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It’s Official: Women Are the Decision-Makers Even When It Comes to Roofs

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It’s Official: Women Are the Decision-Makers Even When It Comes to Roofs

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October 15, 2014

Five words or less(NewsUSA) – What do shoes have to do with choosing the perfect shingles for your roof?

If you have to ask, then you haven’t been paying attention to the seismic shift going on when it comes to marketing to women. For a while now, we’ve been told that females make more than 80 percent of purchasing decisions. But it’s only relatively recently that companies across the spectrum have begun embracing — no, bear hugging — women consumers in ways that show they actually “get” the societal changes behind that stat.

Cadillac just released its first-ever commercial depicting a CEOish-looking woman behind the wheel of one of its luxury vehicles, for example, while American Express is out with a new no-fee rewards card targeted to “busy moms.” Heck, even the NFL now has a line of sleek, fitted team jerseys that the Seattle Seahawks’ Marshawn “Beast Mode” Lynch couldn’t even get over his neck.

“Women in the fall are thinking about football as much as the guys are,” one executive told Adweek magazine.

Which brings us back to those shoes — and what may actually go down as one of the most eye-opening nods to women’s clout.

Females, according to She-Conomy, now make “the majority of home renovation decisions.” (Relax, guys. They’re still even less likely than you to want to undertake do-it-yourself projects.)

And so GAF, North America’s largest roofing manufacturer — yes, roofs — now features a “Style Guide” on its website (www.gaf.com) that couldn’t be more female-friendly if Eve had designed it herself while Adam was off dozing.

“Women are extremely important decision-makers, and therefore we’re focusing on providing them solutions that not only perform but also provide the sophistication and style to match their personal taste,” says Emily Videtto, vice president of shingles and new product development at GAF, which has won the Women’s Choice Award for America’s Best Roofing Brand for the past three years based on input from general contractors and female customers.

HGTV’s design expert Carter Oosterhouse takes a mostly straightforward approach to walking users through the process of picking the right shingles for the desired effect. But GAF apparently realizes that women share a secret (or not so secret) vice that’s foreign to most men: a love of shoes.

And so users get to have some fun by matching their fave shoe style to the corresponding shingle type. High heels your thing? “Explore Monaco Shingles,” they’re told. More the sneakers type? “Explore Timberline Lifetime Shingles.”

Now that’s getting it.


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