Remodeling Sentiment Holds Despite Economic Headwinds

Article Summary

Recent surveys reveal that consumer interest in home remodeling remains resilient, even amid economic uncertainty and sluggish retail sales. The NAHB/Westlake Royal Remodeling Market Index for Q2 2025 registered a score of 59—still in positive territory but marking only the second dip below 60 since early 2020. The Current Conditions Index averaged 66, with large projects ($50K+) scoring 62, moderate projects ($20K–$50K) at 66, and small projects (<$20K) at 70.

Future indicators showed more caution: the average dropped to 51, with lead generation holding steady but backlogs declining. Regional disparities emerged, with remodelers in the western U.S. reporting slower activity. Despite these shifts, the surveys underscore that remodeling remains a priority for homeowners, especially as they seek to enhance their largest investment—often prompting furniture and design upgrades alongside structural improvements.

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Local Business Types for Broadcasters to Consider Contacting

Furniture Retailers – As remodeling drives demand for updated interiors, local furniture stores can use broadcast campaigns to position themselves as style-forward partners in home transformation.
Landscaping Services – With outdoor projects gaining traction, these businesses can highlight seasonal upgrades and curb appeal enhancements through radio and TV.
Interior Designers – Professionals offering design consultations can align with remodeling trends by showcasing their ability to elevate spaces post-renovation.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Remodel & Refresh” – Feature local furniture and design experts sharing tips on how to complement renovations with stylish updates, reinforcing the emotional payoff of a refreshed home.
TV Station Commercial Idea: “From Blueprint to Beauty” – Document a local remodeling journey from start to finish, spotlighting businesses that contribute to each phase—from structural work to final décor.
Digital Advertising Campaign Idea: “Room Reveal Challenge” – Invite users to share before-and-after photos of their remodeling projects, paired with sponsored content from local furniture and design partners offering exclusive discounts.