Instant Insights

Would you be surprised to know today’s home buyers prefer exterior walls made of concrete or steel over traditional wood framing? 

Or that laundry rooms and home offices are now among the top features that influence a home buyer to pick home A over home B? 

Those findings and much more are packed into the 2024 “What Home Buyers Really Want” report, an essential source of customer insights for building supplies brands.  

This study from the National Association of Home Builders is essential reading for the Brunner team, too, in our work with clients including The Home Depot Rental, YellaWood (pressure treated pine products), and Rinnai (maker of tankless hot water heaters). 

We’re just back from hearing the NAHB’s latest insights at the 2024 International Builders’ Show in Las Vegas. We’re already digesting the study’s findings to inform strategies and campaigns for our clients.  

If you’re a building supplies brand marketer (or just love home buying trends), read on for the top NAHB findings for 2024. 

Key Findings: Understanding the Modern Home Buyer

• Home Type: Unsurprisingly, the single-family detached home remains the top preference for most home buyers — 67% — followed by townhouses at 16% and multi-family condos at 10%. 
• Desirability of Newly Built Homes: 61% of home buyers prefer new construction over existing homes. That’s the highest percentage since 2007. 
• Architectural Styles: Home buyers have diverse tastes, with 34% preferring traditional and 26% identifying contemporary as top styles. 
• Materials: The study revealed a remarkable shift away from wood framing for exterior walls, with 25% preferring concrete and 23% preferring steel.  
• Price and Size: The median price for a home is $307,061. Home buyers are seeking a median of 2,067 square feet of finished space. 

What Interior Features Do Home Buyers Prefer?

• Room Layout and Design: Open floor plans are tops, with 76% of home buyers preferring an open layout between the kitchen and dining room. 
• Kitchen and Baths: Essential features in kitchens include a walk-in pantry (80%) and table space for eating (80%). For the primary bath, 78% prefer a shower stall and tub. 
• Windows, Doors, Flooring & Decorative Features: Energy efficiency is a top priority, with 83% of home buyers favoring Energy Star windows and 81% preferring hardwood flooring. 
• Specialty Rooms and Features: The top features that influence a home purchase decision include laundry rooms (86%) and home offices (68%). 

What Other Features Do Home Buyers Prefer?

• Accessibility and Exterior Features: Top desired features include patios (86%) and exterior lighting (82%).  
• Green Homes and Features: While 80% of home buyers express environmental concerns, only 18% will pay more for environmentally friendly homes. 
• Technology in the Home: Programmable thermostats, security cameras, and video doorbells rank among the most desired technology features. 
• Choosing a Community: Convenience, walkability, and access to amenities are paramount. Retail spaces, parks, and walkable environments rank highest among desired community features. 
• Trade-Offs Buyers Are Willing to Make: Size matters — home buyers are more inclined to accept a smaller home or lot size than give up amenities they consider essential.  

Turn Home Buyer Insights into Marketing that Delivers

At Brunner, we follow changes in the home buying industry and monitor home buyers preferences so we can turn what we learn into marketing that delivers results for our clients, from brand building to sales. 

The NAHB report shows home buyer preferences are shifting in response to changing lifestyles, societal trends, and economic factors. We see it in everything from their renewed interest in outdoor living to their growing demand for energy-efficient features.  

To learn more about the NAHB findings and how those insights can energize your marketing, please contact us. We love to hear about the business challenges you’re facing, and we’re always ready to chat building supplies. Let’s talk! 

---