Homeowner Insights

What Homeowners Will Prioritize in 2026: Price, Trust, and Clear Value

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…

Modernize Homeowner Insights 2025: Investment & Sustainability 

The 2025 Modernize Homeowner Insights Report, which surveyed over 150,000 homeowners, reveals a powerful shift: sustainability and energy efficiency are now key factors in home improvement decisions. Contractors who align with these values can build trust, and grow faster, in a competitive market. Energy Efficiency Is Top of Mind  A remarkable 73.94% of homeowners say…

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…

Modernize Homeowner Insights 2025: Project Planning Preferences 

The 2025 Modernize Homeowner Insights Report surveyed more than 150,000 homeowners across trades to understand how they approach project planning, from scheduling and timelines to expectations before the first appointment. The results reveal that clarity, convenience, and control are top priorities. Homeowners Want Quick and Simple Scheduling  When asked how they prefer to schedule their…

Modernize Homeowner Insights 2025: Communication Preferences 

At Modernize, we understand that communication drives conversion. In our 2025 Homeowner Insights Report, over 150,000 homeowners revealed their communication preferences, and exactly how they want contractors to reach out, schedule, and follow up. The results show a clear shift toward speed, convenience, and digital-first engagement. Phone and Text Are Nearly Even for Initial Outreach…

Modernize Homeowner Insights 2025: Contractor Selection Trends

Every year, the Modernize Homeowner Insights Survey reveals what drives homeowners to choose, or reject, a contractor. In 2025, feedback from more than 150,000 homeowners shows that pricing remains a key factor, but trust, communication, and professionalism are equally vital in turning leads into loyal customers. Price Still Reigns, But Trust Is Close Behind  When…

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…

Modernize Homeowner Insights 2025: Budgeting & Financing

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 windows, roofing, HVAC, and more. This year, more than 14,000 homeowners shared their perspectives on budgeting and financing, giving us…