Booked estimates.Bigger projects.Better-fit clients.
SEO, Google Ads, GBP, and design-build funnels for kitchen, bath, addition, and whole-home remodelers, built around how high-ticket renovation projects actually sell.
The state of the business in 2026
Renovation is a high-trust, high-ticket sale; the shortlist now gets built on Google.
Four numbers tell the whole story: how big the market is, how long homeowners plan, how many pros they interview, and why demand keeps compounding.
$500B+
annual North American reno spend
US owner improvement and repair spending alone runs around half a trillion dollars a year, with Canada's renovation market on top. The category isn't slowing; the question is whether the right homeowners can find you.
Harvard JCHS3-6 Mo
average planning window
North American homeowners spend months gathering ideas, saving photos, and pricing before they ever call. The firm that earns trust across that window is the one that gets the estimate.
Houzz & Home Study~40 yrs
median age of North American homes
The housing stock keeps aging on both sides of the border and turnover is slow, so owners renovate instead of move. Aging homes are the demand engine under every remodel you'll ever quote.
US Census + Statistics Canada3+
pros most homeowners interview
You're rarely the only bid. Speed-to-estimate, photos of completed projects, and a clear next step matter more than another five-star review.
Modernize homeowner surveyHow we'd score your category presence
Online discovery is no longer optional, and most remodelers are losing in three of these.
Six levers move the needle. The free 48-hour audit scores yours on each one.
Local-pack dominance
46% of all Google searches have local intent, and the Local Pack appears in 93% of locally-intended searches. The #1 result alone gets 17.6% of clicks. If you're not in the Pack for your city, you're invisible to most of your market.
Mobile-first discovery
Most renovation research starts on a phone, on the couch, late at night. Your homepage has roughly three seconds to load and signal trust before they swipe to the next firm.
Speed-to-lead wins the bid
76% of 'near me' searchers visit or contact a business within 24 hours. On a six-figure project, the firm that replies first and books the estimate first usually frames the entire decision.
Organic dominates lead mix
Organic search drives 40–55% of total lead volume for local remodelers at $50–150 cost per lead. Paid is faster; organic is cheaper, higher-intent, and compounds.
Seasonal pacing
Estimate demand peaks late winter through summer as homeowners plan for the warm months. Most firms flat-spend the year and waste 30–40% of budget in the wrong months.
The high-ticket project lane
Additions, whole-home, and design-build jobs run several times the ticket of a single-room remodel. Firms that market the premium project as its own funnel, not as a line on a generic 'remodeling' page, capture the big contracts.
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Get my free 48-hour auditThe Resurface playbook
What we actually do for Remodeling Firms
SEO, GBP, paid search, web, review systems: not five line items, one machine. Every piece points at the same outcome: more of the right homeowners booking in-home estimates with you.
Local SEO + Local Pack
Map Pack ranking is the lead-volume lever. Citation cleanup, NAP consistency, review velocity, and on-page targeting for your city and surrounding zip codes.
Learn moreGoogle Business Profile
Optimized GBP, weekly posts with project photos, review generation, Q&A management. Most firms leave 50%+ of GBP's lead-driving value untapped.
Learn moreGoogle Ads
Search ads built around real buyer decision points (kitchen vs bath, addition vs ADU, design-build vs handyman), with seasonal pacing baked in, not flat-spent across the year.
Learn moreWeb design for the research window
Built for the 3–6 month research journey: trust signals, before/after galleries, project-type navigation, fast estimate requests, and design-build as its own funnel.
Learn moreReview generation
Automated post-project review asks plus response management. On a high-trust purchase, reviews are the single biggest driver of GBP lead volume, and the cheapest moat to build.
Learn moreHouzz + Meta, skip the bid mills
Houzz for design-driven kitchen, bath, and addition leads. Meta for the homeowner remodel cohort. Angi and bid-mill marketplaces tend to deliver wrong-fit, price-first shoppers, so we steer firms away from them.
Learn moreThe growth lane
Additions and ADUs are the growth lane. Most firms bury them on a services page.
Three numbers explain why we build the premium-project funnel separately, not as a sub-page on a generic remodeling site.
10×
growth in ADU permits since 2017
Loosened rules turned accessory dwelling units into one of the fastest-growing categories in remodeling, led by California and spreading.
California HCD2–4×
AOV vs. single-room jobs
Pre-estimate sequences that warm whole-home and addition curiosity are where the upsell is won.
Industry benchmarks
75% / 10%
want to age in place vs. homes ready for it
Accessibility renovations, in-law suites, and ADUs are the #1 retrofit ask. Most remodeler marketing ignores this audience entirely.
