Marketing and consumer insight author and teacher

Barbara Wray

The best insight here comes from our data on confident and satisfied homebuyers in the study – only 22% felt that way. But in this group, they were very involved in the process. They trusted and relied both the builders and the agents they worked with they felt fully ready to buy. They were satisfied with their purchase. They’re proud of their new home, and they’re significantly more likely to be extremely satisfied with their builder.

Their defining attitudes were that they were planning to buy a home before the market changed and they just weren’t willing to wait. They, perhaps, thought about it during the pandemic didn’t act quickly enough and then they’re like, just not gonna wait. They’re proud of their home they’re satisfied with their purchase. They felt confident in their decisions during the process, having a positive relationship with the professionals that they dealt with who helped them to feel more comfortable buying a home. They felt like they had plenty of time to make an informed decision. They trusted the professionals they worked with. They carefully considered and selected which professionals they would work with. And overall they felt like their experience was positive.

They wanted to be as involved in the homebuying process as possible. Almost 100% of them and 96% they felt extremely satisfied with the builder 75% and satisfied with their recent home purchase again almost 100% of them at 98%.  They carefully chose and trusted the professionals they worked with they were involved in the process. They welcomed information and advice. There were more informed buyers overall.

We would like more of those. So home shopping behaviors of this group that was confident and satisfied. They highly value information about financing home design community video tours, they want it all. They are significantly are more likely to hire a realtor. 62% of them did researched ratings and reviews of the builder in the community. They use social media to get tips about how to best buy a home. They visited the models and home sites and they are less likely to consider a resale home. They prefer new because of the things that we know about modern fixtures. And appliances, energy efficiency, lower maintenance open floor plans. They’re more likely than the other groups to have used a conventional fixed rate at the mortgage and then significantly more likely to say in person builder contact was extremely important. So out of this group of competent and satisfied we we determined that the buyers who’ve done their legwork, who engaged help from the professionals that they were working with are significantly better positioned for success.”

What comes through blindingly clearly is this. As Seth Godin would say, they bought rather than were sold. And they liked and trusted themselves as customers making the most valued purchase many of them will ever make.