Coldwell Banker "Housetrology" Quiz uncovers intangible homebuying influencesMortgagePress.comColdwell Banker, Housetrology, homebuyers, quiz, Facebook
Coldwell Banker Real Estate LLC has shared the initial results
of its innovative and engaging Housetrology quiz online in which
the company asked people, "What's Your House Sign?" After receiving
more than 1,200 responses this summer, Coldwell Banker delved
deeper into the emotional instincts affecting home buying decisions
by leveraging a third-party research company to conduct a more
formal consumer attitude survey on home buying. In addition,
Coldwell Banker tapped the expertise of Dr. Ruth Peters, a family
psychologist and special correspondent on NBC's "Today" show, to
interpret the results of the company's online quiz and consumer
research. Dr. Peters offers an additional perspective on how home
buyers can balance emotional and practical issues while hunting for
the homes of their dreams.
Encouraging consumers to think beyond such standard home buying
variables as square footage or school districts, "Housetrology"
examines how emotional instincts can factor into the type of house
a person might want to live in. Answers to such questions as,
"Which TV show's house would best suit you?" or "What would you see
out of your dream home window?" include images and descriptions. At
the conclusion of the quiz, consumers learn their ideal home style.
More than two-thirds of Facebook respondents fell into either the
"Urbanist" (35 percent) or "Contemporarian" (34 percent)
categories. The Coldwell Banker "Housetrology" quiz is now also
available on the ColdwellBanker.com Web
site giving everyone who participates a fun and unique way to
uncover their inner "house signs" and better understand the various
factors influencing their home style preferences (See complete
results from the "Housetrology" Facebook quiz below).
"As a clinical psychologist with over 30 years of experience,
and through my partnership with Coldwell Banker, I've seen how
emotions can influence major life decisions such as finding a
home," said Dr. Peters. "And while validating our emotions and
trusting instincts are important, it's essential to look past
emotional triggers like perfect white picket fences, and consider
practical factors as well to make the most informed decision for
"Before visiting an open house or reaching out to speak with a
sales associate, consumers research and collaborate online in what
we call the 'dreaming phase' of the home buying process," says
Michael Fischer, senior vice president, marketing, Coldwell Banker
Real Estate LLC. "By delivering this fun and informative
'Housetrology' quiz on Facebook and on our Web site,
were helping future homeowners dream and identify the kinds of
homes they like most, and through innovative, interactive
Conducted by International Communications Research (ICR), a
leading third-party research company, the findings from the
Coldwell Banker Survey include the following highlights:
Quality, feel and first impression of home
More than three out of every four respondents (78 percent) felt
that the quality of a home is more important than square footage.
The majority of respondents (60 percent) also said that the "feel"
of a home is as important as its price. Twelve percent of
respondents knew their house was "the one" even before stepping
inside. After visiting just once, that figure rose to 51
"While some buyers begin the process with a list of
'must-haves,' this data demonstrates how intangible impressions
like 'quality' and 'feel' factor heavily into the home
decision-making process," said Dr. Peters. "In fact, some people
even experience 'love at first sight' when it comes to their homes,
which means one cannot overstate the importance of a strong first
impression. And price isn't all that matters--as opposed to
investing and then hoping for an overnight return, consumers
recognize that a home must have the right 'feel' for their everyday
Buyers prefer security, nurturing and cozy spaces over
more abstract ideals
Fifty-one percent of respondents said that, "A home should be a
space that feels safe and secure," while an additional 16 percent
felt it should be "full of warm, cozy spaces where I can curl up."
Taken together, these responses heavily outweighed those who felt a
home should be a "refuge to get away from it all" (13 percent),
"open to nature with great views (12 percent)," or "a space that
feels airy and light (6 percent)."
Fifty-eight percent of respondents agreed with the statement,
"My home is a place to shelter and nurture my family." The next
most popular response was, "My home is a place to escape from the
pressures of daily life," which 19 percent of respondents agreed
"Lovely views and lots of light are nice to have," said Dr.
Peters, "but these results underscore that first and foremost, a
house becomes a home when it feels comfortable and safe for the
family that resides there. Now more than ever, consumers are
probably more inclined to choose security over special add-ons like
lofty views or an airy atmosphere."
Coldwell Banker Housetrology Quiz results from Facebook
In June 2008, Coldwell Banker became the first full-service real
estate brand to take advantage of the power of social networking by
launching the "Housetrology" quiz as a Facebook application. The
site currently has 80 million active users, with the fastest
growing site demographic being 25 years and older. So far, the quiz
has been taken over 1,200 times on Facebook alone, with respondents
falling into the following categories:
" Urbanist--35 percent. Urbanists say "no thanks" to minivans,
puppies and 2.5 children, and prefer culture, chic décor and
" Contemporarian--34 percent. Contemporaians crave open,
light-filled spaces, high ceilings and majestic nature views, and
love to bring the outside in by using natural materials.
" Ranchero--16 percent.
" Colonialista--11 percent. Colonialistas spend their time and
effort securing timeless decorative pieces as opposed to passing
trends, and their dream homes rest on stately columns and solid
" Eclectic--3 percent. Eclectics are masters of incorporating
the best of all worlds, and know how to blend it all with style and
" Victorian--1 percent. Victorians favors all things ornate,
including, color, pattern and whimsical, old-fashioned details.
Those interested in taking the Housetrology quiz can access it
by clicking here or on
the Coldwell Banker page on Facebook.
For more information, visit www.coldwellbanker.com.