Motivation: Entry Level buyers strongly desire home ownership but struggle with qualifying for a mortgage and/or the ability to keep up with home ownership costs. They are comprised primarily of first-time homeowners, recent immigrants, and newly single individuals who are starting over.

Age/Income/Kids: Entry Level buyers include nearly all age groups from 25 to 64 and tend to make between $35,000 and $65,000 a year. This group has a significant presence of Hispanics and African-Americans. More than half of these households have children.

Home Preferences/Features: Home preference for this consumer group is a single-family detached home, but they will accept an attached product if pricing is appropriate. Therefore, amenities, location and options/upgrades are all secondary concerns to this buyer.

Hobbies/Interests/Lifestyle Traits: The households in this group own economy cars or trucks, and most frequently dine at low-priced chain restaurants such as Chipolte, Shoney’s, Pizza Hut and Checkers. For entertainment, this group attends high school sporting events, family arcade centers and amusement parks, and often participates in basketball, fishing and bicycling. This group shows a mix of music preference including rap and country, while television behaviors include Jerry Springer, Maury Povich and Cops.