HOUZZ LANDSCAPING & GARDEN TRENDS STUDY Houzz Inc.

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1 2015 HOUZZ LANDSCAPING & GARDEN TRENDS

2 At a Glance Homeowners prioritize outdoor living and ease of maintenance Drought-related concerns and actions abound Recent home purchases trigger major outdoor projects Urbanites are embracing living walls, synthetic grass, cacti and succulents 2

3 A Personal Eden Over half of homeowners who are upgrading their outdoor spaces spend six or more hours there per week (51%). Relaxing, gardening, and entertaining are the top three uses of the space. TOP USES OF OUTDOOR SPACE* HOURS SPENT PER WEEK IN OUTDOOR SPACE* Relaxing Gardening Entertaining Family time 48% 47% 43% 65% 10+ hours 24% <1 hour 7% 18% 1-3 hours Eating 36% Playing with/ keeping pets Parking Exercising Storage Working (home office/remotely) 5% 4% 3% 24% 8-9 hours 11% 16% 6-7 hours 23% 4-5 hours *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 3

4 Substantial Backyard Upgrades The majority of homeowners upgrading their outdoor spaces are addressing their backyard (64%). The vast majority of upgrades are either substantial (58%), e.g., paving, new beds, building/upgrading structures, or a complete overhaul (29%), e.g., re-grading, terracing, re-landscaping. SCOPE OF OUTDOOR PROJECTS* OUTDOOR SPACES UPGRADED* Substantial Renovation Complete Overhaul 64% 29% 58% 13% 28% 2 20% Minor Updates 3% Backyard Front yard Entire yard Side yard Roof top 6% *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 4

5 New Home, New Garden Recent purchase of a home is the most common reason for upgrading outdoor spaces (33%), in particular for complete overhauls of outdoor spaces or structures (40%), followed by finally having the finances to make upgrades (3) and recent outdoor deterioration (29%). EVENTS TRIGGERING OUTDOOR PROJECTS* Recently purchased home Finally have the means to do it 33% 3 Outdoor features recently deteriorated 29% Recently inspired to make a change 2 Recent changes in family/lifestyle Recent damage from storm/harsh winter Plan to sell my home soon Current government incentives 5% 7% 1 16% Home Purchase as a Trigger by Project Scope 26% Minor 3 Substantial 40% Overhaul *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 5

6 Frequent Endeavors The frequency of outdoor projects varies radically by project scope. While half of minor outdoor projects (e.g., mulching, minor plantings, painting) were last completed less than five years ago, only a third of substantial outdoor projects were completed in that time frame. Complete overhauls of outdoor spaces are even more infrequent. TIMING OF LAST OUTDOOR UPGRADES BY SCOPE* 48% Minor project Substantial project Complete overhaul 33% 18% 28% 26% 24% 13% 18% 20% 8% 14% 23% 3% 9% 15% <5 years ago 5-10 years ago years ago years ago 30+ years ago *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning a minor outdoor project, a substantial outdoor project, or a complete outdoor overhaul. 6

7 A Helping Hand Three in five homeowners are enlisting the help of a professional during their substantial outdoor projects or outdoor projects requiring a complete overhaul (59%). HIRING PROFESSIONALS FOR OUTDOOR PROJECTS* 51% Landscape contractor/gardener 3 59% 19% Hiring professional help for major projects Landscape architect or designer 16% 7% 35% service providers 13% 4% 19% Minor project Substantial project Complete overhaul *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning a minor outdoor project, a substantial outdoor project, or a complete outdoor overhaul. 7

8 Budgets in Bloom Just over half of homeowners are budgeting $10,000 or more on their current or upcoming outdoor projects where professionals are involved (56%). Yet, two thirds actually spent this amount on recent projects (65%). Budgets are significantly lower in DIY projects, in part reflecting differences in scope. BUDGET AND SPEND IN OUTDOOR PROJECTS With Professional Help Without Professional Help $75,000+ 8% 11% $75,000+ 0% 1% $50,000 - $74,999 6% 8% $50,000 - $74,999 1% 1% $20,000 - $49,999 18% 2 $20,000 - $49,999 3% 4% $10,000 - $19,999 23% 23% $10,000 - $19,999 6% 5% $5,000 - $9,999 18% 13% $5,000 - $9,999 9% 8% $1,000 - $4, % $1,000 - $4,999 41% 36% <$1,000 4% 6% Budget Spend <$1,000 39% 44% 8

