Just in time for Mothers’ Day, ZipMatch conducted a representative study on Filipina mothers and their decision-making process to understand how they choose and buy a home. Our respondents are a sample group of random Filipina mothers – ages 25 to 45 years old – and are currently living in the city.
In our discovery, we have learned that Filipina moms are more than just the ilaw ng tahanan. The results conclude that the Nanays play an important role in the home buying process: They are the ones who do the bulk of the research, meet with brokers, go to viewings, and prepare everything else needed before purchasing a condo, townhouse or a house and lot for sale.
We know for a fact that this is no longer a surprise. Mothers do sacrifice a lot for their loved ones in every opportunity there is, and put in a lot of their time, effort, and energy so they can provide us not just with a roof over our heads, but instill in us standards that make up a comfortable haven that we can come home to.
Based on our respondents’ answers, here are the descriptions that best describe a Filipino mom.
1. Si Mommy is family-oriented.
The Filipino culture puts family in the center of everything, and this is very evident in the reasons Pinay mothers choose their homes.
- More than 50% of the mommies’ primary motivation when buying a home is their family’s welfare.
- Only 3 out of 10 are buying a property as a real estate investment.
- 6 out of 10 moms want schools and other educational facilities to be accessible from their home by public transportation.
- 70% want shopping malls and other commercial establishments to be one jeepney ride away.
2. Si Mudra is street-smart.
As the primary decision maker in the home, mothers have mastered the art of planning. As such, they don’t rush into things until they know more that they need to decide on buying a home for their family.
- 50% of the moms assess first the financial capacity of the family before deciding to buy a house for sale.
- 20% are already saving money for the downpayment.
- 17% are researching first for properties.
- 8% are inquiring home loan options.
3. Open-minded si Ina.
While mothers take pride in their ability to independently conduct thorough research on the property they want to buy, they are willing to consider suggestions and ideas from other people.
- Around 50% of the respondents will choose a property based on the reviews they found online.
- 3 out of 10 will base it on their spouse’s or partner’s decisions.
- 20% will consider recommendations from the people they trust.
4. Technologically savvy si Madir.
Most modern moms find it more efficient to do their home search on gadgets like computers, smartphones, and tablets because the Internet lets them browse through different options faster and easier.
- 50% are using desktops/laptops, while the other half are either using smartphones, tablets, or iPads.
- More than half of the mommy respondents are looking at online real estate marketplace to search for houses or condominiums for sale.
- 60% of the moms are only willing to allot one to three hours of their time to find a home online.
5. Si Mama is socially active.
Today, social media has become an integral part of the lives of many Filipinos – and mommies are no exemptions to it.
- According to our study, 8 out of 10 moms are active in Facebook.
- 70% of which are using their social media accounts to search for real estate properties in Metro Manila.
- Only 2 out of 10 are still traditional home searchers.
6. Si Nanay is segurista (prudent).
Filipinos are naturally seguristas. Before purchasing a home, they want to look at all the details to make sure they are buying the right home at the right place, time, and location.
- More than 80% consider going to showroom viewings or actual property trippings very important.
- The remaining 20% of the moms are open to doing virtual property tours.
7. Communicative si Mom.
Constant communication is important for every mommy. They want to be frequently updated by their real estate broker in the home buying process.
- Around 70% of moms want to buy a home through a real estate professional.
- 5 out of 10 moms, even those who have a nine-hour shift daily, prefer to meet with their broker personally to discuss their options.
- 2 out of 10 are willing to be contacted through their mobile phones or emails.
8. Visual thinker si Inay.
Dreaming up or conceptualizing images of houses and condominiums for sale is an important approach for a mother to arrive at a home buying decision.
- More than half of the mommy respondents are using their smartphones to look for tips on how to design their future homes.
- Around 30% even take photos of their dream home pegs.
Do you want to know the reasons why a Filipino millennial is buying a home? Check out this infographic on what goes on in the Filipino millennial homebuyer’s mind.