By DaVinci Roofscapes.

Upselling composite roofing.

What’s the best return on investment you can offer your customers on a roof? A lifetime warranty? Promise of low maintenance? Peace of mind against storm damage? What about fire, hail and wind resistance?

Return on investment in roofing isn’t always about the upfront sales number. For many homeowners, it shows up over time --- in fewer repairs, insurance considerations and the confidence that the roof can handle day-to-day, real world events.

Watch this short video as roofers across the nation explain how they’re upselling composite roofing from DaVinci Roofscapes to homeowners who want to invest in their future.

“The ROI on this DaVinci roof for this homeowner is going to raise the property value a lot. If they’re ever looking to sell, they’re really going to have a roof that will last a lifetime.  
     - Louie Echeverria, Final Touch Construction & Design

“You can’t bring a dollar amount to peace of mind.” 
     - Eliot Emann, Washington Roofing & Construction

By DaVinci Roofscapes. 

Grow your business with composite roofing.

The type of roofing product you work with determines the types of projects your company can tackle. Not every roofing product helps a contractor grow in the same way.

It’s been the experience of many seasoned roofing contractors that DaVinci® Roofscapes supports their long term business growth by opening doors to more complex projects, higher end neighborhoods, insurance driven replacements and architect specified work. DaVinci makes it possible to take on projects traditional materials can’t — whether due to weight limitations, performance requirements or long term durability expectations. That access changes the type of customers they serve and the referral networks that follow.

“DaVinci has changed our business because their roofs hold up to the hail, heavy winds, blizzards and severe weather conditions we experience in the Omaha area,” says Trent Lovewell with Weatherguard Inc. (THE ROOFEREES). Our business has grown 20-, 30-, 40% a year in residential neighborhoods due to the fact that DaVinci can outlast all the other products.”

Building your business

DaVinci also touches on why performance details matter at a business level — from impact, fire and wind ratings to material consistency and long term appearance — and how those details build trust with homeowners, insurers, architects and HOAs. This is for building product professionals who think beyond short term installs and understand that the right product can quietly shape the future of their business.

“DaVinci products helped build our business by getting us into the right neighborhoods and getting us into the referral tree of those higher end neighborhoods that people want that beautiful aesthetics,” says Jake Daniels, owner of Classic Construction & Consulting. “Secondly, it’s helped us in the insurance side. When you’re talking about replacing real slate and cedar shakes. The insurance companies have come to trust us as experts that can come in and install this DaVinci product and help all parties involved.”

Watch this short video as roofers across the nation explain how they’re building their business with DaVinci Roofscapes.

Homeowners are embracing bold roofing choices, including onyx black, deep navy and burgundy, while multi-tonal color blends and textured roofing designs continue to outperform flat, monochromatic looks.

The roof is one of the most dominant, visible elements of the home, so its color makes both a first impression and a statement. Since roofing can’t be switched out on a whim, it’s not subject to color trend shifts as frequently as other areas of the interior and exterior, but preferences do evolve over time as a reflection of times and tastes.

So, what roofing colors are gaining momentum this year and which are beginning to fade? DaVinci Roofscapes®, a division of Westlake Royal Building Products™ (Westlake Royal), a Westlake company, checked in with international color expert Kate Smith of Sensational Color to uncover what colors she expects will grow and decline in popularity.

1. Nature-inspired greens

In what Smith calls “a major breakthrough,” tastes are moving away from the gray-dominated market of recent years to forest greens and sage greens. Mirroring broader home exterior trends, this shift reflects consumers’ growing desire to create harmonious connections with natural landscapes.

2. The evolution of gray

Gray still has a place, but in new ways. “Homeowners are moving away from the ‘Builder Gray’ that dominated the 2010s, and blue-based grays are reading as cold, flat and dated,” Smith said. Instead, charcoal and ultra-deep grays are replacing lighter grays as the dominant neutral tone. Meanwhile, warmer-tone grays provide an alternative to cool blue-grays like pewters or grays with purple undertones.

