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Marketing to the Next Generation of Homeowners

RCS Marketing to the Next Generation
November 15, 2020 at 2:00 p.m.

By Colin Sheehan, RCS Reporter. 

Virtual marketing success stories and what you can do to secure Generation Z customers. 

The number of mortgage borrowers for those categorized as Generation Z (people born roughly between the years of 1995 - 2010) has doubled in one year according to Housing Wire and data from TransUnion. This is big news for contractors looking to bring in the most digitally connected generation in history as customers. 

Like millennials, people in Generation Z are quick adopters of all things that simplify their lives. Creating a mobile app or website that they can navigate efficiently will help you attract and retain them as long-term customers. Additionally, they can easily share these sites or apps with other new homeowners looking for quick information or even to hire a professional.  

Examples of effective marketing to Generation Z 

A handful of roofing companies have already begun the task of virtual marketing to Generation Z. Companies such as Owens CorningGAF and TAMKO have all developed engaging widgets or applications that you can use for inspiration. Below is a brief review of what each company has created. 

Owens Corning – Build Your Roof tool 

In essence, the Build Your Roof tool allows customers to build a roof virtually. With their laptop, tablet or other smart device, potential customers can explore different options for each layer of a roof through a visually enjoyable, step-by-step building process. As they click through the various roof layers, they are met with concise explanations of the purpose of each roofing layer and the differences between the layer options. This educational component of the tool is excellent for new homeowners (or even experienced ones) that most likely do not know the differences between a self-sealing water and ice barrier and a self-adhered underlayment. 

Contractors can send the Build Your Roof tool to interested homeowners or homeowners can find it on their own. Owens Corning also has a useful ‘Learn’ tab on their website that provides brief answers to basic roofing questions and a contractor network database that new homeowners can use to find the best contractor for their situation. 

GAF – VirtualRemodeler 

The GAF VirtualRemodeler allows customers to mix and match GAF shingle styles against different wall textures and paint colors. GAF has the shingles separated into categories such as their signature shingle, the GAF Timberline® Lifetime Architectural Roofing Shingles, designer shingles, 3-tab shingles and Truslate shingles. This way customers can find the perfect shingle for their home, taste and budget. 

Additionally, customers can choose a home out of their stock selection or upload a photo of their own. Along with the shingle visualizer, people can change the look of the walls, siding, garage door, front door and more.   

CertainTeed – Colorview®  

CertainTeed’s Colorview virtual widget similarly allows customers to select a home out of their prepared photos or upload one of their own. From there, individuals can select what aspect of the home they wish to customize, starting with the roof and then proceeding to the main siding, accent siding, trim, shutters and finally the door.  

Colorview also allows customers to input a postal or zip code into a search engine in order to find products available in their area. This way customers can get started on new roof or home improvement projects right away! 

TAMKO - Visualizer  

The Visualizer tool is similar to the other virtual tools listed above, however in this widget customers are building an entire house. With the Visualizer, people can begin customizing immediately by selecting one of TAMKO’s sample homes or uploading their own picture. From there, customers select the shingle and wall type from a variety of options. Like the Colorview widget, once they’ve built their dream home, they can simply enter a zip code to find products for sale near them that closely match their desired specifications.  

What separates the Visualizer from the rest is that it also allows customers to enter any property address and order accurate roofing measurements, 3D models and other property information that TAMKO can provide in just one to three business days. In the visualizer, customers can also start and save as many virtual home building projects as they’d like. 

Why you should take the time to understand Generation Z 

Generation Z has been unpredictable and unprecedentedly powerful within the U.S. market. They alone hold 40% of the buying power and heavily influence where their parents spend their money. While marketing to Generation Z may push some people out of their comfort zone, those who do it successfully will experience the best that this generation has to offer: instant connection with their entire social network. 

Visit RoofersCoffeeShop® for more ideas on marketing and to learn more about the companies mentioned above.  



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