October, 2007

In Depth: Roofing

Performance tops the list in this category—but aesthetics are also key as options continue to expand.

By Craig A. Shutt

As roofs have grown in size and prominence, homeowners have become more style-conscious when it comes to the top of a house. But as the media pays increasing attention to weather disasters, functionality is also key when a purchasing decision is made.

"Aesthetics for a roof have become important,” says Bert Elliott, product manager for residential roofing at Owens Corning in Toledo, Ohio. "But performance has moved to the forefront. There has been a lot of visibility and press related to hurricanes and tornadoes, and homeowners are conscious of wind ratings and uplift. They think about it, and they ask about it.”

Informed homebuyers’ interest in roofing leads them to seek out more options and upgrades, adds Diane Gola, marketing communications manager for GAF-Elk Corp. in Wayne, N.J. Media attention and the expansion of product lines have made consumers aware there’s more variety available, she explains. "People want to learn more, which leads many of them to web sites where they get specifics about options.”

Charlie Taft, national sales manager for EcoStar, a division of Carlisle Construction Materials in Carlisle, Pa., agrees that roofing performance has become prominent. "There is definitely a viable market of customers across the country who are looking for products that will last longer, as well as offering that ‘wow’ or ‘pop’ factor,” he says. "They want a roof with the same character as other elements of their house, such as windows and doors, are providing.”

Consumer research conducted in late 2006 by TAMKO Building Products in Joplin, Mo., indicates that trend is more than anecdotal, says Ron Cook, director of communications. It showed that 85% of homeowners were looking for products that could provide greater wind, fire, and impact resistance. "Numbers like that can’t be ignored,” he says. "Homeowners want good looks, but they also are looking for better performance and long life.”

Cook also credits increased media attention for making homeowners sensitive to this need. He notes that in California, where many homes have wood-shake roofing, some fire departments have indicated they choose which homes to try to save based on the roofing material. "It can be pretty sobering to think that the roof material could play a role in the decisions being made by firefighters,” he says.

Codes Increase Awareness

Changes to codes, particularly related to wind speeds along the coasts, have increased consumer awareness of wind impact across the country, notes GAF’s Gola. "The interest is driving manufacturers to come up with better-performing products.” Some insurance companies are offering discounts for roofing that offers Class-4 impact resistance, because they find the products don’t need to be replaced after a hail storm, adds Owens Corning’s Elliott. "That type of durability is gaining momentum as a key factor.”

Compliance with tougher codes has become a key selling point. DaVinci Roofscapes in Kansas City, Kan., for instance, announced last fall that the ICC Evaluation Service had confirmed that its synthetic Slate product complied with several key codes. Acceptance by ICC makes it easier for the products to receive approvals for construction and renovation, explains Ray Rosewall, president.

"For companies like ours at the premium end of the field, we’ve done very well with high-end homes, where people don’t want to worry about storms or hail,” he explains. Homeowners who want slate- or shake-appearing looks but don’t want the drawbacks or cost of wood or heavy stone are realizing they have options. "The experiences people have had or hear about, in terms of replacing the roof, repairing damage done inside, even finding the labor to put on the roof afterward, lead them to look for alternatives.”

In some cases, manufacturers have added extra support, via a scrim on the back, to provide extra impact resistance. Others have created thicker shingle layers. For synthetic or composite materials, the key is finding the proper formulation, Rosewall notes. "You have to find that middle ground between providing impact resistance and being so brittle that it impacts cold-weather performance,” he explains. Similarly, there needs to be flexibility, but not so much that it impacts wind resistance. "You have to find that sweet spot that maximizes performance.”

Performance is just as important to the homebuilder or roofing contractor who doesn’t want problems to arise, points out Maria McDonagh-Forde, director of marketing communications for CertainTeed Roofing in Valley Forge, Pa. "The contractor puts much trust in the quality of the products being used, as well as the durability, structure, weight, and coverage of shingles to ensure callbacks never happen.”

Warranties Are Lengthening

Because of these improvements, warranties are being extended and include prorated, transferable lifetime guarantees. TAMKO’s research found that 80% of consumers want warranties up to 50 years, Cook says. "That’s a major shift from the past, when 25 years was more standard; 50 years is a substantial warranty.”

But Owens Corning’s Elliott says the emphasis on code compliance and meeting specific UL standards are taking the place of extended-term warranties. "We’re focused on designing to meet the standards and we’re hearing less conversation about the specific number of years in the warranty,” he says. "Those relate to manufacturer defects, and that usually isn’t the problem that arises; it’s more about complicated installations and wear over the years.” He anticipates that contractors will see 30-year warranties become the standard, with more focus on meeting strict building-code standards around the country and complying with hail-resistance standards.

Companies also are paying attention to consumers’ growing interest in "cool roofing,” using lighter colors. For instance, Elk Corp., a division of GAF, has introduced a Cool Color series of asphalt shingles designed to reflect heat to avoid build-up and aid energy efficiency. TAMKO has seen so much consumer interest that earlier this year it introduced a series to its MetalWorks steel-shingle line that meets standards for the Cool Roof Rating Council.

