What do women want? It’s the age-old question not many men (or builders for that matter) know how to answer.
We do know women make or influence 91 percent of the purchasing decisions for the home. That’s a pretty large chunk, so marketing to them should be a top priority.
And more and more builders are starting to pander to what women want—quality construction, a safe neighborhood, sex appeal (smart home technology), organization and more.
We’ve already introduced you to women-centric building professional Hugh Fisher, who’s found success using the women-centric model at his company h.a. Fisher Homes.
Now, let’s talk about how you can implement the same types of qualities to entice women to buy your new homes versus the not-so-sexy old homes out there.
During a recent presentation at the Southeast Building conference, Tammie Smoot of NAHB Professional Women in Building and BDX laid out what women look for in the home buying process.
Marketing to Women
1. Make an Emotional Connection
Use images that move her emotionally such as this one from Shea Homes.
2. Engage Her with a Story
Create a website that lets her feel like she’s getting to know you and your company and use phrases that speak to her, such as “build a better life.”
3. Focus On Quality Presentation
Utilize high-res images and quality video to market your homes. Leaving boring sketches or blank spaces on your site will surely urge her to look elsewhere.
4. Create Interactive Floor Plans
5. Display Short Videos
Women love to see a three-dimensional look at what your new home has to offer, whether it’s home automation, smart irrigation, energy efficiencies, etc.
6. Use Social Media
According to Smoot’s research, 84 percent of social media sites have more women users than men. And most of them are looking for opinions on brands and experiences.
7. Sell Tech with Tech
8. Tout Green Technologies
Fifty percent of women say they want more green choices—solar panel, solar shingles, energy consumption monitors. She cares about the health of her family and the planet where they live.
9. Show How It Works
Homebuyers usually can’t see the technology once a home is finished, so show them what it looks like using pictures and graphics.
10. Give to Get
Women love deals and coupons! Smoot suggests offering a maid service for a year, spa days or tickets to kids’ events to homebuyers.