21 September 2015

Better Homes and Gardens Real Estate and NAHREP Survey Finds Hispanic Women Are Taking Charge Among the Fastest-Growing Homebuying Demographic


Better Homes and Gardens® Real Estate and the National Association of Hispanic Real Estate Professionals® (NAHREP) released recent findings from the Better Homes and Gardens Real Estate Hispanic Women Survey, revealing the significant power Hispanic women, in particular, have within the United States housing market.

Based on the responses from the one thousand participants, ninety-one percent of Latin American/Hispanic women believe becoming a homeowner is simply the best financial investment they can make, acknowledging their role in the decision-making process. Sixty-one percent of those surveyed feel they will play a larger role than their partner in their next home purchase, indicating a highly influential position within the household.

“It’s vital to understand that Latina women are a driving force behind decisions related not only to the home, but the actual home-buying transaction process. It’s our responsibility to educate the industry on the primary roles these women have taken on as primary decision makers. There is no better partner than NAHREP to help us discover and share this important information,” said Sherry Chris, president and CEO, Better Homes and Gardens Real Estate LLC.

Below are more notable findings from the study:

  • Nearly half of respondents plan to purchase a new home within the next 5 years
  • 39% prefer to work with a Spanish-speaking real estate professional
  • 73% of respondents would rather work with a female agent than a male agent
  • 62% will look for a home with multi-generational living capabilities
  • 87% of respondents would want a home large enough for family gatherings

The results of the survey indicate the strong influence Hispanic women have within the U.S. housing market concerning current and future purchases. This is a significant revelation as the Hispanic community continues to be the fastest-growing homebuying demographic. NAHREP National President Teresa Palacios Smith sums up the importance of the findings: “Thanks to Better Homes and Gardens Real Estate’s continuous support, we’ve been able to focus on the Latina demographic and help the industry better understand the nuances surrounding the modern Hispanic woman as a consumer and how she’s impacting her family’s lifestyle within the home.” Learn more about the survey findings in our Media Center.

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