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Consumer Group 2: Feature and Location
 Motivation: Feature & Location buyers purchase homes to fit into their lifestyle. This group is comprised of career-focused individuals who demand upscale features in their homes. This group seeks location and is typically clustered inside or close to urban centers that are convenient to retail, services and employment. However, convenience to work sometimes pushes these buyers to secondary cities or areas that offer a similar lifestyle. Age/Income/Kids: In general, this group is highly educated and ethnically diverse. The majority of these households consist of career-focused singles and couples without children in the 25-54 age range. This group is split between younger professionals and older professionals who are more likely to be married and have children. The number of multi-child households in this group is limited. The national annual incomes range between $48,000 and $89,000. Home Preferences/Features: By being adaptable to various home types and not representing large households, these buyers are more focused on location and features in the home over bedroom count. This group values convenience, technology and style over price, preferring low-maintenance living with good access to transportation and close proximity to other amenities including restaurants, shops and entertainment. Hobbies/Interests/Lifestyle Traits: These buyers often have an active social life as downtime to their hectic work schedule. This group is typically in the hip crowd, and are often first to try the new and trendy restaurants and bars. Entertaining takes the form of hosting a wine and cheese party with friends. Coffee tables would be adorned with magazines such as Vogue, Spin and Maxim. This group could be found shopping at Banana Republic or J. Crew as well as visiting the spa, skiing or playing racquetball. To learn about each Consumer Group, visit the pages linked below:
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