When buying a new home, buyers are increasingly seeking a more connected and personalized experience. Marketing can help tell this story and draw more buyers in. A recent survey from John Burns Research and Consulting shows homebuyers are far less interested in communities with generic branding. Instead, they want to live in a community that reflects their intended lifestyle.

What marketing campaigns are actually working?

As part of the survey, more than 1,200 homeowners and renters were asked which new-home marketing phrases feel fresh and which are overused. Phrases like “dream home” and “luxury living” were called overdone by approximately half of respondents, while phrases like “inspired by you” and "crafted for connection” came out on top.

Why does this matter?

The survey finds that buyers want to feel understood. Rather than focusing on finishes and amenities, buyers want their homes to reflect their lifestyles and marketing campaigns that lead with this idea are more likely to attract buyers.

Of those surveyed, 44% also say that they don’t have full confidence in new-home construction quality, and leading with luxury-minded branding isn’t going to change their mind.