Modernize: 41 percent of homeowners select contractors based on website recommendations

homeowners select contractor

Contractor lead generation service Modernize released its latest Modernize Homeowner Index, a quarterly research study that measures sentiment among over 2,500 U.S. homeowners. The study was created to help home improvement professionals better serve the market by providing key homeowner insights as they relate to home improvements. This new study focuses on how homeowners educate themselves about the home improvement projects they are interested in, how they find and choose contractors to work with, and how they think about paying for their projects.

Homeowner research

The study found that 75% of homeowners will do some level of research before beginning a project. Up to 64% of homeowners educate themselves through online research. Though 17% learn how to plan their project through home improvement websites, 54% of homeowners will go to Google as their main research resource.

“The fact that so many homeowners search online for information and guidance on their home improvement projects points to the importance for contractors to have a robust online presence,” said Jason Polka, CEO of Modernize.

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Since 67% of homeowners feel less than “very confident” in their understanding of the cost of their project, it makes sense that the study found that almost 1/3 of them are looking for budgeting help online. The Index discovered that financing is important to homeowners, and up to 2/3 of homeowners surveyed considered financing their project.

Selecting a contractor

When it comes to selecting a contractor, the study found that 41% of homeowners said they would depend on website recommendations, and 29% would depend on online search results.

“The homeowner’s use of online resources reinforces the need for contractors to show up in search results and on key websites so that homeowners can learn about them,” said Polka. “Homeowners are going online to educate themselves on their home improvement projects and to find the help they need. Contractors need to capitalize on that trend by having their own site show up in search results or connecting with homeowners through trusted third party sites.”

This new study is part of an ongoing research project. Modernize is dedicated to educating home improvement contractors so they can better understand customers’ needs and preferences in order to make sound business decisions. Each quarter, Modernize surveys thousands of American homeowners interested in solar, roofing, windows and HVAC projects.

— Solar Builder magazine

Modernize Appointments is a new marketing tool for small solar contractors

modernize sales tool

Modernize, a home improvement contractor lead generation company, has launched Modernize Appointments, a new national offering designed to support smaller contractors who want to grow their businesses. Modernize Appointments provide contractors with requests from homeowners for in-home appointments at specific dates and times. These requests are delivered via email to contractors, who then evaluate the requests and confirm the appointments that fit their schedule. This offering will allow small contractors to scale their revenue growth in a predictable way without incurring the costs of traditional marketing methods such as canvassing or calling leads.

“Small contractors often lack both the marketing infrastructure required to generate customers who need the services they provide and the sales infrastructure to work leads produced by marketing services,” said Jason Polka, CEO of Modernize. “Our new offering gives contractors, especially smaller ones, the opportunity to capitalize on digital homeowner demand at the best time for their business regardless of their marketing and sales expertise.”


Since the new Modernize Appointments service delivers homeowner appointment requests to small contractors, they can eliminate the time and effort it takes to create the lead and set in-home appointments themselves. This gives contractors the freedom to focus on revenue-generating activities.

— Solar Builder magazine