Owning a great home for a man is a sign of accomplishment that defines his success and achievement. He identifies with the structure, the investment, the cost of items, size (i.e., home size, yard size, garage size, etc.), utility and outdoor spaces. According to some of our quantitative and qualitative research, it is more natural for mean to socialize and bond in outdoor spaces.
As women are the major influencers in the new home buying decision, understanding their needs is very important. A woman identifies with the inside of a home. Her value is measured by relationships and family which are most often nurtured inside of the home. She cares deeply about how the home connects their family, no matter the definition of her “family”.
This is a crucial point for all of the developers and home builders out there. She will choose the floorplan and consequently the builder. Together, they will pick the location based on the lifestyle and lifestage influences of their household make-up.
Life, technology, features, style, color and much more can influence the ultimate buying decision. We can help your product development and marketing efforts in more detail and what this means for your strategy.