Have you ever started a DIY home project and midway through you look at it and think - why the hell did I ever start this, this looks like garbage and it’s going to take me hours to finish.
Well I have, and it’s not fun. Influencers online make it look soooo easy in their 20 second before and after videos, that regular folks like us believe we can become professional home renovators overnight.
This is a universal experience. Home DIY’s first became really popular during the pandemic (that and bread making lol). And since then it’s only become more and more popular.
A US survey by Front Door revealed 74% of homeowners plan to or have already done a DIY renovation to their home this year, and over half of those people said they were inspired to do so by social media.
But 42% of Americans also said they regretted their DIY project after it was done. Regardless, this trend to do your own DIY home renovation shows signs of slowing down.
The DIY home improvement retailing business is expected to reach $959 billion by 2030. That’s a lotttt of painted marble countertops (If you know you know).
But despite the massive demand, DIYers have very little brand loyalty. They care about what’s available, and what’s cheap… because when inspiration hits, they want to start their project that day. That means grabbing whatever’s in stock at the right price, not seeking out a specific brand.
So, what does this mean for home improvement retail brands?
It means you’re not fighting for loyalty - you’re fighting for relevance in the moment.
When someone decides to redo their backsplash or paint their bathroom, they’re not thinking about brand loyalty. They’re thinking: what can I get today that looks good, won’t break the bank, and makes me feel like I know what I’m doing?
To win DIYers over, you don’t need a decades-long relationship, you just need to show up at the right moment, with the right message, to the right audience.
Here’s how.
Find the right DIYers
Using Audiense and SOPRISM we found three key DIY audiences that:
a) show a repeated interest in home improvement (they aren’t just one and done, they do many projects)
b) are talking about DIY projects they are currently doing online and
c) first-time home buyers who have a list of DIY home renos they’re about to embark on.
These audiences are very into DIY home renovations at the moment - they’re the ones to pay attention to, learn everything you can about them, and target them right now before their next project.
Here are those audiences:
- The ROI Focused Renovators
- The Cozy Curators
- The First-time Home Buyers
1. The ROI Focused Renovators
(This audience was analyzed using Audiense Insights; we collected everyone on social with a high interest in DIY home renovations)
Who they are: Predominantly men aged 25 - 44 who are hands-on with home upgrades, design, and remodeling - often motivated by functionality, property value, or investment potential.
What they care about: They’re not doing surface-level fixes. They’re into construction, architecture, and ROI-driven renovations, with strong interests in home & garden, shopping, and finance.
How they think: They’re organized, goal-oriented, and open to new tools or ideas that can improve efficiency or outcomes. This audience values structure, self-reliance, and clear project goals.
How to reach them:
- Their top social channels are LinkedIn and Pinterest
- Engage heavily with owned content like tutorials, how-to guides, and product demos
Who they trust: They tune into HGTV, DIY Network, and This Old House, and they shop at Home Depot, Lowe’s, Houzz, and other renovation-forward brands.
How to win them:
- Lead with education (checklists, planning tools, how-tos)
- Highlight transformation and resale value in campaigns
- Use trusted creators or partner brands for credibility
- Position products as smart, durable investments
- Create desktop-friendly content that supports deeper planning and research
Types of renovations trending amongst this group:
This group isn’t just redecorating - they’re renovating with a purpose: to add property value, improve functionality, or prep for resale.
They’re engaging in practical, investment-driven renovations:
- Kitchen and bathroom upgrades
- Flooring replacements
- Exterior improvements (curb appeal, decks, entryways)
- Garage or basement conversions
- Energy-efficient updates (windows, insulation, smart home features)
They’re not chasing the usual fleeting TikTok trends - they’re project planners focused on long-term value and quality materials.
2. The Cozy Curators
(This audience was analyzed using Audiense Insights & Meltwater; we collected everyone on social talking about doing their own DIY home reno projects)
Who they are: Predominantly women aged 25-34, with a creative, expressive personality profile. This group blends artistic interests with DIY sensibilities, and is often motivated by personalization, storytelling, and aesthetics over ROI or resale value. They are makers, stylists, and decor-focused creators.
What they care about: They care about visual design, crafting, and handmade beauty - often merging traditional decor with personal expression. Their top interests include: Shopping, Jewelry, Style and fashion, Home & garden and Visual art and design. This is the segment behind seasonal mantel styling, upcycled decor, gallery walls, mood boards, and cozy home refreshes.
How they think: They’re expressive, social, and emotionally intuitive. They value tradition, community, and harmony. They are motivated by self-expression, beauty, and a sense of belonging.
