{"id":950,"slug":"homestars-2021-reno-report-98pct-read-reviews","title":"HomeStars September 2021 Reno Report (n=1,103, Angus Reid Forum): >98% of Canadian homeowners read reviews before making a purchasing decision","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["measurement","trust-signals","lead-gen-directories","renomark","home-renovation-vertical"],"reference_body":"**Claim:** HomeStars' September 2021 Reno Report found that **more than 98% of homeowners read reviews before making a purchasing decision**.\n\n**Methodology:** survey conducted **July 19–24, 2021 with Angus Reid Forum**, n = **1,103 Canadian homeowners**.\n\n**Source:** HomeStars press release via Newswire.ca, **September 29, 2021**.\n\n**Confidence:** Verified.\n\n**Caveat:** HomeStars' earlier **March 2021 survey** (n=733, March 2–15, 2021) measured renovation intent — **these are distinct surveys**. Don't conflate the sample sizes or dates.\n\n## Implication for Candid renovator clients\n\nReviews are the load-bearing signal — they sit **above** credentials like RenoMark in the homeowner's evaluation flow. RenoMark's role is best understood as a **credentials filter that sits underneath the reviews layer**. Necessary but not sufficient.\n\nCross-link: see [[signals-comparison-renomark-bbb-homestars-houzz-googlereviews]] for the full stack.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-renomark-credentialing-program","title":"Research brief: RenoMark — the CHBA renovation contractor recognition program, with marketing implications for Ontario renovators (May 24, 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"signals-comparison-renomark-bbb-homestars-houzz-googlereviews","title":"Contractor trust signals compared: RenoMark vs BBB, HomeStars, Houzz, GuildQuality, Google reviews, BILD/OHBA/CHBA awards, Tarion/HCRA","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"rule-renomark-footer-affiliations-pattern","title":"Rule (renovator client sites): display RenoMark in the footer affiliations strip with equal visual weight to local HBA, BBB, HomeStars, Houzz","kind":"rule","scope":"business","link_type":"depends-on"},{"slug":"chba-publications-hmi-hbps-vividata","title":"CHBA flagship publications: quarterly Housing Market Index (HMI), Renovation Market Index (RMI), annual Home Buyer Preference Survey (Avid Ratings, 18,000+ buyers in 2024), Vividata Renovation Reports","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"ontario-trust-signal-hierarchy-hcra-tarion-reviews-hba-bbb","title":"Ontario buyer trust-signal hierarchy: HCRA license (mandatory) → Tarion warranty (mandatory) → online reviews (HomeStars, Google) → HBA membership (CHBA/OHBA/local) → BBB; renovation flow adds RenoMark between HBA and reviews","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"brightlocal-lcrs-2026-six-review-sources-45pct-ai-recommendations","title":"BrightLocal Local Consumer Review Survey 2026 (n=1,002 US adults via SurveyMonkey): average of 6 review sources used; 97% read reviews online; 45% use ChatGPT/AI for local recommendations (up from 6% in 2025)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-24T15:35:46.052Z","updated_at":"2026-05-24T15:35:46.052Z"}