Male Marketers: Remember, Women Can AND Do Change Their Minds

When times are tight, it only makes sense that we do things like taxes or home improvement ourselves, doesn’t it? Or, does it? A couple of years ago, many women may have agreed with you but times are changing and so is your average lady’s desire to pick up a paintbrush. According to a Vertis Communications study, women make the majority of home renovation decisions. And if current trends continue, they are now deciding to hire someone else to do it for them.

This same study says that 81% of Americans planned on doing a home renovation project in 2008 but only 44% wanted to perform the task themselves. That’s down 12% from 2006, where 56% of people planning home projects were going to do it themselves.

And specifically women?

The Vertis study shows that female decision-makers between the ages of 25-34, only 32% say they are likely to take on a DIY project. When compared to 59% planning DIY projects in 2006, that’s quite a change. Also showing a remarkable change are women in the 18-24 age category. In 2006, 48% of them planned on doing their own project whereas only 29% of them planned to do so in 2008.

What does this mean for you and your company?

Women want comfort and confidence when hiring companies to do work for them. Reach out to women and offer to support them in their next home improvement project. Also, don’t be condescending. Many of these women can do the home improvement projects, they just don’t want to. Become a solution, not a bigger problem.

Source: Marketing to Women Conference



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

3 Responses to “Male Marketers: Remember, Women Can AND Do Change Their Minds”

  1. Stephanie,

    As a guy… it’s quicker and often simpler to do projects with guys. While there are many opportunities out there work wise, I find that the ladies can be a little demanding at times… could you fix that, or that color isn’t what I expected… and all these changes eat away at your profit margin.

    That’s just an ‘insider’s’ tip.

    Ps – love the use of the word we here 🙂

    ‘We all know that women make the majority of home renovation decisions.’

    I wonder who we is? 🙂

  2. very interesting, the whole concept of “done-for-you” marketing is gaining lots of momentum these days 🙂

  3. […] This post was mentioned on Twitter by Stephanie Holland, estrogeno3. estrogeno3 said: RT @sheconomy Male Marketers: Remember, Women Can AND Do Change Their Minds […]

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