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2026 Home Services Marketing Study
How Technology and Economic Pressures are Changing Homeowner Priorities and the Path to Hiring Service Providers
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HOME SERVICES COMPANIES ARE NAVIGATING A SHIFTING LANDSCAPE. IS YOUR STRATEGY KEEPING UP?
The last half decade dealt the home services industry several challenges, from the decline of the pandemic-driven boom in home renovation demand to the influence of elevated mortgage rates on homeowner mobility and spending choices. More recently, homeowners are also dealing with higher gas prices and expressing historically low consumer sentiment.
To better understand how developments from inflation to the rising use of artificial intelligence (AI) tools are influencing home services demand and customer journeys, Tinuiti surveyed 1,000 US homeowners in May 2026. Their responses offer marketers insight into how different generations are approaching provider discovery, research, and hiring.
Many Homeowners Are Spending More on Necessary Home Services, but Reducing Investment in Home Improvement Projects
Asked how their home services spending has tracked over the last year compared to the year prior, 36% of respondents spent more on home repair services and 28% spent more on home maintenance. This outpaces the 21% and 16% of respondents who spent less in these areas, as rising costs are increasing expenditures for necessary home services.
When it comes to home improvement services, though, 26% of respondents spent more, while a larger share (31%) spent less. With many home improvement projects proving to be more discretionary than maintenance and repair projects, it’s clear that homeowners are reducing their spending on less necessary services.
Dig Into How Homeowners are Approaching Home Repair, Maintenance, and Improvement Projects
Download the full study to get data-backed insights into key developments, including:
- The extent to which homeowners are using AI to research home services companies
- When homeowners typically search for providers for different services and how far in advance they prefer to book
- Communication preferences for booking appointments and how they differ by generation
- Gen Z’s focus on projects that reduce energy costs and how it stands out relative to the priorities of older generations
The COmplete Home Services Marketing Study Vault
