Seven reasons why DIY-ers drop out

DIY-ers don’t always finish their jobs. A study from Spain by Home Improvement Influencer Mari Luz Santander and ManoMano identifies seven big reasons why this is the case. Mari Luz was willing to share the information with Thierry Coeman for The Hardware Journal.

Collaboration between ManoMano and BricoyDeco Home Improvement Influencer Mari Luz Santander launched her own online communication platform BricoyDeco ten years ago, www.bricoydeco.com, also more recently her own channel on Youtube, www.youtube.com/watch?v=EoAOJ-FED7A. The dynamic Spanish computer engineer from Valencia is obsessed with DIY and continuously creates valuable content for a broad target group of DIYers (from hardcore DIY to high-end decoration and design). Mari Luz stands out for her approach and mastery of numerous DIY tasks: everything she publishes has been tested by her own hands first.

Mari Luz Santander is also closely involved in the communication team of ManoMano – the internationally-known French e-Commerce operator also active in Spain – for whom she acts as an adviser. As part of this collaboration, Mari Luz compiled her experiences in a working document – entitled ‘Los 7 Errores de Bricolaje Mas Habituales’ (THE SEVEN MOST COMMON INHIBITING FACTORS IN A DIY PROJECT) – which explains why Spanish DIY-ers do not always manage to complete their projects.

The Seven most common inhibiting factors in a DIY project
The ManoMano study clearly shows that DIY remains booming in Spain: 40% of respondents confirm that their expenditure on DIY projects will continue to increase and even rise, as soon as the pandemic allows it again. However, it was also noted that not every DIY adventure goes smoothly, let alone to the very end! And there are usually reasons for this. Mari Luz Santander examined the subject in depth, from dream to execution. This resulted in the seven reasons for failure when undertaking a DIY task / project.

1 – Not calling on a professional
There are quite a few jobs that require knowledge, experience and even expertise. In many cases, projects are tackled rashly until the moment that you literally need a professional, for example, when structural changes need to be made to the building (knocking down partition walls or ceilings, replacing pipes or electrical wiring, installing a shower cubicle, carrying out renovations at great heights: installing roof windows, replacing roof tiles etc.). Lesson one: remain humble and request additional help when necessary!

2 – Lack of planning
Rash work can mean that no homework has been done beforehand, more specifically with regard to the choice of materials and the appropriate work equipment. Proper “homework” consists of four parts: task description and planning; appropriate materials; suitable tools and budgeting. The most frequent obstacles still remain: not paying attention to the instructions for use of the equipment; running out of a battery charge during drilling; using the wrong parts (unsuitable plug or anchor). Lesson two: don’t put the cart before the horse!

3 – Safety above all else
It still seems obvious and yet so many enthusiastic DIY-ers still make mistakes here: while home appears to be a safe haven, the risk factor, even with relatively simple jobs, can be reduced further with extra safety and protective equipment such as safety glasses, safety shoes, a filter mask, a helmet and the best work clothing available. Research shows that the majority of DIY accidents occur during the (inappropriate) use of a ladder. Lesson three: always have safety equipment in the budget to protect yourself!

4 – Cheap is expensive
DIY-ers usually start from the well-considered motive of saving costs and that is understandable. However, with experience, the same DIY-er will soon come to the conclusion why a specific drill costs twice as much as the one that was advertised in a retail shop that usually does not sell DIY equipment! Whoever makes the mistake of buying cheap material usually buys twice, bad material leads to bad results. The best value for money is still bought with advice and instore. Lesson four: those who make the mistake of using cheap equipment usually buy twice!

5 – Seek more knowledge
Quite a few DIY-ers turn out to be stubborn. They persevere to the bitter end, even if they hit a wall. And yet there are plenty of platforms available with advice: a DIY TV channel, Home Improvement Magazines, a testimonial demonstration on Social Media. Every DIY project deserves respect; you should try to perfect skills by gaining extra knowledge and expertise by calling in some outside digital help. Lesson five: go online and learn from others via numerous channels!

6 – Accuracy
To measure is to know! This rule applies doubly to DIY. Before you start drilling, fixing or sawing, check and measure twice, even three times. DIY is usually precision work and it is this aspect that leads to better results and not just for the novice. Lesson six: who goes slow, goes far!

7 – Enjoyment
The mother of all virtues. Take your time and interrupt the task now and then not only to take a break but also to enjoy your work of art. Lesson seven: DIY is fun and must be shared with others!

Major conclusions
DIY remains one of the most beneficial leisure activities available transforming your customer’s house into a home. The essence of DIY!
At the end of this interview, Mari Luz Santander recommends retailers and suppliers to convert weaknesses into strengths “If you are unable to compete on product or price differentiation, then focus entirely on the service proposition whilst communicating on the solutions provided by your store / team”.

“This seems rather obvious, but underpin this business model with demonstrations instore, through online tutorials and testimonials. And be aware that both retailers and manufacturers can mutually support each other”, she points out.

“Previous to their shopping trip, customers are focused on one major question: who can assist me in solving my problem and how? During that search, customers seek instructive content that they can trust and that can automatically lead them to your store. However, attracting the customer is just the first stage in improving their interaction with your store. Keeping them satisfied and guiding them through the implementation of the solution will contribute to their loyalty and turn them into reliable lifelong customers”.

The key to success requires investments:

  • Hire the appropriate expertise instore
  • Conduct regular and different home improvement courses in your store,
  • Offer online training via YouTube, in which content can be generated without interruption and which can be consulted again and again
  • Be present on social networks in order to enhance your visibility and connection with your audience.

Make use of the tools that manufacturers offer (tutorials, product demonstrations, etc.). The major challenge and opportunity is to create a large DIY community who interacts instore and online, with DIY experts operating instore and DIY influencers who have an audience and a respected position in the sector. All together this enhances the DIY fun and trust.