Demandforhomeservicescontinuestobeheavilyaffectedbytheeffectsofinflationandhighinterestrates.Tobetter

understandthecurrentenvironment,Tinuitisurveyed1,000UShomeownersinFebruary2025onwhattheirexpectationsforhomeservicesspendingthisyearlooklike,whichservicesthey’remostlikelytospendon,andhowpotentialdeclines

inmortgageratesmightinfluencetheirplans.The2025HomeServicesMarketingStudycoversalloftheseareasanddivesdeepintothechannelsandplatformsthataremostimportanttohomeowners.

3otnIaIments

InflationDelayedProjectsandDroveUpDIY

5IleIance

andRepairsAreSetToGrow

8illifor

ServicesProviders

11oLlealamily

WhileMenAreMoreDrawntoNationallyRecognizedBrands

13iiiir,e

theTwoAreEquallyInfluentialforGenZ

andMillennials

16lrilr

Reviews,butNextdoorandRedditPlayaMeaningfulRole

19ioIiI,iie

VeryMuchSpreadOutThroughtheYear

2025HomeServicesMarketingStudy2

●3

2025HomeServicesMarketingStudy

HomeownersSpentLesson

ImprovementsintheLastYearas

InterestRatesandInflationDelayedProjectsandDroveUpDIY

Askedhowtheirspendinghadchangedinthelastyearcomparedtotheyearpriorintheareasofhome

maintenance,repair,andimprovementservices,themostpopularanswerforallthreewasthatspendingintheseareasstayedaboutthesame.However,agreatershareofrespondentssaytheyspentmoreonrepairandmaintenancethanthosewhospentless,whiletheoppositewastrueforhomeimprovementservices.

Inthepastyeardidyouspendmore,less,oraboutthesameonhomerepair/maintenance/improvementservicescompaniesthantheyearbefore?

Source:Tinuitisurveydata,February2025

GenZandmillennialsarethemostlikelytoreportincreasingtheirspendingonhomerepairswith44%doingsointhepastyear,comparedtojust30%amongoldergenerations.Only27%ofGenZandmillennialssaytheyspentmoreonhomeimprovementprojects,however,while29%saytheyspentless.

●4

2025HomeServicesMarketingStudy

Howhavehighinterestratesand/orinflationimpactedyourhomeservicesspendinginthefollowingareasoverthelastyear?

Source:Tinuitisurveydata,February2025

Theseresultsalignwithhowrespondentssaythathighinterestratesand/orinflationspecificallyimpactedtheirhomeservicesspendingoverthelastyear.Overall,40%ofrespondentssaythatinterestrates/inflationresultedintheirspendingmoreonhomerepairsandmaintenanceoverthelastyear,comparedtojust28%whosaythesameabouthomeimprovements.

Diggingdeeperintotheimpactofhighinterestratesand/orinflation,morethan60%ofrespondentssaythatthey’retakingonmorehomeprojectsthemselves.Themajority,54%,alsosaythey’redelayingsomehomeprojects,andthesameshareindicatethatthey’restayingintheirexistinghomelongerthanthey’dlike.

Areyoudoinganyofthefollowingbecauseofhighinterestratesand/orinflation?(Sharesaying‘yes’toeach)

Source:Tinuitisurveydata,February2025

GenZandmillennialsareparticularlylikelytoreportbeingstuckintheircurrenthomesduetohighinterest

ratesand/orinflationwith60%sayingso,comparedto47%ofolderrespondents.Theyoungergenerationsarelesslikelytodelayhomeprojectsbutinsteadaremorelikelytotakeonmoreoftheworkthemselves.

●5

2025HomeServicesMarketingStudy

2025HomeImprovement

SpendingIsExpectedToHoldSteady,butMaintenanceandRepairsAre

SetToGrow

Askedhowtheyanticipatetheir2025homeservicesspendingtochangerelativeto2024,aboutthesame

numberofrespondentsexpecttospendmoreonimprovementsasexpecttospendless.Intheareasofrepairandmaintenance,however,manymorerespondentsexpecttospendmorethisyearthanexpecttospendless.