AARP 2024$150k+
typical addition / ADU ticket
These projects fund a year of marketing in a single signed contract. The kitchen-table moment that closes them deserves its own landing page and ad creative.
Industry benchmarks
Design-build clients, aging-in-place homeowners, and ADU-curious owners each need their own landing page and ad creative. We build it that way.
Want a design-build funnel built for your firm?
Start with the auditThe funnel that pays the bills
Leads are the start. The funnel that decides revenue runs in the home and across the proposal.
Four numbers every firm we work with starts measuring (most never have). Improve any one of them and you'll move revenue more than a new lead source ever could.
Lead → Booked Estimate
50–70% target
How many inquiries turn into a confirmed in-home estimate or consultation. Most firms can't quote this number from memory.
Where it leaks: slow speed-to-call, no online booking, ambiguous next step on the website.
Booked → Showed
80%+ target
No-show and cancel rates eat more revenue than firms realize, and the industry talks about it less than it should.
Where it leaks: no reminder sequence, weak pre-estimate communication, no value built before the appointment.
Estimate → Signed
35–50% benchmark
Close rate on qualified estimates. Design-build and well-positioned firms sit at the top of that range; bid-mill leads drag it to the bottom.
Where it leaks: slow proposals, no design step, no follow-up cadence after the visit.
Sale → AOV
$15k–$75k
Bath and single-room jobs run lower; kitchens, additions, and whole-home run higher; ADUs run higher still. The right marketing pulls higher-AOV projects into the pipeline, not just more jobs.
Where it leaks: lead source is mismatched to ticket size, cheap leads from low-intent channels drag AOV down.
We measure these four numbers monthly with every client. The reporting alone surfaces leaks most agencies never look at.
Co-op programs
You're leaving co-op money on the table. We know exactly which programs.
Most James Hardie, Andersen, Marvin, and KraftMaid co-op and MDF dollars go unclaimed every year. Tier mechanics, qualifying ad rules, reimbursement paperwork: we've worked inside all of it. Install any of these brands? There's almost certainly money on the table.
We build co-op-compliant campaigns and help you file for reimbursement, embedded in the engagement, not a separate retainer.
How the engagement works
Your first 90 days: what we ship, what you measure.
Marketing for remodeling firms compounds. Here's what's actually happening in each phase, and the leading indicators you can watch before revenue starts moving.
Foundation
- GBP audit + optimization for every location
- Citation cleanup across the major aggregators
- Local SEO targeting for your city + adjacent zip codes
- Review generation system live, first 30 asks sent
Watch: GBP impressions, direction requests, calls from search.
Demand capture
- Google Ads live, structured around real buyer decisions (kitchen vs bath, addition vs ADU, design-build searches)
- Design-build / addition landing page + dedicated ad funnel
- Website tightened for the 3–6 month research journey
- Seasonal pacing model locked in
Watch: Booked estimates from paid, cost per booked estimate, premium-project share.
Compounding
- Local Pack movement in your city (60–90 days for real progress)
- Co-op campaigns documented, reimbursement filed
- Funnel-math reporting live: lead → booked → showed → signed → AOV
- Quarterly strategy review on the calendar
Watch: Booked-and-showed rate, close rate, AOV trend vs baseline.
Named case studies are being written up now. If you want a private walkthrough of real client numbers before they're public, reach out.
FAQ
Questions remodeling companies actually ask on the first call.
Pricing
Month to month. No long-term contracts.
We earn the next month by hitting the last one. Most agencies hide pricing behind a discovery call. We don't. Here's what remodeler engagements typically run:
per month, depending on scope. Ad spend separate.
Foundation
$2,000 / mo
Single-crew firms ready to win Local SEO and GBP.
- GBP optimization + weekly posts
- Local SEO + citation cleanup
- Review generation + response management
- Monthly leads + ranking report
Growth
$3,500 / mo
Add demand capture and design-build-specific campaigns.
- Everything in Foundation
- Google Ads management (spend separate)
- Design-build / addition landing pages + ad funnel
- Co-op campaign documentation
Multi-Market
$5,000+ / mo
Firms with multiple crews, showrooms, or expansion markets.
- Everything in Growth
- Per-market GBP + landing pages
- Houzz + Meta audiences
- Quarterly strategy review
Ad spend is billed separately from agency fees.
Send your URL. Get a 4-page audit in 48 hours.
Drop your business name and website. We'll audit your category presence (rankings, brand search, website, ad mix, GBP, and competitor positioning) and send back a written 4-page audit telling you what to fix first. No call required, no obligation.
