What makes a homeowner say yes?
November 5, 2026
11:00 AM ET / 10:00 AM CT / 8:00 AM PT / 4:00 PM GMT
Duration: 1 hour
Already registered? Click here to log in.
Summary
Homeowners still want to invest in their homes, but today's economic realities are changing how they make purchase decisions. Rising costs, tighter budgets, and shifting priorities are influencing when projects move forward, which projects get prioritized, and what homeowners need to feel confident taking the next step.
Join Jeff Masser of Wells Fargo Retail Services for an in-depth look at the trends shaping today's remodeling market. Drawing on consumer research, economic data, and insights into homeowner behavior across generations, this session will explore the financial and emotional factors influencing home improvement decisions. Attendees will gain a better understanding of how customers evaluate project costs, what motivates them to move forward, and the role financing can play in helping homeowners balance affordability with their goals.
Whether you're looking to better understand today's consumer or strengthen conversations around project affordability, this webinar will provide practical insights you can apply immediately.
Key takeaways:
- Learn how economic pressures are influencing homeowner spending and remodeling priorities.
- Understand the affordability barriers that most often delay or derail projects.
- Explore how motivations and project preferences vary across generations.
- Discover what today's homeowners value when considering financing options.
- Gain practical strategies for discussing affordability and financing with customers.
- See how financing can help homeowners move forward with projects while supporting business growth.
Speaker
Jeff Masser
Vice President, Lead Sales Enablement Consultant
Wells Fargo Retail Services
Jeff Masser has worked in consumer lending and financial services at Wells Fargo for over 25 years. As Lead Sales Training Consultant, Jeff partners with high-value clients and top dealer-based programs across the country to build their knowledge and skills, helping them grow their business with a robust and effective consumer financing program.
Jeff calls Tampa, Florida home, where he is happily married and has one son who is currently in graduate school. He is active in his local community with animal rescue and soccer coaching, and he is a member of Christ the King church. In his spare time, he enjoys watching the Tampa Bay Lightning, fishing, and kayaking. Jeff holds a bachelor’s degree from Limestone University.
Sponsored by:
