Study Shows Women Have the Final Say When Buying Property

If you’re selling your home then you should pay attention to a recent survey that shows women have the final say when it comes to buying a property more than two-thirds of the time. That could and should have a serious impact on the way you market your property.

The study of 2000 homeowners in a relationship, commissioned by online real estate portal Quick Move Now, found that the woman made the final decision in 68% of cases, and three out of ten men admitted to buying a house they didn’t even like because their partner made the final call.

Men Left on the Sidelines 

Remarkably, one in five men in the study bought a house without even seeing it, and 73% of women said they took the lead with estate agents and viewings. Just 51% of the men involved in the study claimed to take the lead, which is invaluable information if you’re considering getting a valuation and selling your home.

Six out of 10 men confessed they live in a house with their partner’s preferences in mind, and 68% of men were happy to hand over the responsibility for house hunting to their wife or girlfriend. Three out of 10 took a more pragmatic approach and understood that their partner had stronger views on where they should live, while 17% simply caved in to avoid an argument – saying it’s ‘just easier’ to let their partner take the lead.

Could the Numbers be Even Higher? 

Another study by Marble Property Services goes even further, suggesting that women are the driving force behind 80% of house purchases. That study considered sole buyers, but it underlined that women are the main point of contact during the purchase process in the vast majority of cases.

Online banking giant Wise backed this up with its own research, which claimed women have the final say in 91% of home-buying decisions and 78% take complete control of the purchasing decisions.

The Gender Divide in Property Preference  

Selling your property is a numbers game, so marketing to women seems like the smart approach. Simply thinking about the gender divide when it comes to basic preferences can change the way you market your property.

A survey by The Little House Company showed that 68% of women are more influenced by the look and feel of a property and the ‘wow factor.’ Another study from Santander Mortgages showed that women prioritize interior space, storage areas, and private garden spaces for entertaining and proximity to good schools.

The Little House survey showed that 85% of men claimed to be more concerned with the condition of the property, the amount of work it would require, and transport links.

How to Market to Women? 

Inevitably, you only have so much influence, but creating a sense of space and warmth in the interior when staging your home and potentially improving the privacy of your outdoor spaces could go a long way toward selling your home.

Simple steps to market to women include highlighting spacious interiors and open-plan areas. Invest some time, effort and potentially a little money into outdoor spaces. An eye-catching garden or patio area that could be used for family gatherings can make a huge difference.

When it comes to staging your home, it’s a good idea to think about colour and warmth. If you have a minimalist and overtly masculine design, soften the sharp edges with flowers and decorations. Even consider a cushion or two.

Women also wield power when it comes to couples buying homes, and the number of single women purchasing homes independently is increasing dramatically.

A recent study from Mojo Mortgages showed sole mortgage applications made by women have increased by 14% over the last five years. Women accounted for 41% of sole applications in 2024 and that number is only going to increase in 2025 as women increasingly take positions of power in the workplace.

So, one way or another, when you sell your home, you are selling it to women first and foremost. Just knowing that in advance could change your whole approach and make you rethink the way you present your home to potential buyers.

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