December 27, 2021

Modernize Home Services has released findings from its survey on homeowners’ plans to invest in “aging in place” improvements. More than 2,000 homeowners actively seeking contractors through Modernize participated in the study in November 2021.

A majority of homeowners – 69% – plan to explore aging in place projects across the trades for themselves, or for someone they love, in the coming year. About 63% of respondents report they will explore these home improvement projects for themselves within the next 12 months and 6% plan to do so for a loved one. These results show an opportunity for contractors to increase aging in place projects.

Homeowners expressed interest in various improvements throughout different areas of their houses:

• Walk-in tubs: 17%. 78% of these homeowners say they plan to remodel part, if not all, of their bathroom during the walk-in tub installation. 21% of homeowners selected “lifetime warranty” and 19% chose “quality design” as the most important feature of a walk-in tub. 86% of homeowners report if financing were offered they would finance some, if not all, of their walk-in tub project
• Medical alerts: 12%
• Seat within shower: 11%
• Non-slip flooring: 8%
• Stair lifts: 7%
• Ramp to doorway: 7%
• Grab bars: 7%
• Wider hallways: 4%
• Other (including windows, roofing, bathroom expansion, additional entrance, walk-in shower or new flooring): 26%

Of the homeowners who expect to pursue projects, 56% have lived in their home for more than 10 years. At least 41% have lived in their house for more than 20 years.

“There are a few projects that offer more safety and security – such as installing brighter lightbulbs – that can be done by any homeowner,” notes Gregg Hicks, vice president of Modernize. “More complex projects like walk-in tubs, stair lifts, structural adjustments, and concurrent bath and kitchen upgrades require professionals. This study identifies opportunities for contractors to capitalize on the increased demand for aging in place home improvement projects in the coming years.”

Home improvement professionals can learn more about homeowners’ aging in place project plans, priorities, financing needs, and demographics by reading the complete Modernize survey results here.