DaVinci studies exterior product drivers

A study sponsored by DaVinci Roofscapes suggested that durability and longevity are top priorities in roof purchases, while color is an important factor considered by homeowners when replacing exterior building products.

The nationwide study of homeowners ages 40 and older with household incomes of $150,000 or more and who own a single-family home valued at $400,000 or more, found that homeowners are eager to select durable exterior products for the home that complement their personalities and that color is important to them when deciding to replace those exterior features.

Conducted by Harris Interactive between Nov. 22 and Dec. 13, 2011, the study established a benchmark for monitoring homeowners’ color attitudes and product opinions related to the exterior of the home.

When considering a new roof purchase, homeowners are far more interested in purchasing a roof that lasts than cutting corners by purchasing a low-cost product.

Durability was identified as the No. 1 factor when determining which new roof to purchase, followed closely by longevity. Key factors that received the most mentions as having “a lot” of influence in the decision on what type of roof to purchase include:

• Durability (88%)
• Longevity (83%)
• Low/no maintenance (72%)
• Resistance to weather (71%)
• Has a warranty (69%)
• Fire resistancy (57%)
• Material the roof is made of (55%)
• Price (50%)

Some of the other key findings of the survey include:

• A vast majority of homeowners (88%) across all regions of the country see the exterior of their homes as one entity and not a sum of its separate components.
• Color preference for exterior features on the home is driven mostly by homeowners’ individual sense of style (45%) and their desire to blend in with their surroundings (42%).
• One-third of surveyed homeowners (32%) indicated that they are restricted on the color palettes they are allowed to use on exterior features of their homes, usually by a homeowner association or by historical area requirements.
• Curb appeal is considered extremely/very important to higher-end homeowners, particularly those in the Northeast where one-third mentioned curb appeal as being “extremely important” to them.

“We were especially interested to learn what role color plays in the homeowner’s mind when planning for major home improvement projects,” said Ray Rosewall, CEO and president of DaVinci Roofscapes. “What we discovered is that color does play an important role when deciding to replace exterior features. In addition, color availability from manufacturers for different exterior features plays a role in what brand a homeowner will purchase.”