fourth quarter 2010files.servicemagic.com/pdf/press/remodel_and_repair_survey_q4_10… ·...

F O U R T H Q UA R T E R 2 0 1 0

2Q4 2010

TAblE OF COnTEnTswww.servicemagic.com/survey

CEO Letter.....................................................................................................................................4Purpose .........................................................................................................................................5National Summary .........................................................................................................................6National Service Requests ............................................................................................................7National Demographic Summary...................................................................................................8Q4 2010 Remodeling Highlights ....................................................................................................9Project Spending - Additions & Remodeling ................................................................................10Regional Data .........................................................................................................................11-44 Northeast ....................................................................................................................11-15 Boston, MS-NH ....................................................................................................12 Buffalo-Niagara Falls, NY ....................................................................................12 New York, NY.......................................................................................................13 Rochester, NY......................................................................................................13 Hartford, CT .........................................................................................................14 Pittsburgh, PA ......................................................................................................14 Philadelphia, PA-NJ .............................................................................................15 Providence-Fall River-Warwick, RI-MA ................................................................15 Upper South ............................................................................................................... 16-20 Baltimore, MD ......................................................................................................17 Charlotte-Gastonia-Rock Hill, NC-SC ..................................................................17 Louisville, KY-IN ...................................................................................................18 Memphis, TN-AR-MS...........................................................................................18 Nashville, TN .......................................................................................................19 Norfolk-Virginia Beach-Newport News, VA-NC ...................................................19 Richmond-Petersburg, VA ...................................................................................20 Washington, DC-MD-VA-WV ...............................................................................20 Deep South ................................................................................................................ 21-25 Atlanta, GA ..........................................................................................................22 Birmingham, AL ...................................................................................................22 Jacksonville, FL ...................................................................................................23 Miami, FL .............................................................................................................23 Orlando, FL ..........................................................................................................24 Tampa-St. Petersburg-Clearwater, FL .................................................................24 New Orleans, LA ..................................................................................................25 Midwest ...................................................................................................................... 26-30 Chicago, IL ...........................................................................................................27 Cincinnati, OH-KY-IN ...........................................................................................27 Cleveland-Lorain-Elyria, OH ................................................................................28 Columbus, OH .....................................................................................................28 Detroit, MI ............................................................................................................29 Indianapolis, IN ....................................................................................................29 Milwaukee-Waukesha, WI ...................................................................................30 Minneapolis-St. Paul, MN-WI ..............................................................................30

http://servicemagic.com

3Q4 2010

Great Plains ............................................................................................................... 31-32 Kansas City, MO-KS ............................................................................................32 St. Louis, MO-IL ...................................................................................................32 Mountain .................................................................................................................... 33-35 Denver, CO ..........................................................................................................34 Las Vegas, NV-AZ ...............................................................................................34 Salt Lake City-Ogden, UT ....................................................................................35 Southwest .................................................................................................................. 36-39 Austin-San Marco, TX..........................................................................................37 Dallas, TX ............................................................................................................37 Houston, TX .........................................................................................................38 San Antonio, TX ...................................................................................................38 Oklahoma City, OK ..............................................................................................39 Phoenix-Mesa, AZ ...............................................................................................39 Pacific ........................................................................................................................ 40-44 Los Angeles-Long Beach, CA ..............................................................................41 Riverside-San Bernardino, CA .............................................................................41 Sacramento, CA ..................................................................................................42 San Diego, CA .....................................................................................................42 San Francisco, CA ...............................................................................................43 San Jose, CA .......................................................................................................43 Portland-Vancouver, OR-WA ...............................................................................44 Seattle-Bellevue-Everett, WA ..............................................................................44ServiceMagic Consumer Sentiment Survey .......................................................................... 45-48ServiceMagic Service Professional Sentiment Survey .......................................................... 49-52Appendix: Service Request Group Detail ...................................................................................53


4Q4 2010

lETTER FROm CRAig smiTH CEO, ServiceMagic.com

February 8, 2010

Generally speaking, we don’t like waiting for the things we want. Whether it’s the latest tech gadget,flatscreenTV,oranewlyremodeledkitchen,wedon’tenjoyhavingtodelaymakingpurchases. That’s the clear trend we saw in 2010. There was incredible pent-up demand from homeowners who had put off big home remodeling projects for several months or years. Thefirsttwoquartersoftheyearsawbigincreasesinrequestsforremodelingprofessionals,mainly for kitchen and bath upgrades.

It would have been easy early on in 2010 to hope for the ultimate recovery; perhaps back to 2007 spending levels. But we also observed that, while active, consumers behave differently now. It’s a mixed-bag recovery, some strong signs that homeowners plan to stay put for a while and want to increase their home’s live-in value. At the same time, today’s consumer is more discerning and price conscious.

Remodelingrequestsdeclinedinthelasthalfoftheyear,andforthefirsttimewesawconsistent results nationally and in each region of the country (see page 6). And, while a majority of homeowners plan to take on more projects in 2011, they are going to wait at least 12 weeks to get started. Where there were remodeling increases, we mapped out those specificprojectsandareasofthecountry(seepage9).

Continuing with increasing trends, homeowners are still willing to part with discretionary income for home services. With the same consistency of results we saw in remodeling, convenience and maintenance service requests increased nationally and regionally (see page 6). Homeowners are paying for cleaning, lawn care and handyman services in growing numbers.

As we rush in 2011, it’s already apparent we’re in for another year of ups and downs. If our early indications hold, it may prove out to be the reverse of 2010 with a slower start and biggerfinishinthesecondhalfoftheyear.Theconstantsarepromisinginthemeantime.Homeowners see their homes as an investment and service professionals are learning to adapt and remain resilient in this recovering market.

Craig Smith


5Q4 2010

PURPOsE

nOTEs On DATA

ServiceMagic.com is the nation’s leading website connecting homeowners to prescreened, customer-rated contractors. With more than six million requests from homeowners in 2010, ServiceMagic.com is providing valuable data to the public in terms of how home project spending trends have changed in both overall size andscope,aswellasspecificcategoriesofprojectsthathaveseenincreasesanddecreasesascomparedtothe same quarter in the year prior.

1 ServiceMagic.com experienced .44 percent overall growth in service requests from homeowners in Q4 ’10overQ4’09.Allregional-andcategory-specificdatacontainedinthisreportwerenormalizedto account for this growth, unless otherwise stated.

2 Due to point-in-time variations such as seasonality, all data presented here presents a Q4 ’10 to Q4 ’09 comparison unless otherwise indicated.

3 ServiceMagic.comdatareflectshomeownersrequestingaprofessionaltohireforhomeimprovementprojects.Inotherwords,thisdatareflects“do-it-for-me”projectsandnot“do-it-yourself”projects.

4 This report is separated into two parts: ATheindex(data)fromServiceMagic.com,whichreflectsthemorethan1.2millionservice requests received in Q4 ‘10. B Results from a survey of 1,050 homeowners and 331 service professionals conducted in January 2011.

5 We have included in the report: A Index data from the Top 50 markets as ranked by the U.S. Census B Demographic data for households and housing stock 1 Household demographics: household income, age of head of household, marital status. 2 Housing stock demographics: age of home, value of home, length of residence, square footage of home.

6 Service requests are grouped together for regional demographic analysis. A An aggregated view of each region is presented to help provide more relevant or better insights and comparisons for top 50 cities. B Service request group detail is located in the appendix on page 53.


6Q4 2010

Withmorethan1.2millionrequestsforhouseholdservicesinQ42010,ServiceMagicisuniquelyqualifiedtooffertheindustry extremely relevant and timely data pertaining to home improvement activity.

Key Insights

1 Consistency is the name of the game for Q4 2010 home improvement trends. Thepentupdemandwereportedinthefirsthalfof 2010 has resulted in declining requests for remodeling projects nationally and in every region of the country in the second half of 2010. This trend began in the third quarter and continued into the fourth quarter.

