THE MAGAZINE FOR PROFESSIONALS

Data shows consumers going digital to find painters

Debra Gelbart

onlineWhether or not you rely on home-improvement online lead-generation services like Angie’s List, HomeAdvisor, Porch, Paintzen or EasyPaint to grow your business, the data they collect about consumer interest in painting services may be helpful to you.

HomeAdvisor claims to be the nation’s largest digital home services marketplace. In 2015, it reported 10 million homeowners used the site to make service requests. The company claims its network of screened professional painters has grown by 25% since January 2013, and 6.9% of its network is made up of painters.

HomeAdvisor has also seen growth in specific requests for services. Between 2013 and 2014, interior painting or staining requests jumped 27% while exterior painting or staining requests shot up 3%. Between 2014 and 2015, interior painting requests skyrocketed another 51% and exterior painting or staining requests climbed 4%. Painting or staining small projects—anything less than the equivalent of one room in a house—rose 22% from 2013 to 2014 and another 82% between 2014 and 2015.

HomeAdvisor data also points to certain market hot spots. The majority of painting or staining requests come from Georgia and Florida, specifically Alpharetta and the Florida communities of Kissimmee, Bradenton, Fort Meyers and Boca Raton. Other cities seeing strong activity between 2013 and 2015 include Corona, CA, Dayton, OH, Buffalo, NY, Durham, NC, and Greensboro, NC. In an Interesting contrast, based on Google Trends data, the top three states where the most searches for ‘house painting’ occur are Washington, Kansas and Connecticut.

HomeAdvisor also found that metal-roof painting is more frequently requested along the east coast. “Metal roofing is a low-maintenance option preferred among older homeowners located near the Atlantic Ocean,” said Brooke Gabbert, VP of corporate communications for HomeAdvisor.

COLOR DATA

The online lead generation environment can also offer perspectives on paint industry trends. Last fall, Paintzen compiled user information about paint color preference in Manhattan.

The company found that the vast majority of residents in Manhattan neighborhoods—including those in Soho, Chelsea and the Upper West Side—opt for a shade of white as the dominant interior color. No data for other cities has been published yet, but shades of white were named color of the year for 2016 by at least two national paint manufacturers, too.

For more information about online home-improvement lead-generation services, read the expanded feature article in the August/September issue of inPAINT magazine: inpaintmag.com

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