Purchasing a home is both exciting and stressful. Whether remodeling an older home or saving up for unexpected repairs, Americans are spending an average of $6,649 a year on home improvements 1. Purchases as emotional as personalizing one’s home need a platform meant for discovery to fuel decision-making. Read on to learn how eBay reaches the handy homeowner and what it means for your brand.

Meet Hank, the Handy Homeowner

Millennials, those between the ages of 23 and 38 2, plan to spend as much or more on home improvements in the coming 12 months as they did in 2018 3. Take Hank for instance, eBay’s Handy Homeowner persona. He is an older millennial and a foodie. Hank shops on eBay for the latest kitchen appliances and smart home technology. Hank and millennials like him, want to make the most of their home without breaking the bank. And they want to connect with brands who understand that as new homeowners, they don’t have decades worth of savings to make home improvements. 

There are 2.7 million handy homeowners on eBay 4. Handy homeowners prefer dirtying their hands during the renovation process as compared to their baby boomer parents.

“Most millennials have had to compromise on the size and condition of their starter homes, with many purchasing older homes in need of repair just to be able to afford homeownership.” – Home Advisor True Cost Report 5

Home restoration related products are purchased on eBay every second. With spring just a few days away, eBay receives an 81% increase in “Yard, Garden & Outdoor Living” purchases.

Home Improvement in an Omnichannel World

Retailers are relying on an omnichannel approach to reach their target audience. From brick and mortar marketing tactics to building compelling stories on social media, brands want to create a continuous experience for their customers. This also extends to the platforms they choose to advertise on.

Effective continuity can only be achieved on platforms with high engagement. Most e-commerce platforms are far too transactional to inspire shoppers. Shoppers log in to fulfill their everyday shopping needs and log out once their cart is completed.

eBay owns the inspired marketplace with shoppers spending 34% longer on eBay than on Amazon (9.1 min vs 6.8 min) 6.

Shoppers go past the initial page to discover more. To capitalize on the powerful connection people have with their homes, brands must link emotional creative with inspired marketplaces. The more engaged the shopper, the more connected they will feel to brands that are integrated on the platforms they are on.

Learn more about eBay’s handy homeowners. Contact our ad sales team.

  1. Home Advisor True Cost Report, 2018.
  2. Pew Research, 20192018.
  3. Home Advisor True Cost Report, 2018.
  4. eBay 1st Party Data, 3/18-6/18.
  5. http://www.residentialdesignmagazine.com/15027/survey-shows-millennials-growing-impact-2/.
  6. comScore Media Metrix. Media Trend Report Jan 2018 to Dec 2018.

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