National Study Shows What Homeowners Really Want From Their Roofs

LENEXA, Kan.– (BUSINESS WIRE)–A rural homeowner”Roof purchase study 2021” conducted by Signet Research Inc. for DaVinci Roofscapes, shows that consumers want roofs that are sustainable. Nearly 85 percent of those surveyed say sustainability has a significant impact on the type of roof they would buy. The longevity of a roofing product was the second biggest influencer, followed by severe weather resistance.

Mother Nature Match-Up

The results of the study indicate that severe weather damage is the most likely event to prompt homeowners to replace their current roofs, followed by the age of their existing roof. If a roof needs to be replaced, 32 percent of respondents say they are “very likely” or “probably” to consider a fake roof product, such as composite slate or rocking materials, which typically withstand severe weather and are known for their durability. lifespan.

“Mother Nature regularly slams on roofs,” says Mark Pagel, CEO of DaVinci Roofscapes. “Homeowners recognize that hail, high winds and severe weather can take their toll on roofs. They respond by looking for roofing materials that can regularly withstand strong weather conditions.

“While price is an important consideration, survey respondents are more focused on value. They want to invest in sustainable roofing materials, such as plastic slate and shaker tiles, that are guaranteed to withstand harsh weather conditions.”

Contractors #1 influencers

When it comes time to select a specific brand of roofing material, homeowners are primarily looking for a quality product (61 percent of respondents). To find that roofing brand, they rely more on their contractor (57 percent of respondents) for recommendations than on family and friends (35 percent of respondents), or even their own personal experiences with a brand (37% of respondents ).

“Homeowners understand that they can only opt for a new roof once or twice in their lives,” Pagel says. “They also understand that contractors make these decisions many times a year for their projects. The survey shows that homeowners respect and value the recommendation of contractors who regularly work with different construction products.”

10-year comparison

A national survey sponsored by DaVinci Roofscapes in 2011 provides insight into changes in some consumers’ attitudes toward their homes over the past decade. In a comparison of the Color study 2011 (conducted by Harris Research) and the Roof purchase study 2021, results show:

  • A strong growth in the number of homeowners who value the attractiveness of their personal properties in the past decade (78 percent considered it “extreme” or “very important” in 2011 compared to 88 percent with similar feelings in 2021 — an increase of 10 per cent ).

  • A 14 percent increase in homeowners who view the exterior of their home as a reflection of their personality (71 percent in 2011; 85 percent in 2021).

A review of both studies also shows some changes in homeowners’ roofing considerations over the past decade:

  • While sustainability has been the most sought after influencer of a roofing purchase over the past decade, the second most popular influencer has changed dramatically. In 2011, longevity was the second answer. In 2021, that has changed in pricing, up from the number eight position 10 years ago.

  • The number one reason for replacing a roof (heavy weather damage) has remained the same for the past decade. However, the percentages changed drastically. In 2011, 65 percent said severe weather would lead to the purchase of a new roof (nine percent of whom reported current roof damage due to a weather-related event), compared to 57 percent in 2021 (32 percent reported a currently damaged roof). roof due to severe weather).

  • While 23 percent of homeowners said they replaced their roof because of age in 2011, 44 percent (nearly double that) said age was the reason for replacing a roof in the 2021 survey.

One thing the study analysis showed consistency in the roof over the past decade — color preference. Black is still the most popular roof color, followed by grey, brown and beige/tan.

Study methodology

Both the 2011 and 2021 surveys surveyed 1,000 homeowners who were 40+ years old, with a household income of $150,000 or more, and who own a single-family home with a current market value of $400,000 or more. The surveys were divided geographically, with 250 respondents each from the Northeast, South, Midwest, and Western regions of the United States.

DaVinci Roofscapes, a Westlake company, is a leader in the composite roofing industry in the largest selection of colors, tile thickness and variety of tile widths. The company’s reliable products have a lifetime limited material warranty and are 100 percent recyclable. All DaVinci’s high-quality roofing and cladding products are proudly made in America. DaVinci Roofscapes’ experienced team members develop and manufacture industry-leading composite slate and shake roof and cladding systems with an authentic look and superior performance. For information call 1-800-328-4624 or visit

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