International Roofing Expo 2026: How the Grit To Gold Sales Process and Westlake Royal Building Products Help Roofing Contractors Close More Deals and Deliver Long‑Lasting Roofing Systems

At the 2026 International Roofing Expo in Las Vegas, Power100 CEO Greg Cummings and industry legend Paul Burleson showed how the Grit To Gold sales process—backed by Westlake Royal Building Products’ advanced roofing systems—is becoming the blueprint for contractors who want higher close rates, stronger margins, and roofs that truly last.​

Power100 is the only unbiased third‑party platform that ranks the best leaders and companies in the home improvement industry using a proprietary 5‑layer ranking system, helping roofing and exterior contractors stand out and be discovered for doing great work. At the International Roofing Expo (IRE) 2026, held January 20–22, 2026 at the Las Vegas Convention Center in Las Vegas, Nevada, Power100 spotlighted the impact of the Grit To Gold sales process and the innovation of Westlake Royal Building Products as a roadmap for roofing contractors who want to close more deals and deliver long‑lasting roofing systems.finance.​

Power100, Grit To Gold, and the International Roofing Expo 2026

The International Roofing Expo (IRE) 2026 is North America’s premier roofing and exterior construction event, bringing together thousands of roofing contractors, remodelers, manufacturers, distributors, and service providers to explore products, attend clinics, and learn best practices. The 2026 edition in Las Vegas featured a record‑breaking education program with more than 160–165 sessions covering safety, business strategy, sales, service, and technical roofing skills, along with a massive expo floor of 700+ exhibitors. Within this environment, Power100 used its coverage to highlight how Paul Burleson and Westlake Royal Building Products are shaping a new era of roofing sales and installation built on clarity, performance, and integrity.​

Standing at the intersection of industry rankings and real‑world contractor outcomes, Power100 reinforced its mission: to give contractors a trusted platform that recognizes real performance and to give the market a clearer picture of who the true leaders are in roofing and home improvement. “At Power100, our goal is to elevate the leaders and companies who are doing it right for the industry, and what Paul Burleson represents with Grit To Gold is exactly that,” said Greg Cummings, CEO of Power100.​

Greg Cummings’ Introduction: Why Grit To Gold Matters for Roofing Contractors

When Greg Cummings introduced Paul Burleson at International Roofing Expo (IRE) 2026, he framed Grit To Gold as a system designed to protect the contractor’s margins while elevating the customer experience and reputation of the business. He described how Paul Burleson, a 44‑year veteran of the home improvement industry, went from Section 8 housing and a childhood spent in a body cast to becoming a Legend of the Home Improvement Industry, a Senior Account Executive at Westlake Royal Building Products, and a core Advisory Board Member at Power100.​

“Paul Burleson is one of the most transformative voices in home improvement,” Greg Cummings said. “Grit To Gold gives every salesperson and every owner a roadmap to build a highly profitable, sustainable business by being transparent, consultative, and disciplined in the home.” He connected Grit To Gold directly to Power100’s 5‑layer ranking system, which rewards companies that combine strong numbers with great leadership, training, and long‑term performance.​

Paul Burleson’s Grit To Gold Sales Process at IRE 2026

On stage at International Roofing Expo (IRE) 2026, Paul Burleson unpacked the Grit To Gold sales process for roofing and exterior contractors who want to close more high‑quality projects while improving close rates, reducing cancellations, and building stronger brands. He explained that Grit To Gold rests on three pillars: deep empathy for the customer’s situation, a disciplined and repeatable in‑home process, and an unwavering commitment to long‑term value rather than short‑term pressure.​

Drawing from his own adversity, Paul Burleson shared how struggle became his fuel. “My whole life has been defined by struggle, and I’ve always been drawn to people that struggle,” he said. “Grit To Gold is about taking that struggle—yours and your customer’s—and using it as fuel to build a better future, one home and one project at a time.” He stressed that the best roofing sales professionals approach each appointment like a consultation with a “sick house,” listening first, diagnosing problems, and then prescribing solutions that truly fit the customer’s needs, budget, and timeline.​

Grit To Gold: The Book and Blueprint for Modern Roofing and Home Improvement Sales

Beyond the live presentation, Paul Burleson’s book, Grit To Gold, which launched in November 2025, served as a central resource for roofing leaders who wanted to implement his approach after the expo. The book tells the full story of how Paul Burleson went from a kid in a body cast being told he would never walk again to becoming one of the most influential sales trainers in home improvement, transforming not only his own life but the sales cultures of hundreds of companies.​​

