Table Of COnTenTs - HomeAdvisorfiles.servicemagic.com/pdf/press/Remodel_and... · windows (up 118 percent over 2009 Q1) and roofing (up 40 percent over 2009 Q1). Even with all the

3

Table Of COnTenTswww.servicemagic.com/survey

CEO Letter................................................................................................................................5Purpose ....................................................................................................................................6National Summary ....................................................................................................................7National Service Requests and Demographic Summary .........................................................8Q1 2010 Remodeling Highlights ...............................................................................................9Regional Data ....................................................................................................................10-43 Northeast ...............................................................................................................10-14 Boston, MS-NH ...............................................................................................11 Buffalo-Niagara Falls, NY ...............................................................................11 New York, NY..................................................................................................12 Rochester, NY.................................................................................................12 Hartford, CT ....................................................................................................13 Pittsburgh, PA .................................................................................................13 Philadelphia, PA-NJ ........................................................................................14 Providence-Fall River-Warwick, RI-MA ...........................................................14 Upper South ...........................................................................................................15-19 Baltimore, MD .................................................................................................16 Charlotte-Gastonia-Rock Hill, NC-SC .............................................................16 Louisville, KY-IN ..............................................................................................17 Memphis, TN-AR-MS......................................................................................17 Nashville, TN ..................................................................................................18 Norfolk-Virginia Beach-Newport News, VA-NC ..............................................18 Richmond-Petersburg, VA ..............................................................................19 Washington, DC-MD-VA-WV ..........................................................................19 Deep South ............................................................................................................20-24 Atlanta, GA .....................................................................................................21 Birmingham, AL ..............................................................................................21 Jacksonville, FL ..............................................................................................22 Miami, FL ........................................................................................................22 Orlando, FL .....................................................................................................23 Tampa-St. Petersburg-Clearwater, FL ............................................................23 New Orleans, LA .............................................................................................24 Midwest ..................................................................................................................25-29 Chicago, IL ......................................................................................................26 Cincinnati, OH-KY-IN ......................................................................................26 Cleveland-Lorain-Elyria, OH ...........................................................................27 Columbus, OH ................................................................................................27 Detroit, MI .......................................................................................................28 Indianapolis, IN ...............................................................................................28 Milwaukee-Waukesha, WI ..............................................................................29 Minneapolis-St. Paul, MN-WI .........................................................................29

4

Great Plains ...........................................................................................................30-31 Kansas City, MO-KS .......................................................................................31 St. Louis, MO-IL ..............................................................................................31 Mountain ................................................................................................................32-34 Denver, CO .....................................................................................................33 Las Vegas, NV-AZ ..........................................................................................33 Salt Lake City-Ogden, UT ...............................................................................34 Southwest ..............................................................................................................35-38 Austin-San Marco, TX.....................................................................................36 Dallas, TX .......................................................................................................36 Houston, TX ....................................................................................................37 San Antonio, TX ..............................................................................................37 Oklahoma City, OK .........................................................................................38 Phoenix-Mesa, AZ ..........................................................................................38 Pacific ....................................................................................................................39-43 Los Angeles-Long Beach, CA .........................................................................40 Riverside-San Bernardino, CA ........................................................................40 Sacramento, CA .............................................................................................41 San Diego, CA ................................................................................................41 San Francisco, CA ..........................................................................................42 San Jose, CA ..................................................................................................42 Portland-Vancouver, OR-WA ..........................................................................43 Seattle-Bellevue-Everett, WA .........................................................................43ServiceMagic Consumer Sentiment Survey ......................................................................44-48ServiceMagic Service Professional Sentiment Survey ......................................................49-53Appendix: Service Request Group Detail ..............................................................................54

5

leTTer frOm Craig smiTh CEO, ServiceMagic.com

may 5, 2010

As home improvement season kicks off, we’re reminded of the hard road consumers conqueredin2009,specificallyinthehomeindustry.Lookingbackatthislastquarter,ServiceMagic.com has seen continued indications of a turnaround, including noticeable growthinthe“doitforme”tasks,specificallymaidservices,whichareup20percent. 2010 marks the one-year anniversary for ServiceMagic.com’s Home Remodeling & Repair Index. As we welcomed the new year, we discovered our predictions came true. The pent-up demand and increased planning and budgeting activity in the last half of 2009 is translating into big increases in remodeling projects in 2010. In fact, at the end of 2009, we anticipated a 35 percent growth from Q1 2009, but Q1 2010 turned out to be even stronger with a 49 percent growth. Regional highlights for additions and remodeling projects include the Northeast, Midwest and Great Plains and demonstrate a Q1 economic climate where homeowners chose to renew their most commonly used rooms – the kitchen and the bathroom. Consumers across the United States have shifted their home spending priorities and moved toward larger projects, specificallyfocusedonkitchenremodelswithanincreaseof191percentnationwideandbathroom remodels with an increase of 30 percent nationwide. Other core projects include windows(up118percentover2009Q1)androofing(up40percentover2009Q1).

Even with all the rosy looking numbers, there’s no question we are recovering to a new norm in consumer spending. Consumers are paying for their remodeling projects (including exterior projects) in cash 70 percent of the time, likely the result of home equity losses and difficultieswithaccesstofinancing.Still,nationwideourserviceprofessionalsareoptimisticabout 2010 even though they clearly have to be more accommodating to consumer budgets. In fact, 50 percent of professionals are optimistic that their business will stabilize in the next two to four months.

Budget concerns aside, consumers are requesting core home projects across the country, withsomeinterestingactivityinspecificmajorcities.Atthekickoffofhomeimprovementseason on April 5 – our statistics show that homeowner activity spikes 30 percent every year the day after Easter – we’ve seen a rapid and drastic growth in cities on the East coast like New York City and Boston. Pittsburgh takes top honors with 57 percent growth this quarter.

Itisstillanuphillclimbforsomebutoverallourfindingsillustrateourindustryisnotatastandstill,butonitswaytoamoreconfidentandhopeful2010.

Craig Smith

6

PurPOse

nOTes On DaTa

ServiceMagic.com is the nation’s leading website connecting homeowners to prescreened, customer-rated contractors.Withmorethanfivemillionrequestsfromhomeownersin2009,ServiceMagic.comisprovidingvaluable data to the public in terms of how home project spending trends have changed in both overall size andscope,aswellasspecificcategoriesofprojectsthathaveseenincreasesanddecreasesascomparedto the same quarter in the year prior.

1 ServiceMagic.com experienced 39.6 percent overall growth in service requests from homeowners in Q1 ’10overQ1’09.Allregional-andcategory-specificdatacontainedinthisreportwerenormalizedtoac count for this growth, unless otherwise stated.

2 Due to point-in-time variations such as seasonality, all data presented here presents a Q1 ’10 to Q1 ’09 comparison unless otherwise indicated.

3 ServiceMagic.comdatareflectshomeownersrequestingaprofessionaltohireforhomeimprovementprojects.Inotherwords,thisdatareflects“do-it-for-me”projectsandnot“do-it-yourself”projects.

4 This report is separated into two parts: ATheindex(data)fromServiceMagic.com,whichreflectsthemorethan1.3millionservice requests received in Q1 ‘10. B Results from a survey of 1,271 homeowners and 543 service professionals conducted in April 2010.

5 We have included in the report: A Index data from the Top 50 markets as ranked by the U.S. Census B Demographic data for households and housing stock 1 Household demographics: household income, age of head of household, marital status. 2 Housing stock demographics: age of home, value of home, length of residence, square footage of home.

6 Service requests are grouped together for regional demographic analysis. A An aggregated view of each region is presented to help provide more relevant or better insights and comparisons for top 50 cities. B Service request group detail is located in the appendix on page 54.

7

naTiOnal summarY

Withmorethan1.3millionrequestsforhouseholdservicesinQ1,ServiceMagicisuniquelyqualifiedtooffertheindustryextremelyrelevant data pertaining to home improvement activity. We have noticed a marked shift from planning and budgeting in the last half of2009toprojectsbeginninginthefirstquarterof2010.

Key Insights

1 Growth in spending and hiring activity. Sixty-three percent of consumers who are in the process of or have already completed an improvement project anticipate completing another in 2010. Thirty-two percent of these homeowners stated they will submit requests for the second project by May. Below is a chart that shows the top projects homeowners plan to complete this year.

2 Cash is King. Over the past 3 quarters, we have found that at least 70 percent of consumers are paying in cash for remodeling and exterior projects. There are many reasons for this trend which, according to the Remodeling Futures Program at the Joint Center for Housing Studies at Harvard*, include facts like homeowner equity having declined by more than half since 2006, home equity loans being off by nearly 10 percent, and almost 25 percent of all mortgaged homes are currently considered “under water” with many more at risk.