Relativeto2024,howmuchdoyouexpecttospendonthefollowingareasin2025?

Source:Tinuitisurveydata,February2025

Youngerrespondentshavethemostoptimisticoutlookontheirhomeservicesspendingfor2025,with43%

ofGenZandmillennialsexpectingtospendmoreonhomerepairs,34%expectingtospendmoreonhome

improvements,and35%expectingtospendmoreonhomemaintenance.Thatcomparesto32%ofolder

respondentsexpectingtospendmoreonhomerepairs,28%expectingtospendmoreonhomeimprovements,and26%expectingtospendmoreonhomemaintenance.

Ifinterest/mortgageratescomedownsignificantlyoverthenextyear,whichofthefollowingareyoumorelikelytodo?

Source:Tinuitisurveydata,February2025

Theultimatetrajectoryofinterest/mortgagerates

willbeveryimportanttohowhomeownersapproachhomeimprovementprojectsoverthenextyear.

Whilejust31%expecttospendmoreonhome

improvementsin2025regardlessofchangesin

interestrates,thatsharejumpsto46%ifinterestratescomedownsignificantly.Amongthosewhodointendtospendmoreifratesgodown,there

arenearlytwiceasmanywhointendtostayintheirhomesasthosewhointendtoselltheirhomes.

Askedwhichtypesofhomeprojectsthey’reinterestedinusinghomeservicesprovidersforin2025,respondentsmostcommonlyselectednecessarymaintenance,followedbyprojectsthatenhancethevalueofthehome.

Amongthosewhowouldlooktoinvestmoreinhomeimprovementprojectsifinterestratescomedown,

respondentslookingtostayintheirhomesaremorelikelytosaythatthey’reinterestedinhiringfornecessaryhomemaintenancewith57%selectingthatoption,comparedtojust46%ofthoselookingtoselltheirhome.

Thoselookingtosellareabitmoreinclinedtomakeimprovementsthatwouldenhancethevalueoftheirhomethanthoselookingtostay,with44%oftheformergroupchoosingthatoptioncomparedto42%ofthelatter.

2025HomeServicesMarketingStudy6

Whichofthefollowingtypesofhomeprojectsareyouinterestedinusingahomeservicesproviderforin2025?Selectallthatapply.

Source:Tinuitisurveydata,February2025

Whileatleast20%ofrespondentssaythey’reinterestedinusingahomeservicesproviderin2025foreverytypeofprojectincludedinthesurvey,theleastpopularprojecttypesarethosethatwouldmakehomesmoreeco-friendly.Eco-friendlyprojectsheldgreaterappealamongtheyoungergenerations,though,with29%ofGenZandmillennialsinterestedinhiringaproviderforthem,comparedtojust17%ofolderhomeowners.

2025HomeServicesMarketingStudy7

OnlineReviewsAreEspecially

ImportantforYoungerGenerations

WhenHiringHomeServicesProviders

Askedtoselectthethreemostimportantqualitiesofhomeservicesprovidersforhiringdecisions,

respondentsmostcommonlyselectedthatthecompanyislicensedandinsuredandhasthebestprices.Havinggoodonlinereviewscameinthirdandwastheonlyotherqualitytobeselectedbyatleast30%

ofrespondents.

Ofthefollowing,selectthethreemostimportantqualitiesofahomeservicescompanytoyourdecisiontohirethem:

Source:Tinuitisurveydata,February2025

2025HomeServicesMarketingStudyo8

Formosthomeservicesshoppers,it’snot

particularlyimportantforproviderstobenationallyrecognizedbrands.Infact,morethantwiceas

manyrespondentssaythatabusinessbeinglocallyownedisatopthreequalityforthemcomparedtothosewhosaythesameaboutbusinessesbeing

nationallyrecognized.

“Morethantwiceasmany

respondentssaythata

businessbeinglocallyownedisatopthreequalityforthemcomparedtothosewhosaythesameaboutbusinessesbeingnationallyrecognized.”

