PRESS RELEASE
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KILZ(R) Paint and Primer Reveals
Home Remodeling Trends in Expanded Roller Report
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Fourth
Annual Survey Treads New Ground, Draws Insight from Both
U.S. and Canadian Homeowners and Professional
Contractors
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LAS VEGAS, May 6, 2008
/PRNewswire/ -- National hardware show -- Masterchem
Industries today unveils its fourth annual Roller
Report, revealing that three quarters (75 percent) of
Americans and Canadians are planning to carry out a
renovation this year, despite the fact that one in 10
homeowners plan to sell their homes in the next year.
The report, which surveyed more than 1,000 U.S. and
Canadian homeowners and 300 American professional
painters and contractors, uncovers home design
preferences including attitudes about green building
products.
"Whether staying in your current home or planning to
sell, be sure you understand your options before
starting a renovation project, " says Lisa LaPorta,
designer and host of HGTV's Designed to Sell. "Consider
the renovation an opportunity to incorporate more
earth-friendly or energy efficient materials into your
home or engage a professional."
Selling: Making an Impact
The Roller Report shows that home seekers find kitchen
design and curb appeal the most important factors when
considering new homes. Roughly three quarters (82 and 75
percent respectively) responded that these factors are
extremely or very important to their purchase decision.
"Many of my clients grow accustomed to the appearance of
their existing wallcoverings and are blown away by the
impact of a fresh coat of paint," said LaPorta.
"Repainting the kitchen or the exterior of your home in
a neutral tone makes things seem new again. When
completing a paint project, properly prime the surface
first. It enhances coverage, provides a more even
finish, allows truer color, hides stains and blocks
smoke and pet odors that may otherwise be a turnoff to
potential buyers."
Going Green: Eco-Uncertainty
Green building products like bamboo flooring and compact
fluorescent bulbs have taken the media by storm but
uncertainty and misperceptions about green design
options are prevalent for homeowners. Forty percent of
homeowners polled perceive green building products to be
too expensive or hard to find and 79 percent say they
don't know what low VOC paint and primer is.
"VOCs, or volatile organic compounds, are elements
commonly found in home building products that may be
damaging to the environment," says LaPorta. "Lower VOC
and water-based formulas may have less of an impact on
air quality and the environment."
While professionals are also still learning about green
building products, nearly half (46 percent) will use
eco-friendly options at the request of a client.
Staying: Paint the Town
The majority (71 percent) of respondents staying in
their homes this year will complete a renovation with
paint; 46 percent will upgrade with an interior paint
project and 25 percent with an exterior paint project.
The Roller Report found homeowners most often choose
clean, welcoming shades of mineral tones, neutrals and
pales in their homes (76 percent). But according to
LaPorta, they shouldn't be afraid to experiment with
bolder hues.
"If you're staying in your home, don't be afraid to play
with color," said LaPorta. "Rich, dramatic colors are
popular right now and can add style to your space. Color
is a great way to reflect your personality throughout
your home."
Survey Methodology
The KILZ brand surveyed 1,063 homeowners across the
United States and Canada (75 percent U.S. citizens and
25 percent Canadian citizens) and 300 professional
painters and contractors across the United States
through a third-party research organization in March
2008. The homeowner sampling error rate is +/-3% at the
95% level of confidence. The professional painter and
contractor sampling error rate is +/-4% at the 95% level
of confidence.
About Masterchem Industries, LLC
Masterchem Industries, founded in 1954 in St. Louis,
MO., is committed to developing, manufacturing and
marketing the highest quality and most innovative
specialty coatings available to consumers and
professional contractors. The company specializes in
architectural paints and primers as well as
waterproofers, concrete care products, applicators and
stains. Masterchem Industries' brands include KILZ(R),
KILZ 2(R), KILZ Casual Colors(R), HAMMERITE(R), Rust
Cap(R) and others.
Source: KILZ(R) Paint and Primer
CONTACT: Kelly Felter, +1-312-616-3820, kfelter@ckpr.biz,
or Anna
Erhard, +1-312-616-3836, aerhard@ckpr.biz, both of CKPR,
for KILZ(R) Paint and
Primer |
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