A whimsical house standing on its corner, appearing to balance on a twisted bent pole anchored to the ground. It's surrounded by neatly landscaped lawns and flanked by other traditional houses under a sunny sky.

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The Drill Down

Home Improvement news, improved.

Welcome to The Drill Down, a fast, fun, monthly summary of home improvement news with our marketing POV.

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FRESH READ

A person in overalls and a cap stands in tall grass, holding a red toolbox and a drill, looking toward factories emitting large plumes of smoke, with an American flag on their back—symbolizing lifestyle changes and people on the move.

There are some things only makers can do

When warfare, climate change and government policy create need, this industry fills the void.

by The Drill Down Team on October 27, 2025

RECENT DRILL DOWNS

A worker in a hard hat watches as a drone lifts a large stack of lumber labeled "OpenAI" at a moving wooden house construction site, with mountains and dramatic clouds setting the scene for this industry moment.

Everybody’s on the move but not in the way you think

by The Drill Down Team

If people aren’t moving to new homes, the home improvement and building industry can come to them.

Three homeowners in front of a house lift a section of grass like a carpet, revealing cash underneath. The warm, evening light enhances the suburban yet surreal atmosphere, challenging the idea of cookie-cutter neighborhoods.

Today’s homeowners are rejecting cookie-cutter. Brands should too.

by The Drill Down Team

As homeowners disrupt the norms of home improvement and decorating, it creates opportunities for savvy brands.

A funnel above a house collects various household objects, swirling in the market sky. The house, surrounded by trees and neighboring homes under a partly cloudy sky, creates a surreal, autumn setting.

If the market won’t move, let’s change the conversation

by The Drill Down Team

We consider a few tasty – and potentially profitable – alternatives to the sluggish conventional resell environment.

People walk toward the entrance of a grand building with banners reading "NeoCon" and "Design, Sample, Build." Under the sunny sky, attendees gather to explore special edition paint trends inside the elegant stone facade.

Special Edition: 4 Paint Trends from Pros at NeoCon

by The Drill Down Team

We're giving Behr the floor for this edition of The Drill Down covering everything from AI to Pinterest to RTOs.

Two people study a large map of the U.S. on a table, coffee and breakfast nearby. The map shows disasters—red smoke, storm clouds, and a hurricane—hinting at how real estate and housing trends might be affected across the country.

What’s roiling the housing market? More than meets the eye

by The Drill Down Team

We peel back the roof to reveal the range of reasons that American housing is in such flux.

A glass of water with ice cubes shaped like miniature houses inside and one melting house-shaped ice cube outside, symbolizing construction and resilience, casting reflections and shadows on a smooth surface.

Half-full or half-empty? The rising debate about housing’s future

by The Drill Down Team

The data tells one story, but human realities foreshadow quite another.

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The Drill Down is a fast, fun, monthly summary of home improvement news with our marketing POV.

HOW WE IMPROVE

We are committed to diversification. Jopwell is our guide. As a leader in diversity and inclusion in the workforce, Jopwell represents and advances careers for Black, Latinx, and Native American students and professionals.

FRESH READ

There are some things only makers can do

RECENT DRILL DOWNS

Everybody’s on the move but not in the way you think

Today’s homeowners are rejecting cookie-cutter. Brands should too.

If the market won’t move, let’s change the conversation

Special Edition: 4 Paint Trends from Pros at NeoCon

What’s roiling the housing market? More than meets the eye

Half-full or half-empty? The rising debate about housing’s future

HOW WE IMPROVE

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