Every figure includes its question wording and base size, with study methodology and fieldwork details included in the report.
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Only visible with both studies
Contractors are braced for a price war. Homeowners rank price fifth.
Ask roofing contractors what threatens their business and cost pressure runs through the answer — the economy, material costs, and lowball bidding. Ask homeowners what decides who gets the job and low cost comes fifth, behind reputation, materials, licensing and warranty. Neither study says that on its own. You need both sides to see it.
What contractors say threatens them
Top 6 of 13 · n=199 contractors
What homeowners actually decide on
Top 5 of 10 · n=127 homeowners
Cost pressure is real on the supply side and secondary on the demand side. Homeowners do shop — two-thirds collect three quotes — but reputation, materials, licensing and warranty all outrank price when they choose. And 65% say they are more likely to call a contractor who publishes pricing, so transparency is not the same as a race to the bottom.
Contractors n=199, fielded July 9–28, 2025; homeowners n=127, fielded August 5–7, 2025. The two panels come from different questions asked of different audiences — contractors picked their top three business challenges for 2025, homeowners ranked factors in selecting a roofing company — so the figures are not a like-for-like pair. What is being compared is where each side places cost relative to its own alternatives. Source: myCLEARopinion Insights Hub & Roofing Contractor.
Both studies. One download.
55 pages covering what the market will buy and how the buyer chooses — the Contractor Report and the Homeowner Report, bound together.
Two studies, two questions
Pages 3–28 · the supply side
The Contractor Report
What contractors expect to sell and what it costs them to deliver. Sales outlook across three horizons, revenue split across thirteen product categories, labor costs and crew makeup, recruiting, training, safety and technology adoption — each cut commercial against residential.
199 contractors · annually since 2018
Pages 29–50 · the demand side
The Homeowner Report
How the customer finds, judges and hires a roofer. Search behaviour, online reviews, pricing transparency, number of quotes, three separate response clocks, payment, service agreements and what drives a switch of roof material — homeowner expectation set against contractor practice at every step.
127 homeowners & 199 contractors
Four numbers, two studies
Contractor Report
64 → 78 → 89
percent expecting sales growth this year, next year and over three years.
Contractor Report
40%
already use AI or predictive analytics, and 42% fly drones, with roughly as many again deciding.
Homeowner Report
74%
would find a roofer by word of mouth — the channel contractors rank second, behind social media.
Homeowner Report
66%
gather exactly three quotes before hiring. Not two, not five — three is the number to bid against.
What we're not showing here
Everything above is one cross-cut and four headline numbers. The 55 pages are the working detail, with base sizes and question wording on every figure.
Pages 15–18
Where the revenue comes from
Thirteen roofing product categories with involvement and average share of revenue, split commercial against residential. If you make a roofing product, this is your page.
Pages 38–40
The three clocks
Callback time, arrival time and lead time to start — what homeowners accept against what contractors deliver. One of the three is badly misread by the trade, and it is costing money.
Pages 11–14 & 20
Outlook and challenges in full
Sales expectations on a five-point scale for three horizons, by segment and region, plus all thirteen perceived challenges ranked and split.
Pages 41–43
Payment and service agreements
How homeowners prefer to pay against what contractors accept, how many want an annual agreement, the price band they will actually pay, and the nine coverage items ranked.
Pages 21–26
Labor, crews and safety
The distribution of labor cost increases, crew makeup by region, recruiting and retention tactics ranked, languages spoken on site, training methods and safety cadence.
Pages 33 & 44–50
Materials and what changes them
Current roof types and appetite for solar, who really picks the product, roof and home age, which add-ons got offered at the last replacement, and the seven things that move a homeowner off the material they have.
55 pages · 326 respondents · two studies
See the whole market, not half of it.
What contractors will buy and sell next year, and what the homeowner paying for it actually wants. Bought together in one download, and cheaper than buying the two separately.
Instant digital download
Only need one half?
Both studies are sold separately. Bought on their own they come to $6,500 together, so the bundle above saves $500 — but if only one side of the market matters to you, take just that one.
Sourced from Roofing Contractor subscribers, the myCLEARopinion panel and an independent third-party partner. 69% mostly residential, 22% mostly commercial. Fielded July 9–28, 2025.
127
Homeowners
myCLEARopinion panel members involved in roofing decisions at their own home or one they manage, drawn evenly across all four U.S. regions. Fielded August 5–7, 2025.
Closed-ended data is tabulated in SPSS. Base sizes appear on every chart as “n=xx”; bases of 30 or more are treated as statistically reliable and bases under 15 are read directionally only. Significance is flagged at a 90% confidence level, between response options and between the residential and commercial segments.
What's in the report
55 pages · table of contents
Part one · Contractor Report
Study Overview
3–6
Key Findings
7–8
Roofing Sales Outlook
9–18
Workforce, Labor, Training & Safety
19–26
Technology Adoption
27–28
Part two · Homeowner Report
Roofing Customer Journey
29
Homeowner profile & types of roofs
30–33
Seeking a contractor, reviews & pricing transparency
Both 2025 roofing studies in a single 55-page download: the Contractor Report covering sales outlook, revenue by product category, labor, training, safety and technology adoption, and the Homeowner Report covering the customer journey from first search to service agreement. Bought separately they come to $6,500.
Do roofing homeowners choose on price?
Less than contractors expect. Low cost ranks fifth of ten factors, named in the top three by 27% of homeowners, behind years of experience and reputation (64%), quality of materials (51%), professional licensing (47%) and long-term warranty (40%). Meanwhile lowball bidding is a top-three business worry for 23% of contractors, rising to 34% among mostly commercial firms.
Should roofing contractors publish prices on their website?
The homeowners say yes. 65% are more likely to take the next step with a contractor whose pricing is listed, and only 1% are put off. Combined with price ranking fifth in the selection decision, transparency looks less like a race to the bottom than a way to get the call.
Is the roofing market growing?
Contractors expect so, more the further out they look. 64% report higher total sales in 2025 than 2024, 78% expect growth in 2026 and 89% expect growth over three years. The report splits each horizon by residential, commercial and region.
Can I buy just one of the two studies?
Yes. Both are sold separately at $3,250 each, linked above. Take the bundle if you need to connect what contractors will buy with what the homeowner paying for it wants; take one if only one side of the market matters to you.
Does this name or rank roofing brands?
No. Both studies measure product categories, market conditions and buyer behaviour rather than manufacturer preference or brand standing. If you need brand-level measurement in roofing, that is a separate piece of work we field directly.
Who should buy this?
Roofing manufacturers and suppliers who need demand-side context for their category forecasts; marketing teams deciding where to spend against how homeowners actually search; contractors benchmarking both their costs and their customer process; and anyone whose plan depends on both halves of this market behaving the way they assume.