"We’ve had the MetalWorks line for awhile, but the Cool Colors series was introduced to meet the changing needs of customers,” he notes. The products are especially popular in the South, where heat build-up and cool-roof technology are becoming better known.

"There is definitely interest in roof reflectivity, even with asphalt products, in some areas of the country,” notes Owens Corning’s Elliott. "But the impact is not as significant for residential housing due to the isolation of the roof from the rest of the home.” He points out that typically, the attic serves as a thermal break, with the floor insulated to maintain energy-efficiency inside the home. "Reflectivity can impact the aesthetics, and people are very concerned with aesthetics,” he says. "It’s more of a factor if there are large areas of flat roof.”

However, DaVinci’s Rosewall notes that while shingles don’t provide much R-value, their energy efficiency does add benefits. DaVinci’s synthetic shingles feature a rib structure that provides extra support while also creating an air pocket beneath the shingle. The air pocket helps reduce the temperature of the shingle, he explains, providing more long-term durability and wind resistance.

Ventilation A Key Concern

"Energy efficiency is a lower priority for roofing products,” agrees Gary Urbanski, sales and marketing manager for Trimline Building Products in Minneapolis. "But ventilation is becoming more important. The educational efforts are getting through to people.” The company makes composite-tile roofing and ridge vents, and it is seeing more attention paid to venting, he says.

"Contractors are not just sticking in four vents and figuring they’re done,” he says. "Longer shingle warranties, mold concerns, and energy issues are making them realize the importance of ventilation. In the last five years, we’ve seen more attention paid to understanding that it involves a system, not just a few holes.”

Adds Laura Clark, marketing coordinator at Trimline, "Consumers are definitely aware of the need for more ventilation, as are roofers. While researching roofing options on the Internet, they are learning that good ventilation can alleviate some of their worries.” Ridge vents such as Trimline’s offering also are gaining popularity as roofs become more complicated and the range of products increases, she notes. "They have become easy to use with a wider variety of materials, including steel, flat tile, or even standing-seam metal, and they solve problems by allowing roofers to run the ridge down the roof’s hip to gain ventilation space.”

Urbanski points out that the growth in aesthetic appeal also is aiding ridge vents. "They eliminate the holes and square vents that interrupt the flow of the roof line,” he explains. "They ensure the home has a smooth, low profile.” The high-end market is particularly strong for that reason, he notes. "Those homeowners understand the value of maintaining the look.” Trimline estimates that the roof-ventilation market is about $320 million, Clark says, with about one-quarter of that currently devoted to ridge vents. "That total is increasing, but it’s hard to say how quickly it’s growing.”

The key concern, and a difficulty in tracking growth, Urbanski adds, is that a ventilation system often requires two contractors. The framer or siding contractor provides soffit vents for the intake air, while the roofing contractor creates the outtake vents. "If they aren’t in the right ratio, the system isn’t effective, so the contractors have to do the calculations and ensure they are working together.”

Owens Corning’s Elliott agrees. "We’re very involved in trying to ensure roofs are ventilated properly to save energy and help roofs last longer.” The company offers a variety of ventilation formats, although it doesn’t sell the soffit vents that typically are sold with siding installations. "More of an education process is needed to help consumers and contractors understand the importance of ventilation.”

Adds EcoStar’s Taft, "Too many installations don’t provide adequate ventilation for asphalt shingles to work well, and they are being undermined from the underside due to improper ventilation in the attic space. Everyone recommends good ventilation and contractors talk about it, but we don’t see it happening as much as it should. It will help the roof last longer.”

Underlayment Options Expand

Another item that helps roofs last longer is a good quality underlayment, manufacturers agree. "A breathable underlayment has become big now to help keep mold out of the house,” says GAF’s Gola. The company introduced an underlayment product earlier this year that allows moisture and trapped air to escape, protecting the roof deck. "It’s a pretty cool product that’s catching on quickly,” she says. "Roofers love it because it’s slip-proof, which helps to keep steel-slope roofs from being a problem.

Accessories and supplemental products can help dealers ensure they provide the full package that roof projects need, notes CertainTeed’s McDonagh-Forde. The company offers low-slope products that color-coordinate with its popular shingles, and it promotes its lines in other products, including siding, insulation, and decking. "It creates one-stop shopping for the contractor, not to mention easy and quick installation.”

Quick installation is a growing attraction for contractors, and manufacturers aim to help. GAF touts the larger size of its Camelot shingles, which minimizes installation time. Owens Corning notes that its SureNail Technology provides polypropylene strips along the shingle edges to create a wider nailing surface that won’t plug up the nailing gun with asphalt, Elliott explains. "Nail guns are predominating for roofing applications today due to their speed, and this helps speed up the process more.”

Aesthetics Still Vital

Of course, aesthetics remain a driving force for product selection among consumers, especially as homes’ sizes increase and roofs become more complicated and higher profile. "Whatever the home design, consumers are looking for distinctive designs and simulated depth in roofing that will enhance their homes’ curb appeal and possibly their homes’ resale values,” says McDonagh-Forde. "The roof is not just viewed as a functional part of the house, but as a large area of the exterior where one can add style and uniqueness.”

