PGM Solutions finds homeowners open to outreach tied to home condition

PGM Solutions and Ascend2 surveyed more than 1,500 U.S. homeowners and found strong interest in marketing tied to home age, condition and service timing. The research suggests home services marketers can improve response rates by focusing on relevance, trust signals and likely project timing.

Why it matters: - Home services marketers may be able to reach homeowners more effectively when outreach matches real repair, maintenance or upgrade needs. - The research suggests timing and context matter as much as price in driving response. - The findings point to a sizable market for roofing, windows, HVAC, restoration, plumbing and remodeling businesses.

What happened: - PGM Solutions released new research with Ascend2 on June 17, 2026. - The study surveyed more than 1,500 U.S. homeowners. - The research examined homeowner project plans, contractor selection, spending expectations and responses to marketing. - 71% of homeowners said they are open to hearing from home service businesses with offers tied to the age or condition of their home. - 66% said they would likely work with a company that contacted them when service was needed.

The details: - 88% of homeowners plan a home improvement or repair project in the next 12 months. - 83% completed at least one significant project in the last three years. - More than one-quarter, or 28%, expect to spend more than $10,000 on projects in the coming year. - 71% of homeowners hire professionals for at least some home improvement work. - 73% cited cost as the biggest reason for delaying projects. - 27% said finding a contractor they trust is a challenge. - Recommendations from friends and family were the top way homeowners find service providers, at 55%. - Online search followed at 45%. - Price matters, but trust signals such as local reputation, recommendations, reviews and quality of work also shape final hiring decisions. - Homeowners said maintenance needs, comfort, home value, weather-related concerns and household changes influence improvement decisions. - The full 2026 Home Improvement Marketing Report is available for download at the full report.

Between the lines: - The results suggest homeowners are not ignoring marketing. - They appear more responsive to outreach that reflects what may be happening inside or outside the home and arrives at the right moment. - Michelle Taves, Group GM of PGM Solutions, said the opportunity is not simply reaching more homeowners but understanding who may need what and when. - PGM Solutions says its Home Factors product helps marketers use property-level signals tied to the interior and exterior of the home, along with household and behavioral insights, to time outreach more effectively.

What's next: - Marketers in home services may use the findings to tighten audience targeting and align campaigns with homeowner project timing. - PGM Solutions is positioning its Factors suite, including People Factors and Home Factors, as a tool for audience targeting and customer acquisition. - Ascend2 will likely continue producing custom research studies for demand generation and marketing content.

The bottom line: - Homeowners are most open to outreach that feels timely, relevant and grounded in the condition of their home, not generic promotion.