Independent research consulting firm, Kathy J. Speas and Associates, conducted quantitative research among consumers and builders to help determine to what extent sound control influenced homebuying decisions. After surveying consumers who had purchased homes built in 1998 or later, along with questioning homebuilders, research analyses show opportunities exist for homebuilders to offer sound control upgrades to home buyers through simple education. That's because one-third of homeowners questioned would have made different decisions about sound control in their new homes if they had been given more information.

 

"Our research demonstrates the residential consumer market for sound control is untapped, and builders could create consumer interest and demand by simply offering sound control upgrades," said Larry Gelin, research engineer in new products for Johns Manville. "Yet most builders don't offer sound control unless consumers ask for it. Building home buyer awareness of sound control and sound control insulation creates opportunities for the builder to sell upgrades and for the consumer to have a quieter, more comfortable home."

 

In fact, more than 80 percent of the builders surveyed agreed with the following two key statements:
- If consumers ask for acoustical upgrades, the builder will add them to the homes.
- If consumers were made more aware about sound control, there would be greater demand for materials that control sound.

 

Among the 17 percent of surveyed consumers who were offered sound control upgrades, a full 70 percent purchased those upgrades. Homeowners purchasing sound control upgrades were not markedly different from homeowners overall in demographics, nor were they restricted just to high-value homes. These commonalties among home buyers provide builders of homes in all price points the ability to sell sound control upgrades.

 

According to the study, because 50 percent of consumers claimed never to have thought about sound control before, builders have an incredible opportunity to not only educate home buyers, but also to increase sound insulation upgrades to those home buyers.

 

"In contrast to homebuying decisions," said Gelin, "many consumers automatically think of noise as the most important criteria when purchasing a major home appliance or an automobile."

 

Sound control in the home shouldn't be considered an inconsequential item. Eighty-five percent of homeowners surveyed are somewhat bothered by at least one of 17 common sounds included in the study. Additionally, nearly one-half are bothered very much by some sound in the home. Among the more annoying sounds: noise from appliances, water pipes and home theater systems. Other unwelcome sounds include those penetrating through walls or ceilings and floors.

 

Gelin explained, "Insulating for sound control is one new home upgrade that should be taken seriously by home buyers. Once drywall is installed, re-insulating interior walls becomes much more expensive and inconvenient. It is best to install fiber glass sound control insulation before the interior walls are finished. That's why we recommend doing it right the first time."

 

About Johns Manville
Johns Manville (NYSE:JM) is a leading manufacturer and marketer of premium-quality building products. The 143-year-old Denver-based company had sales of $2.2 billion in 1999. Johns Manville produces and markets insulation products for buildings and equipment; commercial/industrial roofing systems; and engineered products, including high-efficiency filtration media, fibers, fabric and nonwoven mats used as reinforcements in building and industrial applications. The company employs approximately 9,700 people and operates 55 manufacturing facilities in North America, Europe and China. Click on www.jm.com for additional information.