Insider Tips for Selling New Homes to Women

Real Estate Technology

It’s no surprise that women are key influencers when buying a home, but you might be surprised at just how high their influence is.  Women make 91% of the decisions when it comes to buying a new home. And the process a woman goes through is different from the process men use.

According to award-winning salesperson, coach and author, Kerry Mulcrone, “A woman will tell you just about anything you want to know when she’s buying a home, if you engage her in the right way.”

What’s that right way? What really puts her off? And what’s Kerry’s 5 “E” Strategy for successfully selling to female buyers? Learn this and more about real estate sales to women in the upcoming webinar, “A Clear Focus on Decision Makers: Women in the Buying Process,” on Wednesday, April 29th at 11:00 a.m. CT.  Click here to register for the webinar. 

Meanwhile, let’s hear what these leading home building marketers and sales coaches have to say about their tips for selling homes to women:

Jeannette Bodnar
Marketing Director, Savvy Homes

Jeannette Bodnar  

Savvy Homes is very much aware that 91% of all new home purchasing decisions are made or influenced by female buyers. We reach and connect with them through Facebook, Houzz and Pinterest, plus blogs and Twitter.  We constantly add content that keeps buyers interested in home – design ideas/tips, products, trends, floorplan, etc.  They like being part of on-going conversations that promote interaction and once we see a trend in something that got a pin, like or a share – we know we hit on something important.  From these tidbits of data, we can shape and plan our next engagement to keep them coming back.
Jeannette Bodnar


Lianne McOuat
VP Client Service, McOuat Partnership  


Lianne McOuat

In our experience marketing over 2,000 communities across North America, the female plays the most important role in the selection process for a new home. They head up the research process, narrowing down the site selection and deciding on the sites to visit. One of the key ways we connect with our female prospects is by advertising in home magazines (both digital and print versions). Our advertising approach to appeal to females is to ensure our ads have a “fashion” feel and to showcase the lifestyle a woman can live in our communities, appealing to her heart and not the head.
Lianne McOuat


Pat Stark
Principal, Marketing Matters  

Pat Stark Marketing Matters

We try to highlight conveniences and how the family will utilize the home or property on an everyday basis. Great views, community amenities, etc. are definitely important, but we find that women will most value the way her day to day experience will be improved for herself and her family. These are the design elements that are most often passed to referrals and shared among social media comments.
Pat Stark


Meredith Oliver
Digital Diva, CreatingWow  

Meredith Oliver Creating Wow

Women buyers want to know that you care about them. If you are talking face-to-face, give your full attention with eye contact. Listen intently and show that you are listening by asking questions and repeating back important information. If you are building a relationship over email, respond quickly, give direct answers and ask questions to make sure the conversation flows. Don’t buy into stereotypes about women; ask questions about her likes and dislikes and customize your presentation to those interests. Most of all, after the sale be sure to deliver world-class customer service to ensure you will get referrals and repeat business.
Meredith Oliver


John A. Palumbo
Author and Coach,

John A Palumbo

Women make buying decisions differently than men.  Understanding what motivates them to buy is important, of course, but knowing why they don’t buy is key.  Understanding the Female Fear Factor will help you become a trusted advisor and will earn you a customer for life.
John A. Palumbo


Comments (13)

Captain Wayne - Rowlett Real Estate School
Rowlett Real Estate School - Panama City, FL
Rowlett Real Estate School / Owner and Instructor

Hi Karen Robertson, welcome to the Rain train! I'm glad you made the brave first steps into the blogging world with us! It's a great place to be and I hope to see many more posts from you in the future!

Apr 27, 2015 07:23 AM
Rebecca Eddleman
Austin, TX
Leads + CRM + Marketing Automation = More Sales

Thanks, Captain Wayne! I see you are in Destin, Pensacola Florida - a place I spend much of my childhood. Small world. 

Apr 27, 2015 08:05 AM
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Karen - I knew women had a lot of influence in buying a home.  I just didn't know it was that high.

Apr 27, 2015 03:48 PM
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Karen - Congratulations on your first post here in the Rain. Welcome to the community.

Apr 27, 2015 03:49 PM
Mark Neighbor
A O Home Solutions - Sell House Georgia - Buy House Georgia - McDonough, GA
Sell House Fast In Georgia

Welcome to Activerain Karen. Great first blog and nice intro into the other things on your site like the webinar.

Apr 27, 2015 10:17 PM
Barbara Todaro
RE/MAX Executive Realty - Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Good morning Karen Robertson whether one is selling to a married couple or a single woman, the woman is usually the decision maker.... good first post....and welcome to ActiveRain.... 

Apr 28, 2015 10:53 PM
Rebecca Eddleman
Austin, TX
Leads + CRM + Marketing Automation = More Sales

Thanks for your welcomes and comments everyone! 

Apr 28, 2015 11:18 PM
The Julie Morales Team
RE/MAX Cinco Ranch - Katy, TX
Real Estate Questions? Call (832) 367-3412

Great information! It is definitely true women make almost all of the buying decisions. They can make or break the deal. Welcome to ActiveRain!

Apr 29, 2015 05:20 AM
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

Karen Robertson, the webinar was probably a great one but I missed out. I have to pay closer attention to the new talent when it enters the arena. Welcome!

Apr 29, 2015 09:28 PM
Rebecca Eddleman
Austin, TX
Leads + CRM + Marketing Automation = More Sales

The webinar was fantastic! We've had a number of requests for the video so I will post that here as soon as it's ready. 

Thanks everyone. 

Apr 30, 2015 12:10 AM
Shanna Day Team Leader (UT & AZ)
Keller Williams SLC (UT) and Keller Williams Realty EV (AZ) - Park City, UT
Keller Williams Realty

Interesting fact - 91% of women make the buying decision.   Wow.   I have always asked my showing assistants who is the decision maker (the man or woman) after they show homes to couples, but now we will focus on the points here.   Here's to closing more deals by following your advice!   Thank you. 

Apr 30, 2015 03:31 AM
Rebecca Eddleman
Austin, TX
Leads + CRM + Marketing Automation = More Sales

Thanks Shanna.  The webinar was terrific. I'm posting the link here to the replay and will post it as a new ActiveRain blog post as well.

At the end of the webinar, she answers a very interesting question about what to do if a woman shows up for a tour without her partner. I loved her answer. Kerry Mulcrone spent 18 years showing models so she's had hands-on experience in addition to all of her sales coaching and training. 

Feel free to share this link:

Apr 30, 2015 05:14 AM
Trumps Elite
Keller Williams Realty Acadiana - Lafayette, LA
Realtors/Career Consultant

Great article. Welcome to ActiveRain. I look forward to reading more from you soon!! Best of luck.

May 01, 2015 01:43 PM