Home Improvement Decision Process

HOME IMPROVEMENT DECISION PROCESS

A residential contractor’s understanding of the home improvement decision process will help in converting more potential homeowner sales prospects into new home improvement clients. The homeowner is like any consumer considering a major purchase, and passes through a series of stages until deciding to pull cash out of their wallet.

There are five stages in the home improvement decision process similar with other consumer buyer behavior. For a homeowner these stages are: 1) recognition of the need/problem to solve; 2) searching for information; 3) evaluation of available solutions; 4) selection of the solution and supplier; and 5) evaluation of the post solution purchase. You, the residential contractor, have the goal of being the solution supplier to the homeowner.

Let’s take a look at each stage in the home improvement decision process and where your contractor company plays its role.


HOME IMPROVEMENT DECISION PROCESS – RECOGNITION

Stage one in the home improvement decision process is the homeowner recognizing and identifying that there is some type of need or problem in his/her residence that requires a solution. All homeowners experience this sometime as residential property owners.

Some examples of homeowner need/problem are:

  • Roof Repair | Replacement
  • Windows Repair | Replacement
  • HVAC Maintenance | Replacement
  • Kitchen | Bathroom Remodeling
  • Flooring Repair | Replacement
  • Painting | Siding

Moving from this initial stage to taking some type of action will depend upon the urgency, importance and financial ability of the homeowner. For married homeowners, there is also the issue of reaching a consensus in the decision to move forward.

A residential contractor is not involved in this stage of the home improvement decision process.


SEARCHING FOR INFORMATION

Stage two is where the homeowner begins to search for information about the product or service that will resolve his/her problem or need. This search for information will vary a great deal based on the consumer’s personality and prior experience as a homeowner.

Some examples of homeowner information gathering are:

  • Internet Investigation
  • Social Media Consultation
  • Yellow Pages | Newspapers
  • Personal Reference Consultation

The amount of time and effort invested by the homeowner in this stage will generally reflect the urgency, level of financial investment and success in finding potential solutions to his/her need.

Home Improvement Helpers aids homeowners in their Internet investigation by maintaining an aggregate of home improvement websites.

A residential contractor is not involved in this stage of the home improvement decision process.


HOME IMPROVEMENT DECISION PROCESS – EVALUATION

Stage three in the home improvement decision process is where the homeowner evaluates the potential product or service that will resolve his/her need based on a set of criteria. This set of criteria is often obtained as part of the stage two information gathering.

Some examples of the homeowner criteria for the evaluation process of a potential product or service solution are:

  • Reputation Of Product Or Service Provider
  • Cost Versus Quality Of Solution (Perceived Value)
  • Long Term Benefit Of Solution Versus Investment
  • Guarantee | Warranty Of Solution | Service Provider
  • Service Provider Risk (Insurance | License | Bonded)

This stage corresponds to the homeowner doing his/her homework and due diligence. In this instance this refers to the research done before entering into an agreement or a financial transaction with another party, such as a residential contractor.

Home Improvement Helpers aids homeowners in their evaluation process by only working with professional residential contractors who are licensed, bonded and insured to help minimize service provider risk.

A residential contractor is involved in this stage of the home improvement decision process based on their public profile information and client references.


SELECTION OF SOLUTION | PROVIDER

Stage four is where the homeowner commits to the purchase of the product and the selection of who will provide that service to resolve his/her need. An agreement is initially signed, a financial deposit is made, and upon completion and acceptance by the homeowner, the outstanding balance is canceled. This is when the cash gets pulled out of the wallet.

Some examples of the homeowner selection of a potential product or service solution are:

  • Purchase of grade, quality and style of kitchen cabinets (not brand specific) and selection of kitchen remodeling contractor for installation.
  • Purchase of maintenance contract for existing HVAC equipment and selection of HVAC contractor for service.
  • Purchase of roof replacement from roofing contractor.
  • Purchase of grade, quality and style of windows replacement and selection of windows contractor for installation.
  • Purchase of house repainting, specifying grade, quality and color from painting contractor.

This stage corresponds to the homeowner acting as the “money” and as an observer as the service is performed by the residential contractor.

Home Improvement Helpers is not involved in this stage of the home improvement decision process.

A residential contractor is involved in this stage of the home improvement decision process based on their implementing the decision of the homeowner.


HOME IMPROVEMENT DECISION PROCESS – POST PURCHASE EVALUATION

Stage five in the home improvement decision process is the post-purchase evaluation by the homeowner. This process continues for an extended period of time (e.g., warranty period) while the product is being used by the homeowner.

The homeowner will evaluate the “correctness” of his/her selection of product or service solution to resolve the need or problem recognized in Stage one. If it doesn’t, the homeowner will be unsatisfied and can take actions to remedy the product or service.

Some examples of homeowner actions to remedy being unsatisfied with the selection of product or service solution are:

  • Advising the residential contractor of his/her disappointment to see what can be done to correct the situation. The contractor has a vested interest in having a satisfied client for future repeat business and new home improvement client referrals.
  • If the above does not result in the homeowner’s expectations, publishing a review on the contractor directory site, may result in the contractor reconsidering the issue.
  • Similar to the above, the use of local social media provides a public forum for airing the homeowner’s feelings about a residential contractor.
  • The homeowner always has the power to give or withhold positive word of mouth references to their circle of contacts.

Home Improvement Helpers is not involved in this stage of the home improvement decision process.

A residential contractor is involved in this stage of the home improvement decision process based on how they value the importance of their client relationships.


WHY WE ARE DIFFERENT

Home Improvement Helpers has provided residential contractor project leads to national building and construction suppliers for more than five years. They have used these leads as a means to recruit and incentivize contractors to purchase their products.

For them offering home improvement leads has been a good marketing strategy. Their business is selling construction products, not the production of quality home improvement leads.

These leads are passed to multiple contractors over an extended period of time. Consequently, they waste a contractor’s time and resources because they chase homeowner projects that have been picked over, again and again.

We do not sell construction supplies or burned out home improvement leads to multiple contractors. We simply offer high quality, economical telephone-verified sales opportunities to residential contractors.

These telephone-verified sales opportunities provide residential contractors a greater chance of closing business with a homeowner. They complement a residential contractor’s current marketing activities to generate new business.

We believe that our home improvement leads offer a residential contractor the lowest cost, highest return on investment to generate new business.


READY TO GROW YOUR BUSINESS?

Call us at 919-794-8443 or Get Started today.

We understand that your marketing needs are unique to your business. Talk with one of our representatives to see if exclusive, telephone-verified sales opportunities from Home Improvement Helpers are a good fit for your contracting business.