Courting Single Women

Kannan thinks this sort of product will need both distinct rebranding and new product design. One development that seems to be fulfilling this demand is the Spire, a 503-unit, 42-story residential apartment and condo tower in Denver developed by Denver-based Nichols Partnership.

So far, 55 percent of the traffic at the property is from single women, Kannan says. The appeal: the project’s amenities and its environmental focus (Spire is one of the country’s largest sustainably designed buildings). Kannan says energy efficiency matters more to women. In studies he’s done, 65 percent of women indicate a preference for an energy-efficient home, versus 55 percent of men. “More women than men are attuned to energy efficiency,” he says.

Single women desire only a sense of security in housing.

While many single women desire energy efficiency, it’s not their No. 1 concern, many industry observers say. “With location and within the home, safety is the No. 1 feature that they want,” Horton of Be Jane says.

This safety can take two forms. One, of course, is the neighborhood. Brooks, for instance, called the police to check the crime rate in her neighborhood before she bought. Kannan says that single women want the convenience—but not the risk—of the inner city. As a result, “they seem to be drifting toward safe urbanism,” he says. “It gives them access to all of the amenities they would have in an urban setting without having to be fearful of what could happen in a true urban [environment].”

London thinks single women tend to shy away from transitional neighborhoods more than couples or single men. “At one point, you feel like [the neighborhood you are in] is well and good—when it’s a Thursday at 3:00 p.m. and the sun is shining,” Horton says. “But then you come home at 1:00 a.m. on Saturday, and you say, ‘You know, actually, I didn’t feel that great about it.’”

Industry experts also say a building’s proximity to public transit and parking also factors into this equation. Consider this: If a single woman often works late, a parking garage and controlled building entrance would be considered great assets. Bozzuto’s Smith thinks safety features for single women should include well lit access to and routes around and between the building and garage. “I think women are looking for secure design [and] secure entry systems,” consultant Brett adds.

The second aspect to the desired sense of security is found inside the unit with adequate follow-up and maintenance. Steve Shoemaker, head of sales and marketing for Ideal Homes, a Norman, Okla.-based builder of about 400 single-family homes a year, thinks women respond well to his firm’s offerings, which include two walkthroughs 60 days and 12 months after move-in. “It’s not just to make sure nothing is broken but also to make sure that you’re operating the home correctly,” Shoemaker says. “It’s about peace of mind and security.”

Still, this desire for security may be exaggerated. Many builders and analysts believe that women much prefer socializing opportunities and luxury touches to a multi-layer security system. “They’re looking for social opportunities,” Brett says. “That’s one of the nice things you see in more upscale suburban rental complexes. They try to create events for the tenants.”

Others agree. “You need areas for entertaining—places to have drinks with the girls and sit out by the pool,” Smith says.

At The Gramercy at Metropolitan Park in Pentagon City, Va., Kettler offers a hotel-style spa, massage room, and fitness centers with “bells and whistles” such as manicure and pedicure stations. Smith adds that knowing what women tend to use in the gym—items such as weights and classes in fitness centers—is also important.