Study Indicates Curb Appeal of High Importance to Homeowners

KANSAS CITY, KAN. - How important is curb appeal to homeowners? More than three-quarters of U.S. homeowners* (78 percent) report that their home's curb appeal is either "extremely" or "very" important to them.

According to the 2011 DaVinci Roofscapes' Homeowners Exterior Preferences Study conducted online by Harris Interactive©, 61 percent of homeowners say that when house hunting or designing their home, the most attention-grabbing exterior feature was the style of the home, followed by how the house looked on the property (43 percent).

And, when it comes to adding curb appeal to a home, color counts. Fifty-nine percent of homeowners place a lot of emphasis on the role that color plays when they think about replacing major exterior home features. Color availability is so important to homeowners that a majority of them (54 percent) are influenced to buy a specific brand of product based on the color options available from that brand.

"This study shows us clearly that color influences homeowners' buying patterns and decision processes when it comes to exterior home features," says Kate Smith, chief color maven and president of Sensational Color. "People want their home to be appealing from the street and they're looking for colorful key products — such as the roof, door, trim, siding and windows — that will help them create the impression they wish to convey on their home."

While color is important to homeowners, don't expect pink, orange or purple houses to pop up in neighborhoods anytime soon. According to the study, homeowners prefer neutral colors for their home's exteriors.

"The majority of homeowners (67 percent) prefer earthy, calm colors such as beige, tan, white, gray or brown as the dominant color on their home's exteriors," says Smith. "You'll find these colors are very popular for sidings and in different combinations for roofs, while homeowners like to have 'bursts of color' on the outside of the home in smaller portions (such as on doors and trim) to add to the structure's curb appeal."

Smith, who has created the free online 30-page FRESH Home Exterior Colors guide, spends a good deal of her time advising homeowners, remodelers and builders on selecting the perfect colors for the exterior of the home.

"Enhancing homes with exterior colors is one of the hottest trends in the marketplace right now," says Smith, CMG, CfYH and a career color trend forecaster. "The downloadable step-by-step tutorial provides guidance and tips on understanding a home's exterior features and playing off of them with color accents to increase curb appeal."

The comprehensive and colorful online piece was a collaborative effort of Smith and several building product manufacturers, including DaVinci Roofscapes®, Simonton Windows®, Therma-Tru® and Fypon®. The free color guide is located on each company's web site, plus on the Sensational Color’s web site developed by Smith.

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 our website.


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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.

*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.

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 Harris Interactive.






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