Better Homes and Gardens Real Estate details homebuyer trends

“Home ownership remains one of life’s most monumental transactions, and today buyers are approaching that life goal with new expectations,” said Ginger Wilcox, president of Better Homes and Gardens Real Estate. “High barriers to entry have created a generation of buyers who know what they want and won’t settle for less. These insights can help sellers and agents make design and presentation choices that resonate with modern buyers who are eager but increasingly discerning.”

The report highlights six key themes influencing home buying decisions including;

The new starter home: Now that the average starter on the housing market is approaching the age of 40, affordability is no longer the only priority. Buyers want a smaller footprint with meaningful design, natural beauty and personalization – a top priority for almost half of respondents.

Paint colors that sell: Forty percent of buyers say paint color plays a major role in their first impression, while another third say it catches their eye. Earth-inspired hues and classic neutrals are gaining influence in the way buyers perceive value.

Influencer-driven design: Social media is reshaping wish lists, moving features like organized pantries, reading nooks, and artisan kitchens from viral trends to real-world expectations.

The layout is more important than the size: Eighty-six percent of buyers say flexible layouts help them think beyond square footage. Functionality, flow and multi-functional spaces for work and family life now outweigh raw size.

Craftsmanship counts: Buyers are increasingly focused on quality. Custom millwork, natural materials and artisanal details are seen as worth the investment.

Curb appeal 2.0: Nearly half of buyers say they won’t buy a home that doesn’t feel right the moment they walk in – and that impression starts on the sidewalk. Native landscaping, organic textures and balanced, inviting entryways are leading exterior trends.

BHGRE also announced the consumer-selected paint colors of the year 2026; Calming Coastal Blue for the interior and Soft Stone Gray for the exterior.

To help its network turn the findings into action, the brand will also release an Agent Playbook, designed to show how these trends can be used to better position listings and guide customers.

Highlights from the playbook include guidelines for positioning starter homes as “smart” rather than small, using paint and lighting to create a move-in-ready feeling of warmth and staging properties with social media-friendly features in mind.

The full report can be found here.