When people fall in love with a home, they commit.

That was one of the standout takeaways from The Research Agency’s excellent presentation at BuildNZ this week.

I’ve spent the past couple of days at the expo, and the research really hit home. It echoed what many of us in the industry have been saying for a while about new build townhouses and off-plan housing.

With a growing number of unsold new builds sitting on the market, buyers are clearly becoming more selective. TRA’s findings confirmed what we’ve all suspected: if a home feels too generic, lacks character and parking, it’s off the list.

Key finding: Cookie-cutter doesn't cut it anymore

The study highlighted a growing disconnect between what’s being built and what people actually value:

• Lack of identity - buyers can’t see themselves in the product

• Too much focus on investor outcomes

• Perceived sameness across developments

• Buyers crave warmth, flexibility and uniqueness

A few quotes from the session really stood out:

“Even investors rely on end-user love to drive long-term value.”

You can have the best yields on paper, but without emotional connection, it’s harder to attract and retain quality tenants - and much harder to sell.

And this one, which feels especially relevant for developers:

“People see an ocean of sameness...that they don’t recognise themselves in...”

At Colab, we see this every day. Lending is just one part of the puzzle. Creating a product that buyers connect with is what drives velocity, margin, and long-term value.

If you’re a developer or builder thinking about how to better position your next project - we’re here to help with strategy, funding, and making sure your product actually meets the market.