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Want to Speed Real Estate Sales in a Slow Market? Stop, Look and Listen to Women

Stop what you are doing. Most real estate advertising is directed toward men or is gender neutral. There is a good chance that your advertising is missing the mark altogether because you are aiming at the wrong target. One survey revealed that 91% of women said advertisers don’t understand them. Other research reveals 91% of all new home decision are made by women. Fact is if you are not yet marketing the female homebuyer you are missing out on a significant opportunity.

Look at the numbers. Women are not a niche. They are the market. Fact is 85% of brands are purchased by women? Here’s what else women are buying:

  • 66% personal computers
  • 92% vacations
  • 80% healthcare
  • 65% new cars
  • 89% bank accounts
  • 93% groceries
  • 93 % over-the-counter pharmaceuticals

Listen to women. Judy Hoyt Pettigrew, author of the book Women Mean Business, says, “With a woman, you have to sell to both sides of the brain; you have to appeal to her logic and intuitiveness.” She goes on to say, “When a woman buys anything, we do it to enhance quality, to make life easier. If you can make a woman’s life easier, you are 50 percent of the way to getting her business.”

With so many homes on the market and so many sellers trying to beat out one another with price, here’s an opportunity to stand out by giving a woman what she wants. Women are looking for ways to enhance their lives and part of that is simplifying. Be sure to point out those features that enhance and make life easier.

Here are a few top features women are looking for:

  • Multi-functional kitchens with an adjacent room or nook with a desk, or “command center”
  • Luxurious master bathrooms that allow them to retreat
  • Laundry rooms located in close proximity to bedrooms
  • Curb appeal
  • Ability to customize
  • Green features and options
  • Outdoor living space
  • Organization and storage such as walk-in closets and pantries


Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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