As of 2017, single women were buying homes at twice the rate of single men. Only 7% of homebuyers were men compared to 20% women. Even though women’s average incomes tend to be lower than men, women are generally more willing to make financial sacrifices towards the home buying goal.
Interestingly, the highest percentage of single female homebuyers is in the 62-70 year-old age group (Baby Boomers). Currently, this group (men & women) controls a whopping 70% of the disposable income in the U.S.
However, don’t discount the under 36 year-old demographic, which accounts for more than a third of the homebuyer market.
How to resonate with these potential women buyers? Be authentic, relevant, transparent and tell relatable stories that women can connect with.