How do you "Do It?"
June 30, 2016
DIY vs. DIFM - 1st in a series of how consumers approach home improvement projects
Nike tells us to “Just Do It;” The Home Depot advocates “more doing.” And today’s homeowners are…just not always by themselves. Do It Yourself (DIY)? Or Do It For Me (DIFM)? Or Do It With Me (DIWM)? Or all of the above? What we’re finding is that that the type of “do it” depends on a number of factors - the degree of difficulty with the project, overall experience, level of confidence, cost, life-stage and timing. Today’s homeowners have many more options in between “let me try to figure this out” and “let’s call our guy.”
Interior painting, for example, is a low barrier home improvement activity that is attainable for many homeowners. You don’t need to be very experienced, it’s relatively affordable and, depending on the number of rooms, a project can be knocked out in less than a day. And we all can appreciate how life stage changes like a new baby quickly motivates a young couple to turn that egg shell white spare bedroom into a little princess nursery filled with hues of teaberry, lilac and violet.
When it comes to interior painting, we’ve uncovered key differences between the DIYer and the DIFMer: