New Study Shows Homeowners Are Ignoring Their Roofs.
The Hanover Insurance Group recently published a report that should catch the eye of every residential roofer in America. The study found that nearly 60% of homeowners in the U.S. did not inspect their roofs for any damage between February 2023 and February 2024.
Take a look around your community. Chances are more than half of those houses have roofs that have not been checked for damaged shingles, sealant, or other issues in more than a year. That means you—as a roofing professional—have an opportunity. You can (and should) take advantage of people’s “set it and forget it” attitude towards their roofs by communicating the findings (and impact) of this study.
Key information you should communicate:
- A recent Harris Poll commissioned by The Hanover Insurance Group found nearly 60% of homeowners in the U.S. did not inspect their roofs for any damage between February 2023 and February 2024.
- A roof is a home’s first line of defense against severe weather, and should be visually inspected for damage annually, and after major weather events. Yet, across the board, this was the listed maintenance task least likely to be undertaken by homeowners.
- According to Insurance Journal, Dan Halsey, president of personal lines at Hanover, stated “for whatever reason, people don’t think of their roofs as something they need to maintain … yet 70–90% of catastrophe losses are roof-related.”
- Hanover reported that the typical lifespan of a roof is between 20 and 25 years. A total of 15% of survey respondents estimated their roofs were at least 20 years old, and 8% were unsure of the age. These responses suggest that 23% of homes have a roof that may have reached the lower end of its anticipated lifespan.
Savvy roofers looking for more business and/or for a way to get their name in the market as an expert in roofing, can make this information public in a number of ways.
Pursuing a TV news story won’t cost you anything but time, and it will lend a halo-effect to your brand (and it’s something you can link to and use in your own marketing). While it may sound like a long shot (and may take some hustle and persistence), the fact is that local stations are always looking for content—and this qualifies as both news and a service to the community (which you should point out). Since this is based on a recent national study done by a reputable firm (The Hanover Insurance Group conducted this research through The Harris Poll) and provides useful information to the news channel’s audience, it’s not simply a roofer trying to get “free advertising.” Many stations will have ongoing segments in their news broadcasts that this type of information fits into already, or a morning-show format that features items of local interest such as this. Either way, success will mean you get your name out there along with promoting the need for and benefits of roof inspections.
Other things to consider are approaching your local newspaper for an article with the same reasoning as given above. You can also email past and prospective customers, blog about it, post on social media, create a direct mail campaign, or even go door-to-door in neighborhoods with a high likelihood of having roofs that will need attention.
Of course, when those roof inspections lead to actual roofing jobs, consider using only the best roofing ventilation and accessories available—Marco. With the most tested and certified products on the market, you can trust our solutions to perform in even the harshest conditions, protecting your roof and everything underneath.
For more information, visit MarcoIndustries.com. To contact us directly, email here or call 1-800-800-8590.
