Why pandemic buyers are headed to the ‘burbs

Once viewed as a symbol of 1970s and ’80s urban flight, the suburbs are in demand again, as buyers increasingly look outside of urban areas in the midst of the COVID-19 pandemic and recession.

According to a new report released by real estate firm Marcus & Millichap, the pandemic has not only altered people’s housing choices, it’s also changing where they want to live.

Nationwide lockdowns have been the key driver of the change, according to the study, leading many Americans to seek larger residences in order to accommodate home offices, home gyms, online learning and a wish for private outdoor space.

Practically overnight, the lockdowns have also led to another huge demographic change: the working-from-home phenomenon. In March, millions of American workers, mostly in white collar industries, suddenly found themselves working from home. Nearly five months later, it doesn’t look like they’re going back to the office anytime soon.

According to the Pew Research Center, nearly 60% of American workers are now working remotely. Compared to just 7% of workers prior to the pandemic.

Last month, Google announced that its employees will continue working from home until summer of 2021. Meanwhile, Twitter’s employees have been told they can stay home indefinitely, and Facebook expects half its workforce to be remote within the next 10 years.

Which begs the question: why pay high rents in places like San Francisco and New York City anymore?

“The ability to work remotely has diminished the value of a short commute in the home-search equation, making lower-cost suburban locations more favorable,” read the Marcus & Millichap report.

While some employees might be waiting it out to see if the trend lasts before committing to a home purchase in an “un-commutable” area, a Harris Poll conducted in April showed that 40% of city dwellers across the country were considering moves to less densely populated areas in the face of the pandemic.

“People will be much more cautious about living in high-density areas with so many people nearby,” predicted National Association of Realtors Chief Economist Lawrence Yun in a recent statement.

Although COVID-driven migration is intensifying the shift to suburbia, the preference for suburban locations among older millennials was already happening prior to the pandemic. With 60% of millennials now in their 30s, many of whom are considering children, the importance of public schools is an emerging factor in homebuying decisions, according to the report.

Meanwhile, social unrest and a spike in urban crime rates could lead to more migration to the suburbs, potentially upending and reversing urban trends of the last 50 years.

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Which green products are most important to buyers and homeowners?

Written by Alessia Girardin

Last week, the National Association of Home Builders highlighted the key green products and systems that consumers are looking for in a home. The 2020 Green Single Family and Multifamily Homes SmartMarket Brief surveyed builders and remodelers regarding their consumers’ most requested green products. Though the data was collected before the impact of COVID-19 was felt on the industry, eco-friendly features are expected to remain high on wish lists overall.

“Customers, who have spent months in their homes, have developed a heightened awareness of what efficient, comfortable and healthy means to them, and builders and remodelers need to be ready to meet these needs,” NAHB noted in a press release.

According to the brief, consumers are most interested in products and services that directly affect utility bills and indoor environmental quality. Over half of builders and remodelers (57%) ranked finding a home that is energy efficient as their top request among owners and homebuyers, while most (84%) ranked it at least in their top three requests. In regard to product systems that impact indoor environmental quality (IEQ), water conservation and renewable energy, around half of builders and remodelers ranked those requests in their top three as well (44-54%). And roughly a quarter of builders and remodelers surveyed noted that owners and homebuyers requested material and resource-conserving products.

Data also showed these requests being acted upon by builders and remodelers. In regard to the most important item in terms of energy efficiency, LED lighting was the most requested among owners and homebuyers with an 85% request rate. It also ranked as the top green project in terms of what remodelers have undertaken at 91%. Additionally, direct outdoor ventilation using fans ranked as the top IEQ improvement among owners and homebuyers (72%), and there are currently 81% of builders and remodelers putting such projects into place. Likewise, the results for water conservation are the same: 72% of owners and homebuyers have requested high-efficiency plumbing fixtures as their top green product, meanwhile 81% of homebuilders have started those projects. Looking at reusable materials, 84% of builders and remodelers are implementing such products based on a 64% owner and homebuyer request rate. By contrast, owners and homebuyers have not shown much interest in solar, with only 8% requesting this renewable energy source, which may be why only 16% of such projects have been put into place.

So next time you’re writing up a listing description for a home with eco-friendly features, you might not want to concentrate on the flashy items, since simpler energy-efficient green products ranked the highest among owner and homebuyer requests. Targeting those consumer hot-buttons of efficiency when marketing a home may attract that next high-performance sale you’re hoping for.

For more information about buyer preferences, read our post on buyer home preferences post-COVID-19.