HomeStars September 2021 Reno Report (n=1,103, Angus Reid Forum): >98% of Canadian homeowners read reviews before making a purchasing decision

Claim: HomeStars' September 2021 Reno Report found that more than 98% of homeowners read reviews before making a purchasing decision.

Methodology: survey conducted July 19–24, 2021 with Angus Reid Forum, n = 1,103 Canadian homeowners.

Source: HomeStars press release via Newswire.ca, September 29, 2021.

Confidence: Verified.

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.

Implication for Candid renovator clients

Reviews 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.

Cross-link: see Contractor trust signals compared: RenoMark vs BBB, HomeStars, Houzz, GuildQuality, Google reviews, BILD/OHBA/CHBA awards, Tarion/HCRA for the full stack.