2012 Money Pit Media Voice of the Consumer Report

©2003 2012 Squeaky Door Productions, Inc.

©2003-2012 Squeaky Door Productions, Inc.

Page 3


Source: Google Analytics MoneyPit.com


http://www.moneypit.com/article/basement-waterproofing-tips-0

http://www.moneypit.com/blog/leslie-segrete/choosing-paint-colors-historical-homes

http://www.moneypit.com/article/attic-flooring-installation

http://www.moneypit.com/article/cheap-home-security-tricks

http://www.moneypit.com/article/curtain-rods-hang-without-drilling-holes

http://www.moneypit.com/article/home-repairs-tips-cabinet-hardware-furnaces-money-pit

http://www.moneypit.com/article/garage-conversions-spare-rooms-ideas-and-costs

http://www.moneypit.com/repair-and-improve

http://www.moneypit.com/article/bathroom-vent-fan-and-ventilation-best-one

http://www.moneypit.com/article/wood-deck-construction-vs-brick-patio-paving


Source: Google Analytics MoneyPit.com


http://www.moneypit.com/article/cost-gutter-guards-are-they-worth-it

http://www.moneypit.com/ideas-and-solutions/green-home-saving-energy

http://www.moneypit.com/article/garage-heating

http://www.moneypit.com/question-and-answer/green-mold-basement

http://www.moneypit.com/product-reviews/most-energy-efficient-water-heater-available-now

http://www.moneypit.com/ideas-and-solutions

http://www.moneypit.com/article/how-install-porch-columns


http://www.moneypit.com/article/kitchen-remodeling-cheap

http://www.moneypit.com/tip/clean-ceramic-tile-floors-vinegar

http://www.moneypit.com/article/home-cooling-tips-summer

Source: Money Pit Contact Analysis 2012

Flooring

Plumbing

Walls & Ceilings

Windows & Siding

Roofing

Insulation & Ventilation

HVAC

Kitchen & Bath

Painting & Staining

Mold

South National Avg

Flooring

Plumbing

Walls & Ceilings

Windows & Siding

Roofing


HVAC

Kitchen & Bath

Painting & Staining

Mold

West National Avg

Flooring

Plumbing

Walls & Ceilings

Windows & Siding

Roofing


HVAC

Kitchen & Bath

Painting & Staining

Mold

Northeast National Avg

Flooring

Plumbing

Walls & Ceilings

Windows & Siding

Roofing


HVAC

Kitchen & Bath

Painting & Staining

Mold

Midwest National Avg


2003

2004

2005

2006

2007

2008

2009

2010

2011

Will this save me energy?

2003

2004

2005

2006

2007

2008

2009

2010

2011

Is this project worthwhile?

2003

2004

2005

2006

2007

2008

2009

2010

2011

How can I clean X?

2003

2004

2005

2006

2007

2008

2009

2010

2011

Which type of product is best for my job?

In the current environment

of “repair and replace” this

is a less urgent question.

You don’t need to ask if

it’s worthwhile to fix a leak

Not a lot of change, year to year. Homeowners still need a trusted third party endorsement.

Fewer tax credits, combined with greater awareness , are reducing these questions overall, although still strong in some categories

Brands have also come a long way in making products that are easy to maintain.

2003

2004

2005

2006

2007

2008

2009

2010

2011

Is this OK from a safety standpoint?

Brands have

come a long

way in making

products

easier to

install.

2003

2004

2005

2006

2007

2008

2009

2010

2011

How to do a project?

Recessionary sweat equity definitely drives more DIY projects, but many of these questions pertain to pro handled jobs. Consumers want to be prepared to understand the installation



7%

23%

51%

19%

West South Midwest Northeast

Three peaks for flooring related questions: February, May and October

2004 2005 2006 2007 2008 2009 2010 2011

Following a short recession fueled dip, questions related to flooring projects are again on the rise,

especially in the South and Southeast.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec



• How To Install Ceramic Tile

• Repair Refinish Garage Floor

• HardiBacker Installation

• How To Install Wood Flooring

• How To Remove Carpet

• Matching Old and New Flooring

• Proper Underlayment for Different Types of Flooring

• Heating Tile Floor

How to fix a problem?

