New research from Leaf Home, a national provider of home improvement products and solutions, and Morning Consult, an intelligence and technology company, reveals a trust gap in the home improvement industry. Among homeowners’ top concerns are the availability and cost of trustworthy labor. The study also explores perceptions and experiences related to home improvement, including do-it-yourself (DIY) projects and third-party platforms that connect homeowners with service providers. Leaf Home worked with Morning Consult to survey 2,074 homeowners in the United States between Nov. 11 and Nov. 17, 2024.
Key findings include:
Incomplete jobs, unreliability, and poor communication are homeowners’ top pain points when working with service providers
Homeowners experience the most doubt about their chosen home improvement professional during cost discussions, completion of work, and assessment of the final product.
- They place the most trust in word–of–mouth recommendations when selecting providers (61 percent) and the least in third-party platforms (14 percent).
- Nearly 30 percent of homeowners have had a negative experience with a professional sourced from a third-party platform.
Many homeowners are taking on DIY projects to save money, risking safety
58 percent attempted a DIY project in the past five years, with 20 percent eventually hiring a professional to fix their work. The number increases to 33 percent for Gen Z and 29 percent for Millennials, compared to Gen X (18 percent) and Baby Boomers (11 percent).
- When it comes to doing projects themselves, safety is a priority for most homeowners, yet 63 percent feel safety is overlooked when taking on DIY projects.
Fixer-uppers are enticing opportunities in today’s housing market, especially among younger generations
Nearly half of homeowners (49 percent) view fixer-uppers as a benefit instead of a drawback, increasing among Gen Z (64 percent) and Millennials (61 percent). 43 percent of homeowners would buy a house even if it required significant work/maintenance, rising among Millennials (61 percent) and Gen Z (54 percent).
“Homeowners shouldn’t have to choose between neglecting repairs and taking on DIY projects beyond their expertise because of distrust in home improvement. They deserve reliable professionals who get the job done right at every step,” said Rocco Mango, CEO of Leaf Home. “This lack of trust impacts the entire industry, and it’s our responsibility as leaders to drive change. It’s not easy work, and it won’t happen overnight, but our home improvement pros are committed to making it happen.” QR