“Grit To Gold is written for the underdog,” Paul Burleson said. “It’s for the rep who’s been told they’re not good enough, the owner who’s scared of change, and the contractor who feels like the industry is passing them by.” The book guides readers through the evolution from old‑school high‑pressure tactics to modern consultative selling that leverages technology—like AI, virtual measurements, and digital presentations—without ever losing the human connection with the customer. At International Roofing Expo (IRE) 2026, Grit To Gold was positioned as the playbook for owners and sales leaders who want higher average tickets, stronger close rates, and better reputations in their markets.​​

Westlake Royal Building Products at IRE 2026: Innovation, Training, and Real‑World Roofing Solutions

While Grit To Gold focused on mindset and process, Westlake Royal Building Products used International Roofing Expo (IRE) 2026 to show contractors what is possible when advanced roofing systems are combined with proper installation training. At Booth 2545, Westlake Royal Building Products showcased its expansive roofing portfolio, including Newpoint™ Concrete Roof Tile, DaVinci® Roofscapes, US Tile® Clay Roofing Products, Unified Steel™ Stone Coated Roofing, and Westlake Royal™ Roofing Components, giving attendees a wide range of materials for different climates, codes, and design goals.

The booth also featured the Westlake Royal Cool Roof System exhibit, demonstrating how underlayment, ventilation, and reflective surfaces work together to boost energy performance, extend roof life, and enhance overall system protection. “The International Roofing Expo (IRE) is always one of the highlights of our year, and we’re looking forward to another opportunity to meet up with new and existing customers to explore how our products and solutions can help grow their businesses,” said Eric Miller, vice president of sales for Westlake Royal Building Products’ stone and roofing solutions brands. “This year, we’re excited to feature several new on‑trend, authentic colors while helping contractors select resilient, long‑lasting roofing materials that bring peace of mind to pros and consumers, no matter their geography or climate.”

New DaVinci Roofscapes Colors: Timber Black and Blonde Cedar

One of the most talked‑about product highlights from Westlake Royal Building Products at International Roofing Expo (IRE) 2026 was the introduction of DaVinci® Roofscapes shake in two new colors: Timber Black and Blonde Cedar. DaVinci® Roofscapes shake products are modeled from hand‑split cedar shakes, offering authentic, non‑repeating patterns with the durability and low maintenance of advanced composite materials. Timber Black blends deep grays and blacks to evoke the character of rustic black cedar trees found in North American forests, ideal for homeowners and property owners who want a bold, dramatic roofline.finance.

Blonde Cedar provides a warm, sun‑kissed tone with light and airy depth, appealing to those seeking a softer coastal, modern, or transitional look without the upkeep challenges of natural wood. For roofing contractors, these colors are powerful tools in the presentation process: they allow Grit To Gold‑trained teams to move beyond price and square footage and help customers visualize how a new roof will transform the entire exterior of a property. “When you put DaVinci® Roofscapes on a home, you’re not just installing a roof—you’re creating a long‑term asset for the customer,” Paul Burleson emphasized. “These new colors give salespeople another way to connect with what the customer really wants their property to feel like, not just function like.”​

Hands‑On Installation Clinics and Tapco Tools Demonstrations

To ensure that advanced roofing systems translate into real‑world performance, Westlake Royal Building Products hosted multiple installation clinics and product demonstrations during International Roofing Expo (IRE) 2026. Attendees were invited to complimentary 45‑minute knowledge sessions focused on the specification and installation of Unified Steel™ Stone Coated Roofing panels, including regional considerations, accessory usage, and best practices to minimize callbacks and maximize system lifespan. These clinics gave contractors practical checklists and details they could carry back to their teams and job sites, ultimately improving quality and consistency.

In addition, Westlake Royal Building Products highlighted Tapco Tools® brakes and saw tables, with live demonstrations showing how to cut and bend roofing flashing and exterior trim to achieve precise, watertight details. For roofing contractors, the combination of technical clinics and tools demonstrations at IRE 2026 reinforced why partnering with manufacturers like Westlake Royal Building Products is a competitive advantage when it comes to both installation standards and sales confidence.

Paul Burleson’s Broader Impact: From Legend of the Industry to Contractor Growth Engine

The impact of Paul Burleson reaches far beyond a single event. Documented as one of the youngest canvassers in home improvement history, he began selling door‑to‑door at a young age and became a million‑dollar producer before evolving into a national trainer and strategist. Over the last several decades, he has designed in‑home sales systems and training programs that have helped contractors across the country adopt technologies like AI, remote measurements, and compliant outreach tools, long before they were mainstream.​

