The “dream home” has been a staple of real estate marketing for decades. But a new report from John Burns Research and Consulting suggests buyers may be getting tired of the phrase and the marketing approach behind it.
JBREC surveyed more than 1,200 homeowners and renters and found that about half consider terms such as “dream home” and “luxury living” overused. Consumers responded more positively to “crafted for connection” and “inspired by you,” which the report noted implies intent, personalization and relevance.
Buyers are reportedly looking for homes that reflect how they actually live, not how they could be living. When searching for a home and deciding between new construction and an existing home, buyers weigh price, location and construction quality. However, only 44% of consumers surveyed said they feel confident that new homes are well built.
Builders can come up on top if they show proof instead of just claiming it, according to the report. Showing the construction process, explaining materials and systems can make the message more credible.
