The big picture: Men often dominate the homebuilding process. But women tend to drive the buying decisions – especially the features that make a house work for the whole family.
Why it matters: Builders who design with women in mind can create homes that are more livable, customizable and family-friendly – boosting sales and satisfaction.
Real buyers, real impact
Debbie Biondi asked H.A. Fisher Homes to move a kitchen sink out of the island so she could have more space for entertaining. The builder adjusted the plan.
Pilar Rodriguez chose Raymus Homes because of family-focused details like motion-sensor bathroom lighting – ideal for kids who forget to turn lights off.
The women-centric approach
Developed by Design Basics’ Woman-Centric Matters! program.
Based on focus groups and research confirming women are the household decision makers.
Used by builders in 15 states and Canada.
How it works
Builders use questionnaires to uncover what buyers want:
Livability at a Glance: Entertainment, storage, relaxation, flexible spaces.
Finally About Me: Personality-driven preferences that shape design choices.
What women want
Drop zones: A space near the garage with shelves, benches, and lockers to keep mornings less stressful and kitchens clutter-free.
Laundry near bedrooms: No more hauling clothes up and down stairs.
Hidden appliances: Coffee bars and toasters tucked away but still handy.
Walk-in pantries: Food and appliance storage is a necessity.
Builder perspective
Hugh Fisher adopted Woman-Centric Matters! during the housing downturn and kept selling while competitors struggled.
Sarah Fisher: “Women-centric design is just great design that women intuitively get and men appreciate.”
Laurin Sephos, Raymus Homes: Helps buyers solve problems they didn’t even realize were frustrating them.
The bottom line: Women may not always be the only decision makers, but they play a decisive role. Builders who design through a woman’s perspective create homes that work better for families – and stand out in the market.
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Julie Gordey
A lifelong educator, Julie Gordey, is a retired school administrator. After years of focusing on education, this University of Texas graduate now travels and enjoys freelance writing for BDX and NewHomeSource.com.