When it comes to buying a home, women are increasingly taking the reins—and sellers should take note. Recent research reveals that in nearly 70% of cases, women have the ultimate say in property purchases, reshaping how homes should be marketed to attract serious buyers. This shift in decision-making power highlights the need for sellers to tailor their approach, ensuring their property appeals to the preferences that matter most to female buyers.
The data paints a clear picture: women dominate the home-buying process. A study by Quick Move Now found that 68% of women in relationships make the final call on property purchases, with many men admitting they’ve bought homes they didn’t particularly like just to avoid conflict. Even more striking, one in five men purchased a house without ever seeing it in person, while 73% of women took charge of viewings and negotiations. These findings suggest that sellers who focus on appealing to women’s tastes—such as well-designed interiors and functional outdoor spaces—stand a better chance of securing a quick sale.
Beyond couples, single women are also driving the market. Mortgage applications from solo female buyers have surged by 14% in the past five years, with women now accounting for 41% of independent purchases. Studies from Santander Mortgages and The Little House Company highlight key differences in preferences: women prioritize aesthetics, storage, and proximity to schools, while men tend to focus on structural condition and transport links. Recognizing these distinctions can help sellers refine their staging strategies, emphasizing warmth, space, and practicality to capture female buyers’ attention.
For sellers, the message is clear—women hold the keys to the housing market. Simple adjustments, like decluttering, enhancing curb appeal, and creating inviting living spaces, can make a property far more appealing. Whether marketing to couples or independent buyers, understanding and catering to women’s preferences isn’t just smart—it’s essential for a successful sale in today’s competitive real estate landscape.