2 Discretionary spending on Convenience & Maintenance Services was also consistent nationally and regionally. Significantincreases in these categories show a growing trend that homeowners are willing to pay for home services that in the recent past, with tighter economic conditions, they were choosing to do on their own.

nATiOnAl sUmmARY

National & Regional Increases in Convenience & Maintenance Requests

National Northeast Upper South Deep South Midwest Great

Plains Mountain Southwest Pacific

Cleaning & Maid Services +26% +26% +24% +31% +32% +22% +31% +33% +28%

Lawn & Garden Care +22% +38% +27% +14% +12% +12% +42% +8% +24%

Handyman Services +16% +14% +21% +8% +34% +15% +26% +28% +18%

Remodeling Declines

National Northeast Upper South

Deep South Midwest Great


Add a Sunroom or Patio Enclosure -36% -28% -32% -36% -33% -21% -42% -34% -37%

Build an Addition -28% -23% -24% -21% -23% -17% -32% -39% -32%

Remodel a Basement -20% -10% -8% -32% -12% -22% -20% -22% -25%

Remodel a Bathroom -37% -22% -36% -44% -33% -48% -28% -45% -32%

Remodel a Garage -42% -33% -34% -53% -34% -27% N/A -50% -28%

Remodel a Kitchen -35% -25% -30% -39% -29% -41% -37% -43% -31%

Remodel or Renovate One or More Rooms -14% -9% -13% -6% -10% -27% -17% -26% -11%


7Q4 2010

nATiOnAl sERviCE REQUEsTsServiceMagic.com received over 1.2 million service requests from homeowners in the fourth quarter of 2010, an increase of .44% from Q4 2009. The following list shows the changes in requests from Q4 ’09 to Q4 ’10.

Top Increases in Service Requests

Pest Control +30.5%

Cleaning & Maid Services +25.7%

Lawn & Garden Care +21.5%

Snow Removal Service +20.0%

Sheds & Enclosures +18.6%

Appraiser +18.4%

Heating & Furnace Systems +17.2%

Handyman Services +16.0%

Doors +13.6%

Electrical +9.8%

Locksmith +9.5%

Tree Service +8.7%

Mold & Asbestos Services +8.1%

Audio/Visual & Computers +6.9%

Top Decreases in Service Requests

Remodel a Garage -42%

Remodel a Bathroom -37%

Add a Sunroom or Patio Enclosure -36%

Remodel a Kitchen -35%

Organizers -32.5%

Appliances -31.9%

Designers & Decorators -31.1%

Additions & Remodeling -29.9%

Countertops -29.8%

New Home Builders -26.8%

Paving -24.8%

Cabinets -23.5%

Foundations -22.2%

Siding -15.3%

Flooring & Carpet -14.2%

3 Homeowners have longer timelines for 2011 home projects. A vast majority of the 1,050 homeowners we surveyed plan to complete a home project in 2011, but are holding off for 12 or more weeks before beginning their project.

71%

29%Yes

No

0% 10% 20% 30% 40% 50% 60% 70%

In less than 6 weeks

In 6-7 weeks

in 8-12 weeks

In more than 12 weeks

Do you anticipate completing a home project in 2011?

When do you anticipate completing your next home project?

nATiOnAl sUmmARY COnTinUED


8Q4 2010

Age of Head of Household Percentage of Total

18-29 years 4%

30-44 years 28%

45-64 years 53%

65+ years 16%

Household Income Percentage of Total

$0-$49,999 14%

$50,000-$99,999 32%

$100,000-$249,999 48%

$250,000+ 6%

Home Value Percentage of Total

$0-$99,999 9%

$100,000-$199,999 35%

$200,000-$299,999 25%

$300,000-$449,999 18%

$450,000+ 14%

Home Age Percentage of Total

1-5 years 4%

6-10 years 7%

11-20 years 18%

21-30 years 17%

31-50 years 26%

51-100 years 26%

100+ years 2%

Marital Status Percentage of Total

Married 65%

Single 35%

nATiOnAl DEmOgRAPHiC PROFilE OF COnsUmERs sUbmiTTing HOmE imPROvEmEnT REQUEsTs

Length of Residence Percentage of Total

1-5 years 31%

6-10 years 21%

11-20 years 30%

21-30 years 11%

30+ years 7%

Home Size Percentage of Total

1,000-1,499 sq. ft. 22%

1,500-1,999 sq. ft. 23%

2,000-2,499 sq. ft. 19%

2,500-3,499 sq. ft. 22%

3,500-4,999 sq. ft. 11%

5,000+ sq. ft. 3%


9Q4 2010

Q4 2010 REmODEling HigHligHTs

Bright Spots

Despiteadeclineoverallinremodelingservicerequests,therearespecificmarketsthatcontinuetoshowgainsforlargerprojects.And,ofthe homeowners completing these projects, 81% say they are upgrading their homes to increase the live-in quality of their home versus other reasons such as resale value.

Green Improvements: Still a Mixed Bag

Windowswererelativelyflatinthefourthquarterafterbiggainsinthefirstthreequartersof2010.Insurveyingconsumersearlierthisyear,it was clear that a majority of consumers perceived a direct connection and value around the energy tax credits for windows. Otherwise, consumers do not report being motivated by energy tax credits and 56% of remodelers tell us that consumers request green or energy efficientalternativeslessthan10%ofthetime.

Northeast RegionArchitects & Engineers+12%

Northeast RegionFences+10%

Philadelphia, PA-NJRemodel or Renovate One or More Rooms+16%

Hartford, CTRemodel a Kitchen+14%

Midwest RegionArchitects & Engineers+20%

Midwest RegionFences+19%

Indianapolis, INRemodel a Basement+12%

Southwest RegionFences+12%

Phoenix-Mesa, AZBuild an Addition+10%

PacificRegionRoofing+22%

PacificRegionWindows+11%

Tampa-St. Petersburg-Clearwater, FLRemodel or Renovate One or More Rooms+24%

New York, NYRemodel a Basement+44%

Energy Efficiency Increases and Declines

National Northeast Upper South Deep South Midwest Great


Heating & Fur-nace Systems +17% +34% +37% +18% +17% -3% -7% +5% +11%

Air Conditioning +6% +4% +19% -4% -3% -3% -11% +31% +4%

Insulation +1% -2% +19% +22% +3% +9% 15% -1% -10%


10Q4 2010

PROjECT sPEnDing – ADDiTiOns & REmODEling

We survey remodelers each quarter to collect data on what homeowners are spending on Kitchen, Bathroom and Basement Remodeling as well as Home Additions. This quarter, 331 professionals responded to our quarterly survey, which was conducted in January 2011.

On average, how much are consumers spending on bathroom remodels?

On average, how much are consumers spending on additions?

On average, how much are consumers spending on basement remodels?

On average, how much are consumers spending on kitchen remodels?

0%

10%

20%

30%

40%

50%

60%

Up to $10K $10K - $20K $20K - $40K $40K - $75K Over $75K

0%5%

10%15%20%25%30%35%40%45%

Less than $5K

$5K - $10K $10K - $20K $20K - $40K Over $40K

0%5%

10%15%20%25%30%35%40%45%50%

Less than $5K $5K - $10K $10K - $20K Over $20K

0%

5%

10%

15%

20%

25%

30%

Less than $10K

$10K -$20K

$20K -$40K

$40K -$75K

$75K -$100K

Over $100K


11Q4 2010

New York, NY +12%

Rochester, NY +3%

Buffalo-Niagara Falls, NY

-1%

Philadelphia, PA-NJ

Pittsburgh, PA

+4%

+12%

REgiOnAl DATA

Boston, MA-NH +6%

Providence-Fall River-Warwick, RI-MA

+1%

Hartford, CT +5%

NORTHEASTNortheast Region Overall Service Request Activity Q4 2010 over Q4 2009: +7%(Q3 number: +2%)

In following with the national trend, homeowners in the Northeast submitted service requests for convenience and maintenance services. Homeowners using discretionary spending for Lawn & Garden care indexed higher than the national trend, up 38% (21.5% nationally), and was consistent with national trends for Cleaning & Maid Services, up 26% (25.7% nationally) and Handyman services, up 14% (16% nationally).

Bucking the national trend, increases in remodeling activity were seen in a few Northeast cities: New York, NY Basement Remodeling was up 44%, Philadelphia, PA Remodel or Renovate One or More Rooms was up 16% and Hartford, CT Kitchen Remodeling was up 14%.

