Facing headwinds, builders look for new ways to deliver what homeowners want.
Affordability pressures, rising costs and cautious buyers are reshaping the housing market. But the latest COGNITION Smart Data research also points to new opportunities for builders and manufacturers in 2027.
Drawing on surveys of builders, homebuyers and homeowners, this report explores the forces influencing the year ahead—from demand for remodeling and high-performance upgrades to builders’ priorities for new products, technology and business investment.
Inside, you’ll learn:
- Which cost pressures are weighing most heavily on builders.
- Why builders are looking to new materials, technology and stronger marketing.
- What homebuyers want—and what’s keeping many from making a move.
- Why homeowners are investing in comfort, efficiency and aging in place.
- How partners can help builders respond to changing market needs.
Get the insights to understand what’s changing—and where your next opportunity may be.