Marketing to 2021 Home Trends

  • Jonathan Sweet
  • 21 Jan 2021

2020 changed the way we lived and worked, as we all experienced a major shift in our day-to-day lives. It’s not surprising that homeowners are looking for their homes to adapt with the changing times.

Our marketing needs to change, too. Remodelers and builders need to make sure they are marketing to the current desires of homeowners. We’ve written previously about changing marketing tactics in today’s market, but even with the best methods, you still need to make sure your content is on target.

Every market is different, but these are some of the key trends industry experts are seeing across the country.

Home offices and classrooms

As COVID-19 spread last year, many of us found our homes turning into offices and classrooms. While the hope is that 2021 will see a gradual return to normalcy, 2020 did show us the importance of flexibility in our homes.

Even as businesses can reopen, many companies plan to shift to at least part-time work-at-home arrangements. A December survey of hiring managers by Upwork found that 42 percent of workers are still fully remote. By 2025, 22 percent of workers will be remote, an 87 percent increase from pre-pandemic levels.

It may be just a “Zoom room,” but a 2020 Zillow survey found that a dedicated home office space is a top desire of many home buyers. This also has many predicting the end of the open concept floorplan as homeowners prioritize privacy and productivity.

Additions in demand

Even before the coronavirus came into our lives, there was a trend toward multiple generations of families staying together longer. Pew Center research showed that in 2016 20 percent of Americans lived in a multi-generational households (two or more adult generations), continuing an upward trend.

The last decade has seen increasing numbers of children move back home, at least for a short while, while starting their careers. By mid-2020, more than half of 18- to 29-year-olds were living with their parents, the first time that has happened since at least the Great Depression. (It had been 47 percent at the beginning of the year.)

Three generations under one roof is becoming more common, as aging parents move in with their children rather than move to a retirement or assisted living community.

These long- and short-term trends all point to demand for additional space in the home to meet the needs of the entire family. This might mean additions, reconfiguring of space to add a master suite on the first floor or accessory dwelling units (“Granny flats”).

Staycation amenities

Whether it’s a luxury spa bathroom, a gourmet kitchen or a backyard oasis, homeowners are opting for features that allow them to enjoy their homes rather than travel.

The 2020 Houzz Bathroom Trends Study reports that 41 percent of homeowners who renovate their bathrooms are looking to use it as a space of rest and relaxation. And spending all that time baking sourdough has got homeowners thinking about upgrading their kitchens, with multiple studies showing a growing focus on the kitchen. Outdoor living projects also provide a way to make social distancing more palatable, providing a backyard retreat for families that may have just been spending a little too much time together.

Accenture has dubbed this “The Decade of the Home,” as they expect these changes to last well beyond the current pandemic. It’s important we’re prepared for these changing consumer attitudes.

Need help figuring out where to take your marketing? RT Marketing works with contractors exclusively and we understand the specific needs of a remodeling business. Contact us today to learn more about how we can help you build your business!