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How to Sell Curb Appeal to a Homeowner

You may get calls all the time from homeowners in need of a new roof, but a contractor’s job is to not only replace a damaged roof, but also to help homeowners see the value in their investment.

Choosing a roof is just as important as picking out materials for any other home renovation like a kitchen or bath. Color is important and so is style. A homeowner wants their house to look good on both the inside and the outside and that is where you can step in and offer advice on the best shingle color to help bring their whole home’s look together—inside and out.

“What a lot of successful contractors do is position themselves as an educator around style, but many contractors are less comfortable selling to women than to men. One of the primary reasons is because they don’t want to talk about color and style,” says Emily Videtto, GAF’s vice president of residential marketing and new product development. If you feel you need a little assistance with recommending a shingle color to your homeowner, then send your homeowners to our newly updated Style Guide for advice from Nancy Fire, HGTV HOME design expert.

Explain to a homeowner that curb appeal is important and how the right look can help increase a home’s value. Installing a roof also has a good return on investment. According to the Remodeling 2016 Cost vs. Value Report, homeowners can recoup about 71.7% of their investment on a $20,142 roofing replacement project.**

Another way for a contractor to engage with a homeowner about color and style is to show them how various shingles will look on their house through the use of tools and apps. “We know from market research that visualization tools that allow homeowners to see what a roof would look like on their own home are very influential in purchasing decisions. The contractor, by engaging with this virtual platform, serves as an expert without having to recommend a particular color or style,” says Videtto.

Check out the latest apps and also see our tips on how to sell designer shingles.

**© 2016 Hanley Wood, LLC. Complete data from the Remodeling 2016 Cost vs. Value Report can be downloaded free at www.costvsvalue.com.

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  1. Tim

    Color and style – a very good article… But what about “metal roofing” options. In my business, I find that many homeowners are stuck on shingles and they don’t appreciate the value, stability, and even resell value that a metal roof can offer. Where does a metal roof fall into “curb appeal” and how do you convey this to the average homeowner? – Thank you for any response.


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