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EXPECT BETTERSM
Feng Shui: Driver of Home Selection and Investment for Chinese-Americans Key findings from a survey of Chinese-Americans by Better Homes and Gardens® Real Estate and the Asian Real Estate Association of America (AREAA)
EXPECT BETTERSM
13%
24% 16%
Better Homes and Gardens Real Estate and the Asian Real Estate Association of America (AREAA) conducted a joint national survey of 500 Chinese-Americans ages 18+ to understand the impact of feng shui on this population’s home buying mindset and preferences.
Marital Status: 51% married 50% unmarried
Gender: 41% male 59% female
Family Origin: 47% originated in Mainland China 24% originated in Hong Kong 16% originated in Taiwan 13% originated elsewhere
*Data based on responses of survey respondents and may add up to slightly more or less than 100% due to rounding
Age of Respondents:
18-24
25-39
54-40
55+ 26%
26% 13%
33%
47%
Survey Demographic Information
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24%
19%
9%
48%
*Data based on responses of survey respondents and may add up to slightly more or less than 100% due to rounding
Chinese-American Homeowners in the US: 72% are current homeowners 28% are not current homeowners
Region (in the US) 24% live in the Northeast 19% live in the South 9% live in the Midwest 48% live in the West
Have Ever Purchased Home in the US: 69% have purchased a home 32% have never purchased a home
Home Buying Status:
Survey Demographic Information
EXPECT BETTERSM
Feng Shui is a set of principles
which are considered to dictate spatial arrangement and building design to
product a harmonious flow of energy (or “qi”)
More than 50% of those who are familiar follow the practice in their daily lives.
of Chinese-Americans are familiar with the
principles of feng shui
76% THE FIVE FENG SHUI ELEMENTS:
Water Metal
Wood Earth Fire
What is Feng Shui?
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81% of Chinese-Americans who are also homeowners indicated that feng shui factored into their most recent home purchase
86% think feng shui will play a role in a future home buying decision
90%
79%
16%
Would pay more for a home that follows feng shui principles
How much more? Respondents indicated they would be willing to pay
an average of 16% more
Of buyers think that feng shui increases a home’s resale value
More than a third would avoid an agent if they had no
knowledge of feng shui principles
Would bring along a family member (other than a significant other)
when house shopping
36% 85%
Impact on Home Selection and Investment The importance of feng shui extends to home buying:
How they shop:
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24% would not buy if the home’s front and back doors align
said the location of the stairs in the home
said the direction the home is facing
said the location of the home on the street
When asked to rank the feng shui principles that
would be important in a home buying decision the
top three choices included:
of all Chinese-Americans have a feng shui “deal-breaker” that would keep them from purchasing a certain home. 75%
71%
67%
38%
31% would not buy if the home was at the end of a “dead-end” street
29% would not buy if the home’s stairs were directly facing the front door
29% would not buy a home with a sloped backyard
Finding Feng Shui
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The kitchen, bedroom and bathroom represent feng shui’s “health trinity”
of Chinese-Americans have essential feng shui elements they desire for their bathroom: • Located away from the
home’s center (28%) • Toilet being in a separate
space (24%) • Having a full length mirror in
the room (23%)
of Chinese-Americans have essential feng shui elements they desire for their kitchen: • Being organized and free
of clutter (64%) • Colors complementing
each other (32%) • Stove not being directly below
the master bedroom (29%)
of Chinese-Americans have essential feng shui elements they desire for their bedroom: • The bed not directly facing
the door (41%) • Mirrors being placed away
from the bed (34%) • Ceiling having a consistent
height with no slopes (25%)
87% 72% 62%
Designing with Feng Shui
EXPECT BETTERSM
About the Survey
The Better Homes and Gardens Real Estate Feng Shui Survey was conducted by Wakefield Research among 500 Chinese-Americans ages 18+ between May 29 and June 8, 2015, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the Chinese-American population ages 18+.
Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.4 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.
About the Asian Real Estate Association of America (AREAA)
The Asian Real Estate Association of America (AREAA), established in 2003, is a national business trade organization focused on expanding housing opportunities for Asian American communities and creating business opportunities for real estate business leaders who serve this growing market. With over 14,000 members in 37 chapters across North America, AREAA is the largest real estate trade association focused exclusively on serving and supporting the Asian American community.
About the Survey
Better Homes and Gardens® is a registered trademark of Meredith Corporation licensed to Better Homes and Gardens Real Estate LLC and used with permission. An Equal Opportunity Company. Equal Housing Opportunity. Each Better Homes and Gardens Real Estate Franchise is independently owned and operated.
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