The home improvement industry is booming—and it’s not slowing down. From DIYers to professional remodelers, homeowners are investing in upgrades that add value, style, and functionality to their homes. For media advisors, this presents an opportunity to help local home improvement businesses connect with customers through engaging display and native content on our online news sites. Local readers to our news sites trust the content we publish. Being associated with our news sites helps the advertiser build trust with their consumers.

Industry Overview

Home improvement includes remodeling contractors, landscapers, roofing, windows, painting, decking, flooring, home automation, and more. Fueled by aging homes, increased time spent at home, and rising property values, homeowners are spending more than ever, but they want to feel confident about who they hire.

Ask the Experts in the Home Improvement Industry from other Saga news markets.

Jordan Kohler – Owner, Roof Raiders – Jonesboro Right Now

Bert Singletary – ClarksvilleNow.com

Carpet Clearance Warehouse – My Keene Now

Target Audience

The typical customer is:

  • Age 35–65
  • Homeowner with mid-to-upper income
  • Often married with children or empty nesters
  • Motivated by safety, efficiency, resale value, and aesthetics
  • Research-driven and values local recommendations

This audience is more likely to read local news and take action based on stories they trust.

What Advertising Doesn’t Work

Home improvement is a relationship business—hard-sell ads don’t convert like they used to. Flashy banner ads or pushy promotions often get ignored, especially if they don’t come with education or credibility. For this reason, Native Advertising, like Ask the Expert works to help convert potential clients.

  • Is this company reliable?
  • Have they done projects like mine?
  • What do their past clients say?

What They Do Need

  1. Credibility – They need to stand out in a crowded field. The exclusivity of a feature like Ask the Expert can help them stand out.
  2. Education – Customers don’t know the difference between siding types or why duct cleaning matters—native articles are perfect for explaining this.
  3. Trust – Customers choose companies they feel like they know. Native content creates that connection. Additionally, by the association with a local news site, who readers already trust, building trust comes more naturally.
  4. Local Presence – They want to be seen as a go-to expert in their service area.

How Native Articles Help

Native articles allow your advertisers to:

  • Tell their story in a way banner ads can’t
  • Showcase expertise (e.g., “5 Signs You Need a New Roof”)
  • Educate and build trust without sounding like a sales pitch
  • Improve search visibility by appearing in a trusted local news environment
  • Extend reach through Facebook, newsletters, and carousel placements

Tips to Sell It

  • Position the article as a content marketing strategy, not just an ad.
  • Suggest story topics that align with seasonal trends or customer pain points (e.g., spring landscaping tips, energy-saving upgrades).
  • Pair the article with before-and-after photos or customer testimonials.
  • Emphasize that it’s evergreen content—they can share it forever.
  • Remind them that native content outperforms traditional ads in engagement and trust.

Bottom line: You’re not just selling space—you’re offering a platform to showcase their business as the trusted local expert. When you help them tell their story right, the leads follow.

Let’s help our home improvement partners build more than homes—let’s help them build their brand.

Other Resources:

Click here for over 20 articles that are relevant for the home improvement industry. ASK THE EXPERT Home Improvement . These articles can be customized and used or perfect for thought starters.

Click here for an email template for use in Rumple’s Mass Messenger. Send this email to Home Improvement clients in your Rumple database to generate leads.