Up to 70% of business-to-consumer marketers believe that content marketing has become more important to their business over the past year, and 77% have successfully used this content to build credibility and trust among their consumers, according to the Content Marketing Institute. The Home Depot is tapping into this value by creating a branded content destination to support young homeowners.
To validate the value and influence of branded content, The Home Depot partnered with Morning Consult to better understand the mindset of millennial homeowners. The survey found that more than half (53%) of millennials worry about purchasing their first home, and their most significant hesitation had to do with renovations and home improvements. In fact, millennial respondents revealed that home maintenance (74%) and home improvement projects (68%) were the most stressful aspects of homeownership.
The survey also found that 90% of millennials and 92% of Gen Z consumers believe having access to a centralized resource that provides guidance for first-time homeowners would be helpful. Home Depot developed the New Homeowners Hub to equip current and future first-time owners with valuable resources to support these needs.
From moving checklists to DIY guides, product recommendations, design inspiration and even virtual workshops, the online hub helps bring Home Depot’s expertise directly to customers via their digital devices. Virtual workshops provide expert, step-by-step guidance on projects like how to paint a room, replace light fixtures, install a faucet or replace a garbage disposal. An expanded catalog of sessions also teaches the fundamentals of caring for different areas of the home, such as seasonal maintenance tips and best practices.
“Our research has shown that lack of proper knowledge, tools and time were the top barriers for millennials navigating home improvement projects, which is especially stressful for a generation of current and soon-to-be first-time homeowners,” said Molly Battin, SVP and Chief Marketing Officer at The Home Depot in a statement. “Helping homeowners complete projects is part of our DNA, so it was a natural move to create an online resource designed to empower our customers with everything they need to confidently turn their first house into a home.”
Other key findings from the survey, which sampled recent homeowners or potential homebuyers born between 1981 and 2005, found:
- 8 in 10 millennials and GenZers are interested in doing renovation, repair, design and décor projects, yet only about one-quarter of millennials and one-third of GenZers would feel “very confident” about taking on a home improvement project.
- While these consumers were most comfortable redecorating (85%), doing routine yardwork (81%) and painting (80%), they were least comfortable doing electrical, plumbing and roofing/siding work.
- Approximately 70% of these consumers said they would turn to YouTube or other online videos to learn how to tackle DIY projects versus learning from a parent, family member or friend.