Analysis of motivations, challenges, and expectations from over 150,000 homeowners ready to invest in their homes.
This year's data reveals a consumer base that is digitally native, value-driven, and resistant to traditional pressure tactics.
Primary Insight
"Trust and speed now outweigh the lowest price."
Preference for text messaging jumped from 19% to 29%. Convenience is now the currency of communication.
While budget matters, 38% of homeowners cite "pushy sales tactics" as their #1 dealbreaker.
Over 60% of projects are driven by a desire to increase home value or efficiency, rather than just damage repair.
Sustainability is mainstream. 90% of homeowners now consider energy efficiency in their planning.
Homeowners Surveyed
Project Categories (Solar, HVAC, Roofing...)
Data Collection (July - Oct 2025)
While 36.39% of homeowners start projects out of necessity (damage repair), nearly two-thirds view home improvement as an investment in value, safety, or efficiency.
Before starting, homeowners feel a mix of uncertainty and hope.
It's not just about price. Trust, warranties, and communication are the real currency.
Read Full Contractor Selection AnalysisWhat makes a homeowner walk away?
Contractor
Hi! We're ready to discuss your roof quote. Can we text?
Yes, texting works best for me right now.
Insight
29%
Prefer Text Message (Up from 19%)
The days of phone-tag are fading. Homeowners want speed and convenience. Text messaging preference has jumped significantly, though phone calls remain the leader for initial contact.
Still the #1 preference, but declining.
Rapidly growing preference for busy homeowners.
Once contact is made, they still prefer to meet the pro at home to review materials.
How many quotes do homeowners actually get?
Homeowners are becoming more decisive, often stopping after 2 quotes.
The majority of homeowners (55%) want to finance at least a portion of their project.
Takeaway: Facebook remains the juggernaut for homeowner research, while YouTube serves as the "how-to" educational hub.
Read Full Demographics AnalysisSustainability isn't just a buzzword. 90% of homeowners consider energy efficiency and sustainable materials in their plans to some degree.