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Adapting Your Sales Strategy to Respond to Buyer Hesitation

Sales + Marketing Trends

Adapting Your Sales Strategy to Respond to Buyer Hesitation

A recent John Burns Real Estate Consulting consumer survey revealed that 66% of would-be buyers believe now is a bad time to invest. Here’s how builders, rental investors, and building products companies can keep them in the game

September 6, 2022
Row of new houses under construction
Image: Stock.adobe.com

Homebuyers are backing out of home purchases and waiting for an improvement in housing affordability in the event of a housing reset, but that doesn’t mean builders should throw in the towel just yet. According to John Burns Real Estate Consulting, home builders should instead shift their marketing toward renters to cater to those who have been pushed out of the for-sale market. 

Meanwhile, rental investors trying to capitalize on increased traffic in the rental market can attract the 58% of renters who are saving to own a home by offering the single-family house they want as a professionally managed rental with future purchasing opportunities if inclined. 

Owning a home is important to most, but not all—and maintenance is a big reason why: While 88% of homeowners indicate that owning a home is very or somewhat important, only 62% of renters feel the same. Maintenance, financial responsibilities, and inflexibility are the biggest reasons why 38% of current renters do not believe homeownership is important. Per our Master Plans and Amenities report, the top two reasons build-to-rent communities appeal to homeowners are 1) community upkeep and 2) having less maintenance responsibilities (including the associated costs).

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