Winning Younger Homeowners: A Marketing Mindset Shift
The home services industry is shifting as millennial and Gen Z homeowners demand digital convenience, sustainability, and transparency.
The home services industry is in the midst of a massive shift—driven not just by technology, but by a generational change in who owns homes, how they live, and what they expect. With millennials and Gen Z rapidly becoming the dominant force in the market, the old ways of doing business just don’t cut it anymore. Shipshape believes this transformation is a massive opportunity. Here’s how we—and forward-thinking service providers—can thrive in this new landscape.
A $400 Billion Industry in Flux
The U.S. home services industry is worth over $400 billion and growing—but it’s also being disrupted. Here’s what’s driving the change:
- New Demographics: Millennials are now the largest group of homebuyers (29% in 2024), and Gen Z is quickly catching up. These younger generations bring new expectations: convenience, transparency, and sustainability are non-negotiables.
- Shorter Tenure, More Upgrades: Unlike baby boomers, younger homeowners move more frequently and invest more in home improvements—driving remodeling and maintenance demand.
- Digital-First Habits: 98% of consumers now find services online, and 85% of millennials expect same-day or next-day availability.
What Today’s Homeowners Really Want
To win over the next generation of customers, home service providers must radically rethink how they operate.
Here’s what younger homeowners are asking for:
- On-Demand Digital Convenience
Today’s consumers expect Uber-like experiences. That means:
- Easy online booking and payments
- Transparent pricing up front
- Real-time technician tracking
- Sustainable, Energy-Efficient Solutions
70% of millennials and Gen Z will pay more for eco-friendly services. They’re looking for:
- Heat pumps and low-flow fixtures
- Smart energy audits and data insights
- Brands aligned with their environmental values
- Transparent, Flat-Rate Pricing
Trust is built on clarity. Younger generations want upfront pricing, no surprises, and simple bundled packages.
Clear, consistent pricing not only builds trust—it also streamlines the decision-making process. When homeowners know exactly what to expect, they’re far more likely to book confidently and stay loyal to providers who value transparency.
- Smart Home Integration
With 69% of U.S. households owning at least one smart device, integration is essential. Today’s homeowners want:
- Smart thermostats, leak detectors, and security systems
- Seamless control via apps and voice assistants
- Data-driven automation
- Predictive Maintenance via AI + IoT
Homeowners don’t want surprises—they want prevention. Predictive maintenance reduces breakdowns and repair costs.
By identifying issues early, before they escalate, predictive maintenance gives homeowners peace of mind and helps avoid expensive surprises. With real-time monitoring and AI-driven alerts, they can stay ahead of problems and protect what matters most.
Standing Out in a Consolidating Market
Private equity is rapidly consolidating HVAC, plumbing, and electrical sectors—bringing scale, but often sacrificing personal service. Over 800 companies have been acquired since 2022 alone.
Winning Younger Homeowners: A Marketing Mindset Shift
Millennials and Gen Z don’t just buy services—they buy stories, values, and transparency.
How to Reach Them:
- Authentic social media content (especially TikTok & Instagram)
- Eco-conscious messaging
- Influencer partnerships that feel real, not rehearsed
The Bottom Line
The next generation of homeowners is here—and they’re changing everything. The service providers who succeed will be the ones who embrace technology, prioritize trust and sustainability, and speak directly to what younger homeowners care about. Learn more about how Shipshape provides solutions on their website.
This post is provided by Shipshape – a Powerhouse Consulting Group Contractor Resource PlanningTM (CRP) Partner. CRP is a tech-focused audit and strategy service for contractors. We identify overlaps, inefficiencies, and missed opportunities in a contractor’s platforms—then deliver a clear roadmap to streamline systems, reduce costs, and improve performance. Learn more here!
