#394 Michael Wagner on Disrupting Roofing with Nano-Ceramic Technology

Author

Charlie Cichetti
August 22, 2025

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Michael Wagner reveals how nano-ceramic coating technology can extend roof lifespans by decades while eliminating millions of shingles from landfills—plus the franchise strategy that’s scaling this green innovation nationwide.

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🌱BREAKING DOWN TRADITIONAL BUILDING

In this episode, Michael revolutionizes traditional roofing approaches:

[Key Insight #1] Nano-Ceramic Coating Eliminates Roof Replacement Waste

  • What's outdated: Asphalt shingles are petroleum-based products that take decades to decompose in landfills, with quality declining while prices skyrocket.

  • The innovation: Cerakade nano-ceramic coating creates a 6-millimeter protective barrier that extends roof life without tear-off and replacement.

  • Impact: Dramatically reduces landfill waste while providing homeowners a more cost-effective alternative to full roof replacement.

[Key Insight #2] Resin Technology Stops Granule Pollution at the Source

  • What's outdated: Traditional asphalt shingles shed ceramic granules that flow into gutters and water systems, creating environmental contamination.

  • The innovation: The nano-ceramic resin system adheres to shingles and prevents granule loss while providing wind, hail, and fire protection.

  • Impact: Protects water systems from granule pollution while offering homeowners enhanced durability and potential energy savings through heat dissipation.

[Key Insight #3] Target Housing Market Trends for Maximum Sustainability Impact

  • What's outdated: Rising housing costs force homeowners to maintain existing assets longer rather than relocate, but traditional roof replacement is expensive and wasteful.

  • The innovation: Focus on repair and restore over replace—extending roof life fits perfectly with homeowners’ need to invest in their current properties.

  • Impact: Recession-resistant business model that serves growing market demand while reducing construction waste on a massive scale.

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