JANUARY JUNE 2011
JANUARY JUNE 2011
Table Of Contents www.servicemagic.com/survey CEO Letter...4 Purpose...5 National Summary...6 Jan. Jun. 2011 Remodeling Highlights...7 National Demographic Summary...8 National Service Requests...9 ServiceMagic Consumer Sentiment Survey... 10-15 ServiceMagic Service Professional Sentiment Survey... 16-21 Regional Data... 22-65 Northeast... 22-27 Boston, MS-NH...24 Buffalo-Niagara Falls, NY...24 Hartford, CT...25 New York, NY...25 Philadelphia, PA-NJ...26 Pittsburgh, PA...26 Providence-Fall River-Warwick, RI-MA...27 Rochester, NY...27 Upper South... 28-33 Baltimore, MD...30 Charlotte-Gastonia-Rock Hill, NC-SC...30 Louisville, KY-IN...31 Memphis, TN-AR-MS...31 Nashville, TN...32 Norfolk-Virginia Beach-Newport News, VA-NC...32 Richmond-Petersburg, VA...33 Washington, DC-MD-VA-WV...33 Deep South... 34-39 Atlanta, GA...36 Birmingham, AL...36 Jacksonville, FL...37 Miami, FL...37 New Orleans, LA...38 Orlando, FL...38 Tampa-St. Petersburg-Clearwater, FL...39 Midwest... 40-45 Chicago, IL...42 Cincinnati, OH-KY-IN...42 Cleveland-Lorain-Elyria, OH...43 Columbus, OH...43 Detroit, MI...44 Indianapolis, IN...44 Milwaukee-Waukesha, WI...45 Minneapolis-St. Paul, MN-WI...45 2
Great Plains... 46-48 Kansas City, MO-KS...48 St. Louis, MO-IL...48 Mountain... 50-53 Denver, CO...52 Las Vegas, NV-AZ...52 Salt Lake City-Ogden, UT...53 Southwest... 54-58 Austin-San Marco, TX...56 Dallas, TX...56 Houston, TX...57 Oklahoma City, OK...57 Phoenix-Mesa, AZ...58 San Antonio, TX...58 Pacific... 60-65 Los Angeles-Long Beach, CA...62 Portland-Vancouver, OR-WA...62 Riverside-San Bernardino, CA...63 Sacramento, CA...63 San Diego, CA...64 San Francisco, CA...64 San Jose, CA...65 Seattle-Bellevue-Everett, WA...65 Appendix: Service Request Group Detail...66 Jan. Jun. 2011 3
Letter From CHRIS TERRILL CEO, ServiceMagic.com August 2, 2011 This time last year was a bit of a wild ride in remodeling. We saw dramatic increases in remodeling activity as people planned to stay in their homes and wanted to increase the livein value of their home. That particular trend has continued, with 82% of homeowners saying they are more interested in the live-in value compared to the resale value of their home. The corresponding increases in remodeling requests did not continue past the second quarter of 2010, however. For January June 2011, we are reporting a 22% decline in remodeling requests. It s understandable. At the time, we attributed much of the 2010 gains to pent-up demand from homeowners who held back during the worst years of the economic downturn. Solar energy is the big story for the first half of 2011. Requests for residential solar installations are up 52% nationwide, with increases reported in every region of the country. Interestingly, 31% of homeowners expect to see a return on their solar investment within one to three years, followed by 29% who expect a return within four to six years. Likely this is the result of the new financing and incentive programs available in certain areas of the country. Homeowners have prioritized making energy improvements this year, as we also show substantial increases in heating (+33%), air conditioning (+13%), and window coverings (+16%). Ninety-six percent of homeowners said that energy efficiency is an important consideration in their home improvement projects from our survey of more than 650 homeowners. For the first time, we asked homeowners to identify which areas of their home they are most embarrassed by. The number one response was the backyard with 26% of the vote. In second place was the kitchen at 23%, followed by the bathroom at 20%. While we don t currently see the increased remodeling activity levels from a year ago, there are still plenty of homeowners with their wish lists in hand for improving their homes. Chris Terrill 4
Purpose ServiceMagic.com is the nation s leading website connecting homeowners to prescreened, customer-rated contractors. With more than six million requests from homeowners in 2010, ServiceMagic.com is providing valuable data to the public in terms of how home project spending trends have changed in both overall size and scope, as well as specific categories of projects that have seen increases and decreases as compared to the same quarter in the year prior. NOTES ON DATA 1 ServiceMagic.com experienced 3.68 percent overall growth in service requests from homeowners in the first half of 2011 as compared to the first half of 2010. All regional- and category-specific data contained in this report were normalized to account for this growth, unless otherwise stated. 2 Due to point-in-time variations such as seasonality, all data presented here presents a Jan. Jun. 2010 to Jan. Jun. 2011 comparison unless otherwise indicated. 3 ServiceMagic.com data reflects homeowners requesting a professional to hire for home improvement projects. In other words, this data reflects do-it-for-me projects and not do-it-yourself projects. 4 This report is separated into two parts: A The index (data) from ServiceMagic.com, which reflects the more than 3.1 million service requests received in Jan-June 2011. B Results from a survey of 650 homeowners and 500 service professionals conducted in July 2011. 5 We have included in the report: A Index data from the Top 50 markets as ranked by the U.S. Census B Demographic data for households and housing stock 1 Household demographics: household income, age of head of household, marital status. 2 Housing stock demographics: age of home, value of home, length of residence, square footage of home. 6 Service requests are grouped together for regional demographic analysis. A An aggregated view of each region is presented to help provide more relevant or better insights and comparisons for top 50 cities. B Service request group detail is located in the appendix on page 66. Jan. Jun. 2011 5
