Research evaluates female behavior in the search for property – 04/12/2023 – Market

A survey of more than 7,600 women traced female behavior when choosing a property in Brazil. Location and security appear at the top of importance, but age, maternity and marital status lead buyers and renters to different housing configurations.

The survey was carried out by DataZap +, between January and December 2022. According to the study, about 7 out of 10 buyers are mothers. Among the tenants interviewed, 55% said they had children. In both profiles, more than 60% of them claimed to have a pet.

“The study opens a discussion for the market to adapt. This is the group that seeks the most, but is the one that receives the least”, says Larissa Gonçalves, from DataZap+.

“More than half of single women have children. So, how can you say that a landlord doesn’t want a mother with a child or a pet if that’s the profile of most of your public? The market has to rethink how it’s treating its final consumer”, says the economist .

Last year, the participation of women among the public that searched for properties in the ZAP+ portals was 62%. In the location, according to the survey, the female presence reached 67%.

By relating the profiles, the study showed that the average age among buyers was 48 years. When assessing the profile of the renter, about 4 out of 10 are part of generation X (born between 1964 and 1983).

“However, this profile tends to be younger, since there is a 31% concentration in millennials [com ano nascimento entre 1984 e 1995]says the survey.

In the comparison between generations, considering marital status, the participation of generation Z is lower (27%) among women who declared to be married and were looking for property to buy. Among single women, generation Z stands out in the comparison (69%).

With regard to family income, most buyers and tenants declared to be in class B (income
monthly household expenses from BRL 4,458.01 to BRL 16,768). About a third of the tenants sample is in class C (monthly household income from R$ 1,378.01 to R$ 4,458).

New house that fits in your pocket

Buyers are mostly married and are looking for properties with more bedrooms (average of three), with suite, parking space and between 61m² and 90m². Tenants, who are predominantly single, tend to prefer properties with two bedrooms and an average size of 71 m².

The interviewees mentioned, on average, three reasons for looking for a property to buy. The main one refers to the characteristics of the property, such as having a barbecue, parking space and balcony. Among working women, having leisure areas was mentioned as very relevant (62%).

Then comes the issue of security in the region where the property is located, an attribute mentioned mainly by those who live in the country’s capitals. For all interviewees who declared themselves to be in class A (with family income from R$ 16,768.01), living in a safe neighborhood is an important motivator.

For tenants, the main motivation was proximity to work, followed by security in the region. With prominence among women of generation Z, single and without children.

The characteristics of the property were considered relevant by married women with children. Among the buyers, around 8 out of 10 thought the size of the private area, the number of bathrooms and the property’s potential for appreciation were important.

Indicated by almost all women, price is the most relevant characteristic when looking for a new home.

Real estate financing is the preferred option at the time of purchase, while the possibility of paying 100% in cash was indicated by 51% of widowed respondents.

“Caixa is still the most remembered among banks for financing”, says Larissa, although 1 in 3 interviewees had not chosen the financial institution.

“In the end, it’s always the equation ‘what I need’ and ‘what fits in my pocket'”, says the DataZap+ economist.