Different strokes for DIY and DIFM

There are Do it Yourself homeowners, and Do it For Me homeowners, and understanding the difference can be a valuable tool for the home improvement marketer.

Some new data shedding light on those differences comes from the Home Projects Council, an industry group made up of academics, journalists and manufacturers. An online survey of more than 500 homeowners showed a clear correlation between a homeowners capabilities and the kind of DIY home improvement projects they’re comfortable attempting, said Frank Owens, VP marketing for The Quikrete Companies.

“The more advanced their skills, the greater number and variety of projects they can complete without a professional. With so many resources available, every homeowner truly has the opportunity to enhance their home improvement skill, which ultimately saves money that can be spent on other things,” he said.

According to the survey, 53% of all DIY homeowners did their last project because it was less expensive than hiring a professional. However, DIFM homeowners are driven by distinctly different criteria based on skill level when considering a home improvement project.

Key DIY Homeowner Project drivers (Novice/Intermediate/Expert)

• 
  Cheaper than hiring a Pro: 56% /  54% / 48%


• 
  Enjoy doing projects: 24% / 31% / 24%

Key DIFM Homeowners Project drivers (Novice/Intermediate/Expert)

• 
  To get it done right  42% / 33% / 13%


• 
  It’s too complicated: 40% / 47% / 20%


• 
  Didn’t have time: 3% / 8% /40%

Despite the fact that cost was the overwhelming factor for DIY homeowners, the survey indicates that hiring a professional will continue for more complex home improvement projects. More than half -- 53% -- of DIFM homeowners claimed that no amount of financial savings would have compelled them to do their last home improvement project without the paid services of a professional.