3 Remodeler Optimism. While home improvement spending is down 20 percent compared to 2007*, service professionals are feeling secure about their company’s performance with 80 percent reporting optimism about the next 12 months. Interestingly, 86 percent of remodeling professionals are optimistic about the next 12 months, making them the highest ranking group. The graph below shows that 50 percent of professionals expect their business to stabilize in the next two to four months.

When do you anticipate a significant increase in service requests to stabilize your business?

*Source: Spring 2010 reports published by the Remodeling Futures Program at the Joint Center for Housing Studies at Harvard.

Kitchen remodel

37%

15%

22%

25% Bath remodel

Outdoor projects-back yard

Outdoor projects-front yard

2010 Home Improvement Season Consumer Top Picks for

Remodeling Projects

5-8 months

2-4 months

0% 10% 20% 30% 40% 50% 60%

More than 12 months

9-12 months

8

naTiOnal serviCe requesTs

ServiceMagic.comreceivedmorethan1.3millionservicerequestsfromhomeownersinthefirstquarterof2010.Thefollowing list shows changes in requests from Q1 ‘09 to Q1 ‘10.

Top Increases in Service Requests Top Decreases in Service Requests

Remodel a Kitchen 191% Audio/Visual & Computers -55%Snow Removal Service 174% Garages & Garage Doors -49%Windows 118% Remodel a Garage -48%Add a Sunroom or Patio Enclosure 72% Build an Outdoor Kitchen -42%Cabinets 53% Hot Tubs, Spas & Saunas -40%Additions & Remodeling 49% Paving -37%Roofing 40% Appliances -36%Remodel a Basement 40% Heating & Furnace Systems -31%Gutters 36% Home Security Services -26%Remodel a Bathroom 30% Fireplaces & Wood Stoves -25%Siding 22% Concrete -24%Cleaning & Maid Services 20% Designers & Decorators -23%

Age of Head of Household Percentage of Total18-29 years 6%

30-44 years 32%45-64 years 49%65+ years 13%

Household Income Percentage of Total$0-$49,999 19%

$50,000-$99,999 32%

$100,000-$249,999 43%

$250,000+ 6%

Home Value Percentage of Total$0-$99,999 9%

$100,000-$199,999 35%$200,000-$299,999 24%$300,000-$449,999 18%$450,000+ 14%

Home Age Percentage of Total1-5 years 4%

6-10 years 7%11-20 years 19%

21-30 years 18%31-50 years 26%51-100 years 25%100+ years 1%

Marital Status Percentage of TotalMarried 61%Single 39%

naTiOnal DemOgraPhiC PrOfile Of COnsumers submiTTing hOme imPrOvemenT requesTs

Length of Residence Percentage of Total1-5 years 40%

6-10 years 20%11-20 years 27%21-30 years 9%30+ years 5%

Home Size Percentage of Total1,000-1,499 sq. ft. 23%

1,500-1,999 sq. ft. 23%2,000-2,499 sq. ft. 19%2,500-3,499 sq. ft. 22%3,500-4,999 sq. ft. 10%5,000+ sq. ft. 3%

9

q1 2010 remODeling highlighTs

Forecast Versus ActualIn our last Quarterly Index, we presented a remodeling forecast that called for a 35% increase in requests. As noted in the below graph, the actual increase was 49%. Homeowner sentiment is demonstrating a marked shift from the last half of 2009 with planning and budgeting to actual hiring and spending activity in 2010.

Nationally and Regionally Kitchen Remodeling is the #1 TrendAs2010kicksoff,ServiceMagic.comdatasuggestsarisingtrendinkitchenremodels,spikingmorethan191%nationwideoverthefirstquarterof2009. In fact, service requests for complete kitchen remodels in the Midwest increased (266%), Great Plains (241%) and Northeast (229%).

We asked homeowners if they are completing full remodels or staging their kitchen remodel into phases: •Completeremodels-41%•Countertopreplacement-34%•Cabinetreplacement-12%•Flooring-10%•Appliances-4%

Furthermore,breakingdownthe30%increasenationwideforremodelsinthebathroom,ServiceMagic.comwitnessedsignificantshiftsanduptickin the following areas: Northeast (56%), Midwest (45%) and the Deep South (34%).

Project Spending – Consumer Expectations Not in Synch with Actual SpendingConsumers have largely been taught to shop based on price. In surveying our remodelers, 61% indicate that homeowners do not have a realistic budgetinmindwhentheyfirstspeakwiththem.Thefirstgraphbelowshowwhathomeownersactuallyspentontheirkitchen&bathremodelingprojectsinQ1.Thesecondgraphshowshowfarofftheoriginalbudgetexpectationswerewhenremodelersfirstspokewithhomeowners–43%of the time, homeowners underestimated their actual project costs by 20-34%.

Seattle-Bellevue-Everett, WA +53%Denver, CO +37%Dallas, TX +137%Houston, TX +162%Riverside-San Bernardino, CA +219%Los Angeles-Long Beach, CA +58%San Diego, CA +167%

40%

50%

60%

Remodeling Forecast 2010

0%

10%

20%

30%

40%

Q1 Q2 Q3 Q4

Forecast

Actual

Q1 2010 Kitchen Remodeling Growth Numbers in Top Cities

30%35%40%

Actual project spending reported by remodelers*

0%5%

10%15%20%25%30%

Over $75 $40 - $75 $20 - $40 $10-$20 $5-10 Less than $5

Bathroom Remodel

Kitchen Remodel

h %

Disparity between homeowners' initialbudgets and actual project cost

reported by remodelers.*

0% 10% 20% 30% 40% 50%

More than 50%

50%

35 49%

20 34%

10 19%

Less than 10%

Chicago, IL +151%Detroit +342%New York, NY +224%Pittsburgh, PA +246%Atlanta, GA +178%Miami, FL +333%

10

New York, NY +16%

Rochester, NY +2%

Buffalo-Niagara Falls, NY

-4%

Philadelphia, PA-NJ

Pittsburgh, PA

+24%

+57%

regiOnal DaTa

Boston, MA-NH

+16%

Providence-Fall River-War-wick, RI-MA

+14%

Hartford, CT +2%

NORTHEASTNortheast Region Overall Service Request Activity Q1 2010 over Q1 2009: +17%(Q4 comparison: +5%)

Additions & Remodeling indexed higher in the Northeast, up 74% compared to up 49% nationally.

The largest concentration of requests was for Interior Projects with cabinets up an impressive 76% - that’s 23% higher than what was seen nationally. Exterior Projects suchaswindows,siding,androofingalsoheld strong, up 111%, 65%, and 106%, respectively.

Demographic Profile: Additions & Remodeling Requests•Ages 45-64: 50%•HHI$100,000-$249,999:43%•HomeValue$300,000-$449,999:22%•Homes51-100yearsold:49%•Lengthofresidenceof1-5years:33%•Homes1,000-1,499squarefeet:37%

MORE DETAILS AVAILABLE ON NATIONAL, REGIONAL, AND MARKET DEMOGRAPHIC AND SERVICE REQUEST DATA BY REQUEST

11

Boston, MA-NH• 46% of Windows requests came from homeowners who are single• 39% of Interior Projects requests came from homes valued $450,000+• 52% of Systems & Equipment requests came from household incomes of $100,000 - $249,999

Top 10 IncreasesRoofing +86%Windows +71%Cabinets +48%Plumbing +47%Renovate or Repair a Home +47%Carpenters +45%Fences +44%Remodel a Basement +38%Architects & Engineers +36%Remodel a Kitchen +33%

Top 10 Decreases

Audio/Visual & Computers -75%Snow Removal Service -57%Insulation -45%Appliances -36%Garages & Garage Doors -34%Paving -31%Build an Addition -27%Heating & Furnace Systems -19%Home Inspection -18%Fireplaces & Wood Stoves -18%

Additions &Remodeling, 7%

Systems &Equipment, 20%

Moving & RealEstate, 2%

Maintenance &Repair, 26%

InteriorProjects, 21%

ExteriorProjects, 23%

Buffalo-Niagara Falls, NY• 40% of Cleaning & Maid Services requests came from household incomes of $50,000 - $99,999• 34% of Additions & Remodeling requests came from homeowners with a length of residence of 11 - 20 years with homes 1,000 - 1,499 square feet• 51% of Interior Projects requests came from homes valued $100,000 - $199,999

Top 6 IncreasesRemodel a Kitchen +427%Cleaning & Maid Services +73%Additions & Remodeling +57%Remodel a Bathroom +55%Flooring & Carpet +40%Remodel a Basement +6%

Top 7 Decreases

Heating & Furnace Systems -59%Concrete -56%Fences -51%Garages & Garage Doors -48%Roofing -43%Build an Addition -19%Plumbing -4%



Maintenance &





12

New York, NY• 56% of Interior Projects requests came from homeowners who are single• 73% of Windows requests came from homes 51 - 100 years old• 35% of Additions & Remodeling requests came from homeowners with a length of residence of 11 - 20 years