AmongGenZandmillennials,havinggoodonlinereviewswasthemostcommonlyselectedimportantqualityofhomeservicescompanies,justoutpacinghavingthebestprices.Beinglicensedandinsuredplacedthirdamongtheyoungergenerations,butwasonlychosenby37%ofthem,comparedto46%ofGenXandolder

respondents.Olderrespondentswerealsomuchmorelikelytoselectbeinglocallyownedasoneofthemostimportantqualitiesofahomeservicesprovider.

Doyouprefertoworkwithasinglehomeservicesproviderformultipleservicesortofindaspecialistforeachareaofneed?

Source:Tinuitisurveydata,February2025

Iprefertoworkwithasinglehomeserviceproviderfor

multiplesevices.

Iprefertoworkwitha

specialistforeachservice.

Twootherconsiderationshomeownershavewhenchoosingahomeservicesproviderarewhetherthat

companyisaspecialist(orprovidesmultipleservices)andwhetherthecompanyoffersasubscriptionmodel.Overall,58%ofrespondentspreferaspecialistforeachareaofneed,whiletheremainderpreferthesimplicityofworkingwithasingleproviderformultipleservices.

2025HomeServicesMarketingStudyo9

Forhomeservicesinthefollowingareasthatwilloccurmorethanonce,doyouprefertosignupforasubscriptionortoscheduletheseservicesasyouneedthem?

(Amongrespondentswhodohirehomeservicescompaniesforeachtypeofservice)

Source:Tinuitisurveydata,February2025

Forhomeservicesthatarerepeatedregularly,thepopularityofsubscriptionplansvariessignificantlybythetypeofproject.Forrespondentswhohireforhousecleaningservices,44%preferasubscriptionplan,whichistwicethe22%shareofrespondentswhohireforHVACserviceswhoprefersubscriptionplans.

2025HomeServicesMarketingStudyo10

WomenareMoreLikelyToRelyon

EndorsementsFromFriendsandFamilyWhileMenAreMoreDrawn

toNationallyRecognizedBrands

Amongrespondentswholivewithaspouseorpartner,45%saytheytypicallymakedecisionsonwhotohireforhomeservicesthemselves,thesamesharewhosaythattheymakethesedecisionstogetherwiththeirspouse/partner.However,menaremuchmorelikelytosaytheymakesuchdecisionsthemselves,while

womenaremuchmorelikelytosaytheymakethesedecisionswiththeirpartner.

Inyourhousehold,whotypicallymakesthedecisionsonwhotohireforhomeservices?(Amongrespondentswholivewithaspouse/partner)

Source:Tinuitisurveydata,February2025

Thereisalsoasignificantdifferenceinapproachtodecisionmakingfordifferentgenerationsofhomeowners,asyoungerrespondentsaremuchmorelikelythanoldergenerationstosaythattheytypicallymakehiring

decisionsthemselves.Thisdynamicexistsforbothmaleandfemalerespondentsbutismuchmorepronouncedformenthanitisforwomen.

2025HomeServicesMarketingStudy11

Sharewhosaytheytypicallymakethedecisionsonwhotohireforhomeservicesthemselves(Amongrespondentswholivewithaspouse/partner)

Source:Tinuitisurveydata,February2025

Thethreemostcommonlyselectedtopqualitiesofhomeservicesprovidersarethesameacrossmenand

women,asconsumers,perhapsunsurprisingly,careaboutbusinessesbeinglicensed/insuredandhavinggoodpricesandreviewsregardlessofgender.

However,therearesomedifferencesinhowlikelymenandwomenaretoselectotherqualitiesasimportant.Menaremorelikelytosaythatit’simportantforahomeservicesprovidertobeanationallyrecognizedbrandandtobeabletodothejobquickly,whilewomenaremorelikelytosaythatfreeestimatesandendorsementsfromfriends/familyareimportant.

