A Rhode Island builder is aiming to attract energy-minded buyers to its newest community with options that include features designed to generate significant cost savings, including solar power.

h.a. Fisher Home’s offerings at Reynolds Farm will also cater to female buyers with a range of features based on company research that points to the preferences of women. The new community, which is under construction in North Kingstown, R.I., will eventually include 242 residences. 

Designed as a traditional neighborhood development, Reynolds Farm will include a mix of single-family homes, single-level cottages, and live-work townhomes. The first phase of construction, which opened April 11, encompasses 41-single-family homes, 18 single-level cottages, and 24 live-work townhomes. The single-family homes range in size from 1,500 to over 2,100 square feet with three bedrooms, 2 ½ bathrooms, and garages. Prices are expected to start in the $300,000s.

Designed by Design Basics of Omaha, Neb., the single-family homes and the townhomes at Reynolds Farm include an optional casita, a private space that has a separate entrance, kitchen, living room, and bedroom. Designed for multigenerational living, casitas can be used by retiring parents, nannies, post-college adult children, or other family members. 

Like all of h.a. Fischer’s projects, the homes at Reynolds Farm incorporate a woman’s point of view, with features that are traditionally top of mind with female buyers such as ample storage, flexible spaces, abundant open areas for entertaining, and designated rooms for relaxation. Here, BUILDER talks with Hugh Fisher, founder and president, about the success of the approach.

What does it mean to run a “woman-centric” home building business?
Fisher: The woman-centric idea that we adopted in 2007 from Design Basics revolutionized my business. We opened our first woman-centric development, Deer Brook Estates, and sold out--even during the depths of the recession.

Hugh Fisher
Hugh Fisher

Why is it important to cater to women?
Fisher: Research has proven time and again that women impact most of the decision to purchase a home—up to 92%.  Ignore her at your peril.

What are the top items that women want in a new home?
Fisher: Our research indicates that there are four key things that women intuitively look for in a home: storage, de-stressing, entertaining, and flexibility. We incorporate all of them into our home designs.

Our designers have discovered four distinct home buyer “personalities,” if you will. None of which pigeon-hole anyone, but give us, as home builders, somewhat of a palette in which to produce a home for the individual buyer. Click here to learn more.

How do female buyers differ from men?
Fisher: She walks into the home looking not only from her perspective, but also how the house will fit everyone else in her life such as spouse, kids, parents, and guests. Key questions include: Where will she unload her groceries? Where will her husband dump his golf equipment? Where will the kids unload their school stuff? Where can mom stay when she visits? What if parents need to stay long term? What about the pets?