Like it or not, looks trump energy-efficiency in most markets as homeowners’ top-line concern when looking to install a new roof. That’s giving dealers an opportunity to upsell as product makers apply bolder color blends to resilient materials, offering consumers the look of products such as wood shakes or slate tiles without the extra maintenance—and, increasingly, with the added bonus of built-in reflective solar technology. “I don’t even offer a standard three-tab shingle anymore,” says New Jersey roofing contractor Dean Mainardi. “Everything I offer is a dimensional shingle or a designer shingle.” Here’s what the latest round of roofing-product development is bringing to the shingle market: