New-Build Buyer Survey: What Americans Want in a New Construction Home
New-Build Buyer Survey: What Americans Want in a New Construction Home
New construction has never been more appealing, but today's buyers are far more selective about what they'll accept in exchange for a brand-new build. Williams Homes surveyed 1,011 Americans to find out what really drives the decision. We asked about the features they won't compromise on, the amenities that could sway them, and the dealbreakers that send them walking away. The results paint a picture of a buyer who wants efficiency, space, and design, as well as a strong builder reputation.
Key Findings:
- 86% say a builder's reputation influences their decision to buy
- 81% call poor construction quality an outright dealbreaker
- Buyers would pay an average of $42,793 more for a home with significantly better energy efficiency
- 95% say energy-efficient features are important when choosing a new-build home
- 4 in 5 Americans (80%) say they would be interested in buying a newly built home in the next five years
- 76% say they would choose a home from a highly reputable builder even if it cost more
- 3 in 5 (60%) would accept fewer home features in exchange for a community with the amenities they want
4 in 5 Americans Would Be Interested in Buying a New Construction Home in the Next Five Years
New construction is winning buyers over largely because of what it saves them from doing later. Among those interested in a newly built home, fewer expected repairs and maintenance is the top reason people choose new over old, cited by 32%. Another 25% point to the ability to customize the home, while 14% each cite modern design and energy efficiency.
Interest in new construction is widespread. 80% of Americans say they would consider buying a newly built home in the next five years. That interest is led by Boomers at 85%, followed by Gen X (81%), Millennials (80%), and Gen Z at 77%. But interest doesn't mean buyers will accept just anything. When asked which features would be a must-have in their next home, Americans listed the following as essentials:
- Large kitchen/island – 60%
- Outdoor living space – 56%
- Large windows/natural light – 53%
- Energy-efficient features – 52%
- Primary bedroom suite – 51%
- Ample storage – 50%
- Walk-in closet – 47%
- Extra bedroom/flex room – 46%
- Garage – 46%
- Open-concept living space – 43%
- Home office – 40%
- Large garage – 34%
- Smart-home technology – 23%
The Kitchen Comes First
Nothing captures buyer priorities quite like the kitchen. When asked which single feature they would prioritize above everything else, 34% chose a large or open kitchen, more than double the next closest answer. Energy-efficient design came in second at 15%, followed by a large outdoor living area at 14%.
Nearly half of buyers (48%) also say the kitchen is the space they'd be most willing to pay extra to upgrade. That's far ahead of outdoor space (13%), the living room (11%), and the primary bedroom (10%). For builders, that makes the kitchen the clearest place to invest in a home that needs to sell itself.
3 in 5 Buyers Would Trade Home Features for Better Community Amenities
The home itself still wins out over its surroundings, but not by an overwhelming margin. When asked what matters more in choosing a new-build community, 59% say the features and design of the individual home. Another 36% say both the home and its amenities matter equally, while just 4% prioritize amenities alone.
Even so, 3 in 5 Americans (60%) say they'd settle for fewer home features for the right community amenities. Gen Z buyers are the most willing to make that tradeoff, at 70%, compared with 59% of Millennials, 55% of Gen X and 56% of Boomers. Younger buyers appear to be the most open to trading square footage for lifestyle.
The amenities most likely to sway a buyer's decision are walking and biking trails and parks or green spaces, both cited by 63%. A fitness center follows at 42%, then a community pool (37%), dog park (24%), and playground (23%). When it comes to what buyers would pay more for, a pool leads at 20%. A fitness center (18%), trails (16%), and parks (14%) follow behind.
95% Say Energy-Efficient Features Are Essential When Choosing a Home
Few priorities are as universal among today's buyers as energy efficiency. An overwhelming 95% say energy-efficient features are important when choosing a new-build home, with 49% calling them very important and 46% calling them somewhat important. The features that appeal most are a high-efficiency HVAC system (71%), improved insulation (67%), and energy-efficient windows (66%). Energy-efficient appliances follow at 62%, and solar panels round out the top tier at 54%. However, buyers are also interested in energy-efficient lighting (48%) and water-saving fixtures (45%).
