Renovation & Home Improvement

The shape tilts toward Brand & Positioning (65.5) and away from Data & Tracking (55.7). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.

Dimension Breakdown

Trust, portfolios and the renovation marketing playbook

Renovation marketing in Australia is fundamentally a trust-building exercise. The average kitchen renovation is $25,000-$80,000. A full home renovation can exceed $300,000. At these price points, homeowners are not choosing a tradie. They are making a financial decision that requires deep trust in the provider's capability and integrity.

Brand at 65.5 with 17% weight is the strongest dimension and the competitive differentiator. The renovation businesses with strong brands, curated portfolios, professional presentation and visible accreditation, attract clients willing to pay 20-40% premiums over competitors who present themselves as basic tradespeople.

The digital shift in renovation research is significant. Homeowners now spend weeks on Houzz, Pinterest, Instagram and Google before contacting a single business. The renovation companies visible in these research channels, through portfolio content, blog posts and social media, are on the shortlist before the phone rings.

Conversion at 62.5 tells the story of the quote process. In renovation, the quote is the primary sales tool. Businesses that deliver detailed, visual, transparent proposals within a week of the site visit convert at 2-3x the rate of those that take three weeks to send a text-only estimate.

Retention at 60.5 with 20% weight captures the referral engine. Satisfied renovation clients are the highest-value marketing asset. They refer friends, family and neighbours. They leave detailed Google reviews. They share before-and-after content on social media. The businesses that systematically capture this, through review requests, referral incentives and social content sharing, build organic acquisition machines.

A 18.4-point spread between Bunnings Warehouse (Trade) and Freedom Kitchens. That's not one industry. That's two separate leagues operating under the same name. The leaders are playing chess. The challengers are still learning the rules.

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Frequently Asked

Where does your business sit in this picture?

Renovation & Home Improvement scores 62.6 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.