The Modern Homeowner: 5 Ways To Reach Them

Priorities have evolved for American homebuyers. 

Today, people spend more time living, entertaining, and working in their homes.

So, what are the things that make a home feel like home for today’s homebuyers?

What do American homebuyers look for when finding the perfect place to set down roots?

Top 5 Features That Matter to Homeowners 

1. Community and Location 

Location contributes to the overall value of the home over time, and more immediately, it affects the quality of life for the buyer.  

Research says, 84% of Americans feel it is important to have a connection to their community.

This is further proven by the 88% of homebuyers who are willing to give up some features of their dream home to be in a community that’s a perfect fit for their household. 

2. Outdoor Living Space 

People are doing more relaxing, grilling, gardening, exercising, dining, playing with pets and children, and entertaining outside. Because of this, we are seeing an increase in the importance, use, and renovation of outdoor spaces. 

In fact, 70% of professionals agree that an updated, usable outdoor living space has a big impact on overall home value.

Not to mention, homeowners are usually willing to spend a quarter of their home improvement budget on outdoor living spaces!

4. Safety and Smart Home Technology 

Safety is top of mind, with a huge uptick in smart home device sales. Today’s homeowners are looking for solutions to reduce energy consumption, improve home security, and automate household tasks.  

Fun Fact: The global smart home market is valued at almost $150 billion currently and projected to surpass $630 billion by 2032!

5. A Multi-Functional Flex Space 

Having a multi-functional space has remained a feature of importance on most home-buyer bucket lists.

Our homes now serve as offices, gyms, school rooms, libraries, and anything else our family might require.

They are no longer just retreats that serve a single purpose, but rather a place in the home where we may relax and live as we choose. 

Top 5 Ways to Reach Homeowners Across Channels 

Buying a home is one of the biggest investments a consumer can make in their lifetime.

So, how can you reach homebuyers throughout their homeownership journey? Utilizing a multichannel marketing strategy will reap the most success, leading to an average of 24% more conversions. 

Not to mention, 90% of customers expect consistent interactions across channels! The importance of personalized, multichannel marketing is a must in 2025.

Here are the top 5 ways to reach homeowners across channels:

1. Build a Strong, Data-Driven Audience

First things first: Leveraging the right data is key for reaching homeowners with your marketing campaigns. Simply casting a wide net rarely yields the desired results.

Go beyond basic demographics and delve into specifics that paint a clearer picture of your ideal homeowner audience.

Consider factors like property value, property condition, mortgage status, homeownership duration, lifestyle indicators, and even past purchasing behaviors to build a high-performing audience.

2. Get Personal with Email Marketing

Email has been around for decades, and it isn’t going anywhere. 

Like texting and social media, email is an integral part of modern-day communication.

This, combined with advancements in data, personalization, and automation, makes email marketing a key component of today’s successful marketing programs. 

Here are some stats to showcase the profound power of this channel:

• Email marketing has an overall ROI of 4,200%. 

• 60% of consumers reported that they have made a purchase as a result of a promotional email. 

• Email marketing campaigns that are most effective include the strategies of segmentation (78%), message personalization (72%), and email automation (71%). 

• When a company personalizes emails, it can increase revenue by up to 760%. 

• 87% of brands said that email marketing contributes to their business’ success. 

3. Direct Mail: The Tradition Lives On

Despite what some may think, direct mail is still a hugely successful channel. 

In fact, with more consumers conducting an increasing portion of their lives online, digital fatigue is very real from the constant Zoom meetings, online shopping sites, social media platforms, emails, and so on.

So, it’s no surprise that direct mail is still a relevant tactic in 2025. Check out some of these direct mail statistics: 

• Statista Market Insights data shows direct mail advertising in the United States climbed to $20.38 billion in 2024.  

• In the last 12 months, 61% of marketers have increased direct mail investments. 

• 42% of consumers visit the website listed on the direct mail piece. 25% of consumers purchase what was advertised. 

• 67% of consumers enjoy receiving direct mail advertising. 

4. Lights, Camera, Action: Video Advertising

Using video is another powerful technique to sway your audience and YouTube has an incredible 2.5 billion global viewers in 2024. Also:

• 100 million people watch a video online every single day. 

• 93% of marketers using video marketing in their overall marketing strategy. 

• Online videos were watched by 92% of internet users. 

• Weekly, people will spend 18 hours watching videos. 

5. Serve Up Targeted Ads on Programmatic Display 

Programmatic continues to see momentous growth.

According to eMarketer, the US digital ad market will surpass $300 billion by 2025, making up more than 75% of all media spending.

Despite uncertainty over the future of third-party identifiers, programmatic will continue to gain ground as advertisers, ad tech platforms, and publishers work toward a new normal.