Women are a crucial part of society and they play a pivotal role in every industry and business, and Indian real estate is no exception. Still, it is a mere fact that marketing campaigns that revolve around women homebuyers are a handful. The fact can’t be denied that women are a crucial segment of homebuyers, here are going to cover some points to know why real estate is a little less focused on this segment.

This can come as surprise to many that women in real estate marketing campaigns are showcased in an oversimplified way, they are still viewed as merely a part of a family. In marketing ads, women can be found in the fancy kitchens or managing children as a homemaker.

Now, it’s time to take a look at some statistics-

• Women are now in the driving seat of the world economy. Globally, they control somewhere around $20 trillion in annual consumer spending, and this particular figure is likely to climb as high as $28 trillion in the next five years.
• Over the course of 2019, an analysis of more than three million Instagram ad posts was taken into account, to know among others, the demographics of influencers. As per the findings, 84% of influencers creating sponsored posts on Instagram were women.
• For as many as 62% of Indian women, real estate is the preferred asset class for investment. Also, at least 82% of women buy a home for end-use.
• Over 70% of women respondents consider this to be an ideal time to buy a property.
• At least 66% of women respondent home seekers will buy within affordable and mid-segment housing (less than Rs 90 lakh budget), a survey said.

Why developers refrain from women-centric marketing ads?

According to some experts in the real estate market, the problem lies in the mindset of developers, it’s not only the first-generation conservative developers but also the second-generation luxury developers who don’t want to risk the market disruption.

Why there is a need to convince builders and developers that women are the single and highly powerful segment of the housing market.  Women do not need or desire validation of their life’s choices from any specific brand, in fact, it is the brand that needs to be validated by their choices.

Home buying is such a family-driven affair!

A little bit of change can be seen, but there is still a long way to go when it comes to thinking about women as homebuyers. South India can be seen focusing on women homebuyers, but North India is more men-driven though the campaigns are family-driven. As long as women’s home buying doesn’t reflect in numbers, the mindset is less likely to change.

Some important things to know:

• Women play a key influencer or contributor, in 74% of real estate buying decisions.
• Of this, 32% of buyers are single women, in the top eight cities.
• The use of women in advertising has generally been to add glamour, instead of talking to this target audience.
• As buying a home is perceived as a family affair, developers still ask questions why they need to talk to women, instead of how to talk to them.