National SummarY With more than 3.1 million requests for household services in the first half of 2011, ServiceMagic provides unique insights with relevant and timely home improvement activity data. Key Insights 1 Solar requests increased substantially this year. Compared to 2010, solar requests are up 52% nationally in 2011 and showed increases in every region of the country. Sixty-seven percent of homeowners invested in solar for energy and tax savings, with 17% expecting to save enough energy to earn money back from their utility. See more survey results on pg. 15. Home energy usage was a general trend for homeowners with increases in requests for heating, air conditioning and window coverings. Windows and insulation showed declines in the first half of this year, down from substantial increases seen in 2010, which for windows might correlate to the reduction in energy tax credits in 2011. National & Regional Solar and Energy Efficiency Service Request Trends National Northeast Upper South Deep South Midwest Great Plains Mountain Southwest Pacific Solar 52% 9% 42% 75% 50% 87% 65% 99% 38% Heating & Furnace Systems 33% 16% 25% 37% 38% 13% 34% 51% 49% Air Conditioning 13% 40% even 10% 25% 9% -2% 33% 10% Window Coverings 16% 9% 13% 15% 19% 44% 10% 16% 26% Windows -13% -18% -14% -16% -6% -17% -5-17% -1% Insulation -13% -1% -20% -19% -13% -21% -13% -14% -2% 2 Homeowner motivations for saving energy include saving money and the environment. Leading the pack for why homeowners upgrade the energy efficiency of their homes is to save on energy bills at 35%. Twenty-five percent of homeowners cited protecting the environment as their motivation for energy improvements. Home comfort came in as the third priority at 23%. 3 Remodeling activity continues to decline. Nationally, requests for Additions & Remodeling projects were down 22%. Of those homeowners choosing to do home improvement projects, 82% want to increase the live-in value of their home instead of making the improvements for resale value. 6
JAN. Jun. 2011 Remodeling Highlights Bright Spots Despite a decline in overall remodeling service requests of 22%, there are specific geographical areas that continue to show gains for larger projects. A sampling of these growth areas are noted below. Great Plains Garage & Garage Doors +15% Great Plains Roofing +19% Chicago, IL Siding +15% Indianapolis, IN Bathroom Remodeling +14% Midwest Roofing +18% Denver, CO Landscaping +23% Boston, MA Bathroom Remodeling +23% Atlanta, GA Siding +10% Los Angeles - Long Beach, CA Roofing +12% Southwest Fences +27% Miami, FL Landscaping +18% Deep South Fences +19% Overall View of Remodeling: Down from Last Year s Spike Last year, we reported very high increases in remodeling activity, particularly for kitchen and bath remodels. The first and second quarters in 2010 saw dramatic increases in remodeling requests. This year s comparison suggests that the increased activity from Jan-Jun 2010 was, at least in part, likely motivated by a pent-up demand from homeowners as a result of the economic downturn of the previous years. Additions & Remodeling National Northeast Upper South Deep South Midwest Great Plains Mountain Southwest Pacific Build an Addition -25% -26% -22% -16% -20% -24% -33% -31% -26% Kitchen Remodeling Bathroom Remodeling Basement Remodeling -30% -23% -26% -32% -30% -31% -25% -40% -26% -11% +5% -8% -13% -6% -26% -14% -18% -10% -30% -27% -21% -25% -25% -28% -27% -33% -39% Jan. Jun. 2011 7
National Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 4% 30-44 years 27% 45-64 years 52% 65+ years 17% Household Income $0-$49,999 17% $50,000-$99,999 33% $100,000-$249,999 45% $250,000+ 5% Home Value $0-$99,999 14% $100,000-$199,999 37% $200,000-$299,999 22% $300,000-$449,999 16% $450,000+ 11% Home Age 1-5 years 3% 6-10 years 7% 11-20 years 17% 21-30 years 18% 31-50 years 29% 51-100 years 25% Length of Residence 1-5 years 31% 6-10 years 22% 11-20 years 30% 21-30 years 11% 30+ years 6% 100+ years 2% Home Size 1,000-1,499 sq. ft. 22% 1,500-1,999 sq. ft. 24% 2,000-2,499 sq. ft. 19% 2,500-3,499 sq. ft. 22% 3,500-4,999 sq. ft. 10% Marital Status 5,000+ sq. ft. 3% Married 67% Single 33% 8
National Service RequestS ServiceMagic.com received over 3.1 million service requests from homeowners in the first half of 2011, an increase of 3.68% from the first half of 2010. The following list shows the changes in requests from Jan. Jun. 2010 to Jan. Jun. 2011. in Service Requests Solar +52% Sheds & Enclosures +48% Sandblasting Service +44% Handyman Services +40% Event Planning +36% Heating & Furnace Systems +34% Outdoor Playgrounds +27% Paving +19% Audio/Visual & Computers +18% Window Coverings +17% Air Conditioning +14% Lawn & Garden Care +13% Storage Service +9% Metal Fabrication +7% Concrete +6% in Service Requests Appraiser -62% Add a Sunroom or Patio Enclosure -39% Remodel a Basement -30% Remodel a Kitchen -30% New Home Builders -27% Build an Addition -25% Cabinets -22% Fountains & Ponds -20% Remodel a Garage -19% Awnings -19% Countertops -18% Moving -18% Designers & Decorators -16% Foundations -16% Excavation -14% Jan. Jun. 2011 9
SERVICEMAGIC CONSUMER SURVEY Discretionary Spending Insights In July 2010, we surveyed 650 consumers who submitted requests for Additions & Remodeling, Windows, Roofing, Heating & Furnace Systems, Septic Tanks and Wells, Electrical, Maid Services, Lawn Care, and Handyman services during Jan. Jun. 2010. 01 How did you pay for the most recent home project you completed? Cash Credit card Financing (loan) Retirement account (401K, IRA, etc.) 0% 10% 20% 30% 40% 50% 60% 70% 80% 02 What was the approximate timeframe from when you submitted your request to when the project was completed? Less than 6 weeks 6-7 weeks 8-12 weeks More than 12 weeks I did not complete the project 0% 10% 20% 30% 40% 50% 60% 10
03 Are you more or less likely to put money into property value-increasing home improvement projects now versus 12 months ago? 34% No Change 50% Less Likely More Likely 16% 04 What was your biggest motivation for initiating or completing your most recent home project? Putting house on market and wanted to increase curb appeal Putting house on market and wanted to increase overall value Increase value of my home, but do not have plans to sell currently Increase living quality of my home 0% 20% 40% 60% 80% 100% Jan. Jun. 2011 11
05 If you re planning another remodel in the next year, which room(s) are you planning on remodeling next? Building an addition Kitchen Bathroom Basement I m not planning to remodel Other, please specify 0% 5% 10% 15% 20% 25% 30% 35% 40% 06 If your focus is kitchen and bath, what task are you specifically focused on? 12% 3% Appliances 11% Flooring Cabinets 58% Countertops 16% Complete Remodel 12
