2006 - 2012 home improvement search trends report

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20062012 Home Repair Search Review

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Home improvement search is a predictor of home improvement demand. I update the findings across the major home improvement categories and use January 2006 as the base measurement date.

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Page 1: 2006 - 2012 Home improvement search trends report

2006-­‐2012  Home  Repair  Search  Review  

Page 2: 2006 - 2012 Home improvement search trends report

2013  Home  Improvement  Forecast  

•  Forecast  is  for  greater  spend  on  exterior  building  products.  •  HeaCng,  cooling  and  appliances  aren’t  expected  to  share  in  the  

$14  billion  in  2013  growth.  2  

Hurricane  Sandy  will  kick  the  forecast  higher!  

Page 3: 2006 - 2012 Home improvement search trends report

Air  condiCon  trends  

•  Window  unit  search  has  been  significant  over  the  last  3  years.  •  Window  units  appear  to  be  the  stop  gap  measure  for  

homeowners  delaying  CAC  purchase.    

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Air  CondiCon  Window  Air  CondiConer  

Page 4: 2006 - 2012 Home improvement search trends report

Furnaces  

•  Search  for  “furnaces”  sets  a  lower  2012  peak  level  than  experienced  in  2011  despite  a  colder  winter.  

•  Unexpected  highest  “rising  search  term”  is  “furnaces  for  sale”.      

•  Further  invesCgaCon  into  whether  this  is  a  search  for  “used”  or  discounted  furnaces  is  warranted.  

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Page 5: 2006 - 2012 Home improvement search trends report

Hot  Water  

•  Hot  water  heaters  appear  to  be  improving  and  preparing  to  breakout  to  a  higher  level  of  interest.      

•  I  peeked  into  January  data  and  see  a  huge  spike  in  search  associated  with  gas  tankless  water  heaters.      

•  Warrants  more  data  to  see  if  the  trend  holds.      

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Page 6: 2006 - 2012 Home improvement search trends report

Appliances  

•  Federal  EE  rebates  drained  2011  and  2012  sales.  •  Top  brand  name  is  GE.  •  Electrolux  is  top  “rising”  brand  search.  

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Page 7: 2006 - 2012 Home improvement search trends report

Windows  

•  Window  search  intensity  has  dropped  below  recent  lows.      •  Further  observaCon  will  determine  if  we’re  seeing  a  reversal  

in  trend  in  between  building  shell  and  infrastructure  purchases.  

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Page 8: 2006 - 2012 Home improvement search trends report

Doors  

•  Doors  and  windows  appear  to  be  breaking  down  together.  •  This  is  counter  intuiCve  given  the  expected  home  

improvement  strength  for  2013.      

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Page 9: 2006 - 2012 Home improvement search trends report

Roofing  

•  Roofing  search  demand  remains  steady  even  with  an  increase  in  new  home  construcCon.  

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Page 10: 2006 - 2012 Home improvement search trends report

InsulaCon  

•  5of  the  top  10  search  terms  are  related  to  foam  insulaCon.  

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Page 11: 2006 - 2012 Home improvement search trends report

Faucets  

•  Trend  trying  to  fla\en.  •  Annual  peak  established  in  January/February  of  the  year.  •  Need  to  see  q1  data  to  determine  the  strength  for  the  year.  

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Page 12: 2006 - 2012 Home improvement search trends report

Sinks  

•  Q1  2012  was  a  very  strong  rebound  for  sinks.      •  The  category  has  fla\ened  from  its  downward  trend.  •  Category  search  highs  occur  in  the  first  quarter  of  the  year.  •  If  strength  in  sinks  conCnues,  I  expect  faucets  to  fla\en  and  

improve  as  well.  12  

Page 13: 2006 - 2012 Home improvement search trends report

Contact  informaCon  

•  For  more  informaCon  on  how  we  can  drive  brand  specific  revenue,  please  contact  me  at    –  [email protected]  or    –  703.722.9122  x  1  

•  See  our  latest  white  paper  that  describes  the  growing  need  of  suppliers  to  introduce  their  brand  to  end  consumers.      –  h\p://bit.ly/RH5KbQrebates  

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