Investing with Intention: How Women Are Prioritizing Price Over Location and Design

As International Women’s Month comes to a close, it’s the perfect time to celebrate the impact women are making across industries—especially in real estate. It’s inspiring to see how women are reshaping the housing market. A recent survey by Coldwell Banker Real Estate and the Women’s Choice Award reveals that women are prioritizing price over location, design, and size when purchasing a home. This shift reflects a more strategic approach to homeownership, where affordability and long-term financial security take center stage.

Smart Investments: How Women Are Reshaping Home Buying

More than ever, women are viewing homeownership as a wealth-building strategy rather than just a place to live. By focusing on affordability and future financial gains, they’re making intentional decisions that set them up for long-term success.

While price is the top factor across all age groups, location ranks second, with other priorities shifting based on life stage:

• Younger women (18-29) and older women (60+) prioritize style and design, with 27% and 33%, respectively, placing it at the top of their list.
• Women aged 30-44 focus on functionality, with 37% emphasizing the number of bedrooms and bathrooms.
• Women aged 45-60 value proximity to family, with 14% ranking it as their primary concern.

This financially driven approach isn’t limited to traditional homebuyers. Women are also leading in the luxury real estate market. According to the latest  Trend Report by Coldwell Banker Global Luxury, affluent female buyers—referred to as “she-elites”—are a driving force in high-end real estate. In fact, 95% of luxury buyers report that women either share decision-making power or take the lead in these transactions, highlighting their growing role as strategic investors.

From Fixer-Upper to Dream Home

Beyond prioritizing price, women are showing a strong preference for homes that require minor renovations rather than opting for turnkey properties. This allows them to personalize their space while making smart financial choices.

Across all age groups, a combined 61% of women are open to making minor upgrades, with common improvements including:

• Fresh Paint: Updating walls, cabinetry, or trim for a modern touch.
• New Fixtures: Changing light fixtures, faucets, and hardware to elevate aesthetics.
• Flooring & Tiles: Swapping outdated materials for contemporary styles to enhance functionality and appeal.

These renovations offer a cost-effective way to transform a home, with a fresh paint job costing between $1,200 to $3,900 for an entire interior, and light fixture updates ranging from $100 to $1,750, depending on the type. These updates allow women to maximize value without exceeding their budget.

Empowering Women’s Purchasing Decisions

Women are making thoughtful, strategic choices when investing in real estate. With affordability at the forefront, they’re not just buying homes—they’re building financial security and creating personalized spaces that reflect their unique styles.

This growing trend underscores the importance of financial empowerment and smart homeownership decisions. Whether it’s a first-time homebuyer looking for affordability or a luxury investor making strategic moves, women are leading the way in reshaping the real estate market.

For a deeper dive into the survey results and trends among women in the housing market, click here.