The Light

The Light: The Fourth Tee

It has been 15 weeks since stay-at-home orders were issued in most parts of the country. The housing market remains on solid footing, helped in part by some of the most substantial government intervention in history. So where are we …

The Light: Virtual Empathy

New home marketing will never be the same. The home is more of a place of refuge and safety than ever before. For many more, the home is also now their office. Here are some marketing tactics we see working. …

The Light: The Housing Rally

Stay-at-home orders first generated a jump in DIY projects and are now resulting in a surge in new home purchases and remodeling projects involving contractors. . The Opportunity for New Home Design We surveyed 5,000 recent home buyers last week, …

The Light: Home Buyers on the Move

As the world reopens, the Great American Move that we projected on May 8 has begun! The housing industry is benefiting from the movement, and below are some of the opportunities. . Buy Exurban Land The shift to staying home has given …

The Light: Renters Need Their Space

“Space” in home and community design has never been more important. People need space for health reasons, and people need space and privacy to work from home. Working from home will be a significant shift that stays with us for …

The Light: Tell Me a Story

Once upon a time, a pandemic known as COVID-19 wreaked havoc on the world. Real estate developers—the people who create the wonderful communities we live in and who employ hundreds of thousands of great people—successfully raised the money they needed …

The Light: Reinventing Community

Successful master-planned community developers are evolving their marketing messages to allow for more comfortable, socially distant interactions for future buyers, while they foster the sense of community that is special to their existing residents. These developers are also at the …

The Light: The Great American Move

As states, cities, and counties around the country slowly reopen, we predict The Great American Move. For safety reasons, financial prospects, life change improvements, personal comfort, and employment, we expect a surge in household and business relocations over the next …

The Light: Does It Take a Pandemic to Get Millennials to Buy?

After four weeks of plunging new home sales, transactions have roughly doubled in the last two. The jump in demand has largely been driven by Sharers (31–40-year-olds), a term we developed in our book Big Shifts Ahead to describe the …

The Light: Geographic Opportunities

While shelter-in-place is common among most markets, they each have very different housing market fundamentals. The key questions to ask for each market are: Demand: What will demand look like once shelter-in-place is removed? By price point and rent range? …