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Modernize Homeowner Insights 2024: Brand Research Trends

In 2024, homeowners are entering remodeling projects with more choices than ever before, but not necessarily more confidence.
Table of Contents

The 2024 Modernize Homeowner Insights Report reveals that many homeowners are still uncertain about brands, materials, and product selections before they meet with a professional.

These behaviors are closely tied to evolving home services industry trends, where homeowners seek not just quality and durability, but guidance, validation, and product education from their contractors.

Key Findings

Time Spent on Product Research

  • 48.55% of homeowners reported spending one hour or less researching products and materials
  • 25.16% spent between 1 and 3 hours
  • Only 13.96% spent more than 7 hours

Confidence Going Into Contractor Meetings

  • 28.51% feel very confident in their selections
  • 25.00% are somewhat confident
  • 21.48% haven’t researched yet and want guidance during the meeting
  • 16.70% have a general idea but need more information

How Homeowners Prefer to Review Products

  • 36.94% want to review materials in person with the contractor
  • 28.61% prefer discussing via phone
  • 17.83% prefer email
  • Only 7.68% prefer browsing on websites

Contractor Influence on Brand and Material Selection

  • 31.89% say their contractor’s expertise heavily influences their decisions
  • 37.55% say contractor input is important, but they still do independent research
  • Only 10.60% already know exactly what they want
  • 19.96% prefer to make decisions independently
  1. Position yourself as an advisor. Homeowners want guidance and education about product options, not just sales pitches.
  2. Offer in-person consultations or product demos when possible. This aligns with how most homeowners prefer to explore materials.
  3. Prepare to shape decisions. With nearly 70% of homeowners saying contractor input matters, professionals have real influence on final selections.
  4. Don’t assume confidence equals conviction. Even confident homeowners may change direction based on your presentation and insights.
  5. These findings reinforce key home services industry trends: homeowners are overwhelmed by options and are looking to trusted experts to simplify and personalize the process.
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