Showing posts with label home services. Show all posts
Showing posts with label home services. Show all posts

Tuesday, December 13, 2016

New Report: Number of Older Adults in the US Expected to Surge, Highlighting Need for Accessible Housing and Policy Improvements

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By 2035, more than one in five people in the US will be aged 65 and older and one in three households will be headed by someone in that age group, according to our new report, Projections and Implications for Housing a Growing Population: Older Adults 2015-2035, released today. This growth will increase the demand for affordable, accessible housing that is well connected to services beyond what current supply can meet.

As the baby boom generation ages, the US population aged 65 and over is expected to grow from 48 million to 79 million, and the number of households headed by someone over 65 will increase by 66 percent, to nearly 50 million. This growth will increase the demand for housing units with universal design elements such as zero-step entrances, single-floor living, and wide halls and doorways.  However, only 3.5 percent of homes offer all three of these features.

“The housing implications of this surge in the older adult population are many,” says Chris Herbert, managing director of the Joint Center. “and call for innovative approaches to respond to growing need for housing that is affordable, accessible and linked to supportive services that will grow exponentially over the next two decades.”

In the coming years, many older adults will have the financial means to pay for appropriate housing and supportive services that allow them to live longer in their own homes. However, many others will face financial hardships, particularly because their incomes will decline in retirement. Low-income renters are particularly vulnerable, notes the report, which projects that nearly 6.4 million low-income renters will be paying more than 30 percent of their income for housing by 2035. The report adds that 11 million homeowners will be also be in this position by that time. In total, the report estimates, 8.6 million people will be paying more than half their income for housing by 2035. The report also projects that 7.6 million older adults will have incomes that would qualify them for federal rental subsidies by 2035, an increase of 90 percent from 2013. “Today, however, we only serve one-third of those who qualify for assistance,” says Jennifer Molinsky, a senior research associate at the Joint Center and lead author of the report. “Just continuing at this rate—which would be a stretch—would leave 4.9 million people to find affordable housing in the private market.”

The report notes that in many surveys, older adults express a strong desire to live at home for as long as possible. Achieving that goal will require public and private action to support modifications to existing homes, take steps to address the affordability challenges facing both owners and renters, and adapting the health care system to enhance service delivery in the home. There is also a need to expand the range of housing options available to better meet the needs of an aging population and improve options for older adults to remain in their community when their current home is no longer suitable. 

“The implications of our aging US population on the housing industry are unambiguous,” says Lisa Marsh Ryerson, President of AARP Foundation, which provided funding for the report. “It will be imperative, in the coming years, that the housing industry, policymakers, and individuals take action to address the need for housing that will enable millions of older adults in this country to live with security, dignity, and independence.”


Join the conversation on Twitter: #harvardhousingreport

Tuesday, April 26, 2016

The Rising Tide of Online Home Services


Grant Farnsworth
The Farnsworth Group
The swell of young homeowners and the rapid evolution of the online home services market could lead to a big wave of growth in this sector over the coming years. But how aware are consumers of the availability of these services, and how is the industry responding to this new wave of offerings?

Guest post by Grant Farnsworth of The Farnsworth Group, a member of the Joint Center Remodeling Futures Steering Committee. The blog is based on a recent presentation to the Remodeling Futures group.

GM investing $500M in Lyft, Google investing in Uber, The Home Depot buying Red Beacon, the launch of Amazon Home Services… these large players know something is in the water when it comes to online services. We appear to be witnessing “Uber-ization” of the home services market.

As the platform matures, important questions are beginning to take shape.
  • What exactly are online home services? How is this space being defined?
  • Who is using these services?
  • Are the users’ needs being met?
Early evidence suggests that while millennials are beginning to latch onto these services, older owners are less engaged, and home improvement contractors generally aren’t viewing these service delivery models either as potential partners or as competition to their current business models.


To gain insights on the use and perceptions of online home services, The Farnsworth Group completed a study that surveyed homeowners who had recently hired a service professional. Also surveyed were remodelers and specialty contractors, to better understand their awareness of – and potential integration with – these service delivery models. For this survey, online home services were defined as “websites or apps that are intended to help homeowners and service professionals with home design, home improvement, and/or home repair and maintenance projects”.

