Home Renovation Dynamics – squareO.in

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Everyone agrees that Home Renovation is not an
easy job and comes with a wide range of
experiences. There has been many instances where
the overall experience has left both the Designer
and the Customer deeply frustrated and
disappointed. Its one thing to say that the
market is unorganized and fragmented which leads
to such experiences, but as a young startup with
great aspirations to change the overall working
dynamics, we wanted to get to the bottom of this.
We have recently conducted a detailed survey
asking relevant questions to both Designers and
Homeowners, to understand the root cause of such
discomfort. Our survey revealed many interesting
aspects regarding the overall working dynamics
and helped us pave way to various solutions that
we intent to provide on our platform.
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Some key takeaways from the survey are provided
below
Extent of Work Scope Designers typically take
Where do Designers typically operate from?
Designers Current source to find work
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Why doesnt Designers take up larger role in
Home Improvement?
What is the most Common source of Conflict with
Homeowners
Source of latest technology trends and other
information
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• What the survey said?
• While we sent out a detailed questionnaire
  seeking information regarding the entire working
  model, some key takeaways that we could infer are
  as follows
• 72 of the Designers from our survey are
  freelancers who directly engage with Homeowners.
  Only 16 of the Designers we spoke to prefer
  engaging with a Contractor instead.
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• 64 of the Designers still use offline reference
  to win new work. Only 12 of the Designers use
  online lead generating platforms such as Houzz
  and Homify. With 14, Facebook is also a major
  lead generating source.
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• Designers have no specific working model and
  equally prefer Turnkey and Design Supervision
  methods.
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• When we asked, what stops Designer from taking up
  larger roles, 48 says its due to the fact that
  Homeowners engage a Contractor first and another
  26 says homeowner doesnt see Designers
  requirement as critical.
•  
• 47 Designers feel the biggest source of conflict
  with Homeowners is in price escalation.

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The Home Improvement Experience From
Homeowners Perspective While our primary focus
of the survey was to understand the home
improvement dynamics from a Designers
perspective, we identified a select few
Homeowners who recently renovated their home and
discussed with them to understand their
perspectives as well.
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Key takeaways from our discussion with Homeowners
are provided below
Whom did Homeowner engage for their Home
Improvements?
Source of conflict with Contractor while
undertaking Home Improvements
Did contractor's knowledge and ability helped you
make right decisions?
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• What the survey said?
• Our discussion with the Homeowners who has
  recently undertaken Home Improvements provided an
  interesting insight into their perception about
  what they feel could be improved. We will try to
  cover these in detail in our next Blog, but in
  the meanwhile, here are some key takeaways from
  those discussions
• Large percentage of homeowners still prefer to go
  with a Contractor as this is a standard practice
  prevailing around them.
• They also typically feel hiring an Interior
  Designer is expensive.
• Contractor appointed Designer didnt provide much
  of a value add.
• However, 66 of them felt the contractors
  knowledge did not help them make right decisions.
• Price variation and not adhering to timelines and
  commitments were primary source of conflict with
  contractors.
• None of the projects we surveyed completed within
  committed budget and timelines.

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Conclusion While there could be many inferences
that could be drawn from the study but few
findings such as Homeowners preference to use a
contractor, their opinion on Designers, and
overall lack of accountability towards committed
timelines and budget cannot be argued. We will
dig a bit deeper about these findings in our next
blog and identify few solutions which could help
improve the overall Home Improvement
experience. We hope you find the contents in this
article helpful and would be glad to hear about
your experiences as well. You may write to us at
info_at_squareo.in in case if you would like to
reach out to use.   Regards, squareO.in Feel
free to get in touch with us, in case if you need
help find your right Home Interior Partner!
Visit us at https//squareo.in/
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