LENEXA, Kan. – A Rural Homeowner 2021 Roof Purchase Study conducted by Signet Research Inc. in front of DaVinci Roofscapes, shows that consumers want sustainable roofs. Nearly 85% of those surveyed indicate that sustainability has a significant impact on the type of roof they would buy. The longevity of a roofing product was the second biggest influencer, followed by severe weather resistance.
The results of the study indicate that severe weather damage is the most likely event to prompt homeowners to replace their current roofs, followed by the age of their existing roof. If it is necessary to replace the roof, 32% of respondents say they are “very likely” or “probably” to consider a fake roof product, such as composite slate or rocking materials, which typically withstand severe weather and are known for their durability. lifespan.
“Mother Nature regularly slams rooftops,” said Mark Pagel, general manager of DaVinci Roofscapes. “Homeowners recognize that hail, high winds and severe weather can take their toll on roofs. They respond by looking for roofing materials that can regularly withstand strong weather conditions. While price is an important consideration, survey respondents are more focused on value. They want to invest in sustainable roofing materials, such as plastic slate and shaker tiles, that are guaranteed to withstand harsh weather conditions.”
Influence of contractor
When it comes time to select a specific brand of roofing material, homeowners are primarily looking for a quality product (61% of respondents). To find that roofing brand, they rely more on their contractor (57% of respondents) for recommendations than on family and friends (35% of respondents), or even their own personal experiences with a brand (37% of respondents ).
“Homeowners understand that they can only opt for a new roof once or twice in their lives,” Pagel says. “They also understand that contractors make these decisions many times a year for their projects. The survey shows that homeowners respect and value the recommendation of contractors who regularly work with different construction products.”
A national survey sponsored by DaVinci Roofscapes in 2011 provides insight into changes in some consumers’ attitudes toward their homes over the past decade. In a comparison of the 2011 Color Study (conducted by Harris Research) and the 2021 Roof Purchasing Study, the results show:
- Strong growth in the number of homeowners who value the attractiveness of their personal properties over the past decade (78% considered it “extreme” or “very important” in 2011 compared to 88% with similar feelings in 2021 – a 10% increase) .
- A 14% increase in homeowners who see the exterior of their home as a reflection of their personality (71% in 2011; 85% in 2021).
- While sustainability has been the most sought after influencer of a roofing purchase over the past decade, the second most popular influencer has changed dramatically. In 2011, longevity was the second answer. In 2021, that has changed in pricing, up from the number eight position 10 years ago.
- The number one reason for replacing a roof (heavy weather damage) has remained the same for the past decade. However, the percentages changed drastically. In 2011, 65% said severe weather would lead to the purchase of a new roof (of which 9% report current roof damage due to a weather-related event), compared to 57% in 2021 (of which 32% report a currently damaged roof). roof due to severe weather).
- While 23% of homeowners said they replaced their roof because of age in 2011, 44% (nearly double that) said age was the reason for replacing a roof in the 2021 survey.
- Black is still the most popular roof color, followed by grey, brown and beige/tan.