Women make or direct 91% of home buying decisions.
Source: Martha Barletta, Author, Marketing to Women: How to Understand, Reach, and Increase Your Share of the World’s Largest Market Segment (Kaplan Business, 2002).
Price tag: about $2 trillion
Women make 75% of the decisions about new homes.
Price tag: at least $250 billion
Twenty-two percent of homes sold in 2004 were sold to single women versus only 9% to single men. These numbers spike even higher for condos and townhomes, 30% of which are bought by single women. Single women purchase 1 of every 5 homes sold – about 1.5 million homes a year, and twice as many as single men buy.
Source: National Association of Realtors®
Price tag: $550 billion
Women initiate 80% of all home improvement purchasing decisions, especially when it comes to big ticket orders such as kitchen cabinets, flooring, and bathroom and represent 51 % of consumers that usually hire professionals for home improvement and remodeling projects.
Price tag: at least $100 billion
The Trends Behind the Trillions
Single women are the second largest group of home buyers and the fastest growing home buying demographic, climbing from 13.9 million to 17.5 million between 1994 and 2002.
Source: National Association of Realtors®
7 in 10 women do research before making big purchases.
Source: Ketchum Public Relations and Marketing Communications, 2006
Their home is the primary asset of most women homeowners: 41% of women said the equity in their home is worth more than all their other financial assets combined, and another 30% thought it might be.
Source: Nationwide poll of female homeowners, conducted by the research firm of Mathew Greenwald & Associates, commissioned by Sears.
85% of women have been, are currently, or expect to be solely responsible for maintaining a home.
Source: Nationwide poll of female homeowners, conducted by the research firm of Mathew Greenwald & Associates, commissioned by Sears
Most working women contribute half or more of their household’s income.
Source: AFL-CIO
41% of women surveyed said “I do not have the time and energy needed to manage my investments because of commitments like home and work.”
Source: Charles Schwab survey, December 2003
More women than ever are getting an advanced education, entering the workforce, marrying later in life or staying single, and enjoying increased earning power.
Women live longer, earn less, and work fewer years toward Social Security and pension benefits. As such, women need to save more and invest more aggressively to build retirement assets than men.
Source: AXA Advisors LLC, September 2005
3 out of 5 women would rather receive an hour of advice from Bob Vila than from Dr. Phil.
Source: Nationwide poll of female homeowners, conducted by the research firm of Mathew Greenwald & Associates, commissioned by Sears.
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