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=124-127
97%
OWN A HOUSE
3% own a condominium or apartment
76%
HOMEOWNERS ARE MALE
24% are female
69%
ARE THE PRIMARY DECISION MAKERS
making roofing decisions
Finding a Contractor
Today’s homeowners are turning to digital methods to select their contractors.
Generationally, our study shows that search engine use is trending up with Gen X and Millennials versus word of mouth/recommendations.
%
0
%
0
%
0
%
0
SEARCH ENGINE
Total Homeowners n=127
Baby Boomer n=62
Generation X n=39
Millennial n=23
Over 60% of contractors are using social media to advertise, when only 22% 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 n=62
Generation X n=39
Millennial n=23
Total Contractors n=187
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=127, Contractors n=167
Pricing Transparency
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 n=62
Generation X n=39
Millennial n=23
Response Time
%
0
When it comes to initial contact to the actual inspection, both homeowners and contractors agree that 1-2 days is a good response time.
Homeowners n=127, Contractors n=187
For lead time, homeowners expect one to three weeks between quote to roof repair/installation which fairly aligns with what contractors are currently offering.
Lead Time
Homeowners n=127, Contractors n=187
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=187
Service Agreement
Homeowners place low to moderate importance on roofing companies offering an annual service agreement to maintain their roofs.
Three-in-five 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=187
Key Takeaways
Over 60% 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.
Only
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=101-127, Contractors n=187
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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)
REFERENCE:
Clear Seas Research. 2023 Roofing Contractor Homeowner & Contractor Study. Oct 2023.
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