3. Warm, rich hues

Depth and warmth are dominant features among both neutral and earth tones. Very light or bright traditional colors have fallen out of favor, and standard beiges and tans are losing ground to deeper, richer options, such as rustic brown-gray blends. Weathered wood, chocolate brown and deep brown are replacing light brown. For those still wanting something lighter, muted browns like driftwood bring a sophisticated, minimal appearance.

4. Bold colors

Many homeowners are seeking distinctive character to set their homes apart, and they aren’t afraid to go dark to do it. Midnight and onyx blacks are increasingly popular for modern aesthetics. Deep navy is gaining acceptance for those who want drama and depth without the heaviness of pure black and burgundy/red tones are also popular.

5. Visual texture is in

Monochromatic roofs without dimension or texture are declining in popularity. Instead, homeowners are turning to architectural blends with multiple tones that add visual interest from every angle.

Designers, contractors and consumers can see how these colors and other trends look on their own projects by using Westlake Royal’s Design Canvas™ tool.

To learn more about DaVinci Roofscapes composite roofing, visit the DaVinci Roofscapes web page.

About DaVinci® Roofscapes

Industry-leading DaVinci Roofscapes captures the authentic look of real cedar shake and natural slate in each of their composite roofing tiles. Made of virgin resins, UV and thermal stabilizer, plus a highly specialized fire retardant, each tile resists impact, fire and severe weather. They also defy insects, rotting, fading and splitting. Available in dozens of colors, the composite tiles are backed by a Lifetime Limited Material Warranty. DaVinci Roofscapes is a brand of Westlake Royal Building Products™.

By Kate Smith, Sensational Color.

Start your customer’s colorful roofing exploration with the free Design Tool that allows them to “try on” different composite slate and shake roofs onto their home or sample homes.

Most roofing color decisions come down to picking one color and living with it. But some of the most striking roofs on the market aren't one color at all — they're built from several, blended so the color shifts depending on the light, the distance and the angle you're standing at. 

Done right, a multi-colored composite roof adds depth no solid color can match. Done wrong, it looks busy or dates fast. The difference usually comes down to which kind of multi-color is choosen, and why.

A blend that ages the way real cedar does

DaVinci's Nature Crafted Collection takes a different approach to multi-color than a typical blended shingle. Rather than combining colors for visual interest, it recreates the progressive aging process cedar shake goes through as it weathers: 

• The reddish burn of early transition, 
• The greenish cast moss and lichen leave behind, 
• The deep grays and browns that show up after years of moisture exposure. 

Real cedar earns that patina by breaking down. DaVinci Roofscape's proprietary coloring process reproduces the look without the rot, splitting or structural failure that comes with it.

Three original colors anchor the DaVinci Nature Crafted Collection. 

	Aged Cedar captures the early burnt-reddish transition.	Mossy Cedar carries the damp, greenish tone moss and lichen leave on a weathering roof.	Black Oak goes furthest, reproducing the years of moisture, mold and decay of the darkest aging stage.

None of the three reads as a single flat color up close. DaVinci describes the shingles as "consistently inconsistent," the same kind of unevenness nature produces on its own.

Two new shake colors: Timber Black and Blonde Cedar

DaVinci has added two shake colors to the collection of composite roofing tiles, each at opposite ends of the spectrum. 

	Timber Black takes its cue from the rustic black cedar trees found in the eastern forests of North America — deep grays and charcoal-black tones that mimic the natural oils and tannins that darken cedar wood on contact with moisture.	Blonde Cedar goes the other direction: tan, beige and warm brown in grain patterns that replicate sun-kissed, freshly cut cedar, with enough golden luster to read as light and current rather than aged.

Both colors are available in Select Shake, Single-Width Shake and Multi-Width Shake, and both carry the Class A fire rating, Class 4 impact rating and 110-mph wind rating standard to DaVinci's shake products.

Two new slate colors: Rock Ridge and Aurora

The Nature Crafted Collection's newest composite slate additions draw on quarry geology rather than wood.

	Rock Ridge blends dark gray and black to mirror the iron sulfide, graphite and carbon minerals found in slate quarried in Vermont and New York — the same minerals responsible for the natural range from cool black to warm brownish gray in real slate. It suits Colonial, Federal, Victorian, Greek Revival and other traditional revival styles.	Aurora takes its name and its palette from the Northern Lights, merging muted plum, brown and mossy gray green in a soft, mottled blend inspired by slate quarried in Vermont. It leans toward Old World, Tudor and modern farmhouse homes, and works especially well on historical renovations aiming for the feel of 1900s architecture.

