Modernize Homeowner Insights: 2025 Motivations & Research Behavior

At Modernize, we know that understanding homeowners is the key to helping contractors succeed. Since 2018, we’ve conducted our annual Homeowner Insights Survey, gathering feedback from hundreds of thousands of homeowners across key trades like HVAC, roofing, windows, and more. In 2025, over 150,000 homeowners shared how they plan, research, and prioritize projects in today’s economic climate, giving us a clear look at the motivations shaping home improvement.

Homeowners Are Motivated by Need and Safety 

For most homeowners, the motivation to start a project goes beyond aesthetics. According to this year’s data, 36.39% said they need to repair or replace something due to damage, while another 23.26% cited safety concerns as a top priority. Only 21.82% said they wanted to increase their home’s value, and 18.53% aimed to save on energy bills. These findings show that necessity and practicality are leading the way in 2025, especially in essential trades like roofing, HVAC, and windows.

Financial Caution Shapes Research Behavior 

With more than half of homeowners reporting financial strain, it’s no surprise that 53.63% have postponed or canceled projects due to cost. However, 32% remain actively engaged in researching and planning their next improvement. Most homeowners (51.61%) spend one to five hours researching their projects, primarily using home improvement sites like Modernize, Angi, and Houzz (24.48%), followed by retailer websites like Home Depot or Lowe’s (15.06%).

Planning Is Becoming More Intentional 

A majority of homeowners plan to spend additional time researching before hiring a contractor, with nearly 30% planning to spend more than 10 hours learning about their projects. This underscores the growing importance of education and trust in the early stages of the sales journey

Year-over-Year Insight: 2024 vs. 2025 

In 2024, nearly 40% of homeowners said their primary motivation for taking on a home improvement project was to repair or replace due to damage. That number dipped slightly in 2025, with 36.4% citing repairs as the main driver. Meanwhile, motivations tied to increasing home value and safety saw moderate gains, suggesting that homeowners are shifting from reactive maintenance toward proactive investment. Research behavior also evolved: while 53.8% of 2024 homeowners spent one to five hours researching, 2025 respondents reported a broader spread, with more homeowners investing six hours or more into research. This points to an increasingly informed consumer base that values due diligence before hiring a professional. 

What These Homeowner Industry Trends Mean for Home Services Professionals 

Contractors should recognize that today’s homeowners are motivated by necessity, not luxury, and are spending more time researching before taking action. This means content, transparency, and trust are critical. Providing educational resources, transparent pricing, and clear value propositions will resonate with homeowners who are cautious but determined to make smart, needed investments.