SERVICEMAGIC CONSUMER SURVEY Energy Efficiency & Green Alternatives 01 Is energy efficiency important to you in your home improvement projects? 4% No Yes 96% 02 Why are energy efficient home improvement projects important to you? (Choose all that apply) I will save money Increase comfort in my home Saving energy helps the environment Energy efficient products are higher quality Recently received an increase in my monthly energy bill 0% 5% 10% 15% 20% 25% 30% 35% Jan. Jun. 2011 13
03 Why did you not consider green alternatives with your recent home project? Cost was higher than non-green products Didn t like the green product choices Wasn t aware of green alternatives Advice from contractor Other, please specify 0% 10% 20% 30% 40% 50% 04 Have you conducted home projects due to energy tax credits? 37% No Yes 63% 14
SERVICEMAGIC CONSUMER SURVEY Energy Efficiency & Green Alternatives - SOLAR 05 What were your reasons for investing in solar? (Choose all that apply) Tax benefits Lifestyle of green living Cost savings on home energy bills Want clean, renewable energy I expect to save enough energy so the utility will actually owe me money back Advice from contractor 0% 5% 10% 15% 20% 25% 30% 06 When do you expect to get a return on investment for installing solar in your home? 4% 7% 11% 31% More than 15 years 13-15 years 10-12 years 7-9 years 18% 4-6 years 1-3 years 29% Jan. Jun. 2011 15
SERVICEMAGIC SERVICE PROFESSIONAL SURVEY Discretionary Spending & Business Development Insights In July 2011, we surveyed 500 services professionals who were matched to consumers requesting services for Additions & Remodeling, Windows, Roofing, Heating & Furnace Systems, Septic Tanks and Wells, Electrical, Maid Services, Lawn Care, and Handyman services. 01 Looking ahead in the next 12 months, are you optimistic about your company s performance? 19% No Yes 81% 02 How much are consumers spending on Additions to their home? Under $5,000 $5,001-$10,000 $10,001-$20,000 $20,001-$40,000 $40,001-$75,000 $75,001-$100,000 Over $100,000 Do not know, don t do Additions 0% 5% 10% 15% 20% 25% 30% 16
03 How much are consumers spending on Kitchen Remodels? Under $5,000 $5,001-$10,000 $10,001-$20,000 $20,001-$40,000 $40,001-$75,000 $75,001-$100,000 Over $100,000 Do not know, don t do Kitchen Remodels 0% 5% 10% 15% 20% 25% 30% 35% 40% 04 How much are consumers spending on Bathroom Remodels? Under $5,000 $5,001-$10,000 $10,001-$20,000 $20,001-$40,000 $40,001-$75,000 $75,001-$100,000 Over $100,000 Do not know, don t do Bathroom Remodels 0% 10% 20% 30% 40% 50% Jan. Jun. 2011 17
05 How much are consumers spending on Basement Remodels? Under $5,000 $5,001-$10,000 $10,001-$20,000 $20,001-$40,000 $40,001-$75,000 $75,001-$100,000 Over $100,000 0% 5% 10% 15% 20% 25% 30% 06 How are homeowners changing the size and scope of their remodeling projects? (Choose the answer that comes up most frequently) Homeowners are not changing project size and scope Homeowners are staging their remodeling project into phases Homeowners are lowering their budgets but finishing the project all at once Homeowners are increasing their remodeling project scope and size 0% 10% 20% 30% 40% 50% 18
07 With the downturn in the economy, what changes have you seen in homeowners buying habits? Homeowners have not changed their buying habits Homeowners are taking longer to make a decision Homeowners are speaking to more service providers Homeowners are actively seeking more prices Homeowners are sharing prices between service providers to drive down estimates 0% 5% 10% 15% 20% 25% 30% 35% 08 How are you addressing the new changes you ve seen in homeowners buying habits? (Choose all that apply) I have not changed how I sell or price my services I provide more detailed estimates I have had to lower my prices across the board I am offering special discounts to help drive business I have to follow up more often with prospects to close a sale I offer ways to stage projects in smaller phases to accommodate homeowner s smaller budgets 0% 5% 10% 15% 20% 25% Jan. Jun. 2011 19
SERVICEMAGIC service professional SURVEY Energy Efficiency & Green Alternatives 01 What percentage of the time do homeowners request energy efficient or green alternatives for their home improvement projects? 7% 4% 7% More than 75% 50-75% 15% 53% 35-49% 20-34% 10-19% Less than 10% 14% 20
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NORTHEAST Based on more than 670,000 service requests from homeowners in Jan-Jun 2011 Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: Even The Northeast had the only regional increase for interior remodeling activity, with a 5% gain in bathroom remodeling requests. The region had the lowest growth in the solar category with a 9% increase, but did follow the related energy efficiency trends with growth in heating, air conditioning and window coverings, and a decline in window requests. Boston, MA is featured on the bright spots map for double digit growth in bathroom remodeling at 23% (pg 7). TOP INCREASES Heating & Furnace Systems +40% Handyman Services +32% Lawn & Garden Care +23% B F H E D A Outdoor Playgrounds +16% Air Conditioning +16% Audio/Visual & Computers +14% Waste Material Removal +11% C G Solar +9% Window Coverings +9% Remodel a Bathroom +5% ACTIVITY BY CITY A Boston, MA-NH Even B Buffalo-Niagara Falls, NY +5% C Hartford, CT +30% D New York, NY -2% E Philadelphia, PA-NJ -6% F Pittsburgh, PA -18% G Providence-Fall River-Warwick, RI-MA -7% H Rochester, NY +7% TOP DECREASES Remodel a Basement -27% Build an Addition -26% Remodel a Kitchen -23% Designers & Decorators -19% Windows -18% Build an Outdoor Kitchen -18% Siding -17% Cabinets -15% Countertops -14% Decks -11% 22
Northeast Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 3% 30-44 years 28% 45-64 years 52% 65+ years 18% Household Income $0-$49,999 13% $50,000-$99,999 29% $100,000-$249,999 52% $250,000+ 6% Home Value $0-$99,999 9% $100,000-$199,999 26% $200,000-$299,999 24% $300,000-$449,999 24% $450,000+ 17% Home Age 1-5 years 1% 6-10 years 3% 11-20 years 8% 21-30 years 12% 31-50 years 28% 51-100 years 42% Length of Residence 1-5 years 28% 6-10 years 20% 11-20 years 32% 21-30 years 12% 30+ years 8% 100+ years 5% Home Size 1,000-1,499 sq. ft. 32% 1,500-1,999 sq. ft. 28% 2,000-2,499 sq. ft. 18% 2,500-3,499 sq. ft. 15% 3,500-4,999 sq. ft. 5% Marital Status 5,000+ sq. ft. 1% Married 68% Single 32% Jan. Jun. 2011 23