• Solving a Cold Floor

• Fixing Squeaks

• Repairing Sloping Floors

• Best Way to Get Paint off a Concrete Floor

• Repairing Damage (scratches, fading, etc)

• Vinyl Floor Repair

Which type of product is right for my job?

• Laminate vs. Vinyl vs. Engineered Hardwood

• Cork Floors: Good for Bathrooms?

• Best Choice for Kitchen Floor?

• Hardwood Floors: How to Refinish, Install

• Allergy Free Carpet Options

How can I clean X?

• Carpet Cleaning (especially pet stain odor removal)

• Keeping Grout Clean in Tile Floor

How to do a project?; 38%

How to fix a problem?;

28%

How can I clean X?;

16%

Which type of product

is best for my job?;

16%

How should I work with a contractor?;

1% Is this project worthwhile?;

1%

0% 50% 100%

2004

2005

2006

2007

2008

2009

2010

2011

Women Men


10%

31%

46%

13%

West South Midwest Northeast2004 2005 2006 2007 2008 2009 2010 2011

We include all a repair and replacement related questions in this category. Bathroom remodeling

projects are handled in a separate category Many homes in the South and Southeast are at the age of

needing plumbing replacements and repairs.

About two thirds of our questions come from men in this category

Three peak times for plumbing related questions: Mar, July and Oct




• Pumping Septic Systems Slow Drains

• Slow Hot Water in Shower

• How to Fix Water Hammer

• Tile Shower Leaking; Toilet Leaking

• Funky Taste from Tap Water

• Toilet Won't Flush

• Toilet Making a Fog Horn Sound; Toilet Whistles

• How to Remove Plastic Toilet Flange?

• Pin Hole Leaks in Copper

• Low Water Pressure

• Clogged Pipes

• Garbage Disposer Clogged

• Drain Clog

• Washing Machine Drain Leaks

• Dishwasher Not Draining Cleaning Properly


• Water Softener: Does it work on PVC?

• Best Kitchen Faucet

• Water for My Utility Sink in Shop

• Water Supply from Well

• Below Grade Toilet Installation

• Water Saving Toilet

• Space Saving Bath Fixtures

• Broken Washer Hose – Best Replacement


• How Where to Shut off Home Water Supply

How to fix a

problem? 63%

How to do a

project, 18% What type of

product is best

for my project?

5%

How can I

clean X 4%

Is this project

worthwhile ?

4%

How do I avoid

X? 3%

Is this OK from

a safety

standpoint? 2%

When should X

be replaced?

2%

0% 50% 100%

2004

2005

2006

2007

2008

2009

2010

2011

Women Men


Interest in discretionary decorating and projects have declined during the economic slowdown.

Questions from the Northeast dominate, especially related to updating older ugly wall treatments.

Questions from women are on the increase, often related to cleanability and fixing stains or nail pops.

Three peak times for Walls & Ceiling questions.

2004 2005 2006 2007 2008 2009 2010 2011

6%

45%

27%

21%





• Mold Mildew Removal, Repair

• Repair Cracks in Sheetrock

• Crumbling Cinder Block Walls

• Water Damage on Ceiling

• Textured Wall Repair

• Repair for Rough Walls: Skim Coating vs. Skinning

• Repair Plaster Ceilings

• Repair Smoke Damaged Walls Remove Odor


• Picking Paint Sheens

• How to Properly Hang Art

• How to Install Shelving

• Garage Wall Help

• How to Remove Wallpaper Border

• How to Remove Texture Popcorn Walls Ceilings

• How to Paint Paneling

• Soundproofing Walls

• Drop Ceilings How to Replace Update


• Best Paint for Bathroom

• Insulating Paint Additive

• Types of Synthetic Materials

• Wallpaper: Trendy or Outdated?

