Location, Location...Price? Coldwell Banker Survey Rewrites Real Estate's Oldest Advice
More consumers surveyed prioritize price (56%) over location (50%) when searching for their dream home
The data further reveal that the dream of home ownership is still alive and well: Of consumers who purchased a home last year, 31% did so because they found their dream home. Additionally, of homeowners who plan to sell their homes in the future, 66% say they plan to move to either a different city, state or country.
"While many consumers made their dream home purchase last year, the data show that some desire to seek new horizons," said
Additional key points emerge from the data, in terms of market sentiment, social media, ideal home preferences and financial dynamics, revealing the dreams and desires shaping the
Market Sentiment
A majority of consumers surveyed (56%) believe that the real estate landscape will either improve or remain the same in 2024 compared to the previous year. Additionally, the data indicates:
- Consumers who plan to sell their home in the future would be more likely to move to a different city after they sell their home now (39%) than in 2022 (19%).
Keeping up with the Joneses
43% of consumers surveyed have been somewhat influenced or highly influenced by social media in their desire to purchase a particular type of home. Compare this to the findings from luxury consumers, with 73% of them saying the same. Other social insights include:
- Social media significantly influences home preferences for 64% of consumers aged 18-24, compared to a mere 16% of those aged 55 and above.
- Consumers surveyed who have been influence by social media in their desire to purchase a particular type of home aged 18-24 are most likely to have been influenced by TikTok (68%) in their decision to purchase the preference in the type of home they desire, while consumers aged 55 and above are most likely to have been influenced by Facebook (54%).
This suggests a substantial role that platforms like TikTok, Instagram or other social media channels play in shaping homebuyers' desires. This signals the need for a strong online presence and strategy.
Ideal Home Preferences
Across the nation, respondents each have their own version of the ideal home location, design and size, with no one-size-fits-all formula arising from the data.
- Almost a third of respondents (32%) said their ideal home is located in the South, while a quarter said it's in the Northeast (24%).
- Almost half (49%) of consumers surveyed said their dream home size is mid-sized: 3-4 bedrooms and 2-3 bathrooms.
- While Ranch comes out on top (13%) for dream home design style with Modern Contemporary (11%) right behind, more respondents said they preferred "no style in particular" (16%).
Financial Dynamics Shift
Parental contributions to their children's home purchases differ among generational and racial groups.
- Over a quarter (26%) of surveyed consumers have not provided or do not plan to provide financial support for their child(ren)'s first home.
- Younger respondents (aged 25-34) are more likely (49%) to consider providing such support compared to those aged 55 and above (23%).
- Black Americans (46%) and American Indian or Alaska Natives surveyed (49%) exhibit a higher willingness to financially support their children's home purchases.
- 58% of consumers agree with the statement 'I consider my home as an asset that I would pass along to my child(ren).'
Navigating the Future
As the industry adapts to diverse dynamics, real estate professionals become even more vital guides. The Coldwell Banker® brand stands as a steadfast partner in this journey, ready to navigate the currents of the real estate market. In a landscape shaped by optimism, generational differences and evolving preferences, real estate agents emerge as the backbone, providing expertise and guidance. The future of American real estate is dynamic to say the least, and
Methodology
Coldwell Banker collaborated with Censuswide to provide insights into real estate trends, market sentiment, property investment and luxury spending preferences. Research was conducted between
About
Powered by its network of over 98,000 affiliated sales professionals in approximately 2,700 offices across 40 countries and territories, the Coldwell Banker® system is a leading provider of full-service residential and commercial real estate brokerage services. The Coldwell Banker brand prides itself on its history of expertise, honesty and an empowering culture of excellence since its beginnings in 1906. The Coldwell Banker brand is committed to providing its network of affiliated sales agents with the tools and insights needed to excel in today's marketplace and is known for its bold leadership and dedication to driving the industry forward. The brand was named among the 2024 Women's Choice Award® "9 out of 10
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