NORTHEAST Boston, MA-NH Window Coverings +34% Heating & Furnace Systems +29% Remodel a Bathroom +23% Gutters +22% Handyman Services +21% Hot Tubs, Spas & Saunas +21% Insulation +18% Lawn & Garden Care +13% Drywall & Plaster +11% Air Conditioning +7% Foundations -65% Remodel a Basement -36% Septic Tanks & Wells -32% Cabinets -28% Windows -28% Mold & Asbestos Services -27% Demolition Service -23% Tree Service -21% Designers & Decorators -19% Skylights -18% Buffalo-Niagara Falls, NY Paving +91% Handyman Services +64% Roofing +41% Electrical +30% Heating & Furnace Systems +28% Plumbing +21% Siding +20% Air Conditioning +19% Foundations +18% Painting +15% Add a Sunroom or Patio Enclosure -51% Countertops -48% Cabinets -40% Designers & Decorators -28% Awnings -23% Decks -23% Additions & Remodeling -22% Architects & Engineers -17% Tree Service -16% Landscaping -14% 24
NORTHEAST Hartford, CT Drywall & Plaster +89% Roofing +88% Handyman Services +65% Lawn & Garden Care +56% Heating & Furnace Systems +48% Paving +39% Electrical +34% Air Conditioning +26% Cleaning & Maid Services +19% Tile +19% Designers & Decorators -32% Septic Tanks & Wells -30% Windows -25% Tree Service -23% Insulation -20% Countertops -20% Fireplace & Wood Stoves -20% Garage & Garage Doors -18% Build an Addition -15% Architects & Engineers -15% New York, NY Heating & Furnace Systems +41% Handyman Services +31% Solar +25% Concrete +23% Lawn & Garden Care +16% Air Conditioning +15% Paving +14% Metal Fabrication +12% Remodel a Bathroom +9% Audio/Visual & Computers +9% Tree Service -54% Home Inspection -26% Roofing -26% Windows -25% Fireplace & Wood Stoves -21% Remodel a Kitchen -21% Septic Tanks & Wells -21% Remodel a Basement -19% Foundations -17% Sheds & Enclosures -17% Jan. Jun. 2011 25
NORTHEAST Philadelphia, PA-NJ Heating & Furnace Systems +35% Lawn & Garden Care +31% Air Conditioning +19% Paving +15% Handyman Services +13% Home Security Services +11% Metal Fabrication +7% Disability Services +7% Mold & Asbestos Services +5% Landscaping +4% Appraiser -53% New Home Builders -43% Snow Removal Service -43% Awnings -42% Foundations -37% Disaster Recovery Services -33% Gutters -26% Roofing -26% Tree Service -25% Remodel a Garage -25% Pittsburgh, PA Air Conditioning +39% Lawn & Garden Care +25% Heating & Furnace Systems +24% Audio/Visual & Computers +21% Paving +16% Handyman Services +15% Moving +14% Foundations +7% Doors +3% Gutters -69% Add a Sunroom or Patio Enclosure -65% Build an Addition -36% Drywall & Plaster -35% Remodel a Kitchen -32% Fireplace & Wood Stoves -29% Tree Service -28% Countertops -28% Cabinets -26% Windows -25% 26
NORTHEAST Providence-Fall River-Warwick, RI-MA Lawn & Garden Care +33% Handyman Services +27% Heating & Furnace Systems +19% Paving +18% Audio/Visual & Computers +17% Electrical +10% Gutters +7% Landscaping +6% Brick & Stone +6% Concrete +5% Foundations -70% Remodel a Basement -55% Windows -42% Septic Tanks & Wells -40% Mold & Asbestos Services -39% Plumbing -37% Fireplace & Wood Stoves -34% Countertops -30% Flooring & Carpet -29% Remodel a Kitchen -25% Rochester, NY Paving +72% Heating & Furnace Systems +41% Roofing +35% Mold & Asbestos Services +35% Air Conditioning +29% Electrical +20% Brick & Stone +17% Landscaping +16% Lawn & Garden Care +16% Concrete +13% Add a Sunroom or Patio Enclosure -46% Remodel a Kitchen -39% Build an Addition -20% Windows -19% Flooring & Carpet -16% Countertops -16% Remodel a Basement -13% Swimming Pools -11% Insulation -7% Painting -6% Jan. Jun. 2011 27
UPPER SOUTH Based on more than 450,000 service requests from homeowners in Jan-Jun 2011 Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: -3% The Upper South region followed closely with national trends, with the notable exception of an 8% increase in Siding requests as compared to a 3% decrease nationally. For exterior remodeling activity, the region saw an 11% increase in Build an Outdoor Kitchen requests as compared with a 4% decrease nationally. H A TOP INCREASES Solar +42% Handyman Services +30% Heating & Furnace Systems +25% Home Security Services +17% C Window Coverings +13% Tree Service +12% D E G B F Build an Outdoor Kitchen +11% Audio/Visual & Computers +10% Siding +8% Roofing +8% ACTIVITY BY CITY A Baltimore, MD -11% B Charlotte-Gastonia-Rock Hill, NC-SC Even C Louisville, KY-IN +17% D Memphis, TN-AR-MS +5% E Nashville, TN -7% G Norfolk-Virginia Beach-Newport News, VA-NC -9% G Richmond, VA -2% H Washington, DC-MD-VA-WV -8% TOP DECREASES Remodel a Kitchen -26% Countertops -22% Build an Addition -22% Remodel a Basement -21% Cabinets -20% Insulation -20% Moving -20% Designers & Decorators -19% Decks -15% Windows -14% 28
Upper South Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 5% 30-44 years 28% 45-64 years 51% 65+ years 15% Household Income $0-$49,999 17% $50,000-$99,999 34% $100,000-$249,999 45% $250,000+ 4% Home Value $0-$99,999 12% $100,000-$199,999 36% $200,000-$299,999 24% $300,000-$449,999 18% $450,000+ 11% Home Age 1-5 years 4% 6-10 years 9% 11-20 years 20% 21-30 years 21% 31-50 years 27% 51-100 years 17% Length of Residence 1-5 years 32% 6-10 years 24% 11-20 years 29% 21-30 years 10% 30+ years 5% 100+ years 1% Home Size 1,000-1,499 sq. ft. 24% 1,500-1,999 sq. ft. 24% 2,000-2,499 sq. ft. 18% 2,500-3,499 sq. ft. 21% 3,500-4,999 sq. ft. 10% Marital Status 5,000+ sq. ft. 3% Married 64% Single 36% Jan. Jun. 2011 29
UPPER SOUTH Baltimore, MD Heating & Furnace Systems +37% Lawn & Garden Care +23% Metal Fabrication +21% Handyman Services +16% Home Security Services +12% Fans +4% Awnings -66% Gutters -61% Add a Sunroom or Patio Enclosure -48% Appraiser -46% Designers & Decorators -42% Insulation -34% Moving -30% Hot Tubs, Spas & Saunas -29% Roofing -26% Decks -24% Charlotte-Gastonia-Rock Hill, NC-SC Siding +38% Tree Service +36% Handyman Services +29% Roofing +25% Sheds & Enclosures +24% Heating & Furnace Systems +22% Carpet & Upholstery Cleaning +21% Mold & Asbestos Services +18% Paving +16% Lawn & Garden Care +14% Fireplace & Wood Stoves -41% Foundations -38% Insulation -37% Tile -31% Countertops -27% Designers & Decorators -26% Fans -24% Renovate or Repair a Home -23% Windows -23% Plumbing -22% 30
