Understanding how customers are searching for home renovation services 

Feeling the heat of competition in the world of home renovation? In the blog below, discover how harnessing seasonal search trends and targeting high-interest regions can boost your online presence with optimized profiles and smarter local ads using Google, Bing, and Apple. 

Home renovation search trends

Home renovation search terms 

While certain home renovation search terms remain timeless, the pandemic has prompted homeowners to consider enhancing their homes. This shift is evident in the following trends.

• Kitchen remodels: This has consistently been the top-rated renovation project, pointing to homeowners' focus on improving their living spaces during the pandemic. 
• Bathroom remodels: This follows closely behind kitchens, highlighting another critical area of renovation interest. Like kitchens, bathroom renovations are often at the top of the list for homeowners preparing to sell their homes.
• Sustainable materials: Searches for "eco-friendly renovation" and "green remodeling" have increased, indicating growing awareness of environmentally conscious home improvement practices.
• Financing options: Keywords like "renovation loans" and "home equity financing" have gained traction, suggesting that homeowners are increasingly exploring financial options for larger projects.
• Online booking and consultation services: These searches are becoming increasingly popular as people seek convenience and transparency.

Home renovation search volume and seasonality

As seen below, there have been consistent seasonal fluctuations, with peaks typically occurring in spring (March-May) and fall (September-November) when people are more likely to undertake home improvement projects.

Foundation repair search volume has been consistent but is seasonal

Home renovation search regionality

Search interest is highest in metropolitan areas with large populations and disposable incomes, such as San Francisco, Los Angeles, New York City, and Miami. However, there has been a significant increase in searches from suburban and rural areas in recent years, suggesting a growing trend of people renovating homes outside major cities.

Next steps 

Manage your local listings to rank at the top of search

Providers of renovation services can take advantage of these trends by using the associated keywords to optimize their local listings. 

• Google Business Profiles: GBPs are a great place to incorporate the terms that homeowners are searching for. GBP attributes like owner descriptions, posts, reviews, Q&As, service descriptions, and more should be optimized with relevant key terms.
• Apple Business Connect: Apple Business Connect is the new player in town, but it brings a high-income audience. Attract upscale homeowners with Apple Business Connect.
• Bing Places: While Bing Places is less well known than Google Business Profiles, it is still critical that home renovation service providers account for them. Bing is often the default browser for many people who use their work computers. 

Taking action on home renovation search terms: local ads

• Google Performance Max: Google's new multichannel ad campaigns can be optimized with the terms and seasonality reelected in this analysis. Reach homeowners across Google Search, YouTube, Gmail and more.
• Google Local Service Ads: Google LSAs are mandatory for home renovation service providers.
• Microsoft Local Service Ads: Microsoft LSAs are often overlooked but provide the same LSA experience as Google, just to a different audience.

dbaPlatform has been helping home renovation service providers win with local search for six years. Please reach out below to see how we can help.