What Homeowners Will Prioritize in 2026

Insights from nearly 3,000 homeowners reveal how contractors can win more home improvement jobs in the year ahead. In a recent homeowner survey, Modernize analyzed how homeowners approach choosing a contractor, uncovering key trends that shape homeowner decision-making. The findings offer practical contractor marketing strategies that show pricing may lead initial consideration, but trust, transparency, and straightforward value messaging are nearly as influential in driving conversions across the home services industry. 

Below is a breakdown of the findings and how contractors can apply them to improve performance and strengthen homeowner relationships in 2026. 

1. Price Still Leads the Decision, but Trust Is Close Behind 

For 29% of homeowners, price or budget was the primary factor influencing their contractor decision. Although cost continues to dominate early consideration, homeowners pay close attention to experience, availability, and reviews before committing. This confirms that homeowners are not simply looking for the cheapest option. They want the right balance of affordability and credibility. 

Contractors who combine competitive pricing with strong proof points give homeowners the reassurance they need. Leading with verified reviews, clear credentials, and evidence of strong past performance helps homeowners feel safe choosing a contractor even if that contractor is not the absolute lowest price.

2. Promotions Work Best When They Feel Concrete and Easy to Understand

Homeowners showed a clear preference for dollar based promotions such as “Save 500 dollars on your project,” compared to percentage based offers. Concrete numbers help homeowners understand value instantly. 

This is an opportunity for contractors to refine promotional messaging. Dollar based savings can be tested on landing pages, in ads, and in quote follow ups. When several promotions are available, the one that communicates the clearest savings should be prioritized. 

Promotions that tend to perform best include: 

•  Set dollar savings such as “Save 300 dollars this week” 

• Clear seasonal offers such as “Winter installation discount available” 

• Straightforward incentives such as “Free estimate and consultation” 

The clearer the value, the higher the engagement.

3. Transparency Plays a Significant Role in Homeowner Confidence

Nearly half of respondents said they prefer receiving quotes from multiple contractors before moving forward. This finding highlights the importance of comparison and transparency. Homeowners want to understand what they are paying for, how pricing is structured, and whether the value matches the cost. 

Contractors who lean into transparency can reduce hesitation. Demonstrating how quotes are built, offering a clear explanation of included services, or providing starting price ranges can help homeowners feel more informed. Even acknowledging that comparing contractors is part of the process can increase trust because it shows respect for the homeowner’s decision making.

4. Financing Is Powerful When It Is Straightforward and Simple

Financing continues to play an important role in what homeowners will prioritize. In the survey, homeowners showed equal interest in low monthly payment options and interest based financing, signaling that affordability and flexibility remain top priorities. 

The key takeaway is not tied to any specific offer, but to clarity. Homeowners respond best to financing information that is easy to understand and presented without unnecessary complexity. When financing feels approachable and clearly explained, it reduces hesitation and helps homeowners feel more comfortable moving forward. 

Rather than focusing on detailed terms upfront, successful contractors emphasize simplicity, transparency, and reassurance. Clear, high level messaging that communicates affordability and flexibility helps homeowners understand that options exist without overwhelming them with details too early in the process. 

When financing is positioned as a supportive tool instead of a complicated decision, it builds confidence and removes friction from the buying journey.

5. If Homeowners Must Choose One Factor, Price Comes Out on Top Again

When asked to identify the single biggest reason they would choose one contractor over another, 40 percent selected the lowest overall price. However, this does not mean homeowners expect the lowest possible bid at all times. Instead, it reinforces that homeowners want to feel they are getting strong value for the cost. 

Contractors who communicate total value effectively stand out even when they are not the lowest cost provider. Showing what sets your service apart, explaining the long term benefits of quality work, and pairing reasonable pricing with strong reviews helps homeowners justify moving forward. 

The Bottom Line: Confidence and Clarity Shape Decisions 

The strongest theme across the entire survey about what homeowners will prioritize is that they want to feel informed, supported, and confident before making a decision. They want pricing and promotions that make sense, financing options that feel accessible, and trust signals that confirm they are hiring a credible professional.

When contractors simplify their messaging, elevate trust indicators, and offer clear value at every step, they create a smoother path from a homeowner’s intent to booked project. That clarity is what helps homeowners choose faster. It is also what helps contractors win more in 2026.