Jun 10 2008
Targeting Female Homebuyers in Central Oregon
“She’s in control of the purchasing decision whether she’s single or married, has kids or doesn’t, or is young or old. So why are you ignoring her?”
- Ann Matesi, Senior Contributing Editor of HousingZone.com
In 2007 married couples were the largest group of home buyers at 61% and single women accounted for the second largest group at 22%. That means that women influenced 83% of the home buying decisions in 2007. With a number like 83%, if you are not yet marketing the female home buyer you are missing out on a significant opportunity. This leads us to the age old question, “What do women want?”
Here are some of the top features that women are looking for:
*Multi-functional kitchens that act as the hub of the household.
*Luxurious master bathrooms that allow them to retreat from the everyday stresses of life.
*The command center – a room or nook adjacent to the kitchen that includes a desk and
organizational features.
*Laundry rooms located in close proximity to where the laundry is being generated.
*Curb appeal
*Ability to customize
*Healthy alternatives – go green and choose products and features that are low maintenance.
*Outdoor living space – make a home feel larger by extending the living space to the outdoors.
*Opportunities for organization and storage such as walk-in closets and pantries.
Real Estate Agents should be familiar with the features that appeal to the female home buyer. Get to know those features in the homes that you are showing and be sure to point them out to your clients. Men typically seek different features, so when making your comments be sure to specifically direct them to your female client.
With so many homes on the market and so many sellers trying to compete by pricing, why not set yourself apart by appealing to a buyer’s needs and wants? Women are looking for ways to enhance their lives and part of that is simplifying. Be sure to point out those features that enhance and simplify!
Resources:
Get to Know Your Female Homebuyer, by Ann Matesi Senior Contributing Editor with HousingZone.com
Single-Women Home Buyers: A Market Worth Watching, by Paul Bishop and Harika “Anna” Bartlett, of the National Association of Realtors Research
Single Women Showing Home-buying Power, by Metro Creative Services (Lodi News)
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I think I would have to agree with this. My wife and I just sold our home and are looking for a new home. My list of “desires” was minimal. My desires were location, the yard, garage, storage and any defects or maintenance with the home. My wife had a list of about 10 or more items and spent a lot of time thinking about them. Her list included being close to schools, parks, church, work and friends to keep gas consumption and commute to a minimum, open floor plan and back yard with ability to entertain, 3 bedrooms, a play room and an office/den for scrapbooking and gift wrapping. She had some more items but I can’t remember. She has spent a lot of time researching the neighborhoods and what school district are ranked the highest in the community.