How to reach them: Their top platform is Pinterest, with additional engagement on Instagram and craft-based communities. They prefer desktop browsing for inspiration saving and project planning. They’re most active from 12–5 PM, especially when engaging with content like: DIY tutorials, mood boards and decor guides or step-by-step visuals
Who they trust: They follow artisan and handmade creators like @ShadowDogDesign, @saltedbayonet, and @JoanneCarey64, as well as niche creative brands like Soft Knits, Area 51 Gallery, and TheBookDuke. They show moderate engagement with DIY Network, House Beautiful, and other home design platforms.
How to win them:
- Lead with creativity: Show how your product supports personal style and storytelling
- Use story-driven content: Position products as part of a cozy transformation
- Partner with artisan creators: Lean into relatability and emotional process
- Tap into seasonal and sentimental moments: Holidays, refreshes, and “reset” projects resonate
- Offer themed kits or collections: Help them express their style without overwhelming them
Types of renovations trending amongst this group:
This audience is all about soft DIY - high-impact, low-disruption updates that reflect their personal style. They’re into:
- Peel-and-stick wallpaper and tile
- Furniture flips and chalk painting
- Shelf styling, gallery walls, and open shelving
- Holiday or seasonal decor
- Craft-based or handmade home additions (e.g. wall hangings, plant corners, cozy lighting)
They’re not gutting kitchens, instead they’re creating cozy homes that feel personal, warm, and express who they are inside.
3. The First-time Home Buyers
(This audience was analyzed using SOPRISM; we collected all new home buyers in the USA doing DIY home renovations)
Who they are: Predominantly women aged 35-44, English-speaking, and largely in relationships. Nearly 30% are parents, and most have a high school education. This group represents 44.2 million people, with heavy representation in states like Iowa, North Dakota, and West Virginia.
What they care about: They’re motivated by homeownership, practical upgrades, and emotional expression through home design. Interests span home improvement, DIY, interior architecture, property investment, and consumer experience.
Their focus includes both functional renovation (like equity and resale) and aesthetic satisfaction (personalization, comfort, and lifestyle upgrades).
How they think: This audience blends goal-oriented, structured mindsets (e.g., Property Investor, Budget Policy Objector) with emotionally intuitive ones (Self-Assured Enthusiast). They value planning, self-reliance, and long-term improvements - but also seek belonging, tradition, and a visually satisfying environment. They think in terms of both utility and beauty.
How to reach them:
- Top platforms: Facebook (95.2%), Instagram (55.4%), and LinkedIn
- High engagement with DIY and design content on Pinterest and home media outlets
- Active midday (especially for decor inspiration and planning)
Who they trust: They gravitate toward familiar and aspirational lifestyle figures:
- Media: DIY Network, Elle Decor, Architectural Digest, Lifetime, Travel Channel
- Brands: KitchenAid, La-Z-Boy, Ethan Allen, Zara Home, Overstock, Volkswagen R
- Public figures: Martha Stewart, Dolly Parton, Garth Brooks, George Strait
How to win them:
- Lean into education and empowerment: how-to’s, tutorials, checklists, and idea boards
- Storytelling matters: show before/after journeys, cozy transformations, and “family-first” angles
- Feature trusted creator partnerships for added credibility
- Highlight property value, practical benefits, and emotional rewards in your messaging
Types of renovations trending amongst this group:
- Kitchen and bathroom upgrades
- Interior architecture and decor refreshes
- Curb appeal projects: landscaping, porches, and exterior facelifts
- DIY decor: peel-and-stick tile, shelving, gallery walls, furniture updates
- Energy-efficient changes: insulation, windows, smart tech
- Garage, basement, or entryway conversions
- Seasonal decorating and handmade elements for a cozy, lived-in feel
For home improvement brands, this audience represents the sweet spot: a massive, motivated segment blending emotional design with functional upgrades - ready to roll up their sleeves, spend strategically, and turn inspiration into cartful's of tools, materials, and weekend projects.
There might not be loyalty, but there is opportunity
So, while DIYers may not be loyal to brands, they are deeply loyal to their DIY projects.
That’s the opportunity. If you can understand who they are, what they care about, and how they approach their next project - you can show up at the exact moment they’re ready to buy.
Whether it’s the ROI-focused renovator hunting for value, the cozy curator styling their dream nook, or the first-time home buyer diving into their first project they’re not just browsing, they’re building.
So take them seriously, and sign up for Audiense to target them directly.
