What Women Want? Marketing New Homes to Women

Women have become increasingly influential when it comes just about every buying decision that takes place in the American household.

In Judith E. Nichols' book, "Understanding the Increasing Affluence of Women," she says in the majority of U.S. households women bring in half or more of the income and women control about 80 percent of household spending, including new car purchases.

"Women want the same things as men, but they want more," said Ford Motor Company’s Sheryl Connelly, the company's chief marketing office manager for global trends and futuring.

Marketing to women, is definitely different, Connelly said. "Men respond to things and women respond to people," she noted. "It isn't that men won't respond to people, but women just respond differently. So, we look at this in the types and ways we advertise."

Michael Albano of General Motors’ global design group says women's influence in the automotive market has hit an all-time high, noting 85 percent of all vehicle sales decisions are influenced by women with women buying 45 percent of all vehicles.

And when it comes to new home purchases, women are THE decision makers in most new home purchase decisions. Don’t under estimate how much this phenomenon effects your bottom-line. Sensitivity and awareness of this significant and growing importance needs to be centermost in your brand experience for prospects as well as buyers, at the sale and in your service to them after the sale so that you get their referral.

In reviewing your company’s woman-friendly and focused positioning…are you giving them the detail and specifics that they need…are you giving them what they want?

 

Joan N. Barnes, M.I.R.M.