Other paths to a multi-colored roof

The Nature Crafted Collection isn't the only route to offering your customers a multi-colored composite roof. It's one of five.

Dimensional and architectural shingles create subtle tonal variation without an aging story behind them. European, for example, blends light and dark grays with a warm maroon accent tile across a time-honored palette that reads as classic rather than busy.

Blended colors take a quieter approach: several similar-toned colors combined so the roof looks solid from a distance and reveals depth up close. 

• Brownstone combines brown and gray-brown tones, with color that shifts subtly from tile to tile for added dimension.
• Aberdeen goes further: grays, greens and muted earth tones blended so no single color dominates, which is part of why it pairs so easily with brick and stonework.

Historical restoration is its own category. Victorian and Queen Anne homes often wore genuinely multicolored roofs and restoring that look can be architecturally appropriate rather than showy. Vineyard fits here: warm accent hues set against a cool gray body, with enough contrast to read as intentional rather than random.

Complex rooflines — homes with varied pitches, turrets, or multiple planes — can also carry a material or color shift between sections, letting the architecture itself justify the change.

And mixed materials are trending in farmhouse and modern-rustic builds: a colorful primary roof paired with metal accents on dormers, porches, or accent gables.

Which approach fits

For homeowners drawn to a roof with a story — one that looks like it earned its color rather than had it applied — the Nature Crafted Collection from DaVinci Roofscapes is the strongest option, especially now that it spans both composite shake and slate synthetic roofing tiles. 

For homes with more traditional architecture, a blended color like Brownstone or Aberdeen delivers depth without asking the house to make a design statement. And for the rare home built for it — a genuine Victorian, a home with a complex roofline — a bolder multi-color treatment can be the right call.

Whichever direction a homeowner leans, seeing a full-size sample panel in their own light before committing is essential. Multi-color blends read differently under overcast skies than direct sun, and the tile that looked perfect on a showroom board doesn't always match what goes up on the roof.

Start your customer’s colorful roofing exploration with the free Design Tool that allows them to “try on” different composite slate and shake roofs onto their home or sample homes. This can launch them on their multi-color roofing journey.

DaVinci Multi-Width Slate tiles emulate the color and texture of natural slate while providing impact resistance, light weight and fade resistance.

DaVinci Roofscapes, part of Westlake Royal Building Products™, a Westlake company (NYSE: WLK), is expanding the color options for its Multi-Width Slate profile with the additions of Aurora and Rock Ridge. Previously available only in the Single-Width Slate profile, the extension responds directly to customer demand for additional options in the popular two colors.

Aurora and Rock Ridge are both part of DaVinci’s Nature Crafted Collection™:

• Aurora: like its namesake Aurora Borealis, Aurora elegantly combines soft mottled greens and purples. This sophisticated yet timeless hue is well-suited for historical renovations, including Old World, Colonial, Tudor, Modern Farmhouse and Mansard.
• Rock Ridge: blends of dark grays and blacks emulate the iron sulfide, graphite and carbon found in quarried slate from New York and Vermont. The effect is authentic as it is dramatic. Rock Ridge is ideal for Colonial, Federal, Victorian, Greek Revival, Neoclassical and Revival homes.

“Aurora and Rock Ridge combine the elegance and natural color variation of slate with the durability and long-term performance of our trusted composite, so it’s no surprise customers have responded so positively since their launch last year, based on feedback our sales team received from roofing contractors and property owners,” said Eric Miller, vice president of sales for Westlake Royal Building Products’ stone and roofing solutions brands. “, we’re pleased to expand these two popular colors from Single-Width Slate into our Multi-Width Slate offering, giving pros and homeowners even more design versatility.”

Made with virgin resins, UV and thermal stabilizers and a highly specialized fire retardant, DaVinci Roofscapes’ Multi-Width Slate composite tiles capture the beauty of natural slate without many of its common challenges. Unlike natural slate and shake which can be heavy and prone to breakage, DaVinci tiles are lightweight, impact resistant and engineered for long-lasting performance and carry a Lifetime Limited Material Warranty.

