Four distinct homeowner profiles reflect structural differences in project activity.
The home improvement market is structurally segmented, with different homeowner groups behaving in distinct ways, rather than following a single, unified trend.
Renovation-focused homeowners have the highest project intention, especially in the $5k> range.
Homeowner sentiment toward home improvement projects remains neutral to negative overall, with only small-scale, renovation-focused homeowners showing stronger intent to act.
More homeowners chose to hire a professional, or use a hybrid approach, in 2025.
DIY project completion declined in 2025, with more homeowners—especially those already satisfied with their homes—choosing to hire professionals instead.
On average, home satisfaction is an important reducing motivation for 25% of homeowners.
As homeowners become more proactive about home improvement, satisfaction with their current home increasingly determines whether they choose to take on new projects.
Proactive homeowners planned to spend 2x more than the average for all segments over the next year.
Project activity levels vary significantly based on homeowner readiness and mindset, with more engaged homeowners driving a disproportionate share of activity.
