Buyers of New Homes Offered Product Options: Survey Reveals Top Product Categories for Selection and Upgrades

Principia recently surveyed 300 owners of newly built homes—properties purchased brand new and never previously occupied—to understand which product categories buyers were able to customize during the purchase process.

Interior Categories Lead the Pack

When it comes to personalization, interior finishes lead the way. Countertops and flooring emerged as the most commonly offered options, with nearly 75% of respondents reporting they had the opportunity to select or upgrade these features.

Other categories—including windows, doors, siding, and trim—also showed strong availability. More than half of surveyed buyers indicated they were given choices in these areas, either through standard selection or upgrade options.

Exploring Cost vs. Choice

Principia plans to dive deeper into this topic in future research. One area of focus will be the distinction between:

• Product selection: choosing from available options at no additional cost
• Product upgrades: opting for enhanced features at an added expense

Understanding this nuance could shed some light on how builders balance customization with cost—and how buyers navigate those decisions.