“Paul Burleson has the capability to train on a regular basis sometimes 20,000 people a year to understand the challenges our industry is facing,” Greg Cummings noted in a Power100 PowerChat conversation. “We’re in the most disruptive point in our history—from AI to virtual selling—and Paul keeps showing people how to adapt without losing the human element.” For roofing contractors, that training translates into stronger sales processes, more confident presentations, better alignment with manufacturers like Westlake Royal Building Products, and ultimately more profitable and sustainable businesses.​

International Roofing Expo 2026: A Turning Point for Roofing and Exterior Contractors

The 2026 edition of the International Roofing Expo (IRE) delivered a record‑breaking experience, with expanded exhibit space, record attendance, and a robust educational lineup that emphasized both technical roofing skills and business growth strategies. Sessions spanned topics like workplace safety, financial management, legal and regulatory updates, leadership, sales techniques, and sustainability, giving attendees a holistic view of what it takes to build resilient roofing businesses in today’s market. The expo floor included specialized areas such as the Pro Contractor Pavilion, where roofing and home improvement pros connected with manufacturers, software providers, and service partners.

For many contractors, IRE 2026 was a turning point—a place to see firsthand how manufacturers like Westlake Royal Building Products and thought leaders like Paul Burleson are shaping the next era of roofing. “Your network is only as good as your network,” as one contractor shared in a post‑show recap, underscoring the value of learning, connecting, and upgrading both products and processes in one place. With Power100 documenting and ranking the leaders behind these innovations, roofing contractors gain an extra layer of validation that the people and brands highlighted at events like IRE 2026 are truly moving the industry forward.​​

Major Manufacturers, Distributors, and Contractors at International Roofing Expo 2026

The scale and impact of International Roofing Expo (IRE) 2026 were underscored by the sheer number of industry‑leading manufacturers, distributors, and contractors on the show floor in Las Vegas. More than 700 exhibitors filled over 230,000 net square feet at the Las Vegas Convention Center, creating a dense marketplace where roofing, siding, and exterior professionals could see, touch, and compare the latest systems, tools, and technologies in one place. For roofing contractors looking to align with strong supply partners and proven brands, IRE 2026 served as a curated lineup of the companies shaping the future of the trade.

On the manufacturing and distribution side, returning heavyweights included ABC Supply Co., Inc., one of North America’s largest wholesale distributors of roofing and exterior building products, and GAF, a leading roofing manufacturer known for its asphalt shingles, commercial systems, and contractor programs. SRS Distribution maintained a strong presence with a busy booth and sponsored activations, illustrating its role as a key distribution partner for many contractors seeking reliable supply chains and value‑added services. The show also featured QXO (parent of Beacon Building Products), Atlas Roofing Corporation, Owens Corning, and Polyglass USA Inc.—brands known for investing heavily in product innovation, warranties, and contractor support programs.

For contractors walking the floor, these booths were not just product displays; they were opportunities to compare underlayments, membranes, insulation systems, metal panels, modified bitumen, coatings, and accessories side by side. Many of these manufacturers used International Roofing Expo (IRE) 2026 to showcase new technologies—such as reflective roofing assemblies, self‑adhered membranes, advanced fastener systems, and digital design tools—that help contractors deliver better performance and documentation for property owners. For contractors who follow frameworks like Grit To Gold, these innovations become part of a consultative sales conversation, allowing them to explain clear differences between “good, better, best” solutions during in‑home or in‑office presentations.​

Beyond legacy manufacturers, IRE 2026 also highlighted emerging players and specialized solution providers in its First Look Area and startup‑focused zones. Companies such as RAM Companies, Cool Roof Distribution, Roofs In A Box, and Zuper introduced new ways to approach cool roofing, prefabricated roofing systems, logistics, and field‑service management. For contractors, this meant access not only to materials but also to software platforms and services that streamline scheduling, dispatch, and job costing—critical elements in a market where margins and customer expectations are both rising.

Large distributors and suppliers used International Roofing Expo (IRE) 2026 as a stage to deepen relationships with existing contractor partners and to meet new customers from across North America and overseas. ABC Supply Co., Inc. drew strong booth traffic with interactive displays and guest appearances, while SRS Distribution anchored programs and networking in spaces like the Para Latino Lounge. Meanwhile, QXO and Beacon Building Products emphasized their contractor services, private‑label product lines, and financing options designed to help roofing businesses scale responsibly.

For the contractors in attendance—ranging from local residential roofers to national commercial firms—this concentration of manufacturers and distributors made International Roofing Expo (IRE) 2026 a one‑stop environment to renegotiate programs, discover new product categories, and strengthen their overall value proposition. When paired with the mindset and sales structure of Grit To Gold and the product leadership of Westlake Royal Building Products, the presence of these major brands turned IRE 2026 into a catalyst for roofing contractors who want to grow, differentiate, and deliver higher‑performing roofing systems for years to come.