Demographic Profile: Additions & Remodeling Requests •Ages45-64:53%•HHI$100,000-$249,999:48%•HomeValue$100,000-$199,999:30%•Homes51-100:50%•LengthofResidence,11-20years:33%•Homes1,000-1,499squarefeet:38%

MORE DETAILS AVAILABLE ON NATIONAL, REGIONAL, AND MARKET DEMOGRAPHIC AND SERVICE REQUEST DATA BY REQUEST


12Q4 2010

Top 10 Increases

Air Conditioning +70%Landscaping +46%Lawn & Garden Care +44%Pest Control +42%Heating & Furnace Systems +32%Architects & Engineers +19%Decks +18%Hot Tubs, Spas & Saunas +18%Drywall & Plaster +17%Handyman Services +14%

Top 10 DecreasesHome Inspection -28%Countertops -26%Gutters -22%Insulation -22%Cabinets -18%Roofing -18%Tile -16%Designers & Decorators -16%Garage & Garage Doors -13%Remodel a Basement -12%

Top 5 Increases

Snow Removal Service +77%Cleaning & Maid Services +52%Flooring & Carpet +10%

Heating & Furnace Systems +8%Remodel a Basement +7%

Top 7 DecreasesRemodel a Kitchen -45%Remodel a Bathroom -35%Roofing -31%Build an Addition -29%Windows -22%Fireplace & Wood Stoves -21%Plumbing -11%

Buffalo-Niagara Falls, NY43% of Snow Removal requests came from homeowners with •incomes of $0-$49,999

47% of homes requesting Flooring & Carpet had an estimated value •of $100,000-$199,999

69% of homeowners requesting Cleaning & Maid Services •were married

Boston, MA-NH41% of Air Conditioning requests came from homes between 51-100 •years old

67% of Lawn & Garden Care requests came from homeowners with •incomes of $100,000-$249,999

53% of Heating & Furnace Systems requests came from homeowners •aged 45-64 years

Additions & Remodeling, 5%

Systems & Equipment, 25%

Maintenance & Repair, 32%

Interior Projects, 20%

Exterior Projects, 17%

Moving & Real Estate, 2%








13Q4 2010

Rochester, NY56% of homes requesting Cleaning & Maid Services had an •estimated value of $100,000-$199,999

41%ofhomeownerswithRoofingrequestsweresingle•

59% of Flooring and Carpet requests came from homeowners aged •45-64 years

New York, NY56% of homes requesting Lawn & Garden Care had an estimated •value of $450,000+

37% of homeowners with Heating & Furnace Systems requests lived •in their homes 11-20 years

52% of Siding requests came from homeowners aged 45-64 years•

Top 2 Increases

Cleaning & Maid Services +42%Heating & Furnace Systems +1%

Top 6 DecreasesRemodel a Kitchen -36%Remodel a Bathroom -33%Build an Addition -26%Roofing -24%Flooring & Carpet -22%Remodel a Basement -8%













Top 10 Increases

Lawn & Garden Care +44%Remodel a Basement +44%Heating & Furnace Systems +43%Cleaning & Maid Services +38%Tree Service +35%Pest Control +24%Fences +20%Siding +16%Fireplace & Wood Stoves +16%Concrete +13%

Top 10 DecreasesCountertops -25%Remodel a Bathroom -25%Appliances -24%Foundations -24%Build an Addition -23%Add a Sunroom or Patio Enclosure -19%Remodel a Kitchen -19%Designers & Decorators -18%Window Coverings -14%Home Security Services -12%


14Q4 2010

Hartford, CT45% of homeowners with Lawn & Garden Care requests lived in •their homes 1-5 years

71% of homeowners requesting Electrical were married•

59% of Siding requests came from homeowners with incomes of •$100,000-$249,999

Pittsburgh, PA39% of Gutter requests came from homes between 1,000 and 1,499 •square feet

57%ofRoofingrequestscamefromhomeownersaged45-64years•

47% of homes Tile requests had an estimated value of •$100,000-$199,999

Top 10 Increases

Gutters +121%Pest Control +107%Roofing +100%Heating & Furnace Systems +48%Drywall & Plaster +45%Tile +42%Electrical +36%Architects & Engineers +32%Fences +30%Insulation +29%

Top 10 DecreasesAppliances -37%Remodel a Kitchen -32%Remodel a Basement -25%Remodel a Bathroom -23%Build an Addition -16%Flooring & Carpet -13%Concrete -9%Landscaping -8%Windows -6%

Audio/Visual & Computers -4%

Top 8 Increases

Lawn & Garden Care +40%Heating & Furnace Systems +33%Cleaning & Maid Services +26%Snow Removal Service +20%Remodel a Kitchen +14%Electrical +12%Handyman Services +5%Siding +5%

Top 10 DecreasesRemodel a Basement -44%Insulation -24%Fireplace & Wood Stoves -23%Painting -16%Roofing -14%Build an Addition -11%Appliances -11%Fences -11%Flooring & Carpet -9%Mold & Asbestos Services -2%










Interior Projects, 20%Exterior Projects, 24%



15Q4 2010

Philadelphia, PA-NJ50% of Cabinet requests came from homeowners with incomes of •$100,000-$249,999

37% of homeowners with Heating & Furnace Systems requests lived •in their homes 11-20 years

47% of Window requests came from homes between 51-100 •years old

Providence-Fall River-Warwick, RI-MA74% of homeowners requesting Garage & Garage Doors •were married

39% of Cleaning & Maid Services requests came from homes •between 1,000 and 1,499 square feet

47% of Electrical requests came from homeowners with incomes of •$100,000-$249,999

•

Top 10 Increases

Air Conditioning +47%Lawn & Garden Care +46%Heating & Furnace Systems +31%Appraiser +28%Insulation +22%Cleaning & Maid Services +19%Handyman Services +17%Doors +16%Electrical +14%Windows +13%

Top 10 DecreasesAdd a Sunroom or Patio Enclosure -51%Appliances -36%Build an Addition -35%Designers & Decorators -31%Paving -31%Countertops -28%Snow Removal Service -21%Remodel a Kitchen -20%Audio/Visual & Computers -19%Remodel a Bathroom -18%

Top 6 Increases

Lawn & Garden Care +20%Cleaning & Maid Services +17%Garage & Garage Doors +15%Snow Removal Service +14%Heating & Furnace Systems +12%Electrical +11%

Top 8 DecreasesRemodel a Kitchen -52%Remodel a Bathroom -32%Appliances -25%Remodel a Basement -13%Roofing -10%Fireplace & Wood Stoves -4%Flooring & Carpet -3%Windows -1%














16Q4 2010

REgiOnAl DATA

Memphis, TN-AR-MS -5%

Louisville, KY-IN -10%

Richmond, VA +2%

Norfolk-Virginia Beach-Newport News, VA-NC

-8%

Nashville, TN +4%

Washington, DC-MD-VA-WV

+14%

Charlotte-Gastonia-Rock Hill, NC-SC

-1%

UPPER SOUTH Upper South Region Overall Service Request Activity Q4 2010 over Q4 2009: +3%(Q3 number: +10%)

The Upper South followed national trends with gains in convenience and maintenance services and declines in remodeling activity. Lawn & Garden Care requests were up 27%, Cleaning & Maid Service requests were up 24%, and Handyman Services were up 21%.

Homeowners in this region of the country also focused on energy efficiency with larger gains in Heating & Furnace Systems, up 37%, Air Conditioning up 19%, and Insulation up 19%.

Demographic Profile: Insulation Requests •Ages45-64:53%•HouseholdIncomesof$100,000-$249,999:57%•Homesvalued$300,000-$449,999:27%•Homes31-50yearsold:31%•Lengthofresidence,1-5years:40%•Homes1,000-1,499:23%



17Q4 2010

Charlotte-Gastonia-Rock Hill, NC-SC47% of homeowners with Lawn & Garden Care requests lived in •their homes 1-5 years

38% of Pest Control requests came from homes between 11-20 •years old

61% of homes requesting Handyman Services were married•

Baltimore, MD41% of Audio/Visual & Computers requests came from homeowners aged •45-64 years

54% of homes requesting Air Conditioning were single•

42% of Windows requests came from homeowners with incomes of •$100,000-$249,999

Top 10 Increases

Gutters +78%Heating & Furnace Systems +60%Audio/Visual & Computers +44%Siding +42%Air Conditioning +41%Mold & Asbestos Services +36%Windows +35%Brick & Stone +32%Fireplace & Wood Stoves +26%Drywall & Plaster +20%

Top 10 DecreasesRemodel a Bathroom -25%Build an Addition -18%Tile -18%Foundations -17%Fences -16%Cabinets -14%Countertops -11%Appliances -11%

Decks -10%

Painting -6%

Top 10 Increases

Lawn & Garden Care +62%Heating & Furnace Systems +33%Pest Control +31%Windows +17%Handyman Services +15%Fireplace & Wood Stoves +9%Siding +7%Carpenters +5%Electrical +3%Concrete +1%

Top 10 DecreasesRoofing -48%Remodel a Kitchen -47%Build an Addition -45%Remodel a Bathroom -40%Flooring & Carpet -17%Tile -12%Landscaping -11%Plumbing -8%

Architects & Engineers -6%

Cleaning & Maid Services -5%














18Q4 2010

Memphis, TN-AR-MS57% of Painting requests came from homeowners with incomes of •$100,000-$249,999

61% of homes requesting Plumbing were married•

60% of Heating & Furnace Systems requests came from •homeowners aged 45-64 years

Louisville, KY-IN48% of Cleaning & Maid Services requests came from homes •between 31-50 years old

