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.

Research Underscores the Importance of Roof Color on a Home’s Perceived Value

Since the roof is such a prominent exterior component, figuring out how it plays into the home’s color palette is crucial. Photo: Owens Corning.

Since the roof is such a prominent exterior component, figuring out how it plays into the home’s color palette is crucial. Photo: Owens Corning.

Could anything be more ubiquitous in our daily lives than color? From “feeling blue” to “going green,” color is often used to describe feelings, explain behaviors and describe surroundings. As a form of self-expression, color has long been a staple of home design and decor, and the roof is no different. Third-party research and focus groups conducted by Owens Corning makes it clear that consumers are seeking inspiration inside and outside their homes. Color can be a critical tool in making a style statement on the home’s exterior.

But there is often a gap between homeowners’ use of color inside and outside their home—particularly when it comes to the roof. Too often, homeowners and contractors opt for the “safe choice”—choosing black, brown, or gray shingles. What are homeowners looking for when it comes to the exteriors of their homes? Who do they trust to guide them in choosing exterior roofing colors? How does a color-coordinated home impact perceived value?

To glean insights regarding these questions, Owens Corning conducted qualitative and quantitative research with homeowners and real estate professionals. In conversations with homeowners, it quickly became clear that consumers are looking for ways to differentiate their homes’ exteriors and express their personal style. Homeowners told us they want to feel proud of their home and the statement it makes about them when they turn into their driveway. They want the exterior of their home to reflect their personality and distinguish their home from others on the block. In fact, some homeowners joked about their homes, saying things like theirs was “the fifth brown house on the left.”

Return on Investment

Of course, homeowners are also concerned about the return on investment a home improvement—including a new roof—delivers. In the fourth quarter of 2016, Owens Corning retained an independent research firm to better understand how a home’s roof affects perceived value in the minds of consumers and real estate professionals. The conclusion? Color contributes value! Ninety-four percent of consumers and 91 percent of real estate professionals agreed that a color-coordinated exterior increases the value of a home. Additionally, 91 percent of consumers and 87 percent of real estate professionals agreed that a roof with a color coordinating with the rest of the exterior increases a home’s value. Clearly, homeowners are seeking both inspiration and a return on their home improvement investment—and color delivers both.

Owens Corning has created easy-to-use tools to assist contractors and homeowners in selecting a shingle color. The Design EyeQ Visualization Tool makes it easy for homeowners to upload a photo of their home and virtually “try on” different shingle colors.

Owens Corning has created easy-to-use tools to assist contractors and homeowners in selecting a shingle color. The Design EyeQ Visualization Tool makes it easy for homeowners to upload a photo of their home and virtually “try on” different shingle colors.

Despite the power of color to inspire and add value, why are so many roofs black, brown, or gray? Color is personal, and while homeowners confidently make decisions regarding countertop granite or bedroom paint colors, they often defer to the contractor when it comes to their home’s roof. Contractors have historically not been trained to serve as design experts, so it’s easy for a contractor to recommend a “safe” shingle color. But going for a neutral shade can mean a missed opportunity to boost the home’s curb appeal. Representing 40 percent or even more of a home’s exterior, the roof can be a powerful design element.

While roofing contractors are comfortable talking about the functionality of a roof—how the various parts of the system work to seal the home, defend the home and help a home breathe—they have traditionally been reluctant to take on the role of design expert. How can they move the roof conversation beyond functionality to also include curb appeal?

Reaching Homeowners

Owens Corning has created complimentary, easy-to-use tools and resources to assist contractors and homeowners in the shingle color selection process. These free color and design tools help homeowners integrate their personal color preferences into their home’s roof. Style boards on the Owens Corning website can help inspire homeowners to visualize how trending colors might be applied to their homes’ exterior, including the roof. Homeowners can also order sample shingle swatches directly from the Owens Corning website, allowing them to place the various swatches against their current trim, paint, and exterior finishes.

