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2012 Home Repair Search Trends
2013 Home Improvement Forecast
• Forecast is for greater spend on exterior building products. • HeaAng, cooling and appliances aren’t expected to share in the
$14 billion in 2013 growth. 11/6/12 2
Hurricane Sandy will kick the forecast higher!
Air condiAon trend
• Search volume conAnues to decline. • 2012 peak is 40% of 2006 peak. • Top 10 terms did not include any brands. • Window air condiAoner peaked in July in 2011 and 2012.
11/6/12 3
Furnaces
• January 2012 search is 26% of the October 2006 peak. • Search for “space heaters” peaked in 12/2010. • Mild 2011 winter saw a decrease in “space heaters” and
“furnaces”.
11/6/12 4
Hot Water
• Decrease in overall search volume – but sAll preVy consistent.
11/6/12 5
Appliances
• Decrease in overall search volume. • Search interest sAll trending downwards. • Top brand name is GE. • Big box retail, Sears, Lowes and Home Depot are menAoned 5
of the top 10 related search terms.
11/6/12 6
Windows
• Trend is down but stronger than AC, furnaces and appliances.
11/6/12 7
Doors
• 2012 was a significant turnaround year for the Door industry.
11/6/12 8
Roofing
• Roofing has been consistent but smaller compared to the other categories.
• The consistency can’t be explained enArely by weather related property damage.
11/6/12 9
InsulaAon
• Search has shrunk over the last two years. • Decrease may be the result of diminished state and local
government weatherizaAon funds.
11/6/12 10
Faucets
• Search volume remains consistent. • Trend trying to flaVen. • Supported by anecdotal informaAon from plumbing
wholesalers. 11/6/12 11
Sinks
• Search volume remains consistent. • Flat trend. • Top brands include Kohler and Franke. • Top rising term is “Ikea sinks”.
11/6/12 12
Contact informaAon
• For more informaAon 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. – www2.savebigbread.com/whitepaper1/
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