• Batten Strip Removal

• Joint Tape

How to fix a problem? 45%

How to do a project? 37%

Which type of product is best

for my job? 10%

How can I clean X? 6%

How do I avoid X? 2%

0% 50% 100%

2004

2005

2006

2007

2008

2009

2010

2011

Women Men


This big ticket replacement item had showed some decline as homeowners put off spending until

absolutely needed. In the South, that time has arrived, with most questions coming from that

region in the last 18 months.

Windows & Siding questions peak during the warmer months

2004 2005 2006 2007 2008 2009 2010 2011

13.2%

17.1%

50.0%

19.7%





• Water Stained Windows

• Water Coming in Windows

• Fix Fogged Windows

• Tiny Black Spots on Siding

• Vinyl Siding Warped

• Rotted Window Sills


• Replacement Windows

• Vinyl vs. Fiberglass Windows

• Window Films, Solar Shades – Do They Work?

• How Long Does Hardiplank Last?

• Best Way to Lock Windows

• Synthetic Trim

• Tubed Skylights – Do They Work?

• Best Window for Basement


• Weather Stripping for Drafts

• Is Window Replacement DIY?

• Window Treatments

• Can Vinyl be Painted?

• Draft Proofing Windows in Apartment

How can I clean X?

• Cleaning Siding

• How to Remove Algae


• Replacement vs. New Construction




for my job? 16%



4%


3%

When should X be replaced?

1%

0% 50% 100%

20042005200620072008200920102011

Women Men



2004 2005 2006 2007 2008 2009 2010 2011

Roofing got hot again in 2011, when we took a lot more questions than 2010.

That’s because replacing a roof becomes mandatory at some point.

Most roofing projects are done during the summer months, although the

project questions start coming in during Q1. Q3 is a lot of repair questions.

9%

19%

39%

33%




How to fix a problem?;

33.3%

How to do a project?; 26.1%


for my job?; 24.6%

How can I clean X?;

7.2%

Is this project worthwhile?;

5.8%

Will this save me energy?;

2.9%


• Best Shingles for Windy Area

• Metal Roof – Worth it?


• How to Vent a Roof

• Ice & Water Shield – How Far Up Roof

• Roof Recoating

• New Roof – Remove Old First?


• Leaky Roof Repair

• Roof Sheathing Rotted Moisture

• Gutter Issues

• Fix Flat Roof Leak under A C


• Roofing Repair vs. Replace

How can I clean X?

• Clean Algae From Roof

0% 50% 100%

2004

2005

2006

2007

2008

2009

2010

2011

Women Men


Insulation questions are on the rise, related to low cost energy efficiency improvements. We get

more questions from where temperature extremes are greatest:

the Midwest and the South

Project questions peak in advance of cooling and heating seasons

2004 2005 2006 2007 2008 2009 2010 2011

9%

29%

50%

13%






• Attic Insulation

• Attic Ventilation

• Roof Ventilation

• Insulation in a New House

• Insulation Vs. Metal Roof


• How to Store Insulation Bats During Remodel

• Insulating Crawl Space

• Old Siding: How to Insulate Behind

• Insulating Manufactured Home

• Further Insulation of Sun Room


• Attic Moisture




for my job? 15%


10%


4%

Is this OK from a safety

standpoint? 3%


How should I work with a contractor?

1%

0% 50% 100%

2004

2005

2006

2007

2008

2009

2010

2011

Women Men


After a softer prior year, HVAC related questions have increased, mostly from the South.

Not surprisingly, seasonality of questions points to mid winter and summer peaks.

2004 2005 2006 2007 2008 2009 2010 2011

8.6%

19.8%

51.9%

19.8%




• Heat Pump Thermostat

• Furnace Fan Blower

• Radiant Hydronic Heating

• Geothermal Heating Install Cost

• Best Filters for HVAC

• Propane Cheaper than Electric?