Top 10 IncreasesAdd a Sunroom or Patio Enclosure +302%Remodel a Kitchen +224%Roofing +181%Windows +156%Siding +108%Snow Removal Service +98%Additions & Remodeling +79%Remodel a Basement +65%Cabinets +50%Remodel a Bathroom +48%

Top 10 Decreases

Garages & Garage Doors -59%Appliances -49%Audio/Visual & Computers -48%FurnitureRepair&Refinish -44%Swimming Pools -39%Air Conditioning -37%Insulation -35%Doors -34%Heating & Furnace Systems -29%Paving -29%







Rochester, NY• 61% of Additions & Remodeling requests came from homes valued $100,000 - $199,999• 36% of Exterior Projects requests came from household incomes of $50,000 - $99,999 and from homeowners with a length of residence of 1 - 5 years in homes 1,500 - 1,999 square feet• 28% of Interior Projects requests came from household incomes of $50,000 - $99,999, homes 31 - 50 years old, homeowners with a length of residence of 1 - 5 years in homes 1,000 - 1,499 square feet

Top 6 IncreasesRemodel a Kitchen +227%

Remodel a Bathroom +78%Additions & Remodeling +77%Cleaning & Maid Services +20%Build an Addition +16%Flooring & Carpet +12%

Top 3 Decreases

Heating & Furnace Systems -35%Fences -21%Roofing -21%Additions &

Remodeling, 13%


Maintenance &


Repair, 19%



13

Hartford, CT• 38% of Interior Projects requests came from homes 31 - 50 years old• 40% of Additions & Remodeling requests came from homes valued $100,000 - $199,999 with 1,000 - 1,499 square feet

Top 10 IncreasesRemodel a Kitchen +299%Additions & Remodeling +73%Remodel a Bathroom +52%Roofing +41%Painting +33%Remodel a Basement +16%Build an Addition +16%Fences +13%Plumbing +8%Cleaning & Maid Services +5%

Top 8 Decreases

Appliances -37%Paving -36%Heating & Furnace Systems -36%Carpet & Upholstery Cleaning -27%Garages & Garage Doors -24%Electrical -21%Flooring & Carpet -17%Concrete -3%







Pittsburgh, PA• 32% of Additions & Remodeling requests came from homeowners with a length of residence of 11 - 20 years in homes 31 - 50 years old• 36% of Exterior Projects requests came from household incomes of $50,000 - $99,999•39%ofRoofingrequestscamefromhouseholdincomesof$100,000 - $249,999

Top 10 IncreasesRemodel a Kitchen +246%Windows +163%Add a Sunroom or Patio Enclosure +125%Roofing +110%Additions & Remodeling +90%Remodel a Bathroom +69%Architects & Engineers +66%Remodel a Basement +65%Handyman Services +50%Painting +44%

Top 10 Decreases

Insulation -36%Appliances -33%Lawn & Garden Care -31%Garages & Garage Doors -31%Landscaping -27%Heating & Furnace Systems -26%Fireplaces & Wood Stoves -24%Designers & Decorators -24%Carpet & Upholstery Cleaning -16%Fences -15%







14

Philadelphia, PA-NJ• 35% of Additions & Remodeling requests came from homeowners with a length of residence of 11 - 20 years • 29% of Gutters requests came from homes 1,500 - 1,999 square feet•50%ofRoofingrequestscamefromhomeownerswhoaresingle

Top 10 IncreasesGutters +242%Remodel a Kitchen +203%Roofing +192%Foundations +153%Tree Service +100%Cabinets +79%Add a Sunroom or Patio Enclosure +59%Additions & Remodeling +50%Remodel a Bathroom +46%Siding +36%

Top 10 DecreasesAudio/Visual & Computers -67%Garages & Garage Doors -42%Paving -35%Appliances -34%Fireplaces & Wood Stoves -34%Lawn & Garden Care -31%Swimming Pools -29%Heating & Furnace Systems -29%Hot Tubs, Spas & Saunas -25%Insulation -25%



Maintenance &R i 25%


Repair, 25%



Providence-Fall River-Warwick, RI-MA• 39% of Additions & Remodeling requests came from household in comes of $50,000 - $99,999• 31% of Interior Projects requests came from homeowners ages 30 - 44 in homes valued $200,000 - $299,999• 40% of Exterior Projects requests came from homes valued $100,000 - $199,999 and homeowners with household incomes of $50,000 - $99,999

Top 10 IncreasesRemodel a Kitchen +234%Plumbing +62%Additions & Remodeling +42%Remodel a Bathroom +28%Fences +21%Painting +19%Build an Addition +15%Flooring & Carpet +15%Cleaning & Maid Services +14%Heating & Furnace Systems +5%

Top 5 Decreases

Concrete -36%Remodel a Basement -31%Electrical -31%Fireplaces & Wood Stoves -31%Appliances -25%







15

regiOnal DaTa

Memphis, TN-AR-MS -4%

Louisville, KY-IN -23%

Richmond, VA +6%

Norfolk-Virginia Beach-Newport News, VA-NC

+9%

Nashville, TN -18%

Baltimore, MD +28%

Washington, DC-MD-VA-WV

+23%

Charlotte-Gastonia-Rock Hill, NC-SC

Even

UPPER SOUTHUpper South Region Overall Service Request Activity Q1 2010 over Q1 2009: +8%(Q4 comparison: +10%)

The largest increase in requests was for Ex-terior Projects, with Gutters taking top honors, up 133%, compared to up only 36% nationally. Big ticket items like windows +92% and roof-ing +43% also showed growth this quarter, and requests for Additions & Remodeling were also up 43% (a 7% increase over the fourth quarter of 2009).

Demographic Profile: Window Requests •Ages45-64:50%•Householdincomesof$100,000-$249,999:39%•Homesvalued$100,000-$199,000:36%•Homes21-30yearsold:28%•Lengthofresidenceof1-5years:39%•Homes1,000-1,499squarefeet:32%


16

Charlotte-Gastonia-Rock Hill, NC-SC• 41% of Additions & Remodeling requests came from homeowners ages 30 - 44• 25% of Home Improvement requests came from homes 2,500 - 3,499 square feet•41%ofRoofingrequestscamefromhouseholdincomesof$50,000-$99,999

Top 10 IncreasesRemodel a Kitchen +243%Add a Sunroom or Patio Enclosure +85%Windows +78%Additions & Remodeling +59%Cabinets +47%Remodel a Bathroom +34%Roofing +21%Plumbing +20%Build an Addition +19%Cleaning & Maid Services +16%

Top 10 Decreases

Appliances -48%Tree Service -43%Fences -30%Architects & Engineers -23%Tile -21%Garages & Garage Doors -19%Fireplaces & Wood Stoves -18%Doors -18%Countertops -15%Flooring & Carpet -13%







Baltimore, MD•34%ofRoofingrequestscamefromhomes1,500-1,999squarefeet• 33% of Home Improvement requests came from homes 51 - 100 years old• 29% of Maintenance & Repair requests came from homes valued $300,000 - $449,999 and from homeowners ages 30 - 44

Top 10 IncreasesRoofing +161%Renovate or Repair a Home +144%Cabinets +96%Remodel a Kitchen +53%Add a Sunroom or Patio Enclosure +44%Decks +19%Additions & Remodeling +17%Siding +15%Windows +15%Cleaning & Maid Services +10%

Top 10 Decreases

Countertops -53%Heating & Furnace Systems -42%Remodel or Renovate One or More Rooms

-32%

Audio/Visual & Computers -29%Insulation -29%Doors -25%Fireplaces & Wood Stoves -25%FurnitureRepair&Refinish -24%Appliances -23%Garages & Garage Doors -22%







17





Repair, 20%



Memphis, TN-AR-MS• 46% of Additions & Remodeling requests came from homeowners who are single• 27% of Home Improvement requests came from homes 11 - 20 years old• 29% of Interior Projects request came from homes 2,500 - 3,499 square feet

Top 5 IncreasesRemodel a Kitchen +345%Remodel a Bathroom +66%Additions & Remodeling +66%Plumbing +36%Cleaning & Maid Services +9%

Top 10 Decreases

Lawn & Garden Care -57%Garages & Garage Doors -57%Appliances -48%Roofing -32%Fences -28%Landscaping -26%Heating & Furnace Systems -22%Swimming Pools -12%Build an Addition -5%

Painting -5%

Louisville, KY-IN• 42% of Additions & Remodeling requests came from homeowners who are single, in homes 31 - 50 years old• 40% of Home Improvement requests came from homeowners with a length of residence of 1 - 5 years who are single• 43% of Cleaning & Maid Services requests came from homes 1,500 - 1,999 square feet

Top 5 IncreasesRemodel a Basement +86%Remodel a Bathroom +81%Additions & Remodeling +76%Cleaning & Maid Services +13%Plumbing +4%

