GITNUXREPORT 2025

Marketing In The Home Improvement Industry Statistics

Digital marketing drives 55% of home improvement consumer projects online.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

81% of home improvement consumers start their project planning online

Statistic 2

70% of homeowners research products and services online before making a purchase

Statistic 3

Social media influences 47% of home improvement product purchases

Statistic 4

78% of consumers use a search engine to find local contractors and home improvement services

Statistic 5

The average homeowner spends around 6 hours researching home improvement projects online

Statistic 6

Video marketing influences approximately 64% of home improvement consumers’ purchasing decisions

Statistic 7

82% of homeowners prefer to see before and after photos when evaluating home improvement services

Statistic 8

45% of home improvement leads come from online platforms

Statistic 9

67% of home improvement consumers prefer to book appointments online

Statistic 10

58% of home improvement consumers watch online how-to videos before making a purchase decision

Statistic 11

Mobile devices account for 62% of all online home improvement searches

Statistic 12

50% of home improvement leads come from referrals and word-of-mouth

Statistic 13

76% of consumers are more likely to contact a contractor if they watch a video about their project

Statistic 14

48% of homeowners prefer receiving promotional offers via email from local service providers

Statistic 15

85% of consumers who see a handyman’s or contractor’s ad online visit their website or contact them within 24 hours

Statistic 16

65% of clients prefer virtual consultations via video call before hiring a contractor

Statistic 17

80% of home owners ready to start a project use online resources to compare contractors

Statistic 18

Nearly 55% of home improvement searches are made on mobile devices

Statistic 19

72% of consumers prefer to see a company's amenities and credentials on their website

Statistic 20

About 65% of homeowners seek virtual project estimates before starting renovation work

Statistic 21

Around 71% of consumers use online comparison tools to evaluate home improvement services

Statistic 22

90% of home improvement shoppers who view detailed project galleries are more likely to convert

Statistic 23

The majority of home improvement leads come from mobile searches conducted during evenings or weekends

Statistic 24

85% of consumers trust brands that have active social media presence

Statistic 25

48% of consumers prefer to see virtual project walkthroughs before hiring

Statistic 26

The average time from online inquiry to project start is 10 days

Statistic 27

55% of home improvement consumers look for eco-friendly options

Statistic 28

Digital advertising accounts for approximately 55% of total marketing budgets in the home improvement sector

Statistic 29

63% of home improvement companies report that website lead generation is their primary growth driver

Statistic 30

Email marketing ROI in the home improvement industry is estimated at $42 for every dollar spent

Statistic 31

Google ads are used by 42% of home improvement companies to generate leads

Statistic 32

The average click-through rate (CTR) for Google Ads in the home services sector is approximately 3%

Statistic 33

52% of marketing budgets in the industry are allocated toward digital channels

Statistic 34

Content marketing leads to 3 times more leads than traditional marketing in the home improvement industry

Statistic 35

Instagram is used by 40% of home improvement companies for visual marketing

Statistic 36

PPC campaigns for local contractors have an average conversion rate of 9%

Statistic 37

35% of home improvement companies plan to increase their digital marketing budget in the next year

Statistic 38

The average cost per lead for Google local service ads is $6.75

Statistic 39

Approximately 60% of home improvement companies invest in content marketing to generate leads

Statistic 40

The average bounce rate for home improvement website landing pages is around 45%

Statistic 41

The use of augmented reality (AR) tools in home improvement marketing is expected to grow by 30% annually

Statistic 42

Email newsletters have an average open rate of 21% in the home improvement industry

Statistic 43

Use of chatbots on home improvement websites increases lead capture by 25%

Statistic 44

The average cost per click (CPC) for home service ads on Google is approximately $4.32

Statistic 45

33% of home improvement companies plan to increase investment in local SEO in the next year

Statistic 46

60% of home improvement companies report that social media advertising has increased their lead volume

Statistic 47

37% of home improvement companies report success from influencer marketing campaigns

Statistic 48

56% of homeowners use online reviews as a key factor in choosing a home improvement contractor

Statistic 49

55% of consumers trust online reviews as much as personal recommendations

Statistic 50

The use of customer reviews in marketing increases conversion rates by up to 15%

Statistic 51

Home improvement video content gets 3 times more engagement than static images

Statistic 52

69% of consumers have contacted a home improvement company after viewing their social media content

Statistic 53

Facebook remains the most popular social media platform for home improvement marketing, used by 68% of businesses

Statistic 54

40% of home improvement companies report that their highest engagement comes from video tutorials

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Key Highlights

81% of home improvement consumers start their project planning online
70% of homeowners research products and services online before making a purchase
Digital advertising accounts for approximately 55% of total marketing budgets in the home improvement sector
Social media influences 47% of home improvement product purchases
78% of consumers use a search engine to find local contractors and home improvement services
The average homeowner spends around 6 hours researching home improvement projects online
63% of home improvement companies report that website lead generation is their primary growth driver
Video marketing influences approximately 64% of home improvement consumers’ purchasing decisions
Email marketing ROI in the home improvement industry is estimated at $42 for every dollar spent
56% of homeowners use online reviews as a key factor in choosing a home improvement contractor
Google ads are used by 42% of home improvement companies to generate leads
82% of homeowners prefer to see before and after photos when evaluating home improvement services
Home improvement video content gets 3 times more engagement than static images

In an industry where 81% of consumers begin their projects online and digital marketing accounts for over half of all home improvement marketing budgets, mastering the art of digital outreach has become the ultimate game changer for contractors seeking growth and visibility.

