Letter from Executive Director Jim Hilz

Customers want to be heard. And when the customer is looking for a home builder or remodeler, often times that customer is a woman. Realizing that as much as 85 percent of the decisions throughout the building or remodeling process are made by women, builders and remodelers are learning to listen.

The Radio Group of Columbus, which specializes in marketing to women, recently conducted six focus groups comprised mostly of females. The conclusions from these focus groups were presented in a seminar sponsored recently by the BIA of Central Ohio. The key message: Know what women want.

A woman’s decision-making process is distinctive whether building a new home or remodeling an existing one, a mother of small children or an empty-nester, interested in an urban neighborhood or a new suburban community.

Women want specific amenities in their homes. They want living spaces that match the priorities of their life. When the kids are small, open floor plans and play spaces designated for kids are a must. A first-floor master helps to give a little separation and privacy during all stages of life. Empty nesters also enjoy the convenience of a first-floor master as well as first-floor laundry. Those who choose to remodel rather than build new want to incorporate these same features into an existing home. This often means repurposing spaces within the house to create functional space for a bigger family or adjusting to a new phase of life.

Women research their choices. The information they gather prior to the start of the project ultimately saves women time and empowers them by equipping them with many answers and specific questions. Whether building or remodeling, most women meet with three to four builders before narrowing down their decision. They also spend countless hours on the computer researching. Their inspiration often comes from the builder’s expertise, as well as other people’s homes. Many times they come to the table knowing more about the builder or remodeler through information gathered on the Web, so women are noticing builders with a well-developed and interactive Web site.

Women want to be heard. Once they get off of the computer and meet the builder in person, the key is in listening. Women in the focus groups indicated that they prefer working with female project managers merely because of the fact that they felt they were better listeners. And when a builder has a designated project manager to handle all aspect of the process – before, during, and (yes, maybe even months) after – it builds their confidence.

So there you have it. The women have told us what they want – and BIA members are listening.