Home Renovation Programs Empower Viewers to Take Action
By Peter Sarmas on 14 Nov 2013
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Data suggests home renovation programs are inspiring viewers
Photo: Alan Cleaver
A recent study has shown just how influential television can be.
Oneflare, an online marketplace that connects customers to local businesses, recorded huge jumps in demand for home renovation services after The Block and House Rules aired in May this year, suggesting many viewers found renovation inspiration through these TV programs.
Staggering Correlation Between TV and Reality
Oneflare data indicates that requests for bathroom renovations, demolition services, tilers and patio pavers all rose significantly in May this year.
This jump in demand for renovation services coincided with the types of home improvement projects covered in each television show.
“When [reality TV] contestants were renovating bathrooms, there was a huge surge in job postings for bathroom renovation experts.”
When contestants were renovating bathrooms, there was a huge surge in job postings for bathroom renovation experts. When contestants moved their efforts outdoors, a similar upswing was recorded for patio pavers.
Relief for Local Tradies
Interestingly, at around the same time these two programs aired, the Housing Industry Association released a discussion paper on renovations activity.
The dollar amount invested into home improvement projects was used to measure renovations activity.
The report showed a steep 8.4 per cent decline in renovation investments for 2012, and cited an increase in the household savings rate, heightened consumer caution and an inability to borrow against falling home equity as reasons for the sharp downturn.
Modest improvements were forecast for 2013, with levels to remain flat thereafter until 2015.
It’s likely the deterioration of renovation investments last year would have reduced the number of home improvement jobs available for local businesses.
Following the gloomy outlook predicted by the HIA, one can only imagine the relief local tradespeople felt when The Block and House Rules came to their rescue.
What Does it all Mean?
Although the Oneflare phenomenon makes it difficult to ignore the impact home improvement programs have on their viewers, there are clearly many other factors that influence a homeowner’s decision to renovate.
What can be said about TV shows such as The Block and House Rules, however, is that they are very successful in providing viewers with renovation inspiration and basic education, which empowers them to take action.
“TV shows such as The Block and House Rules… are very successful in providing viewers with renovation inspiration and basic education.”
Perhaps the Oneflare phenomenon is showing us that this aspect of empowerment deserves more attention if the level of renovation activity is to pick up pace.
Due to the current low interest rate environment and rising house prices, homeowners are much more likely to renovate in order to add value to their property.
Higher prices allow homeowners to borrow against their home equity, increasing their ability to finance home improvement projects.
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