2012 Hurricane Season Weighs Heavy on Homeowner Minds


KANSAS CITY, KAN. - According to the 2011 DaVinci Roofscapes' Homeowners Exterior Preferences Study conducted online by Harris Interactive©, 65 percent of homeowners* who expect to replace their roofs in the future, believe that severe weather will be the primary reason for them to replace their existing roofs. With the start of the 2012 Hurricane Season on June 1st, that need could be just days away.

"We're forecasting a 60 percent chance of a tropical storm or hurricane making landfall during the 2012 Hurricane Season," says Jill Hasling, certified consulting meteorologist and president of the Weather Research Center in Houston. "Homeowners along the Gulf Coast from Louisiana to Key West, Florida and along the Georgia to North Carolina coast should be especially vigilant this year in preparing for storms since these are the geographic areas we believe will see the most activity."

For storm-weary coastal homeowners, the forecast from the Weather Research Center may be the incentive needed to replace their existing roofs before bad weather hits.

"The study results show that 97 percent of homeowners, who are expecting to replace their roof in the future, will be influenced in the purchase of their next roof by its ability to resist severe weather," says Ray Rosewall, CEO and president of DaVinci Roofscapes®. "Considering people have so much invested in their homes, smart homeowners will make the investment in a new roof before severe weather hits in order to protect not just the home, but all the possessions and memories inside the home.

"The study results also show that 78 percent of homeowners who are expecting to replace their roof in the future are looking for durability and weatherability when investing in a new roof, so my question is, why wait until a storm severely damages the home and its contents? If you believe your roof is vulnerable, then now is the time to replace it, before hurricane season gets in full swing and top-tier roofing contractors are overwhelmed with reroofing projects."

Rosewall recommends that homeowners — especially those living in hurricane-prone areas — take time to understand the weather conditions their roofs face and investigate the option of impact-resistant polymer roofing tiles to help protect their homes. "There are two different types of winds that affect roofs during severe weather," says Rosewall. "Straight line winds and pressurized winds can cause different damage — from uplifting the shingles off the roof to pushing intense wind-driven rain and flying debris onto the roof.

"Once air pressure moves through even a small opening in a roof and into the home during a hurricane, it can literally blow out the walls and windows of the house. It's vital for coastal area homeowners — especially those in potential hurricane areas — to have well-installed, solid roofs overhead to protect their homes and prized possessions."

Backed by a limited 50-year warranty, the virtually maintenance-free polymer roofing tiles from DaVinci are created to replicate slate and shake roof styles. Every DaVinci product has been extensively tested and achieved Class 4 ratings for impact resistance along with the Miami-Dade County Acceptance (High Velocity Hurricane Winds) showing that the roofing tiles can withstand hurricane-force winds. In addition, roofing tiles from DaVinci are rated Class A for fire retardance and have achieved the highest rating for straight line wind testing at 110 mph. DaVinci roofing tiles are also created to resist curling, cracking and fading, mold, algae, fungus and insects under normal conditions.

DaVinci Roofscapes has manufactured award-winning polymer slate and shake roofing since 1999. The roofing tiles are virtually maintenance free and far more cost effective than the natural product. DaVinci leads the industry in tile thickness, the tile width variety and the greatest selection of subtle earth-toned colors. Company products have a 50-year warranty and are 100 percent recyclable. DaVinci proudly makes its products in America and is a member of the National Association of Home Builders, the Cool Roof Rating Council and the U.S. Green Building Council. For additional information call 1-800-328-4624 or visit www.davinciroofscapes.com.
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Study Methodology

This 15-minute survey was conducted online within the U.S. by Harris Interactive on behalf of DaVinci Roofscapes among 1,005 U.S. homeowners age 40+ with household incomes of $150,000 or more and who own a single-family home of at least $400,000 in value in the South and Midwest, at least $500,000 in the Northeast and West (excluding California) and at least $700,000 in California between November 22 and December 13, 2011 (percentages for some questions are based on a subset, based on their responses to certain questions). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant and consumer package goods. Serving clients in over 215 countries and territories through its North American and European offices and a network of independent market research firms, Harris specializes in delivering research solutions that help its company — and its clients — stay ahead of what's next. For more information, visit www.harrisinteractive.com.

*For the purposes of this study, homeowners are defined as those age 40 or older with household incomes of $150,000 or more and who own a single-family home of at least $400,000 in value in the South and Midwest, at least $500,000 in the Northeast and West (excluding California) and at least $700,000 in California.



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