Keeping up with curb appeal

By Emma Peterson. 

How Westlake balances staying on trend while still offering timeless resilience.  

While at the 2025 International Builders Show, Heidi J. Ellsworth had the opportunity to interview Sarah Lograsso, the director of marketing and product management at Westlake Royal Building Products, to discuss their stone and roofing solutions. Sarah has over eight years of experience in this role, making her the perfect person to talk to about how Westlake is adapting their offerings to not only continue to build stronger structures, but also provide on-trend aesthetics.  

When it comes to residential construction, matching trending aesthetics is more than just preference. Curb appeal is a huge part of raising the property value of your home. In fact, a study by Sriram Villupuram, associate professor in the Department of Finance and Real Estate at The University of Texas, found that “Whether it's being viewed by a seller trying to get top dollar or an investor looking for a stable property, the outside of a home tells a story, the data shows it's a story worth about 7% of the property's value.” 

To help their customers get the most out of the property’s value, Westlake makes it a priority to be in touch with the market demand and trends. Sarah explained, “We make sure we are aggressive in following some of the trends and some of the market demand shifts. We really pride ourselves in evaluating what we're bringing to the market and constantly refreshing our color palettes making sure that what we are bringing to the market is keeping very relevant in today's design trends.” 

How do they do this? Sarah has designated specialist teams that are focused on different markets. She shared, “We have specialist product teams that are close to their unique markets and customers. They also reach out to the architectural and design community to make sure that they understand what's being asked of the market or what's needed.” 

And the best part? When you work with Westlake you know that you are not only getting up-to-trend style, but you are getting timeless resilience. As Sarah said, "We've got color at the forefront of a lot, but it’s always backed up performance. We know that consumers are more concerned than ever about putting something on their house that will protect them for a long time through extreme weather events...Our products are going to do that and leave homeowners feeling really good about the investment they are making on their home.”  

Watch the full interview to learn more about Sarah and her team’s work at Westlake!