Top 5 Decreases

Appliances -55%Fences -43%Garages & Garage Doors -28%Flooring & Carpet -10%Build an Addition -2%



Maintenance &


Repair, 19%



18

Norfolk-Virginia Beach-Newport News, VA-NC• 31% of Additions & Remodeling requests came from homes 31 - 50 years old•47%ofRoofingrequestscamefromhouseholdincomesof$50,000-$99,999• 35% of Home Improvement requests came from homes valued $200,000 - $299,000

Top 10 IncreasesRemodel a Kitchen +174%Roofing +78%Windows +72%Additions & Remodeling +41%Cabinets +38%Landscaping +31%Siding +28%Remodel a Bathroom +19%Painting +11%Fences +6%

Top 10 Decreases

Garages & Garage Doors -34%Appliances -30%Fireplaces & Wood Stoves -29%Doors -26%Flooring & Carpet -20%Carpenters -13%Handyman Services -12%Swimming Pools -10%Electrical -9%Heating & Furnace Systems -7%





Repair, 21%



Nashville, TN• 45% of Additions & Remodeling requests came from homeowners with a length of residence of 1 - 5 years• 56% of Home Improvement requests came from homes valued $100,000 - $199,999• 70% of Exterior Projects requests came from homeowners who are married

Top 5 IncreasesRemodel a Kitchen +210%Remodel a Bathroom +64%Additions & Remodeling +54%Add a Sunroom or Patio Enclosure +9%Plumbing +1%

Top 10 Decreases

Lawn & Garden Care -70%Roofing -69%Tree Service -47%

Appliances -45%

Insulation -42%

Audio/Visual & Computers -40%

Heating & Furnace Systems -36%

Flooring & Carpet -34%

Swimming Pools -33%

Architects & Engineers -32%





Repair, 21%



19

Washington, DC-MD-VA-WV• 30% of Gutters requests came from homeowners with a length of residence of 11 - 20 years in homes valued $300,000 - $449,999• 34% of Home Improvement requests came from homeowners ages 30 - 44 in homes valued $300,000 - $449,999•24%ofRoofingrequestscamefromhomes21-30yearsold

Top 10 IncreasesGutters +440%Roofing +111%Add a Sunroom or Patio Enclosure +102%Remodel a Kitchen +75%Cabinets +57%Foundations +39%Siding +36%Decks +27%Additions & Remodeling +25%Build an Addition +17%

Top 10 Decreases

Hot Tubs, Spas & Saunas -42%Garages & Garage Doors -31%Appliances -29%Audio/Visual & Computers -29%Swimming Pools -28%Insulation -18%Lawn & Garden Care -17%Heating & Furnace Systems -16%Fireplaces & Wood Stoves -14%Paving -13%



Maintenance &


Repair, 28%



Richmond-Petersburg, VA• 34% of Additions & Remodeling requests came from homeowners ages 30 - 44• 41% of Home Improvements requests came from household incomes of $100,000 - $249,999 and homeowners with a length of residence of 1 -5 years in homes valued $100,000 - $199,999• 31% of Interior Projects requests came from household incomes of $50,000 - $99,999 and homes valued $200,000 - $299,999

Top 8 IncreasesAdditions & Remodeling +62%Lawn & Garden Care +46%Remodel a Bathroom +39%Landscaping +19%Painting +13%Build an Addition +12%Plumbing +11%Cleaning & Maid Services +6%

Top 8 Decreases

Carpet & Upholstery Cleaning -42%Appliances -36%Fireplaces & Wood Stoves -24%Paving -19%Concrete -18%Heating & Furnace Systems -9%Flooring & Carpet -6%Fences -6%





Repair, 22%



20

regiOnal DaTa

Birmingham, AL -6%

Atlanta, GA -10%

Jacksonville, FL +1%

Tampa - St. Petersburg - Clearwater, FL

+12%

Orlando, FL +6%

Miami, FL +8%

DEEP SOUTHDeep South Region Overall Service Request Activity Q1 2010 over Q1 2009: +3%(Q4 comparison: +14%)

Exterior Projects led the way in the Deep South. Additions & Remodeling was on par with the na-tionalaverage,up50%,whileroofingandsidingshowedsignificantincreases,up39%and30%,respectively.

Demographic Profile: Exterior Project Requests•Ages45-64:50%•HHI$100,000-$249,999:38%•Homesvalued$100,000-$199,999:50%•Homes11-20yearsold:26%•Lengthofresidenceof1-5years:38%•Homes2,500-3,499squarefeet:28%


New Orleans, LA -15%

21

Atlanta, GA • 30% of Windows requests came from homes 21 - 30 years old• 26% of Home Improvement requests came from homes valued $200,000 - $299,999 from homeowners with a length of residence of 11 - 20 years• 44% of Interior Projects requests came from homeowners with a length of residence of 1 - 5 years

Top 10 IncreasesRemodel a Kitchen +178%Appraiser +70%Cabinets +57%Windows +56%Foundations +54%Additions & Remodeling +26%Remodel or Renovate One or More Rooms

+23%

Insulation +21%Remodel a Basement +20%Designers & Decorators +9%

Top 10 Decreases

Garages & Garage Doors -47%Audio/Visual & Computers -43%Hot Tubs, Spas & Saunas -40%Carpet & Upholstery Cleaning -39%Fences -38%Lawn & Garden Care -35%Roofing -34%Tree Service -32%Swimming Pools -32%Gutters -29%

Birmingham, AL • 23% of Home Improvement requests came from homes 21 - 20 years old from homeowners with a length of residence of 6 - 10 years• 38% of Additions & Remodeling requests came from homeowners ages 30 - 44 with household incomes of $100,000 - $249,999• 72% of Exterior Projects requests came from homeowners who are single

Top 7 IncreasesRemodel a Kitchen +140%Additions & Remodeling +52%Build an Addition +47%Remodel a Bathroom +46%Plumbing +31%Cleaning & Maid Services +15%Roofing +3%

Top 7 Decreases

Fences -62%Appliances -35%Flooring & Carpet -27%Heating & Furnace Systems -22%Landscaping -16%Painting -1%Concrete -1%









Maintenance &Repair 17%


Repair, 17%



22

Jacksonville, FL • 50% of Additions & Remodeling requests came from homeowners ages 45 - 64 in homes valued $100,000 - $199,999• 24% of Home Improvement requests came from homes 1,500 - 1,499 square feet• 41% of Exterior Projects requests came from household incomes of $50,000 - $99,999

Top 10 IncreasesRemodel a Kitchen +260%Remodel a Bathroom +98%Additions & Remodeling +86%Build an Addition +69%Roofing +49%Plumbing +44%Cleaning & Maid Services +35%Add a Sunroom or Patio Enclosure +21%Swimming Pools +7%Painting +2%

Top 10 Decreases

Appliances -64%Garages & Garage Doors -51%Handyman Services -38%Flooring & Carpet -32%Landscaping -30%Electrical -28%Tile -24%Carpet & Upholstery Cleaning -21%Fences -20%

Heating & Furnace Systems -18%

Top 10 IncreasesRemodel a Kitchen +333%Remodel a Bathroom +192%Additions & Remodeling +164%Roofing +64%Plumbing +57%Remodel or Renovate One or More Rooms

+57%

Painting +35%Handyman Services +17%Build an Addition +11%Fences +10%

Top 10 Decreases

Lawn & Garden Care -70%Swimming Pools -70%Concrete -50%Carpet & Upholstery Cleaning -48%Audio/Visual & Computers -45%Heating & Furnace Systems -31%Tile -29%Doors -17%Flooring & Carpet -13%Appliances -11%

Miami, FL• 21% of Additions & Remodeling requests came from homeowners ages 65+ in homes 2,500 - 3,499 square feet• 30% of Home Improvement requests came from household incomes of $100,000 - $249,999 in homes 1,500 - 1,999 square feet• 33% of Exterior Projects requests came from homes 51 - 100 years old valued $200,000 - $299,999





p ,









23

Orlando, FL• 40% of Home Improvement requests came from household incomes of $50,000 - $99,999• 29% of Additions & Remodeling requests came from homes 11 - 20 years old from homeowners with a length of residence of 11 - 20 years• 26% of Exterior Projects requests came from homes 21 - 30 years old in homes 2,000 - 2,499 square feet

Top 10 IncreasesRemodel a Kitchen +187%Windows +160%Roofing +81%FurnitureRepair&Refinish +76%Add a Sunroom or Patio Enclosure +59%Additions & Remodeling +51%Remodel a Bathroom +37%Cleaning & Maid Services +35%Electrical +29%Landscaping +18%

Top 10 Decreases

Appliances -52%Garages & Garage Doors -42%Swimming Pools -39%Audio/Visual & Computers -37%Carpet & Upholstery Cleaning -34%Heating & Furnace Systems -32%Doors -30%Lawn & Garden Care -30%Carpenters -27%Glass & Mirrors -25%

