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The Role of Social Media in Home Improvement: How to Reach Consumers

Social media is the preeminent means of communication in today’s society. That’s why it’s crucial to understand how it is used in the home improvement industry.

In this recent study, 75 percent of respondents, all over the age of 25, said they use social media every day. More than 60 percent said they use general social sites like YouTube, Facebook and Pinterest for their home improvement needs. Users are primarily looking for price comparisons, photos and instructions, how-to videos and project ideas. But home-specific social media platforms have a major gap to fill: only 32 percent reported using platforms like HomeAdvisor and Angie’s List.

Home-specific platforms have an opportunity to address the awareness problem and bridge the gap, especially during homeowners’ crucial planning stage.

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Homeowner Project Planning Lags Again, but Change Could Be Around the Corner

After a second quarter drop in homeowner project planning, the third quarter of 2017 followed suit. Though normally a strong project planning season, this quarter is the lowest of the year to date. The lag is partly due to odd weather patterns, such as unusually significant rainfall, that have impacted homeowner projects. Exterior painting and exterior door and roof projects also experienced a major drop. Meanwhile, lawn, garden and landscape projects remained the top projects across the nation.

These findings are based on interviews with about 3,000 homeowners. Of those, 68 percent plan to undertake one or more home improvement projects within the next three months, down 5.6 percent from this time last year.

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Recent Homebuyers Fuel Renovation Boom

The Home Improvement Research Institute commissioned a study featuring insights from recent homebuyers on what home improvement projects they undertake and why. Of the more than 800 homebuyers interviewed, around 75 percent plan to make renovations to their home. Additionally, 56 percent plan to make improvements in the next six months.

For brands, this means an opportunity to offer guidance and navigate recent homebuyers, and especially first-time buyers, toward certain products. 

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