“Homeownership 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 homebuying decisions, including;
The new starter home: With the average first-time homebuyer nearing age 40, affordability is no longer the only priority. Buyers want a smaller footprint with meaningful design, natural beauty and personalization — a top priority for nearly half of respondents.
Paint colors that sell: Forty percent of buyers say paint color strongly shapes their first impression, with another third saying it captures their attention. Earth-inspired tones and classic neutrals are gaining influence in how buyers perceive value.
Influencer-driven design: Social media is reshaping wish lists, pushing features such as organized pantries, reading nooks and artisan kitchens from viral trends into real-world expectations.
Layout matters more than size: Eighty-six percent of buyers say flexible layouts help them see past square footage. Functionality, flow and multipurpose 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 viewed 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 at the curb. Native landscaping, organic textures and balanced, welcoming entryways are leading exterior trends.
BHGRE also announced the consumer-selected 2026 Paint Colors of the Year; Calming Coastal Blue for interiors and Soft Stone Gray for exteriors.
To help its network translate the findings into action, the brand will also release an Agent Playbook designed to show how to use these trends to better position listings and guide clients.
Highlights from the playbook are set to include guidance on positioning starter homes as “smart” rather than small, using paint and lighting to create a move-in-ready sense of warmth and staging properties with social-media-friendly features in mind.
The full report can be found here.
