SOURCE: Coldwell Banker Real Estate LLC

Coldwell Banker Real Estate LLC

September 23, 2013 08:47 ET

Coldwell Banker Previews International Survey Shows More Young Money Entering the Luxury Real Estate Market

Wealthy Younger Buyers Are Twice as Likely to Be Considering a Residential Property Purchase Next Year Compared to Those Age 55 and Older

MADISON, NJ--(Marketwired - Sep 23, 2013) - A new survey by Coldwell Banker Previews International® and the Luxury Institute finds that wealthy younger buyers are driving the luxury real estate market, and they are willing to pay more than similar wealthy buyers age 55 and older. According to the survey of Americans age 21 or older with a minimum gross annual household income of $250,000, 43 percent of younger wealthy consumers are considering the purchase of residential property in the next 12 months, compared to 21 percent of those age 55 and older. On average these younger wealthy consumers spent more than $2.1 million on their most recent purchase of residential property, approximately twice the average amount spent by older and similarly wealthy luxury buyers, which was $1.1 million.

"This trend towards younger luxury buyers is leading a change in desired home amenities," said Betty Graham, president, Coldwell Banker Previews International NRT. "Whether these younger buyers have young families or are single without children, they are looking for homes that fit their active and unique lifestyle."

More Young Money Enters the Real Estate Market
So what are they buying? The survey found:

  • Younger buyers are significantly more likely than wealthy buyers age 55 and older to want homes with amenities such as a pool, outdoor kitchen, home gym, home theater, wine cellar and four or more garages.
  • Wealthy consumers under age 55 are more than twice as likely (23 percent) to value Green or LEED certified residential properties than their older counterparts (11 percent).
  • Open floor plans and a fully automated and "wired" home environment are the top features wealthy consumers, regardless of age, say have become important to them in the last three years. Less importance is placed on staff quarters, tennis/sports courts and separate catering kitchens.

"Luxury homes are for more than successful and retired empty nesters," said Milton Pedraza, CEO of the Luxury Institute. "Today's luxury buyer is both dynamic and diverse, and it's reflected in the homes and products they're buying."

Additional Survey Findings

  • They may jet set internationally, but they are buying in the U.S.
    Only 6 percent of wealthy homeowners surveyed own residential property located outside the United States.

  • For majority of luxury buyers, location is the most important factor when considering the purchase of residential property.
    Seventy (70) percent of wealthy consumers identified location as the most important factor in their last residential purchase. Other elements included the condition of the property -- brand new with no work required, as opposed to needing major renovations (10 percent), price (8 percent), home amenities (6 percent) and view (6 percent). The most commonly cited reason for wealthy consumers not considering the purchase of a residential property was the desire to keep assets liquid (24 percent).

  • However, nearly one in four have the freedom to choose a property anywhere. 
    Overall, 22 percent of wealthy consumers, and 24 percent of wealthy consumers with a net worth of $2 million and greater, have more freedom to choose a residence that truly fits their lifestyle and will not limit their search based on location.

  • The wealthier they are, the more they spend on real estate (by far).
    On average, wealthy consumers with a gross annual household income of at least $400,000 spent 225 percent more on their most recently purchased residential property than those with incomes between $250,000 and $399,999 ($2.58 million vs. $792,000).

  • Interest rates matter, even for the wealthy.
    More than one in three (39 percent) wealthy consumers listed low interest rates as a reason for considering a residential real estate purchase, making it the most commonly cited motivation amongst wealthy consumers. Other frequently listed motivations were the desire to own a property in a specific location (35 percent), viewing the purchase of residential property as a good investment (32 percent) and the desire to own another residence (31 percent).

The full findings from the Coldwell Banker Previews International Wealthy Consumer Survey are available here.

Coldwell Banker Previews International® Luxury Market Report
In October, Coldwell Banker Previews International will release the brand's Fall 2013 Luxury Market Report. The report will include information and findings from the Wealthy Consumer Survey in addition to rankings and descriptions of the hottest luxury real estate markets in the country and around the world. The Spring 2013 Coldwell Banker Previews International Luxury Market Report can be viewed at

The Luxury Institute, in partnership with Coldwell Banker Previews International®, conducted research on the topic of real estate during Quarter 3, 2013. This in-depth survey includes responses from 300 affluent male and female consumers in the United States. Respondents were recruited and screened to only include those age 21 or older with a minimum annual household income of $250,000.

About Coldwell Banker Previews International®
Previews® began as a luxury home brokerage founded by Henderson Talbot in 1933. The firm was acquired in 1980 by Coldwell Banker Real Estate LLC and relaunched as Coldwell Banker Previews International, the brand's luxury homes program. The exclusive group of certified Previews® Property Specialists make up approximately 10 percent of the more than 82,000 Coldwell Banker sales associates worldwide. Coldwell Banker Previews International® participated in more than 16,400 transaction sides of homes priced at $1 million or more in 2012. On average, Previews handles $86.1 million in luxury homes sales every day. The website features more than 17,000 luxury properties from around the globe. Coldwell Banker, Previews and Coldwell Banker Previews International are registered marks licensed to Coldwell Banker Real Estate LLC. Each office is independently owned and operated.

Contact Information

  • Media Inquiries:

    Heather Roberts
    Coldwell Banker Real Estate LLC
    Email Contact

    Katy Hendricks
    CooperKatz for Coldwell Banker Real Estate LLC
    Email Contact