Home Siding Shoppers Sizing Up Exterior Trends

BY Courtney Huckabay
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For many homeowners, staying on top of the latest building and exterior design trends is as important as regular home maintenance projects. Siding installers should keep up to date with siding trends. Here are a few of the ways siding companies can make clients' and prospects' houses the most talked-​about homes on the street — for all the right reasons.

On-​trend colors

"Design lovers know that an on-​trend home utilizes the latest and most popular color combinations around," Kaitlin Krull wrote on Modernize​.com. "At the top of the color charts is Pantone, whose annual Color of the Year influences the worlds of fashion and interior design alike."

"While Pantone’s latest Color Report says that their predicted colors for Spring 2017 offer “a mixture of vitality, relaxation, and the great outdoors,” trendsetting home siding dealers can make sense of this fashion-​speak by incorporating hues like the neutral Hazelnut, deep green Kale, and the calming blue Niagara throughout the exterior of homes. Other home improvement professionals corroborate these color predictions and apply them to exterior siding: Exterior House recommends neutral beiges and tans as a siding base (or traditional brick red or gray/​blue tones) in order to match with neighboring homes and home accents."

"As an added tip, it’s best to use a trim color slightly lighter than the siding (such as white, cream, or light gray) to maximize the impact of the chosen siding color. If you want to branch out from these popular colors, it’s more than ok to go (slightly) crazy with accents and paint doors and shutters black, deep blue, brown, or even red," Krull said.

These color combinations and ideas will appeal to the 4% of consumers shopping for new siding this year, according to new data from the AudienceSCAN survey. Home Siding Shoppers are probably eyeing ideas on Pinterest as we speak, so installers need to get on-​trend! The AudienceSCAN survey found 40% of Home Siding Shoppers are active on Pinterest.

Rustic and reclaimed exteriors

'If you thought that the rustic farmhouse design style made trendy by the folks over at Fixer Upper had finally jumped the shark, siding trends for 2017 will prove you wrong. Traditional wood shakes and shingles—and yes, shiplap—are still very popular for many homeowners. House Beautiful predicts that unfinished and reclaimed wood floors and walls will be popular in 2017, so we think there’s no reason not to bring this trend outside as well."

"Homeowners who love the idea of wooden siding can stick to the traditional horizontal panel style, but if you want to take your shiplap exterior to the next level you can randomize the width of your siding panels for an alternative but equally rustic effect. We particularly love this offbeat siding style because it blends farmhouse and modern design styles for a memorable and unique finish."

"Using reclaimed and/​or sustainably sourced wood and other local materials is an on-​trend practice for all areas of home improvement that we think is here to stay in 2017. Homeowners can cut costs and decrease a home’s carbon footprint at the same time by finding local businesses and individuals who have an excess amount of usable materials, rather than purchasing and shipping new products from across the country—or even the world."

Local siding retailers and installers can really shine by marketing their sustainable products and cost-​cutting measures. The new AudienceSCAN study found 49% of Home Siding Shoppers took action after reading newspaper (print, online, mobile or tablet) ads in the past month.

Energy-​efficient materials

"Energy efficiency and environmental consciousness are on the minds of homeowners now more than ever. If homeowners want to reduce the carbon footprint of their homes and increase energy efficiency during exterior renovations, they can choose sustainable materials and products that will help save money on energy bills and keep homes warmer in winter."

"Because energy efficiency has finally become more of a mainstream priority, siding that is both durable and low maintenance is sure to be a winner in 2017. Hard-​wearing and resilient materials such as fiber-​cement may cost more than inexpensive vinyl siding initially, but the longevity and straightforward maintenance routines of these kinds of products make them a no-​brainer for many homeowners."

Siding experts should be pointing this out to Home Siding Shoppers. Doing so on TV commercials could cause 83% of them to take action this year, according to new AudienceSCAN research.

"Some siding companies offer vinyl siding with a permanently affixed expandable polystyrene insulation layer—or insulated vinyl siding panels, in layman’s terms. While the energy and heat-​saving benefits of insulated siding are seemingly apparent, some professionals think that the overall benefits of this kind of product are minimal and that the costs are too high (around 50% higher on average than traditional vinyl siding). Nevertheless, many satisfied customers agree that this built-​in insulation increases the robustness and sturdiness of the siding itself and offers significant insulation for their homes."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.