49% of homeowners with Insulation requests lived in their homes •1-5 years

57% of homes requesting Heating & Furnace Systems had an •estimated value of $100,000-$199,999

Top 3 Increases

Cleaning & Maid Services +24%Insulation +12%Heating & Furnace Systems +2%

Top 7 DecreasesRemodel a Kitchen -52%Remodel a Basement -47%Remodel a Bathroom -35%Windows -25%Flooring & Carpet -21%Plumbing -18%Fireplace & Wood Stoves -4%

Top 6 Increases

Electrical +26%Painting +16%Garage & Garage Doors +15%Cleaning & Maid Services +14%Plumbing +8%Heating & Furnace Systems +1%

Top 8 DecreasesRemodel a Kitchen -58%Remodel a Bathroom -51%Roofing -39%Windows -24%Fireplace & Wood Stoves -22%Flooring & Carpet -19%Build an Addition -13%Carpet & Upholstery Cleaning -12%












19Q4 2010

Nashville, TN51% of homes requesting Handyman Services had an estimated •value of $100,000-$199,999

73% of homes requesting Landscaping were married•

51% of homeowners with Electrical requests lived in their homes •1-5 years

Norfolk-Virginia Beach-Newport News, VA-NC77% of homes requesting Fireplace & Wood Stoves were married•

50% of Cabinets requests came from homeowners aged •45-64 years

44% of homeowners with Electrical requests lived in their homes •1-5 years

Top 10 Increases

Handyman Services +40%Landscaping +34%Audio/Visual & Computers +32%Heating & Furnace Systems +29%Architects & Engineers +21%Garage & Garage Doors +20%Fireplace & Wood Stoves +19%Windows +15%Painting +11%Electrical +5%

Top 9 DecreasesRoofing -46%Remodel a Bathroom -28%Remodel a Kitchen -21%Appliances -21%Build an Addition -20%Mold & Asbestos Services -15%Concrete -14%Flooring & Carpet -10%

Carpet & Upholstery Cleaning -8%

Top 10 Increases

Heating & Furnace Systems +33%Lawn & Garden Care +29%Handyman Services +21%Pest Control +15%Fireplace & Wood Stoves +11%Insulation +8%Cabinets +3%Garage & Garage Doors +2%Doors +2%Concrete +1%

Top 10 DecreasesSiding -46%Roofing -41%Flooring & Carpet -31%Remodel a Bathroom -28%Remodel a Kitchen -28%Build an Addition -28%Appliances -26%Fences -23%

Drywall & Plaster -15%

Painting -15%













20Q4 2010

Washington, DC-MD-VA-WV62% of Siding requests came from homeowners with incomes of •$100,000-$249,999

43% of homeowners with Door requests lived in their homes •1-5 years

34% of Insulation requests came from homes between 31-50 •years old

Richmond-Petersburg, VA45% of homes requesting Heating & Furnace Systems had an •estimated value of $100,000-$199,999

37% of homeowners with Painting requests lived in their homes 11-•20 years


Top 6 Increases

Heating & Furnace Systems +62%Painting +35%Lawn & Garden Care +31%Electrical +17%Siding +6%Cleaning & Maid Services +5%

Top 10 DecreasesRemodel a Bathroom -47%Build an Addition -41%Appliances -28%Carpet & Upholstery Cleaning -24%Roofing -18%Remodel a Kitchen -18%Flooring & Carpet -12%Plumbing -9%

Fireplace & Wood Stoves -4%

Fences -2%

Top 10 Increases

Windows +69%Siding +61%Heating & Furnace Systems +52%Fireplace & Wood Stoves +48%Gutters +48%Doors +44%Drywall & Plaster +43%Air Conditioning +43%Insulation +36%Landscaping +33%

Top 10 DecreasesCountertops -28%Remodel a Bathroom -25%Swimming Pools -13%Foundations -10%Remodel a Kitchen -8%Cabinets -5%Remodel a Basement -3%Build an Addition -2%

Flooring & Carpet -2%

Add a Sunroom or Patio Enclosure -2%














21Q4 2010

REgiOnAl DATA

Birmingham, AL -14%

Atlanta, GA -20%

Jacksonville, FL +15%

Tampa - St. Petersburg- Clearwater, FL

+9%

Orlando, FL +4%

Miami, FL -3%

DEEP SOUTH Deep South Region Overall Service Request Activity Q4 2010 over Q4 2009: -7%(Q3 number: +1%)

The Deep South saw much larger declines in Roofing (-51%) compared to nationally (-13.3%) and Siding (-35%) compared to nationally (-15.3%).

In line with national trends, convenience services showed gains in Cleaning & Maid Services, up 31%, Lawn & Garden Care up 14% and Handyman Services up 8%. Energy efficiency also showed significant increases, with Insulation up 22% and Heating & Furnace Systems up 18%.

Demographic Profile: Insulation Requests•Age45-64:53%•HHI$100,000-$249,999:46%•Homesvalued$100,000-$199,999:48%•Homes31-50yearsold:28%•Lengthofresidence,1-5years:32%•Homes2,500-3,499squarefeet:28%


New Orleans, LA -10%


22Q4 2010

Atlanta, GA 42% of homeowners with Insulation requests lived in their homes •1-5 years

65% of homes requesting Septic Tanks & Wells had an estimated •value of $100,000-$199,999

43% of Appraiser requests came from homeowners with incomes of •$100,000-$249,999

Top 10 Increases

Insulation +42%Heating & Furnace Systems +33%Hot Tubs, Spas & Saunas +26%Air Conditioning +22%Rental Services +16%Septic Tanks & Wells +10%Audio/Visual & Computers +9%Window Coverings +6%Cleaning & Maid Services +3%Appraiser +3%

Top 10 DecreasesFoundations -87%Roofing -78%Gutters -59%Remodel a Basement -47%Add a Sunroom or Patio Enclosure -46%Drywall & Plaster -45%Siding -42%Remodel a Kitchen -37%Flooring & Carpet -36%Concrete -36%

Birmingham, AL 72% of homeowners requesting Cleaning & Maid Services were married•

48% of Plumbing requests came from homeowners aged 45-64 years•

47%ofhomesrequestingRoofinghadanestimatedvalueof •$100,000-$199,999












Top 2 Increases

Cleaning & Maid Services +25%Plumbing +9%

Top 8 DecreasesRoofing -56%Remodel a Bathroom -49%Build an Addition -40%Remodel a Kitchen -40%Fences -16%Flooring & Carpet -13%Windows -10%Heating & Furnace Systems -1%


23Q4 2010

Jacksonville, FL 40% of homeowners with Heating & Furnace Systems requests lived •in their homes 11-20 years


70% of homeowners requesting Lawn & Garden Services •were married

Miami, FL49% of homeowners with Pest Control requests lived in their homes •11-20 years

53% of Landscaping requests came from homeowners aged •45-64 years

57% of homeowners requesting Cabinets were single•

Top 9 Increases

Heating & Furnace Systems +54%Windows +46%Cleaning & Maid Services +45%Lawn & Garden Care +39%Electrical +38%Fireplace & Wood Stoves +17%Air Conditioning +7%Handyman Services +5%Audio/Visual & Computers +3%

Top 10 DecreasesRemodel a Bathroom -51%Appliances -45%Roofing -38%Remodel a Kitchen -30%Fences -28%Plumbing -15%Painting -13%Concrete -12%Build an Addition -9%Carpet & Upholstery Cleaning -3%

Top 7 Increases

Cleaning & Maid Services +47%Pest Control +30%Lawn & Garden Care +21%Doors +15%Landscaping +12%Handyman Services +4%Cabinets +3%

Top 10 DecreasesRemodel a Bathroom -37%Swimming Pools -26%Build an Addition -26%Remodel a Kitchen -25%Air Conditioning -23%Tile -22%Concrete -21%Flooring & Carpet -15%

Fences -14%

Plumbing -12%


Systems & Equipment, 18% Maintenance & Repair,

25%










24Q4 2010

Tampa-St. Petersburg-Clearwater, FL74% of homeowners requesting Insulation were married•

44% of homes requesting Carpenters had an estimated value of •$100,000-$199,999

38% of homeowners with Fireplace & Wood Stoves requests lived in •their homes 6-10 years

Orlando, FL43% of homeowners with Fireplace & Wood Stoves requests lived in •their homes 11-20 years

67% of homes requesting Windows had an estimated value of •$100,000-$199,999

54% of Architects & Engineers requests came from homeowners •aged 45-64 years

Top 10 Increases

Heating & Furnace Systems +44%Fireplace & Wood Stoves +40%Doors +39%Windows +39%Insulation +35%Septic Tanks & Wells +29%Tree Service +20%Electrical +17%Architects & Engineers +13%Fences +13%