• Mini Split Ductless in Basement

• Ductless vs. Central A C

• Do Hybrid Systems Work

How to do a project? (In this category, many questions related

to working with professionals)

• How to Set Programmable

Thermostats for Heat Pumps

• Wall Heater Thermocouple Replacement

• Balancing an HVAC system

• Furnace Preventative Maintenance


• Mold in A C Unit

• Why Temp Higher Than Thermostat


• Energy Efficiency with HVAC system

• Closing off Unused Room for Savings

• Ceiling Fan – Which Way Should Blades Spin?

• Whole House Dehumidifier – Operating Cost

Which type of product is

best for my job? 25%


26%



15%


9%

When should X be

replaced? 7%

Is this OK from a safety standpoint?

1%

0% 50% 100%

2004

2005

2006

2007

2008

2009

2010

2011

Women Men



Kitchen & Bath questions were most common during the first half of the year,

with some pre holiday questions popping up just before the guests arrive.

Many kitchen & bath projects are

discretionary, and therefore have

been fewer in the last 24 months

Questions are generally pretty evenly

split between men and women

There are more questions from the

Northeast and South than other regions


0% 2% 4% 6% 8% 10%

2004

2005

2006

2007

2008

2009

2010

0% 20% 40% 60% 80% 100%

2004

2005

2006

2007

2008

2009

2010Women

Men

0% 20% 40% 60%

Northeast

Midwest

South

West



• Reface or Replace Kitchen Cabinets

• Appliance Store Extended Warranty – Good?

• Green Kitchen Remodeling – Options

• How to Improve Bath Ventilation

• Best Choice for Kitchen Flooring


• Managing Kitchen Remodeling

• Tiling over Sheetrock in Kitchen and Bathroom

• Building Kitchen Backsplash

• Replacing Range Hood

• Replacing a bath fan

• Changing Faucets

• Adding Lighting in Kitchen

• Finding Untapped Storage Space


• Dishwasher Has Bad Odor

• Troubleshooting Uneven Oven Temp

• 1950's Hotpoint Range

• Remove Burn Spots on Electric Stovetop

• Finding Leak in Tile Shower

• Funky Taste from Tap Water

• Stopping Mold in Bathroom

• Fix Low Water Pressure at Some Fixtures

How can I clean X?

• How to Clean Granite Countertops



Which type of product is

best for my job? 13%


How should I work with a contractor?

2%


2%

When should X be

replaced? 2%

Which type of tool is best for my job? 2%

2003

2004

2005

2006

2007

2008

2009

2010

2011

Women Men


This category has shown some slowdown since 2009, but homeowners are still keen to find inexpensive

ways to update décor

Painting and staining were more likely to be done in the spring and summer.

2004 2005 2006 2007 2008 2009 2010 2011

9%

22%

48%

22%





• Best Paint for Garage Floor

• Crown Molding Color

• Paint Sheens – Where to Use What

• Decorative Faux Painting


• Painting Cement Blocks in Basement

• Crown Molding Color

• Painting Over a Top Coat of Paint

• Painting Over Stripes

• Painting Over Rust

• Paint Removal from Brick Fireplace Surround

• Covering Deep Wall Colors with New Paint

• Ceiling paint techniques and finishes

• Prep Old Deck for Stain

• Staining a Fence – How to

• Painting Rug Pattern on Patio


• Lead Paint Poisoning

• Exterior Trim Paint Peeling

• Removing Paint Stain

• Seal Rust Nail Stains on Cedar Siding

• Remove Wallpaper Glue



for my job? 30%




2003

2005

2007

2009

2011

Women Men


Seasonality in mold questions varies year to year, following most weather patterns.

10%

27%

35%

27%


Mold is a big issue everywhere, although we get fewer questions from the Northeast,

where homeowners have been dealing with it longer .

2004 2005 2006 2007 2008 2009 2010 2011



How can I clean X?

• Remove Algae and Mold on Roof

• Cleaning Moldy Grout in Bath

• Removing Mold, Mildew, Algae

• Mold Growth on Furniture and Cupboards

How do I avoid X?

