July Newsletter:
Here's a trend worth knowing about: Southern California homeowners aren't moving as much, and that's good news for your business.
Why? The "locked-in effect."
Many homeowners refinanced or bought at rock-bottom mortgage rates a few years back. Even as rates have started easing, giving up a 3% mortgage for today's rates still doesn't pencil out for a lot of families. So instead of selling and buying something new, they're staying put, and reinvesting in the home they already have.
What that means for you:
Record-level remodeling spending. Industry forecasts project renovation spending to hit a new high nationally in early 2026, with steady annual growth expected through the rest of the decade. Homeowners who aren't moving are putting that money into their kitchens, bathrooms, and outdoor spaces instead.
A growing niche: aging in place.
More homeowners, especially boomers, are choosing to renovate for long-term comfort rather than downsize. Grab bars, walk-in showers, single-level living conversions, if that's part of what you offer, now's a great time to say so in your ad.
The takeaway for your ad this cycle:
Homeowners aren't just dreaming about projects, they're funding them, because staying put is the more affordable option. Make sure your ad speaks to why now is the right time to call, not just what you do.
Questions about how to position your marketing around this trend? Reach out to us and we'll be happy to talk it through.
Until next month ... keep building.
TheHomeMag Team
