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 $150,000 to $199,999.
All regions of the United States are evenly represented.
Homeowners n=127
35%
SHARE IN THE DECISION
when it comes to roofing choices
63%
ARE THE PRIMARY DECISION MAKERS
making roofing decisions
Finding a Contractor
While today's homeowners prioritize search engines in their search for a roofing contractor, word-of-mouth or recommendations still weigh heavily in their decision.
%
0
%
0
%
0
%
0
SEARCH ENGINE
Total Homeowners n=127
Baby Boomer n=54
Generation X n=61
Millennial n=12 (small sample size)
70% of contractors are using social media to advertise, when only 25% 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=127
Baby Boomer (1946-1964) n=54
Generation X (1965-1980) n=61
Millennial (1981-1996) n=27 (small sample size)
Total Contractors n=199
Baby Boomer (1946-1964) n=16
(small sample size)
Generation X (1965-1980) n=80
Millennial (1981-1996) n=100
* Generation Z (1997-2012) n=3
Online reviews are highly important to homeowners. Most contractors are featuring their own reviews from previous customers on their websites. Smaller contractor companies 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=127, Contractors n=182
Pricing Transparency
Nearly two-thirds 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=127
Baby Boomer (1946-1964) n=54
Generation X (1965-1980) n=61
Millennial (1981-1996) n=12
(small sample size)
Response Time
%
0
When it comes to initial contact to the actual inspection, homeowners think 1-2 days is a good response time, while 45% of contractors believe it should be same day.
Homeowners n=127, Contractors n=199
For lead time, most homeowners expect roofing work to start within 3 to 13 days of accepting a quote; a timeline which contractors report typically meeting or even beginning quicker.
Lead Time
Homeowners n=127, Contractors n=199
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=127, Contractors n=199
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=127, Contractors n=199
Key Takeaways
Over 50% 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 Gen X contractors offer transparent pricing
Only
Homeowners n=127, Contractors n=199
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IMAGE CREDITS:
Hero image of couple embracing: Viktoriia Hnatiuk (iStock / Getty Image Plus); 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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