National Study Shows What Homeowners Really Want From Their Roofs

National Study Shows What Homeowners Really Want From Their Roofs

(StatePoint) Replacing your roof? Insights from a new nationwide survey may help you better understand the many facets involved in this important decision.

The “2021 Roof Purchasing Study” conducted by Signet Research Inc. for DaVinci Roofscapes, shows that consumers want durable roofs. Nearly 85% of those surveyed indicate that durability has a lot of influence in the type of roof they would purchase. Longevity of a roofing product was the second highest influencer, followed by resistance to severe weather.

Mother Nature Match-Up

Study results indicate that severe weather damage is the most likely event to prompt homeowners to replace their current roofs, followed by age of their existing roof. When it does become necessary to replace the roof, 32% of respondents indicate they are “very likely” or “likely” to consider a faux roofing product, such as composite slate or shake materials, which typically stands up to severe weather and is known for its longevity.

“Mother Nature pounds roofs on a regular basis,” says Mark Pagel, general manager of DaVinci Roofscapes. “Homeowners recognize that hail, high winds and severe weather can take their toll on roofs. They’re reacting by seeking out roofing materials that will stand up to strong weather conditions. While price is an important consideration, respondents of the survey are focused more on value. They’re interested in investing in durable roofing materials, like synthetic slate and shake tiles, which are guaranteed to hold up to severe weather conditions.”

Contractors are Influential

When it comes time to select a specific roofing brand, 61% of homeowners are looking for a quality product. To find that roofing brand, 57% are relying on their contractor for recommendations, which is more than they do on family and friends (35%), or even their own personal experiences with a brand (37%).

“Homeowners understand they may choose a new roof only once or twice in their lives,” says Pagel. “They also understand that contractors make these decisions many times a year for their projects. The research indicates homeowners respect and value the recommendation of contractors who work regularly with different building products.”

10-Year Comparison

A national survey sponsored by DaVinci Roofscapes in 2011 provides insights into changes in consumer attitudes toward their homes in the span of the last decade. In a comparison of the 2011 Color Study (conducted by Harris Research) and the 2021 Roof Purchasing Study, results show:

• A strong growth in homeowners valuing the curb appeal of their personal properties in the past decade (78% viewing it as “extremely” or “very important” in 2011 as compared to 88% with similar feelings in 2021).

• An increase in homeowners seeing their home exterior as a reflection of their personality (71% in 2011; 85% in 2021).

• While durability remains the biggest influencer of a roofing purchase, the second-most popular influencer has changed dramatically. In 2011, longevity was the second response. In 2021, that has changed to pricing, up from the number eight position 10 years ago.

• Severe weather damage remains the number one reason for replacing a roof. However, is 2011, 65% said severe weather would prompt a new roof purchase (with 9% reporting current roof damage from a weather-related event), compared to 57% in 2021 (with 32% reporting a currently damaged roof from severe weather).

• While 23% of homeowners reported replacing their roof due to old age in 2011, 44% (almost double) said old age was the reason to replace a roof in the 2021 study.

• Color preference has remained consistent. Black is still the most popular roof color, followed by gray, brown and beige/tan.

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Bottom line? A new roof can be a good, solid investment, especially when your roof is able to withstand the elements over the years and look great while doing it.

Photo Credit: Hendel Homes

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