Could your jobsite also be your billboard? MFM Building Products has announced an Underlayment Co-Branding program to help customers gain better market visibility. The program includes MFM's self-adhering high-temperature roofing underlayments Wind & Water Seal and Ultra HT Wind & Water Seal. While the materials are exposed on the roof, passersby will see the MFM logo and product name, along with the remodeler's logo and contact information custom-printed on the material. Pricing for the underlayments varies, but customers will be happy to hear there is no premium materials pricing related to co-branding. Instead, marketing director Tony Reis says "there is a commitment needed from the customer," which includes the one-time cost of creating the printing die, as well as purchase of the materials in what MFM calls "very reasonable" quantities. The die can be customized with everything from logos to e-mail addresses, to lay lines for installation. Customized technical data sheets and special carton stickers are also included. As a co-branded program, MFM carries the product warranty and all product is shipped in MFM cartons.

MFM product marketing manager David Delcoma says only about one-third of customers that have taken advantage of the program were existing MFM customers, while the rest were new to the materials. Pros interested in co-branding can reach out to their local MFM distributors for more details and to discuss the possibility of testing the underlayments on a project before moving forward with a co-branding investment.

MFM Wind & Water Seal and Ultra HT Wind & Water Seal are self-adhering, polymer film surface underlayments laminated to a high-temperature adhesive system rate to 250F. Each product is designed for use under most roofing systems, including metal panels where high heat is generated. Each 2-square roll measures 36-inches wide and 67 feet long. MFM Wind & Water Seal is 40 mils thick, while Ultra HT is 45 mils. Ultra HT also recently received Miami-Dade County approval.

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