HOME OF THE SWANK
Things are looking up for the American dream, as indicators for home sales are at their sunniest in years. From new home sales to existing home resales, from first-time home buyers to builders, the real estate market is back on track. We here at Frank About Women thought it was a perfect time to celebrate an unsung hero of the category: the SWANK (Single Woman Affluent No Kids). Single women have outpaced their single male counterparts in homebuying at a rate of about 2 to 1 in this new millennium, and we believed they’d bring a unique approach to home ownership. So we conducted proprietary research with recent homebuyers to better understand how their experiences compared — from the homebuying process, to tackling home improvement projects to shopping for all their home needs. Powerful insights emerged, and we’re excited to share them with you in this first issue in our 2015 white paper series: Home of the Swank.