Foam-It-Right

How to Outsell Chuck-in-a-Truck Without Dropping Your Price

In this episode of Foam-It-Right, Frank Mortl III is joined by Candace Lord, The Green Cocoon, and Brandon Yocum, The Goley Companies, to discuss the toughest competitor in the SPF market: the uncertified "Chuck-in-a-Truck." We go beyond the frustration of being underbid to dive into the technical building science and professional credentials—such as the SPFA Professional Certification Program (PCP)—that help elite contractors win on value rather than price. From horror stories of failed installs to the best survival tips for local market dominance, this is a masterclass in industry professionalism.   Episode Highlights: [01:45] Scope vs. Price: What’s actually missing from that cheaper quote? [07:10] The Pivot: Moving the customer conversation from price to performance. [14:40] Tips for dominating your local market.   Resources & Links: SPFA Contractor Membership Information: https://www.sprayfoam.org/spfa-contractor-membership/ [https://www.sprayfoam.org/spfa-contractor-membership/] SPFA Professional Certification Program: https://foamitright.org/ [https://foamitright.org/]

Truth About HFOs vs. PFAS and Navigating Florida Roofing Legislation

Legislative rules dictate exactly how you spray, what you pay, and how you protect your business. In this episode of Foam-It-Right®, host Frank Mortl III dives into two of the most significant regulatory challenges facing the SPF industry today: shifting roofing policies in Florida and the scientific "mislabeling” of modern blowing agents. Special guests Mary Bogdan, R&D Fellow at Solstice Advanced Materials and Vice Chair of the Government Affairs Committee, and Will Lorenz, President of General Coatings Manufacturing Corp. and Chair of the SPFA Government Affairs Committee, provide a masterclass on navigating these high-stakes policy changes. They break down why a "one-size-fits-all" definition for chemicals and roofing types is a massive liability for contractors—and what you can do to stop it.   Episode Highlights: [00:04:13] The Florida Roofing Crisis: How broad legislative language is forcing 15-year tear-offs on low-slope roofs, defeating the sustainability benefits of SPF. [00:10:00] Defining PFAS: Mary Bogdan explains the difference between legacy "forever chemicals" and the modern HFOs used in spray foam. [00:23:15] Looking Ahead: Mid-term election expectations and the long-term re-evaluation of industry chemicals.   Resources & Links: * SPFA Contractor Membership Information: https://www.sprayfoam.org/spfa-contractor-membership/ [https://www.sprayfoam.org/spfa-contractor-membership/] * SPFA Advocacy Network: https://www.sprayfoam.org/advocacy/ [https://www.sprayfoam.org/advocacy/] * PFAS and SPF: https://www.sprayfoam.org/pfas-and-spf/ [https://www.sprayfoam.org/pfas-and-spf/]    Foam-It-Right® is produced by Association Briefings [https://associationbriefings.com/]

Tariffs, Taxes, and Maximizing Tax Breaks for SPF Contractors

In this episode of Foam-It-Right®, hosts Eddie Canales and Frank Mortl III sit down with Craig Brightup, CEO of The Brightup Group LLC, a government relations consulting firm in Washington, DC, to decode the massive legislative shifts affecting your rig and your bottom line. We dive into the Supreme Court’s landmark ruling on IEEPA-based tariffs, the rollout of the "One Big Beautiful Bill" (OBBB) Act, and what the 2026 political landscape means for the future of spray foam. Episode Highlights: * [05:30] Supreme Court Update: The death of IEEPA tariffs and the quest for refunds * [15:45] The OBBB Act: Section 199A, 168K, and 179 explained for contractors * [35:10] Election Watch: Predicting the balance of power in November 2026 Resources & Links * SPFA Contractor Membership Information: https://www.sprayfoam.org/spfa-contractor-membership/ [https://www.sprayfoam.org/spfa-contractor-membership/] * SPFA Advocacy Network: https://www.sprayfoam.org/advocacy/ [https://www.sprayfoam.org/advocacy/] * IRS Qualified business income deduction: https://www.irs.gov/newsroom/qualified-business-income-deduction [https://www.irs.gov/newsroom/qualified-business-income-deduction] * 2026 Section 179 Deduction: Complete Guide & Limits: https://www.section179.org/section_179_deduction/ [https://www.section179.org/section_179_deduction/]   Foam-It-Right® is produced by Association Briefings [https://associationbriefings.com/]