Adds GAF’s Gola, "Homeowners, especially women, are taking a greater interest in picking and choosing what they want in all areas of their house, and that is extending to the outside. There are now great choices for colors of shingles that can really set the home apart from others.”

Consumers are treating their roofs like "a fifth wall,” says EcoStar’s Taft. "They’re using more care and attention with the decision than in the past.” That’s particularly true with high-end homes that have a lot of steep-slope applications such as dormers, gables, and other architectural features, he notes.

The desire for a wider range of appearance options is driving more options for slate, shake, and other faux looks. Manufacturers also are offering a wider range of sizes, which help fit the scale of the roof and avoid cutting shingles at roof edges. Larger sizes also create easier installations, with less time to attach them.

The options also aid re-roofing projects, where an original material is being replaced. "Our products work well for homeowners who want to retain the look of a slate roof but get sticker shock from the estimates,” says Taft. The same is true for shake-like products, which can offer better fire and insect protection while offering a wood appearance.

"There is definitely a trend toward more dimension, or at least the look of more dimension, even if the products aren’t actually thicker,” says Owens Corning’s Elliott.

"But the trends are very regional.” Because regions often have different predominant architectural styles, the colors, styles and materials in demand vary between areas.

Shake products typically do well in the West, manufacturers report, while slate is popular in the Northeast. Color preferences also are regional, with lighter colors flourishing in the South, while coastal areas prefer more colors, such as blue. For that reason, Owens Corning has turned its attention to creating regional brochures highlighting styles most popular in that area. "It’s hard for consumers to visualize their roof from a small sample, so we want to upgrade and target our photography to give them a better understanding.”

With so many color options and blends available, ensuring consumers know what they’re getting before the job begins is critical, stresses EcoStar’s Taft. He suggests dealers or contractors lay out about 32 sq. ft. (4 by 8 ft.) of the proposed product to show how a large area will look. "Let them see it when it’s sunny and shady and get a feel for it,” he says. "A sample board isn’t the answer for showing the large sizes required. Only by laying it out can the homeowner appreciate if he’s got the right blend of colors.”

Market Share Shifts

Selection of materials is becoming more complicated as new materials gain ground. The roofing market is not expected to grow significantly, due primarily to the residential housing slowdown, according to a recent roofing study by the Freedonia Group in Cleveland. But market share is changing, it says. "Demand will expand less than 1% per year through 2010 to 278 million squares,” it reports. Even that expansion will be due primarily to gains on the nonresidential side.

The best gains in the residential market will come in metal roofing, which also is growing on the nonresidential side. "Metal panels, tiles, and shingles are being used as alternatives to roofing tile and asphalt shingles. Demand for asphalt shingles will be constrained by the weak outlook for new residential roofing.”

Key growth also will be registered for composite roofing, such as thermoplastic polyolefin roofing, the Freedonia study notes. "It will continue to make inroads into the roofing market as product development expands and consumer familiarity increases.”

Synthetic shingles definitely are gaining popularity, says DaVinci’s Rosewall, whose firm makes synthetic slate and shake products. "People understand it now, especially as more companies have gotten into the business and created credibility for the segment. It’s not a boutique operation any more.”

The products’ lighter weight, coupled with their dimensionality, make them strong choices for re-roofing projects where homeowners don’t want to reinforce their structure to achieve the natural look, notes Trimline’s Clark. It recently introduced a composite-tile product that resembles Spanish tile to take advantage of that trend.

Synthetics offer a mid-range option—less expensive than traditional shake and slate, but higher than premium asphalt shingles. "It’s a strong alternative, and people are responding to its benefits,” says EcoStar’s Taft. He estimates the price point is 20 to 30% above asphalt, so dealers should point out the long life synthetics can offer. "I don’t think asphalt-shingle manufacturers are losing sleep over what we’re doing yet,” he says. "But we are gaining ground.”

No matter which material is chosen, all product lines are offering more quality and more choices. "Every house needs a new roof every 15 to 25 years, particularly those that were roofed before the longer-lasting materials began to come onto the market in recent years,” points out TAMKO’s Cook. "So there’s at least one more re-roofing coming for most homes. Even when the new-home market falls off, re-roofing remains a good market. And there is still room to develop new products for asphalt shingles as well as other materials.”

Sidebar:

NRCA Offers SpecRight Training

The National Roofing Contractors Association has introduced the SpecRight training program, aimed at assisting roofing contractors with helping building owners and designers make informed decisions about energy-efficient roof systems for new or retrofit applications.

Based on ASHRAE 90.1, the program ensures compliance with state-mandated energy codes. It also includes training with the group’s EnergyWise Roof Calculator software to help determine the most energy-efficient and cost-effective roof systems. It was created in conjunction with the Polyisocyanurate Insulation Manufacturers’ Association.

The training sessions provide a synopsis of current energy-related programs in use throughout the U.S., including the Leadership in Energy & Environment Design (LEED) standards produced by the U.S. Green Building Council, the Cool Roof Rating Council, state energy programs, city energy programs and the Energy Star program.

For more information on the program, visit www.specright.net