Given their relatively recent introduction, much of the population is largely unaware of these services. Both homeowners and professionals view these platforms to best fit with modest improvement and repair projects in the under $5,000 range. Both groups also indicate similar features that are important to them when working with a service pro or client. However, that is where many similarities end. Results show dramatic differences in the adoption of online home services by younger homeowners, older homeowners, and contractors.

Homeowners who hired a service professional within the last 12 months were asked which of the following services they have ever used, or currently use: Angie’s List, HomeAdvisor, Houzz, Porch, TaskRabbit, Thumbtack, and Pro.com. Homeowners between the ages of 21-34 are much more likely to have consulted these home services, and used them in their selection process. Nearly 75% of those using online home services end up hiring a service professional from one of the services.

Online Service
21-34
N=187
35-49
N=284
50-64
N=291
65+
N=192
Angie’s List
36.4%
31.3%
22.0%
16.1%
Home Advisor
27.3%
20.4%
14.1%
10.9%
Houzz
17.1%
13.4%
6.5%
2.6%
Porch
12.3%
2.8%
1.0%
0.5%
TaskRabbit
12.8%
4.6%
1.0%
0.5%
Thumbtack
10.2%
4.2%
4.8%
1.6%
Pro.com
15.5%
3.2%
1.7%
0.0%

However, when remodelers and the trades were asked what apps and websites they have used or are currently using, they are often not as engaged with online home services as homeowners, and certainly not as engaged as younger homeowners.

Online Service
Remodeler
N=473
Specialty Tradesmen
N=206
Angie’s List
27.1%
26.7%
Home Advisor
18.2%
22.3%
Houzz
25.2%
9.2%
Porch
8.0%
4.4%
TaskRabbit
3.0%
0.5%
Thumbtack
6.6%
5.8%
Pro.com
2.3%
5.8%


Younger homeowners in the study were also generally more willing to engage home service sites. Over three-quarters of millennials are somewhat to extremely willing to do business online, a figure that drops closer to 50% for boomers.

 click to enlarge


So what is driving homeowners and professionals alike to utilize these new online home services platforms? Homeowners that have used online service sites use them for a variety of reasons, but three stood out in the survey:
  • Getting project estimates/costs
  • Information on the home services provider
  • Being matched with a home services provider
However “being matched with a service pro” is low on their list of importance when it comes to homeowners hiring a service professional. The majority use “word of mouth” for getting a few contractor names.

Remodelers and trades professionals, on the other hand, use online home service sites to generate leads, get design ideas, and market their company. Unfortunately, these features also do not align with what the survey showed was most important to them:
  • Communicating with clients
  • Managing projects
  • Providing estimates
Getting leads via an online service is of little importance because, like homeowners, nearly all contractors get leads from “word of mouth”.

It is clear that the features of online home service sites do not always align with what’s most important to the users. The gap between what’s important and how online service sites are being used indicates either a lack of understanding as to what the platforms provide, OR a failure for the platform to provide appropriate services.

Regardless of the needs for knowledge, education, and platform development that this study illuminates, young homeowners are extremely likely to utilize these online home services sites. They also perceive these sites to be “more beneficial” and “easier to use” than traditional “offline” methods. In contrast, the professionals we surveyed, while willing to test the waters, do not share as much enthusiasm as younger homeowners.

Those who utilize online service sites may see it pay off given the increasing use and high conversion rates. Millennials are the largest generation in our history, and as such are the generation with the most future buying power. As they continue to enter the homeowner market, awareness and use of online home services seems inevitable. With that will come more informed and educated consumers, which should propel a modest swell in online home services to something much, much more significant.

So home improvement professionals are well advised to grab a surfboard, paddle out, and be prepared, because they may catch a killer wave to ride with the new generation of home buyers.



For the complete study results contact The Farnsworth Group at info@thefarnsworthgroup.com or 317-241-5600 x.301.