Ofthefollowing,selectthethreemostimportantqualitiesofahomeservicescompanytoyourdecisiontohirethem:

Source:Tinuitisurveydata,February2025

2025HomeServicesMarketingStudyo12

StreamingVideoLagsTelevision

forHomeServicesProviderDiscoveryOverall,buttheTwoAreEqually

InfluentialforGenZandMillennials

Whenitcomestodiscoveringhomeservicesproviders,searchenginesandsocialmediaarethecleartopchannels,highlightingtheimportanceofdigitaltoreachinghomeservicescustomers.

Wheredoyourecallfirstseeingorhearingaboutahomeservicesproviderthatyouusedinthepastyear?Selectallthatapply.(Top14overallresponses)

Source:Tinuitisurveydata,February2025

2025HomeServicesMarketingStudyo13

Televisionisthethirdmostcommonsourceforproviderdiscovery,selectedby20%ofrespondents.Thatoutpacesthe15%ofallrespondentswhoselectedstreamingvideoservices,butstreamingvideoservicesmatchedtraditionaltelevisionat21%acrossGenZandmillennialscombined.

Similarly,whiletraditionalradioisslightlymorepopularasadiscoverychannelthanstreamingaudioacrossallrespondents,thereverseistrueamongyoungergenerations.ForGenZandmillennials,13%discover

homeservicesprovidersontraditionalradio,while14%dothesameonstreamingaudioservicesand11%dosoonpodcasts.

GenZandmillennialsaremuchmorelikelytodiscoverhomeservicesprovidersonsocialmediathanoldergenerationsandshowsignificantdifferencesinthespecificplatformswheretheyaremostlikelytodoso.

Onwhichsocialmediaplatformdoyoumostoftendiscovernewhomeservicesproviders?(Top10overallresponsesamongthosewhodiscoverhomeservicesprovidersonsocialmedia)

Source:Tinuitisurveydata,February2025

2025HomeServicesMarketingStudy14

Amongrespondentswhodiscoverhomeservicesprovidersonsocialmedia,just9%ofGenZandmillennialsdosomostfrequentlyonNextdoor,comparedto17%amongoldergenerations.WhileFacebookisthetop

choiceforbothgroups,34%ofGenZandmillennialschoseit,comparedto38%ofGenXand

olderhomeowners.

Searchenginesandsocialmediaarealsothetoptworesponseswhenitcomestowherehomeownersstartactivelysearchingforhomeservicesprovidersonline,thoughtheshareofrespondentswhoselectedsearchenginesistriplethesharewhoselectedsocialmediaplatforms.Reviewsitescameinthirdfollowedbyonlinediscussionforums,asmanyhomeownersimmediatelyseekoutreviewsandonlinediscussioninthesearchforproviders.

Whenlookingtohireahomeservicescompany,wheredoyoutypicallystartanonlinesearch?

Source:Tinuitisurveydata,February2025

WhileAIchatbotslikeChatGPTandPerplexityfalloutsideofthetop15forhomeservicesproviderdiscovery,theywerethefirstchoiceforstartingahomeservicesprovidersearchfor7%ofallrespondents.AIchatbotswereselectedby5%ofGenXandolderrespondentsastheplacetheywouldstartasearchforhomeservicesproviders,butthatsharejumpsto9%acrossGenZandmillennials.

2025HomeServicesMarketingStudy15

HomeownersareMostLikelytoTurntoGoogleforHomeServicesProviderReviews,butNextdoorandReddit

PlayaMeaningfulRole

Giventhathavinggoodonlinereviewswasthethirdmostcommonlyselectedtopqualityofahomeservicesprovider,it’scrucialformarketerstounderstandwhereconsumersaregoingtofindthosereviews.Googlewasbyfarthemostcommonlyselectedplatform,followedbyFacebook.Assuch,traditionalsearchenginesandsocialmediawinoutacrossproviderdiscovery,search,andreviews.