UPPER SOUTH Louisville, KY-IN Handyman Services +90% Tree Service +80% Roofing +77% Landscaping +58% Heating & Furnace Systems +55% Lawn & Garden Care +54% Air Conditioning +39% Concrete +37% Fences +33% Electrical +26% Remodel a Kitchen -24% Insulation -22% Remodel a Basement -21% Pest Control -21% Add a Sunroom or Patio Enclosure -19% Architects & Engineers -15% Garage & Garage Doors -9% Decks -7% Painting -2% Memphis, TN-AR-MS Fences +71% Tree Service +47% Handyman Services +42% Lawn & Garden Care +40% Roofing +36% Glass & Mirrors +32% Electrical +25% Carpenters +21% Concrete +18% Air Conditioning +15% Add a Sunroom or Patio Enclosure -45% Countertops -36% Windows -31% Additions & Remodeling -31% Designers & Decorators -23% Tile -22% Cabinets -19% Architects & Engineers -17% Decks -15% Painting -12% Jan. Jun. 2011 31
UPPER SOUTH Nashville, TN Tree Service +70% Siding +55% Garage & Garage Doors +12% Heating & Furnace Systems +10% Handyman Services +9% Carpenters +8% Lawn & Garden Care +6% Doors +4% Architects & Engineers +2% Paving +1% Remodel a Basement -48% Foundations -47% Add a Sunroom or Patio Enclosure -39% Mold & Asbestos Services -39% Septic Tanks & Wells -33% Pest Control -30% Insulation -30% Build an Addition -26% Glass & Mirrors -23% Carpet & Upholstery Cleaning -23% Norfolk-Virginia Beach-Newport News, VA-NC Heating & Furnace Systems +30% Tree Service +14% Fans +14% Audio/Visual & Computers +13% Handyman Services +12% Gutters +11% Paving +5% Mold & Asbestos Services +4% Tile +3% Lawn & Garden Care +3% Renovate or Repair a Home -58% Add a Sunroom or Patio Enclosure -42% Foundations -41% Roofing -38% Cabinets -36% Doors -26% Architects & Engineers -26% Pest Control -25% Home Inspection -23% Painting -23% 32
UPPER SOUTH Richmond-Petersburg, VA Handyman Services +39% Brick & Stone +25% Lawn & Garden Care +21% Swimming Pools +19% Glass & Mirrors +19% Drywall & Plaster +19% Doors +18% Architects & Engineers +17% Heating & Furnace Systems +17% Septic Tanks & Wells +12% Countertops -40% Gutters -36% Designers & Decorators -25% Tile -22% Pest Control -22% Additions & Remodeling -21% Fireplace & Wood Stoves -20% Cabinets -19% Paving -18% Plumbing -17% Washington, DC-MD-VA-WV Heating & Furnace Systems +23% Lawn & Garden Care +22% Handyman Services +21% Siding +15% Solar +14% Metal Fabrication +13% Window Coverings +11% Landscaping +10% Fans +10% Home Security Services +5% Gutters -58% Awnings -58% Renovate or Repair a Home -56% Appraiser -42% Sheds & Enclosures -38% Demolition Service -34% Disaster Recovery Services -32% Excavation -24% Add a Sunroom or Patio Enclosure -24% New Home Builders -23% Jan. Jun. 2011 33
Deep SOUTH Based on more than 500,000 service requests from homeowners in Jan-Jun 2011 Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: +3% The Deep South region followed closely with national trends. The region posted the third highest increase in Solar requests, up 75% from 2010. This gain was 23% higher than the national trend. The Deep South is featured on the bright spots map with double digit gains for large projects with Fence requests up 19%, Landscaping up 18% in Miami, FL, and Siding in Atlanta, GA up 10% (pg. 7). B A TOP INCREASES Solar +75% Handyman Services +45% Heating & Furnace Systems +37% E C G F Tree Service +30% Paving +28% Audio/Visual & Computers +24% Fences +19% D Window Coverings +15% Electrical +11% Air Conditioning +10% ACTIVITY BY CITY TOP DECREASES A Atlanta, GA -6% B Birmingham, AL +12% C Jacksonville, FL +2% D Miami, FL -3% E New Orleans, LA +6% F Orlando, FL -3% G Tampa - St. Petersburg - Clearwater, FL +6% Remodel a Kitchen -32% Remodel a Basement -25% Cabinets -21% Insulation -19% Countertops -17% Build an Addition -16% Windows -16% Designers & Decorators -15% Remodel a Bathroom -13% Plumbing -12% 34
Deep South Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 4% 30-44 years 24% 45-64 years 52% 65+ years 20% Household Income $0-$49,999 25% $50,000-$99,999 36% $100,000-$249,999 36% $250,000+ 3% Home Value $0-$99,999 22% $100,000-$199,999 48% $200,000-$299,999 18% $300,000-$449,999 8% $450,000+ 4% Home Age 1-5 years 5% 6-10 years 10% 11-20 years 23% 21-30 years 25% 31-50 years 27% 51-100 years 10% Length of Residence 1-5 years 30% 6-10 years 26% 11-20 years 31% 21-30 years 9% 30+ years 4% 100+ years 0% Home Size 1,000-1,499 sq. ft. 17% 1,500-1,999 sq. ft. 22% 2,000-2,499 sq. ft. 20% 2,500-3,499 sq. ft. 25% 3,500-4,999 sq. ft. 12% Marital Status 5,000+ sq. ft. 4% Married 65% Single 35% Jan. Jun. 2011 35
Deep SOUTH Atlanta, GA Tree Service +44% Handyman Services +20% Fans +19% Siding +10% Disability Services +10% Audio/Visual & Computers +9% Heating & Furnace Systems +6% Lawn & Garden Care +3% Fences +3% Moving +1% Foundations -53% Disaster Recovery Services -47% Appraiser -45% Fireplace & Wood Stoves -34% New Home Builders -29% Designers & Decorators -28% Mold & Asbestos Services -28% Remodel a Basement -28% Excavation -27% Cabinets -27% Birmingham, AL Fences +69% Tree Service +57% Heating & Furnace Systems +47% Electrical +44% Lawn & Garden Care +44% Carpet & Upholstery Cleaning +42% Siding +41% Roofing +25% Landscaping +23% Air Conditioning +20% Cabinets -43% Countertops -19% Windows -14% Additions & Remodeling -13% Add a Sunroom or Patio Enclosure -9% Swimming Pools -9% Mold & Asbestos Services -8% Cleaning & Maid Services -5% Plumbing -5% Septic Tanks & Wells -4% 36
DEEP SOUTH Jacksonville, FL Handyman Services +54% Heating & Furnace Systems +49% Windows +43% Landscaping +39% Doors +34% Tile +30% Lawn & Garden Care +27% Electrical +20% Glass & Mirrors +18% Brick & Stone +17% Remodel a Kitchen -33% Designers & Decorators -29% Build an Addition -25% Painting -21% Drywall & Plaster -18% Gutters -16% Insulation -16% Decks -14% Septic Tanks & Wells -14% Roofing -13% Miami, FL Lawn & Garden Care +31% Handyman Services +28% Window Coverings +20% Landscaping +18% Flooring & Carpet +15% Awnings +14% Concrete +12% Mold & Asbestos Services +9% Home Inspection +5% Architects & Engineers +5% Add a Sunroom or Patio Enclosure -49% Remodel a Kitchen -35% Decks -31% Heating & Furnace Systems -30% Electrical -26% Windows -24% Insulation -23% Plumbing -23% Carpenters -22% Audio/Visual & Computers -21% Jan. Jun. 2011 37
