May is National Home Remodeling Month: Plan Your Home Services Marketing Strategy Now

May is National Home Remodeling Month, but for remodelers, your home services marketing strategy starts now. This industry event kicks off the home improvement season as warmer weather prompts many homeowners to start planning renovations.

The remodeling industry in the U.S. is a multi-billion-dollar sector, with spending topping $400 billion annually. After two years of decline, annual expenditures for improvements and maintenance to owner-occupied homes are expected to increase throughout 2025, according to the Leading Indicator of Remodeling Activity (LIRA) released earlier this year.1

Three Trends that Create Opportunity for Home Remodeling

1-Aging Housing Stock

American homes are getting older, currently tied for the oldest housing stock on record, with many homes over 50 years old. Older homes often require significant structural updates, making them prime candidates for extensive remodeling projects, from repairs and modernization to aesthetic upgrades to meet contemporary standards.2

2-The Need for More Space

There is a growing mismatch between the square footage of homes and the volume of goods homeowners accumulate. In recent years, homes have amassed more durable goods while the available square footage has decreased.2

3-Escalating Home Equity

Since 2020, American homeowners have accrued an unprecedented $12 trillion in home equity, giving them the financial means to invest in significant remodeling projects.

Nationwide, more homeowners plan to start a major home improvement or repair in the next six months than to purchase a new home.2

Major Purchase Plans in the Next 6 Months

Source: Prosper 2025

A survey shows that 75% of those 50+ want to stay in their current homes for as long as possible. 34% recognize the need to make physical changes to their home to age in place.3

Don’t overlook movers: Homeowners planning to sell their homes are also a potential market, as 89% who have sold their homes in the past three years reported that they made upgrades before selling.4

What kind of remodeling projects are homeowners looking to start?

According to Builders First Source, top home remodeling trends to expect in 2025 will include sustainable and energy-efficient upgrades, multifunctional spaces, smart home integration, and of course—kitchens and bathrooms.5 Kitchens and bath upgrade projects continue to yield the highest return on investment.6

  • Sustainable and eco-friendly materials
  • Multi-functional spaces
  • Energy efficiency and resilience
  • Kitchens with personality
  • Outdoor living spaces
  • Bold colors and statement pieces
  • Spa-like bathrooms
  • Smart home integration
  • A focus on health and wellness
  • Vintage and retro influences

Home improvement projects that boost energy efficiency will help drive growth, especially among millennial homeowners.7

Homeowners Are Looking for Pros

More than one-third (36%) of homeowners planning renovations and improvement projects are looking for professionals to complete projects for them.6 That number increases to 40% of those planning bathroom projects and 43% of homeowners planning kitchen projects.8

Top Factors People Consider When Choosing a Home Remodeler

When selecting a professional, the following elements impact decision-making:

  • Available to start the project on my timeline – 89%
  • Final written bid – 88%
  • Endorsed by someone I trust – 86%
  • Proactively provides references – 82%
  • Online reviews – 80%
  • Financing options – 62%

Note that 58% solicit three or more bids before making a decision. Keeping your business top of mind with your target audience is critical for consideration during the buying process.6

Connect and Engage Homeowners with Multi-Channel Home Services Marketing

National Home Remodeling Month is a perfect opportunity for remodelers and home services providers to increase their visibility by aligning print and digital advertising content to build brand awareness among homeowners eager to enhance their living spaces. This strategic home services marketing promotion can lead to increased online engagement and customer acquisition.6

Major home remodeling project starters have responded to print and digital ads in the past 12 months.6 A coordinated, multi-channel strategy targeting homeowners most likely to do business with you is key to raising awareness and engaging consumers as they evaluate providers.

Home Remodeling Starter Advertising Response – Past 12 Months

Learn more about how home services providers have partnered with Mspark to grow their business in our case studies. Click “get started” below to connect with an expert to plan your strategy.

Sources: Modest Gains in 2025 Outlook for Home Remodeling | Joint Center for Housing Studies1; Three Reasons to be Excited for the Future of the Remodeling Industry 2024 | Builders FirstSource2; “Where We Live, Where We Age: Trends in Home and Community Preferences.” AARP.org. Web 5 Jun 20243; The Renovation Generation Needs Help Updating Their Homes Before They Sell, According to Coldwell Banker Survey. Coldwell Banker. Web. 5 Jun. 20244; Home Remodeling Trends for 2025 | Builders FirstSource5; AdMall 20246; “Energy Saver Design.” energy.gov. n.d. Web. 5 Jun. 20247; “State of the Pro. Annual Report. Lowe’s Companies, Inc. Web. 5 Jun. 20248

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