Home's Exterior Reflects Owner's Personality
KANSAS CITY,KAN.- According to the 2011 DaVinci Roofscapes' Homeowners Exterior Preferences Study, more than seven in ten homeowners* (71 percent) believe the outward appearance of their home reflects their personality. Those people who identify their personalities closest to their home's exterior live in the Midwest, while those with the least connection are residents of the Northeast.
Homeowners who closely align their home's exterior with their own personality cited a variety of reasons for the similarity, including:
- "It's bold and different like me."
- "Having personally designed my home I feel it reflects my likes and preferences."
- "I am a contemporary person; the house is contemporary."
- "It too is old, but really stylish."
- "It looks simple and unpretentious ... which is how I think of myself."
- "The exterior of my home is conservative in appearance, which is the same as my personality."
Homeowners also indicated in the study that the colors of their home's exterior match up and reflect their personalities, citing:
- "I am a traditionalist. I think the colors of my house are very traditional."
- "The (house) color and trim was chosen by me and is unique to my personality."
- "I have chosen colors (for my home's exterior) that are traditional and dramatic rather than the drab beige people consider safe."
"This part of the study tells us that a majority of homeowners see a relationship between their personalities and their home exteriors," says Ray Rosewall, CEO and president of DaVinci Roofscapes. "This helps us understand why roofing color options are important to homeowners. They see their home's exterior — including the colors on the exterior — as a positive reflection of who they are. This explains why we've seen soaring sales of personalized color configurations of our roofing products in the past several years and an overall increase in color blends by our customers. People are sharing their personality through their home's exterior!"
The nationwide consumer study, conducted online by Harris Interactive©, also indicates that homeowners in the Midwest are the most likely to feel connected to the outward appearance of their home (80 percent), followed by the South at 73 percent and the West at 71 percent. Homeowners in the Northeast feel the least amount of personality connection (65 percent) with their home's exterior.
"Homeowners in the study also indicated that when house hunting or designing their own homes, the most attention-grabbing feature of the exterior was the style of the home, followed by how the home looked on the property," says Rosewall. "We believe this information firmly links a homeowner's personality with a specific style home. As opposed to buying a house simply because it's a 'good deal' or in a good location, people seek out the style of home that most reflects how they view themselves and want others to see them."
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.
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 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.