Energy-efficient features come with a price tag, and many buyers are willing to pay. On average, buyers say they would pay $42,793 more for a home with significantly better energy efficiency than a comparable one. That's a clear signal efficiency now functions as a premium feature, not just a nice extra.
Smart Home Technology Is Following Close Behind
Smart technology is becoming part of the same conversation. Buyers most want a smart thermostat (53%) built into a new home. A smart security system and video doorbell follow closely, both at 47%. Smart lighting (40%), smart appliances (39%), and smart locks (32%) round out the list. Interestingly, when asked what they'd sacrifice first to stay within budget, 29% of buyers pointed to smart-home features. That suggests efficiency has become non-negotiable in a way smart tech has not yet.
81% Say Poor Construction Quality Is a Dealbreaker
For all the features buyers want, what they won't tolerate says just as much. Poor construction quality is the single biggest dealbreaker, named by 81% of respondents. That's well ahead of HOA restrictions or fees (57%), price (56%), and a poor builder reputation (52%). A floor plan buyers don't like and a lack of outdoor space are close behind, both cited by 48%. Location (47%) and a small kitchen (38%) also rank as meaningful dealbreakers, followed by limited storage (37%), poor energy efficiency (36%), and small bedrooms (33%). Further down the list, a long construction timeline (24%), a lack of desired amenities (19%), and limited customization (17%) matter to fewer buyers, but still carry weight for a notable share.
When forced to name just one single factor that would make them walk away from an otherwise desirable new-build home, price tops the list at 38%. Construction quality follows at 24%, then HOA concerns (16%) and location (10%). And when comparing two similar new construction homes side by side, a lower price is still the deciding factor for 39% of buyers. A better location (18%) and higher-quality materials or finishes (12%) trail behind.
Builder Reputation Carries Serious Weight
A builder's name matters more than many might expect. 86% of Americans say a builder's reputation influences their decision to purchase a new-build home. That number peaks among Boomers at 94%, followed by Gen X (88%), Millennials (86%), and dips to 79% among Gen Z. Buyers are also willing to pay for a good reputation, as 76% say they would choose a home from a highly reputable builder even if it cost more. In an industry where buyers can't always see what's behind the walls, reputation has become its own kind of proof.
Building Trust Alongside the Home
What today's buyers want isn't complicated: a well-built kitchen, an efficient home, and the right community fit. Just as important is a builder they can trust to stand behind the work. Williams Homes has spent 30 years building with exactly that in mind. Every home is backed by a warranty and a family-owned team that stays involved long after closing. If you're ready to find a home built around what actually matters to you, explore Williams Homes' available homes today.
Methodology
In August of 2026, we surveyed 1,011 Americans on their priorities and dealbreakers when it comes to buying a newly built home. Among respondents, 49% were men, 49% were women, and 2% were non-binary. The age of respondents ranged from 18 to 80, with an average age of 41.
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Fair Use
When using this data and research, please attribute by linking to this study and citing Williams Homes.
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Frequently Asked Questions About Buying a New Construction Home
New construction homes often cost more upfront than comparable existing homes, but they typically come with lower near-term maintenance and repair costs. Many buyers also save on energy bills thanks to modern insulation, HVAC systems, and appliances built into new homes.
Pay close attention to the quality of finishes, insulation, and window seals, since these are hard to change later. It also helps to ask about the builder's warranty coverage and reputation, since construction quality issues are the top reason buyers regret a purchase.
Yes, most buyers agree they are. Features like a high-efficiency HVAC system, better insulation, and energy-efficient windows can lower monthly utility costs significantly over time, which is why many buyers are willing to pay tens of thousands more upfront for them.
A builder's reputation is one of the most influential factors in the homebuying decision, often outweighing price for buyers who want assurance the home will be built well. A trusted builder also typically offers a stronger warranty and better long-term support after move-in.
Kitchen upgrades tend to offer the most noticeable value, since the kitchen is consistently the room buyers care about most. Energy-efficient upgrades and outdoor living spaces also tend to boost a home's appeal and resale potential.
More than half of buyers (59%) still prioritize the home's own features and design over community amenities, but amenities like walking trails, parks, and fitness centers can be a meaningful tiebreaker. Younger buyers, in particular, are more willing to trade some home features for a community with the lifestyle perks they want.