Residential Selling: Consider Color, Contractors!

Mina Starsiak (left) and Karen E. Laine started their own company, Two Chicks and a Hammer, to tackle home restoration projects. The duo currently stars in the HGTV series “Good Bones.” Photo: Two Chicks and a Hammer.

Mina Starsiak (left) and Karen E. Laine started their own company, Two Chicks and a Hammer, to tackle home restoration projects. The duo currently stars in the HGTV series “Good Bones.” Photo: Two Chicks and a Hammer.

“You can be a more profitable, more well-liked contractor if you talk to your clients about color.”

Those are the words of Karen E. Laine, the mother half of the mother-daughter team who started second careers rehabbing houses in their neighborhood near downtown Indianapolis. Laine and her daughter, Mina Starsiak, discovered they had a passion for home restoration and started their own company named Two Chicks and a Hammer. Laine and Starsiak also currently star in the HGTV series “Good Bones,” which chronicles their projects repairing and rehabbing houses. They shared their insights on exterior design and the importance of roof color with Roofing.

Laine and Starsiak note that people have strong emotional connections to color. They often use color to express their personality in both the interior and the exterior of the house. Since the roof is such a prominent exterior component, figuring out how it plays into the home’s color palette is crucial.

Residential roofing contractors can set themselves apart from the competition if they can help homeowners find the right color combination for their home, notes Laine. “If a contactor can say, ‘I see you have a yellow house and a bright red door. I have some roof choices that will go well with that, and allow you to make changes over time,’ your clients are going to think you are a genius.”

Karen E. Laine and Mina Starsiak believe since the roof is such a prominent exterior component, figuring out how it plays into the home’s color palette is crucial. Their home in the Indianapolis area is shown here. Photo: Owens Corning.

Karen E. Laine and Mina Starsiak believe figuring out how the roof plays into the home’s color palette is crucial. Their home in the Indianapolis area is shown here. Photo: Owens Corning.

Laine urges contractors to make the most of expanded color choices in shingles available today. “If you are contractor, carry samples with you, walk outside the house and show them how the shingle is going to enhance the exterior appearance and the color of the house,” she says. “Because it’s not just one-dimensional color; shingles are multi-dimensional. Some of them have red, and brown, and yellow. Some have blue and brown and yellow. Looked at from a distance, you might not see those distinct colors, but they inform the color spectrum of the roof and how it looks with the house.”

She also recommends using a paint fan to help determine colors for other elements of the home. “There are usually six colors on each blade of a paint fan,” says Laine. “The top one is the lightest and the bottom one is the darkest. If you’re not secure in your color choices, you can just pick the medium color in the paint fan for your siding, the darkest color in the paint fan for your door, and the lightest color for your trim. Then you are guaranteed that they are all going to coordinate, and you’re not going to have something in the end that clashes.”

Others might want to consider contrasting colors. “If you are feeling a bit more adventurous, then pick out a different color for the door,” says Laine. “For each homeowner, it’s a very individual opportunity to be creative and see how color feels to you. And the great thing about the colored roofs out there is because of the way they are made, they complement a wide variety of color combinations on a house.”

Taking the time to explore different roof colors gives the contractor the opportunity to connect with the customer and build trust. Starsiak recommends that contractors take advantage of online tools that can be customized to demonstrate the ways different colored shingles will look on the house. “You can scan in a picture of your house and see how different paint colors and roof colors would look in just a few minutes,” Starsiak says. “If you were thinking of painting your house a different color, you can see which roof would go with it. There are online tools for everything now.”

The right color combination can also make a home easier to sell when the time comes. “From a real estate perspective, there are a lot of things that go into the first impression of the outside of the house, including the siding and the landscaping or lack thereof,” notes Starsiak. “A huge part of that initial impression is the roof, so you don’t want to miss that opportunity.”

Laine agrees. “A prettier house is going to be easier to sell, and the dimension that a colored roof adds to a house makes it prettier,” Laine says. “Aesthetics are important. You have to consider color, all you contractors out there. Look at all that alliteration—consider color, contractors! That’s your title, right there. I’ll give you that for free—it’s not trademarked.”

Karen E. Laine (left) and Mina Starsiak were on hand at the 2017 International Roofing Expo to offer design advice to show attendees. Photo: Chris King.

Karen E. Laine (left) and Mina Starsiak were on hand at the Owens Corning booth during the 2017 International Roofing Expo to offer design advice to show attendees. Photo: Chris King.

CertainTeed Teams up with the Host of Income Property

Scott McGillivray, the host of Income Property—the real estate, renovation and rental finance solution television show—is teaming up with CertainTeed Corp., a brand of high-performance building products. In addition to McGillivray and his construction team having access to CertainTeed’s wide range of interior and exterior building materials on upcoming episodes of Income Property, the partnership also includes event appearances, collaborative website and social media content and more.

“CertainTeed’s long-standing commitment to manufacturing a wide breadth of high-performance, sustainable building materials fully aligns with my philosophy of smart home renovation and passion for helping homeowners get the most value out of their biggest investment,” Scott says.

With the 11th season of Income Property premiering in 2016, the internationally renowned real estate investor, contractor, author and educator, will continue his quest to assist homeowners by building income rental suites to help them afford their mortgages. In each episode, Scott evaluates, plans, and executes renovations by presenting homeowners with two plan options, enhanced by CGI and three-dimensional animation. The final scenes reveal a beautifully staged income suite and the increased home equity data.

