Single Female Home Buyers: Marketing to a Growing Demographic

Single women drive 20% of home sales today. Whether they have never been partnered, are divorced, separated, or have lost a partner through death, single women are casting their eyes towards a home of their own. Focusing on single female home buyers is a smart move if you want to capture the attention of a group of people who are upwardly mobile and ready to strike out on their own. 

A report, Buying For Themselves: An Analysis of Unmarried Female Home Buyers by Rachel Bogardus Drew for the Joint Center for Housing Studies at Harvard University illustrates some of the different requirements from single as opposed to partnered women. Instead of looking for more space or a change of locale, most single women simply want to own their own home. Friends and family are important to these women and they tend to buy closer to these people (all the more reason for follow ups with the people you have sold homes to – they may have friends or family looking to buy in the same area.) Single women are not as likely to give up location or neighborhood quality as they are amenities and home size.

Single women home buyers don’t want to be condescended to – who does – but they do appreciate competent, comfortable guidance. Establishing a rapport with your client is more likely to result in a good working relationship. You don’t have to be best friends, but making your client comfortable enough to laugh and ask questions is going to make your dealings with your client much easier.

Many women who live alone are concerned with safety. Having neighborhood crime stats on hand can often help you decide together on the best neighborhoods for home hunting. A safety checklist can help your client look at the features of each house that will make her feel comfortable and secure. Drawing up such a list can also be a great way of doing a little bit extra to make your client know that her concerns are important to you.

Making the acquaintance of your local women’s groups can also help you if you want to focus on single women home buyers. Getting involved in local women’s issues is a good way of promoting yourself as an agent with an interest in what single women are concerned with. Contacting your local Women’s Center is a good way to get started.