Operation Underwear is under way and we could use a hand →
 
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.An illustration of a house tilted at an angle, with its foundation lifted from the ground. A tree stump and severed power lines are visible nearby. The sky is clear, and neighboring houses are seen in the background surrounded by trees.
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. 
SUBSCRIBE BELOW

FRESH READ

Santa Claus wearing a construction helmet and safety vest flies a sleigh filled with good tidings and construction tools, pulled by reindeer, soaring through a cloudy sky.

We bring good tidings and coal for all who have it coming

Like any industry, home improvement and construction has its share of sinners and saints. This month, we offer a shortlist of each.

by The Drill Down Team on December 18, 2025

RECENT DRILL DOWNS

A construction worker in a hard hat faces a house, surrounded by many red hard hats on the ground, symbolizing action and reaction at a busy work site filled with vehicles and equipment.

Sometimes an action can have an opposite and not-completely-equal reaction

by The Drill Down Team

Government actions, technological breakthroughs, market forces — and the human cost they each extract.
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

by The Drill Down Team

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

GET THE DRILL DOWN IN YOUR INBOX

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.

Get In Touch
Chicago
444 N. Wells St.,
Suite 204
Chicago, IL 60654
Wheaton
107 N. Hale St.,
Suite 200
Wheaton, IL 60187
Social
linkedin iconinstagram iconx iconfacebook icon
© 2025 Simon/Myers, LLC.