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KILZ(R) Paint and Primer Reveals Home Remodeling Trends in Expanded Roller Report

LAS VEGAS, May 6 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

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