Give groups of white, African-American, Hispanic, and Asian buyers the same list of 120 home and community features and ask them what they want most. The result? Small but notable differences that you should keep in mind when discussing possibilities with customers.
The National Association of Home Builders (NAHB) spotted some of those variations in its recently published book, What Home Buyers Really Want: Ethnic Preferences. Some desired features were common to all, including Energy Star–rated homes and appliances and exterior lighting. But while whites, African-Americans, and Hispanics said a laundry room was their favorite, Asians ranked it fifth.
Meanwhile, minority buyers placed importance on living rooms, dining rooms, and patios—features that didn’t crack the top 10 for white buyers. And while whites wanted garage storage and more insulation than the local code requires, minorities didn’t rank those as highly. All four groups had the same features in their top 10 for kitchens, but whites and Hispanics put table space for eating first while African-Americans and Asians said a double sink was their No. 1 desire.