Deep SOUTH New Orleans, LA Handyman Services +68% Tree Service +45% Heating & Furnace Systems +44% Flooring & Carpet +43% Doors +42% Garage & Garage Doors +41% Fences +39% Tile +33% Air Conditioning +32% Concrete +31% Remodel a Kitchen -52% Add a Sunroom or Patio Enclosure -52% Windows -46% Cabinets -35% Countertops -30% Architects & Engineers -24% Insulation -12% Designers & Decorators -8% Remodel a Bathroom -7% Gutters -5% Orlando, FL Handyman Services +47% Heating & Furnace Systems +30% Solar +30% Tree Service +26% Fans +24% Home Inspection +16% Siding +14% Septic Tanks & Wells +13% Lawn & Garden Care +11% Electrical +10% Renovate or Repair a Home -50% Fireplace & Wood Stoves -42% Insulation -29% Gutters -26% Garage & Garage Doors -26% Mold & Asbestos Services -24% Carpet & Upholstery Cleaning -22% Plumbing -22% Designers & Decorators -19% Windows -17% 38
DEEP SOUTH Tampa-St. Petersburg-Clearwater, FL Home Inspection +64% Handyman Services +39% Fences +35% Audio/Visual & Computers +33% Landscaping +31% Paving +29% Heating & Furnace Systems +29% Lawn & Garden Care +27% Mold & Asbestos Services +23% Roofing +22% Appraiser -59% Fireplace & Wood Stoves -44% Windows -38% Sheds & Enclosures -29% Insulation -28% Remodel a Kitchen -25% Plumbing -19% Septic Tanks & Wells -17% Foundations -15% Gutters -15% Jan. Jun. 2011 39
Midwest Based on more than 500,000 service requests from homeowners in Jan-Jun 2011 Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: +5% The Midwest region had several double digit gains in large projects including an 18% increase in Roofing compared to a 5% increase nationally, and a 14% gain in Outdoor Kitchen requests compared to a 4% decrease nationally. Chicago, IL showed a 15% increase in Siding and Indianapolis, IN posted a 14% increase in Bathroom remodeling, both of which are featured on the bright spots map (pg. 7). TOP INCREASES H Handyman Services +57% Solar +50% G A E C Heating & Furnace Systems +38% Outdoor Playgrounds +29% Air Conditioning +25% F B D Audio/Visual & Computers +25% Window Coverings +19% Roofing +18% Electrical +16% Build an Outdoor Kitchen +14% ACTIVITY BY CITY A Chicago, IL +4% B Cincinnati, OH-KY-IN +3% C Cleveland-Lorain-Elyria, OH +9% D Columbus, OH -1% E Detroit, MI +14% F Indianapolis, IN +7% G Milwaukee- Waukesha, WI -5% H Minneapolis-St. Paul, MN-WI -3% TOP DECREASES Remodel a Kitchen -30% Remodel a Basement -25% Moving -22% Cabinets -21% Build an Addition -20% Countertops -19% Insulation -13% Swimming Pools -10% Decks -8% Remodel a Bathroom -6% 40
Midwest Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 4% 30-44 years 28% 45-64 years 52% 65+ years 16% Household Income $0-$49,999 19% $50,000-$99,999 35% $100,000-$249,999 43% $250,000+ 4% Home Value $0-$99,999 21% $100,000-$199,999 45% $200,000-$299,999 20% $300,000-$449,999 10% $450,000+ 4% Home Age 1-5 years 1% 6-10 years 4% 11-20 years 14% 21-30 years 12% 31-50 years 33% 51-100 years 33% Length of Residence 1-5 years 28% 6-10 years 22% 11-20 years 31% 21-30 years 12% 30+ years 8% 100+ years 2% Home Size 1,000-1,499 sq. ft. 23% 1,500-1,999 sq. ft. 22% 2,000-2,499 sq. ft. 18% 2,500-3,499 sq. ft. 21% 3,500-4,999 sq. ft. 12% Marital Status 5,000+ sq. ft. 4% Married 69% Single 31% Jan. Jun. 2011 41
midwest Chicago, IL Heating & Furnace Systems +51% Solar +44% Handyman Services +43% Awnings +27% Audio/Visual & Computers +26% Outdoor Playgrounds +16% Siding +15% Air Conditioning +15% Lawn & Garden Care +14% Paving +13% Add a Sunroom or Patio Enclosure -38% Moving -29% Insulation -28% Remodel a Basement -24% Windows -23% Appraiser -22% Water Treatment System -20% Disability Services -19% Garage & Garage Doors -17% Cabinets -17% Cincinnati, OH-KY-IN Foundations +95% Tree Service +65% Handyman Services +57% Heating & Furnace Systems +45% Lawn & Garden Care +38% Landscaping +29% Mold & Asbestos Services +27% Siding +26% Air Conditioning +24% Roofing +23% Add a Sunroom or Patio Enclosure -37% Remodel a Basement -33% Designers & Decorators -21% Swimming Pools -20% Carpet & Upholstery Cleaning -20% Insulation -19% Septic Tanks & Wells -19% Doors -15% Painting -14% Decks -12% 42
midwest Cleveland-Lorain-Elyria, OH Snow Removal Service +68% Handyman Services +62% Foundations +60% Heating & Furnace Systems +58% Air Conditioning +58% Paving +51% Roofing +50% Tree Service +36% Lawn & Garden Care +30% Audio/Visual & Computers +21% Insulation -34% Countertops -21% Fireplace & Wood Stoves -21% Awnings -21% Brick & Stone -17% Designers & Decorators -14% Remodel a Bathroom -13% Remodel a Kitchen -12% Painting -12% Windows -11% Columbus, OH Paving +47% Lawn & Garden Care +40% Heating & Furnace Systems +38% Handyman Services +35% Fans +17% Air Conditioning +17% Fireplace & Wood Stoves +15% Glass & Mirrors +15% Siding +13% Doors +13% Pest Control -37% Build an Addition -36% Remodel a Basement -35% Septic Tanks & Wells -26% Remodel a Kitchen -25% Home Inspection -24% Insulation -22% Carpet & Upholstery Cleaning -20% Windows -19% Garage & Garage Doors -18% Jan. Jun. 2011 43
midwest Detroit, MI Foundations +82% Handyman Services +54% Air Conditioning +49% Window Coverings +48% Windows +45% Heating & Furnace Systems +44% Landscaping +38% Lawn & Garden Care +35% Audio/Visual & Computers +33% Electrical +32% Appraiser -59% Add a Sunroom or Patio Enclosure -37% Moving -27% Pest Control -25% Countertops -22% Remodel a Basement -20% Designers & Decorators -20% Cabinets -19% Home Inspection -18% Build an Addition -15% Indianapolis, IN Heating & Furnace Systems +62% Roofing +53% Handyman Services +52% Air Conditioning +45% Lawn & Garden Care +31% Gutters +31% Tree Service +29% Drywall & Plaster +26% Audio/Visual & Computers +25% Foundations +20% Add a Sunroom or Patio Enclosure -42% Cabinets -31% Remodel a Kitchen -31% Build an Addition -28% Home Inspection -26% Glass & Mirrors -24% Carpet & Upholstery Cleaning -19% Pest Control -16% Insulation -13% Designers & Decorators -12% 44