Top 10 DecreasesAdd a Sunroom or Patio Enclosure -42%Remodel a Kitchen -34%Remodel a Bathroom -30%Tile -30%Roofing -22%Plumbing -15%Cabinets -10%Build an Addition -9%Swimming Pools -6%Flooring & Carpet -4%

Top 10 Increases

Insulation +45%Windows +35%Carpenters +32%Heating & Furnace Systems +29%Fences +28%Doors +27%Handyman Services +22%Fireplace & Wood Stoves +20%Landscaping +13%Electrical +9%

Top 10 DecreasesAdd a Sunroom or Patio Enclosure -30%Build an Addition -28%Remodel a Kitchen -28%Siding -21%Roofing -20%Air Conditioning -19%Additions & Remodeling -18%Flooring & Carpet -11%

Tile -10%

Countertops -8%













25Q4 2010

New Orleans, LA51% of Fences requests came from homeowners with incomes of •$0-$49,999

40% of Cleaning & Maid Services requests came from homes •between 2,000 and 2,499 square feet

58% of Additions & Remodel requests came from homeowners aged •31-50 years

Top 4 Increases

Fences +18%Cleaning & Maid Services +14%Remodel a Bathroom +9%Carpet & Upholstery Cleaning +1%

Top 6 DecreasesRemodel a Kitchen -46%Windows -43%Build an Addition -31%Flooring & Carpet -22%Concrete -17%Plumbing -2%







26Q4 2010

Detroit, MI +7%

Indianapolis, IN

Cleveland-Lorain-Elyria, OH

+4

+11%

REgiOnAl DATA

Minneapolis-St. Paul, MN-WI

+22%

Milwaukee- Waukesha, WI

+5%

Chicago, IL +5%

Cincinnati, OH-KY-IN

-2%

Columbus, OH +11%

MIDWESTMidwest Region Overall Service Request Activity Q4 2010 over Q4 2009: +7%(Q3 number: -+7%)

The Midwest demonstrated a few different trends than national and other regional data showed. Architects & Engineer requests showed the strongest gains in the Midwest, 20%, as did Fences, up 19% and Landscaping, up 17%. Indianapolis showed gains in Basement Remodeling, up 12%.

In line with national trends, convenience services showed gains in Handyman Services up 34%, Cleaning & Maid Services, up 32%, and Lawn & Garden Care up 12%.

Demographic Profile: Architect & Engineer requests •Ages45-64:48%•HHI$100,000-$249,999:46%•Homesvalued$100,000-$199,999:41%•Homes51-100yearsold:34%•Lengthofresidence,11-20years:29%•Homes1,000-1,499:22%



27Q4 2010

Chicago, IL40% of Air Conditioning requests came from homeowners with •incomes of $100,000-$249,999

61% of Appraiser requests came from homeowners aged •45-64 years

45% of Mold & Asbestos Services requests came from homes •between 51-100 years old

Cincinnati, OH-KY-IN56% of homes requesting Insulation had an estimated value of •$100,000-$199,999

81% of homeowners requesting Garage & Garage Doors •were married

41% of Concrete requests came from homes between 2,500 and •3,499 square feet

Top 10 Increases

Air Conditioning +73%Appraiser +55%Fences +45%Handyman Services +41%Landscaping +35%Hot Tubs, Spas & Saunas +32%Pest Control +27%Cleaning & Maid Services +24%Heating & Furnace Systems +22%Mold & Asbestos Services +18%

Top 10 DecreasesAdd a Sunroom or Patio Enclosure -34%Remodel a Bathroom -32%Remodel a Kitchen -29%Appliances -27%Foundations -25%Build an Addition -23%Countertops -22%Brick & Stone -20%Designers & Decorators -20%Tile -17%

Top 10 Increases

Insulation +24%Heating & Furnace Systems +22%Garage & Garage Doors +15%Cleaning & Maid Services +11%Concrete +10%Lawn & Garden Care +8%Fences +6%Audio/Visual & Computers +4%Windows +4%Handyman Services +1%

Top 10 DecreasesAppliances -56%Remodel a Kitchen -41%Build an Addition -40%Remodel a Bathroom -26%Roofing -16%Painting -14%Fireplace & Wood Stoves -14%Remodel a Basement -14%Plumbing -8%Flooring & Carpet -8%














28Q4 2010

Cleveland-Lorain-Elyria, OH56% of Mold & Asbestos Services requests came from homeowners •aged 45-64 years


54% of homes requesting Cleaning & Maid Services had an •estimated value of $100,000-$199,999

Columbus, OH56% of homes requesting Handyman Services had an estimated •value of $100,000-$199,999


40% of homeowners with Painting requests lived in their homes •6-10 years

Top 10 Increases

Mold & Asbestos Services +89%Handyman Services +34%Cleaning & Maid Services +33%Heating & Furnace Systems +24%Lawn & Garden Care +22%Fireplace & Wood Stoves +18%Audio/Visual & Computers +16%Insulation +13%Windows +9%Roofing +8%

Top 10 DecreasesRemodel a Bathroom -27%Appliances -25%Build an Addition -23%Carpet & Upholstery Cleaning -22%Garage & Garage Doors -19%Siding -13%Remodel a Kitchen -12%Flooring & Carpet -10%Remodel a Basement -8%Landscaping -7%

Top 10 Increases

Handyman Services +56%Heating & Furnace Systems +48%Mold & Asbestos Services +33%Electrical +32%Plumbing +31%Lawn & Garden Care +24%Landscaping +24%Insulation +23%Painting +10%Drywall & Plaster +10%

Top 10 DecreasesAppliances -52%Audio/Visual & Computers -32%Build an Addition -31%Remodel a Kitchen -29%Remodel a Basement -28%Roofing -27%Remodel a Bathroom -24%Flooring & Carpet -14%Siding -10%Fireplace & Wood Stoves -8%














29Q4 2010

Indianapolis, IN57% of homes requesting Handyman Services had an estimated •value of $100,000-$199,999

77% of homeowners requesting Landscaping were married•

61% of Audio/Visual & Computers requests came from homeowners •with incomes of $100,000-$249,999

Detroit, MI59% of Architects & Engineers requests came from homeowners •with incomes of $100,000-$249,999

74% of homeowners requesting Lawn & Garden Care were married•

45% of homeowners with Audio/Visual & Computers requests lived •in their homes 6-10 years

Top 10 Increases

Architects & Engineers +45%Doors +42%Lawn & Garden Care +39%Handyman Services +38%Landscaping +28%Audio/Visual & Computers +26%Electrical +23%Cleaning & Maid Services +22%Tile +17%Plumbing +15%

Top 10 DecreasesRemodel a Kitchen -27%Remodel a Bathroom -26%Hot Tubs, Spas & Saunas -19%Roofing -19%Remodel a Basement -17%Countertops -16%Siding -15%Gutters -15%Add a Sunroom or Patio Enclosure -15%Cabinets -13%

Top 10 Increases

Handyman Services +32%Landscaping +29%Insulation +27%Heating & Furnace Systems +27%Concrete +22%Audio/Visual & Computers +19%Lawn & Garden Care +13%Remodel a Basement +12%Fireplace & Wood Stoves +9%Electrical +6%

Top 10 DecreasesRemodel a Kitchen -40%Roofing -36%Remodel a Bathroom -32%Appliances -29%Carpet & Upholstery Cleaning -24%Windows -16%Siding -13%Painting -12%Build an Addition -11%Garage & Garage Doors -7%














30Q4 2010

Top 6 Increases

Cleaning & Maid Services +48%Windows +47%Roofing +39%Handyman Services +19%Electrical +16%Heating & Furnace Systems +14%

Top 10 DecreasesRemodel a Kitchen -43%Remodel a Bathroom -31%Flooring & Carpet -20%Remodel a Basement -17%Snow Removal Service -15%Fireplace & Wood Stoves -12%Painting -8%Insulation -5%Garage & Garage Doors -3%Build an Addition -3%

Milwaukee-Waukesha, WI47% of Windows requests came from homes between 1,000 and •1,499 square feet

44%ofRoofingrequestscamefromhomesbetween51-100 •years old

61% of homeowners requesting Heating & Furnace Systems •were married

Minneapolis-St. Paul, MN-WI47% of Fences requests came from homeowners aged 45-64 years•

56% of Insulation requests came from homeowners with incomes of •$100,000-$249,999

40%ofRoofingrequestscamefromhomesbetween1,000and•1,499 square feet

Top 10 Increases

Fences +101%Roofing +58%Insulation +36%Garage & Garage Doors +36%Drywall & Plaster +29%Mold & Asbestos Services +27%Handyman Services +23%Heating & Furnace Systems +23%Fireplace & Wood Stoves +20%Countertops +13%

Top 10 DecreasesAppliances -26%Remodel a Bathroom -23%Cabinets -20%Remodel a Basement -19%Remodel a Kitchen -18%Hot Tubs, Spas & Saunas -16%Windows -15%Lawn & Garden Care -11%Concrete -9%Painting -6%














31Q4 2010

REgiOnAl DATA

St. Louis, MO-IL -8%

Kansas City, MO-KS +4%

GREAT PlAINS Great Plains Region Overall Service Request Activity Q4 2010 over Q4 2009: -6%(Q3 number: +2%)

Similar to the Midwest, Landscaping requests increased by 14% and Architect & Engineer requests were up 8%. Maintenance requests for Pest Control were up dramatically, 77% compared to 30.5% nationally.

