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February 7, 2005

COMMENTARY: Sisters are doin' it for themselves | More single women are buying homes, then renovating them on their own

By Laura Hnatow
Account and production manager, Imago Creative, Portland

Maine resident Kate Robinson took on her first do-it-yourself project in 1976 when her spouse proved uninterested in tackling home improvement. Together, they subsequently bought and sold a series of houses ˆ— to which she made a series of improvements ˆ— until, several years later, she found herself packing up the contents of the 3,800-square-foot McMansion she shared with her four kids and soon-to-be ex-husband. A newly single mom, Robinson in 1999 bought a 1,400-square-foot ranch in Cape Elizabeth that needed renovating. When she bought the house, she was unsure about the plumbing, but she went into it without hesitation, thinking, "I know I can do this."

And Robinson isn't alone ˆ— in Maine and across the country, more single women are buying their own homes. Nationally, more than 17 million single women own homes, according to Fannie Mae, with an expected increase to more than 30 million by 2010. That makes single women the second largest group of homebuyers, purchasing one of every five homes sold annually, according to the National Association of Realtors. While Maine statistics are hard to unearth, real estate brokers and renovators say the phenomenon is ubiquitous.

Once the first mortgage payment clears, single women are reminded that the responsibilities for their piece of terra firma include maintenance and home improvement to ensure the value of their investment. (See "Drilling down," next page.) Fulfilling those responsibilities leaves them with a choice: hire a professional or do it themselves.

Robinson, like an increasing number of women nationwide, chose the latter approach. Her previous experience was invaluable at her new home as she took on renovation projects ranging from minor electrical wiring and plumbing to designing cabinets and laying hardwood and tile floors. But when she began renovating in the late 70s, she says it was difficult to get people to take her seriously. Sales clerks would try to refer her to people who could do the projects for her. "They didn't believe that I could use a table saw or a tile cutter," she says.

At the time, Robinson's skill level wasn't enough to cut through the paradigm the home improvement industry was wed to. A pivotal moment came when she needed to rent a backhoe for a major landscaping project. The rental company didn't want to rent it to Robinson, a 45-year old woman with five home renovations projects under her belt. Wanting to avoid any additional confrontation, she sent her 19-year-old son to rent it.

Today, though, Robinson feels attitudes have changed, and places like Home Depot have figured out the value of their female customers. She says, "Now when you go to [the] Depot, there are more women there to assist customers than before." Some of the change, of course, is the result of her increased knowledge. Now when she visits tile stores, they ask her if she will contract out her services as a tile installer.

The DIY movement
Single women's interest in do-it-yourself projects originally was born of their need to improve aspects of their homes without having the money to hire someone. The popularity of the DIY approach increased in the late 90s with the plethora of media channels focused on home improvement. HGTV alone offers more than 50 different programs, the majority of which are focused on home improvement, renovation or decorating.

The most recent media entrant is Be Jane Inc., a multimedia network, online community and licensor of products and services for the women's DIY market. Be Jane strives to put a public face on the women's home improvement market and create a trusted and credible information source. Founded in 2003 in Los Angeles by the "Janes" themselves, Eden Clark and Heidi Baker, Be Jane is a response to their less than pleasurable personal experiences with the home improvement industry. "We found that it was a very fragmented market," notes Clark.

While women may embark on DIY out of necessity, continued participation in renovation projects is fueled by the interest and empowerment that results from their first project. "It's phenomenal to see what can happen when women get a little confidence," says Clark. Almost 73% of women aged 25-49 consider working on home improvement projects to be fun, according to a Roper ASW Survey for Home Depot. Eight in 10 women prefer to complete their projects themselves for the sense of accomplishment, pride and self expression they feel, as well as the financial benefits of saving money and increasing their home's value, according to the survey.

The Janes see a shift in perception taking place: Women's fear is decreasing and with that growth in confidence, women feel they can achieve anything.

Renovators and real estate brokers alike are noticing this trend and its implications on the home improvement industry. Robert Van Wert, owner of Portland Renovations Inc., a southern Maine-based general contracting company, says his primary clients for small renovation projects tend to be younger couples who are financially prepared to take on costly modern renovations. "A $15,000 bathroom or $80,000 kitchen renovation is fairly common for my clients and, I suspect, in the industry as a whole," he says.

