These customers have 25k for home improvment today

A Predictable Purchase Pattern You Can Bank On

One of the most consistent and valuable customer journeys we’ve identified lies in the second-hand home buying market—specifically in Ireland. Buyers of 3- and 4-bedroom semi-detached or terraced houses under €400,000 in counties like Dublin, Kildare, and Meath represent a goldmine for brands in renovation, furniture, interiors, and home services.

We’ve studied these homeowners closely, and the insights are clear: when they buy a house, they don’t stop there. They invest—quickly and consistently—in upgrades. Not just surface-level changes, but high-value renovations: new floors, kitchens, bathrooms, windows, doors, and landscaping. Even better, their spending follows a clear, time-based pattern.

What the Post-Purchase Timeline Looks Like

0–3 Months Post-PurchaseThis is the “make it livable” phase. Homeowners typically start with essential updates:

• New flooring, Front and Patio doors

• Lighting fixtures, sofas, mattresses, beds, kitchen tables

• Flooring

• Carpets

• Living Room Feature Walls

• Appliances like washers, dryers, TVs

• Add-ons like kitchen islands and

• Water filtration systems
  

3–12 MonthsThe focus shifts to more significant renovations:

• Kitchen and bathroom upgrades

• Garden landscaping and patio improvements (especially in spring)

• Window replacements, insulation, and External Enhancements

• Interior styling like feature walls, bedroom panelling, and sliding wardrobesBy now, many homeowners have replenished their budget and are ready for a second wave of investment.
  

36+ Months With renewed credit capacity, many move on to larger projects like attic conversions, extensions, solar heating, quieter water pumps, and full-scale remodels.

The Numbers Don’t Lie

Homeowners in this segment spend an average of €25,000–€50,000 on cosmetic upgrades in the first 12 months. While some limit their upgrades to basic touch-ups, most invest gradually, with typical spending patterns looking like:

• €25,000 in month one

• An additional €25,000 in the first year

• Another €35,000+ in year three

  
  

How Digital-Marketing.ie Helps You Reach Them

This journey is predictable—meaning it’s targetable. At Digital-Marketing.ie, we help brands tap into this post-purchase momentum through intelligent, data-driven marketing.

We create omnichannel campaigns that:

• Identify recent buyers using our proprietary property data overlays

• Segment by budget and likely house condition

• Predict where they are in their upgrade timeline

• Trigger automated emails and mailers featuring relevant product offers
  

Whether you sell kitchens, floors, heating systems, furniture, or garden upgrades, we help you show up at just the right time.

Timing Is Everything

Too early, and you catch them mid-house hunt. Too late, and the budget’s already spent. The sweet spots?

• 0 to 6 months after purchase, when quick-win upgrades are happening

• 6 to 12 months, when phase-two projects kick off

That’s when interest peaks—and decisions are made.

Let’s Talk

At Digital-Marketing.ie, we know how to plug your brand into this powerful, proven funnel. Our tools, tech, and insights are designed to help you reach new homeowners right when they’re looking for you.

Ready to get started? Drop us a line—we’d love to show you how to turn new buyers into long-term customers.