In line with national trends, convenience services showed gains in Cleaning & Maid Services, up 22%, Handyman Services up 15%, and Lawn & Garden Care up 12%.

Demographic Profile: Landscaping Requests•Age45-64:54%•HHI$100,000-$249,999:60%•Homevalued$100,000-$199,999:36%•Homes11-20yearsold:29%•Lengthofresidence,1-5years:42%•Homes2,500-3,499squarefeet:28%



32Q4 2010

Kansas City, MO-KS53% of homes requesting Windows had an estimated value of •$100,000-$199,999

45% of homeowners with Doors requests lived in their homes •1-5 years

55% of Concrete requests came from homeowners with incomes of •$100,000-$249,999

St. Louis, MO-IL48% of homes requesting Tree Service had an estimated value of •$100,000-$199,999


78% of homeowners requesting Landscaping were married•

Top 10 Increases

Pest Control +64%Tree Service +34%Windows +23%Heating & Furnace Systems +19%Landscaping +17%Lawn & Garden Care +13%Electrical +12%Cleaning & Maid Services +10%Mold & Asbestos Services +6%Air Conditioning +2%

Top 10 DecreasesRemodel a Kitchen -44%Appliances -40%Roofing -37%Fireplace & Wood Stoves -36%Remodel a Bathroom -35%Build an Addition -32%Remodel a Basement -31%Cabinets -23%Plumbing -19%

Drywall & Plaster -15%

Top 10 Increases

Windows +46%Handyman Services +37%Doors +33%Heating & Furnace Systems +32%Insulation +29%Lawn & Garden Care +26%Concrete +26%Landscaping +25%Audio/Visual & Computers +17%Gutters +15%

Top 10 DecreasesBuild an Addition -45%Remodel a Kitchen -40%Appliances -33%Remodel a Bathroom -29%Cabinets -17%Siding -15%Carpet & Upholstery Cleaning -14%Remodel a Basement -11%Garage & Garage Doors -9%

Tile -6%












33Q4 2010

Salt Lake City-Ogden, UT 0%

REgiOnAl DATA

MOUNTAINMountain Region Overall Service Request Activity Q4 2010 over Q4 2009: +3%(Q3 number: -4%)

Fences showed stronger gains in the Mountain region, up 11% compared with a national increase of just 2.9%. Brick & Stone requests were up 18% compared to a decline nationally of 8.6%. Landscaping also showed a double digit increase of 10%, compared to just a 1.7% increase nationally.

Energy efficiency requests for insulation were up 15% compared to a flat 0.3% nationally. Homeowners were also looking to stay warm with Hot Tub, Spas & Saunas requests up 10% compared to 1.8% nationally.

Demographic Profile: Fence Services•Ages45-64:50%•HHI$100,000-$249,999:44%•Homesvalued$200,000-$299,999:38%•Homes31-50yearsold:33%•Lengthofresidence,1-5years:37%•Homes2,500-3,499squarefeet:27%


Las Vegas, NV-AZ

Denver, CO

-3%

+5%


34Q4 2010

Denver, CO51% of Landscaping requests came from homeowners with incomes •of $100,000-$249,999

73% of homeowners requesting Hot Tubs, Spas & Saunas •were married

52% of Air Conditioning requests came from homeowners aged 30-•44 years

Las Vegas, NV-AZ52% of Electrical requests came from homeowners with incomes of •$100,000-$249,999

59% of homes requesting Handyman Services had an estimated •value of $100,000-$199,999

52% of Plumbing requests came from homeowners aged •45-64 years









29%




Top 8 Increases

Electrical +47%Pest Control +34%Handyman Services +26%Cleaning & Maid Services +25%Rental Services +16%Plumbing +1%Audio/Visual & Computers +1%Doors +1%

Top 10 DecreasesRemodel a Kitchen -54%Build an Addition -36%Landscaping -33%Painting -32%Fireplace & Wood Stoves -32%Remodel a Bathroom -32%Cabinets -28%Heating & Furnace Systems -23%Swimming Pools -22%

Tile -21%

Top 10 Increases

Landscaping +63%Fences +59%Lawn & Garden Care +49%Brick & Stone +44%Hot Tubs, Spas & Saunas +36%Insulation +26%Air Conditioning +24%Handyman Services +16%Windows +12%Concrete +12%

Top 10 DecreasesRoofing -53%Gutters -37%Window Coverings -32%Drywall & Plaster -15%Painting -14%Countertops -14%Siding -14%Appliances -14%Remodel a Kitchen -9%

Remodel a Basement -9%


35Q4 2010

Salt Lake City-Ogden, UT53% of homeowners with Lawn & Garden Care requests lived in •their homes 1-5 years

80% of homeowners requesting Carpet & Upholstery Cleaning •were married

55%ofRoofingrequestscamefromhomeownerswithincomesof•$50,000-$99,999






Top 10 Increases

Lawn & Garden Care +33%Concrete +26%Carpet & Upholstery Cleaning +25%Landscaping +25%Audio/Visual & Computers +17%Cleaning & Maid Services +16%Gutters +15%Fireplace & Wood Stoves +6%Roofing +5%Flooring & Carpet +5%

Top 9 DecreasesRemodel a Basement -43%Appliances -28%Remodel a Bathroom -22%Insulation -18%Plumbing -15%Windows -13%Heating & Furnace Systems -8%Concrete -6%Landscaping -2%

Tile -6%


36Q4 2010

REgiOnAl DATA

Phoenix-Mesa, AZ +22%

Dallas, TX -1%

Austin-San Marcos, TX

Houston, TX

-8%

-1%

Oklahoma City, OK -8%

San Antonio, TX -4%

SOUTHWESTSouthwest Region Overall Service Request Activity Q4 2010 over Q4 2009: +1%(Q3 number: -1%) The top increase in requests for the Southwest region was for Skylights up a whopping 60% compared to a national decline of 3.2%. Hot Tubs, Spas & Saunas were up 18% compared to 1.8% nationally. Fence requests also showed gains similar to the Mountain region, up 12% compared with a national increase of just 2.9%

Phoenix is one of the few cities with increases in remodeling activity. Build an Addition requests were up 10%, compared to a national decline of -28%.

Demographic Profile: Build an Addition Requests•Ages45-64:47%•HHI$100,000-$249,999:38%•Homesvalued$100,000-$199,999:47%•Homes11-20yearsold:30%•Lengthofresidence,1-5years:50%•Homes2,500-3,499:29%



37Q4 2010

Austin-San Marcos, TX42% of homeowners with Pest Control requests lived in their homes •1-5 years

47% of Air Conditioning requests came from homes between 11-20 •years old


Dallas, TX78% of homeowners requesting Hot Tubs, Spas & Saunas •were married

48% of homes requesting Air Conditioning had an estimated value of •$100,000-$199,999

43% of Tree Service requests came from homes between 11-20 •years old

Top 10 Increases

Hot Tubs, Spas & Saunas +50%Air Conditioning +40%Handyman Services +35%Doors +27%Cleaning & Maid Services +20%Tree Service +19%Tile +18%Lawn & Garden Care +17%Glass & Mirrors +16%Septic Tanks & Wells +16%

Top 10 DecreasesBuild an Addition -51%Roofing -42%Remodel a Bathroom -35%Remodel a Kitchen -33%Add a Sunroom or Patio Enclosure -31%Gutters -28%Designers & Decorators -27%Siding -25%Cabinets -19%Appliances -18%









29%















Top 10 Increases

Pest Control +50%Air Conditioning +30%Cleaning & Maid Services +21%Handyman Services +14%Electrical +14%Windows +13%Painting +11%Doors +9%Tile +8%Fences +5%

Top 10 DecreasesRoofing -57%Appliances -36%Remodel a Kitchen -34%Remodel a Bathroom -30%Concrete -27%Fireplace & Wood Stoves -16%Landscaping -12%Heating & Furnace Systems -10%Drywall & Plaster -5%Plumbing -5%


