Every year, the Modernize Homeowner Insights Survey reveals what drives homeowners to choose, or reject, a contractor. In 2025, feedback from more than 150,000 homeowners shows that pricing remains a key factor, but trust, communication, and professionalism are equally vital in turning leads into loyal customers.
Price Still Reigns, But Trust Is Close Behind
When selecting a contractor, 65.78% of homeowners say pricing is “very important.” However, beyond price, the most influential factors include warranty and guarantees (15.89%), availability (11.07%), and expertise (10.29%). Homeowners are looking for a balance between affordability and reliability, indicating that value-based communication wins over hard-selling tactics.
Pushy Sales Tactics and Poor Communication Are Deal-Breakers
When asked what makes them least likely to hire a contractor, 37.93% said pushy sales tactics, 32.6% said unclear quotes, and 31.42% cited poor listening or communication. Professionalism, transparency, and respect for homeowner needs are becoming the new currency of trust in 2025.
Reviews and Reputation Matter More Than Ever
Nearly 7 in 10 homeowners research contractors online, relying on reviews, references, and local reputation. Word-of-mouth referrals remain valuable, but the growing preference for digital research means contractors need to actively manage their online presence and reputation.
Year-over-Year Insight: 2024 vs. 2025
In 2024, homeowners prioritized warranties (15.8%) and expertise (11.3%) as top contractor selection factors. Those same themes held steady in 2025, though the emphasis on communication and professionalism gained traction, indicating that soft skills are becoming nearly as important as technical expertise. Additionally, while social media and personal recommendations were prominent contractor sources in 2024, 2025 data shows a continued rise in digital discovery, including lead-generation platforms and online directories. The takeaway: homeowners increasingly expect transparency and ease of engagement before committing to a contractor.
What These Homeowner Industry Trends Mean for Home Services Professionals
Homeowners are choosing contractors who listen, educate, and communicate clearly. The most successful pros will focus on building credibility through reviews, offering clear quotes, and demonstrating empathy throughout the sales process. Contractors who emphasize customer experience over sales pressure will see stronger close rates in 2025.