With the annual median income of single women in Maine at $24,251, according to the 2000 census, single women are not often in the financial position to hire professionals like Portland Renovations. Compare that income figure with that of a typical Maine household ˆ— $37,240 ˆ— and it becomes clear why single women are not a majority of Van Wert's client base.

Van Wert goes on to explain, "Of my clients that are couples, women are often most involved in final decisions. From windows and flooring to lighting and design, women want to be involved in most aspects of a project."

Judy George, associate broker for ReMax By The Bay in Portland and a seven-time single homeowner and do-it-yourselfer, has more single women customers than when she first started selling Maine real estate six years ago. George acknowledges that her female clients are looking for different qualities in houses and realty services than their male counterparts. "Single women look to me for financial and legal [advice] and recommendations on renovators ˆ— the real brokerage aspects," says George. She also notes that, in contrast to men, single women are concerned about their personal safety. She found herself searching for houses with second-floor bedrooms for a single woman who had been accosted, for example.

George's DIY knowledge is a free, value-added service she offers her clients, but she finds that single women make use of it most. She offers advice on how to complete projects cheaper and hire professionals confidently. George says she understands first-hand the emotional aspect of home buying, especially for single women. "My houses and renovation projects have always been a companion for me," she says, "regardless of if I had a companion at the time."

Tool time
There are plenty of women like Robinson, who persevered when met with opposition or lack of choice in the home improvement industry. However, there are many others who would do it themselves if presented with desirable tools and alternatives from trusted brands that met their needs.

Savvy new entrants in the tool market like Barbara K and Tomboy Tools are overtly marketing to women while leaving behind the stereotype that women's products have to be pink. Their tools have equivalent power and features to others on the market but they are ergonomically more appropriate for women. The firms also are taking innovative approaches in selling to women. Tomboy Tools offers tool parties where women can get in-home demonstrations of the products. Barbara K offers an online gift registry and bundles products according to how women buy, with a Dorm Survival Kit and Craft Kit each containing the appropriate tools.

But overt marketing is not the only option. The usual suspects such as Black & Decker, Stanley Tools and Makita have taken a transparent marketing approach, offering lighter-weight products that cater to women's needs, but that don't alienate a male customer base.

Larger home improvement chains like Home Depot and Lowe's have made changes to the in-store experience by hosting flexible DIY classes, offering co-ed or women's only options. Home Depot reports that female participation in its fix-it and remodeling workshops has tripled since 1996. In addition, a few retail chains are experimenting with store design by widening aisles, installing better lighting and lowering shelf heights. These changes demonstrate the home improvement industry's recognition of women as a consumer force, but these retailers still have significant work to do in order to achieve maximum resonance with women. As Eden Clark of Be Jane says, "I believe by this time next year, we'll see a boom in this area."

Retailers also are catching on to the fact that women use the Internet as their primary source for research and guidance. To keep women coming back, they're creating online communities rich with relevant DIY content, interactive how-to demonstrations and inspiration. "We realized that women need to be able to relate to other women," says Clark. Be Jane's website offers an online DIY forum and features a "Jane of the Month" to share the success of fellow Janes.

As for Robinson, while she hasn't decided to pursue a career as a contractor, she's certainly accumulated enough tools to do so. When asked about her most prized tool, she ardently replies, "My tile cutter. It simplifies things." Like most hobbyists, Robinson's interest in tools has become addictive. She wonders if her newly acquired Sawzall may take the lead as her favorite tool. What's on her list for Mother's Day presents? "I'd like a table saw or pneumatic nailer," Robinson says. "Probably a pneumatic nailer."

Drilling down

With greater focus on their careers and personal pursuits, women of all ages are marrying later or not at all. Boomer women in particular are experiencing increased singledom as a result of divorce and widowhood and are continuing their career focus with delayed retirement. These shifts in marital status have led women to no longer associate home ownership with the institution of marriage.

Single women's focus on their careers appears to be paying off; women in this demographic are enjoying greater financial independence, earning 102% as much as single men across the full spectrum of occupations, educational levels and age, according to the Employment Policy Foundation.

As conservative investors, single women experiencing this increase in personal wealth seek a low-risk approach to making their money work harder for them. Real estate ownership yields a return that exceeds inflationary growth and provides most Americans with their primary source of net worth. With significantly less risk than the stock market and considerable tax benefits, home ownership is a no-brainer.

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