Investing with Intention: Women Prioritizing Price Over Location and Design

As we approach International Women’s Day, it’s a great time to reflect on the impact women are making across industries, and the housing market is no exception. A joint survey by Coldwell Banker Real Estate and the Women’s Choice Award found that when selecting a home to purchase, women are prioritizing price over other factors like location, design and size.

A Financially Driven Approach

By focusing on affordability and future financial gains, women are increasingly viewing homeownership as a strategic way to build wealth, rather than just a place to live. This shift reflects a growing emphasis on financial independence and making smart, long-term investments.

While price remains the top priority among all surveyed women across age groups, location consistently ranks second, with other priorities depending on life stage. For example:

• 27% of women aged 18-29 and 33% of women aged 60 and older rank style and design as the top priority in their home purchase.
• 37% of women aged 30-44 focus on the number of bedrooms and bathrooms in a home.
• 14% of women aged 45-60 prioritize proximity to family when selecting a home.

This strategic mindset also extends to the luxury market. According to the latest Trend Report by Coldwell Banker Global Luxury, “she-elites” are becoming an increasingly powerful force in both purchasing and selling luxury properties. In fact, 95% of affluent buyers report that women either share decision-making power or take the lead in these transactions, highlighting their growing role as financial decision-makers and strategic investors in today’s housing market.

From Fixer-Upper to Dream Home

In addition to prioritizing price, many women are also open to homes that require minor renovations, showing a preference for smart spending over turnkey homes.

This trend holds true across all surveyed respondents across all age groups, with a combined 61% of women saying they’d be willing to take on minor renovations. Common updates include:

• Applying a fresh coat of paint: Updating walls, cabinetry or trim with paint to enhance curb appeal and add a personalized touch, making it a simple yet impactful home refresh.
• Adding new fixtures: Changing light fixtures, faucets and hardware to elevate the overall aesthetic of the home.
• Upgrading flooring or wall tiles: Replacing old flooring or tiles with a more modern option to transform any space, improving both its appearance and functionality.

These changes can significantly enhance a home’s look and feel without breaking the bank. A fresh paint job typically costs between $350 to $850 per room, or $1,200 to $3,900 for an entire interior. The price of installing new fixtures can vary depending on the type of fixture, ceiling height and the complexity of the installation. For example, installing basic light fixtures can range from $100 to $700 while chandeliers or pendant lights can range from $220 to $1,750. While these updates come at a cost, they bring a personal and unique touch to any home.

Empowering Women’s Purchasing Decisions

It’s clear that women are making thoughtful, intentional decisions when it comes to investing in their future home. With price topping their list of priorities, women are increasingly viewing homeownership as an avenue to build wealth and an opportunity to make their house a home though personal touches and minor renovations.

You can explore the full survey results highlighting trends among women in the housing market here.