Winning Homeowners: How Decorative Hardware Dealers Can Better Serve, Sell to, and Target Homeowners

Homeowners represent an often-overlooked yet significant market opportunity in the decorative hardware industry. For years, many hardware dealers have deliberately avoided targeting homeowners, viewing them as high-maintenance customers. However, with the right tools and strategies, decorative hardware dealers can unlock the immense potential of this underserved market. This article provides an in-depth analysis of the homeowner market and actionable steps dealers can take to boost sales and expand their reach.

The Untapped Potential of the Homeowner Market

In recent years, homeowners have increasingly turned to online platforms to shop for hardware. In 2023, online hardware stores saw a median monthly traffic of 515,000 unique visitors—a figure that continues to grow. While this market is currently dominated by national giants like Home Depot, Lowe’s, Ferguson, and Amazon, there is ample room for local decorative hardware dealers to establish themselves as key players.

Interestingly, millennials and younger generations make up over half of online hardware buyers. This demographic is entering homeownership in record numbers, and their purchasing habits highlight opportunities for local businesses. Millennials prioritize social responsibility and unique offerings, often choosing to support local companies over national chains when prices are comparable.

However, above all else, millennials value convenience. The rise of e-commerce in the hardware industry reflects this preference. These buyers expect seamless purchasing experiences that include transparent pricing, easy navigation, and quick access to product information. For decorative hardware dealers to capture this market, they must adapt to these evolving consumer expectations.

Current Barriers: How Dealers Discourage Homeowners from Buying

Despite the significant purchasing power of homeowners, many decorative hardware dealers have unintentionally created barriers that push this demographic toward national retailers. A recent analysis of 220 decorative hardware dealers revealed the following:

• 82% of dealers have websites, yet only 19% (35 dealers) display pricing online.
• Only 2 dealers make product availability visible to website visitors.

This lack of transparency undermines convenience—a factor homeowners value most. By requiring potential customers to "call for pricing" or "schedule an appointment" to check inventory, dealers effectively send homeowners to competitors like Amazon, Home Depot, or Lowe’s, where pricing and availability are instantly accessible.

Additionally, many dealers primarily focus on trade discounts for builders or contractors. Homeowners willing to pay MSRP for convenience are left with no choice but to shop elsewhere. This dynamic further reinforces the perception that decorative hardware dealers cater exclusively to industry professionals, alienating a growing segment of potential buyers.

The Key to Success: Convenience Drives Sales

To win over homeowners, decorative hardware dealers must streamline their purchasing processes and prioritize convenience. A few key changes to your business practices can make a world of difference:

1. Publish Pricing Online
   Transparent pricing eliminates a major barrier for homeowners, who often perceive the lack of pricing as a sign of exclusivity or inaccessibility.
2. Showcase Real-Time Inventory
   Visibility into product availability builds trust and confidence in your business. When homeowners know you have what they need, they are far more likely to buy.
3. Enhance Website Functionality
   Invest in user-friendly search tools, mobile optimization, and a clean, professional design to make your website easy to navigate.

Phrases like “call for price” or “schedule an appointment” inadvertently tell potential customers to shop elsewhere. By adopting customer-centric language and features, you can create a digital storefront that encourages homeowners to choose your business over national competitors.

Why Homeowners Matter for Your Business

The homeowner market is not only lucrative on its own but also offers additional benefits that extend to other key markets, such as designers and contractors. These purchasing agents often share similar habits and preferences with homeowners, including a strong preference for convenience. By investing in tools and processes that target homeowners, you simultaneously create a more appealing experience for trade professionals.

For example:

• Designers appreciate clear pricing and availability to streamline their workflow.
• Contractors benefit from the ability to quickly confirm inventory and pricing when sourcing materials.

By aligning your business with the expectations of homeowners, you position yourself as a go-to resource for multiple customer segments.

Our Tools: Bridging the Gap Between Dealers and Homeowners

To help decorative hardware dealers succeed in the homeowner market, we’ve developed a suite of tools designed to simplify the buying process and enhance customer satisfaction. Our software solutions enable you to:

• Display Public Pricing without compromising margins.
• Show Real-Time Inventory to build trust and improve customer retention.
• Integrate Seamlessly with Your Existing Systems to serve homeowners and trade professionals alike.

Our tools are designed with flexibility in mind, ensuring that your investment in the homeowner market simultaneously strengthens your ability to target designers, contractors, and other key customer groups.

Conclusion

The homeowner market is a powerful yet under-served segment in the decorative hardware industry. By addressing common barriers and embracing strategies centered on convenience, local dealers can compete with national brands and attract a new wave of loyal customers.

If you’re ready to grow your business and tap into the immense potential of the homeowner market, we’re here to help. Contact us today to learn how our software solutions can transform your business and unlock new opportunities for success.