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Insulation & Moisture, Air & Pest Barriers

Brand Use Study for FOUNDATION WATERPROOFING

Survey Years:
Quality Rating
Awareness & Use
About the Study
FOUNDATION WATERPROOFING-2005-Quality Rating

Quality Rating

How do you rate the QUALITY of each brand you are familiar with?

Census Region
TotalNortheastMidwestSouthWest
Tuff-N-Dri4.24.14.34.44.3
Watchdog4.25.04.53.4
DryLok (Unlimited Gilsonite @4.14.04.14.33.9
Rub-R-Wall4.04.34.03.6
Ultra-Shield3.93.54.53.64.0
Polywall3.73.73.93.04.0
Mar-Flex3.64.04.03.23.5
Basement Systems3.54.04.22.53.0
House Guard 20013.44.03.0
Armtec (Platon)3.03.02.05.0
Cosella Dorken (Delta)3.03.03.03.0
Epro Services2.83.04.02.3
Sun-Flex2.83.02.34.0
Grey-Wall2.73.03.02.3
other4.74.54.55.0
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
Tuff-N-Dri4.04.44.14.3
Watchdog1.04.04.44.4
DryLok (Unlimited Gilsonite @4.04.34.14.1
Rub-R-Wall1.04.04.14.2
Ultra-Shield1.04.04.43.8
Polywall2.04.34.03.6
Mar-Flex1.04.04.33.5
Basement Systems2.54.03.83.8
House Guard 20011.03.54.0
Armtec (Platon)1.03.04.0
Cosella Dorken (Delta)1.03.04.0
Epro Services1.03.3
Sun-Flex1.04.03.0
Grey-Wall1.03.03.0
other5.04.3
Units Built
1-45-4950+
Tuff-N-Dri4.54.24.0
Watchdog4.54.24.0
DryLok (Unlimited Gilsonite @4.14.14.2
Rub-R-Wall4.63.83.0
Ultra-Shield4.03.83.8
Polywall4.03.63.8
Mar-Flex4.73.13.5
Basement Systems3.73.4
House Guard 20013.03.25.0
Armtec (Platon)5.02.03.0
Cosella Dorken (Delta)3.0
Epro Services3.02.8
Sun-Flex2.34.0
Grey-Wall3.02.33.0
other5.04.55.0
FOUNDATION WATERPROOFING-2005-Brand Familiarity
Select Detail Statistics:

Brand Familiarity

Which brands have you HEARD OF?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders (multiple answers)329.044.086.0135.064.0
DryLok (Unlimited Gilsonite @46.0%73.0%47.0%44.0%30.0%
Tuff-N-Dri32.0%48.0%41.0%27.0%19.0%
Ultra-Shield15.0%20.0%15.0%12.0%16.0%
Rub-R-Wall14.0%30.0%21.0%10.0%3.0%
Watchdog13.0%14.0%23.0%10.0%3.0%
Polywall12.0%11.0%21.0%8.0%6.0%
Mar-Flex10.0%9.0%12.0%10.0%8.0%
Basement Systems9.0%14.0%16.0%6.0%3.0%
Grey-Wall6.0%9.0%6.0%7.0%5.0%
House Guard 20016.0%7.0%8.0%6.0%3.0%
Sun-Flex6.0%5.0%7.0%7.0%2.0%
Armtec (Platon)5.0%7.0%5.0%6.0%3.0%
Cosella Dorken (Delta)4.0%7.0%1.0%6.0%3.0%
Epro Services4.0%7.0%3.0%5.0%0.0%
other4.0%2.0%2.0%5.0%5.0%
indicated at least one70.0%89.0%83.0%62.0%55.0%
no answer22.0%9.0%14.0%29.0%27.0%
none9.0%2.0%3.0%9.0%19.0%
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders (multiple answers)13.061.0117.0128.0
DryLok (Unlimited Gilsonite @62.0%41.0%43.0%49.0
Tuff-N-Dri23.0%20.0%35.0%38.0
Ultra-Shield15.0%13.0%16.0%15.0
Rub-R-Wall8.0%10.0%17.0%16.0
Watchdog15.0%5.0%12.0%18.0
Polywall23.0%11.0%11.0%12.0
Mar-Flex8.0%2.0%12.0%12.0
Basement Systems23.0%5.0%12.0%7.0
Grey-Wall15.0%0.0%8.0%7.0
House Guard 20018.0%2.0%8.0%7.0
Sun-Flex8.0%2.0%8.0%5.0
Armtec (Platon)15.0%2.0%7.0%5.0
Cosella Dorken (Delta)8.0%2.0%5.0%4.0
Epro Services8.0%0.0%5.0%5.0
other8.0%0.0%7.0%3.0
indicated at least one85.0%61.0%74.0%70.0
no answer15.0%31.0%18.0%21.0
none0.0%8.0%9.0%9.0
Units Built
1-45-4950+
base: BUILDER builders (multiple answers)108.0163.053.0
DryLok (Unlimited Gilsonite @51.0%45.0%38.0%
Tuff-N-Dri27.0%33.0%42.0%
Ultra-Shield16.0%13.0%19.0%
Rub-R-Wall14.0%16.0%11.0%
Watchdog12.0%14.0%11.0%
Polywall8.0%13.0%15.0%
Mar-Flex8.0%9.0%15.0%
Basement Systems12.0%9.0%4.0%
Grey-Wall6.0%7.0%4.0%
House Guard 20016.0%6.0%8.0%
Sun-Flex6.0%6.0%4.0%
Armtec (Platon)7.0%4.0%6.0%
Cosella Dorken (Delta)4.0%5.0%4.0%
Epro Services5.0%4.0%4.0%
other1.0%6.0%6.0%
indicated at least one70.0%72.0%64.0%
no answer17.0%23.0%28.0%
none13.0%6.0%8.0%

