Homebuyer expectations have shifted dramatically since the pandemic. Having spent extended time at home, often in lock down, people had plenty of time to think about which features make or break their home living experience.
Healthy homes have become a baseline expectation for homebuyers, COGNITION Smart Data shows that 95% of homebuilders are either interested in or already building healthy homes, and 78% report moderate to heavy demand for these features from homebuyers.
The pandemic helped drive this shift, with heightened concerns about health and indoor air quality (26%), the rise in remote work (17%), and the transition to telemedicine (14%) among the most significant impacts.
Buyers–especially younger generations–want homes that address these changes. They quickly realized that a 4,000-square-foot luxury home on less than a quarter-acre lot could feel drafty, energy intensive, and offer no form of outdoor escape.
The same goes for homes with rigid layouts that leave little room for flexibility. Families learned early on that rooms capable of serving multiple purposes–like a home office that doubles as a gym or daycare space–were essential.
There’s a clear connection between these pandemic-driven impacts and the healthy home features in demand. COGNITION Smart Data shows that, across all generations, better ventilation and access to outdoor living spaces ranked among the top three healthy home upgrades homeowners were most interested in pursuing.
Gen Z was the only generation to prefer antimicrobial surfaces over air filtration and purification systems as one of their top three purchase drivers, reinforcing the idea that younger generations are thinking more broadly about health, not just indoor air quality.
Demand for healthy homes is being driven by younger generations. Millennials and Gen Z are looking for spaces that truly support well-being, including features like:
To attract Millennials and Gen Z, builders should consider incorporating elements from five key categories into their homes: Non-toxic, Indoor Air Quality, Physical Health & Well-being, Mental & Emotional Health, and Connection with Nature & Outdoors. Homes that address these categories naturally stand out to buyers and give builders an edge in the market.