High style in siding and roofing A premium product mix for premium service

By Mike Loughery CertainTeed Corp.

tunity for greater profit margins for both suppliers and their contractor customers improves. Plus. a premium catalog helps suppliers differentiate themselves from those carrying more traditional SKUs. In short. associating rvith the higher-end luxury products that are grorving in demand is good for business.

The Demand for Dlversity

In recent years. manufacturers have noticed that when consumers shop for materials online. they seek out the higher-end luxury products. And they are more than just looking-they are ready to buy. So. suppliers should be prepared to help service increasing consumer requests for higher-end materials.

f OOK around. Both new homes LJand those getting facelifts are beginning to boast bolder colors, classic styles, and more accessories than ever. Homeowners are having it no other way, and it's time for LBM suppliers to take note.

Certainly, there is still a place for low-cost three-tab roofing shingles and standard vinyl siding in LBM supplier inventories. Yet, shelves in today's consumer-driven market should be diversifiefl with a broader mix of products. indluding the more premium lines, when it comes to roofing and siding.

Why? The bottom line. While premium products cost more, the oppor-

Contractors and builders can anest to this trend. When homeowners need a nerv roof. many are asking specifically for architectural or dimensional shingles. When building a home, they are requesting lorv-maintenance siding and being introduced to nerv innovations such as insulation that not only offers thermal comfort. but addresses moisture management within rvall cavities as well. And rvith the increasing desire for enhancing a home's exterior to reflect individual tastes. vinyl and composite accessories-things like trimboards. fenc- ing, decking and railing-are a booming business. These premium products may cost more than standard fare, but with the high price comes the opportunity for higher profit margins and a high value-add for the builder, remodeler and homeowner who want more than the standard for their homes. Some upgrades, such as wider corner

Prrsm Possibilities

The Vinyl Siding Institute has a new way for homeowners to be assured that the vinyl siding colors they choose meet the standard for color retention.

VSI recently expanded its successful Vinyl Siding Product Certffication Program to include certification based on the performance standard for color retention, ASTM D6864. To qualify, vinyl siding products must first receive certification for overall quality and performance based on the industry standard ASTM D3679. which covers criteria such as weatherability, wind load, and impact resistance, among others.

"Since vinyl siding is a durable product that never needs painting, customers want to make sure their homes look beautiful after the passage of time and exposure to the elements," said VSI president Jery Y. Huntley. "Vinyl siding has always been available in a wide variety of attractive colors, and now there is a process to certify these colors for color retention."

More than 1,000 products are currently certified for quality through VSI's program, and nearly 200 colors of those products have been certified for color retention as well.

VSI's color retention certification process requires a two-year, outdoor weathering study for each color being considered. Each certified color must demonstrate the ability to resist major changes in a variety of climates.

All vinyl siding certified through VSI's program is verified to meet or exceed ASTM D3679 through twice yearly review and unannounced inspections by an independent, accredited quality control agency. Additionally, each color must undergo ongoing verification and a re-certification process for color retention, including a new two-year, outdoor weathering study, every six years.

A complete, updated list of products and colors certified through VSI's Vint-l 5i7rrg Product Certification Program is available online at www.vinylsiding.org or by calling (888) 367-8471.

posts and lineals around windows, have little impact on a homeowner's pocketbook.

Thc homebuilding industry has to tailor like never before to meet the individual needs of homeorvners. This means more f'eatures, more color options, more designs, more choice. Off'ering a more diverse inventory of exterior materials to their homeowner customers helps keep builders and contractors competitive.