Secondary Homes

The Sec­ondary Homes report explores the moti­va­tions, behav­iors, and deci­sion-mak­ing process­es of home­own­ers who own sec­ondary prop­er­ties, whether used as vaca­tion homes, long-term rentals, or short-term rentals. By ana­lyz­ing recent home improve­ment activ­i­ties and pur­chas­ing trends, the study pro­vides valu­able insights into how these home­own­ers approach ren­o­va­tions, upgrades, and future projects. Under­stand­ing their atti­tudes and buy­ing habits offers a clear­er pic­ture of the evolv­ing home improve­ment landscape.

The Research Objec­tives are:

• Gain insight into home­own­ers’ atti­tudes and moti­va­tions dri­ving home improve­ment initiatives.
• Inves­ti­gate recent home improve­ment activ­i­ties con­duct­ed with­in the last 90 days. (Report cov­ers Q1-Q4, 2024)
• Ana­lyze evolv­ing chan­nel behav­iors over time in home improve­ment purchases.
• Delve into prod­uct research pat­terns and influ­en­tial fac­tors shap­ing project and prod­uct pur­chas­ing decisions.
• Antic­i­pate future home improve­ment activ­i­ty by under­stand­ing home­own­ers’ project intentions.