Tampa-St. Petersburg-Clearwater, FL• 29% of Windows requests came from homeowners ages 65+• 54% of Home Improvement requests came from homes valued $100,000 - $199,999•24%ofRoofingrequestscamefromhomeownerswithalengthof residence of 1 - 5 years in homes 1,500 - 1,999 square feet

Top 10 IncreasesRemodel a Kitchen +268%Windows +219%Roofing +130%Additions & Remodeling +102%Remodel a Bathroom +100%Cabinets +90%Countertops +63%Add a Sunroom or Patio Enclosure +58%Build an Addition +48%Siding +41%

Top 10 Decreases

Audio/Visual & Computers -73%Swimming Pools -56%Lawn & Garden Care -49%Hot Tubs, Spas & Saunas -47%Appliances -43%Garages & Garage Doors -42%Pest Control -41%Carpet & Upholstery Cleaning -41%Concrete -33%Designers & Decorators -28%





Repair, 23%







p



24

New Orleans, LA• 33% of Exterior Projects requests came from homes 1,500 - 1,999 square feet• 46% of Home Improvement requests came from homes 31-50 years old

Top 5 IncreasesRemodel a Kitchen +124%Remodel a Bathroom +57%Additions & Remodeling +25%Plumbing +23%Cleaning & Maid Services +6%

Top 8 Decreases

Appliances -72%Swimming Pools -55%Concrete -54%Fences -36%Roofing -28%Landscaping -25%Add a Sunroom or Patio Enclosure -18%Build an Addition -15%



Maintenance &


Repair, 22%



25

MIDWESTMidwest Region Overall Service Request Activity Q1 2010 over Q1 2009: -12%(Q4 comparison: -8%)

The largest increase in requests was for Exterior Projects, with windows up 93%, yet homeowners in the Midwest are also focusing on cabinets up 67% and Additions & Remodeling, up 66%. However, there was a decrease in requests for bigticketExteriorProjectslikeroofingandsiding,down 29% and 27%.

Demographic Profile: Window Project Requests •Ages45-64:53%•HHI$100,000-$249,999:35%•Homesvalued$100,000-$199,999:46%•Homes51-100yearsold:43%•Lengthofresidenceof1-5years:37%•Homes1,000-1,499squarefeet:30%

Detroit, MI -7%

Indianapolis, IN

Cleveland-Lorain-Elyria, OH

-12%

-15%

regiOnal DaTa

Minneapolis-St. Paul, MN-WI

-10%

Milwaukee-Wauke-sha, WI

-7%

Chicago, IL -27%

Cincinnati, OH-KY-IN

-20%

Columbus, OH -15%MORE DETAILS AVAILABLE ON NATIONAL, REGIONAL, AND MARKET DEMOGRAPHIC AND SERVICE REQUEST DATA BY REQUEST

26

Chicago, IL• 36% of Windows requests came from household incomes of $50,000 - $99,999• 31% of Home Improvement requests came from homes 31 - 50 years old• 34% of Interior Projects requests came from homeowners ages 30 - 44 in homes valued $200,000 - $299,999

Top 10 IncreasesRemodel a Kitchen +151%Add a Sunroom or Patio Enclosure +130%Windows +71%Additions & Remodeling +45%Remodel a Bathroom +44%Cabinets +43%Home Inspection +31%Build an Addition +24%Remodel a Basement +18%Cleaning & Maid Services +5%

Top 10 Decreases

Foundations -108%Garages & Garage Doors -70%Brick & Stone -67%Roofing -60%Paving -59%Audio/Visual & Computers -59%Gutters -58%Insulation -57%Snow Removal Service -54%Fireplaces & Wood Stoves -54%

Cincinnati, OH-KY-IN• 29% of Additions & Remodeling requests came from homes 2,500 - 3,499 square feet• 41% of Home Improvement requests came from homeowners with a length of residence of 1 - 5 years• 27% of Maintenance & Repair requests came from homes 51 - 100 years old and 2,500 - 3,499 square feet

Top 6 IncreasesRemodel a Kitchen +281%Snow Removal Service +113%Additions & Remodeling +45%Remodel a Basement +16%Build an Addition +13%Remodel a Bathroom +9%

Top 10 Decreases

Garages & Garage Doors -70%Landscaping -63%Roofing -58%Fences -56%Appliances -52%Gutters -45%Insulation -40%Heating & Furnace Systems -33%Flooring & Carpet -32%Electrical -30%



Maintenance &







Maintenance &





27

Cleveland-Lorain-Elyria, OH• 49% of Additions & Remodeling and Home Improvement requests came from homes 51 - 100 years old• 56% of Interior Projects requests and Home Improvement requests came from homes valued $100,000 - $199,999

Top 9 IncreasesRemodel a Kitchen +195%Remodel a Basement +95%Build an Addition +64%Additions & Remodeling +54%Remodel a Bathroom +40%Cleaning & Maid Services +19%Gutters +12%FurnitureRepair&Refinish +5%Painting +5%

Top 10 Decreases

Garages & Garage Doors -61%Lawn & Garden Care -54%Roofing -51%Snow Removal Service -43%Concrete -42%Appliances -41%Landscaping -37%Remodel or Renovate One or More Rooms

-34%

Fireplaces & Wood Stoves -32%Fences -32%

Columbus, OH• 37% of Home Improvement requests came from homeowners ages 30 - 44• 32% of Additions & Remodeling requests came from homes 1,500 - 1,999 square feet• 26% of Maintenance & Repair requests came from homes 1,500 - 1,999 square feet

Top 8 IncreasesRemodel a Kitchen +200%Remodel a Bathroom +99%Additions & Remodeling +75%Remodel a Basement +49%Build an Addition +39%Cleaning & Maid Services +10%Plumbing +6%Insulation +4%

Top 10 Decreases

Roofing -75%Appliances -63%Paving -59%Flooring & Carpet -49%Decks -44%Concrete -44%Fences -37%Heating & Furnace Systems -36%Garages & Garage Doors -33%Handyman Services -33%



Maintenance &


Repair, 22%





M i &





28

Top 10 IncreasesRemodel a Kitchen +342%Remodel a Bathroom +130%Additions & Remodeling +103%Remodel a Basement +100%

Cabinets +98%Add a Sunroom or Patio Enclosure +88%Windows +58%Build an Addition +49%Countertops +41%Home Inspection +39%

Top 10 Decreases

Paving -68%Gutters -53%Garages & Garage Doors -49%Hot Tubs, Spas & Saunas -46%Roofing -46%Lawn & Garden Care -46%Audio/Visual & Computers -43%Remodel or Renovate One or More Rooms

-43%

Insulation -41%Fireplaces & Wood Stoves -41%

Indianapolis, IN• 37% of Additions & Remodeling requests came from homeowners ages 30 -44 with household incomes of $50,000 - $99,999• 55% of Interior Projects requests came from homes valued $100,000 - $199,999

Top 9 IncreasesRemodel a Kitchen +194%Windows +52%Additions & Remodeling +45%Remodel a Basement +35%Plumbing +22%Remodel a Bathroom +21%Build an Addition +18%Electrical +17%Heating & Furnace Systems +7%

Top 10 Decreases

Siding -73%Garages & Garage Doors -67%Roofing -67%Appliances -53%Insulation -50%Painting -46%Remodel or Renovate One or More Rooms

-37%

Lawn & Garden Care -36%Handyman Services -33%Landscaping -28%



Maintenance &







Maintenance &


Repair, 22%



Detroit, MI• 35% of Additions & Remodeling requests came from household incomes of $50,000 - $99,999• 47% of Home Improvement requests came from homes valued $100,000 - $199,999• 31% of Interior Projects requests came from homes 31 - 50 years old and homeowners with a length of residence of 1 - 5 years

29

Milwaukee-Waukesha, WI• 34% of Home Improvement requests came from single homeowners with a length of residence of 1 -5 years in homes 1,000 - 1,499 square feet• 49% of Additions & Remodeling requests came from homeowners ages 45 - 64 in homes 51 - 100 years old• 71% of Interior Projects requests came from homeowners who are married

Top 6 IncreasesRemodel a Kitchen +212%Additions & Remodeling +44%Remodel a Bathroom +35%Build an Addition +35%Cleaning & Maid Services +26%Remodel a Basement +14%

Top 10 Decreases

Garages & Garage Doors -69%Concrete -53%Heating & Furnace Systems -39%Appliances -27%Fences -19%Painting -10%Carpet & Upholstery Cleaning -10%Roofing -10%Plumbing -9%Flooring & Carpet -7%

Minneapolis-St. Paul, MN-WI• 38% of Interior Projects and Home Improvement requests came from homes valued $200,000 - $299,999• 38% of Systems & Equipment requests came from homeowners who are single

Top 10 IncreasesRemodel a Kitchen +237%Snow Removal Service +87%Additions & Remodeling +36%Roofing +34%Cleaning & Maid Services +14%Lawn & Garden Care +13%Remodel a Basement +10%Cabinets +5%Tile +4%Remodel a Bathroom +3%

Top 10 Decreases

Paving -66%Audio/Visual & Computers -53%Fireplaces & Wood Stoves -50%Windows -46%Heating & Furnace Systems -43%Siding -39%Garages & Garage Doors -36%Appliances -35%Landscaping -33%Handyman Services -30%













30

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GREAT PlAINSGreat Plains Region Overall Service Request Activity Q1 2010 over Q1 2009: -3%(Q4 comparison: +9%)

The bright spot in the Great Plains was windows, up an incredible (+146%). The focus this quarter shifted to Cabinets and Additions & Remodeling projects, both up 52%. Siding, up 22%, was consistent with that of the national level, up 20%.

