Developers advised to tailor product for women

Marketers have known for a long time that women are the ones who make most of the spending decisions, which is why they tailor most of their advertising to appeal to women.

And, says Berry Everitt, MD of the Chas Everitt International property group, with more women becoming homebuyers themselves, "now would be a good time for housing developers to take a leaf out of the same book and position their developments to fit in with what the new generation of women really want in a home".

Writing in the Property Signposts newsletter, he notes that recent research in the US has shown, for example, that women who work outside the home are keen to live in communities that emphasise and facilitate social interaction and convenience.

"Thus it is not surprising that they rate a friendly neighbourhood with good shops, parks and public transport and proximity to work as actually more important than home price.

"In our experience, women also place a high premium on a safe environment, good housing design and easy access to services and family-oriented recreational amenities."

Other woman-friendly trends, Everitt says, include housing clusters with built-in child-care features, secure maintenance and service providers to accommodate two-income families, shared housing for single people and teen-friendly outdoor environments
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