Who is a Homeowner?
Respondents classified as homeowners were required to own their residence and have influence in the roofing decisions made. Homeowners report a median annual household income between $100,000 and $149,999.
All regions of the United States are evenly represented.
Homeowners n=126
36%
SHARE IN THE DECISION
when it comes to roofing choices
63%
ARE THE PRIMARY DECISION MAKERS
making roofing decisions
Finding a Contractor
Today’s homeowners are turning to digital methods to select their contractors. Baby Boomers and Millennials are more likely to use search engines than rely on word of mouth or recommendations.
%
0
%
0
%
0
%
0
SEARCH ENGINE
Total Homeowners n=126
Baby Boomer n=54
Generation X n=51
Millennial n=20
60% of contractors are using social media to advertise, when only 24% of homeowners say they use socials to find a roofing company.
HOMEOWNERS USING SOCIAL MEDIA*
%
0
%
0
%
0
%
0
CONTRACTORS USING SOCIAL MEDIA**
%
0
%
0
%
0
%
0
Total Homeowners n=126
* Silent (1925-1945) n=1
Baby Boomer (1946-1964) n=54
Generation X (1965-1980) n=51
Millennial (1981-1996) n=20 (small sample size)
Total Contractors n=200
Baby Boomer (1946-1964) n=40
Generation X (1965-1980) n=84
Millennial (1981-1996) n=75
** Generation Z (1997-2012) n=1
Online reviews are highly important to homeowners. Most contractors are featuring their own reviews from previous customers on their websites, however, it appears companies of smaller sizes are less likely to do so. Smaller contractor companies also report their company is less likely to have a website at all.
of contractors feature online reviews on their website
%
0
of homeowners say that online reviews are very/extremely important when choosing a contractor.
%
0
Homeowners n=126, Contractors n=200
Pricing Transparency
Over three-fourths of homeowners are more likely to call a contractor with pricing on their website, but a very low number of contractors currently feature pricing on their website.
Homeowners Likelihood to Call a Contractor With Pricing on Their Website...
%
0
%
0
%
0
%
0
More likely to call a roofing company or contractor who is transparent on pricing
Total Homeowners n=126
* Silent (1925-1945) n=1
Baby Boomer (1946-1964) n=54
Generation X (1965-1980) n=51
Millennial (1981-1996) n=20
(small sample size)
When debating between two roofing professionals, better communication emerges as the most important deciding factor to two-thirds of homeowners.
Communication Matters Most
n=126
0
%
BETTER Communication
0
%
ease of purchasing process
0
%
virtual online scheduling
Response Time
%
0
When it comes to initial contact to the actual inspection, homeowners think 1-2 days is a good response time, while 50% of contractors believe it should be same day.
Homeowners n=126, Contractors n=200
For lead time, homeowners expect one to two weeks between quote to roof repair/installation which fairly aligns with what contractors are currently offering.
Lead Time
Homeowners n=126, Contractors n=200
Referrals, followed by online reviews, are the most common ways homeowners measure the trust of a roofing contractor.
Measuring the Trust of a Contractor
0
%
referral
online reviews
0
%
0
%
online presence
0
%
ACTIVITY ON SOCIAL MEDIA
n=126
When paying for a new roof, homeowners prefer to use a credit card or check.
More than three-quarters of contractors indicate accepting these types of payment.
%
0
CREDIT CARD
%
0
CHECK
%
0
CASH
%
0
CHECK
%
0
CREDIT CARD
Credit card, check or financing? What do you accept?
Payments & Plans
Homeowners n=126, Contractors n=200
Service Agreement
Homeowners place low to moderate importance on roofing companies offering an annual service agreement to maintain their roofs.
Two-in-three contractors offer service agreements to their customers.
If they were to get one, they would be looking to spend between $100-$500 per year.
Homeowners n=126, Contractors n=200
Key Takeaways
Over 55% of Gen X and Millennials prefer to find their contractors via search engines.
0
%
of Millennials prefer to find their contractors via search engines.
Only
0
%
of contractors utilize Google ads.
0
%
of homeowners turn to social media platforms to find a contractor.
While
0
%
of contractors are investing in social media advertising.
0
%
of Millennial homeowners prefer transparent pricing on company’s website.
0
%
of Baby Boomer contractors offer transparent pricing
Only
Homeowners n=126, Contractors n=200
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IMAGE CREDITS:
Hero image: Midjourney (2024), "Roofing Contractor", Digital Image; Keychain icon: SirVectorr (iStock / Getty Images Plus); multiple graphic illustrations: Visual Generation (iStock / Getty Images Plus); Lead Time homeowner image: Hispanolistic (iStock / Getty Images Plus); Payment & Plans background image: Miljan Živković (iStock / Getty Images Plus)
REFERENCES:
myCLEARopinion Insights Hub. Roofing Contractor Roofing Report.
myCLEARopinion Insights Hub. Roofing Contractor Homeowner's Study.
myCLEARopinion Insights Hub. Roofing Contractor Report + Roofing Contractors Homeowner Study.
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