If It's Not Documented, It Didn't Happen: Mastering SPF Jobsite Documentation

Is your paperwork a chore or your best insurance policy? In this episode of Foam-It-Right®, hosts Frank Mortl III and Eddie Canales dive into the high-stakes world of jobsite documentation. We're not just about filling out forms; we’re about protecting your profit and professional reputation in an industry where getting it right is everything. Special guests Robert Naini from Spray Foam Advisor and Jason Hoerter, SPFA Director of Technical Services, share practical insights on how documentation and checklists support successful projects. They break down why consistent logging—from environmental conditions to equipment settings—is the difference between a defensible project and a massive liability.   Episode Highlights: * [02:34] New SPFA Resources: A look at the updated Tech Tips, technical documents, and the Member Plus app designed for field use. * [06:34] Texas A&M Hailstorm Report: Evidence-based results on how spray foam roofing stands up to extreme weather. * [16:00] Why Documentation is Essential: Why a paper trail is actually a profit trail. Resources & Links * RICOWI Reports: https://www.ricowi.com/reports [https://www.ricowi.com/reports] * Spray Foam Advisor: https://www.sprayfoamadvisor.com/ [https://www.sprayfoamadvisor.com/] * SPFA SprayFoam 2026 Convention & Expo: https://sprayfoamshow.org/ [https://sprayfoamshow.org/] * SPFA Contractor Membership Information: https://www.sprayfoam.org/spfa-contractor-membership/ [https://www.sprayfoam.org/spfa-contractor-membership/]   Foam-It-Right® is produced by Association Briefings [https://associationbriefings.com/]

What’s New, What’s Next: A Look Ahead at the SprayFoam 2026 Convention & Expo

In the inaugural episode of Foam-It-Right®, hosts Frank Mortl III, CAE, and Eddie Canales of the Spray Polyurethane Foam Alliance kick things off with a preview of the SprayFoam 2026 Convention & Expo, taking place March 22–25 in Las Vegas. Joined by Gary Harvey, President and CEO of Wedge Roofing, and Lisa Smith, SPFA’s Director of Member Engagement, the conversation explores why this year’s event matters for the industry and how attendees can make the most of their time on-site. From networking and relationship-building to education, certification opportunities, and practical tips for saving money, this episode breaks down what to expect—and why the convention is designed to deliver both serious learning and a little fun along the way.   Show Notes Gary Harvey is President and CEO of Wedge Roofing [https://www.wedgeroofing.com/] in Marin County, CA, and serves as treasurer of the SPFA Board of Directors. Wedge Roofing was one of the first contractors in California to specialize in spray foam systems, long before they became industry standard. Under Harvey’s guidance, we became the first company in the U.S. to earn SPFA’s highest-level credentials for both project managers and installers. Today, he helps shape national best practices through his role on the Spray Polyurethane Foam Alliance Executive Board.    The SprayFoam 2026 Convention & Expo will take place March 22-25 in Las Vegas. For more information about the convention, including registration, visit sprayfoamshow.org [http://sprayfoamshow.org/].   The Spray Polyurethane Foam Alliance (SPFA) is the leading U.S. trade association for the spray polyurethane foam industry, representing contractors, manufacturers, distributors, and related professionals across all 50 states. Founded in 1973 and based in Virginia, SPFA supports the health and growth of the SPF industry by providing technical resources, professional certification programs, educational events, advocacy on federal and state issues, and networking opportunities. The alliance also publishes industry-focused content and hosts the annual SprayFoam Convention & Expo, bringing together industry leaders for learning, collaboration, and innovation. For more information about SPFA, visit sprayfoam.org [https://www.sprayfoam.org/].  For more information about joining SPFA and its membership benefits, visit sprayfoam.org/spfa-membership-benefits [https://www.sprayfoam.org/spfa-membership-benefits/].   Foam-It-Right® is produced by Association Briefings [https://associationbriefings.com/].