It is no surprise that women control most of the purchasing decisions in American families, but among boomers, women are increasing their power. No where is this more apparent than in decisions around home purchases and furnishings.

According to the National Association of Home Builders boomer women direct 91% of housing decisions and 84% of home furnishing choices. And communicating effectively to boomer women isn’t easy. Their decision process, according to Doris Perlman, Founder and President of Possibilities for Design, is apt to be “circular, exploring and tactile.” Boomer women “do not make linear decisions.”

Boomer women want to connect personally with a product or brand and security is their most important issue around homes and home products. Perlman maintains that “women don’t just buy a product, they join it”. Some of the new treads that boomer women home buyers are looking for include:

-- Space: wider hallways and stairs; living areas on the main floors and open, airy floor plans and multifunctional spaces.
-- Colors: brown, grayed-out greens, reds coming up orange.
-- Illumination: task lighting and natural light. It is important that model homes be well lit and use high-contrast furniture.
-- Strong character in home design: cottages with a crisp, clean look, urban homes with rich colors and calming Asian influences.
-- On-line ease: these women are ordering and communicating online.
-- ‘Special Interest Rooms”: Women are relaxing, reading and spending more time on hobbies. They need their space. It’s also a good idea to have a grand-kids room.
-- Comforts: higher sinks, toilets, and stove tops and lower shower heads are all going to be popular.
-- Health: walking trails, club houses, hotel/resort amenities.

As millions of boomer families begin to cash out equity on their homes and become empty nesters, there will be another housing boom, but it is likely to take different direction. The boomer home will become smaller, but quality will be the greatest asset that any builder or retailer can offer. Likewise, furnishing the new, smaller boomer home will become a major growth industry. The fight for brand loyalty in these areas is a many multi-billion dollar challenge and has only just begun. Smart home builders and retailers take note.