26% of Secondary Homeowners Are Concerned About Finances—vs. 40% of Primary Owners

Secondary homeowners feel significantly more financially secure than primary homeowners, and this confidence influences their willingness to spend more and take on larger, more discretionary home improvement projects.

Secondary Homes

73% of Short-Term Rental Owners Planned to Increase Home Improvement Spending in 2025

Secondary homeowners—especially short-term rental owners—reported being twice as likely as primary homeowners to increase their home improvement spending in 2025.

Secondary Homes

Secondary Homeowners are 2x More Optimistic for Starting Projects and Hiring Pros

Compared to primary homeowners, secondary homeowners are about twice as likely to believe now is a good time to begin projects and bring in professionals—regardless of project size.

Secondary Homes

Secondary Homeowners Are 2x More Likely to Hire a Pro

Rather than relying solely on DIY, secondary homeowners—particularly those with short-term rentals—are twice as likely to bring in professional help for all or part of their home improvement projects.

Secondary Homes

2x More Likely to Use Equity or Unsecured Financing as a Secondary Homeowner

Secondary homeowners are more financially flexible than primary owners—slightly more likely to rely on credit cards and over twice as likely to use home equity or personal loans to fund their improvement projects.

Recent Home Buyer and Seller Study

Nearly 2x First-Time Buyers Than Repeat Buyers Purchased New Homes in 2024

Compared to repeat homebuyers, in 2024, first-time buyers were almost twice as likely as repeat buyers to purchase new homes.

Recent Home Buyer and Seller Study

1 Month Faster Home Sales in 2024

Limited inventory favored sellers, who sold their homes about one month faster than in 2022, while buyers faced a longer purchasing process.

Recent Home Buyer and Seller Study

85% of Homebuyers Make Improvements Within 12 Months

First-time buyers are more likely to renovate their newly purchased homes.

Generational Differences in Home Improvement Activity

35% of Millennials and Gen Z Prioritize Projects to Enjoy Their Home Compared to Only 21% of Boomers

Unlike Boomers, Millennials approach home improvements with a more discretionary mindset, prioritizing enjoyment, style, and quality of life over increasing home value. Project activity reflects this shift in motivation among younger homeowners.

Generational Differences in Home Improvement Activity

21% of Millennials Invested Over $5,000 in Home Improvement

Millennials not only express the most optimism about home improvement but also lead in spending, with 21% investing over $5K in projects. As enthusiasm declines with age, so does home improvement spending, following a clear generational trend.

Generational Differences in Home Improvement Activity

49% of Millennials Plan to Increase Home Improvement Spend

Millennials show the highest confidence in tackling home improvement projects this year, whether small or large. They are also the most likely to hire professionals and increase spending in the next 12 months, outpacing Gen X and Boomers in their enthusiasm for home upgrades.

Contractor Technology Adoption in Home Improvement How Contractors Are Embracing Technology: Trends, Challenges, and Opportunities [INFOGRAPHIC]

2 in 3 Pros Use AI

Two-thirds of contractors use AI in some way, with Mechanical Pros leading the charge and Finish Pros lagging behind. As AI tools become more accessible, adoption rates may continue to shift across trades.

Contractor Technology Adoption in Home Improvement How Contractors Are Embracing Technology: Trends, Challenges, and Opportunities [INFOGRAPHIC]

25% of Pros Have No Drive to Adopt Advancing Tech

Contractors who adopt less tech focus on cost savings, while those embracing high-tech solutions worry less about price. This divide highlights how different priorities shape technology adoption across the industry.

Contractor Technology Adoption in Home Improvement How Contractors Are Embracing Technology: Trends, Challenges, and Opportunities [INFOGRAPHIC]

70% of Pros Update Their Tech Annually

Larger firms are quicker to embrace new technology, with Mechanical contractors and Landscapers at the forefront. Smaller businesses tend to adopt tech more slowly, often due to cost and resource limitations.

Pro Attitudes Toward Good-Better-Best Product Offerings Pro Attitudes Toward Good, Better, Best Product Offerings [INFOGRAPHIC]

41% of Pros Report Brand Reputation Outweighs Price and Quality

HIRI research reveals that brand reputation is the top factor influencing pro purchasing decisions, outweighing price, availability, and quality. Shifting from a poorly rated to a highly rated brand has a dramatic impact on pro preferences.

Fast Facts