Clues to how consumers decide

Earlier this year, NARI released the results of its Homeowner Remodeling Survey, based on phone interviews with 602 homeowners who had hired a remodeler or done their own remodeling in the last five years. Highlights follow.

Why they remodel: Updating the home to their taste was very important to more than 70 percent of respondents, while fitting the needs of their family was cited by more than 60 percent. Looking at an increase in market value was very important to more than 40 percent.

Why they do work themselves: Of the 44 percent of respondents who chose not to hire a professional, nearly 80 percent reported they enjoyed doing the work. Nearly 60 percent cited the expense of hiring, and about 35 percent said they needed to stay within budget. Concerns about reliability and trustworthiness of the remodeler followed at just over 30 percent. More than 20 percent had reservations about the quality of the work.

Why they choose a particular remodeler: More than 70 percent of the homeowners who hired a professional strongly agreed that trustworthiness, service and dependability, the appropriateness of the type and size of company to the type of job, and willingness to accommodate the homeowner's schedule was very important. Work quality, reputation and referrals, advice given, and personality followed. Twenty-two percent of respondents strongly disagreed that the remodeler they chose had the lowest price.

What they will sacrifice as costs rise: When a job goes over budget, homeowners start out not wanting to sacrifice workmanship or quality of materials. When costs go up 10 percent, more than 20 percent will sway on workmanship and more than 30 percent on materials. That number rises as costs go over budget by 20 percent: in that case, 50 percent of respondents said they would sacrifice qualify of materials and 40 percent said they would sacrifice workmanship.