It doesn't surprise me. I see it every day. In recent years, in our projects, I've seen a change that the numbers are only just beginning to reflect. More and more units are being closed with a woman as the primary buyer, not as a co-signer.
Not as a beneficiary of a joint loan. As the primary borrower. Professional women, businesswomen, executives, who come with their creditworthiness, their analysis completed, and their decision made. And who, consistently, are the ones who generate the fewest delays in payment schedules.
This week I read a statistic on Inmobiliare that confirms what I see on the construction site. In Mexico, according to FOVISSSTE, women are the best payers of mortgage loans.
They have lower delinquency rates. They use support programs less. And they now represent 34% of homeowners — a number that was barely 10% ten years ago.
This isn't a gender observation. It's a market fact. And as a market fact, it should be changing the way the sector designs products, structures financing, and communicates its offerings.
But it isn't. Most real estate marketing is still geared towards a couple where the man is the financial decision-maker. The renderings show stereotypical families. The sales offices are designed for a conversation where she gives her opinion on finishes and he asks about appreciation. The sales presentations talk about return, structure, and market—as if only one type of buyer understands those terms.
Meanwhile, the profile that pays the most, has the lowest default rate, and is experiencing the fastest growth in market share—doesn't feel represented in the buying experience. And that's a missed opportunity.
I'm not talking about creating a product 'for women' with pink finishes and emotional marketing. I'm talking about business intelligence. If you know that your ideal credit profile has specific characteristics—greater payment discipline, lower delinquency, more informed purchasing decisions—then your product, your communication, and your sales process should reflect that. Not for political correctness. For profitability.
A smart developer designs for their ideal customer. And today, data clearly shows who that customer is. The question is whether the industry is willing to read it unfiltered and act accordingly.
Recommended readings:
