k+b trends
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Prepare Your Business for the New “Empowered Client” Study finds homeowners choosing style over profit.
By Liza Hausman, Vice President, Houzz
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H
ome resale value is taking a big back seat to comfort and function as Americans feather their nests for
themselves. Homeowners may be staying put in their current homes, but they’re doing it in style, even cutting back on vacations and other big-ticket items rather than delaying home improvement projects. “Improving the look and feel of the space” is tops for 86 percent of homeowners, according to the Houzz & Home study conducted among users of Houzz. com. In contrast, less than half say increasing home value is their most important consideration.
And now, thanks to online tools such as Houzz, today’s homeowners know more about what they want and how to get it than ever before. The importance of livability over profit is just one of several key findings from the Houzz survey. Houzz is a collaborative platform
of ideas and advice for their next remodeling project, while only 11 percent cited magazines, two
for home remodeling and design, bring-
percent cited television and another two percent cited vendors as their main resource.
ing homeowners and home professionals together in a uniquely visual community
Many of these tools are improving communication between homeowners and professionals, and
using mobile, local and social tools. More
increasing the probability that both consider the finished project a success. On Houzz, the new
than six million people use the website each
communication tool takes the form of ideabooks – sharable online folders of photos and notes.
month.
Meet the Empowered Client
Here’s how homeowners and professionals are describing the impact: + Self-discovery. One of the most basic needs for homeowners is the ability to find their own
The empowered client runs the gamut
style, or agree with a spouse on a mutual style. As one homeowner describes “Browsing the
from the well prepared to the quite literally
web is so frustrating! The ability to save photos to my ideabooks has been so helpful in help-
hands-on, and she is asserting herself at all
ing me recognize my own style and make decisions.”
income levels.
+ Articulating a vision. Says another homeowner “We are starting the process of building a
She relies primarily on online tools. 68
home, and the ideabooks have been invaluable, from communicating what we want to our
percent of homeowners surveyed cited
architect, to picking colors and finishes with the designer! We will use this tool through the
Houzz and the web as their primary source
completion of our project.”
12 | NKBA.org | Summer/Fall 2012