Architectural touch

Architectural touch – Product Info

Stephani L. Miller

Roofing is not simply about covering he housetop anymore–it has become one more opportunity for homeowners and designers to make a statement, and the new favorite material of choice for making such statements is the laminated shingle.

“Laminated shingles made their mark in the ’90s and now represent about 50 percent of installed roofing shingles,” says Mike Loughery, communications manager for CertainTeed (circle 108). According to Loughery, multiple-layer laminated shingles–also called architectural shingles–are quickly replacing single-layer three-tab shingles in popularity.

Laminated shingles offer a variety of design and style options, including mimicking the look of wood shake and slate tile, but sidestep the installation and maintenance difficulties of the real materials. “They offer a completely different look, depth, and dimension,” including shadow lines and color blending, says Loughery, “creating a roof that is more attractive than it used to be.”

The Asphalt Roofing Manufacturers Association (ARMA) reports that in 1980, laminated shingles represented only 5.3 percent of the shipped shingle market; in 2002, the share leaped to 54 percent.

“There are two main items that we found homeowners use to select shingles: aesthetics and performance,” says Brian Chambers, product manager of residential roofing for Owens Corning. Laminated shingles are made of two to three layers of cutouts, so they are thicker and heavier than traditional single-layer three-tab shingles, providing a sculptured, 3-D appearance.

“Many manufacturers have done a nice job of offering a wide variety of color choices that can be applied to a wide variety of design applications,” says Chambers. And, “from a contractor standpoint, they are very easy to install and apply.”

Warranties on laminated shingles span a wide range within the market. Owens Corning, for example, offers three categories for its OakRidge Pro product: 30, 40, and 50, which reflect warranty designations (circle 109). “Dealers need to understand what price point the homeowner wants to be in, what aesthetic look they want, and the performance characteristics of the products,” Chambers says.

Most manufacturers provide dealers with tools to market their products. Georgia-Pacific, for example, provides displays, brochures, and more to demonstrate characteristics of laminated shingles, says national marketing manager Rick Tomlinson (circle 110). “These types of tools help dealers show contractors–who can ultimately show homeowners–how the product will look on their houses.”

COPYRIGHT 2003 Hanley-Wood, Inc.

COPYRIGHT 2003 Gale Group