As part of our feature in January's issue on how property transactions impact furniture purchases, Sophie Cork, senior strategist at Leeds-based marketing agency Boutique, which specialises in the home sector, explains how retailers can tailor their marketing campaigns to hit every stage of the customers’ home-buying cycle …
As a marketing agency specialising in working with home and garden brands, we feel the impact of a changing housing market acutely through our clients. Site traffic rises, store footfall lifts and ultimately, product sales accelerate.
It’s no surprise that periods of higher home sales drive increased spending on home improvements, as new owners personalise and upgrade recently purchased properties. Big-ticket purchases spike – from sofas and mattresses through to full kitchen refurbs – and both big-box and independent retailers feel the benefits.
When sales targets are met, the momentum builds. Brands have more confidence and more budget to invest in advertising, and stronger visibility fuels even greater sales performance.
But what comes up must come down. When the market slows, so does spending on the home. But this doesn’t mean it stops – it simply means it changes. When moving feels out of reach, homeowners stay put and start improving what they have. Instead of full kitchens or whole-room makeovers, shoppers lean towards achievable upgrades. Paint, lighting and soft furnishings take priority, and we see brands in these spaces start to reap the benefits.
However, an uncertain market creates uncertain consumers. That nervousness often trickles straight into boardrooms, and brands pull back on advertising to focus purely on short-term sales activation. It’s a common and understandable reaction, but ultimately it could be costing brands more in the long run.
When brands disappear in quieter markets, they lose equity and share of voice just as quickly as demand softens. Then, when the market turns, they’re starting from behind. The brands that keep showing up – even at a lower spend level – protect their awareness levels, and recover faster when confidence returns.
There’s also a missed opportunity. By stepping back, brands lose the chance to reach ‘improvers’ who are buying smaller, more frequent upgrades. The smartest brands stay visible, adjust their messaging and ride the wave, instead of waiting for it to pass.
How brands can navigate the housing cycle
We’ve pulled together some top tips to help brands navigate the changes in the housing market when it comes to their marketing and communications. When the market is strong …
Push big-ticket items: Kitchens, furniture, mattresses and appliances all perform strongly when the home buying market is active.
Target home movers precisely: Use home mover data to identify households that have recently moved, or are preparing to. This audience has high intent and short decision cycles, making them far more efficient to convert.
Use contextually relevant media: During buoyant property periods, home and interiors magazine readership soars up to around 123% (GWI, 2025). Inspirational, content drives emotional engagement – and bigger basket spends.
When the market slows …
Focus on smaller, lower-cost purchases: Decor, soft furnishings, lighting and DIY refresh items take centre stage.
Champion versatility and value: Promote products that make a visible difference without a major outlay – cautious consumers need extra reassurance that their purchase will last.
Show achievable inspiration: ‘Before and after’ content and budget-friendly makeovers resonate strongly, and can trigger the start of a new project – and new spending.
Across the cycle …
Stay visible: Maintain brand presence so you’re top of mind when confidence returns.
Make bigger purchases feel safer: Finance options, flexible payments and guarantees reduce risk.
Leverage seasonal and life-stage triggers: Spring gardens, winter insulation, new babies, downsizing, home offices … all keep sales moving.
In short, follow the market’s rhythm. Sell big upgrades when people move, and small uplift purchases when they stay put. The brands that adapt their offer, messaging and media to match the mindset are the ones that stay resilient, relevant and remembered.
Read the rest of the feature here.