To learn more, visit DaVinci Roofscapes' Multi-Width Slate product page.

About DaVinci Roofscapes

Industry-leading DaVinci Roofscapes captures the authentic look of real cedar shake and natural slate in each of their composite roofing tiles. Made of virgin resins, UV and thermal stabilizer, plus a highly specialized fire retardant, each tile resists impact, fire and severe weather. They also defy insects, rotting, fading and splitting. Available in dozens of colors, the composite tiles are backed by a Lifetime Limited Material Warranty. DaVinci Roofscapes is a brand of Westlake Royal Building Products™.

About Westlake Royal Building Products

Westlake Royal Building Products USA Inc., a Westlake company (NYSE:WLK), is a leader throughout North America in the innovation, design and production of a broad and diverse range of exterior and interior building products, including siding and accessories, trim and mouldings, roofing, stone, windows and outdoor living. Westlake Royal Building Products manufactures high quality, low maintenance products to meet the specifications and needs of building professionals, homeowners, architects, engineers and distributors, while providing stunning curb appeal with an unmatched array of colors, styles and accessories. For more information, please visit WestlakeRoyalBuildingProducts.com.

By Emma Peterson. 

How Newpoint™ Concrete Roof Tiles deliver durability, efficiency and style in the face of heat, humidity and hurricanes. 

The climate of Florida presents a unique challenge for roofers. From salty seawater spray and consistent moisture to humidity and extreme UV exposure that gives the state its moniker, residents can’t use just any roofing material. Which is why Westlake Royal Building Products launched their Newpoint™ Concrete Roof Tiles, designed with challenging climates in mind.  

Newpoint roofs deliver unmatched peace of mind for homeowners living in places with climates, like Florida. The tiles not only come with a Class 4 impact resistance and a Class A fire rating but are certified for even the most extreme wind zones. The result? When you install a Newpoint roof, you can be confident that you are delivering peace of mind and safety to your customers. Additionally, these tiles are naturally resistant to things like rot, insects and UV damage. With a Newpoint concrete roof, homeowners can trust that they’ll get lasting strength and energy efficiency that keeps homes more comfortable with lower maintenance requirements.  

And the best part? Your customers don’t have to sacrifice aesthetics in favor of incredible durability. Westlake’s team knows how important curb appeal is to the value of a home, and that good curb appeal is created through a combination of architecture and exterior finishes. Subsequently, Newpoint tiles come in a wide variety of color blends that allow your customers to design a roof that fits their neighborhood and their preferences. 

For the Floridian market in particular, the Westlake team just announced four unique tile color blends for the Newpoint line:  

• Tidalwood Blend: A natural mix of tan and brown tones inspired by stone that provides unmatched depth. 
• Cypress Bay Blend: The color blend's rich brown palette creates a warm, grounded character creating a timeless look.  
• Smoky Bay Blend: Muted grays layered over deep browns create a weathered, stone-like effect perfect for a more modern aesthetic. 
• Coastal Dune: Has a soft, sandy tone that creates a stunning, sun-washed look perfectly suited for bright Florida environments. 

The development of these four colors allows Florida professionals to give their customers more ways to customize their home without compromising the crucial performance factors a roof needs to withstand the local climate challenges. Newpoint Concrete Roof Tiles are yet another testiment of Westlake’s dedication to blending timeless style, regional relevance, and dependable concrete tile performance. 

Learn more at www.westlakeroyalbuildingproducts.com/roofing/newpoint. 

By Emma Peterson. 

How upselling your customers with premium products can help them spend their money smarter. 

When we hear the term upselling, often it conjures an image of a salesperson who pressures you and won’t take no for an answer. But this negative connotation does not fully encapsulate what upselling is. To learn more about upselling and how it can help customers get higher-quality and longer-lasting solutions, Heidi J. Ellsworth hosted Mike Vaughn of Westlake Royal Roofing Solutions’ DaVinci Roofscapes, Jake Daniels of Classic Construction & Consulting, Cody Raymond of Westlake’s Unified Steel and Austin Davis of The Roofing Center for an episode of Roofing Road Trips®. 

Upselling at its core is the process of selling a customer a higher-value, more premium product than they walked in thinking they were going to purchase. A big reason those car salespeople try to upsell their customers through pressure is because it can lead to more revenue. But there are other reasons salespeople upsell their customers that are not tied to profits. Austin shared his team’s philosophy on upselling:  

My team, we view our role as an educator. We enter every customer conversation with the goal of finding out what the homeowner needs out of their roof. And a lot of the times we see people looking for durability and savings. And from there, we try to educate them on how investing in premium products, like DaVinci and Unified Steel can help them get to those goals.  

Cody added, “The perspective of being an educator is huge, because homeowners don’t know all the details. They don’t realize that premium products like DaVinci and Unified Steel might be more expensive now, but over the course of the roof’s lifespan they’ll actually save them money.” 

How does investing more in a premium roof save you money? Mike explained:  

When we're talking about Unified Steel and DaVinci, aesthetics really stands out. These products make buildings look really fantastic, which raises property values. And they are also really durable and quite low maintenance... So not only does this mean you get peace of mind with these products, a lot of homeowners get savings related to their insurance premiums. Further, these roofs last longer than asphalt’s typical 20-year lifespan, meaning you have to pay for fewer roof replacements overall. 

At the end of the day, Jake put it best when he said: “Unified Steel and DaVinci products create beautiful, long-lasting, bulletproof roofs.” 

Want to learn more about the value of selling premium products? Listen to the whole episode or Watch the recording!

By Emma Peterson. 

Industry experts break down how innovation and awareness are gaining polymeric roofing traction across the industry. 

Recently, the polymeric roofing market has been growing in popularity. To talk about the momentum behind these products, Megan Ellsworth hosted Dylan Faust, Zach Stopyro and Thomas Knuckey for an episode of Roofing Road Trips®. Dylan is the technical service manager at EcoStar, Zach is the director of technical services and installation Westlake Royal Roofing Solutions, Thomas is the director of product management at Brava Roof Tile and all three of them are members of the Polymeric Exterior Products Association (PEPA). 

When asked about the rise of polymeric products in the roofing industry, Zach started by sharing some background about the history of polymeric roofing products:  

Years ago, when they first were released, many polymeric products were much higher priced than more mainstream products. The cost was what always drove people away from those products. And slowly that gap has closed a little more. Also, technology has gotten a lot better, building manufacturing has gotten a lot better, so polymeric is able to be made much better and much quicker, which helps close that gap. 

In addition to the price of polymeric becoming much more competitive these days, there has also been a lot of work done to raise awareness of polymeric as an option. Dylan explained, “Polymeric has been around since the nineties, but a lot of people don't know about it and don’t understand how polymeric products are going to perform compared to more well-known materials, like slate, shake and concrete. So a lot of what we’re seeing as a rise in popularity right now is just a rise of awareness.”  

And a lot of the rise in awareness of polymeric can be credited to the work of organizations like PEPA. Thomas explained:  

PEPA’s work is three-tiered. First, it's focused on expanding the synthetic or composite market that we're all in through codes and testing standards and development. The second tier is education and workforce development; so really focused on preparing a workforce on what it takes to install and work with polymeric products. And then the third tier is fostering innovation and building community. And that’s focused on continuing to pick momentum up and really raising awareness so that this niche keeps moving into a mainstream solution. 

Want to learn more about the rise of polymeric roofing products and PEPA’s role in that? Listen to the whole episode!

By DaVinci Roofscapes.

How synthetic slate and shake tiles build roofing sales.

During a time when closing consumer sales is tougher than ever, learn how leading roofers nationwide rely on composite roofing to help build business for their companies. Listen to the insights from award-winning roofers as they explain how DaVinci® Roofscapes products have helped increase sales for their companies.

"We install DaVinci roofing full time during the roofing season. Focusing on this composite product has increased our business tremendously over the years. DaVinci has the staying power in the composite roofing market and the quality is second to none. I can only sell a product that I know is top notch. I have a DaVinci roof on my own home. That says it all."

