Author: Annette Malave, SVP/Insights, RAB
Home improvement used to be about style. Today, it’s about strategy. Remodeling is no longer a weekend project. It’s a lifestyle adjustment, a financial decision and for many, a necessity. Rising housing costs, aging homes and changing living needs have shifted homeowners’ mindset from “Should we renovate?” to “How do we make our home work better for us?”
Even amid economic uncertainty, homeowners continue to invest in their spaces. According to a Leads4Build report, the home improvement/remodeling market hit $509 billion in 2025 for owner-occupied homes. The total market for all homes exceeds that – $600 billion. This highlights the ongoing strength of the category.
There are several catalysts driving this growth. High mortgage rates are influencing renovation versus relocation. In fact, 2024 had the lowest mobility rate according Harvard’s Joint Center for Housing Studies. The pandemic-era shift toward remote work continues to shape how Americans use their homes, while the simple reality of aging homes also plays a role. An analysis of U.S. Census data by the This Old House research team found that the median home age is 44. This means that many homes require upgrades simply to maintain functionality.
And home improvement and remodeling is expected to continue to grow, according to the National Association of Home Builders (NAHB), as the remodeling sector continues to expand. In a recent release, the NAHB stated that at the start of 2025, there were 128,000 remodeling firms – nearly double the number than in 2000. Supporting this forecast, they stated that home improvement spending share increased to 44% in Q1 2025 compared to 33% in 2007.
Deciding what renovation to undertake and which offers the greater reward varies. Not all renovations are created equal nor do they deliver the same return. Some projects deliver emotional return. Others deliver financial return. The 2025 Remodeling Impact Report, produced by the National Association of Realtors and the National Association of the Remodeling Industry, created two buckets. Those that rank highest on an emotional (“joy”) scale for the homeowner and those that rank high in terms of cost recovery per realtors.
Projects that rank high on joy:
- Primary bedroom suite addition
- Kitchen upgrade
- New roofs
Projects with strong cost recovery:
- New steel front doors
- Closet renovations
- Fiberglass front doors
But it isn’t only about joy for homeowners, it is about need. According to the report, primary reasons for home renovations include upgrades to worn surfaces, finishes and materials, improving energy efficiency, adapting to lifestyle changes and preferences and preparation for a future move.
If you have ever considered any type of home improvement, you know how quickly it becomes all-consuming. Homeowners imagine changes during commutes, talk through ideas with family and mentally evaluate options long before making contact with a contractor, remodeler or home improvement retailer.
Once the decision of what to do and when to do it is made, businesses that offer these services need to be top of mind with homeowners. Using a medium to drive awareness and consideration while homeowners are going about their day and during their commute, is how to build and grow a home improvement business. Broadcast radio is uniquely positioned to do exactly that.
Radio audiences represent a strong opportunity for businesses offering home improvement services, materials and expertise. Based on MRI-Simmons data:
- 25% of adults 25-54 who listen to radio have done some remodeling in the past year.
- 22% of Hispanic radio listeners and 15% of Black radio listeners have also remodeled.
For business that provide these services, materials and guidance, future intentions are also compelling:
- 28% of radio listeners ages 25-54 plan on a bathroom remodel.
- 29% are planning a kitchen remodel with the year.
- Radio listeners are more likely to take on a larger home improvement – an addition to the home – within the year.
- Listeners ages 25-54 are 14% more likely that the U.S. population to undertake a home addition within the next 12 months – rising to 18% among Black listeners and 23% Hispanic listeners.
These intentions reflect homeowners who are actively thinking about upgrades, repairs and renovations and not just passively considering it. This is why incorporating broadcast radio into a home improvement or remodeling business makes sense.
Home improvement planning happens during real-life moments – while homeowners are driving to work while thinking about a kitchen upgrade, running errands and noticing maintenance needs or tuning in to radio while tackling DIY projects. Broadcast radio reaches homeowners during these moments when ideas form and decisions begin. It fits naturally into daily routines. Familiar voices and consistent messaging build trust — a critical factor when homeowners choose contractors or commit to significant investments.
Remodeling decisions take time. But action happens quickly once the decision is made. When homeowners finally decide to act, they don’t start from scratch. They choose brands that have already feel familiar and radio’s frequency helps keep brands top of mind throughout the process.
And that’s where broadcast radio doesn’t just deliver reach – it delivers relevance.