Few people in the home building industry have their finger on the pulse of the American home buyer quite like Mollie Carmichael, principal at Zonda Advisory. With decades of experience spanning land development, home building, and consumer research, Carmichael has become one of the industry’s most trusted voices on what today’s buyers want—and what they’re willing to pay for.
In this edition of Inside Edge, I sit down with Carmichael to unpack the latest shifts in consumer behavior, design trends, and placemaking strategy. From the resurgence of traditional architecture to the growing desire for privacy and human connection, Carmichael explains how evolving preferences are reshaping the way communities are planned and built.
Carmichael’s career arc—from early work at the Irvine Company to leadership roles with Pulte, Lennar, and nearly two decades in consulting—has given her a rare 360-degree view of the market. Her insights blend data-driven rigor with on-the-ground intuition, helping developers and builders translate trends into profitable, livable projects.
You’ve worked in development, home building, and consulting. How did your career evolve to this point?
I started as an intern at the Irvine Company and later joined Pulte Del Webb to understand home building from the inside. What I thought would be a short stint turned into eight years. After returning briefly to the Irvine Company, I joined Lennar, then transitioned into consulting—ten years with John Burns and now more than eight with Zonda.
Your work goes far beyond California. What’s your focus now?
My work covers consumer and product research nationwide, helping clients understand what buyers want and what they’re willing to pay for. I’m especially active in markets moving beyond traditional suburban formats—places like D.C., Denver, Austin, Seattle, and Florida. These regions are experimenting with higher densities, new lot layouts, and fresh housing solutions.
Technology has transformed research. How do you approach data today?
I’ve always been tech-driven. Early in my career, I realized I could automate the manual work others did by hand. That mindset still guides me. We analyze not just what’s selling, but what’s missing—what consumers are searching for and can’t find. That helps us design new solutions rather than repeat what already exists.
You worked closely with the late John Martin. What lessons did he leave you with?
John always looked for “the next best thing.” He treated me as a peer, constantly pushing me to innovate. Even at 90, he was brainstorming new products. His mentorship reinforced the importance of curiosity and collaboration—always looking forward, never repeating the past.
What are buyers looking for right now?
Affordability and privacy top the list. Buyers want connection but also separation—private outdoor areas or thoughtful spacing between homes. With higher interest rates and HOA costs, affordability is tough, so we’re developing creative detached solutions that reach 18 homes per acre and duplexes up to 21 without sacrificing livability.
You emphasize “value per acre” instead of lot value. Why does that matter?
It changes how you plan. Many developers don’t run full financial sensitivity analyses. When you evaluate product types by their return per acre, you understand which designs deliver the strongest value. It’s essential for smart land investment.
What defines great placemaking?
It starts with understanding the people who’ll live there—their life stage, priorities, and what they value. Spending 1–2% of project cost on amenities can return up to 10% in value. For example, 92% of buyers say they want a pool, but only 15% use it. That doesn’t mean you skip it—it often influences the decision to buy.
You’ve mentioned regional nuance. How does geography change design?
Texas buyers often want single-story or primary-down layouts with backyards. In Southern California, they prefer primary-up plans and any private outdoor space they can get. In Florida, lifestyle drives design—you plan for flip-flops, not loafers. Authenticity matters: the architecture, materials, and colors must reflect how people live locally.
What larger trends are shaping development right now?
Economically, a 1% rate shift changes affordability by roughly 11–12%, so incentives and buydowns are crucial. Culturally, we’re craving human contact after years of screens. People want real experiences, biophilic design, and the ability to disconnect. Style is swinging slightly back to traditional, but healthy, indoor-outdoor living remains a priority. Privacy and security also weigh heavily—buyers want connectivity without feeling overexposed.
“Authenticity” is a buzzword. How do you define it?
Authenticity is hyper-local. What’s authentic in Denver isn’t in Dallas or Orange County. It comes from the region’s culture, history, and environment. We study how residents describe their community and what makes it special, then translate that into design. Even natural light affects it—paint colors that look great in Southern California can feel completely different up north.
You’ve worked at every level of development. What three lessons would you share with builders?
- Choose builders wisely. Low-cost construction may seem profitable short-term but can erode the long-term value of a master plan.
- Align builders with strengths. Know which builders excel at which segments and place them accordingly.
- Prove every decision. Don’t copy what others do. Use data and sensitivity analysis to validate new ideas. Innovation backed by proof always wins.
So success comes down to curiosity, testing, and alignment.
Exactly. We trend data, forecast where preferences are headed, and keep updating insights. The market’s always shifting, but when you know what buyers want—and what they’ll pay for—you can make confident, profitable decisions.
