This last installment focuses on how ‘Homes Talk to Women’ through her personality. And, we’ll find out what Jacob and Aimee decided for their new home.

Our research also unveiled four primary home buyer personas that have an uncanny likelihood of predicting interest in certain aspect of the home. Let’s take a look into these four personas:

  • contemporary
  • work/life balance
  • form over function
  • edgy
  • goal oriented
  • individualistic
  • my home is unique
  • traditional
  • work/life balance
  • function over form
  • practical
  • family oriented
  • predictable
  • my home is my haven
  • formal
  • work/life balance
  • form and function
  • sophisticated
  • quality driven
  • detail oriented
  • my home makes a statement
  • casual
  • work/life balance
  • function over form
  • spontaneous
  • project/activity driven
  • free spirited
  • my home is carefree

With these characteristics in mind, how does each persona’s design preference differ and why? Let’s take front entries as an example. Almost everyone wants their front entry to say “Welcome.” Yet according to a ‘Margo’ in our office, “Our front entry views say ‘Cool’, with an open loft feel, leading to the great room with 10’ flat ceilings and contemporary kitchen. Homes with rustic finishes or a narrow entry say, ‘Not for me!’” In contrast, an ‘Elise’ insists on a front entry, “An open front entry says, ‘Welcome to our home’, an entry coat closet says, ‘Here, let me take your coat; make yourself at home.’” ‘Margo’ wants the wow-factor and a unique design, while ‘Elise’ is more traditional and practical.



Photo Courtesy: iLumigreen

After exploring their options, Jacob and Aimee have decided they want to buy new rather than remodel a resale home. They’re looking for a big walk-in closet and an eating area large enough to accommodate guests. Aimee’s dad is an electrician, so based on her experience and knowledge she’s keen on LED ceiling lighting without cans, quiet bath fans, and power outlets with USB charging. As newlyweds with good jobs and visions of a larger family, nice-size secondary bedrooms with larger closets are a higher priority than high-end fixtures and finishes. Aimee is thinking about a nursery within earshot of their bedroom, and how important it is for Jacob to have a place for video games – how he likes to unwind after work. Aimee’s an Elise with some Margo tendencies. Storage that is practical and maintenance-free gives back time for more important things. But she has already picked out some unique light fixtures and is leaning towards slate gray cork wood flooring. It’s all a part of her story – past, present, and future!

We invite you to learn more about the four personas and take our Finally About Me!® quiz to discover your new home personality. And, these other great articles regarding personas and design preferences:

If you missed the first three segments of this four-part series, click on the links below:

For more resources on thoughtful design: 

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