We Asked: What Do Homeowners Really Want From Their Roofs?
What do you REALLY want from your roof? To answer this question, DaVinci Roofscapes commissioned the “2021 Roof Purchasing Study” conducted by Signet Research Inc.
The nationwide homeowner study shows that consumers want roofs that are durable. 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. Do those features match up with what you want from a roof?
Why Get a New Roof?
Results of the study show that severe weather damage is the most likely event to prompt homeowners to replace their current roofs. After that, it’s the age of their existing roof.
When it does become necessary to replace the roof, 32% of respondents said they are “very likely” or “likely” to consider a faux roofing product. This might be a product like DaVinci’s composite slate or shake materials. Why? Because they typically stand up to severe weather. In addition, they’re known for having long lives.
“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 on a regular basis.
“Above all, while price is an important consideration, respondents of the survey are focused more on value. They’re interested in investing in durable roofing materials. Products like synthetic slate and shake tiles, which are guaranteed to hold up to severe weather conditions, are high on the list.”
Who Influences Purchases?
When it comes time to select a specific roofing brand, the study shows that homeowners are primarily looking for a quality product (61% of respondents). To find that roofing brand, they are relying on their contractor (57% of respondents) for recommendations. That’s more than they rely on family and friends (35% of respondents), or even their own personal experiences with a brand (37% of respondents).
“Homeowners understand they may choose a new roof only once or twice in their lives,” says Pagel. “They also understand 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.”
Comparison Over 10 Years
Back in 2011 DaVinci Roofscapes sponsored a different national survey. In a comparison of the 2011 Color Study (conducted by Harris Research) and the 2021 Roof Purchasing Study shows:
- 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. That’s a 10% increase.
- A 14% increase in homeowners seeing their home exterior as a reflection of their personality. In 2011, 71% agreed. Then in 2021, 85% agreed.
Roofing: 2011 Versus 2021
A review of both studies also shows some changes in roofing considerations by homeowners in the past decade:
- Durability remains the most sought-after influencer of a roofing purchase during the past decade. However, the second-most popular influencer has changed dramatically. In 2011, longevity was the second response. In 2021, that has changed to pricing. That’s up from the number 8 position 10 years ago.
- The number one reason for replacing a roof (severe weather damage) stayed the same over the past decade. However, percentages changed dramatically. In 2011, 65% said severe weather would prompt a new roof purchase. In comparison, in 2021, 57% said roof damage would make them buy a new roof.
- In 2011, 23% of homeowners reported replacing their roof due to old age. However, in 2021, 44% (almost double) said old age was the reason to replace a roof.
What About Color?
At DaVinci Roofscapes, we offer dozens of colors for our synthetic slate and shake products. People like having options.
Therefore, it came as a bit of a surprise to find out how homeowners feel about the color preferences for their roofs. Both in 2011 and again in 2021, black is the most popular roof color. This is followed by gray, grown and beige/tan.
Take a look back at our 2011 survey results. You may discover some interesting factors you can relate to regarding your own roofing preferences!