Should You Be Marketing to Women?

Should You Be Marketing to Women?

According to the State of the Nations 2009 Housing report, “social and economic trends have given women a more powerful presence in housing markets. Between 1980 and 2000, the number of households headed by unmarried women increased by almost 10 million.”

    • Interestingly, single female buyers accounted for nearly twice as large a share as single male buyers for both first-time buyers (24 and 12 percent) and repeat buyers (17 and 9 percent).
    • Twenty percent of recent home buyers were single females, and 10 percent were single males.

  • More women (15.5 million) than men (11.8 million) lived alone.  Among these, women were more likely than men to own their homes (56% vs. 47%).
  • Of the nation’s nearly eight million single mothers, about two million of them spend more than half of their incomes on housing, compared with one-tenth of households headed by single fathers.
  • Over the time period of 1994-2002, the number of unmarried females owning homes climbed from 13.9 million to 17.5 million.

Women are a force in the workplace and make better salaries than previous generations. They understand the need for creating their own security and, divorce rates being what they are, no longer sit back hoping someone else will provide for themselves, their children and their future.

Why are women a larger portion of the homebuying population? My guess.. they’re better investors; they have more of a nesting/nurturing instinct; they’re more interested in stability.

What are your thoughts?


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