What Today’s Buyer Really Wants, And What That Means for Agents

Over the past two decades, consumer behavior has shifted in ways that have reshaped how people think about home. Social platforms expanded what people thought was possible in their own lives, and remote work made the home the center of daily life in a way that it never had been before. The result is a buyer who is more informed and harder to impress.

Each of these shifts is now evident in how buyers evaluate a home. Historically, a home was a financial investment and a practical decision, shaped by commute times, school districts and family logistics.

Today, buyers want spaces that support how they live, work and restore. Features like home offices, outdoor cooking spaces, personal gyms and spa-like bathrooms are no longer extras; they are part of how buyers define a home worth having. 

To help agents understand this mindset, we studied how lifestyle preferences are shaping real estate decisions today. The Better Homes and Gardens Real Estate 2026 Design Trends Moving Real Estate Report draws on consumer research, agent insight and design expertise to identify where value is being created and what buyers are responding to.

6 key trends driving buyer decisions in 2026

• Layout: Flexibility outweighs square footage. Eighty-six percent of buyers say adaptable layouts help them see beyond size and imagine how they will use the home each day.
• Starter homes: Buyers want thoughtful design, natural beauty and a sense of belonging. 
• Paint colors: Forty percent of buyers say paint color strongly shapes first impressions. Calming neutrals and earth-inspired tones create warmth and increase perceived value.
• The Instagram effect: Social media trends are shaping real-world expectations. Curated pantries, reading nooks and handcrafted kitchens are becoming features buyers actively seek.
• Craftsmanship: Quality materials and custom details signal longevity and character. Buyers will pay more for homes that feel well-made.
• Curb appeal: Nearly half of buyers hesitate if a home does not feel right from the moment they arrive. Native landscaping and simple, natural finishes create exteriors that feel balanced and welcoming.

Turning trends into traction for agents

These insights give agents practical direction: framing listing conversations, highlighting what buyers value, and guiding sellers toward the updates most likely to improve sale price and reduce time on market.

• Focus preparation conversations on function and flow. A home that works well is easier for buyers to imagine living in. 
• Use trend data to explain why certain updates improve value and usability.
• Help sellers invest in elements that shape emotional response: lighting, paint, layout enhancements and curb appeal.
• Strengthen presentation so the home feels intuitive, calm and ready for daily life.

Homeownership remains one of the most significant decisions people make. Buyers approach the process with a clearer sense of how they want to live, and they look for agents who understand that. The agents who know this data and can translate it into honest guidance are the ones who will win repeat business and referrals.

Methodology

The consumer survey was conducted by thinqinsights on behalf of Better Homes and Gardens Real Estate LLC from Oct. 6 to Oct. 9, 2025. The device-agnostic online survey included 500 U.S. adults aged 21 and older, recruited through a national consumer research panel. Respondents were current or prospective homeowners who were highly involved in home design and renovation decisions. The margin of error for the total sample is ±4.4 percentage points at a 95 percent confidence level. Qualifying criteria included having purchased a home within the past two years or planning to purchase one within the next two years or having completed a major home renovation in the past two years or planning one within the next two years.