In 2019, HomeStars released the first-ever Reno Report that looked at Canadian attitudes, intentions and spending when it comes to home improvement. In 2020, amidst COVID-19, homeowners and home service pros alike wondered what this would mean for Canada’s home improvement industry. Would the fear of the pandemic and potential lack of job stability limit homeowners investing in their homes and overall spending? Would the renovation market collapse during this time from fear and unknown? We surveyed homeowners across Canada in 2020 and the results indicate the majority of respondents are still planning to take on home projects despite COVID-19. We’ve recapped some of our most interesting findings in this year’s Reno Report, a compilation of home improvement insights including what to expect in the home service industry this 2021.
Homeowners Are Still Renovating Their Homes
Eighty percent of homeowners surveyed said they were still willing to take on home renovations both inside and outside of the home, despite the pandemic. This insightful intel shares that homeowners are committed to continuing to improve their homes as they had originally planned in 2019. While safety precautions are surely top of mind, homeowners push forward in ensuring their home goals are met in 2021.
2020 Saw an Influx in Seasonal Projects Like Pool Installations
With the lack of travel felt by many families, exactly half of the homeowners surveyed took advantage of their time at home to conduct outdoor jobs like landscaping, fences, decks, pools, hot tubs and playgrounds. HomeStars saw an exceptionally high increase in pool installation and repair service requests throughout the summer months. For example, in July 2020, we saw a 600 percent increase in service requests for new inground pool installations compared to July 2019. All in all, great news for landscaping pros, pool installers, and other yard and garden pros alike.
Vacation Funds Went to Home Improvement Projects
In 2020, homeowners were putting their vacation dollars towards home improvement, with 21 percent reallocating funds to home renovation projects. Plus, many homeowners had additional savings from commuting that they previously had traveling to and from work. These saving trends and contributions towards home renovations are likely to continue well into 2021 with the majority of offices still following work from home protocol.
Homeowners Continue to Hire Pros for Their Jobs
85% of our survey respondents confirmed they would hire a contractor or other pro for their next home improvement project, a great statistic that can confirm that Canadians aren’t shying away from connecting with home service pros. Instead, they’re learning and educating themselves on pandemic protocol that should be considered when a pro enters their home. Pros are responsible for keeping their new regulations and safety precautions tight, and ensuring that homeowners can access this information on their website. These details can also be shared on social channels, and should be discussed during the quoting/hiring process for added confidence and security.
Overall, there are no signs of the home improvement industry slowing down. While initially cautious of taking on projects, homeowners have shared that they are still investing in their homes.
To learn more, get the full 2020 Reno Report here, and uncover all the new attitudes and behaviours that have impacted the home improvement space during the pandemic.
