easiest way to improve the performance of any home that will last the lifetime of the home. Learn why it make such an improvement to interior comfort, how easy it is to install, and its other impacts. SPONSORED BY ATLAS

Legal Insights expert Trent Cotney recently has received a lot of calls regarding workmanship warranties and manufactured material warranties from the field. He joined If Walls Could Talk to break down some of the key features roofing contractors need to have in their contractors when it comes to workmanship and material warranties. He also explained that working with manufacturers and distributors to find a solution is often the best route to keep customers happy. Cotney also addressed the continued need to monitor field crews for heat illness and exposure to the sun during the final weeks of peak roofing season. “It’s just incredibly hot across the U.S. and it’s an incredibly dangerous time for our industry,” Cotney warned. Though efforts to create a new heat standard by the Occupational Safety and Health Administration (OSHA) have stalled, regulators are still considering making updates that provide clarity to jobsite requirements over heat exposure. Occupational Safety and Health Administration (OSHA) is “You always have the duty to prevent your employees from suffering heat injury or illness and I’d recommend knowing the known hazards,” he said. Listen to the full conversation now.

Federal regulators are urging contractors to adopt proactive self-auditing practices, with experts like Trent Cotney recommending independent audits to strengthen safety, labor compliance, and inclusion policies while minimizing exposure to penalties. He also highlighted broader industry challenges, including labor shortages tied to immigration enforcement and rising costs from tariffs, urging contractors to stay proactive and adaptable.

W&C contributor Thea Dudley—aka “The Credit Overlord”—previews her upcoming METALCON workshop, emphasizing the critical role of back-office systems, especially credit and collections—in helping contractors protect their cash flow and avoid costly business failures.

Credit card surcharges are becoming more common as processing fees rise, but Thea Dudley stresses they must be implemented legally, transparently, and with advance notice to customers. She advises contractors to phase in changes carefully, avoid surprises at payment, and follow merchant service rules to maintain trust.

Construction attorney Trent Cotney outlines key tax benefits and workforce development provisions in a new federal bill, along with recent OSHA enforcement changes that offer significant relief and opportunities for contractors.

In this episode of If Walls Could Talk, Walls & Ceilings Editor John Wyatt speaks with Tom Harris about ratio monitoring in spray foam insulation and how it's reshaping quality control in the industry. While this technology offers real-time verification and reporting of chemical ratios, it complements but doesn’t replace the need for skilled, attentive installation.

Industry leaders Jill Bloom, Anna Anderson, and Josey Parks explore how AI is rapidly transforming the construction and roofing industries, from automating customer interactions to streamlining operations and sales. They emphasize that contractors who adopt AI tools now—like chatbots, CRMs, and lead-matching platforms—will gain a major competitive edge over those relying on outdated systems.

AI-generated summaries of search results are here to stay, making marketing your roofing company a challenge. Anna Anderson, CEO of Art Unlimited, is here to provide the latest updates and information on successfully navigating digital marketing on search engines.

Held at Margaritaville Lake Resort, the TLPCA convention gathered construction leaders to celebrate innovation, honor veteran contributions, and address workforce and labor issues. Mike Griffin received a Lifetime Achievement Award, while Trey Harris led impactful fundraising for industry education.

Billy Downs, president of Ford’s Garage, shares how his people-first leadership philosophy, rooted in his “Hospitality Wheel” concept, continues to drive business success and meaningful customer experiences.

At the FRSA convention, construction law expert Trent Cotney emphasized the legal risks prime contractors face due to subcontractor actions, highlighting the importance of strong contracts, job site oversight, and thorough documentation. He also addressed growing concerns over ICE job site raids, urging contractors to prioritize compliance and support for their crews while advocating for more efficient labor policies.

WC Legal Insights Expert Trent Cotney said he’s seeing increased immigration enforcement in unexpected places in Florida. From major busts in Tallahassee with more than 100 arrests, to smaller enforcement pushes on the highway, construction companies are at high risk for attention from federal and local authorities. Roofing contractors should be aware of high-volume areas for ICE enforcement and know their rights, says Cotney, who said he’s seeing increased immigration enforcement across Florida. “The administration has made it very clear what its position on the border is,” he explained. “We’ve seen an uptick in ICE enforcement in construction and not just in “Blue” states, it’s been in “Red” states equally.” Even companies that are fully compliant with I-9 documentation can still fall under scrutiny for having employees that face deportation, Cotney said. With the help of local authorities, ICE agents are targeting at the jobsite, at familiar intersections, and even where materials are being picked up. Listen to the full conversation here.

Over the past 25 years, building envelope design has undergone a major shift toward high-performance wall systems focused on air, water, and thermal control. In a recent interview, TruFast’s Jason Wigboldy explained how innovations like the Thermal Insulation Fastening System and Tube Seal Fastener Technology are helping contractors build smarter, faster, and more efficiently. SPONSORED BY TRUFAST

In this episode of If Walls Could Talk, W&C Editor John Wyatt talks with Tom Harris of Tom Harris PUR Consulting on the importance of verified products.

The OSHA Walkaround Rule enacted during the Biden Administration faced major objections from some in the construction trades because it allowed third-party representatives to visually inspect jobsites, regardless of their profession -- or who they are. “It’s key for our listeners to understand that if OSHA asks for a third party that’s not the contractor to be involved in the walkaround inspection, that they should object,” explained W&C Legal Insights Expert Trent Cotney, of Adams & Reese, in this brief episode. Concerns like liability coverage, proprietary rights and materials staging make legitimate arguments for exemptions, and should be utilized, he continued. Listen to the full conversation here.

Websites are a staple for any business, including wall and ceiling contractors, but there’s more to maintaining them than updating them with photos and sales offers. Anna Anderson, CEO of Art Unlimited, warns contractors that their sites may not be accessible and offers solutions on how to ensure they’re compliant.

Jill Bloom speaks with Ron Rice of CertainTeed Ceilings/Saint-Gobain about his industry leadership and recognition at CISCA Connect 2024, particularly his groundbreaking work on establishing Environmental Product Declarations (EPDs) for metal ceilings. Rice also emphasizes the importance of circularity in construction, advocating for smarter material selection, deconstruction, and reuse to support sustainability efforts led by architects, contractors, and manufacturers alike.

Optiline has made ambitious moves to expand beyond its New England territory. Two of its staff discuss this strategy.