Homeowners can take the online Roofing Color Compass Color Personality Quiz, which features 10 fun questions that help lead a homeowner to their “color personality.” It also offers up the Owens Corning shingle colors that complement their personality.

Homeowners can take the online Roofing Color Compass Color Personality Quiz, which features 10 fun questions that help lead a homeowner to their “color personality.” It also offers up the Owens Corning shingle colors that complement their personality.

A fun place to start for homeowners is the online Roofing Color Compass Color Personality Quiz, which features 10 fun questions that help lead a homeowner to their “color personality.” It also offers up the Owens Corning shingle colors that complement their personality. From there, the Owens Corning Design EyeQ Visualization Tool makes it easy for homeowners to upload a photo of their home and virtually “try on” different shingle colors. Both resources are available here.

Style-conscious homeowners often await the announcement of spring and fall fashion shades announced by the PANTONE Color Institute. Owens Corning worked with Leatrice Eiseman, global color guru and executive director of the PANTONE Color Institute, to pair popular trending colors with Owens Corning Duration Series shingles to show homeowners how easy it is to coordinate their home’s exterior with popular “fashion” colors used on doors or other exterior accessories, such as shutters.

During the 2017 International Builders Show in Orlando, Owens Corning announced Sedona Canyon as the 2017 Shingle Color of the Year. Sedona Canyon is a good example of a shingle color designed to work with both traditional and fashion-forward exterior colors. A 2018 Shingle Color of the Year will be announced later this year along with inspiring new color pairings.

Owens Corning announced Sedona Canyon as its 2017 Shingle Color of the Year. A 2018 Shingle Color of the Year will be announced later this year along with inspiring new color pairings.

Owens Corning announced Sedona Canyon as its 2017 Shingle Color of the Year. A 2018 Shingle Color of the Year will be announced later this year along with inspiring new color pairings.

While the use of color on homes’ rooftops is still expanding, color has long been recognized as an important design element. Consider the following quote from celebrated Spanish architect Antoni Gaudi, whose style defined many late 19th and early 20th century buildings: “Color in certain places has the great value of making the outlines and structural planes seem more energetic.”

Connecting color to a home’s roof can boost curb appeal and potentially increase the home’s perceived value in the eyes of consumers and real estate professionals.

For More on This Topic

For more advice on the use of color with exterior design, click here for a related article featuring suggestions from the star’s of HGTV’s “Good Bones.”

Shingle Line Adds to Color Portfolio

IKO Dynasty shingles with ArmourZone adds three colors to its color portfolio.

IKO Dynasty shingles with ArmourZone adds three colors to its color portfolio.

The IKO Dynasty shingles with ArmourZone color portfolio provides three additional colors: Driftshake, Brownstone and Frostone Grey.

Contractors can enjoy eleven color blends offered in the IKO Dynasty shingle line, along with ease-of-installation and wind-resistance benefits thanks to the ArmourZone technology.

The three colors are engineered using a color blend technology process that enhances any roofscape.

Coordinating IKO Hip and Ridge Cap Shingles, both standard and high profile (in limited markets), are also available to help protect vulnerable roof areas and to accentuate the roofline. Complementary colors for the three Dynasty swatches include Driftwood (for Driftshake), Dual Brown (for Brownstone) and Dual Grey (for Frostone Grey).

Ease of Installation & Wind Resistance

IKO Dynasty shingles also offer ease of installation thanks to ArmourZone, an enlarged nailing area that makes project installation more accurate.

Two nailing lines that are 1-1/4-inches apart identify the ArmourZone, which is 40 percent wider than IKO’s standard 7/8-inch roofing shingle nailing zones and also guides installers for correct nail placement. Plus, Dynasty shingles require only four nails per shingle for installation compared with the typical six nails for most traditional shingles. Be sure to check your local building code for specific nailing requirements in your area.

Additionally, the reinforced woven band within the ArmourZone helps provide resistance to high winds and carry a 130 miles-per-hour wind limited warranty. The ArmourZone also provides fastening strength over a large surface area of the shingle, helping to resist nail heads from pulling through the shingle in high winds.

