The entire building industry is focused on the green movement, and the roofing segment is perhaps focused more strongly than most. Homeowners are enthusiastic about upgrading their homes with features that are sustainable, durable and also beautiful, and they are basing their product decisions on long-term value instead of short-term price. As the economy tightens, prices escalate and fossil fuels look less promising, energy efficiency and greener products are expected to remain the top priorities in the future, both immediate and long-range.

Today, consumers conduct an unprecedented amount of research into product offerings and can hold strong opinions on the precise features they want in their homes. Remodelers can capitalize on this knowledge by working with clients to review options, recommend upgrades and present a solid visual of the finished product.

“The trend in roofing, as throughout the entire building industry, is in developing sustainable building products that allow the builder or remodeler to build or renovate homes with respect for the environment,” says Maria McDonagh-Forde, director of marketing communications for CertainTeed Roofing.

“Homeowners want to learn more about green product attributes,” she adds. “Homeowners are asking to what extent the products going into the construction meet green standards, such as LEED or NAHB guidelines. In turn, remodelers want to learn more about the role of roofing in green building standards so they can speak to the homeowner on the topic.”

“We’ve seen exceptional interest in ways to offer energy-efficient, environmentally friendly green roofing,” says Jay Banister, national green program manager for Eagle Roofing Products. “There are several factors driving the trend toward green building. Among them are government regulations and requirements, the need to reduce the cost of household electricity and the desire to see our planet’s resources protected and sheltered for the good of our descendents.

“The Eagle Green program is an ideal way for a remodeler to differentiate his business from the competition,” says Banister.

“Offering homeowners the products and peace of mind they need is the surest way for a remodeling contractor to increase his business. The remodeler should also consider evaluating his business practices for opportunities to reduce, reuse and recycle. A truly ‘green’ contractor will be green as well as offer green products.”

The Eagle Green program includes products and environmentally responsible practices that will provide greater energy efficiency, reduce waste and pollution as well as preserve needed resources. The program includes: Eagle Solar Roof powered by SolarSave Integrated Solutions, Energy Star and CRRC approved Cool Roof Tile, Energy Saving Roof and Eagle’s environmentally friendly manufacturing process.

Traditionally Practical and Pleasing

Tiled and shingled roofs have a classic appeal that is ideal for many architectural styles. Manufacturers have made great technological advances to ensure that these options are now better, stronger and easier to install and spec.

“In today’s remodeling market, performance and value are key,” says Molly Kwiatkowski, Owens Corning director of products and programs, residential shingles and roofing. “The uncertainty of the housing market has made homeowners view home improvements with a sharper focus on cost-effective upgrades that have superior performance attributes which also could help increase the value of their home. High-performance asphalt shingles continue to be the most popular residential roofing material in the United States today because they offer the best of both worlds with both durability and aesthetic design options.”

Owens Corning’s Duration Series of shingles with SureNail technology promise contractors improved productivity and greater accuracy, thanks to the product’s liberal nailing area, which allows the user to move on to the next roof sooner. Duration Series shingles also deliver greater wind protection — resisting up to Category 3 hurricane force winds.

“During this time, homeowners are likelier to invest in more practical upgrades to their home, improvements that demonstrate value, performance, durability and which increase a home’s resale value,” adds Kwiatkowski. “Consumers’ design IQ continues to increase, in response to the popularity of home improvement shows and to increasingly competitive home-buying markets across the country. Curb appeal is an important factor, especially in this home buyers’ market. Durable shingles with the wow appeal factor meet both needs of today’s homeowners.”

MonierLifetile has expanded its line of roof system components to improve installation, durability, and increase energy efficiency. MonierLifetile offers a wide range of concrete roof tile options that, when installed with the full complement of roof system components, creates an energy-efficient, high-performing and long-lasting roof that promises to meet or exceed regional performance requirements throughout the United States. The roof system components available to enhance the performance of a MonierLifetile roof are: underlayments, ventilation, flashing and fasteners. Each of these premium components is engineered to perform seamlessly with MonierLifetile’s concrete tile profiles.

“Homeowners and remodelers are eagerly accessing marketing tools to learn more about all of the possible shingle styles and colors within our roofing products range,” says CertainTeed’s McDonagh-Forde. “They want to understand their choices and the differences between various products.”