9 Over & Underwatered An excess or a lack of water is a major challenge facing homeowners upgrading their outdoor spaces. Homeowners in California are disproportionally affected by drought (70%), while Texans experience the opposite challenge with significant flooding (47%). TOP CHALLENGES ADDRESSED DURING OUTDOOR PROJECTS* 35% 35% 36% Urban Suburban Rural Top Challenges Drought 70% Californians Flooding 47% Texans 23% 21% 14% 2 20% 20% 11% 16% 2 18% 1 11% 8% 10% 10% 13% 6% 4% 5% 4% 5% 5% 3% 1 10% 10% Drainage/ flooding Drought/ water shortage Too much sun Erosion Rodent and other wildlife Too much shade Noise Wind Storm damage *Percentages reflect proportion of homeowners in urban, suburban, and rural areas who have completed, are currently working on, or are planning an outdoor project. 9

10 Outdoor & Low-Maintenance Living Homeowners prioritize outdoor living and beauty in their outdoor designs. An outdoor space that is easy to maintain and entertain in tops lists when it comes to function. MOST VALUED ASPECTS OF OUTDOOR DESIGN* MOST VALUED ASPECTS OF OUTDOOR FUNCTIONS* Outdoor living 67% Easy to maintain 71% Stylish and beautiful 60% Easy to entertain in 60% Reflects who I am Water-efficient Anything that adds to the resale value Bees, butterflies and birds attracting Makes a statement Eco-friendly 30% 21% 21% 20% 18% 15% Easy for the entire family to work, play, and/or be in Easy to have privacy in Easy to cook/bbq in Easy to dine in Easy to store and find things in 48% 36% 24% 11% 5% Native vegetation 11% Easy to park in 4% 8% 7% *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 10

11 Outdoor Comforts As outdoor living tops the charts in outdoor design priorities, three out of four homeowners are purchasing products to enhance their outdoor living in the course of upgrades. New outdoor furniture is a must, followed by benches and a grill. Patio heaters are especially favored in urban/suburban settings. NEW/UPDATED OUTDOOR COMFORTS IN OUTDOOR PROJECTS* 55% Patio Heaters 75% 27% 27% 1 Urban 1 Suburban 6% Rural Integrating outdoor products 15% 11% 11% 10% 7% 7% 3% 1% 1% 5% Outdoor furniture Benches Grill Built-in seating Patio heaters Hammocks Built-in storage Sink/ fixtures Fridge Pizza oven Wine cooler Warming drawers *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 11

12 Lighting Our Gardens Most homeowners who are upgrading their outdoor spaces are making changes to one or more outdoor systems and equipment (78%). Outdoor lighting is the most common upgrade, whether it is LED (28%), solar (23%), or other (17%). Surprisingly, nearly one in five homeowners is installing a rainwater harvesting system during outdoor upgrades (17%). NEW/UPDATED OUTDOOR SYSTEMS AND EQUIPMENT IN OUTDOOR PROJECTS* Sprinklers/irrigation Lighting (LED) Lighting (solar) Compost Rainwater harvesting Lighting (non-led/solar) Outdoor media Outdoor security Solar panels Greywater 29% 28% 23% 19% 17% 17% 15% 11% 5% 3% 5% 78% Making updates to outdoor systems/ equipment Rainwater Harvesting/ Greywater 19%/ Urban 14%/ Suburban 25%/5% Rural *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 12

13 Beds & Borders Nearly all homeowners are upgrading one or more elements of their landscape or grounds during their outdoor projects (95%). A third are updating their natural lawn and one in 15 is adding or upgrading a synthetic lawn. Homeowners in urban areas are more likely to install a synthetic lawn and a living wall than those in rural areas. NEW/UPDATED LANDSCAPE/GROUNDS FEATURES IN OUTDOOR PROJECTS* Beds/borders 70% Pathways Lawn - natural % Fence or property border Fire feature 2 29% Making updates to landscape features Stairs/steps Water feature 21% 21% Synthetic Lawn/ Living Wall Retaining wall Driveway Lawn - synthetic Living wall 13% 6% 4% 20% 7%/7% Urban 6%/4% Suburban /3% Rural Living roof *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 13

14 Terracing & Decking Three in four homeowners are making changes to one or more of the outdoor structures during their outdoor projects (73%). Patios or terraces are the most common updates (43%). One in four is upgrading decking. Adding or upgrading swimming pools and hot tubs is just as common in urban areas as in rural areas. NEW/UPDATED OUTDOOR STRUCTURAL ELEMENTS IN OUTDOOR PROJECTS* Patio or terrace 44% Arbor, gazebo, pergola or trellis Deck 28% 25% 73% Shed/workshop Swimming pool 10% 8% Making updates to structural elements Hot tub Carport/garage Play/climbing structure Greenhouse Guest house/in-law unit Office Sauna 7% 5% 5% 3% 1% 1% 1% Pool/ Hot Tub 6%/6% Urban 8%/6% Suburban 7%/9% Rural *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 14

