q3 2012 home improvement search trends

2012  Home  Repair  Search  Trends  

2013  Home  Improvement  Forecast  

•  Forecast  is  for  greater  spend  on  exterior  building  products.  •  HeaAng,  cooling  and  appliances  aren’t  expected  to  share  in  the  

$14  billion  in  2013  growth.  11/6/12   2  

Hurricane  Sandy  will  kick  the  forecast  higher!  

Air  condiAon  trend  

•  Search  volume  conAnues  to  decline.  •  2012  peak  is  40%  of  2006  peak.  •  Top  10  terms  did  not  include  any  brands.    •  Window  air  condiAoner  peaked  in  July  in  2011  and  2012.  

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Furnaces  

•  January  2012  search  is  26%  of  the  October  2006  peak.  •  Search  for  “space  heaters”  peaked  in  12/2010.  •  Mild  2011  winter  saw  a  decrease  in  “space  heaters”  and  

“furnaces”.  

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Hot  Water  

•  Decrease  in  overall  search  volume  –  but  sAll  preVy  consistent.  

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Appliances  

•  Decrease  in  overall  search  volume.  •  Search  interest  sAll  trending  downwards.  •  Top  brand  name  is  GE.  •  Big  box  retail,  Sears,  Lowes  and  Home  Depot  are  menAoned  5  

of  the  top  10  related  search  terms.  

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Windows  

•  Trend  is  down  but  stronger  than  AC,  furnaces  and  appliances.  

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Doors  

•  2012  was  a  significant  turnaround  year  for  the  Door  industry.  

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Roofing  

•  Roofing  has  been  consistent  but  smaller  compared  to  the  other  categories.    

•  The  consistency  can’t  be  explained  enArely  by  weather  related  property  damage.      

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InsulaAon  

•  Search  has  shrunk  over  the  last  two  years.      •  Decrease  may  be  the  result  of  diminished  state  and  local  

government  weatherizaAon  funds.  

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Faucets  

•  Search  volume  remains  consistent.      •  Trend  trying  to  flaVen.  •  Supported  by  anecdotal  informaAon  from  plumbing  

wholesalers.  11/6/12   11  

Sinks  

•  Search  volume  remains  consistent.      •  Flat  trend.  •  Top  brands  include  Kohler  and  Franke.  •  Top  rising  term  is  “Ikea  sinks”.  

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Contact  informaAon  

•  For  more  informaAon  on  how  we  can  drive  brand  specific  revenue,  please  contact  me  at    –  tony@savebigbread.com  or    –  703.722.9122  x  1  

•  See  our  latest  white  paper  that  describes  the  growing  need  of  suppliers  to  introduce  their  brand  to  end  consumers.      –  www2.savebigbread.com/whitepaper1/  

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