As the housing market continues to adjust, design and community strategy have become drivers of buyer preference, according to Jenni Nichols, vice president of design at John Burns Research and Consulting. In a recent New Home Insights podcast episode, she offered industry professionals a look at what modern buyers value most. 

Exterior design 

Buyers are increasingly receptive to simplified exteriors that still feel contemporary, with Nichols noting a “noticeable appetite” for modern design elements. It delivers cost savings without sacrificing what today’s buyers are looking for.  

She highlights that this doesn’t mean abandoning regional authenticity. 

“I would say we’re going to see authentic styles for the regions, and then we’re going to see other styles that come up in popularity like farmhouse, where it catches fire for one reason or another and spreads around the country,” Nichols said. 

Kitchens and baths 

Inside the home, not all spaces carry equal weight with buyers. Nichols said the kitchen is “one of those places you have to get right.” While buyers may be flexible on exact finishes or materials, they want kitchens that are aesthetically pleasing. They also want plenty of storage and counter space. 

Primary bathrooms are also high‑impact. Secondary baths, flooring (such as luxury vinyl plank) and other interior choices offer more flexibility for cost savings without significantly affecting buyer satisfaction. 

Size and density 

Affordability and lifestyle preferences are major factors for buyers downsizing and preferring a low-maintenance home, Nichols said. 

Density is also gaining traction as land costs rise. Nichols stresses that it’s not about cramming more units in but balancing density with outdoor and community space that enhances livability. 

“Great master plans will oftentimes create a denser neighborhood, but then they’ll do things like have a really fantastic park that’s like right next door, two minutes walk away,” Nichols said. 

And while kitchens are a hotspot for buyers, when it comes to density, Nichols points out that it still needs to “remain functional.” A kitchen that supports two people cooking, prepping, cleaning and other necessities will win over buyers. 

Community preferences 

Buyer preferences go beyond just what’s inside the home. According to Nichols, buyers are looking for mixed-used communities that “really give you that walkability and that sense of place.” 

She also notes that massive central clubhouses are making their exit, and she is starting to see either two smaller clubhouses or one smaller clubhouse with more flexible use. 

Cottage communities, featuring 800-1,200 square feet homes, are becoming a solution for buyers seeking this sense of space. 

What this means  

Adapting to these buyer preferences will be essential for standing out and closing sales in the evolving housing landscape of 2026.