Driving Demand Through Education: How Manufacturers Could Benefit from Promoting Weather Resilient Exterior Products

Key Insights From Homeowners

According to recent research by Principia involving 750 homeowners, weather-related siding and trim repair projects could offer growth potential for suppliers—especially those offering weather-resilient products. Here’s what the data reveals and why it matters.

Why Homeowners Replace Siding and Trim

The driving force behind siding and trim necessary replacement projects is weather damage.

• Weather damage—from hail, high winds, and falling trees—was cited as the leading cause in 40% of necessary projects
  
  
• Weather damage surpassed aging materials (28%) and water damage (15%), underscoring the impact of severe natural elements

The Surprising Behavior Behind Weather-Driven Replacements

Homeowners who experienced product failure due to weather,  were surprinsingly 25% less likely to switch to alternative materials. Instead, many chose to reinstall the same type of siding or trim. Interestingly, this group was also more likely to choose the replacement material themselves, relying less on contractor recommendations. This could be driven by:

• Expediency, familiarity, and/or cost. Homeowners may prioritize speed and affordability, often choosing materials they already knew
  
  
• Knowledge gaps. Many homeowners may be unaware of more durable, weather-resistant options

By understanding homeowners’ likelihood of selecting the same materials presents an opportunity for manufacturers to educate consumers and highlight the benefits of resilient materials.