“Scott McGillivray is the definition of a Canadian success story; an astute real estate investor, skilled contractor and accomplished entrepreneur who shares our passion for sustainable innovation and the importance of taking a holistic, structural approach when remodeling a space,” says Mara Villanueva-Heras, vice president of corporate marketing for CertainTeed Corp. “We are fortunate to partner with such a respected and trusted resource to help us create greater awareness of the high-performance and stylish solutions CertainTeed offers North American homeowners.”

Scott will have his pick of CertainTeed’s extensive selection of ceiling, gypsum and mold prevention products, as well as roofing, housewrap, siding, trim, railing and fence products to remodel each show’s unique home projects. A sampling of his choices include:

  • AirRenew IAQ Drywall – Specially designed to offer a healthier living environment by improving indoor air quality and offering peace of mind for generations, AirRenew uses proprietary technology to absorb formaldehyde and convert it into safe inert compounds. Once captured in the board, the chemicals cannot be released back into the air.
  • Forticel Mold Prevention Coating – A spray applied mold inhibitor for use on interior wall studs and wood framing.
  • Membrain Smart Vapor Retarder – A revolutionary product that not only blocks moisture from entering, but also adapts permeability to allow excess moisture to escape from wall cavities, helping to reduce the potential for mold growth and other moisture-related problems.
  • Performa Fine Fissured Ceiling Panels – A mineral fiber panel with a 100 percent non-directional fissured pattern that comes in a variety of edge details and panel sizes, offering best-in-class value and performance. The VOC-compliant product is high-humidity and sag resistant.
  • Landmark PRO Asphalt Roofing Shingles – Engineered to outperform ordinary roofing in every category, Landmark PRO is available in a palette of Max Def colors that feature a rich mixture of surface granules for a brighter, more dramatic appearance. Heavier than traditional laminate shingles, and backed with a transferable lifetime limited warranty, Landmark PRO will keep a home comfortable and protected for years. The shingles are a key component of the CertainTeed Integrity Roof System, comprised of underlayments, shingles, accessory products and ventilation all working together to provide optimum performance.
  • Cedar Impressions Polymer Shake and Shingle Siding – All the rugged charm of cedar without the high cost and maintenance, Cedar Impressions enhances a home’s look with the elegant, yet subtle appearance of finely crafted cedar shingles in half-round, staggered, or straight edge styles. More than 30 color options are available in three authentic TrueTexture finishes.
  • Restoration Millwork Cellular PVC Trim – Available in TrueTexture woodgrain and smooth finishes and featuring UV resistance, Restoration Millwork cuts and mills with traditional woodworking tools and fastens with nails or screws.
  • Vinyl Carpentry – The most complete siding accessory line in the industry, Vinyl Carpentry includes window and door trim, corner systems, accents, wall and soffit transitions and functional trim such as j-channels and starter strips. Choosing the proper accessories can guarantee optimum performance, design flexibility and aesthetic enhancement to create eye-catching curb appeal.
  • CertaWrap Weather Resistant Barrier – A housewrap that provides an added layer of protection against air and moisture damage, helping to reduce heating and cooling costs by preventing air infiltration and leakage through gaps, cracks or holes.
  • EverNew Kingston Vinyl Railing System – Available in White, Almond or Clay, it offers classic wood styling in a durable, low-maintenance classic broad-loaf design for top and bottom rails with a choice of square or traditional balusters in two heights and two lengths.
  • Bufftech Vinyl Fence – Manufactured from premium quality polyvinyl chloride (PVC) for exceptional impact strength and UV resistance, Bufftech will not rot, warp, split or splinter. Its easy-care privacy or picket design comes in a variety of heights and leads the industry in colors, styles and textures including smooth, woodgrain and stucco finishes; and is backed by a lifetime limited warranty.

GAF Relaunches GAF Style Guide

GAF has relaunched its GAF Style Guide. The web page focuses on “bringing the indoors, outdoors”, a trend in home design today. The resource helps homeowners select shingles that best match their personal style with their exterior home portfolio. It features a streamlined design with a focus on visual images to help homeowners explore shingle colors and styles. The style guide also features expert advice from Nancy Fire, HGTV HOME design director and creative director and founder of Design Works International.

GAF Partners with HGTV HOME Design Director

Furthering its focus on connecting style and design elements with quality roofing materials, GAF has partnered with Nancy Fire, HGTV HOME design director, and creative director and founder of Design Works International.

As HGTV HOME Design Director, Fire provides industry insight into design, style and emerging trends. Fire has worked with a variety of companies, including the Metropolitan Museum of Art and Crate & Barrel, as well as serving on the Advisory Board for the Fashion Institute of Technology.

The partnership with Fire will allow the GAF internal innovation team to leverage her extensive background in design and emerging trends, ensuring that GAF continues to create products that excite homeowners and help them express their genuine style. GAF customers will also have the opportunity to garner insight from Fire on design and color trends on the GAF Style Guide at gaf.com starting in the fall of 2015.

“Nancy’s keen sense of style and extensive experience working with international brands and products, paired with her experience leading the helm for design at HGTV HOME, make her a perfect partner for GAF,” states Emily Videtto, vice president of residential products at GAF. “The roof makes up a significant portion of a home’s curb appeal and our customers are looking for ‘on-trend’ colors and styles to personalize their homes’ exteriors. Our partnership with Nancy Fire ensures that our customers are getting the most stylish roof on the market.”

Fire states: “In today’s world we have seen a major lifestyle shift in ‘bringing the indoors, outdoors’ so a paramount design decision like choosing the color and substrate of your roof is now being influenced by your lifestyle. Color, as well as texture, are two factors to consider while making this important decision and I am thrilled to be working with such an innovative company as GAF.”