Women are main decision-makers when it comes to buying a home

Home builders are continuously challenged to find new ways to send their message to a diverse market.

They listen when someone such as veteran market research analyst Bob Bohlke of Bohlke & Associates says that women tend to have the strongest influence in the home-buying decision.

David Powers Homes research indicates nearly 80 percent of the home-buying decisions in its price range ($180,000s to $500,000s) are made by women. However, most buyers are couples who ultimately agree on the largest investment of their lives. Therefore, home builders must design, build and merchandise their products to appeal to both men and women.

Additionally, home builders must adapt their appeals and products to a more highly sophisticated buyer. Consumers today, as a whole, are much more educated and prepared when they walk into a sales office than they were several years ago. The Internet has made it possible for them to research the market 24-7, and they are utilizing all of the resources to make their buying decisions.

'He says, she says'

Both women and men know what the latest trends are, where the best locations are and even what the best construction materials are. However, the home-buying process is a cyclical one for buyers of either sex -- with some phases being more emotional and others more rational.

Both women and men come to a sales office prepared and knowledgeable about areas such as structured wiring, energy efficiency and included features. However, there are still certain aspects and features that tend to appeal more to women, and others that typically are more alluring to men.

Women tend to be more in tune with the overall design of the plan, its flexibility in furniture placement and how it meets their lifestyle demands. Large closets are also of importance to women, as well as the kitchen, its size, location, and features. It must offer them the peace of mind that they will comfortably live in the home and provide enough space for all of their possessions.

Male consumers tend to zero in on technology aspects and the components of the energy-efficiency program. Garages are also of concern to male buyers who want to make sure that the garage is functional, with enough space to park a car, store things and enough room between cars so they won't hit each other when doors are open.

Mass appeal

Marketing programs not only need to address the concerns of and appeal to both men and women, they also need to be effective in appealing to people in various age brackets, as buyers range in age from their 20s to their 70s.

Perhaps the most important marketing and sales tool is the model home.

Generally the first physical step in the home-buying process is the initial visit to the model home. This is where builders must show their best work, from design to marketing. When a consumer opens the front door, the floor plan must be expressive, with a spacious feeling portraying strength and integrity, quality construction materials and living spaces that flow.

The model must also convey that the plans are flexible and livable, yet offer all of the features buyers want, from the drama of architecture to the excitement of high tech. Lighting a fireplace, adding a built-in computer niche and offering subtle messages throughout the models indicating included features and their benefits is a proven, effective way of selling a product before a sales person even enters the picture.

This first impression is the one that stays with consumers and one that hopefully will bring them back to make a purchase. Buyer surveys and focus groups indicate that the perception of quality starts with the type of features included in a new home. That's why features such as granite and silestone countertops, ceramic tile and an architectural theme leave a positive, lasting impression of quality.

Ad advice

The marketing of the product begins, however, with ads that convey the visual message of the homes and how they are functional. In sales offices more collateral materials offered to explain features. Brochures explaining the details of the structured wiring program, the energy-efficiency program and the overall methods and materials used in the construction of homes tend to be appreciated and well received by male and female consumers alike.

In addition to being builders, marketers and sales people, home builders who want to stay on top of the market must be researchers. Keeping in touch with and abreast of the market through buyer research is critical to the success of any company.

Reader Comments

• More News Headlines
• Popular News Stories