Women Buy Houses, Yes They Do!
Its a fact, single women buy houses. As a matter if face, more single-women buy homes than their male counterparts. According to the National Association of Realtors, single-women purchase 21% of of homes while single-men purchase only 9%. The rise of single-women homeowners is part of a greater social and economic shift that is reshaping American life.
An article in USA Today Dream house, sans spouse: More women buy homes, expounds on this fact with some insight into why single-women are buying now.
Why now?
According to Donald Hantula, professor of organizational psychology at Temple University in Philadelphia,
“For the first time in history, women have access to the same resources men have always had — money, social status, power.”
Not to mention critical demographic changes, such as:
- Women (and Men) Are Marrying Later
- Divorce
- Women Tend to Live Longer Than Men
Also, unmarried women now have more money than they used to because more women are attending college than ever before.
What does this mean for “retailers” in the housing market?
It means imminent change for the ways that realtors, lenders, and builders approach women. This is a viable market that should not be overlooked. Builders should add features to homes with women in mind. Mortgage lenders must do more to help women qualify for loans. Realtors should market their homes to appeal to women.
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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
Filed under: Marketing to Single Women