Demographic Profile: Window Project Requests •Ages45-64:45%•HHI$100,000-$249,999:34%•Homesvalued$100,000-$199,999:49%•Homes31-50yearsold:34%•Lengthofresidenceof1-5years:41%•Homes1,000-1,499squarefeet:42%

St. Louis, MO-IL +3%

Kansas City, MO-KS -1%


31

Kansas City, MO-KS• 33% of Additions & Remodeling requests came from homeowners with a length of residence of 31 - 50 years• 32% of Interior Projects requests came from homes 11 - 20 years old• 34% of Home Improvement requests came from homeowners ages 30 - 44 who are single

Top 10 IncreasesRemodel a Kitchen +248%Remodel a Basement +104%Additions & Remodeling +47%Cleaning & Maid Services +38%Windows +33%Plumbing +32%Remodel a Bathroom +13%Gutters +7%FurnitureRepair&Refinish +6%Countertops +3%

Top 10 Decreases

Garages & Garage Doors -49%Fences -41%Landscaping -41%Decks -40%Swimming Pools -35%Roofing -32%Handyman Services -32%Siding -31%Lawn & Garden Care -29%Painting -19%

St. Louis, MO-IL• 34% of Additions & Remodeling requests came from homes 51 - 100 years old• 33% of Home Improvement requests came from household incomes of $50,000 - $99,999• 34% of Painting requests came from homes valued $200,000 - $299,999

Top 10 IncreasesAdditions & Remodeling +189%Remodel a Bathroom +169%Remodel a Basement +139%Build an Addition +120%Painting +68%Cabinets +64%Siding +34%Cleaning & Maid Services +32%Flooring & Carpet +20%Plumbing +17%

Top 10 Decreases

Tree Service -47%Garages & Garage Doors -46%Lawn & Garden Care -45%Foundations -39%Appliances -34%Fences -33%Landscaping -32%Swimming Pools -27%Designers & Decorators -27%Countertops -27%



Maintenance &


Repair, 23%





Maintenance &





32

Las Vegas, NV-AZ

Denver, CO

+4%

-12%

Salt Lake City-Ogden, UT +3%

regiOnal DaTa

MOUNTAINMountain Region Overall Service Request Activity Q1 2010 over Q1 2009: -5%(Q4 comparison: +1%)

The heaviest concentration of requests in the Mountain region came from the Exterior Projects category, with Interior Projects not far behind. Windows showed the most impressive growth, up (117%), while Additions & Remodeling requests were up 41% (compared to being up 22% in the fourth quarter). Gutters were up 59%, while cabinets also saw an increase of 33%.

Demographic Profile: Interior Project Requests •Ages45-64:46%•HHI$100,000-$249,999:48%•Homesvalued$200,000-$299,999:34%•Homes11-20yearsold:32%•Lengthofresidenceof1-5years:43%•Homes2,500-3,499squarefeet:28%


33

Denver, CO• 37% of Cabinets requests came from homes valued $300,000 - $449,999• 40% of Interior Projects requests came from homeowners ages 30 - 44 with a length of residence of 1 - 5 years• 25% of Systems & Equipment requests came from homes 31 - 50 years old

Top 10 IncreasesRemodel a Kitchen +37%Windows +20%Cabinets +17%Remodel a Basement +14%Carpenters +13%Handyman Services +13%Flooring & Carpet +11%Cleaning & Maid Services +5%Insulation +5%Tile +4%

Top 10 Decreases

Fences -65%Brick & Stone -57%Remodel or Renovate One or More Rooms

-55%

Lawn & Garden Care -54%Landscaping -49%Roofing -43%Concrete -42%Foundations -41%Doors -40%Audio/Visual & Computers -39%

Las Vegas, NV-AZ• 50% of Additions & Remodeling requests came from household incomes of $50,000 - $99,999• 37% of Home Improvement requests came from homes valued $200,000 - $299,999• 74% of Exterior and Interior Projects requests came from homeowners who are married

Top 10 IncreasesRemodel a Kitchen +278%Roofing +130%Additions & Remodeling +69%Cleaning & Maid Services +61%Build an Addition +45%Cabinets +33%Plumbing +28%Remodel a Bathroom +10%Handyman Services +6%Lawn & Garden Care +4%

Top 10 Decreases

Appliances -53%Garages & Garage Doors -51%Landscaping -44%Heating & Furnace Systems -41%Concrete -34%Fences -33%Electrical -30%Swimming Pools -24%Doors -21%Tile -17%



Maintenance &


Repair, 22%









34

Salt Lake City-Ogden, UT•25%ofRoofingrequestscamefromhomeownersages65+• 30% of Additions & Remodeling requests came from homes 2,000 - 2,499 square feet• 53% of Cleaning & Maid Services requests came from homeowners who are single

Top 7 IncreasesRemodel a Basement +114%Additions & Remodeling +67%Fences +53%Plumbing +37%Build an Addition +36%Remodel a Bathroom +21%Landscaping +3%

Top 6 Decreases

Heating & Furnace Systems -41%Appliances -17%Concrete -12%Carpet & Upholstery Cleaning -6%Cleaning & Maid Services -4%Flooring & Carpet -3%





Repair, 21%



35

regiOnal DaTa

Phoenix-Mesa, AZ +2%

Dallas, TX -14%

Austin-San Marcos, TX

Houston, TX

-11%

-21%

Oklahoma City, OK -2%

San Antonio, TX +7%

SOUTHWESTSouthwest Region Overall Service Request Activity Q1 2010 over Q1 2009: -8%(Q4 comparison: -20%)

Muchlikeotherregions,therewasasignificantincrease in requests for windows, up (+176%)! CabinetsandRoofingwerealsobrightspotsin the Southwest, up 40% and 39%. Siding fell behind the national average, up only 6% compared to 22% nationwide. Moderate gains were seen for Additions & Remodeling projects up 35%.

Demographic Profile: Exterior Project Requests•Ages45-64:49%•HHI$100,000-$249,999:42%•Homesvalued$100,000-$199,999:47%•Homes11-20yearsold:28%•Lengthofresidenceof1-5years:40%•Homes2,500-3,499squarefeet:26%


36

Austin-San Marcos, TX• 45% of Home Improvement requests came from homeowners with a length of residence of 1 - 5 years• 35% of Exterior Projects requests came from homes valued $200,000 - $299,999

Top 8 IncreasesRemodel a Kitchen +139%Remodel a Bathroom +50%Additions & Remodeling +43%Build an Addition +25%Cleaning & Maid Services +16%Plumbing +15%Painting +2%Tile +1%

Top 10 Decreases

Garages & Garage Doors -70%Audio/Visual & Computers -52%Appliances -50%Carpet & Upholstery Cleaning -49%Carpenters -43%Fences -40%Concrete -37%Decks -34%Remodel or Renovate One or More Rooms

-31%

Lawn & Garden Care -26%

Dallas, TX• 50% of Home Improvement requests came from homeowners age 45 - 64• 36% of Cabinets requests came from homeowners with a length of residence of 1 - 5 years in homes 11 - 20 years old• 23% of Exterior Projects requests came from homes 2,000 - 2,499 square feet

Top 10 IncreasesWindows +138%Remodel a Kitchen +137%Add a Sunroom or Patio Enclosure +84%Cabinets +54%Fireplaces & Wood Stoves +49%Gutters +38%Additions & Remodeling +29%Plumbing +24%Countertops +13%Build an Addition +12%

Top 10 Decreases

Hot Tubs, Spas & Saunas -61%Garages & Garage Doors -57%Lawn & Garden Care -57%Remodel a Garage -53%Audio/Visual & Computers -52%Appliances -50%Fences -49%Handyman Services -47%Carpet & Upholstery Cleaning -44%Landscaping -44%





Repair, 22%







Repair, 22%



37

Houston, TX• 32% of Home Improvement requests came from homes 2,500 - 3,499 square feet• 25% of Exterior Projects requests came from homes 31 - 50 years old• 52% of Interior Projects requests came from homeowners ages 45 - 54

