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The Spokesman-Review Newspaper
Spokane, Washington  Est. May 19, 1883

Connection, security are key to women buyers

Women make most of the decisions regarding the purchase of a home and all of its furnishings. And unlike their mothers, many of today’s older women are prepared to pay for what they want.

Many members of the GI Generation didn’t see any reason to dive into their financial assets for a room remodel or new car and “would rather leave it for the kids,” even though the kids are in a far better financial place than the folks.

Susan Mack, an occupational therapist and president of Homes for Easy Living Universal Design Consultants, a company specializing in home modifications for persons with special needs, said she is constantly frustrated by the GI’s frugal mindset.

“We’d go to great lengths to explain to these people and to their adult children that when they come out of the hospital it’s important to modify their home to make it safer for them, but they wouldn’t spend the money,” Mack said. “They would go home and compromise their quality of life and put themselves in jeopardy of having another disability because they wouldn’t put in a grab bar or they wouldn’t install a walk-in shower.

“The amazing thing was that they began consoling me, instead of me consoling them. They’d say ‘Susan, honey, don’t worry. I’ll be just fine … I’ll make do.’”

Today, women are independent, empowered, educated, and employed – and often single. A profile of homebuyers and home sellers from the National Association of Realtors showed nearly 30 percent of all U.S. homebuyers were single. Single women accounted for the second-largest segment of homebuyers, accounting for 21 percent of transactions, after married couples, who bought 59 percent of homes. The association also estimates that 47 percent of condominium owners are single women.

According to Doris Perlman, founder and president of Possibilities for Design, women control 80 percent of consumer purchases, direct 91 percent of housing decisions, and guide 94 percent of home furnishing choices.

While Perlman’s research has delineated many of the specific home features that are likely to particularly attract older women, in their shopping habits she suggested that these customers are apt to be “circular, exploring, and tactile” and “do not make linear decisions.”

“Her needs for personal connection and security are key,” Perlman said. “Women don’t just buy a product; they join it.”

Women are choosing to live in communities that emphasize social interaction and convenience, enabling them to simultaneously nurture and multitask. The experience of community is a key driver for women as well as the proximity to jobs and public transportation.

As for home amenities, women are very focused on security. They are attracted to high-tech home security systems as well as automated home lighting systems. Women are just as busy as men and they appreciate anything that saves time. Convenience, in terms of location and saving time and effort, is a big plus with female homebuyers.

They also look to have amenities that play into the needs of visiting children. Shared areas are critical to community life, as well as nearby stores, parks, and recreational areas. Communities centered on a single amenity (such as a golf clubhouse) are perceived as less welcoming.

Among Perlman’s observations on what will sway older women homebuyers:

  • Illumination—both task lighting and natural light—is of major importance to compensate for declining vision and to add drama.
  • Feminine buyers are looking for strong character in home design, such as cottages with a crisp and clean look, urban enclaves with rich colors and textures, and calming and contemporary Asian influences.
  • Women who are 55 or older are cyber savvy and use their computers for ordering and correspondence.
  • Women this age now have more time to relax, engage in social activities, and explore hobbies, making “special interest” rooms an essential feature in new home marketing. Perlman also says that “women shop with peripheral vision: They notice everything,” and they “harness the power of grandparenting.” It’s okay to include a grandkid’s room. They also want walking trails and a hotel/resort fitness feel.

Sara Lamia, founder and president of Home Building Coach, Inc., said that builders who hope to succeed in selling to the older woman need to learn how to build their trust first. Lamia cautioned that women over 50 “are especially perceptive and will know if you appreciate them or not.”