Modernize Homeowner Insights 2024: Contractor Selection Trends

The latest findings from the 2024 Modernize Homeowner Insights Report provide deep insight into how Americans select home improvement professionals, and how those behaviors reflect larger home services industry trends.

From price sensitivity and trust-building to communication preferences and red flags, the data underscores the need for contractors to evolve their approach to sales, service, and first impressions.

Key Findings

Price Still Matters—But It’s Not Everything

• 64.81% of homeowners say pricing is “very important” when selecting a contractor
• Only 9.36% say it’s not a significant factor

Beyond Pricing, Homeowners Prioritize:

• Warranty and guarantees (15.76%)
• Contractor expertise (11.27%)
• Communication skills (8.55%)
• Local reputation, portfolio, and availability (all 7–10%)

Where Homeowners Find Contractors:

• Social media leads (13.73%)
• Recommendations from friends and family (11.05%)
• Advertisements (11.67%) and search engines (10.94%)
• Contractor platforms like Modernize or HomeAdvisor (8.17%)

Red Flags That Drive Homeowners Away

When asked what would make them least likely to hire a contractor, respondents cited:

• Pushy sales tactics (12.82%)
• Poor professionalism (10.95%)
• Not listening to their needs (10.56%)
• Unclear quotes, lack of insurance, or communication issues (combined 25%)

How Many Quotes Are Enough?

• 42.02% of homeowners compare 2 quotes
• 27.90% compare 3
• Only 15.64% compare 4 or more

This means many contractors get just one shot to make an impression.

What These Homeowner Industry Trends Mean for Home Services Professionals

1. You only get one chance to stand out. With most homeowners comparing only 1–2 bids, your first interaction must build confidence and clarity.
2. Competitive pricing isn’t enough. Highlight expertise, guarantees, and professionalism across all materials and messaging.
3. Contractors should eliminate friction. Make it easy to compare quotes, understand project timelines, and set expectations.
4. Reputation is multi-channel. Maintain visibility across social platforms, review sites, and search results to build credibility.
5. These trends point to a broader shift in the home services industry: informed, selective homeowners expect more from their contractor—not just in service, but in communication, brand experience, and ease of engagement.