38Q4 2010






Houston, TX50% of homeowners with Moving requests lived in their homes •1-5 years

45% of homes requesting Heating & Furnace Systems had an •estimated value of $100,000-$199,999

85% of homeowners requesting Audio/Visual & Computers •were married

San Antonio, TX48% of homes requesting Heating & Furnace Systems had an •estimated value of $100,000-$199,999

70% of homeowners requesting Cleaning & Maid Services were •married

50% of homeowners with Fences requests lived in their homes •1-5 years






Top 10 Increases

Heating & Furnace Systems +34%Cleaning & Maid Services +34%Windows +28%Fences +24%Electrical +23%Audio/Visual & Computers +20%Pest Control +18%Handyman Services +17%Air Conditioning +12%Glass & Mirrors +1%

Top 10 DecreasesRemodel a Bathroom -45%Build an Addition -39%Remodel a Kitchen -36%Flooring & Carpet -27%Roofing -27%Plumbing -26%Fireplace & Wood Stoves -21%Appliances -20%Tile -20%Concrete -16%

Top 10 Increases

Air Conditioning +42%Moving +36%Heating & Furnace Systems +35%Doors +27%Electrical +18%Audio/Visual & Computers +14%Architects & Engineers +13%Handyman Services +8%Windows +4%Landscaping +4%

Top 10 DecreasesBuild an Addition -48%Gutters -47%Decks -38%Roofing -37%Remodel a Bathroom -36%Countertops -29%Fireplace & Wood Stoves -28%Add a Sunroom or Patio Enclosure -27%Remodel a Kitchen -26%Cabinets -19%


39Q4 2010

Oklahoma City, OK49% of homeowners with Plumbing requests lived in their homes •1-5 years

44% of Garage & Garage Doors requests came from homeowners •with incomes of $100,000-$249,999

62% of homes requesting Cleaning & Maid Services had an •estimated value of $100,000-$199,999

Phoenix-Mesa, AZ61% of homes requesting Windows had an estimated value of •$100,000-$199,999

47% of Fireplace & Wood Stoves requests came from homes •between 11-20 years old

55% of homeowners with Plumbing requests lived in their homes •1-5 years












Top 10 Increases

Windows +101%Fireplace & Wood Stoves +44%Handyman Services +42%Drywall & Plaster +42%Fences +34%Hot Tubs, Spas & Saunas +33%Lawn & Garden Care +26%Septic Tanks & Wells +24%Carpenters +23%Electrical +19%

Top 10 DecreasesRemodel a Bathroom -46%Remodel a Kitchen -36%Appliances -28%Landscaping -18%Garage & Garage Doors -17%Add a Sunroom or Patio Enclosure -15%Countertops -15%Flooring & Carpet -7%Cabinets -5%Tile -4%

Top 4 Increases

Electrical +41%Plumbing +31%Garage & Garage Doors +28%Cleaning & Maid Services +25%

Top 7 DecreasesRemodel a Bathroom -58%Build an Addition -42%Remodel a Kitchen -24%Appliances -23%Flooring & Carpet -18%Carpet & Upholstery Cleaning -14%Heating & Furnace Systems -7%


40Q4 2010

Los Angeles- Long Beach, CA

+4%

Riverside-San Bernardino

San Diego, CA

+15%

+1%

Seattle-Bellevue-Everett, WA

0%

Portland-Vancouver, OR-WA

-2%

Sacramento, CA

+1%

San Francisco, CA

-8%

San Jose, CA -11%

REgiOnAl DATA

PACIFICPacific Region Overall Service Request Activity Q4 2010 over Q4 2009: +3%(Q3 number: -3%)

Colder weather had snow removal requests up 68% in the Pacific region compared to a 20% increase nationally, and even beating out the increases for the Northeast region at 59%. Roofing showed impressive gains with a 22% increase compared with a national decline of -13.3%.

Energy Efficiency was not a big priority for the Pacific region this quarter, with Insulation requests down 10% compared to a flat 0.3% increase nationally.

Demographic Profile: Roofing Requests •Ages45-64:55%•HHI$100,000-$249,999:54%•HomeValue$450,000+:34%•Homes51-100:31%•LengthofResidence,11-20years:4%•Homes1,500-1,999squarefeet:26%



41Q4 2010

Los Angeles-Long Beach, CA56% of Windows requests came from homes between 51-100 •years old

50%homesrequestingRoofinghadanestimatedvalueof•$450,000+

51% of homeowners requesting Tree Service were single•

Riverside-San Bernardino, CA42% of homeowners with Gutters requests lived in their homes •1-5 years

55%ofRoofingrequestscamefromhomeownersaged45-64years•

48% of Cleaning & Maid Services requests came from homeowners •with incomes of $100,000-$249,999

Top 10 Increases

Gutters +84%Roofing +79%Pest Control +65%Audio/Visual & Computers +49%Cleaning & Maid Services +47%Handyman Services +34%Doors +34%Electrical +33%Drywall & Plaster +29%Windows +28%

Top 10 DecreasesAppliances -32%Remodel a Bathroom -29%Garage & Garage Doors -26%Remodel a Kitchen -22%Cabinets -18%Build an Addition -17%Add a Sunroom or Patio Enclosure -14%Tile -11%Concrete -9%Countertops -9%

Top 10 Increases

Windows +42%Mold & Asbestos Services +32%Air Conditioning +28%Roofing +27%Heating & Furnace Systems +25%Handyman Services +17%Ceilings +16%Tree Service +15%Electrical +11%Drywall & Plaster +11%

Top 10 DecreasesGarage & Garage Doors -38%Remodel a Kitchen -36%Swimming Pools -30%Add a Sunroom or Patio Enclosure -30%Foundations -30%Home Inspection -30%Hot Tubs, Spas & Saunas -28%Brick & Stone -27%Cabinets -23%Additions & Remodeling -19%













42Q4 2010

Sacramento, CA50% of G• utters requests came from homeowners with incomes of $100,000-$249,999

76% of homeowners requesting Fireplace & Wood Stoves •were married

41%ofhomeownerswithRoofingrequestslivedintheirhomes •11-20 years

San Diego, CA63% of Roo• fingrequestscamefromhomeownersaged45-64years

46% of Gutters requests came from homes between 31-50 years old•

44% of homeowners requesting Lawn & Garden Care were single•

Top 10 Increases

Roofing +56%Heating & Furnace Systems +49%Gutters +30%Handyman Services +17%Windows +13%Mold & Asbestos Services +12%Lawn & Garden Care +7%Electrical +7%Plumbing +5%Tile +3%

Top 10 DecreasesBuild an Addition -42%Garage & Garage Doors -40%Remodel a Bathroom -39%Painting -30%Appliances -25%Remodel a Kitchen -25%Countertops -23%Carpenters -22%Landscaping -20%Cabinets -20%

Top 10 Increases

Audio/Visual & Computers +42%Gutters +40%Cleaning & Maid Services +35%Handyman Services +30%Fireplace & Wood Stoves +28%Lawn & Garden Care +26%Pest Control +25%Roofing +14%Doors +5%Heating & Furnace Systems +5%

Top 10 DecreasesAppliances -42%Remodel a Bathroom -36%Garage & Garage Doors -35%Additions & Remodeling -29%Tree Service -29%Fences -24%Carpet & Upholstery Cleaning -22%Remodel a Kitchen -21%Painting -14%Landscaping -10%









26%





43Q4 2010

San Francisco, CA95% of homes r• equesting Audio/Visual & Computers had an estimated value of $450,000+

49% of Pest Control requests came from homes between 51-100 •years old

57% of homeowners• requesting Handyman Services were single

San Jose, CA90% of homes requesting Insulation had an estimated value •of $450,000+

64% of Heating & Furnace Systems requests came from •homeowners with incomes of $100,000-$249,999

54% of Mold & Asbestos Services requests came from homes •between 31-50 years old

Top 4 Increases

Insulation +18%Pest Control +12%Heating & Furnace Systems +10%Mold & Asbestos Services +10%

Top 10 DecreasesRemodel a Bathroom -38%Carpet & Upholstery Cleaning -34%Windows -33%Roofing -28%Remodel a Kitchen -28%Appliances -28%Build an Addition -28%Plumbing -23%Painting -23%Architects & Engineers -22%

Top 6 Increases

Audio/Visual & Computers +34%Mold & Asbestos Services+ +30%Pest Control +25%Cleaning & Maid Services +9%Handyman Services +8%Heating & Furnace Systems +2%

Top 10 DecreasesAppliances -45%Remodel a Bathroom -39%Painting -30%Fireplace & Wood Stoves -22%Roofing -21%Remodel a Kitchen -18%Plumbing -17%Insulation -14%Windows -10%Landscaping -10%