For more information about IKO’s Dynasty shingles with ArmourZone and the limited warranty, and its complete portfolio of roofing products and accessories, visit the IKO website.

Four-Color Blending Process Allows Customization

Tectura Designs has added a four-color blending process to its portfolio of concrete rooftop, on-grade and architectural pavers.

Tectura Designs has added a four-color blending process to its portfolio of concrete rooftop, on-grade and architectural pavers.

Tectura Designs has added a four-color blending process to its portfolio of concrete rooftop, on-grade and architectural pavers. This capability, made possible by Tectura Designs’ investment in technology and manufacturing facilities, adds to the company’s diverse portfolio of paving products and its custom capabilities.
 
The four-color blends provide customers creative control and the ability to create one-of-a-kind gradients with custom orders. Tectura Designs’ Stone River series is the first line to feature this four-color blending, offering six standard color blends.
  
The four-color blending technology is the latest innovation to come out of Tectura Designs’ 100,000-square-foot paver manufacturing facility. Tectura has delivered hydraulically machine-pressed pavers for more than 40 years, and the facility, which opened in 2016, gives customers creative control, including:

  • The ability to customize the color palette of any paver, and oversee the dye- and aggregate-mixing processes
  • Standard color options and an array of finishes and surface textures
  • More than 60 sizes
  • A selection of samples and aggregate combinations
  • High performance thresholds, with H-20, H-25, HS-20 and HS-25 loading capabilities for both light and heavyweight vehicular traffic

 

Metal Roofing Line Adds New Colors

EDCO Products introduces five additional colors to its Infiniti Roofing line, metal roofing that features multi-tone layering, permanent thermal-fused texture and Whisper Quiet technology.

EDCO Products introduces five additional colors to its Infiniti Roofing line, metal roofing that features multi-tone layering, permanent thermal-fused texture and Whisper Quiet technology.

EDCO Products has introduced five additional colors to its Infiniti Roofing line, metal roofing that features multi-tone layering, permanent thermal-fused texture and Whisper Quiet technology. The new solid colors include Granite Gray and Chestnut Brown. The new enhanced colors are Aged Bronze Enhanced, Granite Gray Enhanced and Chestnut Brown Enhanced. The colors are supported with a full line of color-coordinated accessories.

Shingle Line Offers More Color Options, Adds Gauge Steel Offering

TAMKO offers the MetalWorks StoneCrest Slate profile in three additional colors and the Astonwood shingle profile in 28 gauge steel.

TAMKO offers the MetalWorks StoneCrest Slate profile in three additional colors and the Astonwood shingle profile in 28 gauge steel.

TAMKO Building Products Inc. is offering the MetalWorks StoneCrest Slate profile in three additional color options and the Astonwood shingle profile in 28 gauge steel. The products were on display at Metalcon 2016 in Baltimore.

StoneCrest Slate is offered in eight color options, which are exclusive to TAMKO. The three new additions, Forest Green, Timber Brown and Canyon Copper Bronze, were already being offered in the Astonwood profile.

According to TAMKO’s Vice President of Sales and Marketing, Stephen McNally, the colors are a natural addition to the StoneCrest Slate profile and they provide customers with a range of choices when selecting the best fit for their residential or commercial project.”

TAMKO formerly offered the Astonwood profile in 30 gauge steel while the StoneCrest Slate and StoneCrest Tile profiles were already offered in 28 gauge steel.

Decide on a New Roof Color with an Online Quiz

Owens Corning's Color Compass Quiz

Owens Corning’s Color Compass Quiz

Whether buying a home or updating one, more homeowners are looking to show off their personality through a unique roof. Designer shingles are an increasingly popular way to add color to a roof. Now Owens Corning makes it easier for homeowners to decide on a new roof color with the Color Compass Quiz. By answering a few short questions, the Color Compass Quiz allows users to find the perfect colors from 28 custom-designed palettes created with the help of designer Lee Eiseman, executive director of the Pantone Color Institute. Take the Color Compass Quiz.