Marketing to Women Home Buyers Michelle Skupin, Builders Digital Experience
Marketing to women is not new. However, how companies market to women is rapidly evolving as more women control or influence purchasing decisions. The companies that proactively engage female consumers on their terms are poised to reap the rewards of increased sales, customer satisfaction and brand loyalty. “Forget China, India and the Internet: Economic growth is driven by women,” says the British newspaper, The Economist. The women at the helm of some of these companies are leading the charge to tap into the female psyche and, ultimately, into their purses. Who Are These Female Buyers? Smith-Dahmer Associates finds that women directly purchase or have a controlling influence in the purchase of 91% of all new homes. “Women are becoming increasingly powerful,” said Melissa Morman, vice president of customer experience for Builders Digital Experi-
ence (BDX), “and the numbers that back that up are staggering.” Morman’s presentation, “She-Conomy: What Women Want,” includes the following statistics: § Women outspend men by two to one. § Women earn six out of 10 college degrees. § 51% of managers and professionals are women. § Women own 40% of all businesses in the U.S. § 75% of married female executives with a vice president rank earn more than their spouses. § Women control 51% of private wealth in the U.S. § 47% of market investors are women. Understanding that women comprise a powerful consumer group is only the first step. Beyond that, women fall into vastly different
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