Who drives brand and product choice on residential builds?

Residential Projects Product-Brand Choice NMNewsletter

Who makes product and brand decisions on residential projects — the buyer or the remodeler?

It depends.

The likelihood of a homeowner specifying products varies by project. For example, roofing is one of the highest homeowner-specified areas. For remodelers, though, more than 35 percent of homeowners ask for specific flooring, and more than 28 percent request specific plumbing products.

Sixty-seven percent of remodelers said they try to convince homeowners to choose another brand. Remodelers or someone on the remodeling team makes brand decisions 54 percent of the time.

When asked what percentage of jobs homeowners help complete, nearly 45 percent of remodelers said just 1 to 5 percent. Reasons for the low figure range from speed of job completion to speed of decision-making.

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