What Homeowners Want From Their Roofs

Thursday, February 23rd 2012


Your roof is your home’s largest investment, which could explain why homeowners have some pretty specific roofing expectations. In the 2011 DaVinci Roofscapes’ Homeowners Exterior Preferences Study, more than 1,000 homeowners overwhelming indicated that durability and longevity were the two key aspects that will influence the type of roof they purchase for their homes in the future.

Results of the nationwide consumer study, conducted by Harris Interactive©, show that 88 percent of the respondents indicate that the durability of a roofing product will have “a lot of influence” on the product they select when it comes time to purchase a new roof.

“Extreme weather events have increased in frequency and severity in the past decade and that has changed the way people think about their roofs,” says Ray Rosewall, CEO and president of DaVinci Roofscapes. “It used to be that if you lived in the southern states, winter weather was mild. Now those same states routinely experience the damaging winds and hail that were only seen in the warmer months in the past.

“These weather events are increasing in frequency and severity and are now occurring in almost every state. With the dramatic weather changes we’ve experienced recently it’s no wonder homeowners name durability as their number one influencer when considering the purchase of a new roof.”

When do homeowners plan to replace their roofs and what influences that decision? In the same study, 65 percent of homeowners indicated they would be prompted to replace their roof if it became damaged from severe weather. Another 23 percent reported that their current roof is old and will soon need to be replaced, with an additional 13 percent indicating that their roof is near the end of its warranty and needs to be replaced.

Top 10 Influencers


Homeowners ranked the following factors as having “a lot of influence” in the decision-making process for the type of new roof to purchase:

88 percent – Durability
83 percent – Longevity/Built to Last
72 percent – Low/No Maintenance
71 percent – Resistant to Severe Weather
69 percent – Has a Warranty
57 percent – Fire Resistancy
55 percent – Material Roof is Made Out of
50 percent – Price
41 percent – Colors Available
24 percent – Complements the Neighborhood Setting

“Everyone is cost conscious but it’s interesting to see that homeowners are putting more value on the inherent quality and durability of the alternatives when looking at the cost of a new roof,” says Rosewall. “We believe this truly reflects the thought process of the homeowner that a roof is an investment in their home, and as such, they will get more value from a quality roof versus a lower cost bargain-basement priced roof.

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