Homeowners looking to add personality and individuality to their home are more likely to undertake a do-​it-​yourself remodel than hire a professional, according to the National Association of Realtors 2019 Remodeling Impact Report: DIY. The report also shows that cash-​strapped millennials are the most likely of any generation to take on a DIY project.

The report examines the differences between remodeling when hiring a professional compared to homeowners who pursue "do it yourself" projects. The report also differentiates between projects that were undertaken to benefit the homes of consumers and those that benefit consumers' pets. 

According to the report, homeowners reported a "Joy Score" of 9.9 for projects done themselves (Joy Scores range from 1 and 10, and higher figures indicate greater joy from the project). That is compared to a score of 9.6 for projects completed by professionals. DIYers also expressed a greater sense of accomplishment with a finished project, with 97% of respondents indicating a major or minor sense of accomplishment, compared to 93% of those who hired a professional.

Respondents indicated that the number one reason for undertaking a project was to increase functionality and/​or livability of their home (35% for DIYers and 41% for those hiring a professional). That is followed by increasing the home's beauty and aesthetics (19% and 18%, respectively) and adding durable and long lasting materials and appliances (15% and 18%). Projects which were designed to add personality to a home were twice as popular among DIYers than among those hiring a professional (10% and 5%).

The majority of Home Improvement Do-​It-​Yourselfers will likely head to the internet to do some research on how they would like to style their homes, how best to go about the process, and what tools to use. According to AudienceSCAN, 69% of this audience has used a search engine to research a product or service they were considering for purchase within the past month. They were likely using Google, the preferred search engine of 88% of this group. However, only 19.3% of this consumer group will go past the first page of search results, so be sure SEM and SEO are up-to-date!

"One of the pleasures of homeownership is the ability to take on projects to customize a house that truly make it your own. With plenty of owners taking on renovation projects as New Year's resolutions, this report is a great place to search for projects others have undertaken successfully," said John Smaby, a second-​generation Realtor from Edina, Minnesota and broker at Edina Realty. "Specifically, those taking on remodeling projects to get the most bang for their buck on resale should speak to a local Realtor, as they have unique and instrumental insights into which projects and upgrades bring the most value to homes in your area."

Nearly three-​fourths of Generation Y and Millennial consumers (73%,) over half of Generation X (51%) and 50% of younger boomers choose to DIY home projects. Seventy percent of the Silent Generation indicated that they hired a professional to complete their project, the highest of any generation. 

Pet Projects

When it comes to projects undertaken for the benefit of the consumer's pet, marginally more respondents indicated complete satisfaction when they hired a professional, 65% compared to 61 percent. However, consumers are more likely to DIY a project for a pet (56%) than a general home project (47%). Respondents who hired a professional to complete a remodeling project for their pet indicated a Joy Score of 9.3, while DIYer's reported a Joy Score of 9.4. The most popular animal-​driven renovations were fence and laminate floor installation, along with the additions of dog doors, with fences earning the highest Joy Score (9.4 for professional, 9.5 for D.I.Y.).

So, what's the best media with which to target Home Improvement Do-​It-​Yourselfers? Last year, 52.7% of this consumer group took action after receiving an email advertisement and 43.2% were driven to action after either receiving an ad via text message or after seeing an advertisement on their mobile smartphone apps, according to AudienceSCAN. They're also 15% more likely than other adults to take action after seeing an ad on a Daily Deals site. Also within the last year, 67.1% of these consumers took action because of a TV commercial they saw and 65% reacted to direct mail ads they received.

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.