Radio Ads Influence Home Improvement Projects

By many accounts, consumers will be opening their wallets to spend on home improvement projects this year. We’re not quite at the annual spending level that was reached right before the recession, but homeowners are paintstorebuying more paint and plumbing fixtures and paying for more contractor and architect services. For many marketers, the biggest question is how to connect with homeowners who are considering home upgrades. The Radio Advertising Bureau has published new research showing the big impact of radio ads on these homeowners.

The RAB surveyed about 12,000 consumers regarding home improvement plans last fall. The survey respondents noted their intentions for the coming year:

  • A project of any sort will be tackled in the next 6 months: 30%
  • Bathroom and kitchen upgrades: The top indoor projects for all ages and genders
  • Deck or patio: The top outdoor project

The consumers in this survey are largely do-​it-​yourselfers but they also recognize their limitations. For many  larger projects, homeowners will be calling in the professionals. Reputation, more than price, is the top criteria for selecting a contractor.

The survey also indicates that younger consumers, those ages 18–34, feel a connection to radio station personalities. These consumers tend to trust the home improvement service recommendations of these personalities. Radio stations may be exploring  the best way to create promotional messages for marketers by using the voice talent of their strongest personalities in order to reach these consumers.

Last year, the home remodeling market was valued at nearly $130 billion. Several firms interviewed for a recent Wall Street Journal article noted that they’d experienced their first solid sales increase in 6 years in 2013 and are optimistic about 2014. This trend may be encouraging more of these businesses to increase marketing as well.

To learn more about the Home Improvement/​Restorer audience, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.