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KANSAS CITY, KAN. – More than half of U.S. homeowners* (55 percent) expect to replace their roof five or more years from now. Those expecting to replace their roofs believe that unexpected severe weather that deeply damages their current roof will be the key reason for their roof replacement.
According to the 2011 DaVinci Roofscapes’ Homeowners Exterior Preferences Study conducted online by Harris Interactive©, 65 percent of homeowners who expect to replace their roof cited roof damage from severe weather as being the chief prompter for a future roof replacement. The fear of damaging storms far exceeded the thought process that an old roof would need to be replaced in the near future (23 percent) because its lifespan has expired, or a desire for a more energy efficient roof (12 percent).
“Severe weather events have increased in intensity and frequency over the last several years across the country, so it’s really no surprise that homeowners are concerned about how their current roofs will stand up to intense storms,” says Ray Rosewall, CEO and president of DaVinci Roofscapes®. “From wind-whipped wildfires that devastate entire communities in hours to unseasonable tornados that flatten towns in mere minutes, weather is a wild card when it comes to trying to protect your family.”
When it eventually becomes time to replace their roofs — either from storm-induced damage or old age — homeowners report that durability and longevity will have a lot of influence in determining the selection of their next roof.
“Homeowners may feel they’re ‘stuck’ with their current roofs, but many are doing research and envisioning their next roof,” says Rosewall. “Durability, longevity, low maintenance, resistance to severe weather, warranty, fire resistance and the roof material itself are the most important features for homeowners who have said they are expecting to replace their roofs. These are all product features seen as appealing by homeowners interested in making an investment in a roof.”
Another study finding indicates the primary factor influencing homeowner investment in a new roof (among those expecting to replace their roof) is durability/weatherability, with 78 percent nationwide having viewed this the top reason for making a new roof purchase.
“These study results reinforce what we see at DaVinci every day,” says Rosewall. “When homeowners are evaluating our synthetic slate and shake tile options, they ask questions about the durability of our products, how they stand up to severe storms, and the long-term warranty. We’re happy to educate homeowners on the benefits of polymer roofing products.
“DaVinci Roofscapes manufactures dependable roofing tiles that have passed a multitude of industry tests and are fire, wind and impact resistant. Once people learn about the benefits of our synthetic roofing system you can sense their acceptance. They get it. Smart homeowners understand that it’s worth investing in a roof that will look great and help protect the people and belongings on the inside of their home.”
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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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.
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.
*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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