Houzz study finds landscaping projects are driven by new home purchases; and homeowners use plants to cultivate curb appeal. Homeowners are making significant changes to their front yards, creating landscapes that are distinctly different from neighboring properties, according to the 2017 U.S. Houzz Landscaping Trends Survey.

The survey of 1,000 U.S. homeowners using Houzz who are in the midst of, are planning, or who recently completed an outdoor project, found only six percent of front yards are nearly identical to those in the neighborhood after outdoor projects, compared with over a third before the update (36 percent). Two in five make a statement with a new front yard that is very or extremely different from others in the neighborhood post-​update (41 percent). While most outdoor projects take place in the back of the home (69 percent), nearly half involve street-​facing spaces (44 percent).

The new AudienceSCAN study revealed 12% of adults plan to pay for landscaping work in the next 12 months.

Motivations for starting a landscaping project have shifted in the last year. Having purchased a home and wanting to personalize it tops the list for the first time (33 percent in 2017 versus 25 percent in 2016). While the share of projects triggered by something breaking down declined slightly, it remains high (32 percent). This is in line with many homeowners reporting that their last outdoor updates happened more than 10 years ago (42 percent).

Landscapers should keep in mind that customers are 20% more likely than average to live in suburban areas, according to the new AudienceSCAN survey results.

The study revealed an increased interest in low maintenance plants (76 percent in 2017 versus 67 percent in 2015), likely motivated by the fact that 80 percent of respondents are responsible for maintenance and care of their garden post-​update. Also gaining in popularity are insect/​bird attractant plants (52 percent versus 41 percent in 2015) and native plants (51 percent in 2017 versus 43 percent in 2015). Meanwhile, planting of edibles decreased from 41 percent in 2015 to just 34 percent in 2017.

Nurseries and garden centers can reach Landscaping Customers with ads focused on the aforementioned features. The new AudienceSCAN research revealed 46% of Landscaping Customers took action after getting ads/​coupons in their mailboxes in the past month.

“Home renovation activity is benefiting from the significant increase in home sales in 2015 and 2016, which is reflected in our findings on motivations for starting a landscape project,” said Nino Sitchinava, principal economist at Houzz. “Since housing inventory has remained low, recent homebuyers likely consider their homes less than ideal, leading them to prioritize upgrades like outdoor projects more than ever, with emphasis on low maintenance.”

Offering a daily deal could introduce local landscapers to new clients! The new AudienceSCAN study found 34% of Landscaping Customers took action after seeing daily deals (like Groupon or LivingSocial) in the past month.

When cultivating curb appeal, it’s all about the plants. More than half of those who updated their front yard say that beds or borders (47 percent), shrubs (29 percent) and perennials (28 percent) are most important to improving curb appeal. Additional findings include:

• Updated yards mean friendly neighbors: While the saying goes “good fences make good neighbors,” the study found that nearly one in five homeowners interact more with their neighbors post-​landscaping update (18 percent). Top neighbor interactions range from small talk (71 percent) and providing help when needed (42 percent) to sharing drinks or meals with each other (32 and 28 percent, respectively).
• Lighting goes smart: Lighting is the most common outdoor system upgrades in landscaping projects (45 percent). Of those making this upgrade, nearly one in five installs lighting that can be controlled from a mobile device (19 percent). Other top features are LEDs (73 percent), low voltage (46 percent), solar (41 percent) and wireless (16 percent).
• Front lawn be gone: Of the three-​quarters of homeowners who have a lawn, 76 percent make changes to it during an outdoor project. Front yard lawns are much more likely to be removed altogether than back or side lawns (26 percent versus nine percent, respectively), with environmental considerations being a stronger motivator for front lawns (44 percent versus 26 percent, respectively). Despite the hype, synthetic lawns are decreasing in popularity as a replacement for natural lawns (five percent in 2017 versus eight percent in 2015).
• Months of planning: The planning and execution of outdoor projects varies significantly by project scope. On average, planning takes three to six months, while implementation runs three to five and a half months. March through June are the most common months to start a project (47 percent), while November-​December are least common (six percent).
• Product purchases for kitchens and comfort: One in ten outdoor renovators invest in outdoor kitchen equipment, such as a grill and either built-​in cabinetry, a sink or a refrigerator (nine percent). Additionally, the top five outdoor categories for the Houzz Shop in 2017 are outdoor pots and planters, outdoor rugs, outdoor wall lights and sconces, outdoor cushions and pillows, and house numbers.
• Professional hiring remains high: Three-​quarters of homeowners hired a professional for an outdoor project completed in 2016 (73 percent). However, only 63 percent plan to hire a pro for an upcoming project, pointing to homeowner realizing that they are in need to greater help than initially expected.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.