15 New Surface Materials Pressure-treated lumber continues to be the top choice among homeowners working on decking (77%). For other surfaces, homeowners rely on a diverse range of materials. NEW MATERIALS IN DECK UPGRADES* NEW MATERIALS IN OTHER SURFACE UPGRADES* 77% Pavers 5 51% Gravel/crushed rock Stone slabs Pebbles/small rocks 33% 38% 36% 35% Concrete (poured) Bark chips 25% 31% Brick 16% 10% 8% Dirt 15% Sand 13% Pressuretreated lumber Composites or plastic Redwood or cedar Tropical hardwoods Aluminum Wood 13% 9% *Percentages reflect proportion of homeowners who are upgrading their deck or other surfaces (i.e., driveway, patio, terrace, or pathways) as part of the recent, current, or planned project. 15

16 Flower Power Nearly all of the homeowners are updating greenery during their outdoor projects (9) by planting perennials, shrubs, annuals, trees, and other plants. In line with the most valued design and functional aspects of outdoor spaces, the majority of new plantings are flowering and low maintenance. NEW PLANTS ADDED DURING OUTDOOR PROJECTS* 66% 54% 51% 44% 41% Perennials Shrubs Annuals Trees Ground cover 19% Cacti or succulents 4% Cacti or succulents 25% Urban 17% Suburban 16% Rural New Plant Characteristics 7 Flowering 67% Low maintenance 43% Attracting butterflies, bees, or hummingbirds 4 Drought-resistant 41% Native 41% Edible 24% Cold-resistant 18% Deer-resistant *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 16

17 Gutting Existing Lawn The vast majority of homeowners are making some changes to their existing natural lawn during an outdoor project. Among them, a third are reducing their natural lawn and 16% are removing it altogether. Homeowners in California are 2.5 times more likely to remove their lawn during outdoor upgrades than the national average. CHANGES TO THE EXISTING LAWN DURING OUTDOOR PROJECTS* Nationally California 37% 36% 39% 46% s Existing Lawn Prior to Upgrades 79% Nationally 65% California 24% 8% 16% 13% 7% 6% 11% Replanting Reducing Removing altogether Expanding No changes *Percentages reflect proportion of homeowners with an existing lawn either nationally or in California who have completed, are currently working on, or are planning an outdoor project. 17

18 Hardscape for the Lawn The top national motivations for reducing or removing existing lawns are achieving new design and reducing maintenance. Homeowners in California are twice as likely to remove their lawn and substitute it with a synthetic one out of consideration for the environment and their water bill, relative to national findings. TOP REASONS FOR LAWN REDUCTION/REMOVAL* PRODUCTS INSTALLED IN PLACE OF LAWN* 7 56% 58% 5 41% 77% 48% Hardscape Garden beds Mulch 67% 71% 56% 46% 48% 55% Achieve new outdoor design Reduce maintenance Help the environment 24% Lower my water bill 6% 18% Take advantage of government incentives Ground cover Outdoor structure Synthetic lawn 46% 5 41% 35% 8% 19% Nationally California *Percentages reflect proportion of homeowners who are reducing or removing their existing natural lawn either nationally or in California during recent, current, or planned outdoor projects. 18

19 Backyard Farm Homeowners in rural areas are twice as likely to add/upgrade one or more farm elements during outdoor upgrades than their urban counterparts (23% vs. 9%). One in 10 homeowners in rural areas is adding chicken coops and/or chickens, compared to in urban areas. ADDED/UPGRADED BACKYARD FARM ELEMENTS IN OUTDOOR PROJECTS* 11% 9% Urban Suburban Rural One or More Backyard Farm Elements 9% Urban 10% Suburban 23% Rural 6% 6% 1% 0% 1% 4% 1% 1% 4% 3% 3% 3% 0% 0% 0% 0% 0% 0% 0% 0% Chicken coop Chickens Beehive(s) Dogs (outdoor only) stalls/cages Doghouse Ducks Rabbits poultry Goats *Percentages reflect proportion of homeowners who have completed, are currently working on, or are planning an outdoor project. 19

20 Methodology 1,600 homeowners who completed an outdoor project in the past 12 months, are working on one, or plan to start one in the next six months shared their outdoor plans and progress in our online survey. The survey was sent to registered Houzz users in the U.S. and fielded in May OUTDOOR PROJECT STATUS AMONG HOMEOWNERS Currently in progress Planning to start in the next six months 31% 45% 24% Completed in the last 12 months 20