What Homeowners Want in January - Trader Insights
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What homeowners want in January – Trade business insights

As we move into the new year, what jobs are top priority for homeowners? And which trades can expect a busy spell ahead? Every month, we dip into our historical search data to answer these exact questions, and give a flavour of seasonal trends to look out for. What's coming this month?

Using search data to benefit your business

Another new year, and 2024 gives a fresh opportunity to get organised and implement some forward planning to help your business thrive.

You’ll be pleased to know we have a monthly post to give an insight into what homeowners are searching for. It is a great tool to help tradespeople predict demand for the month ahead, which can assist with your business planning and resourcing.

We don’t have a crystal ball, but we do have access to historical data that gives us a good steer as to which trades and what projects might be in high demand this January.

Data from the #1 trade directory

The all-important data comes from the Checkatrade website. We look at homeowner searches on Checkatrade during comparable periods in previous years.

Best of all, you don’t have to wade through the data to make sense of it, we’ve done that bit too. So sit back, grab a cuppa, and let’s see which tradespeople might be rushed off their feet, what type of projects they’ll be doing, and most importantly, how to use this data to benefit your business.

Homeowners are looking on our leading directory for your services

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Which trades could see an increase in demand in January?

Without further delay, these are our predictions for January 2024 based on Checkatrade search data.

Based on average search data from homeowners on the Checkatrade website between December 2022 and January 2023, we predict there could be an increase for the following trades this new year:

  • Window cleaner – up 96%*
  • Fascia/soffits/guttering – up 66%*
  • Fencing/gates – up 55%*
  • Painter/decorator – up 55%
  • Tree surgeon – up 42%

If you specialise in any of these home improvement trades, you can expect to be exceptionally busy during January if these figures are anything to go by. The new year is usually a time for a fresh start, and that tends to go with homes as well.

Keep reading to find out what tips and tricks you can use to make the most of this predicted increase in demand.

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Expect a certain number of leads throughout the year with fixed term membership

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What projects might homeowners look for in January?

We also took a look at what projects homeowners might be looking to complete in 2024, based on our historical data from December to January last year.

So what sort of projects might homeowners be keen to strike off the to-do list this month?

Roofing repairs – up 65%*

Often following a patch of stormy weather, January tends to show an increase in job searches for roofers. The start of 2024 is no exception, with a number of storms affecting the UK.

As we head into January, homeowners are likely looking for ways to fix and secure their homes. Arguably the best place to start is at the top, which is why roofing repairs will likely see a surge in interest this month.

If you’re a roofer, here’s what you need to do:

  • Already a Checkatrade member? Log in to your Checkatrade profile and make sure it’s optimised for search. This means making sure you give your business the best possible chance of standing out. Check your details are present and correct, upload reviews from happy customers, and add before & after photos of recent installations.
  • Not yet a Checkatrade member? Don’t worry, we can still be friends. Click here to start our checks so we can welcome you on board as a Checkatrade member. Those homeowners searching for roofers like you are looking for your services on our directory. What’s stopping you?

Extensions/Conversions – up 205%*

two storey extension

As the cost of buying a new home continues to rise, homeowners are looking more at improving rather than replacing their spaces.

Showing a substantial increase of 205% searches from December to January last year, builders could again see a big interest in extension/conversion work. Equating to around 77,000 people expressing interest through our site, that’s a lot of large jobs that homeowners could be considering for the start of 2024.

If you’re a builder on Checkatrade, speak to our team to find the best membership for your business. 

Get more work coming your way

Expect a certain number of leads throughout the year with fixed term membership

Tell me more

Chimney repair – up 107%*

As well as fixing roofs following storms and bad weather, homeowners could also be looking to fix their chimneys at the same time. January appears to be a popular time for homeowners wanting to secure their chimney, with a 107% increase in searches on Checkatrade between December ’22 and January ’23.

If your business specialises in building or roofing work, check your Checkatrade profile to make sure it’s optimised for search. That is, helping to make sure your business appears high up in the results when homeowners search for your services.

A strong profile is also important for enticing customers to make that call when they open up your business profile. Here are our top tips for creating a Checkatrade profile that stands out.

Not yet a Checkatrade member?

Click on the button below to start our checks.

Homeowners are looking on our leading directory for your services

Join Checkatrade to get a slice of the action

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Shower installation – up 37%*

Moving from external jobs to internal, Checkatrade homeowner search data suggests a 37% rise from December to January in the last calendar year. This indicates that plenty of homeowners are keen to get this job off their list, maybe looking to get their house looking ‘ship-shape’ before putting it on the market in spring.

If you’re a plumber, cash in on this expected increase in demand by doing the following:

  • Make sure you’re on Checkatrade. Click on the button below to start our checks to become a checked and approved member.
  • Already a Checkatrade member? Log in to your profile, check your details are correct, upload customer reviews, and add photos of your recent work.

Get more work coming your way

Expect a certain number of leads throughout the year with fixed term membership

Tell me more

EICR Safety Checks – up 41%*

Last but not least, electricians could see an increase in search volume for EICR safety checks if 2023 was anything to go by.

With month-on-month rise of 41%, equal to about 18,000 monthly searches on the Checkatrade site during January, homeowners are looking to get their home safe and secure as we move into 2024.

If you run an electrical business, or work as a contractor, you know what to do. Those homeowners are searching for skills just like yours on the UK’s leading trade directory. Of course they are.

To make sure your business is found, join Checkatrade today. 

Homeowners are looking on our leading directory for your services

Join Checkatrade to get a slice of the action

Start the checks now

How to use our demand data to your competitive advantage

In summary, here’s how all this number crunching can help your business start 2024 with a bang.

1. Join Checkatrade

These incredible search volumes are from our website. It’s where homeowners come to find trusted, quality tradespeople every day.

Did you know?

8 out of 10 people would choose a trade endorsed by Checkatrade compared to one that isn’t**.

So if you’re not on Checkatrade, you could miss out on those 8 out of 10 homeowners who look to Checkatrade for that trust check. Not to mention the additional member benefits, including hundreds of pounds worth of exclusive discounts on business essentials such as fuel, insurance, tools, and workwear.

Homeowners are looking on our leading directory for your services

Join Checkatrade to get a slice of the action

Start the checks now

2. Already a Checkatrade member?

Follow our expert tips to make sure your Checkatrade profile is strong and can be easily found when homeowners search our site looking for your services.

*User search data for trade categories on checkatrade.com in the month of January 2023

**Claims are sourced from a survey conducted by Deep Blue Thinking on a nationally representative UK sample in November 2021.

Homeowners are looking on our leading directory for your services

Join Checkatrade to get a slice of the action

Start the checks now

Content disclaimer: This content has been created for general information purposes and should not be taken as formal advice. Read our full disclaimer here.

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