Real Estate Research · 2025
What Home Buyers Look For The 30 factors that matter most — ranked by search volume & survey data
From neighborhood quality and school districts to pharmacy access and flood risk — here is what buyers are actually researching before they make one of the largest financial decisions of their lives.
Sources: NAR 2025 Profile of Home Buyers · Zillow Zeitgeist 2025 · Proximitii Survey Data
Tier 1
The Non-Negotiables
59–62% of buyers cite these
01
Neighborhood Quality & Overall Feel
Consistently the #1 factor in NAR surveys for five consecutive years. Buyers evaluate curb appeal, street quality, neighboring properties, noise levels, and general upkeep before anything else. “Location” in the abstract — this is what people actually mean.
60%
of buyers
02
Safety & Low Crime Rate
Safety is the emotional foundation of every purchase decision. Buyers research crime statistics, look for well-lit streets, note visible security measures, and often speak with residents. A community that feels safe commands a measurable price premium.
51%
of buyers
03
Home Affordability & Price
The most common constraint, not just preference. With the NAR Housing Affordability Index at historic lows in 2025, buyers spend significant time evaluating total cost of ownership — purchase price, taxes, insurance, and HOA — against long-term financial goals.
62%
of buyers
04
School District Quality
Critical for families — and importantly, relevant for non-parents too. Strong school districts correlate directly with higher resale values, more stable pricing, and better long-term appreciation. Buyers of all types use school ratings as a proxy for neighborhood desirability.
Top 5
search term
05
Proximity to Family & Friends
The social connection factor surged after 2022 and is now a top-5 priority. For buyers 60+, it is the single most cited reason for purchasing. The pandemic permanently shifted how buyers weight lifestyle and community bonds versus pure commute optimization.
47%
of buyers
Tier 2
High Importance
40–55% of buyers
06
Walkability
79% of buyers rate walkability as “very” or “somewhat” important, and 78% say they’d pay more for a walkable community. Homes with high Walk Scores sell faster, retain value better during downturns, and attract stronger offers.
79%
important
07
Grocery Store Proximity
The most-searched daily convenience factor. Buyers want at least one quality grocery option within a short drive — ideally 5 minutes or under. Distance to grocery is a practical proxy for overall daily livability and errand efficiency.
Top
search query
08
Commute Time & Job Proximity
Still important for working-age buyers, but declining sharply. In 2014, 52% of buyers cited job proximity as a top factor — by 2025, just 31%. Remote and hybrid work permanently reduced commute weight for a large segment of buyers.
31%
of buyers
09
Parks & Green Space
Access to parks, trails, and natural areas saw significant search growth in 2025 as buyers increasingly prioritize outdoor lifestyle over square footage. Proximity to maintained green space is associated with higher resident satisfaction and property values.
↑
2025 trend
10
Restaurants & Dining Access
Especially significant for empty-nesters, retirees, and buyers relocating from urban environments. A range of dining options within a short drive signals a vibrant community economy. Fine dining access within 15 minutes is a specific luxury buyer priority.
High
search vol.
Tier 3
Strong Secondary Factors
25–45% of buyers
11
Healthcare & Hospital Proximity
Critical for buyers 55+ and increasingly important across all age groups. Distance to a quality emergency room is a practical concern buyers research explicitly. Hospital quality ratings — not just proximity — factor into relocation decisions.
#1
55+ buyers
12
Fire Station & Emergency Services Proximity
Fewer buyers consciously research this — but it directly affects homeowners insurance premiums through ISO fire protection ratings. A 24/7 staffed station within a mile can meaningfully reduce annual insurance costs.
ISO
affects premiums
13
Property Tax Rate
Often overlooked until closing, but a significant ongoing cost that compounds over a holding period. Buyers in high-tax states increasingly compare effective property tax burdens between counties and municipalities.
Key
cost factor
14
HOA Fees & Community Rules
A decisive factor in gated and master-planned communities. Buyers evaluate total HOA obligation — monthly fees, special assessments, CDD taxes, and sub-association fees. Rules on rentals, pets, and modifications are frequently dealbreakers.
High
gated markets
15
Flood Zone & Natural Disaster Risk
Surging in search volume in 2025, particularly in coastal Florida markets. Buyers research FEMA flood maps, historical storm data, and insurance cost projections before purchase. Flood zone designation directly affects financing eligibility and insurance affordability.
↑↑
FL search trend
16
Pool & Recreational Amenities
Pool searches rose sharply in 2025, with experience-driven features outpacing utility searches for the first time in Zillow data. Community pools, fitness centers, tennis courts, and social programming are now standard buyer expectations in the luxury segment.
↑
2025 trend
17
Pharmacy Proximity
A top-10 practical concern for buyers 55+ and households managing ongoing prescriptions. Distance to a pharmacy open outside standard hours — evenings and weekends — is a specific research point for older buyers evaluating community locations.
Top
55+ concern
18
Public Transportation Access
High priority in urban and suburban markets, lower weight in car-dependent Sun Belt communities. Still relevant for buyers who anticipate not driving in later years — proximity to transit is a long-term lifestyle hedge for 55+ communities.
Varies
by market
19
Internet & Cell Service Quality
A non-negotiable for remote workers and a rising concern for all buyers. Fiber availability, upload speed, and reliable cell coverage are now researched before purchase. Poor connectivity in rural-adjacent communities is a documented buyer dealbreaker.
↑
post-pandemic
20
Church & Place of Worship Proximity
A quietly significant factor for a large segment of buyers — particularly those 55+ relocating to retirement markets. Access to a preferred denomination within a reasonable drive is a checklist item that buyers may not mention openly but actively research.
Quiet
priority
Tier 4
Lifestyle & Segment-Specific
High volume within targeted buyer groups
21
Golf Course Proximity or Community Golf
Defining factor for the Southwest Florida luxury market. Bundled vs. optional golf significantly affects total cost and community feel. Buyers research initiation fees, mandatory vs. voluntary membership, and course quality with the same rigor they apply to the home itself.
#1
luxury amenity
22
Waterfront & Beach Access
The fastest-growing search category in 2025 Zillow data. Searches for lake, dock, river, waterfront, and beach rose nationally. In coastal Florida, private beach access or deeded waterfront is a top-3 purchase driver.
↑↑↑
2025 growth
23
Gated Community & Privacy
Searches for “gated community” increased meaningfully in 2025 as buyers prioritized security, privacy, and controlled access. Gating correlates with lower crime, stricter community standards, and higher perceived value supporting long-term price appreciation.
↑
2025 trend
24
Dog Park & Pet-Friendly Amenities
An underestimated buyer priority with high engagement on listing platforms. Pet ownership rates exceed 65% among homebuyers, and dog-specific infrastructure — parks, walking paths, on-leash trails — is a genuine differentiator in community selection.
65%
own pets
25
Bike Paths & Trails
Rising sharply in buyer surveys and Zillow search data. Connected trail systems and safe cycling infrastructure are valued both practically — as car-free transportation — and as a lifestyle signal about community design and planning quality.
↑
search volume
26
Community Center & Clubhouse
In master-planned and 55+ communities, the quality and programming of a clubhouse is a primary purchase motivator. Buyers evaluate fitness facilities, dining, social programming, and pickleball courts — active social infrastructure is now a standard expectation.
Key
in 55+ market
27
Airport Proximity
High priority for snowbirds, frequent business travelers, and buyers whose extended family is geographically dispersed. In the SWFL market specifically, RSW airport access — and proximity to a general aviation airport for private flyers — is an active buyer consideration.
Key
SWFL market
28
Gym & Fitness Center Access
Buyers increasingly evaluate both community-internal fitness facilities and nearby commercial gym options. Access to group fitness classes, lap pools, and personal training — either inside or within 10 minutes — is a baseline expectation for health-conscious buyers.
Base
expectation
29
Shopping & Retail Access
Proximity to quality retail — especially luxury or specialty retail — signals economic vitality and supports long-term property values. Distance to a lifestyle retail center like a Waterside Shops or equivalent is a researched factor for luxury buyers.
Mid
priority
30
Multigenerational Living Options
The fastest-rising structural search category in 2025. ADU, guest house, in-law suite, and casita searches all increased year-over-year as buyers accommodate aging parents, adult children, and flexible income strategies under one roof.
↑↑
2025 search
How Pelican Bay Scores
Pelican Bay Ranks Among the Top Communities in Naples Across These Criteria
✓ #1 neighborhood quality & feel in Naples
✓ Gated with 24/7 roving security
✓ 3-mile private Gulf beach (residents only)
✓ Fire station 0.5 mi — <2 min response
✓ 4 groceries within 10 minutes
✓ 2 hospital systems within 10 minutes
✓ Waterside Shops — walkable luxury retail
✓ 3 pharmacies under 1 mile
✓ RSW airport 30–40 min; APF 10–15 min
✓ Foundation fitness, tennis, dining on-site
○ No private marina or boating access
○ Golf optional, not bundled
Sources & Methodology
Rankings and percentage figures are drawn from the NAR 2025 Profile of Home Buyers and Sellers, the Zillow Zeitgeist 2025 annual search behavior review, NAR’s Community & Transportation Preferences Survey (2023), and buyer priority research published by Proximitii (2025). Percentages cited reflect the share of buyers identifying each factor as a “top” or “very important” priority. Tier rankings represent the authors’ editorial synthesis of the available data.
