SURVEY RESULTS: INSIDE THE MINDS OF FLORIDA’S HOME SHOPPER

Florida’s housing market isn’t cooling; it’s recalibrating. And if you’re a brand in real estate, development, finance, or home services, understanding the mindset of today’s shopper is the advantage you can’t afford to skip. Our exclusive statewide study reveals a buyer who is patient yet purposeful, cautious yet committed, and loyal to the lifestyle that Florida offers.

TOP HIGHLIGHTS:  

1. BUYING INTENT REMAINS HIGH, PACE SLOWS

Eight in ten shoppers (83%) say they still plan to buy, though many are taking a longer path. More than half are looking 1–3 years out.  

What this means for brands: Visibility over time is the new battleground. The brands showing up early, educating consistently, and nurturing the journey will win.

2. THE MOVE IS LOCAL, AND PERSONAL

A significant 55% plan to move within their own county, and another 30% will move elsewhere within the state. And they’re not chasing upheaval. They’re chasing upgrades, including safer neighborhoods and proximity to family. 

What this means for brands: Hyperlocal messaging matters. Community pride, neighborhood storytelling, and regional targeting resonate more than ever. 

 3. AFFORDABILITY CONTINUES TO SHAPE BEHAVIOR

More than half of shoppers have budgets between $250K–$550K, with home prices, interest rates, and insurance costs delaying purchases for many.  

What this means for brands: Buyers aren’t hunting for the cheapest option. They’re hunting for confidence. Brands that frame “value” around quality, transparency, and long-term savings will stand out. 

4. BUYERS PAYING MORE FOR PRACTICAL VS. LUXURY

When Florida home shoppers stretch their budgets, it’s for practical upgrades, not prestige. Top reasons buyers will pay more include: 

• New or updated features 

• More space 

• Safety and security 

What this means for brands: Function is the new luxury. Premium offerings should be anchored in peace of mind, efficiency, and comfort — not flash.

5. MAJORITY OF BUYERS STILL COMMITTED TO FLORIDA AFTER HURRICANES

Even in areas impacted by the 2024 storms, most shoppers remain committed to staying in Florida. When we asked how the 2024 hurricanes affected their desire to move, 58.6% said no impact. 

What this means for brands: Trust-driven messaging is more powerful than ever. Highlight resilience, construction quality, insurance clarity, and long-term security.

WANT THE FULL REPORT? 

Schedule a session to receive the full report, including deeper marketing implications, financial concern insights, new vs. resale preferences, and a comprehensive ranking of move motivators.