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August 15, 2025

Homeowners Are Prioritizing Home Maintenance: How to adjust your marketing accordingly.

It’s National Home Improvement Month! But home improvement projects themselves seem to be on hold. According to Angi’s 2025 State of Home Spending Pulse Report, homeowners are feeling the financial squeeze, pushing improvement projects down the road and focusing instead on preventative maintenance.

  • 71% of homeowners postponed a planned project in 2025

  • 62% are more concerned about affording home maintenance than they were just months ago

  • 71% are prioritizing preventive maintenance over large upgrades

  • Homeowners now plan to stay in their homes 5 years longer on average

What does this mean for your plumbing, HVAC, electrical and roofing business? Actively listen to your customers. Address their concerns, adjust your messaging and offers, read the room. Here’s how:

 

Lead with Empathy + Education

A FREE estimate headline isn’t enough. This is the time to publish content that helps people feel informed, confident and in control.

Use headlines like:

  • “Fix your drain now, avoid an emergency later.”

  • “Best ways to maintain your HVAC.”

  • “3 ways to lower your home repair costs this year.”

Create content that:

  • Explains how to spot early warning signs (drain clogs, HVAC issues, leaks)

  • Breaks down payment options or financing

  • Emphasizes value, not just price

 

Promote Smart, Preventive Offers

71% of homeowners are focused on preventive maintenance. Meet them there. Instead of pushing full replacements or big remodels, consider:

  • Seasonal tune-up offers

  • Bundled services (HVAC + plumbing, multi-drain discounts, etc.)

  • “Early bird” pricing for projects booked before peak season

  • Subscriptions or maintenance plans with tiered pricing. We have helped build many of these plans.

These offers feel helpful, not pushy, and make you the provider they trust when the big jobs come.

 

Shift From Search-Only to Full-Funnel Media

Still relying on PPC or LSA to catch people mid-search? (More on that.) People are waiting longer to start that search, so you need to be remembered before they start typing.

Add video and social to your media mix:

  • Use short-form video to walk through common home problems

  • Run awareness ads on YouTube, TikTok, Meta with value-driven messaging

  • Retarget site visitors with tips, checklists and limited-time offers

This makes your brand the first that comes to mind when it’s finally time to search “HVAC repair near me.”

 

Speak to the “Stay-Put” Mindset

With homeowners staying longer in their current homes, your messaging should speak to the long game.

  • Focus on “home comfort”, energy efficiency and value over time

  • Position upgrades (like tankless water heaters or smart thermostats) as investments in comfort and resale

  • Highlight warranties, maintenance plans and long-term customer support

People may not be ready to renovate, but they are ready to make smart decisions about where they live now.

 

Don’t Underestimate Aspirations

Even as projects are delayed, the dream of new windows or a backyard deck is still alive. Use this to your advantage by seeding inspiration and showing what’s possible with real budgets.

  • Share before/afters that show small changes with big impact

  • Use testimonials that speak to affordability, flexibility or creative solutions

  • Offer tiered packages: “Good / Better / Best” to give options and control

2025 isn’t the year for the hard sell. It’s the year for helping homeowners protect what they have, spend wisely and plan for the future. Your job? Be the trusted expert. The one who shows up early, educates clearly and delivers real value.

Need help building maintenance plans and adjusting your marketing to today’s realities? Let’s talk strategy.

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