Housing industry now courting women

04/4/2010 | Wall Street Journal, The

With nearly a quarter of all homes purchased by women, and the recession disproportionately affecting men, members of the housing industry are scrambling to define themselves as "women-centric." Focusing on what are perceived as women's needs -- increased security, minimal maintenance and thoughtful amenities -- builders and real estate marketers hope to get a piece of women's buying power.

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