SOURCE: Better Homes and Gardens Real Estate LLC

Better Homes and Gardens Real Estate LLC

October 22, 2012 09:00 ET

Next Generation of Homebuyers Are Knowledgeable, Responsible and Savvy According to New Better Homes and Gardens Real Estate Survey

Working a Second Job and Moving In With Mom and Dad Are Unexpected Ways Generations X and Y Are Willing to Save for a Home

PARSIPPANY, NJ--(Marketwire - Oct 22, 2012) - Better Homes and Gardens® Real Estate today released the results of a national survey of 18-35 year old Americans that reveal that the impact of the housing crisis has given rise to two of the most knowledgeable generations to become homebuyers, Generations X and Y, which account for an estimated 103 million Americans. More than three-quarters (77 percent) of the Gen X and Y Americans surveyed believe that they have become increasingly knowledgeable about homeownership due to increased media coverage that has magnified real estate topics throughout the past six years. The survey's findings show that these two younger generations of potential homebuyers are not deterred from home buying and believe owning a home is a key indicator of success (75 percent). Furthermore, they are willing to do their research and save in ways that may surprise those who believe the values of Gen X and Y have strayed from those of their parents, including taking a second job and moving in with mom and dad.

"Every generation faces defining economic events that alter their collective perspective," said Sherry Chris, president and CEO of Better Homes and Gardens Real Estate LLC. "'The Greatest Generation' was shaped by the Great Depression and Baby Boomers were impacted by the oil crises throughout the 1970s. Gen X and Gen Y experienced their 'coming of age' moment during the largest housing market downturn in American history. As such, these generations believe that the details, risks and rewards of home buying are integral to their planning. Better Homes and Gardens Real Estate recognizes this shared generational experience and its effects on young homebuyers. We realize how important it is for real estate professionals to understand generational differences and be able to adapt their business to best serve these two generations that will drive the economy for the next 30 years."

Key findings from the Better Homes and Gardens Real Estate survey include:

  • Not the "Me" Generation. The majority of Gen X and Gen Y survey respondents (71 percent) understand that homeownership is not something they deserve; rather it is something they must earn. Nearly all those surveyed are willing to adjust their lifestyle to save for a home by eating out less (62 percent), working a second job (40 percent) or even moving back home with their parents (23 percent).

  • In the Know. Sixty-nine (69) percent believe that the recent housing downturn has made them more knowledgeable about homeownership than their parents were at their age. Gen X and Y members appear to be doing their homework before making one of the biggest investments of their lives. For those surveyed, interest rates (58 percent), home prices in a desired neighborhood (59 percent), and the ability to secure a loan (51 percent) are the top areas to research before buying.

  • Homeownership is the New Bling. Gen X and Y are not blinded by flashy signs of success; 75 percent believe owning a nice home is a fundamental indicator of success over taking extravagant vacations (12 percent), owning an expensive car (9 percent), or owning designer clothing (5 percent).

  • First Things First. Gen X and Y want to make sure they are ready to own. Sixty-nine percent believe someone is ready when they can afford to buy while also maintaining their lifestyle. For 61 percent of respondents, the "readiness indicator" is when they've landed a secure job.

"Many people have misconceptions about the priorities, the work ethic and the grit of Generations X and Y," said Chris. "Better Homes and Gardens Real Estate sees a group of people who are wise, proactive and are taking a strategic approach to their future. For example, over the last few years high rental statistics have been attributed to an apparent decreased interest in homeownership. Our findings indicate this is not true for Gen X and Gen Y. Our network of real estate professionals are prepared and ready to accommodate this thoughtful, informed population."

For more information regarding the Better Homes and Gardens Real Estate Gen X and Y homeownership survey, visit www.bhgrealestate.com.

About the Survey
The Better Homes and Gardens Real Estate Survey was conducted by Wakefield Research among 1,001 nationally representative Americans, ages 18 to 35, between July 18, 2012 and July 26, 2012, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. population ages 18 to 35.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

About Better Homes and Gardens Real Estate LLC
Better Homes and Gardens Real Estate LLC is a dynamic real estate brand that offers a full range of services to brokers, sales associates and home buyers and sellers. Using innovative technology, sophisticated business systems and the broad appeal of a lifestyle brand, Better Homes and Gardens Real Estate LLC embodies the future of the real estate industry while remaining grounded in the tradition of home. Better Homes and Gardens Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global provider of real estate services. The growing Better Homes and Gardens Real Estate network includes approximately 7,600 sales associates and more than 230 offices serving homebuyers and sellers in Canada and 25 U.S. states: Alabama, Arizona, California, Florida, Georgia, Illinois, Indiana, Pennsylvania, Maine, Massachusetts, Minnesota, Missouri, New Hampshire, New Jersey, New York, Nevada, North Carolina, Ohio, Oregon, South Carolina, Texas, Tennessee, Vermont, Virginia and Washington. For more information, please visit www.BHGRealEstate.com.

Contact Information

  • Media Contact:
    Elliot Schimel
    Kwittken & Company
    (646) 747-0142
    Email Contact

    Jennifer Marchetti
    Better Homes and Gardens Real Estate LLC
    (973) 407-6607
    Email Contact