Monday, March 5, 2012


Not long ago men dominated the household decision of buying a house, somewhere in the 1960's.  Then women started making their voices heard and just about every corner of the retail market for everything changed.  Gone were the ads aimed squarely at men and in came advertising aimed at the real decision makers...women.

One area of the retail market that didn't fully get the message was the modular home industry.  Almost every factory has plans in their brochures and on their websites from the those glory days of the 60's and 70's.  Renderings from plan books straight out of the post WWII era are still being used to illustrate homes that haven't sold for decades.

Just in case you've been living under a rock, women make the buying decisions on the family home and single women are the fastest growing segment of new home buyers.  Modular home factories and certainly most of their authorized builders are still in the mindset that men are actually in control.  No wonder you're not selling homes.

Women account for 85% of all consumer purchases including everything from autos to health care:
  • 91% of New Homes
  • 66% PCs
  • 92% Vacations
  • 80% Healthcare
  • 65% New Cars
  • 89% Bank Accounts
  • 93% Food
  • 93 % OTC Pharmaceuticals
Over the next decade, women will control two thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. The Boomer woman is a consumer that luxury brands want to resonate with.
  • 59% of women feel misunderstood by food marketers
  • 66% feel misunderstood by health care marketers
  • 74% feel misunderstood by automotive marketers
  • 67% feel misunderstood by home builders
  • 91% of women in one survey said that advertisers don’t understand them
  • 70% of new businesses are started by women
  • 37% are more likely to pay attention to brands that are committed to environmental causes
  • 25% of all products in a woman’s shopping cart nowadays are environmentally friendly
Single women are becoming a more influential category versus 10 years ago.

Do I have to listen to you?
Isn't it time that modular home factory owners and management take a real hard look at what they offer and how they market to the most influential consumer of new homes?

1 comment:

Anonymous said...

Nothing will change until a woman takes over the reins of one of the big modular home factories on the east coast. There are several women running factories on the west coast but you never about them.