This Week's Herman Trend Alert Demand-Driven Workforce Development

The Herman Trend Alert August 22, 2007 More Single Women Buying Homes As more women postpone marriage and family, we see them choosing to buy their own homes as individuals. Some say they are taking a stand for "financial independence" and others say they say they are investing for the future. Whatever the reason, there is a definite trend towards more single women buying homes of their own. Right now, the bulk of home buyers are still married couples (60 percent). However, a recent study by the National Association of Realtors shows unmarried women represent 22 percent of the total homes purchased in the United States; up from 14 percent in 1995. That is a more than 50 percent increase in only 12 years. Last summer, a study issued by Harvard University's Joint Center for Housing Studies found that unmarried women buy about one million homes every year; and between 2002 and 2003, they spent $550 billion on residential real estate. According to this Harvard study, single women prefer homes in the city to the suburbs and generally will not choose new construction. Seeking a stronger sense of safety, while requiring less maintenance, most women buy smaller homes or less-expensive condominiums. Builders are taking notice of this growing trend as are the leading edge Realtors. For years, builders have targeted women by decorating their model homes with lighter and brighter colors and showing kitchen upgrades, as well as promoting the security of attached garages. Smart real estate brokers marketing to women home buyers emphasize the safety of neighborhoods. What is behind this interesting phenomenon is a major societal shift. Women are waiting longer to marry and have families and certainly now have greater financial independence, due to their economic gains realized in the workforce. Moreover, according to a 2006 study by the Rutgers University's National Marriage Project, married women who get divorced are less likely to remarry; these divorced women also remarry more slowly than their male counterparts. Globally, we are seeing more young women becoming more independent. From some countries in Asia to others in South America, we will see this home buying trend emerge in other countries, besides the U.S. © Copyright 1998-2008 by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." DON'T BE LEFT BEHIND! If you've been thinking about attending our valuable Employee Retention Specialist Certificate Program, don't delay--only three spaces remain. With the employment market heating up, many positions are literally impossible to fill. Attend this course and you will learn dozens of low-/no-cost valuable strategies to attract and retain the talent you need. Recertification credit from HRCI. Next program: May 22-23, Charleston, SC. Call Carol at 336-282-9370 or visit http://www.employeeretentionspecialist.com. GET INSIDE THE MINDS OF YOUR EMPLOYEES Find out what's really going on inside the hearts and minds of your employees. Our InnerViews interviewing service uses SPHRs and PHRs, certified human resource professionals to probe for the information you really need to know. Exit and Stay Interviews, as well as Why-Didn't-You-Take-Our-Offer Interviews. Call Rosalie Catalano at 937-648-1918 or read more at: http://www.hermangroup.com/retentionconnection/exit_interviews.html. NEW BABY BONUS Book Joyce to speak on the West Coast in 2008 and receive 100 of her books of your choosing. There is a new baby in the family, Spencer Jay, and Joyce would appreciate more opportunities to watch him grow. For more about Joyce, visit http://www.hermangroup.com/joyce.html or call Joyce at 336-210-3548. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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