Ginger Wilcox, President of Better Homes and Gardens Real Estate, shares consumer trends and data insights to help drive your spring market strategy.
Over the past two decades, consumer behavior has changed and the way people think about housing has changed. Social platforms have expanded what people thought was possible in their lives, and remote work has made home the center of daily life in ways never seen before. As a result, buyers have more information and are harder to impress.
These changes are evident in how buyers value homes today. Historically, housing has been an economic investment, a practical decision shaped by commute times, school districts, and family logistics.
Today, buyers are looking for spaces that support the way they live, work, and restore. Features like a home office, outdoor cooking space, personal gym, and spa-like bathroom are no longer exclusive. They’re part of how buyers define a home worth owning.
To help agents understand this idea, we investigated how lifestyle preferences are shaping real estate decisions today. The Better Homes and Gardens Real Estate 2026 Design Trends Moving Real Estate report leverages consumer research, agent insights and design expertise to identify where value is being created and what buyers are responding to.
Six key trends that will drive buyer decisions in 2026
Layout: Flexibility trumps square footage. 86% of buyers say an adaptive layout helps them imagine how they’ll use their home every day, beyond size. Starter Homes: Buyers are looking for thoughtful design, natural beauty, and a sense of belonging. Paint color: 40% of buyers say paint color makes a huge difference in their first impression. Calm neutrals and earthy tones create warmth and increase perceived value. The Instagram effect: Social media trends are shaping real-world expectations. Curated pantries, reading nooks, and handcrafted kitchens are becoming features buyers actively seek. Craftsmanship: High-quality materials and custom details represent longevity and individuality. Buyers will pay more for a home that feels well-built. Curb your appeal: Almost half of buyers will hesitate if a home doesn’t feel right from the moment they arrive. Natural landscaping and simple, natural finishes create a balanced and inviting look.
Turn trends into agent traction
These insights give agents practical direction. This means you can frame the listing conversation, highlight what buyers value, and guide sellers to the latest information that’s most likely to increase sales price and reduce time on market.
Preparation conversations focus on functionality and flow. A well-functioning home is easier for buyers to imagine living in. Use trend data to explain why certain updates improve value and usability. We help sellers invest in elements that shape emotional response, such as lighting, paint, layout enhancements, and curb appeal. Enhance the presentation so that the home feels intuitive, calm and suitable for everyday life.
Homeownership remains one of the most important decisions people make. Buyers approach the process with a clearer understanding of how they want to live and look for agents who understand that. Agents who can understand this data and translate it into honest guidance will win repeat business and referrals.
methodology
This consumer research was conducted by Thinqinsights on behalf of Better Homes and Gardens Real Estate LLC from October 6, 2025 to October 9, 2025. The device-independent online survey included 500 U.S. adults ages 21 and older recruited through the National Consumer Research Board. Respondents were current or prospective homeowners who were heavily involved in home design and renovation decisions. The margin of error for the entire sample is ±4.4 percentage points at the 95 percent confidence level. Eligibility criteria include having purchased a home within the past two years or planning to purchase within the next two years, or completing a major home renovation within the past two years, or planning to purchase a home within the next two years.
Ginger Wilcox is the president of Better Homes and Gardens Real Estate.
