I’ve discovered, over the years, that as much time and effort goes into thinking about building a house as into the actual construction. A home may be built in a matter of months, but it may be pondered, considered and imagined for years prior to that.

By the time the nails begin to fly (or the foundation poured), it’s likely there has already been countless hours, days, months of decision making, sleepless nights and rolls of the dice. And I will just say it — I suspect that the majority of the decision making and non-sleeping is experienced by women. I base this assertion on both personal experience and the anecdotes of those I have met, interviewed and eavesdropped on (can’t help it — I’m a writer after all.)

In fact, marketing studies show that 91 per cent of all new home purchases are either made by women or are primarily influenced by women

The first stages of a home lie in our dreams (or our “castle in the sky,” for you L.M. Montgomery fans out there.) Once we are ready to put these imaginings on paper, it usually means it’s time to bring in a professional.

And, at risk of inciting the ire of some men out there, I will ask who is better to interpret the dreams of a woman than another woman?

You guys may have a lot of great qualities, but let’s face it — women are adept communicators (read: talkers and listeners).

Michelle Reid is the director of Marketing and Design for Rooftight Construction, Canada’s only licensed woman centric home builder. What does that mean? It means that the company has undergone extensive woman-centered research so that when one enters a Rooftight home, they will see the difference in design, products, materials and messaging.

I asked Reid how designing and interpreting homes with, and for, women differs from working with men.

“Women know what they are looking for in the design of the home,” says Reid. “They manage the family’s life and therefore have a very clear picture of how they want their home to live.

“I sit with the client and just listen to her for as long as it takes, while making notes about key points. Sometimes she doesn’t even know what style home will suit the family, but after our ‘discovery’ session it becomes very clear to us — then we are able to sit down and draw the house plan that best suits her family's lifestyle.”

The positive response to this method has been measurable (website traffic is up 52 per cent and sales have increased 60 per cent over last year alone.) Every aspect of the business is focused on a woman’s way of looking at the world…not just in the way they build homes, but in their marketing approach, sales process — even the colours and font used on the website.

“We live and breathe this approach,” says Reid.

To put it in perspective, examples of project specifics considered woman centric include ample amounts of cleverly-constructed storage space and flexible rooms that can change their function as the family evolves — such as a playroom for the kids that can one day become a home office.

“Women are also putting emphasis on areas to de-stress, usually a master suite with a soaking tub for her to relax after a busy day,” explains Reid. “Or entertaining space that makes sense. Most women prefer an open-concept home design that allows her to be with the kids or with her guests while preparing meals in the kitchen.”

Women, as consumers, have immense power in the market place — the success and failure of companies rise and fall on the choices of the fairer sex. That’s a pretty powerful position to be in.

“Our success rate with this method is almost 100 per cent,” says Reid. “It is simply listening instead of telling.”

Humph. Listening instead of telling. What a difference that can make to the buying process. Business owners, take heed.