Online reviews drive how Millennials choose remodelers: Survey

The Home Industry Leadership Board in January released results of its first annual Homeowner Mood & Mindset national survey. The results reveal homeowners’ attitudes toward researching, hiring and working with home service professionals.


“A goal of the survey was to examine how the new generation of homeowners approaches the hiring process as compared to the older generation of homeowners,” said Chris Terrill, HILB president. “This information helps to identify opportunities to improve the hiring process for homeowners and service professionals, especially as it relates to the Millennial Generation.”


Key points and takeaways from the survey include:


  • The most important criteria to homeowners of all ages in hiring home improvement professionals are good reviews and trusted references.


  • The Millennial Generation prefers its home improvement professional contact them via text or email rather than phone or in person.


  • The Millennial Generation prefers to get recommendations on service professionals from Internet sources such as Yelp and HomeAdvisor, rather than referrals by friends and family or from direct mail sources such as mailers.


  • Compared to other age segments, the Millennial Generation is the least satisfied with their experience in hiring a professional. Getting estimates and setting appointments with professionals are main points of frustration for this age group.


Download an infographic summarizing the survey results right here.


“Working with Millennial homeowners presents a unique set of challenges for businesses,” said Christopher Toleman, HILB vice president and Co-Owner of Aracon Construction. “It’s best to assume the Millennial is somewhat of an expert in his/her mind since they have already done their research and checked out your company’s reputation, products and services, and are ready to do business with you when you show up at the door.”


The survey was completed by 1,000 homeowners who had hired a professional in the past year for a home project. The survey examined how a homeowner’s age impacts their experience and likeliness to hire and work with a service professional, what factors influence a homeowner’s decision to hire, and how attitudes toward green building affect hiring decisions.


HILB is a nonprofit board focused on bridging the gap between homeowners and service professionals through the collaboration of leading home industry associations, manufacturers and home industry leaders. To view the complete survey, or for more information on HILB, visit


About HILB
The Home Industry Leadership Board is a nonprofit business that works to bridge the gap between homeowners and service professionals. HILB does this through the collaboration of leading home industry associations, manufacturers and home industry leaders such as the National Kitchen and Bath Association, the National Association of Home Builders and American Home Contractors. HILB provides education and thought leadership on emerging issues and trends in home improvement, maintenance and repair.


Survey Methodology
This survey was conducted online within by LLC in August 2013 among 1,000 adult homeowners ages 18 and older who had hired someone to help with a home improvement, repair or maintenance task in the past year. For complete survey methodology, please contact Kristine Hawthorne at