Author: Victor Texcucano, Content Coordinator, RAB
Home improvement never stops. Whether it’s to place your home on the real estate market or just to simply boost curb appeal, consumers are always on the hunt for inspiration, tools and materials to get the job done.
According to the 2025 U.S. Houzz & Home Renovation Trends, 54% of homeowners took on home renovation projects in 2024, while another 54% reported undertaking home decoration projects.
Unfortunately for consumers, proposed tariffs are expected to raise home improvement costs due to rising prices on imported materials like lumber, tile and home appliances. The median spend on major small kitchen remodeling projects (less than 200 sq. ft.) rose by 9% to $35,000, while major remodels of small bathrooms (less than 100 sq. ft.) increased by 13% to $17,000, per Houzz.
Despite these economic conditions, homeowners are still seeking to complete these home improvement projects. Sixty-nine percent of home contractors surveyed by HBS Dealer in 2025 said their clients are increasing the size of their 2025 projects, and most disagreed that their clients are backing out of (66%), scaling down (60%) or delaying (57%) projects already planned. Consumers are most concerned about the cost of materials (36%) and paying the cost of labor (30%).
Consumers looking for home improvement products not only care about competitive pricing (second quality in a home improvement retailer), but they also care most about product availability (No. 1 most important). Customer service rounds out the top three in importance, based on the Houzz data.
While some consumers may shop online for home products online, brick-and-mortar stores remain popular as many customers seek in-store assistance from well-informed associates. It’s certainly true that Gen Z and millennials tend to participate in ecommerce more, while older consumers prefer the in-store approach, but there are nuances to this.
For example, adults with children are two times more likely than adult-only households to do their home improvement product research online before going to a brick-and-mortar location to purchase. According to the Home Improvement Research Institute, 40% of homeowners prefer a flexible shopping experience that allows them to shop beyond retail locations – from mobile devices to online marketplaces, social, etc. Gen X and women tend to prefer this method of shopping, going back and forth from online to in store. Boomers and Gen Z/Y also appreciate this way of shopping.
Maintaining accuracy in pricing, promotions and inventory between multiple channels should be of utmost importance for home improvement retailers.
While working on projects around the home, many DIYers have something to entertain them and keep them motivated – broadcast radio.
Sixty-four percent of radio listeners have performed any home improvement projects in the past year, according to 2025 MRI-Simmons data. Additionally, six in 10 radio listeners used a home decorating service. It is just as important that the home looks good to radio listeners both inside and outside the home. Radio listeners understand the importance of investing in their homes. Sixty percent have spent $2,000 or more on home improvement projects, annually.
Every homeowner knows that home improvement projects are never done. There’s always a need to fix this or update that. Remodeling or updating is on the minds of radio listeners. They understand the value or return on their investment in certain home improvements. Seven in ten radio listeners plan to remodel their kitchen, per MRI-Simmons. Other remodels or conversions that also rank high on their to-do lists are bathroom remodels (65%) and a room-to-home office conversion (63%). Making sure that the products they use are “green” matters as well with 63% preferring environmentally friendly products.
Retailers and businesses in the home improvement category should build their messaging to include points that resonate with radio listener preferences and needs. Advertising should not only include mentions of product availability and possible discounts but also promote their skilled and knowledgeable associates. Since being green matters to radio listeners mentions of these types of products should also be included – whether it be energy-efficient windows or lighting, reclaimed materials or even solar-powered technology.
Improving a home is important to everyone. Building upon current sales growth matters to home improvement retailers. Connecting with homeowners via broadcast radio serves as a great foundation to any marketing plan. Home improvement retailers should use radio to inform consumers of where to shop for the home improvement needs and emphasize the great customer service they will receive.
This post was originally published on Radio Matters.