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The concept of owning your 'Dream Home' is a mainstay of the American Dream. The reality of what constitutes one's dream home varies by demographic and psychographic group, but the adage of "Where your treasure lies, your heart lies also," relates to home ownership for all groups.
An interesting fact we discovered during focus groups conducted with recent new homebuyers was that more than half were fearful of the process. Misconceptions that problems with construction, workmanship and surprise expenses were all to be expected when buying a new home pervaded this group's comments. Clearly making the dream believable and attainable remains critical. In addition, dispelling the myths associated with the new home process stands equally important.
As interest rates climb and the marketplace changes, defining both the desires and fears of your best targets will play an increasingly important role in developing how you build the dream of owning a new home in one of your communities.
We will work closely with your team to refine how you craft your story and build the right dream. OTM has and will continue to invest research resources aiming to better understand the emotional factors impacting the home buying process.
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