Bases for Quality Rating

What are the BASES FOR QUALITY RATING?

Census Region
TotalNortheastMidwestSouthWest
DryLok (Unlimited Gilsonite @68.022.014.024.08.0
Tuff-N-Dri45.011.016.014.04.0
Rub-R-Wall22.08.09.05.00.0
Ultra-Shield21.04.04.07.06.0
Polywall16.03.09.03.01.0
Watchdog16.01.010.05.00.0
Basement Systems13.03.05.04.01.0
Mar-Flex12.01.04.05.02.0
House Guard 20017.00.03.04.00.0
Grey-Wall6.01.02.03.00.0
Cosella Dorken (Delta)5.01.00.03.01.0
Epro Services5.01.01.03.00.0
Sun-Flex5.00.01.03.01.0
Armtec (Platon)4.00.01.02.01.0
other6.00.02.02.02.0
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
DryLok (Unlimited Gilsonite @4.07.028.028.0
Tuff-N-Dri2.05.013.025.0
Rub-R-Wall1.03.07.011.0
Ultra-Shield1.05.05.010.0
Polywall2.04.05.05.0
Watchdog1.01.05.09.0
Basement Systems2.01.05.04.0
Mar-Flex1.01.04.06.0
House Guard 20011.00.02.04.0
Grey-Wall1.00.02.03.0
Cosella Dorken (Delta)1.00.01.02.0
Epro Services1.00.00.04.0
Sun-Flex1.00.01.02.0
Armtec (Platon)1.00.01.02.0
other0.00.03.03.0
Units Built
1-45-4950+
DryLok (Unlimited Gilsonite @24.034.010.0
Tuff-N-Dri11.025.09.0
Rub-R-Wall8.012.02.0
Ultra-Shield5.010.06.0
Polywall3.09.04.0
Watchdog2.012.02.0
Basement Systems7.05.00.0
Mar-Flex3.07.02.0
House Guard 20011.05.01.0
Grey-Wall2.03.01.0
Cosella Dorken (Delta)0.05.00.0
Epro Services1.04.00.0
Sun-Flex0.03.01.0
Armtec (Platon)1.02.01.0
other1.04.01.0

