New survey uncovers homeowner preferences for exterior features

Market research firm Harris Interactive has completed a comprehensive study on homeowner preferences for roofing and exterior home features.

January 26, 2012
survey, homeowners, preferences, exterior features, roofing, DaVinci

Market research firm Harris Interactive has completed a comprehensive study on homeowner preferences for roofing and exterior home features. Sponsored by DaVinci Roofscapes, the nationwide study found that homeowners select durable exterior products for the home that complement their personalities; the study also found that color is important when deciding to replace those exterior features.


Conducted between November 22 and December 13, 2011, the online survey was meant to establish a benchmark for monitoring homeowners’ color attitudes and product opinions related to the exterior of the home. Harris surveyed 1,005 homeowners age 40 and older with household incomes of $150,000 or more and who own a single-family home valued at $400,000 or more. The questions dealt with gaining insights into the overall exterior of the home along with specific information on the roof, windows, siding, doors, trim and garage doors.


Key findings include:

- A vast majority of homeowners (88 percent) 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 percent) and their desire to blend in with their surroundings (42 percent).

- One-third of surveyed homeowners (32 percent) indicate 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.


Part of the survey focused on roofing preferences. Results indicate that shades of black, gray and brown are currently the most popular colors of roofing products on homes. When considering a new roof purchase, homeowners are far more interested in a roof that lasts than cutting corners by purchasing a low-cost product.

Durability was identified as the number one 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 percent)

- Longevity (83 percent)

- Low/no maintenance (72 percent)

- Resistance to weather (71 percent)

- Has a warranty (69 percent)

- Fire resistancy (57 percent)

- Material the roof is made of (55 percent)

- Price (50 percent)


Another section included influencers that will encourage homeowners to purchase a new roof on an existing home. Not surprisingly, 65 percent of respondents indicated that they would replace their roof if it became damaged from severe weather. After that, significantly lower numbers of people said they would replace their roof soon because it is old and worn out (23 percent), the roof is near the end of its warranty (13 percent), they want a roof that’s more energy efficient (12 percent) and their current roof looks bad, is stained or discolored (11 percent).

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