July’s 3 hot topics for home-improvement marketers

HGTV runs cold, renting runs hot, and influencing runs wild.
by The Drill Down Team on July 26, 2023

Study: HGTV is generating a sea of sameness in home improvement

If you’ve ever watched a home makeover show on HGTV, you know the key “before” sequence. It’s when the camera critically pans over the house and the host points out everything that needs to be fixed. The decor? Cluttered. The paint? Cringe. The overall takeaway is that the home is an utter embarrassment and needs a total overhaul before anyone of taste would consider putting a doormat out front.

But what happens when people consider how their own homes might fare under this kind of scrutiny? It can lead to an overwhelming sameness in aesthetics. More here: (Source)

The S/M Take: 

Talk about unintended consequences… but honestly, this is more about us than HGTV. Our desire for acceptance runs contrary to individualism. Going forward as an industry, let’s celebrate creativity and risk-taking in design, and provide a product mix that allows for interpretation over conformity.


The new American Dream might mean a lease, not a mortgage

America is in the middle of a housing crisis. There are only 1.08 million existing homes on the market, and the affordability of a single-family home is at its lowest level in several decades. One bid to close the estimated 3.8 million unit deficit in housing is by building new, single-family homes — but some are not for sale, they’re for rent.

This relatively new and growing segment of the housing market is called “build for rent” or BFR (or “build to rent” or BTR). Often constructed in suburban areas with low crime and near good schools, BFR homes attract those who want the lifestyle of a house — but the affordability or convenience of renting. More here: (Source)

The S/M Take: 

Every economic and behavioral shift creates an opportunity. In this case, how can home-improvement marketers serve those who don’t quite own, i.e., “pseudo-buyers”? Let’s meet them where they are. They’ll feather this temporary nest, but in 2-3 years, move to their first purchased home. They’re ripe for the grills, the mowers, the furnishings, even the luxuries like wine coolers and tech, that can move with them. It’s a micro-market, but it’s legit.


When they tell you to get off of social media, show them this

Are you a fan of home improvement shows? You've probably wondered how much your favorite stars make from their social media presence. Thanks to a recent study conducted by real estate experts Agent Advice, we now know how much some of the top TV real estate and home improvement stars can earn per sponsored post on Instagram. Here's a rundown of Instagram's highest-paid home improvement influencers. More here: (Source)

The S/M Take: 

Y’know, we only have ourselves to blame for this largesse. The role of the influencer, especially the celebrity influencer, has exploded. Viewers watch, and they buy. Is it a bubble, or permanent? Well, when we consider our top story ^, it makes us wonder if conformity and adherence to the recommendations of stars whom we’ve never met is about to meet its expiration date. 

Let us know what you think. Share your thoughts at our contact link below and we might feature them in an upcoming issue.


From "dummy" to "DIY"

Meet the self-proclaimed “dummy” who became a DIY home improvement star on social media. More here: (Source)

The S/M Take: 

This is the hero we’ve all been waiting for.

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