Top 9 IncreasesRemodel a Kitchen +162%Windows +136%Plumbing +36%Remodel a Bathroom +23%Cabinets +22%Heating & Furnace Systems +18%Additions & Remodeling +14%Lawn & Garden Care +13%Home Inspection +7%

Top 10 Decreases

Remodel or Renovate One or More Rooms

-64%

Garages & Garage Doors -59%Fences -59%Home Security Services -59%Renovate or Repair a Home -57%Siding -52%Swimming Pools -51%Doors -51%Appliances -50%Roofing -48%

San Antonio, TX• 45% of Home Improvement requests came from homeowners with a length of residence of 1 -5 years•42%ofRoofingrequestscamefromhomeownerswithalengthof residence of 11 - 20 years• 39% of Additions & Remodeling requests came from household in comes of $50,000 - $99,999

Top 10 IncreasesRemodel a Kitchen +168%Roofing +94%Additions & Remodeling +54%Cleaning & Maid Services +35%Remodel a Bathroom +30%Plumbing +28%Flooring & Carpet +15%Landscaping +8%Swimming Pools +7%Build an Addition +6%

Top 10 Decreases

Audio/Visual & Computers -69%Appliances -47%Heating & Furnace Systems -47%Garages & Garage Doors -40%Countertops -27%Fences -26%Handyman Services -18%Air Conditioning -16%Concrete -13%Doors -11%





Repair, 23%







p



38

Oklahoma City, OK• 31% of Additions & Remodeling requests came from homes 31 - 50 years old• 37% of Exterior Projects requests came from household incomes of $50,000 - $99,999• 30% of Interior Projects requests came from homeowners ages 30 - 44 in homes 31 - 50 years old

Top 6 IncreasesRemodel a Kitchen +317%Additions & Remodeling +68%Remodel a Bathroom +60%Cleaning & Maid Services +25%Build an Addition +15%Plumbing +13%

Top 8 Decreases

Roofing -65%Garages & Garage Doors -55%Fences -48%Heating & Furnace Systems -39%Lawn & Garden Care -38%Landscaping -26%Concrete -18%Flooring & Carpet -3%

Phoenix-Mesa, AZ•50%ofRoofingrequestscamefromhomesvalued$100,000- $199,999• 40% of Home Improvement requests came from household incomes of $50,000 - $99,999• 34% of Additions & Remodeling requests came from homeowners who are single in homes 1,500 - 1,999 square feet

Top 10 IncreasesRoofing +230%Remodel a Kitchen +216%Build an Addition +154%Gutters +111%Additions & Remodeling +89%Windows +89%Remodel a Bathroom +58%Home Inspection +58%Siding +51%Cabinets +45%

Top 10 Decreases

Audio/Visual & Computers -54%Appliances -36%Garages & Garage Doors -32%Carpet & Upholstery Cleaning -32%Concrete -30%Landscaping -29%Handyman Services -26%Swimming Pools -25%Lawn & Garden Care -24%Flooring & Carpet -17%



Maintenance &











39

Los Angeles- Long Beach, CA

-1%

Riverside-San Bernardino

San Diego, CA

+8%

+5%

Seattle-Bellevue-Everett, WA

-9%

Portland-Vancouver, OR-WA

-10%

Sacramento, CA

-10%

San Francisco, CA

-18%

San Jose, CA -11%

regiOnal DaTa

PACIFICPacific Region Overall Service Request Activity Q1 2010 over Q1 2009: -2%(Q4 comparison: -4)

ThePacificisback,particularlywhenitcomestoExteriorProjects.Requestsforroofingwere up 82%, the highest of all regions. Windows were up 88%, followed by Siding and Cabinets, both up 45%. Additions & Remodeling continues to gain steam, up 39%, compared to up only 21% in the 4th quarter and 2% in the 3rd quarter.

Demographic Profile: Roofing •Ages45-64:49%•HHI$100,000-$249,999:47%•Homesvalued$450,000:35%•Homes31-50and51-100yearsold:32%•Lengthofresidenceof1-5years:32%•Homes1,500-1,999squarefeet:27%


40

Los Angeles-Long Beach, CA• 36% of Home Improvement requests came from homes 1,000 - 1,499 square feet• 54% of Windows requests came from homeowners who are single•55%ofRoofingrequestscamefromhomes51-100yearsold

Top 10 IncreasesAdd a Sunroom or Patio Enclosure +127%Roofing +102%Windows +99%Siding +76%Remodel a Kitchen +58%Cabinets +55%Gutters +51%Glass & Mirrors +26%Home Inspection +22%Brick & Stone +21%

Top 10 Decreases

Garages & Garage Doors -67%Remodel a Garage -48%

Carpet & Upholstery Cleaning -47%Build an Addition -41%Appliances -39%Remodel or Renovate One or More Rooms

-33%

Home Security Services -33%Insulation -29%Heating & Furnace Systems -28%Landscaping -27%

Riverside-San Bernardino, CA•35%ofRoofingrequestscamefromhomes21-30yearsold• 54% of Exterior Projects requests came from homes $450,000+• 50% of Additions & Remodeling requests came from homeowners who are single

Top 10 IncreasesRoofing +228%Remodel a Kitchen +219%Windows +128%Cabinets +81%Additions & Remodeling +38%FurnitureRepair&Refinish +31%Cleaning & Maid Services +26%Fences +18%Plumbing +12%Build an Addition +12%

Top 10 Decreases

Garages & Garage Doors -77%Audio/Visual & Computers -39%Handyman Services -35%Concrete -32%Swimming Pools -30%Flooring & Carpet -25%Landscaping -23%Countertops -23%Fireplaces & Wood Stoves -22%Carpet & Upholstery Cleaning -20%













41

Sacramento, CA•31%ofRoofingrequestscamefromhomesvalued$200,000- $299,999• 31% of Home Imrovement requests came from homes 1,000 - 1,499 square feet• 27% of Exterior Projects requests came from homes valued $300,000 - $449,999

Top 9 IncreasesRemodel a Kitchen +90%Fences +89%Roofing +56%Remodel a Bathroom +33%Additions & Remodeling +23%Tree Service +20%Cabinets +19%Cleaning & Maid Services +13%FurnitureRepair&Refinish +5%

Top 10 Decreases

Appliances -59%Heating & Furnace Systems -50%Glass & Mirrors -43%Painting -39%Carpet & Upholstery Cleaning -37%Landscaping -33%Garages & Garage Doors -32%Build an Addition -27%Doors -26%Electrical -25%

San Diego, CA•24%ofRoofingrequestscamefromhomeownersages65+• 40% of Home Improvement requests came from homes 31 - 50 years old• 50% of Additions & Remodeling requests came from homeowners who are single

Top 10 IncreasesRemodel a Kitchen +167%Roofing +110%Windows +87%Additions & Remodeling +38%Cabinets +35%Fences +29%Swimming Pools +21%Remodel a Bathroom +18%Appliances +17%Build an Addition +16%

Top 10 Decreases

Landscaping -50%Carpet & Upholstery Cleaning -47%Garages & Garage Doors -42%Heating & Furnace Systems -40%Tile -30%Fireplaces & Wood Stoves -25%Insulation -23%Hot Tubs, Spas & Saunas -22%Tree Service -16%Countertops -16%













42

San Francisco, CA• 30% of Home Improvement requests came from homeowners with a length of residence of 11 - 20 years• 91% of Interior Projects requests came from homes valued $450,000+• 63% of Maintenance & Repair Projects requests came from homeowners who are single

Top 5 IncreasesRemodel a Bathroom +51%Additions & Remodeling +32%Remodel a Kitchen +30%Mold & Asbestos Services +16%Roofing +1%

Top 10 Decreases

Appliances -61%Carpet & Upholstery Cleaning -54%Electrical -52%Fences -35%Painting -26%Heating & Furnace Systems -21%Glass & Mirrors -18%Cleaning & Maid Services -12%Handyman Services -11%Plumbing -1%

San Jose, CA• 45% of Home Improvement requests came from homes 31 - 50 years old• 60% of Maintenance & Repair requests came from household incomes of $100,000 - $249,999• 31% of Interior Projects requests came from homes 51 - 100 years old and 1,500 - 1,999 square feet

Top 10 IncreasesRemodel a Kitchen +94%Build an Addition +82%Additions & Remodeling +42%Remodel a Bathroom +32%Handyman Services +28%FurnitureRepair&Refinish +11%Roofing +8%Fences +8%Cabinets +5%Plumbing +4%

Top 10 Decreases

Remodel or Renovate One or More Rooms

-58%

Garages & Garage Doors -51%Tile -51%Appliances -50%Carpet & Upholstery Cleaning -48%Heating & Furnace Systems -36%Painting -33%Lawn & Garden Care -29%Concrete -19%Swimming Pools -18%