midwest Milwaukee-Waukesha, WI Handyman Services +52% Gutters +21% Mold & Asbestos Services +16% Heating & Furnace Systems +15% Roofing +13% Paving +11% Siding +6% Glass & Mirrors +4% Audio/Visual & Computers +2% Doors +1% Remodel a Kitchen -45% Insulation -32% Architects & Engineers -30% Windows -27% Build an Addition -25% Foundations -24% Carpet & Upholstery Cleaning -23% Carpenters -22% Landscaping -21% Remodel a Basement -19% Minneapolis-St. Paul, MN-WI Handyman Services +41% Heating & Furnace Systems +38% Paving +35% Mold & Asbestos Services +24% Drywall & Plaster +23% Roofing +21% Foundations +17% Audio/Visual & Computers +16% Doors +11% Insulation +9% Remodel a Kitchen -31% Moving -29% Hot Tubs, Spas & Saunas -22% Pest Control -20% Lawn & Garden Care -20% Septic Tanks & Wells -19% Garage & Garage Doors -18% Carpet & Upholstery Cleaning -17% Swimming Pools -17% Remodel a Basement -16% Jan. Jun. 2011 45
Great Plains Based on more than 135,000 service requests from homeowners in Jan-Jun 2011 Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: Even The Great Plains region had the second largest gain in solar requests for the country with an 87% increase. Growth in Roofing, with a 19% increase as compared to a 5% increase nationally, is featured on the bright spots map (pg. 7). B A TOP INCREASES Solar +87% Handyman Services +54% Window Coverings +44% Audio/Visual & Computers +34% Roofing +19% Garage & Garage Doors +15% Heating & Furnace Systems +13% Electrical +10% Air Conditioning +9% Fences +8% ACTIVITY BY CITY A Kansas City, MO-KS -3% B St. Louis, MO-IL -2% TOP DECREASES Remodel a Kitchen -31% Remodel a Basement -28% Remodel a Bathroom -26% Moving -25% Cabinets -24% Build an Addition -24% Countertops -22% Insulation -21% Windows -17% Decks -12% 46
Great Plains Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 4% 30-44 years 27% 45-64 years 52% 65+ years 17% Household Income $0-$49,999 20% $50,000-$99,999 36% $100,000-$249,999 41% $250,000+ 3% Home Value $0-$99,999 28% $100,000-$199,999 46% $200,000-$299,999 17% $300,000-$449,999 6% $450,000+ 2% Home Age 1-5 years 2% 6-10 years 4% 11-20 years 16% 21-30 years 16% 31-50 years 31% 51-100 years 28% Length of Residence 1-5 years 30% 6-10 years 24% 11-20 years 30% 21-30 years 10% 30+ years 7% 100+ years 3% Home Size 1,000-1,499 sq. ft. 26% 1,500-1,999 sq. ft. 24% 2,000-2,499 sq. ft. 19% 2,500-3,499 sq. ft. 19% 3,500-4,999 sq. ft. 10% Marital Status 5,000+ sq. ft. 2% Married 70% Single 30% Jan. Jun. 2011 47
Great Plains Kansas City, MO-KS Handyman Services +43% Glass & Mirrors +30% Roofing +29% Siding +22% Carpenters +21% Audio/Visual & Computers +16% Windows +8% Air Conditioning +7% Lawn & Garden Care +7% Heating & Furnace Systems +7% Foundations -41% Remodel a Basement -37% Paving -31% Moving -29% Septic Tanks & Wells -28% Build an Addition -25% Countertops -23% Home Security Services -20% Carpet & Upholstery Cleaning -19% Insulation -19% St. Louis, MO-IL Solar +70% Handyman Services +64% Roofing +53% Gutters +41% Garage & Garage Doors +23% Mold & Asbestos Services +20% Fans +17% Heating & Furnace Systems +11% Paving +7% Drywall & Plaster +7% Remodel a Kitchen -46% Add a Sunroom or Patio Enclosure -42% Fireplace & Wood Stoves -38% Designers & Decorators -27% Insulation -25% Septic Tanks & Wells -24% Painting -24% Tile -22% Home Inspection -22% Windows -22% 48
Jan. Jun. 2011 49
Mountain Based on more than140,000 service requests from homeowners in Jan-Jun 2011 Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: -1% The Mountain region closely followed national trends. Growth in Landscaping in Denver, CO was 23% in 2011 versus 2010, while the national increase was only 4%, and is featured on the bright spots map (pg. 7). TOP INCREASES Solar +65% Handyman Services +35% Heating & Furnace Systems +34% Audio/Visual & Computers +26% Electrical +10% B C A Window Coverings +10% Lawn & Garden Care +6% Doors +6% Garage & Garage Doors +5% Landscaping +5% ACTIVITY BY CITY TOP DECREASES A Denver, CO -6% B Las Vegas, NV-AZ -5% C Salt Lake City-Ogden, UT -3% Build an Addition -33% Remodel a Basement -27% Remodel a Kitchen -25% Swimming Pools -18% Decks -18% Roofing -15% Remodel a Bathroom -14% Insulation -13% Disability Services -13% Cabinets -12% 50
Mountain Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 4% 30-44 years 32% 45-64 years 48% 65+ years 15% Household Income $0-$49,999 15% $50,000-$99,999 35% $100,000-$249,999 45% $250,000+ 6% Home Value $0-$99,999 6% $100,000-$199,999 34% $200,000-$299,999 31% $300,000-$449,999 18% $450,000+ 10% Home Age 1-5 years 4% 6-10 years 10% 11-20 years 26% 21-30 years 17% 31-50 years 27% 51-100 years 15% Length of Residence 1-5 years 37% 6-10 years 20% 11-20 years 27% 21-30 years 10% 30+ years 6% 100+ years 2% Home Size 1,000-1,499 sq. ft. 10% 1,500-1,999 sq. ft. 18% 2,000-2,499 sq. ft. 18% 2,500-3,499 sq. ft. 28% 3,500-4,999 sq. ft. 20% Marital Status 5,000+ sq. ft. 7% Married 69% Single 31% Jan. Jun. 2011 51
Mountain Denver, CO Photography +56% Landscaping +23% Septic Tanks & Wells +16% Handyman Services +14% Audio/Visual & Computers +12% Home Security Services +9% Metal Fabrication +8% Electrical +7% Doors +7% Moving +7% Gutters -53% Roofing -51% Add a Sunroom or Patio Enclosure -42% Home Inspection -31% Swimming Pools -31% Foundations -29% Paving -27% Architects & Engineers -26% Skylights -25% Siding -24% Las Vegas, NV-AZ Heating & Furnace Systems +44% Handyman Services +30% Architects & Engineers +19% Audio/Visual & Computers +17% Lawn & Garden Care +13% Electrical +13% Fans +12% Mold & Asbestos Services +8% Designers & Decorators +8% Windows +6% Build an Addition -50% Remodel a Kitchen -46% Add a Sunroom or Patio Enclosure -38% Home Inspection -32% Insulation -27% Remodel a Bathroom -25% Carpet & Upholstery Cleaning -24% Fireplace & Wood Stoves -23% Roofing -23% Cabinets -20% 52
mountain Salt Lake City-Ogden, UT Audio/Visual & Computers +50% Mold & Asbestos Services +41% Heating & Furnace Systems +36% Roofing +28% Drywall & Plaster +26% Handyman Services +20% Foundations +18% Glass & Mirrors +16% Lawn & Garden Care +14% Electrical +10% Add a Sunroom or Patio Enclosure -50% Build an Addition -42% Pest Control -37% Insulation -29% Remodel a Kitchen -28% Landscaping -26% Painting -25% Decks -24% Fences -21% Carpenters -19% Jan. Jun. 2011 53
