Shelter from the Rain

Even with a recession, $13.6 billion worth of residential roofing products shipped last year, and with a heavy snow fall on the East coast this past winter, that number is expected to increase in 2010. Aesthetics are a factor in residential roofing, but to a greater extent tax incentives are suspected in leading a charge toward energy-efficient roofing. In the mind of the consumer though, value is the key word as they are reluctant to pay premium prices for roofing.

Consumers are traditionally apathetic when it comes to roofs, but are starting to take a bigger interest in it. Eighty-five percent of the market is covered with asphalt shingles, making it a pretty easy sell for a contractor to just reroof with another asphalt roof. With the average asphalt shingle roof being replaced every seven to 10 years and people living in a house longer, homeowners will replace their roof two or three times.

Homeowners are becoming more aware of the fact that the roof is sort of a fifth wall of the house and it can have a tremendous positive effect on the aesthetic of the house and the value of the home for long term. As they become aware of more affordable products and take the time to look at the value of different products, they realize they can have the premium look at a lower price.

“I think everybody is much more price/value sensitive, but they’re becoming more educated in regard to product lifecycle and performance,” says Ray Rosewall, president and CEO of DaVinci Roofscapes. “In areas where severe weather is more pronounced, some homeowners have had to replace their roof several times in a five to seven year period. They’re looking for something that is going to stand up longer. Even with insurance, they like the fact that they can avoid the hassle and the potential additional damage done when a roof is damaged during a severe weather event.”

Remodeling tools

Roofing product manufacturers know that they need to educate the public about their products. Homeowners are less concerned about what is going on with their roof than other parts of a typical remodeling project. To help get this word out, manufacturers are arming remodelers with training, certification and information to help sell their products and make remodelers money.

“A remodeler should make sure they’re up-to-date on best practices and new trends in the market, as well as understand their cost and what the homeowners are looking for,” explains Gary Urbanski, national sales and marketing manager for Trimline Building Products. “Homeowners want service and their cost driven needs are transitioning to value driven needs.”

Not all roofing products are created the same. There are some quality differences between products and manufacturers. Remodelers, like homeowners should take the time to research the products and not buy on price alone. It is also important to look at installation instructions and what videos, blogs or Q&A items might be available to understand the product itself and see what is said about that category. Recommending a product to a client will reflect on the product as well as the remodeler, so it’s important for a remodeler to know what value the products they’re selling have built into them.

It is also wise to look at any credential programs that a manufacturer might offer. Investigate three or four different programs and see what value they have. Getting those credentials can have added value by allowing remodelers to offer extended warranties to the homeowner and set them apart from other remodelers. It’s also important since many roofing products manufacturers tell homeowners to only hire professional, licensed and insured remodelers with local roots in case any problems occur within a year.

Consumer wants