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Most American homeowners aren’t moving in 2026. Their houses and the systems within them are getting older, and rising costs are making every spending decision more deliberate.
The result is a repair-driven market led by what we’re calling the “staying-in-place” homeowner: someone reinvesting in a home they’re not leaving, on a budget that’s tighter than it was a year ago.
We surveyed 1,100+ U.S. homeowners to understand how they’re making home service decisions in 2026—what they’re planning to fix, what’s slowing them down, and what gets a Pro hired.
Key takeaways
Here are seven insights that stood out and what they mean for Pros competing in this market:
The stay-in-place homeowner is driving demand: 72% of homeowners plan to stay in their current home for the foreseeable future, and 69% live in homes 20+ years old.
The market is repair-led, not discretionary: 79% of homeowners are planning a system repair or replacement in 2026—with HVAC, plumbing, and appliance repairs leading the list, per Housecall Pro data.
Rising costs are reshaping decisions, not stopping them: 77% say they’re delaying or scaling back projects, but almost all (96%) are still planning to spend on their home this year.
The cost of delay is real: 41% have delayed a repair that ended up costing more later, with most homeowners underestimating lifetime maintenance costs.
Financing changes the decision: 62% are more likely to move forward when payment plans are offered.
Speed can win jobs at a higher margin: 72% of homeowners would pay more to resolve an emergency within 24 hours.
Repair-driven demand has predictable trigger moments: Sudden problems, worsening issues, and routine maintenance top the list of reasons for homeowners calling Pros.
1. Most homeowners are staying put—and reinvesting in the homes they’re in
Of the homeowners surveyed, 72% plan to stay in their current home for the foreseeable future. In addition, 69% live in homes 20+ years old. Together, those numbers help to explain where home services demand is coming from this year.
Since the majority of homeowners aren’t moving, spending shifts from upgrades that prep a home for sale toward repairs and maintenance that keep it livable. And when the homes themselves are aging, that work isn’t optional. Plumbing, HVAC, and roofing systems wear out on their own schedule rather than the homeowner’s. The question isn’t whether the work happens, but when, and who gets the call.
What this means for Pros: The customer base is increasingly made up of homeowners staying put and reinvesting in their current homes. This is steady work that rewards Pros who build long-term customer relationships.
2. Repairs and maintenance are leading 2026 spending
Among those surveyed, 96% are planning to spend on home projects in 2026, and 79% are planning at least one system repair or replacement. Routine upkeep and minor fixes top the priority list, followed by optional improvements, major repairs, and full system replacements.
When asked which systems they’re prioritizing, homeowners chose plumbing, appliances, and exterior work, followed by HVAC, electrical, and roofing. For those staying in place in their homes, these aren’t discretionary upgrades—they’re the systems that cause the most disruption when ignored.
Housecall Pro platform data reinforces the repair-led trend. In Q1 2026, repairs made up roughly 87% of plumbing jobs, 96% of appliance jobs, and 88% of HVAC jobs. The services homeowners are spending money on are also the ones where repair work dominates.
What this means for Pros: Demand is concentrated in the home systems where failure isn’t optional. To win, Pros must be ready to handle that volume, with things like fast scheduling, reliable dispatch, and systems that can keep up with calls.
3. Rising costs are slowing decisions, not stopping them
Of the homeowners surveyed, 77% say rising costs are pushing them to delay or reduce the scope of home projects this year. This is not a niche segment—it’s the majority of the market.
Delay isn’t cancellation. One in two homeowners still expect to spend more than $3,000 on home projects this year, and 33% expect to spend more than $7,500. Routine maintenance and unexpected repairs don’t pause when budgets tighten. And when pricing comes in higher than expected, 68% of homeowners get additional quotes before deciding, which can stretch out the path to a closed job.
What this means for Pros: Customers reconsidering timing today are likely to move forward when the need becomes urgent. Flexible scheduling, upfront pricing, and clear answers about what the job involves are what make it easier for them to say yes when they’re ready.
