Today’s 35-year-old homeowner was born in 1990.
That means they grew up with the internet, hit adulthood during the Great Recession, and now juggle careers, families, mortgages, and Amazon Prime—all while Googling every decision they make.
So why are so many contractors still marketing to them like they’re Baby Boomers?
If you’re in the home services or home improvement industry, it’s time for a hard reset. Here’s how to reach the real decision-makers in today’s market—and what tired tactics to finally retire.
Meet Your New Customer: The 35-Year-Old Homeowner
- Born: 1990
- Age: 35
- Generation: Elder Millennial / Younger Xennial
- Life Stage: Likely married or partnered, raising young children, in their first or second home
- Tech Comfort: Grew up on AOL, matured with iPhones, shops via app, and Googles everything
What This Customer Cares About (Psychographics)
They’re not just “young Boomers.” They think—and shop—differently:
- Skeptical and research-driven (burned by housing crash, inflation, and hidden fees)
- Experience-focused (they want ease, comfort, and design—not just “functionality”)
- Financially stretched but value-conscious (they’ll pay—but only when it makes sense)
- Digitally fluent (they trust YouTube, reviews, and Reddit threads over sales reps)
- Time-starved DIYers (they want to fix things but rarely have time to follow through)
15 Ways to Actually Connect With Them
If you want their attention—and their business—here’s what you need to do:
- Build an online reputation through Google, Yelp, and video testimonials
- Be transparent with pricing—they hate the “call for estimate” trap
- Show before/after photos on Instagram, not just your website
- Speak their tech language—mention smart home integrations
- Highlight energy efficiency and eco-friendly options
- Prioritize design and aesthetics—ugly installs = dealbreaker
- Make communication mobile-first—text > call, online booking > voicemail
- Offer flexible financing or payment plans
- Speed matters—they won’t wait days for a quote or reply
- Use social proof with real people—videos, reviews, tagged photos
- Educate them—through blogs, reels, or email tips
- Address fears about scams and reliability
- Position services as family-friendly—clean, safe, and kid-considerate
- Make it easy—“We handle everything” is a strong selling point
- Use retargeting and remarketing—they rarely buy on the first touch
Outdated Marketing Hooks That Fall Flat
Here’s what doesn’t work anymore (and often sounds like white noise):
- “We’ve been in business since 1972”
- “Senior discounts available”
- “No job too small!”
- “Call us for a FREE estimate”
- “We treat your home like our own”
- “Your neighborhood handyman”
- “Family-owned and operated” (with no meaningful brand story)
- “Licensed, bonded, and insured” (they assume you are)
- “Ask your neighbors about us”
- “Mention this ad and save…”
- “Old-fashioned craftsmanship you can trust”
- “Satisfaction guaranteed!”
- “Serving the area for 40+ years”
- “We do it all!”
These aren’t hooks. They’re clichés. And this generation scrolls right past them.
The Bottom Line
The 35-year-old homeowner doesn’t care about how long you’ve been in business unless you can prove why that matters to them today.
They care about speed, design, tech integration, and real reviews—not folksy taglines or fridge magnet slogans.
If you’re serious about growing your home services business, stop marketing like it’s 2005—and start speaking to the homeowners who are actually making the decisions now.
