Recent survey research reveals that while necessity—more kids, empty nests, or the desire to cash out—remains the strongest motivator to move homes, emotional resonance is emerging as a key factor influencing buyers, especially with homes that feel intuitive, functional, and easy to imagine themselves in.
According to Mollie Carmichael, principal of master plan and product insights at Zonda, only 43% of shoppers believe it’s a good time to buy, meaning price alone won’t necessarily prompt a move. As such, design is taking on a larger role—not just as a feature set but as a purchase driver.
Carmichael presented insights drawn from buyer survey research during a recent webinar, Evolving Product Trends for Today’s Shifting Demographics.
Buyers are looking for homes that feel livable, personal, and thoughtfully designed, with smart features like technology, energy efficiency, flexible spaces, premium storage, and wellness‑oriented layouts.
Intentional personalization, right‑sized homes, and touches like fireplaces, kitchen super pantries, and traditional‑leaning exteriors are resonating with buyers and help make a home feel comfortable, reassuring, and worth the move.
Carmichael says that home design is increasingly doing the emotional work incentives once did, raising the bar for builders.
These examples reveal ways builders can engage buyers emotionally and present functional design meaningfully, making the decision to move feel more compelling.
Pets Are Part of the Purchase Decision
Many U.S. households own a pet, and owners are emotionally invested in their pets’ comfort and well‑being, appreciating thoughtful, functional solutions for care at home.
Carmichael notes that over half of pet owners say they treat their pets like family, and that mindset shows clearly in their willingness to pay.
- Almost half of buyers would pay for an outdoor pet wash with hot and cold water.
- More than 40% would pay for an indoor pet wash.
- Over half would pay for built‑in pet spaces.
What makes this meaningful is not the size of the upgrade—it’s the message. Carmichael describes these features as a great add precisely because they feel personal. Pet‑ready design signals that the home was built for real daily routines.
Furnished Homes and Curated Packages
Buyers want to personalize their homes, but they are often overwhelmed by too many decisions.
As Carmichael explains, the average buyer is not a designer, and unlimited choice can create stress instead of excitement. Builders can help diffuse that stress with tools and solutions that contextualize and streamline design and décor decisions.
And buyers appreciate the help. Carmichael said a vast majority (73%) of buyers would be open to buying fully furnished homes or partially furnished rooms.
Well‑furnished and decorated homes help buyers picture real life in a new home and clarify how each space can be used, making the home feel more inviting and emotionally appealing.
As for selecting finishes, styles, colors, and more, curated design packages offer professionally coordinated selections that provide continuity and give buyers confidence in their decisions. They can still make changes and feel empowered to personalize their homes, but they are starting from a place of calm rather than uncertainty.
For retirees, second‑home buyers, and equity‑rich movers, this approach reduces pressure and reinforces one of the core values of buying new: expertise is part of the offering.
Rethinking What “Enough” Looks Like Outdoors
Carmichael noted that nearly three‑quarters of buyers would consider a 15‑foot backyard if it’s thoughtfully designed, and many would be willing to trade yard size for elevated outdoor features like fireplaces or stronger indoor‑outdoor connections.
What shifts perception is usability. When a space feels intentional and well‑resolved, hesitation tends to fade, and the focus moves from how much space there is to how well it works. For builders navigating smaller lots or rising land costs, that distinction matters.
Elevators as an Emotional Safety Net
For older buyers, hesitation around multi‑level homes is rarely about stairs alone. It’s about future uncertainty.
Carmichael points out that nearly half of buyers would consider a multistory home if it included an elevator. The appeal is not constant use but reassurance. The elevator answers the “what if” questions buyers may not voice yet, around surgery, mobility, or long‑term comfort.
In land‑constrained markets, elevator‑ready plans allow builders to reintroduce vertical living without triggering anxiety. That psychological safety net can be the difference between interest and commitment.
Small Moments Create Memorability
Not every emotional trigger is practical. Some are simply delightful.
Carmichael shared an example from her builder days where a small, playful bonus space helped sell a home simply by leveraging nostalgic design to create a compelling memory point for buyers.
These moments do not require larger homes or higher budgets. They require intention. A reading nook, an under‑stair cubby, or a flexible space that sparks a smile can make a plan stand out and become the emotional hook that leads to a purchase.
Buyers in 2026 are still rational. They still compare price, location, and size. But design features that create emotional connections can turn hesitation into action.