Consumer Behavior and Preferences

81% of home improvement consumers start their project planning online
70% of homeowners research products and services online before making a purchase
Social media influences 47% of home improvement product purchases
78% of consumers use a search engine to find local contractors and home improvement services
The average homeowner spends around 6 hours researching home improvement projects online
Video marketing influences approximately 64% of home improvement consumers’ purchasing decisions
82% of homeowners prefer to see before and after photos when evaluating home improvement services
45% of home improvement leads come from online platforms
67% of home improvement consumers prefer to book appointments online
58% of home improvement consumers watch online how-to videos before making a purchase decision
Mobile devices account for 62% of all online home improvement searches
50% of home improvement leads come from referrals and word-of-mouth
76% of consumers are more likely to contact a contractor if they watch a video about their project
48% of homeowners prefer receiving promotional offers via email from local service providers
85% of consumers who see a handyman’s or contractor’s ad online visit their website or contact them within 24 hours
65% of clients prefer virtual consultations via video call before hiring a contractor
80% of home owners ready to start a project use online resources to compare contractors
Nearly 55% of home improvement searches are made on mobile devices
72% of consumers prefer to see a company's amenities and credentials on their website
About 65% of homeowners seek virtual project estimates before starting renovation work
Around 71% of consumers use online comparison tools to evaluate home improvement services
90% of home improvement shoppers who view detailed project galleries are more likely to convert
The majority of home improvement leads come from mobile searches conducted during evenings or weekends
85% of consumers trust brands that have active social media presence
48% of consumers prefer to see virtual project walkthroughs before hiring
The average time from online inquiry to project start is 10 days
55% of home improvement consumers look for eco-friendly options

Consumer Behavior and Preferences Interpretation

In an era where nearly nine out of ten homeowners start their home improvement journey online, savvy contractors must harness the power of mobile searches, engaging visual content, and virtual consultations to transform digital interest into blueprints and renovated realities—since today’s consumers prefer browsing, comparing, and even estimating from their smartphones before making that first hammer swing.

Digital Marketing Strategies and Performance

Digital advertising accounts for approximately 55% of total marketing budgets in the home improvement sector
63% of home improvement companies report that website lead generation is their primary growth driver
Email marketing ROI in the home improvement industry is estimated at $42 for every dollar spent
Google ads are used by 42% of home improvement companies to generate leads
The average click-through rate (CTR) for Google Ads in the home services sector is approximately 3%
52% of marketing budgets in the industry are allocated toward digital channels
Content marketing leads to 3 times more leads than traditional marketing in the home improvement industry
Instagram is used by 40% of home improvement companies for visual marketing
PPC campaigns for local contractors have an average conversion rate of 9%
35% of home improvement companies plan to increase their digital marketing budget in the next year
The average cost per lead for Google local service ads is $6.75
Approximately 60% of home improvement companies invest in content marketing to generate leads
The average bounce rate for home improvement website landing pages is around 45%
The use of augmented reality (AR) tools in home improvement marketing is expected to grow by 30% annually
Email newsletters have an average open rate of 21% in the home improvement industry
Use of chatbots on home improvement websites increases lead capture by 25%
The average cost per click (CPC) for home service ads on Google is approximately $4.32
33% of home improvement companies plan to increase investment in local SEO in the next year
60% of home improvement companies report that social media advertising has increased their lead volume
37% of home improvement companies report success from influencer marketing campaigns

Digital Marketing Strategies and Performance Interpretation

With digital marketing shaping over half of home improvement firms’ strategies—driving threefold lead growth through content, social media, and innovative tools like AR—it's clear that investing in online channels isn't just a trend but the blueprint for building both homes and business growth in today’s competitive market.

Online Reviews and Trust Factors

56% of homeowners use online reviews as a key factor in choosing a home improvement contractor
55% of consumers trust online reviews as much as personal recommendations
The use of customer reviews in marketing increases conversion rates by up to 15%

Online Reviews and Trust Factors Interpretation

With over half of homeowners relying on online reviews—trusting them as much as personal recommendations—it's clear that in the home improvement industry, a glowing review isn't just a badge of honor, but a digital handshake that can boost your conversion rate by up to 15%.

Social Media and Engagement Trends

Home improvement video content gets 3 times more engagement than static images
69% of consumers have contacted a home improvement company after viewing their social media content
Facebook remains the most popular social media platform for home improvement marketing, used by 68% of businesses
40% of home improvement companies report that their highest engagement comes from video tutorials

Social Media and Engagement Trends Interpretation

With video tutorials catalyzing the highest engagement and social media content prompting over two-thirds of consumers to make contact, it's clear that in the home improvement industry, visual storytelling—and Facebook’s reign—are remodeling the marketing landscape faster than a DIY project gone viral.