Appealing to women consumers: a smart move for home builders { series: small business marketing tips for the home building industry }

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Originally published in Toolbox Magazine [ Charleston Home Builders Association ], Nov 2008
By Tiffany Jonas

You may have known for years that women exert tremendous influence on the purchase, building, or remodeling of a home… but does your marketing truly reflect this?

Women are increasingly going beyond mere influence; many make these decisions themselves and pay the bill, too. The statistics can be eye-opening:

1 } Women make 80% of home improvement decisions (Forbes.com)

2 } 70% of women earning more than $100,000 earn more than their husbands (BusinessWeek)

3 } Even more than a decade ago, women made up 47% of individuals with assets of more than $500,000 (US Department of Labor)

4 } Women control 51% of the private wealth in America (Federal Reserve)

When it comes to what appeals to these women, you might be surprised at what works and even at how far your own marketing materials have to go. Not to fear: here are some tips you can use immediately.

Acknowledge what she wants.
Baby boomer mothers in particular are respected when making decisions relating to the home "based on the wisdom of her years and her experience gathered working on previous homes," write the authors of Trillion Dollar Moms. And what women want from you is not necessarily a way to keep up with the Joneses, according to Marti Barletta, author of Marketing to Women: How to Increase Your Share of the World's Largest Market, but a warm, comfortable, and orderly home.

She's a people person.
For women, it's usually much more about people than the latest kitchen innovation. Rather than photos of empty houses, show friends and family members enjoying each other's company in a warmly lit home… but for boomer women especially, be careful how you portray those people. "Make sure your communications depict people as they really are—or more to the point, as your customers really are," writes Barletta. "Show characters who are attractive, warm, and natural but not perfect."

Avoid clichés.
Though family does tend to be important to women, they have lives outside the family unit, too. Show them with friends and you’ll stand out—Barletta points out that few companies take this tack today. For older women considering building their dream home or a buying a second home, resist the classic images of retirement. "Enough already with all those images of sunsets and Adirondack chairs!" writes Barletta. "Today's boomer grandma is more likely to be sitting at her computer and sipping Evian, having just come from a tennis match."

Give them a hand.
The women I know are almost always starved for time, juggling multiple tasks not only for themselves but family, friends, and the groups they support. Anything you can do to make the process faster or easier will be appreciated, from easy-to-read estimates to accommodating their schedules for that important first meeting. For boomer women, remember that the loss of muscle mass is a natural consequence of aging and design the home accordingly—but take care to promote your efforts in ways that won't be perceived as condescending.   

Show your true colors.
If you support charities or practice green building practices, let it be known. "These days, with more competitors and more heavily saturated markets … sometimes the 'soft stuff' like good deeds is the only thing that differentiates your brand," writes Barletta. "Women greatly appreciate a company that does well by doing good."

About the author

Aio Design founder Tiffany Jonas graduated magna cum laude from the Missouri School of Journalism, a top journalism school, with a degree in advertising. She also holds a Bachelor of Arts degree in English and has taken coursework toward an MBA. She is a member of Mensa, an organization for those who have tested in the top 2% of the population on a standardized intelligence test, and is also a member of the American Marketing Association and the eMarketing Association. She has been the two-time recipient of an 11-state award for design, honored at the Chicago Book and Media Show, and the New York Times called one of her book designs "well-produced and elegant." In 2008 she was named one of the Charleston Regional Business Journal's Forty Under 40, an honor recognizing individuals who have achieved professional success while contributing to the Charleston community.

What would you like to know next?

• For other articles on small business marketing online (and off), go to our list of available articles
• To learn about web design for affluent women consumers, visit our affluent web design article
• If you’d like to find out more about Aio Design or our pricing, start with our about Aio Design page
• If you’re looking for ways to find the right web design company for you, order our free report
• If affluent women are your target market, visit our marketing to women page
• If you’re a woman entrepreneur, visit our page for women business owners