SOUTHWEST Based on more than 370,000 service requests from homeowners in Jan-Jun 2011 Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: +2% The Southwest region was the top in the nation for Solar growth, nearly doubling service request activity with a 99% increase for this category compared to 2010. The region also had the largest increases in energy efficiency requests for Heating (+51%) and Air Conditioning (+33%). Growth in Fence requests was up 27% as featured on the bright spots map (pg. 7). E D TOP INCREASES Solar +99% Handyman Services +52% B C Heating & Furnace Systems +51% Air Conditioning +33% F A Fences +27% Audio/Visual & Computers +17% Window Coverings +16% Furniture Repair & Refinish +11% Flooring & Carpet +8% ACTIVITY BY CITY A Austin-San Marcos, TX -5% B Dallas, TX +5% C Houston, TX -2% D Oklahoma City, OK +2% E Phoenix-Mesa, AZ +5% F San Antonio, TX -12% Garage & Garage Doors +7% TOP DECREASES Remodel a Kitchen -40% Remodel a Basement -33% Build an Addition -31% Cabinets -22% Moving -21% Decks -19% Remodel a Bathroom -18% Windows -17% Countertops -17% Insulation -14% 54
Southwest Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 4% 30-44 years 26% 45-64 years 53% 65+ years 18% Household Income $0-$49,999 18% $50,000-$99,999 34% $100,000-$249,999 43% $250,000+ 6% Home Value $0-$99,999 17% $100,000-$199,999 49% $200,000-$299,999 21% $300,000-$449,999 9% $450,000+ 4% Home Age 1-5 years 5% 6-10 years 12% 11-20 years 25% 21-30 years 21% 31-50 years 25% 51-100 years 11% Length of Residence 1-5 years 35% 6-10 years 22% 11-20 years 30% 21-30 years 9% 30+ years 5% 100+ years 0% Home Size 1,000-1,499 sq. ft. 16% 1,500-1,999 sq. ft. 24% 2,000-2,499 sq. ft. 22% 2,500-3,499 sq. ft. 26% 3,500-4,999 sq. ft. 11% Marital Status 5,000+ sq. ft. 2% Married 66% Single 34% Jan. Jun. 2011 55
Southwest Austin-San Marcos, TX Heating & Furnace Systems +37% Fans +27% Fences +25% Air Conditioning +23% Handyman Services +22% Pest Control +12% Septic Tanks & Wells +4% Swimming Pools +4% Concrete +3% Garage & Garage Doors +2% Add a Sunroom or Patio Enclosure -46% Gutters -42% Additions & Remodeling -32% Home Inspection -29% Home Security Services -27% Fireplace & Wood Stoves -26% Roofing -25% Tile -19% Drywall & Plaster -19% Countertops -19% Dallas, TX Solar +73% Roofing +68% Fences +64% Handyman Services +49% Skylights +48% Heating & Furnace Systems +20% Glass & Mirrors +19% Swimming Pools +17% Home Security Services +15% Audio/Visual & Computers +15% Appraiser -49% Paving -39% Windows -29% Organizers -25% Foundations -24% Add a Sunroom or Patio Enclosure -24% Cabinets -23% Fireplace & Wood Stoves -22% Additions & Remodeling -21% Moving -21% 56
Southwest Houston, TX Solar +61% Air Conditioning +46% Heating & Furnace Systems +35% Handyman Services +29% Audio/Visual & Computers +11% Window Coverings +8% Fences +8% Lawn & Garden Care +8% Doors +7% Sheds & Enclosures +7% Gutters -41% Remodel a Kitchen -40% Build an Addition -37% Appraiser -36% New Home Builders -36% Insulation -32% Paving -31% Wall Coverings -27% Fireplace & Wood Stoves -26% Decks -25% Oklahoma City, OK Sheds & Enclosures +109% Handyman Services +43% Air Conditioning +38% Garage & Garage Doors +37% Fences +36% Heating & Furnace Systems +31% Lawn & Garden Care +30% Plumbing +18% Tree Service +17% Insulation +14% Roofing -52% Siding -38% Windows -31% Gutters -28% Build an Addition -27% Pest Control -25% Glass & Mirrors -24% Countertops -22% Remodel a Bathroom -18% Architects & Engineers -18% Jan. Jun. 2011 57
Southwest Phoenix-Mesa, AZ Photography +73% Handyman Services +73% Sheds & Enclosures +58% Air Conditioning +45% Siding +39% Solar +35% Awnings +29% Fans +18% Audio/Visual & Computers +16% Gutters +14% Appraiser -49% Add a Sunroom or Patio Enclosure -31% Ceilings -23% Pest Control -23% Moving -23% Hot Tubs, Spas & Saunas -20% Insulation -18% Garage & Garage Doors -14% Cabinets -14% Glass & Mirrors -13% San Antonio, TX Air Conditioning +42% Handyman Services +19% Audio/Visual & Computers +14% Swimming Pools +14% Brick & Stone +13% Moving +10% Home Security Services +9% Flooring & Carpet +4% Fans +4% Glass & Mirrors +1% Gutters -67% Roofing -47% Tree Service -44% Remodel a Kitchen -41% Home Inspection -39% Decks -36% Landscaping -33% Septic Tanks & Wells -30% Plumbing -29% Remodel a Bathroom -26% 58
Jan. Jun. 2011 59
PACIFIC Based on more than 380,000 service requests from homeowners in Jan-Jun 2011 H Overall Service Request Activity Jan. Jun. 2011 over Jan. Jun. 2010: -1% The Pacific region had the second highest gains in the energy efficiency category for Heating upgrades at 49%, and otherwise followed national trends. Growth in Roofing requests for Los Angeles-Long Beach, CA was up 12% as featured on the bright spots map (pg. 7). B D F G A E C TOP INCREASES Heating & Furnace Systems +49% Handyman Services +42% Solar +38% Window Coverings +26% Audio/Visual & Computers +21% Furniture Repair & Refinish +14% Air Conditioning +10% Lawn & Garden Care +7% Mold & Asbestos Services +7% Electrical +5% TOP DECREASES Remodel a Basement -39% ACTIVITY BY CITY A Los Angeles- Long Beach, CA Even B Portland-Vancouver, OR-WA -9% C Riverside-San Bernardino +10% D Sacramento, CA +5% E San Diego, CA Even F San Francisco, CA -4% G San Jose, CA -9% H Seattle-Bellevue-Everett, WA -8% Remodel a Kitchen -26% Build an Addition -26% New Home Builders -25% Cabinets -20% Swimming Pools -20% Moving -20% Siding -11% Plumbing -10% Remodel a Bathroom -10% 60
Pacific Demographic Profile of Consumers Submitting Home Improvement Requests Age of Head of Household 18-29 years 4% 30-44 years 24% 45-64 years 52% 65+ years 20% Household Income $0-$49,999 10% $50,000-$99,999 29% $100,000-$249,999 53% $250,000+ 8% Home Value $0-$99,999 2% $100,000-$199,999 18% $200,000-$299,999 22% $300,000-$449,999 25% $450,000+ 33% Home Age 1-5 years 2% 6-10 years 5% 11-20 years 14% 21-30 years 18% 31-50 years 33% 51-100 years 26% Length of Residence 1-5 years 32% 6-10 years 20% 11-20 years 30% 21-30 years 12% 30+ years 6% 100+ years 1% Home Size 1,000-1,499 sq. ft. 24% 1,500-1,999 sq. ft. 27% 2,000-2,499 sq. ft. 20% 2,500-3,499 sq. ft. 21% 3,500-4,999 sq. ft. 7% Marital Status 5,000+ sq. ft. 2% Married 62% Single 38% Jan. Jun. 2011 61