Modernize Homeowner Insights: 2025 Demographics & Influences

Our 2025 Homeowner Insights Report surveyed more than 150,000 homeowners across the U.S. to understand who’s driving home improvement decisions, and how broader homeowner economic influences shape their choices. The findings show that first-time homeowners and financially strained households are setting the tone for 2025.

First-Time Homeowners Are a Growing Force 

38.01% of respondents are first-time homeowners, while another 27.25% are second-time owners. These groups often seek guidance, education, and trustworthy contractors — not just quotes. This presents a major opportunity for contractors who focus on consultative selling and education-based marketing.

Economic Concerns Are Influencing Decisions 

More than 59.6% of homeowners say job security or income concerns affect their decision to spend on home improvements. Another 62.99% report that inflation has severely impacted their ability to afford supplies and labor. These insights reveal an environment where affordability and trustworthiness weigh heavily on project planning.

Future Selling Concerns and Market Caution 

Nearly 23% of homeowners say they’re concerned that the changes they make might not appeal to future buyers, a reminder that resale value remains a top priority.

Year-over-Year Insight: 2024 vs. 2025

In 2024, 40.3% of respondents were first-time homeowners, and 31% were second-time owners. The 2025 data shows a modest rise in multi-homeowners and those identifying as being in their “forever home,” signaling a more experienced homeowner segment entering the market. Additionally, social media influence remains strong but diversified: while Facebook (39%) and YouTube (18%) dominated in 2024, 2025 data shows increased engagement with Instagram and TikTok, reflecting younger homeowners’ growing presence. This demographic evolution suggests contractors must tailor marketing approaches — pairing education for first-time homeowners with inspiration-driven content for digital natives.

What These Homeowner Industry Trends Mean for Home Services Professionals 

Contractors who focus on education, empathy, and value-driven communication will resonate most in 2025. Homeowners need reassurance — not pressure. Building trust through transparency, flexible financing, and long-term support will help contractors earn repeat and referral business.