Builders in Non-Traditional Tile Markets Are Converting Asphalt Shingle Roofs to MonierLifetile

IRVINE, CA, Oct 02 (MARKET WIRE) --
The use of concrete roof tile is standard practice in the Sunbelt areas
of the U.S., but in most areas of the U.S. asphalt shingles are still the
most common roofing material. This trend is changing however, as
non-traditional roof tile markets are seeing the distinct advantages of
concrete roof tile versus asphalt shingles.

Asphalt shingles, with their inherently low life cycle and the negative
environmental impacts associated with the disposal of the product, are
also a petroleum-based product. Since asphalt is created from crude oil,
the cost of asphalt shingles is directly tied to that of oil and,
consequently, as oil prices rise, so do the price of asphalt shingles.
These factors, as well as the superior aesthetics of concrete roof tile,
are reasons for the increasing occurrence of asphalt to tile conversion
in many markets across the country.

Texas builders are finding that conversion from asphalt shingles to tile
is good for their business and good for the homeowners as well. Kent Key
Homes in Denton, Texas is building an all-tile subdivision of 106 homes.
They are using Tejas Espana by MonierLifetile on all of the Mediterranean
style homes.

"Potential home buyers are used to seeing asphalt shingles in Texas so the
tile roofs really draw attention and add to the appeal of our homes," said
Kent Key.

Beyond the ability of the tile to match the architecture and aesthetic
curb appeal of the homes, its longevity as compared with asphalt shingles
is a key selling point. While an asphalt shingle roof lasts maybe 20 to 30
years, a tile roof will last a lifetime. In the sometimes dramatic weather
in Texas, there are also insurance benefits due to MonierLifetile's
upgraded hail rating.

The Tuscan Hills homes built by Kent Key are also touted as "green homes."
In addition to the inherent energy efficient benefits of a tile roof, the
homes are also built with aluminum clad wood windows, solid core doors and
19 Seer air conditioning units. Kent Key Homes are so confident of the
energy savings afforded to homeowners that they promise homebuyers that
the 2300 square foot model will have a heating/cooling bill not to exceed
$78 a month and the 3500 square foot model, $117 a month.

ZK Homes in Houston, Texas was founded 4 years ago by Lee Zieben and John
Kirksey, Jr. Both Zieben and Kirskey Jr. and their families have years of
experience in the development and real estate industry, but when they
started their company they wanted to be innovators from the outset. While
asphalt shingles is the most familiar product used on homes in Texas, ZK
Homes chose to begin their company with an eco-friendly emphasis. This
means using products such as MonierLifetile, an inherently environmentally
friendly product, along with other products known for energy efficiency
such as LoE rated windows, tankless water heaters, and high Seer rated air
conditioning units.

"You see a lot of asphalt in Texas but we think that MonierLifetile
concrete roof tile adds a tasteful design element to our homes and as we
tell homeowners, it adds long-term value to their investment," said Lee
Zieben. "I've also introduced MonierLifetile to other builders who are now
using concrete tile on their projects," added Lee.

ZK Homes is doubling the size of their company each year focusing on
building semi-custom patio and townhomes as in-fill in city center areas
of Houston and Sugarland. Their flagship project is in the heart of
Sugarland -- 100 patio and town homes in the mid-$500 to 800K range. The
4-year-old company has already made its mark in the Houston area, winning
3 awards from the Greater Houston Builders Association in 2007 (Prism
Awards for Garden/Patio Home of the Year; Product Design of the Year over
$400,000; and Front Elevation of the Year -- $400,000 to $600,000).

"As our company grows, we are excited about the opportunities to further
the green building movement in the Houston area through the use of
environmentally friendly building methods that create innovative and
sustainable living spaces for our customers," said John Kirksey, Jr., ZK
Homes partner.

Media Contacts:
Shannon K. Benton
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or Lyndsey Forster
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