— Jason Chase, JnJ Restoration

"DaVinci products are a game-changer for our sales because they meet the high standards our customers expect. Homeowners are drawn to the combination of beauty, durability and low maintenance that DaVinci offers. This makes it an easy sell for our team.

The wide variety of styles and colors from DaVinci allows us to cater to diverse customer preferences, while the strong warranty and proven performance give clients peace of mind. This confidence in the product translates directly into more closed deals and increased referrals, as satisfied customers share their positive experiences with friends and neighbors. Ultimately, offering DaVinci has enhanced our reputation as a company that delivers premium solutions.”

— Scott Odom, Oconee Designer Roofing

"DaVinci products appeal to customers wanting a premium, low-maintenance roofing solution. The company’s extensive color palette and customization options allow us to cater to a wide range of architectural styles, making it easier to close deals with homeowners seeking both performance and curb appeal. The brand’s reputation also instills confidence in our customers."

— Chris Paulus, Shake Guys

"When you show a customer a photo of a DaVinci job, even if composite roofing is not being used for a particular job, it shows a high level of craftsmanship. This has helped us land higher-end projects across the board.”

— Jason Totin, Totin Too, LLC

"Being able to showcase some of these products and projects to customers both wanting DaVinci, or just wanting a standard asphalt shingle, allows us to show off the quality workmanship our crews can perform. It is always nice to be able to talk to customers needing any product about our ability to install a high-end product like DaVinci."

— Ryan Lephart, Great Roofing and Restoration

"DaVinci has maintained a strong relationship with Allstar for decades. This allows us to remain very familiar with their products and know what it takes to ensure a successful installation that keeps our clients satisfied. Since a large portion of our business comes from word-of-mouth referrals, this partnership allows us to make a lasting impression with our clients’ friends and family when they see the quality of our completed projects."

— Nate Limerick, Allstar Construction

By Emma Peterson. 

The critical role of metal roofing in designing homes to withstand wildfires. 

As we enter wildfire season, creating more resilient homes and structures is top of mind for many people across the country. To learn more about the role of roofing in designing buildings that can withstand fires, Karen Edwards hosted Tim Brown of Westlake Royal Building Products and Josh Smith of J.N. Davis Roofing for an episode of Roofing Road Trips®. 

One of the biggest ways that flames spread during a wildfire is through embers getting carried on the wind to new areas – like the roof of a home. Tim elaborated:  

The reality of wildfires today, like the Altadena and Pacific Palisades fires, is that they create a firestorm from high winds. And in the face of a firestorm, a classic asphalt shingle roof often starts lifting. And if those shingles lift, embers that are carried on the wind are able to get inside the sheathing of a roof. And from there, the home is just tinder. 

The best way to avoid this is by using roofing materials that don’t let the embers enter the building envelope in the first place. Materials like Westlake’s Unified Steel Stone Coated Roofing. Tim explained, “Metal roofing locks on all four sides and something like stone coated steel will not allow embers to enter the structure. I'm not going to tell you that there are no homes with stone-coated steel roofs that burn, but usually it's due to a broken window or other ways. Not through the roof.”  

The powerful protection of stone-coated steel roofing in the face of fire is something that Josh has seen firsthand:  

We had a customer that we put a stone-coated steel roof on for back in 2015 or 2016. And that home’s in Altadena on top of the hill. And when the fire hit, their neighbor's house right above them was one of the first houses on the hillside that caught fire. And what’s really impressive is, even with wind blowing that fire towards our customer’s stone-coated steel roof, was that the steel profile of her roof was fine. Things like her aluminum gutters melted, and there was a 100 to 200 square foot section of the roof where the granular is burned off, but the roof itself was still there. 

This is just one example of many cases where metal roofing has saved homes. In fact, Tim shared a bit about some studies Westlake has performed related to fire-resilience and their stone-coated steel roofing, sharing, “ We've got case studies where we'll do aerial photos in areas of the big fires that happened in Southern California, there will be 50 homes that survived and probably 35 of those homes have stone-coated steel roofs on them. And it really goes back to the fact that stone-coated steel stops the infiltration of embers much better than anything else.” 

Listen to the whole conversation or Watch the episode to learn more about building roofs to withstand wildfires.