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Customer acquisition has never been more competitive—especially when it comes to home improvement.
With rising consumer expectations, evolving digital habits, and tightening marketing budgets, it’s no surprise that 88% of home improvement marketers say acquiring new customers has become more difficult.
So, how are the most successful marketers staying ahead of the curve?
Porch Group Media partnered with Ascend2 to field The State of Customer Acquisition Research Report to investigate the strategies, tools, and data trends that are reshaping customer acquisition for home improvement companies in 2025.
Key Findings at a Glance
In this article, we explore the key research findings and reveal the data and marketing strategies that are helping home improvement marketers drive marketing success and acquire new customers in 2025.
Top Takeaways
- Data quality matters: The top-performing companies are 4x more likely to refresh their customer data weekly.
- First-party and intent data are priorities: There’s a current shift from buying leads to building smarter, data-driven acquisition strategies.
- Property data is a hidden advantage: 90% of marketers agree that detailed property data improves the effectiveness of your company’s targeting efforts.
- A robust mix of channels is key: Social media and email are the top acquisition channels, but SEO, paid ads, and direct mail still play very important roles.
Top Strategies Home Improvement Marketers Use for Customer Acquisition in 2025
In 2025, customer acquisition strategies have been developing around the latest trends.
It’s all about data and a demand for hyper-personalization. To be successful, marketers need to stay ahead of the curve by proactively anticipating customers’ needs in order to deliver a truly personalized experience.
Types of Data Home Improvement Companies Rely on for Customer Acquisition
Let’s take a closer look at the top strategies that will define your successful campaign in the coming year:
- Personalize your touchpoints by using intent signals – Leverage insights like browsing behavior and email engagement. Companies that do so report having significantly higher ROI.
- Segmentation is key – From behavioral data to lifecycle stages, precise segmentation is essential to delivering intentional, personalized messages.
- Go beyond the basics with Property Data – Using insights like homeownership status, renovation needs, and home condition can allow you to hyper-target your campaigns.
- Optimize the timing of your campaigns and outreach – Use data to predict what your customers need, and when they need it, along with a regional demand for the products or services you provide.
- Create dynamic, automated campaigns that are based on behavioral triggers and customer milestones to increase efficiency and your impact.
What Sets High-ROI Marketers Apart
High-ROI marketers understand that data is sophisticated. Using it in your marketing strategy demands both accuracy and variety.
You can differentiate your brand by going above and beyond simple demographic data, instead crafting a more in-depth view of your ideal customer. This process involves bringing together a multitude of data sets. You could look into home improvement need indicators while revealing immediate and future projects, sprinkled with behavioral and transactional insights, as well as highlighting past purchase and browsing patterns.
And it doesn’t stop there. Layering in demographic and psychographic profiles helps you better understand who your customers are, as well as why they make certain choices.
The research findings also indicate that high-performers source data from a variety of channels. Leverage data from online behavior, surveys, public records, and trusted third-party data partners. You’ll want to build an extremely in-depth customer profile to find the most actionable customers.
Home Improvement Companies’ Primary Goals When Purchasing Data
Top Data Challenges Home Improvement Marketers Face
The mere presence of data in your marketing strategy doesn’t automatically translate to success. While data can surely bring you invaluable insights, several obstacles can hinder its effectiveness.
Some common hurdles include:
- Third-party data can be quite costly, straining your budgets.
- Data isn’t always accurate or complete, which can lead to flawed decisions.
- Integration with your current system can cause technical challenges.
- Data requires careful handling and expertise that not every company has.
Winning marketers are investing in better tools, stronger integrations, and the internal resources necessary to ensure that they make the most of their data.
Customer Acquisition: Why Property Data Provides a Competitive Edge
Property insights can provide you with an unmatched ability to fine-tune your strategy.
When you understand the unique characteristics of a property, you’re able to significantly enhance your sales outreach with precision targeting and relevant messaging. Imagine being able to identify high-value leads and pinpoint the prospects with the most potential for conversion. You’re able to do this when your efforts are based on detailed property attributes.
Most Valuable Types of Property Data for Home Improvement Companies
Property data also enables you to create highly personalized marketing messages, tailoring your content to the very specific needs and interests of your customers. With data about the home, you can predict the homeowner’s service needs. You’re aware of potential maintenance or upgrade requirements, which helps you be proactive with your campaigns.
Gain exclusive property insights into homeowners looking for the products and services you offer
Porch Group Media asked home improvement marketing professionals how access to detailed property data would impact their ability to target potential customers. We discovered that 90% of marketers believe that property data would improve targeting.
Property data empowers you to expand into new markets strategically by identifying the areas with an increased number of your most ideal customers.
Ultimately, property-level insights can help you:
- Improve sales outreach
- Identify high-value leads
- Personalize marketing messaging
- Predict service needs
- Expand into new markets
The State of Customer Acquisition for Home Improvement Companies
A winning customer acquisition in 2025 demands a strategy blended around data-driven insights and hyper-personalized marketing. Are you ready to embrace the current trends that will bring you the most action-driven customers? Explore the full research findings in our new research report.
