By Sarah Caron, Director, Renovation Services, CHBA
As part of efforts to provide CHBA renovator members with business information, CHBA obtained a membership to Vividata, the leading and largest syndicated survey in Canada. As a non-profit, Vividata pools the resources of Canada’s marketing, branding and research industry. The organization’s flagship Study of the Canadian Consumer (SCC) surveys 55,000-plus Canadians, 365 days a year against more than 60,000 variables. This large-scale, nationally representative study provides deep insights into Canadian consumer behavior, media habits and opinions.
CHBA’s membership to Vividata provides licensed access to the full SCC database, insights from syndicated reports and custom survey opportunities. The geographic reach of the SCC was of key interest for CHBA. More than just provincial or major metropolitan areas, the study covers more than 50 local markets across Canada which align closely with the locations of all homebuilders’ associations (HBAs).
This alignment allows CHBA to offer custom Renovation Reports to HBAs and their members as an added, free membership benefit. These reports offer a deep dive into the behaviour and media habits of renovation-ready homeowners. In addition to sizing the local renovation market, members will gain a better understanding who they are trying to reach, and the type of home improvements that homeowners are most interested in. The report details where and how to reach potential clients via their preferred media options and top online activities. By leveraging these insights, CHBA, HBAs and individual member companies can stretch their limited marketing dollars further.
Regional renovation trends
Several HBAs have requested Vividata Renovation Reports for their members. Through these reports, we’ve found that the renovation market varies significantly across regions, with different consumer behaviors, preferences and spending patterns. The following is a snapshot of key trends from west to east from regional data collected so far.
CHBA will continue to work with HBAs to offer Vividata Renovation Reports to members through the end of 2025. Interested HBAs can email sarah.caron@chba.ca for more information.
Vancouver
Vancouver’s real estate landscape plays a significant role in shaping home improvement trends. Due to high property costs and limited space, renovations are often focused on space maximization and rental unit conversions. Homeowners in Vancouver are highly engaged with sustainable building practices with a growing interest in smart home technology. Social media influencers, sustainability blogs and home improvement magazines are the top ways to reach consumers.
Regina and Saskatoon
Renovations in Regina and Saskatoon often centre around home comfort and the weather. That translates into winter-proofing with insulation and replacing windows and doors. There is also a strong emphasis on outdoor projects such as decks and landscaping. Economic factors impact spending which leads to a mix of DIY and professional renovations. Traditional media still performs well in the Prairies – local radio, print ads, home improvement expos and regional TV networks.
Winnipeg
Renovations in Winnipeg are largely driven by the need for maintenance and repair rather than aesthetic upgrades. Common improvements include insulation, plumbing and HVAC upgrades, reflecting the city’s extreme weather conditions and preference for functional improvements. Winnipeg is a value-driven market with a significant percentage of DIY renovations and a high interest in mobile coupon sites. Both traditional radio and digital audio perform well, with a high percentage of homeowners streaming music and having a strong interest in podcasts.
Toronto
Toronto’s home improvement market is one of the largest in Canada, given its high property values and dense urban population. Older homes and high housing prices drive renovation activity as an alternative to moving further from the city centre. Homeowners in Toronto prioritize kitchen and bathroom renovations, with a strong focus on modern aesthetics and smart home technology. Many projects are contractor-driven, indicating a reliance on professional services. Top media options include advertising on digital radio & podcasts, social media and local newspapers.
Nova Scotia
In Nova Scotia, a mix of urban and rural homeowners results in diverse renovation trends. Energy efficiency upgrades are a strong priority, with homeowners in this market more likely to rely on government incentives for renovations. Contractor-led kitchen renovations are also quite common in this market. Homeowners in Nova Scotia turn to government-sponsored websites, regional TV and local radio for information.
Key Takeaways
1. Market-driven priorities: Consumers in different regions prioritize renovations based on local economic and environmental factors.
2. DIY vs professional help: Cities with high housing costs such as Toronto and Vancouver have a stronger reliance on professionals, while budget-conscious markets such as Winnipeg favor DIY approaches.
3. Sustainability and efficiency: Vancouver and Nova Scotia lead in green home improvements, while Regina and Saskatoon focus more on winter-proofing.
4. Regional economic influence: Homeowners in regions with an aging housing stock, such as Winnipeg, focus on maintenance-driven renovations rather than luxury upgrades.
5. Effective media strategies: Different media options resonate in each market, with digital platforms dominating in urban centres while traditional media remains strong in smaller markets.
