Selectabase Identifies Non-Movers as New Market for Home Improvement Sector

Selectabase, a leading direct marketing company, has identified a potential new market for the home improvement sector despite the current economic downturn.

Consumers who are now unlikely to move house in the foreseeable future because of plunging property prices and limited availability of mortgage deals, are more likely to be staying put in their current properties.

As a result of this trend, the direct marketing experts at Selectabase have identified several scenarios in which consumers may be investing more in home improvements:

• In times of recession, consumers are often more likely to spend on improving their surroundings to make them more comfortable, giving rise to spending on decorating, interiors and home accessories.
• Homeowners who may have been looking to move to a larger property may now be considering options for maximising existing space through loft conversions, extensions and conservatories.
• Long term repairs or upgrades which may have been put off if a homeowner was planning to move, may now be brought further up the agenda. These may include improvements such as replacement windows and doors, heating systems, carpets and so on.

Selectabase provide a marketing service called Homespenders which identifies consumers planning to improve their homes in a specific geographic area, and supplies them each month to home improvement suppliers and companies.

Steve Sellwood of Selectabase feels that the predicted new opportunities for home improvement companies are based on sound reasoning, saying that "in the last recession the idea of so called 'cocooning' became a noticeable trend amongst consumers who insulated themselves from economic woes by enhancing their home environment. Early indicators are that consumer spending is still continuing so I think we can expect the same trend of home spending to occur."

Another benefit of using the Homespenders service during an economic downturn is that it can make targeting of potential consumers far more cost effective. Traditionally, many home improvement companies rely on costly press advertising or labour intensive telephone marketing, although this has become less effective as more households register with the TPS. Using direct marketing leads from Homespenders is far more targeted and uses fewer resources.

More information about Homespenders is available online from http://www.selectabase.co.uk/ppc/Homespenders.aspx or by calling Selectabase on 01304 382211.

The Homespenders service is the ideal direct marketing solution for any business sector targeting the home improvement market or affluent home-owning consumers, including construction, DIY, professional services, home accessories, financial services and even lifestyle products.

Homespenders prospects are obtained from the latest planning applications, then checked for accuracy and screened against preference service files. The sales leads even show the type of home improvement being planned, to help you target your message more accurately. Because Homespenders is so specific and timely, it can even help you reduce your expenditure on costly mass-market cold calling or advertising.