Regardless of the state of housing overall, affluent consumers are increasingly planning to buy or build a new home in the next year, according to a new survey from Unity Marketing.
"When we look at the attitudes of affluent consumers toward building or buying a home, we see a statistically significant increase in expectation to do so during the next twelve months as compared to attitudes during 2008," said Pam Danziger, president of Unity Marketing and author of the new trend report, Home Is Where the Style Is.
The survey, conducted July 3-8, 2010 among 1349 luxury consumers (avg. income $306.7k), found 11% of affluent consumers surveyed plan to build a new home as a primary residence in the next year, up from only 3% in 2008. Likewise, there is a statistically significant increase among affluents to buy or build a second or vacation home or to buy an existing home as a primary residence in the coming year when compared with a similar survey conducted in July 2008.
"As Unity Marketing's research has consistently shown, where the affluent consumers go, the rest of the market is likely to follow," Danziger said.
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