The team at Angi is continually researching the needs, preferences, and home-improvement plans of consumers. In July 2021, Angi surveyed 1,200 roofing consumers to learn how they were approaching their projects. Half of the respondents had recently completed a roofing project and half were planning one in the next six months.
- While age of roof is the most common reason for replacing, appearance/style was the second most popular:
- This highlights an opportunity to engage customers with inspirational images and design visuals
- In the research phase, pricing is the most sought-after information followed by contractor ratings and reviews
- The majority of consumers rely on financing to fund their roofing projects
- 76% of homeowners reported that they financed their roofing project
- 49% of homeowners say it is “very important” that a roofing contractor offer financing
- A typical homeowner consults several sources to identify contractors to hire, most of which are digital
- Angi and HomeAdvisor rank highly amongst digital platforms
- While price matters, workmanship/warranty, and ratings/reviews are also important drivers of contractor selection
- Communication is important and people increasingly expect text and email in addition to phone
- Covid is still a concern to the majority of consumers, and social distancing followed by employee vaccination are top-of-mind safety protocols
- For materials, extreme weather, and energy/sustainability, factors are top-of-mind