Inforum, Sphere Trending Unveil Report Focusing on the New Female Homeowner

Latest 'Women in 2010' Series Report Looks at Trends Reshaping the Residential Real Estate Market

Nov 10, 2010, 09:00 ET from Inforum

DETROIT, Nov. 10, 2010 /PRNewswire/ -- Inforum, Michigan's leading network for professional women and Sphere Trending, a consulting and forecasting firm based in Waterford, Mich., have released "Women in 2010: The New Homeowner," the third installment of their four-part "Women in 2010" series of reports that explore trends affecting women in the second decade of the 21st century.

Maxine Lauer, CEO (Creative Examiner of Opportunities) for Sphere Trending said the report finds that women no longer see the home as just an extension of marriage. Even for single women, their residences serve as a reflection of who they are and an important haven in a busy world.

"Today's woman isn't afraid of the financial and physical challenges of home ownership," Lauer said. "Whether the task is getting a mortgage, fixing the plumbing or just redecorating, women in 2010 are jumping in feet first and showing a willingness to go it alone."

Key findings from the report include:

  • No Spouse Required: Women are not waiting for marriage to enter the home market and businesses that recognize this major shift in housing consumption are profiting from new models of how to successfully close the sale.
  • The DIY Vibe:  Women are creating the home environments of their dreams. They are motivated to learn how to tackle home improvement projects and create their own personal havens.
  • Real Estate is Changing: Female homeowners are bringing innovative solutions to home design and new businesses springing up to serve their desires. Social media plays a role in reaching women entering the home and DIY markets.

For a free downloadable copy of the report, click here, or go to

"The New Homeowner" follows the earlier release of "Women in 2010: The New Workforce," a high-level overview of the key trends affecting working women and "Women in 2010: The New Mom," which looked at the ways motherhood is changing in a busier, more connected world.

Terry Barclay, President and CEO of Inforum and Inforum Center for Leadership, said the "Women in 2010" series is part of Inforum's ongoing effort to give women the tools they need to lead and succeed.

"This latest edition shows yet another way that the changing role of women is having an impact on society," Barclay said. "The growing power of the female consumer is influencing the real estate market, the home improvement market and even the American idea of home. Companies that understand their female customers will have a big marketplace edge over those that don't."

The final "Women in 2010" report, scheduled to be released in December, will be focusing on "Women in 2010: The New Consumer."

About Inforum

Detroit-based Inforum is one of the largest and most prestigious business forums for women in the nation, with more than 1,800 members from a broad cross-section of Michigan's business community.  The mission of the organization is to strengthen the business environment by creating opportunities for women to lead and succeed. Founded as the Women's Economic Club in 1962 in Detroit, Inforum has affiliates in Grand Rapids and Lansing, Michigan.  For more information, visit or call 877.633.3500.

About Sphere Trending

Sphere Trending, based in Waterford, Mich., is a consulting and forecasting firm that specializes in trends affecting our environments, through a deep understanding of consumer needs and desires, societal changes, technological innovations and retail landscapes. Sphere Trending then combines these macro trends with design trends to bring innovative strategies to market. Sphere Tending's clients include Fortune 500 companies as well as other companies involved in the retailing and manufacturing of flooring, building materials, arts and crafts, tabletops, electronics, indoor and outdoor furniture, and other household consumables. To learn more about Sphere Trending and its offerings, please visit

SOURCE Inforum