Buyers value community — and agents who are connected to it 

Location has always been a top criteria for home shoppers — but it's not just about the physical attributes of an area. There's something less tangible many buyers are looking for: A sense of community.

A recent Century 21 survey of more than 1,000 potential and recent homebuyers suggests that finding a "dream community" is even more important to buyers than finding a dream home. And they want agents to help them.

Community is key, especially for parents: The majority of respondents — 81% — said they were willing to give up some elements of their dream home if that meant finding a home in the right community. The number was even higher for buyers with children (92%) and Hispanic homebuyers (93%).

Buyers want to get connected: More than two-thirds of those surveyed said they believe a connection to the local community is "very important," versus just 41% of the general U.S. population. Younger generations are especially interested in getting involved, with 93% of millennials and 87% of the Gen Z buyers surveyed saying they want to live in a community where they can make a difference.

Hispanic buyers with children were most likely to say this was a priority, with 95% reporting a desire to make a difference in their community. 

What they want from agents: The overwhelming majority of those surveyed — 95% — said it's important for an agent to provide support throughout the homebuying process, an indication that buyer agency continues to be highly valued.

One way agents can support buyers, according to the survey, is by demonstrating their understanding of the local community: 92% of respondents said they want agents to have insight into what the community will look like in the future.   

Young buyers were particularly interested in their agent's connection to the community, with 90% of Gen Z respondents rating that as important. That generation of buyers was also more likely to find an agent through a community connection, with 45% finding their agent that way versus 38% of respondents overall.

Buyers are pretty happy: Despite facing affordability challenges and limited inventory — factors which have most consumers convinced it's a bad time to buy — respondents in the Century 21 survey largely reported feeling positive emotions around homebuying, such as happiness, excitement, joy and hope. 

But nearly a quarter felt anxious, and one in five felt uncertain, suggesting the need for a supportive agent. 

What else influences movers? Comfort, lifestyle and community factors outweighed financial considerations for most of the buyers surveyed.

The primary reason buyers reported moving (or wanting to move) was to have more space (50% of respondents), followed by finding a better fit for their lifestyle (45%) and being closer to family or friends (34% and 26%, respectively).

Only a quarter of buyers said they were moving for a job opportunity or to be in an area with a lower cost of living.