44Q4 2010

Portland-Vancouver, OR-WA91% o• f homes requesting Windows had an estimated value of $450,000+

73% of Garage & Garage Doors requests came from homeowners •with incomes of $100,000-$249,999

36%ofRoofingrequestscamefromhomesbetween1,000-1,499•square feet

Seattle-Bellevue-Everett, WA41% of Lawn & Garden Care requests came from homes between •2,500-3,499 square feet

60% of Windows requests came from homeowners aged 45-64 years•

45% of Foundation requests came from homes between 51-100 years old•

Top 10 Increases

Lawn & Garden Care +40%Windows +34%Handyman Services +33%Fences +30%Electrical +20%Mold & Asbestos Services +19%Tree Service +18%Foundations +16%Landscaping +7%Doors +6%

Top 10 DecreasesAppliances -32%Remodel a Bathroom -29%Countertops -29%Garage & Garage Doors -21%Siding -18%Architects & Engineers -13%Gutters -12%Build an Addition -11%Carpenters -10%Remodel a Kitchen -10%

Top 10 Increases

Windows +62%Lawn & Garden Care +54%Garage & Garage Doors +21%Roofing +16%Tile +10%Audio/Visual & Computers +10%Heating & Furnace Systems +7%Landscaping +4%Electrical +4%Drywall & Plaster +3%

Top 10 DecreasesAdditions & Remodeling -29%Tree Service -28%Appliances -28%Gutters -27%Painting -25%Fences -24%Insulation -22%Concrete -11%Plumbing -9%Fireplace & Wood Stoves -8%














45Q4 2010

01 Do you feel better about your home being a secure investment than you did three months ago?

sERviCEmAgiC COnsUmER sURvEY

Wesurveyed1,050consumersinthethirdquarterwhosubmittedrequestsforAdditions&Remodeling,Windows,Roofing,Heating & Furnace Systems, Septic Tanks and Wells, Electrical, Maid Services, Lawn Care, and Handyman services.

02 How did you pay for the most recent home project you completed?

38% spent $20,000 - $40,000 on their Kitchen Remodels (pg. 10)

81% of homeowners invested in their homes to increase their live-in value

73%

27%

Yes No

0%

10%

20%

30%

40%

50%

60%

70%

80%

Cash Credit Card Financing (loan) Retirement Account (401K,

IRA, etc.)

Other

Q4 2010

Q2 2010

Q2 2010

Q1 2010


46Q4 2010

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

There is no change in my buying habits

I make quicker decisions because the Internet provides good information

The Internet is delaying buying decisions as I spend more time researching options

It is easier for me to do comparison shopping

I am buying materials directly that service professionals normally supply

03 How has the Internet affected your buying habits?

04 Do you anticipate completing a home project in 2011?

71%

29%Yes

No65% plan to wait 12+ weeks to begin a project


47Q4 2010

05 When do you anticipate completing your next home project?

06 Did you consider green alternatives with your recent home project?

0% 10% 20% 30% 40% 50% 60% 70%

In less than 6 weeks

In 6-7 weeks

in 8-12 weeks

In more than 12 weeks

0%

10%

20%

30%

40%

50%

60%

70%

Yes No

Q2 2010

Q3 2010

Q4 2010


48Q4 2010

07 Have you conducted any home projects due to energy tax credits?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes No

Q1 2010

Q2 2010

Q3 2010

Q4 2010

0% 5% 10% 15% 20% 25% 30%

Installing insulation

Replacing windows and/or doors

Conducting an energy audit

Conducting a furnace inspection

Using a programmable thermostat

Installing a tankless hot water system

Sealing leaks with caulk or weather stripping

08 What are you planning to do to save energy in your home?

Homeowners doing projects for energy tax credits went from

20% in Q1 to

38% in Q4


49Q4 2010

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q2 2010 Q3 2010 Q4 2010

Yes

No

We surveyed 331 services professionals in the third quarter who were matched to consumers requesting services for Additions&Remodeling,Windows,Roofing,Heating&FurnaceSystems,SepticTanksandWells,Electrical,MaidServices, Lawn Care, and Handyman services.

sERviCEmAgiC sERviCE PROFEssiOnAl sURvEY

01 Looking ahead in the next 12 months, are you optimistic about your company’s performance?

02Whendoyouanticipateasignificantincreaseinservicerequeststostabilizebusiness?

0%

10%

20%

30%

40%

50%

60%

70%

2-4 months 5-8 months 9-12 months More than 12 months

Q2 2010

Q3 2010

Q4 2010


50Q4 2010

03 On average, what is the percentage difference between a homeowner’s budget expectation and what the project will actually cost?

04 With the downturn in the economy, what changes have you seen in homeowner’s buying habits?

20%

41%

32%

4% 3%

Less than 10%

10-19%

20-49%

50%

More than 50%

28%

19%24%

26%

3%

Homeowners are actively seeking more pricesHomeowners are sharing prices between service providers to drive down estimatesHomeowners are speaking to more service providersHomeowners are taking longer to make a decisionNot changed

Most homeowners misjudge their project budget by

10-19%


51Q4 2010

05 How has the Internet affected homeowner’s buying habits? (Select all that apply)

06 In your opinion, how aware are homeowners of the new EPA lead paint requirements?

8%

9%

33%33%

17%I have seen no change in buying habits

Homeowners make quicker decisions because the Internet provides good informationThe Internet is delaying buying decisions as homeowners spend more time researching their optionsIt is easier for homeowners to do comparison shopping

Homeowners are buying materials directly that I used to supply

8%

9%

33%33%

17%I have seen no change in buying habits

Homeowners make quicker decisions because the Internet provides good informationThe Internet is delaying buying decisions as homeowners spend more time researching their optionsIt is easier for homeowners to do comparison shopping

Homeowners are buying materials directly that I used to supply

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Not very aware Rarely aware Somewhat aware Mostly aware Very aware

Q3 2010

Q4 2010

75% of homeowners are rarely or not very aware of RRP


52Q4 2010

07 In your opinion, how aware are homeowners of energy tax credits for home improvement projects?

08Whatpercentageofthetimedohomeownersrequestenergyefficientorgreenalternativesfortheirhome improvement projects? (Choose all that apply)

0%

10%

20%

30%

40%

50%

60%

Not very aware Rarely aware Somewhat aware

Mostly aware Very aware

Q3 2010

Q4 2010

0%

10%

20%

30%

40%

50%

60%

70%

Less than 10% 10-19% 20-34% 35-49% 50-75% More than 75%

Q1 2010

Q2 2010

Q3 2010

Q4 2010

Most consumers request green / energyefficiencyless than

10% of the time


53Q4 2010

APPEnDix: sERviCE REQUEsT gROUP DETAil

ADDITIONS & REMODELINGAdditions & Remodeling

Architects & Engineers

New Home Builders

SYSTEMS & EQUIPMENTCentral Vacuums

Plumbing

Appliances

Air Conditioning

Septic Tanks & Wells

Home Security Services

Electrical

Fans

Water Treatment Systems

Heating & Furnace Systems

INTERIOR PROJECTSCabinets

Wall Coverings

Countertops

Glass & Mirrors

Painting

Flooring & Carpet

Window Coverings

Audio/Visual & Computers

Drywall & Plaster

Tile

Carpenters

Insulation

Ceilings

Designers & Decorators

Stained Glass

Fireplaces & Wood Stoves

EXTERIOR PROJECTSPaving

Outdoor Playgrounds

Fountains & Ponds

Concrete

Sheds & Enclosures

Siding

Brick & Stone

Landscaping

Doors

Swimming Pools

Decks

Gutters

Tennis or Game Courts

Fences

Awnings

Roofing

Garages & Garage Doors

Hot Tubs, Spas & Saunas

Skylights

Windows

MAINTENANCE & REPAIRFurnitureRepair&Refinish

Pest Control

Carpet & Upholstery Cleaning

Cleaning & Maid Services

Tree Services

Mold & Asbestos Services

Organizers

Sandblasting Services

Waterproofing

Locksmiths

Lawn & Garden Care

Handyman Services

Foundations

Disaster Recovery Services

Snow Removal Services

Home Maintenance

MOVING & REAL ESTATEAppraisers

Developers

Storage Services

Moving

Rental ServicesHome Inspections

OTHERDisability Services

Excavation

Metal Fabrication

Docks

Powdercoating

Waste Material Removal

Demolition Services

Permit Services

Sign Making Services

The following service request groups have been created in order to provide aggregated trends and analysis.


fourth quarter 2010files.servicemagic.com/pdf/press/remodel_and_repair_survey_q4_10… ·...

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