The America at Home Study releases new data
The America at Home Study releases new data on the behavior and opinions of U.S. households on home preferences. This data is more than consumer trends, but a guide that homebuilders can use to their advantage in their practices. The America at Home Study’s goal is to report Americans ’ desire for home purchases, how they feel about and live in their homes, and what changes they’d like to see as a direct result of the COVID-19 pandemic.The study was founded by
Teri Slavik-Tsuyuki of tst ink, consumer strategist Belinda Sward of Strategic Solutions Alliance, and architect Nancy Keenan, president and CEO of DAHLIN.
A portion of the study reveals that:
- 41% of Americans say it’s too expensive to buy a home where they want to live
- 30% can’t find the right home at the right price
- 24% cite ongoing home operating costs like insurance and utilities as a barrier to ownership
- 21% say that “home” now means “financial burden” (up from 14% in wave three)
- 30% feel less comfortable about making housing decisions today than in 2022
- 9% of renters no longer wish to own a home
“If mortgage rates drop tomorrow, it still won’t solve the real problem,” said Slavik-Tsuyuki, “A majority of people don’t want what we’re building, and the American Dream no longer fits the mold we keep pushing. If the industry doesn’t adapt, homeownership risks becoming a relic of the past. We’re at an inflection point, and consumers are telling us what matters. It’s time we start listening.”
Read More
