Women Are Driving the Market.
Are We Ready to Meet Them There?

Audrey L. Williams | Associate Broker in WY & ID | SRS | ABR | Jackson Hole Sotheby’s International Realty

True story:

Overheard in a Sotheby’s office recently...

In learning of another new listing coming onto the market, Bob the boy agent said, “I live in that neighborhood. I don’t understand why Alice does so well there. I never get any business in my own neighborhood.”

A woman nearby responded, “People know, like and trust her.”

He said, “I’ve lived in my house for over 10 years in that neighborhood. Why do they trust her more than me?”

Another woman answered, “She’s a woman.”

The office went silent.

That was the whole explanation. Not marketing, geography, production stats, or years in the business. Just alignment with the people actually making the decisions. And that brings us to something the data is now confirming.

Women Are Driving the Market. Are We Ready to Meet Them There?

According to Realtor.com, single women now represent about 21% of all home buyers, compared to just 9% of single men. Among first time buyers, the gap is even wider: 25% single women vs. 10% single men. Nationwide, more than 20 million single women own homes, making them the largest independent buyer segment in real estate today.

This is not a trend that is emerging. It is already here and many of us feel it in our businesses every day.

Women are shaping relocation decisions, leading multi-generational purchases, building legacy properties, and investing independently in lifestyle markets. Home-ownership is no longer tied to partnership. It is tied to autonomy, strategy, and long term stability.

So the question becomes — how can we better serve the women who are already driving the market?

That is the conversation we are continuing through Women Empowered. Join us as we explore what it means to advise, support, and advocate for one of the most important demographics in real estate today.