Maintenance &







Maintenance &





43

Portland-Vancouver, OR-WA• 55% of Additions & Remodeling and Interior Projects requests came from homes valued $200,000 - $299,999• 25% of Home Improvement requests came from homes valued $300,000 - $449,999• 24% of Interior Projects requests came from homes 2,500 - 3,499 square feet

Top 10 IncreasesAdditions & Remodeling +129%Build an Addition +126%Remodel a Bathroom +92%Lawn & Garden Care +55%Painting +37%Cleaning & Maid Services +16%Roofing +16%Flooring & Carpet +8%Carpet & Upholstery Cleaning +2%Landscaping +1%

Top 10 Decreases

Audio/Visual & Computers -65%

Garages & Garage Doors -63%Fireplaces & Wood Stoves -55%Foundations -54%Tree Service -49%Heating & Furnace Systems -42%Fences -42%Insulation -37%Drywall & Plaster -37%Appliances -33%

Seattle-Bellevue-Everett, WA• 36% of Interior Projects requests came from homes 2,500 - 3,499 square feet• 54% of Home Improvement requests came from household incomes of $100,000 - 4249,999• 40% of Systems & Equipment requests came from homeowners with a length of residence of 1 - 5 years in homes valued $300,000 - $449,999

Top 10 IncreasesLandscaping +69%Remodel a Kitchen +53%Cabinets +44%Remodel a Bathroom +39%Additions & Remodeling +21%Build an Addition +19%Fences +17%Painting +9%Roofing +7%Countertops +5%

Top 10 Decreases

Gutters -61%Insulation -50%Heating & Furnace Systems -47%Fireplaces & Wood Stoves -37%Garages & Garage Doors -37%Handyman Services -34%Appliances -32%Drywall & Plaster -27%Electrical -23%Windows -19%



Maintenance &





44

01 What was the approximate timeframe from when you submitted your request to when the project was completed?

serviCemagiC COnsumer surveY – DisCreTiOnarY sPenDing insighTsWesurveyed1,271consumerswhosubmittedrequestsinthefirstquarterforAdditions&Remodeling,Cabinets,Countertops,Roofing,Siding,andWindows&Doors.

20%

25%

30%

35%

40%

0%

5%

10%

15%

20%

Less than 6

weeks

6 – 7 weeks 8 – 12 weeks More than 12 Weeks

Kitchen - Remodel

Bathroom - Remodel

40%

50%

60%

70%

0%

10%

20%

30%

Less than 6

weeks

6 – 7 weeks 8 – 12 weeks More than 12

Weeks

Cabinets

Countertops

45

In 6-7 weeks

In less than 6 weeks

0% 5% 10% 15% 20% 25% 30% 35% 40%

In more than 12 weeks

In 8 - 12 weeks

02 How did you pay for the most recent home project you completed?

03 When do you anticipate completing another home project?

63% of consumers anticipate completing another

home project in 2010.

72% of consumers say they spent exactly or close to what they budgeted on their

project.

Contrast that with

61% of pros who say consumers do not have a

good understanding of what projectscostwhentheyfirstspeak with them (see pg. 52)

Credit Card

Cash

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

Retirement Account (401K, IRA, etc.)

Financing (loan)

46

04 What are the top projects you would like to focus on during Home Improvement Season (April - June)? (choose all that apply)

05Ifyourfocusiskitchen&bath,whattaskareyouspecificallyfocusedon?

70% plan to focus on improving their home’s value

during home improvement

season.

Kitchen remodel

37%

15%

22%

25% Bath remodel

Outdoor projects-back yard

Outdoor projects-front yard

Countertops

Complete Remodel

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Appliances

Flooring

Cabinets

47

06 Have you conducted home projects due to any energy tax credits?

07 If more energy tax credits were given, would you be more inclined to conduct additional home projects?

56% of pros say homeowners request energyefficiencyor

green alternatives less than 10% of the time.

21%

79%

Yes

No

59%

41% Yes

No

48

08 Are you planning to use your tax refunds on home improvement projects?

9 Do you consider home remodeling / improvements as a necessity to home ownership?

31%

69%

Yes

No

13%

87%

Yes

No

49

5-8 months

2-4 months

0% 10% 20% 30% 40% 50% 60%

More than 12 months

9-12 months

Wesurveyed543professionalswhowerematchedtoconsumersrequestingservicesinthefirstquarterof2010forAdditions&Remodeling,Cabinets,Countertops,Roofing,Siding,andWindows&Doors.

01 Looking ahead at the next 12 months, are you optimistic about your company’s performance?

02Whendoyouanticipateasignificantincreaseinservicerequeststostabilizebusiness?

serviCemagiC serviCe PrOfessiOnal surveY - DisCreTiOnarY sPenDing insighTs

86% of Remodeling Professionals are

optimistic about the next 12 months, making

them the highest ranking group.

20%

80%

Yes

No

50

03 Thinking about the next 12 months, which area of your business do you expect to see the most growth? (choose all that apply)

04 What is the average project size for recent projects?

50% of pros expect to see more customers

over the next 12 months.choosing more

Larger projects

More customers

0% 10% 20% 30% 40% 50% 60%

I don’t expect growth in

my

business

All of the above

Customers expensive materials

40%

50%

60%

Siding

0%

10%

20%

30%

Over $20 $10-20 $5 - $10 $1.5-$5 Under $1.5

Siding

Roofing

Windows & Doors

(in thousands)

51

04 What is the average project size for recent projects? (continued)

40%

50%

60%

70%

0%

10%

20%

30%

40%

Over $10 $5 - $10 $1.5-$5 Under $1.5

Cabinet Installation

Countertop Installation

25%

30%

35%

40%

Bathroom Remodel

0%

5%

10%

15%

20%

Over $75 $40 - $75 $20 - $40 $10-$20 $5-10 Less than $5

Kitchen Remodel

Basement Remodel

Additions

(in thousands)

(in thousands)

52

05 On average, what is the percentage difference between a homeowner’s budget expectation and what the project will actually cost?

06 In your opinion, how aware are homeowners of energy tax credits for home improvement projects?

61% of Pros say consumers do not have a good understanding of

budget needs for home projectswhentheyfirst

speak with them.

61% of Pros say consumers would start more home

improvement projects if additional energy tax

credits were given.

20-34%

10-19%

Less than 10%

0% 10% 20% 30% 40% 50%

More than 50%

50%

35-49%

Not very aware

Rarely aware

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Very aware

Mostly aware

Somewhat aware

53

07Whatpercentageofthetimedohomeownersrequestenergyefficientorgreenalternativesfortheirhome improvement projects?

20-34%

10-19%

Less than 10%

0% 10% 20% 30% 40% 50% 60%

More than 75%

50-75%

35-49%

54

aPPenDix: serviCe requesT grOuP DeTail

ADDITIONS & REMODELINGAdditions & Remodeling

Architects & Engineers

New Home Builders

SYSTEMS & EQUIPMENTCentral Vacuums

Plumbing

Appliances

Air Conditioning

Septic Tanks & Wells

Home Security Services

Electrical

Fans

Water Treatment Systems

Heating & Furnace Systems

INTERIOR PROJECTSCabinets

Wall Coverings

Countertops

Glass & Mirrors

Painting

Flooring & Carpet

Window Coverings

Audio/Visual & Computers

Drywall & Plaster

Tile

Carpenters

Insulation

Ceilings

Designers & Decorators

Stained Glass

Fireplaces & Wood Stoves

EXTERIOR PROJECTSPaving

Outdoor Playgrounds

Fountains & Ponds

Concrete

Sheds & Enclosures

Siding

Brick & Stone

Landscaping

Doors

Swimming Pools

Decks

Gutters

Tennis or Game Courts

Fences

Awnings

Roofing

Garages & Garage Doors

Hot Tubs, Spas & Saunas

Skylights

Windows

MAINTENANCE & REPAIRFurnitureRepair&Refinish

Pest Control

Carpet & Upholstery Cleaning

Cleaning & Maid Services

Tree Services

Mold & Asbestos Services

Organizers

Sandblasting Services

Waterproofing

Locksmiths

Lawn & Garden Care

Handyman Services

Foundations

Disaster Recovery Services

Snow Removal Services

Home Maintenance

MOVING & REAL ESTATEAppraisers

Developers

Storage Services

Moving

Rental ServicesHome Inspections

OTHERDisability Services

Excavation

Metal Fabrication

Docks

Powdercoating

Waste Material Removal

Demolition Services

Permit Services

Sign Making Services

The following service request groups have been created in order to provide aggregated trends and analysis.

Documents

Table Of COnTenTs - HomeAdvisorfiles.servicemagic.com/pdf/press/Remodel_and... · windows (up 118 percent over 2009 Q1) and roofing (up 40 percent over 2009 Q1). Even with all the