Hardware Retailing The Industry's Source for Insights and Information
While they aren’t engaging in DIY projects at quite the same frequency as homeowners, renters are an untapped audience for independent retailers. The Home Improvement Research Institute’s (HIRI) Renter’s Home Improvement Activity Study took a closer look at renters’ attitudes and habits when it comes to DIY projects.
According to the study, renters are looking for affordable, high-impact, quick improvements.
Renters focus their home improvement projects in the kitchen and bathroom, areas of the home where comfort reigns. HIRI’s Renter’s Home Improvement Activity Study found that 38% of renters choose to tackle DIY projects in the kitchen and 32% take on bathroom projects. Comparatively, 27% of homeowners choose kitchen projects and 24% of homeowners did bathroom projects.
Renters are also more likely to perform DIY projects themselves rather than turning to contractors. On average, the HIRI study found that 71% of renters did all their own DIY work compared to 55% of homeowners. Compared to homeowners, renters are also planning more DIY projects, with 56% of renters and 45% of homeowners looking to do home maintenance, 43% of renters and 30% of homeowners tackling home repair and 28% of renters and 25% of homeowners doing remodeling projects.
Top Factors in Selecting Home Improvement Products
Renters
Price – 38%
Quality – 23%
Aesthetics – 11%
Ease of Install – 11%
Homeowners
Quality – 33%
Price – 31%
Aesthetics – 11%
Ease of Install – 8%
Top Reasons for Home Improvement Activity
Renters
Sustainability – 17%
Accommodate Life’s Changes – 12%
Home Value – 12%
Homeowners
Home Value – 29%
Sustainability – 15%
Accommodate Life’s Changes – 8%
Source: Renter’s Home Improvement Activity Study, Home Improvement Research Institute
The Products That Renters Want
Renters currently prefer mass retailers and digital channels to find inspiration and shop and want guidance-focused content, something independent retailers already offer. Retailers can also tailor their product selection to target home renters by offering affordable, DIY products for those looking to make small, renter-friendly upgrades, including products like:
- Peel & Stick Wallpaper
- Artificial Plants
- Room Dividers
- Mirrors
- Rugs
- Wall Art
- String Lights
- Floating Shelves
- Wall Decals
- Peel & Stick Backsplash
- Curtains
- Cabinet and Door Hardware
- Nail-Free Picture Hanging Tools
Getting Social With Renters
One of the easiest ways to reach renters to share that you carry the products they need for their home maintenance and remodeling projects is through social media. Waters Hardware in Manhattan, Kansas, uses this method to let its customers know that they have adhesive hooks for renters to be able to hang items on the walls without causing any damage.
Each year, Taylor Hardware in Belmar, New Jersey, a go-to spot for customers with summer vacation rentals, also utilizes social media to share the store carries the products—from lightbulbs to spare keys—renters need for their properties.
