Even two years ago, builders had the luxury of selling homes to a pool of discretionary buyers--people who didn't necessarily need to buy a home, but who might just purchase one anyway if it really excited them.
Today, as market researcher Barb Nagle Statler discusses in this video interview, the aspirational buyer is largely gone. Only people who really need a new home are looking for one in the current housing market. These customers may have had a job transfer, outgrown their existing home, or gone through divorce.
She knows what she is talking about: Statler, president of San Diego-based Marketscape Research and Consulting, did the research that served as the foundation for the Irvine Company's recent success. In this video, she talks about how to reach today's buyers with the features they really value.
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