A Pulse Check on the Remodeling Industry

One of the most frequent questions I get when I’m out in the field or at industry events is a simple one: “What are you seeing out there?” 

It’s a fair question, and I’m fortunate enough to be in a position where I can actually answer it. My perspective isn't based on a single region or a specific niche; it comes from direct insights gleaned from over 100 remodeling and home improvement companies. These businesses handle vastly different types of projects for a wide range of clients across diverse markets in both the United States and Canada. When you look at that much data, patterns start to emerge. 

Before I dive into the nitty-gritty of those insights, I want to give you my main conclusion right up front. If you take nothing else away from this column, remember this: Don’t Panic (and do not take your eye off the ball). 

Every decade has a disruptor 

I’ve been doing this for a long time—over 40 years, in fact. While I believe this may be more of a coincidence than a strictly predictable scientific pattern, it is worth noting that significant events have influenced the remodeling industry at the start of every new decade for the last forty years. 

• 1980: Interest rates were soaring over 16%. 

• 1990: The economy seemingly fell off a cliff. 

• 2000: We dealt with Y2K fears and the tech bubble bursting. 

• 2010: We were living in the grim aftermath of the stock market crash. 

• 2020: Covid-19 changed the world overnight. 

What is also interesting is that the middle of each of these decades has historically been strong, though in different ways each time. While the global environment—politics, pandemics, and Wall Street—always creates either headwinds or tailwinds for remodeling activity, I believe your biggest competitor isn't the guy down the street. The dynamic to watch is the consumer themselves. 

Understanding the Modern Consumer 

Today’s consumer is driven by three specific internal pressures: fear, ignorance, and overwhelm. This combination has made for a tough environment, but I want to be clear: tough does not mean bad. 

In this climate, you cannot just "sell" a client. You need to weave data and the lived experiences of your other clients into your narrative. You are there to assist them in buying, acting as a guide through their own hesitation. To help you with those conversations, here are a few insights derived from various recent surveys that you should be weaving into your sales process: 

• Financial Stability: Surprisingly, 80% of your clients report being financially better off now than they were two years ago. The money is there. 

• The Inflation Reality: Over the last five years, we have seen 10%-20% annual remodeling inflation. A project that cost $50k five years ago now costs $100k. All signs suggest this trend will continue; waiting only makes the project more expensive. 

• The Cost of Moving: Most people realize that moving is not a cheaper alternative. The "move" itself will typically cost 10% to 20% of the new home's price when you factor in commissions, taxes, and fees. 

• Compromise over Delay: Due to high costs, most consumers are choosing to use lower-cost manufacturers rather than delaying their projects entirely. They still want the work done. 

• No Regrets: I have yet to meet a homeowner who finished a beautiful project and said, "I wish I had delayed or put off this project." 

Top remodelers are doing something different

In 2025, 30% of remodelers (living in the same environment we all share) experienced significant growth. If they can do it, you can too. So, what is this 30% doing differently? 

First, they own it. The market does not own them. They have decided that their success is internal, not external. They are doubling down on their marketing efforts while others are pulling back. They are staying in constant contact with past clients, so they aren't "strangers" when a new need arises. 

Most importantly, they are tweaking their sales process and investing heavily in sales training. They are making the game a real team sport. They also make sure they can clearly answer three vital questions: 

1. Why do this project? 

2. Why do it now? 

3. Why do it with you? 

If you don’t know the answers to these, don’t expect your prospects to figure it out for themselves. 

Looking ahead to the rest of 2026 

As I reflect on where we are, I ask: Have things changed? Yes. But the bulk of the fundamentals are not only the same, they are still strong. 

My advice is to stay focused on the basics. Try to get just one more successful lead out of every ten. Try to be hungry, but never desperate. Try to go deeper into your current niche rather than just trying to spread yourself wider. Stay on the AI and tech curve—don't get so far ahead that you're a guinea pig, but don't fall so far behind that you're a dinosaur. 

My theme for 2026 is “A Year of Growth.” You can define growth in many ways—revenue, profit, or personal development—but those who will be successful this year won’t be the ones sitting on the sidelines wondering what happened. They are the leaders and businesses that "make it happen."