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What do buyers want in a green home?

The 2010 AVID Home Design Driver Research Survey provides some insight into what features today’s home buyers equate with a green home. AVID Ratings is a a leading provider of enterprise-level surveys specializing in the home building industry. The AVID survey studied the preferences of nearly 12,000 North Americans who have built a new home in the past nine years. The survey participants were selected because, having been through the process of building a new home, they would understand the trade-offs and cost factors involved

The survey included six buyer segments, defined as

  • First Time Buyers – Growing families seeking initial homeownership and single/couples (no kids) seeking initial homeownership
  • Move Up Buyers – Single/couples (no kids) seeking larger/better home and growing families seeking larger/better home
  • Second Home Buyers – Professionals seeking secondhome (vacation home)
  • Displaced Buyers – Professionals relocating and families seeking a smaller home due to change in family situation
  • Empty Nester Buyers – Semi-retirees/retirees seeking age restricted communities or mixed-age communities
  • Custom Home Buyers – Seeking custom luxury homes

Survey participants were asked what they would choose if they were to build a new house today. Features were rated as

  • Must Have
  • Really Want
  • Might Be Nice If Affordable
  • Might Be Nice If Included
  • Not Important

Overall, survey respondents labeled 60% of the green features as “Must Haves.”

Paul Cardis, CEO of Avid, oversaw the report and says “The interest in energy efficiency surprised us.”

Energy-Efficiency was rated as a “Must Have” by all buyer segments. 74.2% of Custom Buyers, 63.9% of Second Home Buyers, 62.5% of Empty-Nesters, 57.7% of First Time Buyers, 52.6% of Displaced Buyers, and 51.6% of Move-Up Buyers rated energy efficiency a “Must Have”

What were the green features considered “Must Haves?”  Energy-effiency features like energy-efficient appliances, high-efficiency insulation, and high-window efficiency were rated as “Must Have” by the majority of the respondents in all but one buyer segment in one category.  With U.S. Displaced Buyers, high-window efficiency was considered a “Must Have” feature by 38.8% of the respondents while 42.5% rated it as “Really Want.”

All but one buyer segment rated Recycled/Synthetic Materials as “Might Be Nice If Affordable.” 35.5% of U.S. Empty Nesters rated it as “Really Want” while 33.9% considered it “Might Be Nice If Affordable.”

Chuck Miller GMB   CGP  CGB   MIRM   CMP   MCSP   CSP

President / Builder – Chuck Miller Construction Inc.

(208) 229-2553

www.chuckmillerconstruction.com

Posted in: building, green building, home building, marketing, real estate

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The End of the McMansion – I Think So

 

The median size of new homes in the U.S. increased from just over 1,500 square feet in 1973 (the first year the Census Bureau began tracking new home size) to 2,309 square feet at its peak in 2007.  The median size has declined almost 10% since then.  Will the trend to smaller-sized homes persist?

While it is unlikely that new homes will continue to decline, I think we have seen the end of the McMansion.

NAHB’s Chief Economist David Crowe, although he didn’t proclaim the end of the McMansion, believes that the trend to smaller homes may last longer than in past recoveries.

Baby-Boomers, although they might wish to downsize, might be unable to do so due to their inability to sell their existing McMansions because of an oversupply these larger homes and downward price pressure coupled with their recently decimated wealth. However, immigrant households with their lower incomes while they may be unable to afford new larger homes, might be able to purchase the Baby-Boomers existing homes allowing the Baby-Boomers to downsize into smaller new homes.

Gen X’ers could be driven to purchase smaller, more affordable homes due to affordability barriers combined with the more stringent lending standards and fewer mortgage options resulting from the subprime mortgage fiasco.

The sheer number of Gen Y households projected to increase by between 2.0 million and 3.4 million should keep the demand for smaller starter homes strong for the next 10 years.

The trend to single-person households and women as heads of households should also support the trend to smaller-sized homes.

While the rising cost of energy could also drive some buyers to purchase smaller homes, this may not be enough to drive the trend to smaller homes.

The information presented in this series of blogs appears to support a continuation of the trend to smaller homes and the end of the McMansion. However, all real estate is local and the impact of the changes I have discussed will vary by market.  Each market will experience these changes to varying degrees and at varying times, but it is reasonably certain that they will experience them.

The National Association of Home Builders Institute of Residential Marketing (IRM) courses will teach you how to do market research so that you understand your local housing market and your potential customers. The BCASWI Sales and Marketing Council is offering IRM I – Understanding Housing Markets and Consumers on February 16th and 17th in Boise, Idaho.  In IRM I, you’ll gain knowledge of the demographic, economic, and psychographic factors that affect housing supply and demand and learn to employ a model that projects opportunities for specific local markets.  For more information and to register, contact me or the BCASWI.

Chuck Miller GMB   CGP   CGB   MIRM   CMP   MCSP   CSP

President / Builder – Chuck Miller Construction Inc.

(208) 229-2553

www.chuckmillerconstruction.com

Posted in: building, home building, land development, marketing, real estate

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The End of the McMansion? Changing Demographics – Gen X and Gen Y

The median size of new homes in the U.S. increased from just over 1,500 square feet in 1973 (the first year the Census Bureau began tracking new home size) to 2,309 square feet at its peak in 2007. The median size has declined almost 10% since then. Will the trend to smaller-sized homes persist?

Generation X also referred to as the Baby-Bust generation, is much smaller than the Baby-Boomers. However, they currently comprise approximately 22 percent of the adult population. 53 percent of Gen X’ers are now parents and they buy 51 percent of all newly constructed homes. Gen X’ers may prefer larger homes. But they are faced with high home prices driven by decades of strong demand from the Baby Boomers. The housing boom of 2005-2007 created an affordability barrier for these buyers. This affordability barrier combined with the more stringent lending standards and fewer mortgage options resulting from the subprime mortgage fiasco should drive them to purchase smaller, more affordable homes than the Baby-Boomers.

 The largest group of potential new home buyers is Generation Y, also referred to as Echo Boomers or Millennials. Generation Y are the offspring of the Baby Boomers born between 1980 and 1995. Actually, the Echo Boomers are those born in the five year span between 1989 and 1993 when the number of births in the U.S. exceeded 4 million for the first time since 1964. Within the next 5 years, Generation Y, estimated to number about 74 million, will be entering the prime household formation and home buying ages of 25–44 replacing the far smaller Generation X and reversing declines in that age group created by the much smaller Baby-Bust generation. Gen Y’ers are entering their peak household formation years with more than five million more members than the Baby Boomers had in the 1970s. In fact, the number of Echo-Boomers aged 25–44 is expected to eclipse the number of Baby-Boomers when they were those same ages by more than 5.9 million. The 76 million Echo Boomers will be in the market for their first homes over the next 10 years. While boosting the quantity of homes demanded, the Echo-Boomers will likely enter the housing market with lower real incomes than people the same age did a decade ago. Many Gen Y’ers feel less economically secure than their parents, even though they may be earning more than their parents did at their age, because their money doesn’t buy as much. This will affect their attitudes toward home buying and ownership. These younger home buyers are showing a preference for less living space located in more compact, denser developments located closer to entertainment and recreation opportunities. With the number of Gen Y households projected to increase by between 2.0 million and 3.4 million, the demand for starter homes should remain strong for the next 10 years.

Next. household types and their impact on the trend to smaller-sized homes.

Chuck Miller GMB   CGP  CGB   MIRM   CMP   MCSP   CSP

President / Builder – Chuck Miller Construction Inc.

(208) 229-2553

www.chuckmillerconstruction.com

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