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2006 - 2012 Home improvement search trends report


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Home improvement search is a predictor of home improvement demand. I update the findings across the major home improvement categories and use January 2006 as the base measurement date.

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2006 - 2012 Home improvement search trends report

  1. 1. 2006-­‐2012   Home   Repair   Search   Review  
  2. 2. 2013  Home  Improvement  Forecast   Hurricane  Sandy  will  kick  the   forecast  higher!   •  Forecast  is  for  greater  spend  on  exterior  building  products.   •  HeaCng,  cooling  and  appliances  aren’t  expected  to  share  in  the   $14  billion  in  2013  growth.   2  
  3. 3. Air  condiCon  trends   Window  Air  CondiConer   Air  CondiCon  •  Window  unit  search  has  been  significant  over  the  last  3  years.  •  Window  units  appear  to  be  the  stop  gap  measure  for   homeowners  delaying  CAC  purchase.     3  
  4. 4. Furnaces  •  Search  for  “furnaces”  sets  a  lower  2012  peak  level  than   experienced  in  2011  despite  a  colder  winter.  •  Unexpected  highest  “rising  search  term”  is  “furnaces  for   sale”.      •  Further  invesCgaCon  into  whether  this  is  a  search  for  “used”   or  discounted  furnaces  is  warranted.   4  
  5. 5. Hot  Water  •  Hot  water  heaters  appear  to  be  improving  and  preparing  to   breakout  to  a  higher  level  of  interest.      •  I  peeked  into  January  data  and  see  a  huge  spike  in  search   associated  with  gas  tankless  water  heaters.      •  Warrants  more  data  to  see  if  the  trend  holds.       5  
  6. 6. Appliances  •  Federal  EE  rebates  drained  2011  and  2012  sales.  •  Top  brand  name  is  GE.  •  Electrolux  is  top  “rising”  brand  search.   6  
  7. 7. Windows  •  Window  search  intensity  has  dropped  below  recent  lows.      •  Further  observaCon  will  determine  if  we’re  seeing  a  reversal   in  trend  in  between  building  shell  and  infrastructure   purchases.   7  
  8. 8. Doors  •  Doors  and  windows  appear  to  be  breaking  down  together.  •  This  is  counter  intuiCve  given  the  expected  home   improvement  strength  for  2013.       8  
  9. 9. Roofing  •  Roofing  search  demand  remains  steady  even  with  an  increase   in  new  home  construcCon.   9  
  10. 10. InsulaCon  •  5of  the  top  10  search  terms  are  related  to  foam  insulaCon.   10  
  11. 11. Faucets  •  Trend  trying  to  flaen.  •  Annual  peak  established  in  January/February  of  the  year.  •  Need  to  see  q1  data  to  determine  the  strength  for  the  year.   11  
  12. 12. Sinks  •  Q1  2012  was  a  very  strong  rebound  for  sinks.      •  The  category  has  flaened  from  its  downward  trend.  •  Category  search  highs  occur  in  the  first  quarter  of  the  year.  •  If  strength  in  sinks  conCnues,  I  expect  faucets  to  flaen  and   improve  as  well.   12  
  13. 13. Contact  informaCon  •  For  more  informaCon  on  how  we  can  drive  brand   specific  revenue,  please  contact  me  at     –  or     –  703.722.9122  x  1  •  See  our  latest  white  paper  that  describes  the   growing  need  of  suppliers  to  introduce  their  brand  to   end  consumers.       –  hp://   13