The America at Home Study was hosted online in two waves during the Covid-19 pandemic. The first wave took place April 23-30, 2020 with a nationally representative sample of 3,001 consumers ages 25-74 with household incomes of $50,000+. The second wave took place September 24–November 6 with a nationally representative sample of 3,935 consumers in the same age and income brackets. The results reveal Americans' desire for home purchases, how they feel about and live in their homes, and what changes they would like as a direct result of sheltering in place.
The America at Home Study was spearheaded by architect Nancy Keenan, President and CEO of Dahlin Group Architecture Planning; marketing expert Teri Slavik-Tsuyuki of tst ink; and consumer strategist Belinda Sward of Strategic Solutions Alliance. Now that team is collaborating with Raleigh, North Carolina-area homebuilder Garman Homes to design and build a concept home that reflects the changes Americans desire and are willing to purchase. Construction on the concept home at Chatham Park in Pittsboro, North Carolina is underway. The intent is to inspire new ways builders and architects can think about designing homes in the post-pandemic world.
Responses from thousands of U.S. homeowners and renters to the America at Home Study revealed that imminent and permanent changes are underway regarding how Americans perceive of and want to live in their homes. "The shifts we're experiencing at home right now aren't something we just want to study; we're putting the findings into practice,” says Keenan. “The concept home is how we plan to walk our talk; it's a home built for how people want to live in today's world, and we can't wait for people to experience it."
Dahlin Group, which opened its Hacienda office in 2004, designed the dwelling. When it opens this summer, it is expected to be the first new home designed and built in rapid response to the radical changes afoot in American home life. Laser-focused on bringing the concept home to as many people as possible, the team also engaged with customer experience property technology firm Cecilian Partners to create and demonstrate a digital modern community and home shopping experience that can be accessed from any device.
The concept home is designed for a hypothetical older Millennial family where one parent works from home and the other works elsewhere. The dwelling is a 2,600-square-foot, two-story home with four bedrooms and three and a half baths. With America at Home Study findings top of mind, design considerations and key decisions for the concept home will include separate homeowner and guest entryways, two dedicated office spaces, additional flex spaces, a guest suite with outdoor access, a larger secondary bathroom, multiple outdoor spaces, better storage, and more.
"Thanks to the America at Home Study and responses from almost 7,000 people, we know the ways people want to live, but the concept home is our chance to show how that can become a physical and widespread reality," says Alaina Money-Garman, CEO and co-founder of Garman Homes. "It's more than simply installing easy-to-clean textiles and appliances; it's about offering homeowners a different way to experience home. Every square foot was discussed and thoughtfully optimized. The floor plan is configured differently than anything we've ever done, and we want to make it realistic and attainable for buyers to purchase."
For more information about Dahlin Group, please visit www.dahlingroup.com.
For more information about the America at Home Study Concept Home, please visit www.concepthome.garmanhomes.com.