Builders to Promote Walk-​in Pantries and Granite Countertops

BY Rachel Cagle
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A national survey commissioned by Erie Insurance found that more than half of U.S. homeowners (53%) are happy with the features they chose for their homes, but the rest (47%) regret one or more of the features they chose.

The survey asked homeowners about features they wanted and got when they bought their home, but wouldn't get again if they were buying a home today. It also asked about features homeowners did not get but now wish they had.

Overall, homeowners are much more likely to regret not getting certain features than getting them. For example, of all the features homeowners were asked about in terms of what they wanted and got but wouldn't choose again, the biggest percentage (9%) say the wouldn't get hardwood floors again. But, when asked a separate question about features they didn't get but wish they had, a much larger percentage (16%) say they wished they had gotten hardwood floors.

Granite countertops are another feature where homeowners are on different sides of the fence. Granite countertops were second on the list of features homeowners wanted and got but wouldn't choose again, with 8% saying that. But, more than twice as many homeowners (18%) regret that they did not get granite countertops.

Major Home Remodeling Project Starters who want to add features to their homes will likely turn to the internet to learn more about fulfilling their needs. Last month, according to AudienceSCAN, 61.5% of these shoppers used a search engine to research a product or service they were considering. Many are motivated by deals. Last month, 50.9% of these shoppers used the internet to find coupons or discount codes, 36.3% have used a mobile device within the last six months to redeem or download coupons and, within the last year, 57.6% took action because of ads they saw on daily deals websites such as Groupon.

A fair number of people regret not getting green features in their homes, such as tankless water heaters (16% wish they had one) and solar panels (15%).

Below are the top five features homeowners didn't get but wish they had:

FeaturePercentage of homeowners who now wish they had it
1. Walk-​in pantry30.2%
2. Granite countertops17.8%
3. Kitchen island16.8%
4. Tankless water heater16.4%
5. Finished basement16.2%

Regardless of how they feel about various features inside and outside their homes, the survey found that an overwhelming number of people are fond of their homes, with 94.6% saying they like or love them.

Businesses offering the products and services needed to remedy Major Home Remodeling Project Starters' home-​based wants can promote their services through digital advertisements. Last year, according to AudienceSCAN, 59.8% of these consumers took action after receiving email ads, 49.8% were motivated to action after either receiving an ad via text or seeing an advertisement on their mobile smartphone apps and 45.7% clicked on text link ads on websites. They're also 39% more likely than others to take action after seeing ads in both print and online directories. Don't be afraid to mix in some traditional components into the ad campaign, though. Last year, 70.2% took action after seeing TV commercials and 57.9% were driven to action by ads in both digital and print newspapers.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.