Brands Used the Most

Which brand(s) does your firm USE THE MOST?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders (multiple answers)329.044.086.0135.064.0
did not indicate used most41.0%55.0%43.0%39.0%33.0%
DryLok (Unlimited Gilsonite @9.0%14.0%7.0%10.0%6.0%
Tuff-N-Dri6.0%9.0%8.0%6.0%3.0%
Watchdog3.0%2.0%9.0%1.0%0.0%
Mar-Flex2.0%2.0%2.0%1.0%0.0%
Polywall2.0%2.0%3.0%0.0%2.0%
Rub-R-Wall2.0%9.0%2.0%1.0%0.0%
Ultra-Shield2.0%2.0%3.0%2.0%2.0%
Basement Systems1.0%2.0%1.0%0.0%0.0%
House Guard 20011.0%0.0%2.0%1.0%0.0%
Armtec (Platon)0.0%0.0%0.0%0.0%0.0%
Cosella Dorken (Delta)0.0%0.0%0.0%1.0%0.0%
Epro Services0.0%0.0%1.0%0.0%0.0%
Grey-Wall0.0%0.0%0.0%0.0%0.0%
Sun-Flex0.0%0.0%0.0%0.0%0.0%
other2.0%0.0%2.0%1.0%5.0%
indicated at least one26.0%34.0%37.0%21.0%17.0%
none19.0%7.0%9.0%22.0%31.0%
no answer14.0%5.0%10.0%18.0%19.0%
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders (multiple answers)13.061.0117.0128.0
did not indicate used most46.0%39.0%44.0%38.0
DryLok (Unlimited Gilsonite @23.0%5.0%9.0%9.0
Tuff-N-Dri0.0%7.0%5.0%9.0
Watchdog0.0%0.0%3.0%5.0
Mar-Flex0.0%2.0%2.0%2.0
Polywall0.0%3.0%2.0%1.0
Rub-R-Wall0.0%3.0%1.0%4.0
Ultra-Shield0.0%2.0%3.0%3.0
Basement Systems8.0%2.0%0.0%0.0
House Guard 20010.0%0.0%1.0%2.0
Armtec (Platon)0.0%0.0%0.0%0.0
Cosella Dorken (Delta)0.0%0.0%0.0%1.0
Epro Services0.0%0.0%0.0%1.0
Grey-Wall0.0%0.0%0.0%0.0
Sun-Flex0.0%0.0%0.0%0.0
other8.0%0.0%3.0%2.0
indicated at least one38.0%20.0%26.0%30.0
none0.0%21.0%18.0%18.0
no answer15.0%20.0%11.0%15.0
Units Built
1-45-4950+
base: BUILDER builders (multiple answers)108.0163.053.0
did not indicate used most47.0%38.0%38.0%
DryLok (Unlimited Gilsonite @7.0%9.0%11.0%
Tuff-N-Dri5.0%7.0%9.0%
Watchdog2.0%4.0%2.0%
Mar-Flex2.0%2.0%0.0%
Polywall2.0%1.0%2.0%
Rub-R-Wall3.0%2.0%2.0%
Ultra-Shield1.0%2.0%6.0%
Basement Systems1.0%1.0%0.0%
House Guard 20010.0%1.0%2.0%
Armtec (Platon)0.0%0.0%0.0%
Cosella Dorken (Delta)0.0%1.0%0.0%
Epro Services0.0%1.0%0.0%
Grey-Wall0.0%0.0%0.0%
Sun-Flex0.0%0.0%0.0%
other0.0%4.0%2.0%
indicated at least one20.0%31.0%25.0%
none21.0%15.0%23.0%
no answer11.0%16.0%15.0%

