By Libby Boulais
Back in July, we said social media can’t be an afterthought. Now, the data proves it.
When Miller Brooks partnered with the Home Improvement Research Institute (HIRI), we set out to understand one question: How does social media truly influence homeowner remodeling decisions? From a survey of 1,200 U.S. homeowners, the results are clear—and for building product brands, impossible to ignore. Social isn’t just a brand platform anymore. It’s a decision driver, a sales accelerator, and a trust builder all at once.
Social media isn’t just awareness—it’s acceleration.
More than half of Gen Z and Millennial homeowners said they’ve started or sped up a home improvement project after seeing something on social media.
52% of younger homeowners take real action based on what they see online.
Platforms like YouTube, Facebook, Pinterest, Instagram, and TikTok are now the digital front doors to remodeling. They’re where ideas are sparked, validated, and purchased—often in the same session.
Education beats entertainment.
When it comes to what resonates, homeowners crave instruction, not interruption. They told us that:
- Step-by-step tutorials and before-and-after visuals are the most influential content types.
- Retailers, contractors, and brands are the most trusted voices.
- Cost breakdowns and comparisons matter more than polished ads.
“The winning content formula is clear: Educate while you inspire.”
That means brands that simplify the complex—showing how to install, upgrade, or troubleshoot—earn more trust and more conversions than those who just post pretty pictures.
Your partners are your influencers.
Homeowners may discover new products through social, but they validate them through people they trust—their contractors, dealers, and installers.
When those partners share brand content, it multiplies credibility. When they post their own projects featuring your products, it humanizes the brand and amplifies reach.
That’s why the most forward-thinking manufacturers are now investing in partner-ready content kits—making it easy for pros to post, tag, and engage with branded material.
Social media expands the shopping cart.
It’s not just behavior that changes—it’s spending. According to the HIRI × Miller Brooks study:
- Homeowners spend $625 more annually because of social influence.
- Gen Z and Millennials spend nearly $913 more.
- Middle-income households ($80K–$160K) show the biggest lift.
Those extra dollars often go toward premium products and add-ons—proof that social is now an upsell channel.
“Social isn’t just where inspiration happens—it’s where the upgrade decision gets made.”
From research to real results.
This research validates what our clients in the building industry have been seeing for years—social media isn’t soft marketing. It’s measurable momentum. The most effective brands are those that:
- Treat social as a conversion engine—not a brand campaign.
- Balance education and aspiration in every post.
- Equip channel partners to echo that story with their own audiences.
That’s how you move from scroll to sale—and from visibility to true brand velocity.
Let’s build your social strategy together.
The HIRI study proves that homeowners are already making decisions online. The question is: Will they find you there—and trust what they see?
Miller Brooks helps building products manufacturers translate insights like these into social strategies that drive measurable sales. From influencer collaborations to partner enablement to full-funnel campaigns, we turn data into action.
Let’s start the conversation.
Schedule a 1:1 with our strategy team to explore how your brand can capture attention, earn trust, and convert scrolls into sales.