Whenlookingforreviewsofhomeservicescompaniesonline,whichofthefollowing

doyouconsult?Selectallthatapply.(Top12overallresponsesamongrespondentswholookonlineforreviews)

Source:Tinuitisurveydata,February2025

2025HomeServicesMarketingStudy16

MessageboardslikeNextdoorandRedditarealsoplayingameaningfulroleinsurfacinghomeservices

providerreviewsformanyhomeownersandwereselectedby22%and17%ofrespondentswholookonlineforreviews,respectively.

Whileitmaybeseenbymanyasarelicofthepast,theBetterBusinessBureaucontinuestobeameaningfulsourceofinformationforconsumerslookingtovetbusinesses,andwasselectedby19%ofrespondents,

including23%ofGenXandolderrespondents.

Underwhichcircumstanceshaveyouleftanonlinerevieworotherwiseprovidedpublicfeedbackforahomeservicesprovider?Selectallthatapply.

Source:Tinuitisurveydata,February2025

Askedunderwhichcircumstancesthey’veleftonlinereviewsorotherpublicfeedbackofhomeservices

providers,respondentsweremuchmorelikelytochoosepositiveinteractionsthannegative.Forexample,49%leftreviewsifthequalityofworkwasverygood,butjust24%didsoifthequalityoftheworkwaspoor.This

dynamicextendsacrosspricing,communication,andthespeedofwork.Only20%saythattheyneverleavereviewsorprovidepublicfeedbackforhomeservicesproviders.

2025HomeServicesMarketingStudy17

Sentimentofreasonsgivenforleavinganonlinerevieworotherwiseprovidingpublicfeedbackforahomeservicesprovider.(Amongrespondentswhohaveprovidedpublicfeedback)

Source:Tinuitisurveydata,February2025

Amongrespondentswhohaveleftreviewsorotherwiseprovidedpublicfeedbackforahomeservicesprovider,44%onlycitedpositivereasonsfordoingso.Another37%citedamixofpositiveandnegativereasons,whilejust12%citedonlynegativereasons.Asmallgroup,8%,didnotpickaspecificreason,eitherpositiveornegative.

2025HomeServicesMarketingStudyo18

SpringtimeIsImportantforHiringHomeServicesProviders,butDemandIsStillVeryMuchSpreadOutThroughtheYear

Onethirdofallrespondentssaytheyveryoftenoralwaysseekoutanewhomeservicesproviderevenforworkthatthey’vehadcompletedbyaproviderinthepast,aratethatjumpsto54%amongGenZ.

Thispresentsasignificantopportunityforhomeservicesproviderstogetdiscoveredbynewcustomers,particularlyyoungerones.

Whenhiringforajobsuchaslawncare,plumbing,orHVACservicesthatyou’vehad

completedbyahomeservicesproviderinthepast,howfrequentlydoyouconsideranewproviderforsimilarworkratherthanusingtheprovideryou’veworkedwithpreviously?

(Sharewhosay‘veryoften’or‘always’)

Source:Tinuitisurveydata,February2025

Intermsofwhenhomeownerssaytheytypicallysearchforprovidersineightdifferentservicecategories,

thespringperiodbetweenAprilandJuneisthemostpopularamongthosewhodotypicallysearchforthesecompaniesinaspecifictimeframe.

2025HomeServicesMarketingStudyo19

Forthefollowinghomeservices,whendoyoutypicallysearchforprovidersinthefollowingindustries?(Amongrespondentswhodohirehomeservicescompaniesforeachtypeofservice)

Source:Tinuitisurveydata,February2025

Atthesametime,lawncareistheonlycategoryofserviceforwhichtheshareofrespondentswhoselected

AprilthroughJuneislargerthanthesharewhoselectednospecifictimeframe,asthesearchforhome

servicesprovidersisoftenspreadoutthroughouttheyearforhomeowners.Guttercleaningandpoolcarearetowardthemoreseasonalendofthespectrumwithlawncare,whilehousecleaningandplumbingaretheleastseasonalservices.

ForseasonalhomemaintenanceserviceslikelawncareorHVAC,howfarinadvanceofthejobbeingdonedoyouprefertobookaserviceprovider?

(Amongrespondentswhosaytheyhireseasonalhomeserv