4. The cost of waiting is real, and most homeowners underestimate it
For homeowners staying put, every delayed repair is one they’ll eventually pay for—often at a higher price. In our survey, 41% say they’ve already delayed a repair that ended up costing more later. And the long-term cost is even bigger: a 2026 Synchrony study found that homeowners underestimate lifetime home maintenance costs by more than $250,000.
It’s a tough cycle: Homeowners delay to save money, and that delay can drive up the eventual bill. A small leak becomes a subfloor replacement. A struggling compressor becomes a full HVAC swap. The financial logic of waiting rarely works in the homeowner’s favor.
What this means for Pros: Helping customers see the cost of waiting can turn hesitation into a yes, especially when Pros lay out the trade-offs clearly and let the customer make the call.
5. Financing helps move customers forward
Despite cost hesitations, 62% of homeowners say they’re more likely to move forward with a home project when financing or payment plans are available. Synchrony also found that 7 in 10 homeowners lack adequate repair reserves, which is often the difference between a yes and a stalled decision.
Additionally, there’s a price point where DIY gives way to a Pro. In the survey, 57% of homeowners say they would hire out a job they’d otherwise do themselves at $500+, and 75% would at $1,000+. As the stakes go up, so does the need for a payment path. Financing converts that willingness into action.
What this means for Pros: Financing is most effective when it’s offered upfront, not as a last resort. Including it in the initial estimate can help close jobs faster and reduce back-and-forth—particularly on larger tickets where homeowners are most willing to hire but most likely to need help with cash flow.
6. Speed wins emergency jobs at a higher margin
When a system fails (no heat, no water, an active leak, etc.), homeowners don’t have the freedom to deliberate. They’re calling until someone picks up.
Price sensitivity drops fast in an emergency. The Pro who answers the phone and gets there quickly can win the job—often at a premium.
What this means for Pros: Emergency calls are won on response time, not price. Systems for after-hours intake, fast dispatch, and clear ETA communication help Pros capture these jobs more effectively and protect margin in the process.
7. Repair-driven demand has predictable trigger moments
Demand from aging homes doesn’t come in evenly. We asked homeowners what most often gets them to pick up the phone, and the answers line up with what platform data is already showing with repairs making up most of the work: a sudden problem (58%), a smaller issue worsening (51%), routine maintenance (47%), and planned projects (38%).
The first three are all repair work—failing systems, problems that have been brewing, or upkeep that’s coming due. That’s the story of the 2026 market: most calls happen because something has to get fixed, not because someone decided it was time to upgrade.
What this means for Pros: Each of these triggers is a different kind of opportunity, and they’re won in different ways. Sudden problems come down to speed. Whoever picks up first usually gets the job. Worsening issues go to the Pro who’s already on the customer’s radar from a past visit or from a quick follow-up. Routine maintenance and planned projects reward Pros who reach out early and put together a clear, easy-to-say-yes-to proposal. The Pros winning more work in 2026 are the ones whose marketing and dispatch are built around all four.
What this means for home service Pros
The 2026 home services market is shaped by three durable forces: aging homes that need work, homeowners staying put longer, and unavoidable system failures that don’t wait for a convenient time to spend.
Demand isn’t going away. It’s just concentrating on the trades where the work can’t wait. The Pros winning in this market aren’t the ones with the lowest quotes—they’re the ones who make it easiest to say yes to. Things like showing up fast, presenting estimates clearly, and offering payment plans can help homeowners move forward, even when budgets are tight.
Download our full report for more on how homeowners are spending this year, along with insights from other home professionals in the field.
Methodology
This report is based on a survey of 1,100+ U.S. homeowners conducted February 25–26, 2026. Respondents were adults aged 18+, pre-targeted as homeowners, and screened to confirm they are the primary or joint decision-maker for household maintenance. Results were balanced by age, gender, and region against U.S. Census benchmarks. As an online, non-probability sample, results should be interpreted directionally.
Platform data reflects Housecall Pro activity in Q1 2026. Repair-share figures reflect the proportion of jobs categorized as repair work across HVAC, plumbing, and appliance trades.
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