Brands Used in Past 2 Years

Which brands has your firm USED IN THE PAST 2 YEARS in the homes you've built (including brands you subcontracted with others to install)?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders (multiple answers)329.044.086.0135.064.0
did not indicate used in past 2 years24.0%23.0%22.0%27.0%22.0%
DryLok (Unlimited Gilsonite @21.0%48.0%17.0%18.0%13.0%
Tuff-N-Dri15.0%20.0%21.0%12.0%8.0%
Rub-R-Wall6.0%20.0%9.0%2.0%2.0%
Ultra-Shield5.0%9.0%5.0%3.0%6.0%
Watchdog5.0%5.0%13.0%1.0%0.0%
Polywall4.0%5.0%12.0%0.0%2.0%
Basement Systems3.0%7.0%7.0%1.0%0.0%
Grey-Wall2.0%2.0%3.0%1.0%2.0%
House Guard 20012.0%0.0%3.0%1.0%2.0%
Mar-Flex2.0%2.0%3.0%1.0%2.0%
Armtec (Platon)1.0%2.0%1.0%0.0%2.0%
Epro Services1.0%2.0%1.0%0.0%0.0%
Sun-Flex1.0%0.0%0.0%1.0%2.0%
Cosella Dorken (Delta)0.0%0.0%0.0%1.0%0.0%
other2.0%0.0%2.0%2.0%5.0%
indicated at least one43.0%66.0%58.0%33.0%30.0%
no answer21.0%9.0%14.0%27.0%23.0%
none12.0%2.0%6.0%13.0%25.0%
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders (multiple answers)13.061.0117.0128.0
did not indicate used in past 2 years46.0%23.0%26.0%22.0
DryLok (Unlimited Gilsonite @31.0%13.0%22.0%23.0
Tuff-N-Dri8.0%11.0%17.0%16.0
Rub-R-Wall0.0%5.0%8.0%7.0
Ultra-Shield0.0%8.0%3.0%5.0
Watchdog0.0%2.0%5.0%6.0
Polywall0.0%7.0%4.0%3.0
Basement Systems8.0%3.0%4.0%2.0
Grey-Wall0.0%0.0%3.0%2.0
House Guard 20010.0%0.0%3.0%2.0
Mar-Flex0.0%2.0%3.0%2.0
Armtec (Platon)0.0%0.0%1.0%2.0
Epro Services0.0%0.0%0.0%2.0
Sun-Flex0.0%0.0%1.0%0.0
Cosella Dorken (Delta)0.0%0.0%0.0%1.0
other8.0%0.0%3.0%2.0
indicated at least one38.0%36.0%46.0%45.0
no answer15.0%31.0%15.0%20.0
none0.0%10.0%13.0%13.0
Units Built
1-45-4950+
base: BUILDER builders (multiple answers)108.0163.053.0
did not indicate used in past 2 years28.0%25.0%15.0%
DryLok (Unlimited Gilsonite @22.0%20.0%23.0%
Tuff-N-Dri10.0%15.0%25.0%
Rub-R-Wall8.0%6.0%6.0%
Ultra-Shield5.0%5.0%6.0%
Watchdog3.0%6.0%6.0%
Polywall3.0%3.0%9.0%
Basement Systems6.0%2.0%0.0%
Grey-Wall2.0%1.0%4.0%
House Guard 20011.0%1.0%4.0%
Mar-Flex3.0%2.0%2.0%
Armtec (Platon)2.0%0.0%2.0%
Epro Services1.0%1.0%0.0%
Sun-Flex0.0%0.0%2.0%
Cosella Dorken (Delta)0.0%1.0%0.0%
other1.0%4.0%2.0%
indicated at least one40.0%44.0%49.0%
no answer17.0%21.0%25.0%
none16.0%9.0%11.0%
Purpose

The findings cited in this report are based on a survey sponsored by Hanley-Wood, LLC, on behalf of their publication, BUILDER.

The purpose of this research project was to provide the editors and advertisers with a profile of the brands used by builders in the BUILDER audience. Specific areas of inquiry included:

  • The number and average sale price of residential units built by respondents' firms in 2004.
  • Respondents' familiarity with, use of, and opinions about brands in 69 product categories.
  • The one brand within each category respondents feel is best at communicating with them.
Method

The survey sample of 6,250 was selected in systematic fashion by Palm Coast Data, Inc., and Readex from BUILDER's domestic, qualified "builder" circulation of approximately 125,000 recipients at the time of sample selection.

Five versions of an 8-page questionnaire were designed jointly by BUILDER and Readex. Each version contained two questions common to all versions, with the remaining brand-specific questions unique to each.

Data was collected via mail survey from October 18 to December 11, 2000. To ensure the value of this brand use data to manufacturers, the findings cited in this report are based on the 2,247 respondents who indicated their firms built residential units in 2000 (36% of the survey sample).

The margin of error for percentages based on all 2,247 usable responses is ±2.0% at the 95% confidence level. The margin of error for percentages based on smaller sample sizes—census regions, for example— will be larger.