Women Buyers

You know this already, but chances are that a woman will make the final decision on purchasing your Tampa Bay home. In The Power of the Purse, Fara Warner asserts that “Women are the majority market”. Women control or influence 90% of all consumer purchases in this country.

A National Association of Home Builder’s report finds that 91% of all new home purchases are made or primarily influenced by women. The number of women earning $100,000 per year has quadrupled in the last decade.

The 2010 NAR Profile of Home Buyers reports that single women comprise 20 percent of buyers. 48% of married working women contributed over half of the household income. We must win her heart and mind. “She is your customer – and has been for a long time and will be forever”, according to Tom Peters.

In PrimeTime Women, Marti Barletta argues that understanding the purchase decision process of various female segments holds the key to the new world of marketing. When women shop for a home with her family or significant other, women control at least four out of five stages of the purchasing process.

A growing body of research points to four unique home buying personas within the segment. Awareness of the profiles can lead to a deeper understanding and help anticipate what the various personas would appreciate in a home.

Annette, Doug and Dale Bohannon have a marketing plan for your home that targets this under-recognized, fast-changing, ever-evolving group.