What Americans want in housing has changed

According to the America at Home Study, several Americans have altered the shopping list of things they want in a home. 

People no longer refer to affordability as a purely numbers conversation. Now it also includes not just price but also long-term costs, energy efficiency, and emotional value. So, it’s not enough to be tall, dark, and handsome; you’ve also got to smell good, be fit, be low maintenance, and be a good listener.

What should we think about this expanded set of requirements that need to be met?
This broader definition of affordability represents a larger set of value propositions to consider beyond the initial price. Be that as it may, according to the study, 30% of consumers still struggle to find homes that align with their needs and budgets.

Remodeling has always approached “affordability” as a multi-set of value propositions, including the return on enjoyment, but without the hassle and substantial cost of moving. 

COVID certainly helped spark the new preference for enhanced air and water purification throughout the home. According to the study, demand for whole-home water filtration rose 70% and air purification jumped 69%. But does it also account for the fact that walkability to coffee shops has overtaken trails as a top amenity? The study suggests that social connection and emotional health are at the core of this surprising development. 

The kitchen has always been known as the heart of the home. But since the pandemic, this sacred space has also seen a larger influence in lifestyle, embracing cooking, health, and social connection. The majority of the projects Murphy Bros. does center around the kitchen and making it much more than a cooking station or a place to store the dishes. It is the center of all that goes on in the home, from business to entertainment and the culinary arts.

Flexibility in ownership is also rising, with 50% of consumers open to rent-to-own models. Many are embracing smaller, smarter homes that prioritize efficiency and design over size, and they’re willing to trade private yards for shared community spaces that foster connection and outdoor activity.

As remodelers, we are actually seeing people expanding their remodels to include several rooms, usually adjacent to the kitchen, in order to move their home into the “Forever Home” class.  This is a new trend that meets the emerging need of our aging population to stay in their homes they love for as long as they can.

Despite ongoing demand, consumer confidence has fallen, with 30% feeling less comfortable making housing decisions than in 2022. The new home industry faces a call to evolve—designing homes and communities that meet today’s realities through intention, adaptability, and empathy.