• Avoiding Mold

• Reduce Attic Moisture Mold


• Mold Inspection for New House


• My Basement is Leaking

• Mold in A C Unit

• How to Fix a Flooded Moldy Crawl Space

• Identifying Mold

• Is this a Mold Toxic

• Testing for Mold

• Mold in Fiberglass Insulation

• Mold on Basement Wall

• How to Clean Small Moldy Spots

• Artillery Fungus on Vinyl Siding

• Mold in Closet on My Clothes

0% 50% 100%

2004

2005

2006

2007

2008

2009

2010

2011

Women Men

How can I clean X? 44.7%


23.7%

How do I avoid X? 15.8%


for my job? 10.5%

How to do a project? 2.6%


• Natural Non Toxic Wood Stain Coffee Berries And More

• Basement Waterproofing Tips

• Choosing Historical Paint Colors Colonial Present

• Attic Flooring Installation

• Garage Conversions: Spare Rooms Ideas and Costs

• Cheap Home Security Tricks

• Wood Deck Construction vs. Brick Patio Paving

• Bathroom Vent Fan and Ventilation: Best One

• Air Conditioning Options: Central Ductless or Through Wall

• Tip: Clean Ceramic Tile Floors With Vinegar

• How Install Porch Columns

• Cost of Gutter Guards: Are They Worth It?

• Kitchen Remodeling Tips

• Home Warranty Advice: Worth the Money?

• Repair and Improve Landing Page

• Ideas and Solutions Landing Page

• Curtain Rods: Hang Without Drilling Holes

• Product Reviews: Trane CleanEffects Electronic Air Cleaner

• Question and Answer: Penny Stain

• Home Cooling Tips Summer

http://www.moneypit.com/article/natural-non-toxic-wood-stain-coffee-berries-and-more

http://www.moneypit.com/article/basement-waterproofing-tips-0

http://www.moneypit.com/article/choosing-historical-paint-colors-colonial-present

http://www.moneypit.com/article/attic-flooring-installation

http://www.moneypit.com/article/garage-conversions-spare-rooms-ideas-and-costs

http://www.moneypit.com/article/cheap-home-security-tricks

Wood Deck Construction vs. Brick Patio Paving

http://www.moneypit.com/article/bathroom-vent-fan-and-ventilation-best-one

http://www.moneypit.com/blog/money-pit-team/air-conditioning-options-central-ductless-or-through-wall

http://www.moneypit.com/tip/clean-ceramic-tile-floors-vinegar


http://www.moneypit.com/article/cost-gutter-guards-are-they-worth-it

http://www.moneypit.com/article/kitchen-remodeling-tips-easy-and-affordable

http://www.moneypit.com/article/home-warranty-advice-are-they-worth-money

http://www.moneypit.com/repair-and-improve

http://www.moneypit.com/ideas-and-solutions

http://www.moneypit.com/article/curtain-rods-hang-without-drilling-holes

http://www.moneypit.com/product-reviews/trane-cleaneffects-electronic-air-cleaner

http://www.moneypit.com/question-and-answer/penny-stain

http://www.moneypit.com/article/home-cooling-tips-summer


For more than a decade, our unmatched

understanding of how homes work—and

how they sometimes don’t—connects

our client partners to homeowners in

a positive, trustworthy and happy

experience.

Money Pit Media is a fully integrated radio, television, online,

video and print home solution content production company.

Leslie Segrete & Tom Kraeutler

Expert Hosts


of The Money Pit’s audience

wants to know how to fix a

problem, do a project, find a

product or clean something.

87%

ask hosts Tom & Leslie which

products they should buy. 13%

5/26/2012

“I thank you so much for the information on

our bathroom, by the way, which is now gorgeous.

You did say get tiles, and, oh boy, did I”

- Mary Ann, NJ

Y’all have given us so much help with our

post-hurricane projects.” Mary – FL – 4/14/12

“Tom--As always, you were right on the money. Thank

you for that helpful response! I tune you in on Sat.

morning, MST, and love waking up to your program.

