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The Top Customer Expectations Contractors Must Meet in 2024

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Home Improvement

The Top Customer Expectations Contractors Must Meet in 2024

Hint: There are two vital things customers today expect that they didn't always think about 

By Tim Musch May 2, 2024
home improvement sales
Photo: stock.adobe.com
This article first appeared in the May/June 2024 issue of Pro Remodeler.

The great salesman and motivational speaker Zig Ziglar once told me: “There are really only five obstacles to the sale and they don’t change. Those are: No need. No desire. No money. No hurry. No trust.”

He’s absolutely right about that, but for those of us in the home improvement industry, how we overcome those obstacles does change over time. 

We have to be thinking constantly about what our customers really want. And that means asking, “What do prospects expect from me today that they didn’t three, five, and 10 years ago?”

 Here are two important expectations you need to master for customers.


1. Great Digital Experiences  

A survey from leading CRM Salesforce found that 75% of customers expect companies to use new technologies to create better experiences. Furthermore, 62% said their experiences with one industry influence their expectation of others.

So, what does that mean for us? 

Today’s customers want greater ease and convenience than ever before. They one-swipe shop on Amazon. They use keyless check-in apps at hotels. Their banks let them track their finances, savings, and investments from anywhere, at any time. The list goes on. 

75% of customers expect companies to use new technologies to create better experiences

Now, are we following that with a clunky, outdated website with poor functionality and usability? Are we showing up for demos with 6-inch wide pitchbooks instead of touchscreens and tablets? Do our presentations last an hour rather than 15 to 20 hard-working minutes?

That’s not a good look. It doesn’t instill trust and desire to buy. 

What customers expect from us now is to leverage technology for a seamless experience. In other words, we need to use technology to make things as simple, convenient, and efficient for them as possible. 


2. Personalized Solutions

Personalization is a key trend across most industries right now—and the home improvement sector is no exception.

A recent J.D. Power customer satisfaction study, based on the responses of 3,000 people who made home improvement purchases within the past 12 months, found that manufacturers and retailers that offer personalized experiences almost universally see higher overall satisfaction scores. 

Not only that, customers are willing to invest more money when they have this type of experience. 

Now you’re probably asking: What does that mean for my company? Well, there’s no one-size-fits-all solution. But we can ask: What can I do to speak directly to my customer, and speak to them in a manner where they feel that I have their best interest at heart?

That could mean different things for different businesses. 

But one way to do that is to use digital tools that let customers actively participate in evaluating and making choices around products and vendors.

For instance, say you’re bidding on a kitchen remodel job. It’s helpful to use a tool that lets you create an instant 3D rendering of the space, walk customers through different options in real time, and provide cost estimates based on their choices. 



written by

Tim Musch

Tim Musch has spent the past 30 years developing and refining technology solutions for contractors, including leading CRM MarketSharp. He is currently a business development specialist for global digital contractor solutions company Paradigm.

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