What Homeowners Want From Pros Right Now

References Are Key

We asked homeowners for the top three factors that go into their hiring decisions, and 64% cited having recommendations or references. This dovetails with what pros have told us directly over the years — many rely on referrals, even from clients they never actually ended up working with. So it pays to respond promptly and always be professional, even if you know a project isn’t for you.

6 Surefire Ways to Get Clients to Review Your Business

After that, respondents look for pros who have experience with the scope (not style) of projects similar to theirs (47%) and for pricing that works for their budget (39%). Not sure if you’re pricing your services correctly? Listen to episode 4 of The Pro Perspective podcast, “Pricing for Profit.” Being licensed is a consideration for 26%, while 17% each look for availability and the right personality. Following that, 16% look for pros who have experience with the style of projects similar to theirs.

Trust Is No. 1 Planning Challenge

Trusting pros is the top challenge homeowners say they face while planning their home improvement projects, but interestingly, only a quarter of respondents (25%) cited it. Getting timely and accurate communications from professionals follows closely, at 21%, and getting an estimate or proposal with enough detail is right behind (20%). 

Pro tip: Houzz Pro software can help you manage client communications and create accurate, detailed estimates and proposals more easily.

The two challenges cited by the fewest homeowners are lack of financial transparency in estimates/proposals, and difficulty visualizing the project’s outcome before the work began (both 12%).

Most Common Project Issue? Scheduling

More than half of our survey respondents (55%) say they face some type of challenge once a project gets under way. Of those, 28% cite understanding timeline changes and staying on schedule — the top challenge. Getting timely and accurate projects communications from pros is the next most frequently noted issue, cited by 19%. After that, running neck and neck are tracking the budget, expenditures and changes over time (14%) and unsatisfactory quality of finished work (13%).

Given all that, it’s no surprise that the No. 1 area homeowners say could be improved while working with a pro is schedule tracking. And that applies to the overall timeline and shorter-term scheduling. One respondent wishes for “more communication regarding scheduling. Example: [pros] say they will be working all week, then on Wednesday night [I hear] they won’t be working the next day.” Another says “completing the job in a timely fashion” has been challenging.
Houzz Pro’s Schedule feature can keep everyone in the loop in real time! See it in action

Communication, Costs and Outcomes Could Be Clearer

After scheduling, clear communication from pros was the next most commonly cited area for possible improvement. “Better communication in general with me and each other,” one respondent noted. “Not being ghosted” said another. Good communication during a project helps clients plan better as well as builds trust, so it’s just as important as actual design and construction skills.

Transparency around costs came in third. One respondent noted that the project went “way over budget,” while another said: “Had I known it was going to cost double the budget and take four months longer than quoted, I wouldn’t have purchased the house.” And transparency includes not just base costs but any applicable fees, so there are no surprises.  

The fourth most commonly cited issue was not having a full understanding of the details of the outcome before work got underway. “I’m a touch, feel, see person who cannot fathom what something will look like without mock-ups,” one respondent said. Another would have liked “3D rendering for better visualization during material selection.” And “being able to see the proposed cabinet layout [and] sizes in the floor plan … would have avoided issues we ran into later,” noted another.

See how Houzz Pro’s 3D Floor Planner can help you better convey outcomes

More Payment Options, Please

Payment options ranked fifth among areas for improvement. “Everyone wants at least 50 percent upfront, even though cabinets, countertops etc. may not be in for two months,” a respondent said. “That’s a lot of upfront cash. And I mean cash, because many people don’t take credit cards.”

The following stood out as ways to improve the payment process, in order of popularity: 

1. Online payment options
2. Flexible payment plans or financing options
3. Option to pay in installments
4. Clear and detailed invoices

Did you know that Houzz Pro lets you easily take online payments and build payment schedules? Also see our webinar on how to offer homeowner financing.

Other Pain Points

Here are a few other issues with pros and projects that respondents noted.

Leaving a mess. Some tile professionals made “a mess on the porch with their saw. Like “it’s no big deal,” one homeowner said, adding that they didn’t clean up either. 

Not appreciating the client’s time. It can be easy to forget that good customer service includes being mindful of the client’s own schedule and efforts.

Unreliability. One homeowner said that “having people that will show up and work eight hours” would be good, while another cited “working on a regular schedule.”

Marketing Takeaway

Now that you know what homeowners are looking for and have struggled with on past projects, you can use that info not just to improve your business but to market yourself and your services better. Once you’re secure in the knowledge that you’re a good communicator, that you and your subcontractors are reliable and trustworthy, that you can stick to a schedule or update it in real time, that you’re clear about costs and that you can make it easier for clients to visualize the final outcome, you can use those talking points in your marketing materials and in-person meetings. And don’t forget to solicit positive reviews!

See how Houzz Pro can help you improve every aspect of your business with a free trial.

*Fielded in June 27 and

July 30, 2024 and garnered 2,866 responses from registered Houzz users.