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Most Homeowners Planning Paint Projects

Tuesday, March 17, 2009

The housing slump won’t slow home renovation plans, as 75 percent of North American homeowners say they plan to tackle paint projects within the next year, a new survey indicates.

The results suggest that numerous project opportunities exist for professional painters and contractors among U.S. and Canadian homeowners, according to the fourth annual Roller Report, conducted by KILZ primers, made by Masterchem Industries Inc.

The survey measured the habits of 300 professional painters and contractors across the United States and 1,000 U.S. and Canadian homeowners.

“Whether they’re staying or selling, homeowners plan to pursue major renovations this year,” said Jason Long, KILZ brand manager.

The survey also addressed purchasing habits and homeowners’ feelings about using environmentally friendly products.

Purchasing Habits

Many factors influence pros’ purchasing decisions and business strategies. Nearly half (49 percent) rely on trade media and trade shows for new product information and business advice; more than one-third (39 percent) rely on knowledgeable, relationship-driven customer service when selecting a retailer.

“This year’s Roller Report validates our belief that the contractor industry is a relationship-driven business,” says Long. “Strong relationships and excellent customer service between manufacturers, retailers, contractors and consumers is key to growing business and delivering exactly what customers desire.”

Going Green

From appliances to paints, homeowners are interested in all things green but are somewhat confused about eco-friendly design. Four in 10 perceive green building products as too expensive or hard to find. Half are unsure whether they will ask  their contractor to use low-VOC paint and primer products, while nearly one in four (23 percent) homeowners will require the use of low-VOC coatings.

Contractors are increasingly aware of the benefits of green building products, but they are divided on the importance of low-VOC coatings. Forty-one percent of pros surveyed see little to no importance in using low-VOC products while 39 percent say it’s important or very important to use these products.

“The industry still has some work to do around green product development and education,” says Long.

Survey Methodology

The survey questioned 1,063 homeowners across the United States and Canada (75 percent U.S. citizens and 25 percent Canadian citizens) and 300 professional painters and contractors across the United States through a third-party research organization in March 2008. The professional painter and contractor sampling error rate is +/-4% at the 95% level of confidence. The homeowner sampling error rate is +/-3% at the 95% level of confidence.

Comment from Catherine Brooks, (3/29/2009, 1:13 PM)

Don't forget the customers wanting to strip bare their old paint and repaint. This lead-paint is trickier as the EPA, HUD, and OHSA laws tighten up for contractors. Look into Speedheater infrared, low-heat method for safe and fast method complying to laws.