Sandra – KA – 2/13/11

“I wanted to let you know I love your show! You

have taught me a lot and I have stopped the leaking in

my basement the easy way by improving my with slope

and drainage” Jeff – WA – 1/1/12

“Your answer makes a lot of sense. Well, I sure love your

show. You have a lot of useful information on it.”

Brian – 12/3/12 - TX

“Much appreciation for the advice on my basement water problem. The basement

waterproofing company scared me enough to purchase a $14,000 system that

simply wasn’t necessary. You gave me the courage to threaten binding arbitration.

Long story short, they offered me a refund of $9,400! You two were EXTREMELY

helpful and I can’t thank you enough for your excellent advice.”

“Well, now you want to come and put the windows in

for me? You’re so good at it!” Rosie – NY – 8/11/12

“I found your great show while waiting for the Steelers game

to start. I may have to skip the rest of the season.” -

Thomas – Sarver, PA – 12/2/11

“I thank you so much for the information on our bathroom, by the way, which is now gorgeous.

You did say get tiles and, oh boy, did I” Mary Ann – NJ – 5/26/12



Age Range:

63% percent are in the prime

remodeling ages:

25-54 years old

72% are in the 35–64 age range

48% are in the 45–64 age range

93% own their own homes

are female 43%

have children under 18 36% Source: Homeowner data from Consumer Specialists national study, Money Pit data from

Money Pit Contact Analysis 2012

They are active home improvers


Source: Homeowner data from Consumer Specialists national study, Money Pit data from Money

Pit Contact Analysis 2012


Top 25; 6.85% 26-50;

8.03%

51-100; 14.13%

101-200; 21.84%

201+; 14.35%

Unrated; 34.80%

of the audience is

from the

top 50 U.S. Markets

29%

“The good news for advertisers is that the talk radio

audience is relatively affluent*

Audience over-indexes with High Income Homes

Adults 18+ HHI $150,000+**

Source: * Pew Project for Excellence in Journalism

** Doublebase 2011/RAB/A18+ Listeners of News/Talk Radio – Weekly Cume

"The Money Pit is an excellent example

of compelling, interesting programming

that people can hear on TuneIn beyond the music, news and

sports they have come to expect from our service".

"Their award-winning shows on home improvement

enhance the TuneIn listening experience and we are happy

to have aligned with them.“

- Kevin Straley, Vice President, Programming at TuneIn.

• Nearly half (47%) of all respondents considered or

purchased products recommended by their favorite radio

personalities;

• More than half (51%) considered or purchased a product

advertised during their favorite personality’s show

The Power of Radio

Source: Annenberg School for Communications & Journalism


• Twitter – 42,000 + followers @moneypit

• “Re-Tweets” have reached more than

700,000 people for individual posts.

• Pinterest is driving close to 400,000 page

views in 2012

Sources: Money Pit Contact Analysis 2012, Google

Analytics.

o Almost one million consumers visited MoneyPit.com in the last 12

months. 92% were new visitors.

o 500,000 page views per month

o 250,000 podcast downloads.

o 70,000 e-newsletter subscribers.

• Facebook: 37,000+ fans with reaching

a total network of 250,000+ fans.

• Facebook posts exposed to over

400,000 likes direct and as a part of

their network

Social media reach is expanding by approx 100,000 touch points monthly


If you have any questions or comments, we’d love to

hear from you!

Ready to learn more? The Money Pit will leverage our

multiple platforms to create custom marketing

solutions specific to your needs and goals.

Sales and Management Office Warren Banholzer, Executive Vice President/Sales Tel: 914-633-3555 Email: [email protected] Money Pit Media 304 Roosevelt Avenue, Suite 1 Oakhurst, NJ 07755 Tel: 732-531-3300 Email: [email protected]

2012 Money Pit Media Voice of the Consumer Report

Self Improvement

Transcript of 2012 Money Pit Media Voice of the Consumer Report