• by Ray Schultz , Columnist, June 17, 2026

Old-time direct marketers believed that the best prospects for almost anything were new movers. The same can be said of homeowners in general: 88% are planning at least one significant home improvement project over the next 12 months, and 83% have completed one in the past three years, according to a new study by PGM and Ascend2. 

What's more, they are willing to spend money: 28% are budgeting over $10,000 for home repairs or improvements this year. Of those polled, 29% expect to shell out $1,000-$4,999,  22% will go for $5,000-$9,999 and 19% $10,000 to $24,999. Then there are the bigger spenders: 6% will pay out $25,000 to $49,999  and 3% $50,000+. Only 14% will spend less than $1,000.

Here's what they are working on in the next 12 months: 

• Windows or doors—24% 
• Landscaping/outdoor improvements—23% 
• Bathroom renovation—22% 
• Interior painting or cosmetic upgrades—21%
• Flooring—19%
• Kitchen renovation—18% 
• Roof repair or replacement—17%
• Electric upgrades—14%
• Plumbing system upgrades—12% 
• HVAC/heating or cooling—12% 
• Foundation or structural repairs—9% 
• Smart home technology—8%
• Energy efficiency upgrades (insultation, solar, etc.)—7% 
• Other—4%
• None planned—12%

There also is a geographical split. 

“Those in suburban and rural areas are more likely to rely on recommendations from friends or family (56%-59%) compared to urban area homeowners (47%),” the study states. "Those in urban areas rely more heavily on social media (27% vs 16%), TV advertising (23% vs 12%), as well as emails, real estate agents, and direct mail.” 

Another variable is home value. 

“Bigger and more valuable homes spend disproportionately more,” the study observes. “Homeowners in 3,000+ sq ft homes are roughly 4x more likely to plan a $25K+ project as those in homes under 1,500 sq ft (20% vs 5%). The pattern is even more apparent when sorted by home value: 21% of owners in $600K+ homes plan to spend $25K or more in the coming year, compared to just 3% of those in homes under $200K.”

But home value isn’t enough—home condition and intent data  will makes the targeting “far more useful,” the report continues. “Knowing a $600K home has an aging roof or original windows is much more actionable than simply knowing the home is expensive.”

(It seems to us that home ownership by itself is a serious sign of intent).  

How do homeowners find companies or craftsmen for this work?

Only 8% cite emails/digital newsletters, vs. 10% for direct mail. Both are far down the list: The biggest source for some 55% is recommendations from friends and family. Online search is second, at 45%. 

But this varies greatly by age: 25% of people 80 or older rely on email/digital newsletters. Strangely, only 4% of those in the 61-79 age range do the same.  

The second biggest group for email is at the other end of the spectrum: 18% of respondents in the 18-28 category. They are also more likely to benefit from direct mail—17% vs. 13% for 80+ consumers. 

PGM and Ascend2 surveyed over 1,500 homeowners across the US in March and April 2026. Their homes were valued at:

• Under $200,000—20% 
• $200,000-$399,999—36%
• $400,000-$599,999—23%
• $600,000-$999,000—23% 
• $1 million+—4%
• Unsure—4%