#WomensDay: Decoding property buying behaviour of women


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women in real estate

From becoming legal successors of an inherited property to buying their own homes today, Indian women have come a long way and carved a niche for themselves in the real estate sector. 99acres decodes what governs their property buying decision and the micro-markets most preferred by them.

A burgeoning number of Indian women, single as well as married, are choosing to own their homes. Currently, women with high disposable incomes comprise about a fifth of the home buying population in India. This market share is expected to grow further, driven by the sense of security a self-owned house can provide.

Besides the appeal of owning the roof over their head, a significant portion of women enter real estate solely for the attractive return on investment. The tax sops available to women property buyers is a major driving force, states Rohan Agarwal, Managing Director, Geopreneur Group. “Banks provide home loans to women at cheaper rates and the stamp duty charges applicable for women buyers are also less in most of the states,” avers Agarwal. This largesse offered by the authorities to encourage property ownership among women appears to be working wonders since large number of women are opening up to investing in real estate early in their careers.

What are women buyers looking for?

With a significant share of demand coming from women, it becomes interesting and important to analyse what drives them while buying a residential property. Shailaja Singh, Associate Vice President - Sales, Marketing & CRM, Unishire, explains that for those who enter real estate for the sole purpose of investing, growth of the location is the primary factor as they aim for appreciation of their investment.  

However, for those looking for end use properties, several other influential factors also come into play. Namrata Malu, Executive director, EMGEE Group, explains, “There would broadly be two categories of women buying a house: single women living alone and women with families. Broadly, they would both have a similar checklist when buying a home, however, some additional facilities might take precedence for different buyer segments. While women with families would look for access to crèche, day care centres, play areas, etc, single women would give utmost importance to safety quotient of the locality. 

Some of the major influencing factors that shape the home buying decisions of women include:

Accessibility: Sandeep Singh Gaur, Chief Executive Officer (CEO), Sheltrex Developers, has observed that women tend to prefer properties that are in close proximity to basic amenities, such as commercial areas, schools, and hospitals, so that they do not have to be dependent on their spouses or family members for their daily errands.

Connectivity: Women property buyers are more inclined towards properties that are centrally located and enjoy proximity to metro, roads, and rail connectivity, making it easier for them to access transportation networks. Location and connectivity benefits are important for women investors too, adds Srishti Mehta, Director, Paradigm Realty, as it becomes easier to rent out such properties.

Safety: A good and safe locality is another vital aspect that influences property purchase decisions for women. Smita Amin, Head Sales & Marketing, Sumer Group, avers that women usually look for properties on fast moving roads as compared to buildings in secluded by-lanes. As such, posh localities with low crime rates, gated societies, and projects with adequate security such as round-the-clock guards and cameras have witnessed substantial interest from women buyers.

Pakshal Sanghvi, Director, Sanghvi Realty, adds that women homebuyers tend to be picky about the dimensions of the property too. They look for are spacious kitchens, bright and well ventilated rooms, friendly neighbourhood, Vastu compliance, and availability of green and open spaces. 

Based on discussions with industry experts, the following localities have emerged as being at the top of women’s preferences:

womens day infographic


Rajesh Doshi, Managing Director, ACME Housing Group, suggests some key factors for women property buyers to keep in mind before investing in real estate:

  • Be thorough in the research. Study the shortlisted locality at different times of the day.
  • Go for self-sufficient properties with all comforts within the project or in the vicinity.
  • Consider apartments with multipurpose spaces, entertainment, and fitness facilities in the complex or in the vicinity.
  • Consider proximity to travel options and the ease of commute for day-to-day activities.
  • Plan the finances well; do a comparative study of all the loan products available.
  • Choose a credible and trusted developer. Cheap properties in prime areas must be looked at with caution. 
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