Buyers Are Paying More for Homes With 'Emotional ROI' in 2026, According to Real Estate Experts

These are the home features that make buyers' hearts skip a beat.

Mar. 24, 2026 at 12:00am

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According to real estate experts, homebuyers are increasingly looking for homes with 'Emotional ROI' - features and elements that evoke a sense of joy, nostalgia, or unique character beyond just the financial return on investment. Homes with character, such as vintage details, unique architectural elements, and personalized design, are resonating more with buyers, especially millennials, who are seeking a deeper emotional connection to their homes. Sellers can appeal to this trend by incorporating distinctive, refined details rather than generic, cookie-cutter finishes.

Why it matters

The shift towards 'Emotional ROI' in home buying reflects a broader desire among buyers, especially younger generations, to find homes that spark joy and a sense of personal connection beyond just the bottom line. This trend is pushing back against the prevalence of generic, mass-produced new construction and highlights the value that character-filled homes can provide.

The details

Experts define 'Emotional ROI' as the intangible feelings and sense of joy that a home can provide to potential buyers, beyond just its financial value. Homes with character, such as preserved vintage details, unique architectural elements, and personalized design features, are resonating more with buyers who are tired of the ubiquity of 'gray boxes' and cookie-cutter new construction. Sellers can appeal to this trend by incorporating distinctive touches like thoughtfully chosen fixtures, paint colors inspired by past eras, and the strategic use of antique furniture when staging.

  • The real estate market shift towards 'Emotional ROI' has been observed in 2026.

The players

Kimberly Schmidt

A San Diego real estate expert and team lead of Kimberly Schmidt and Associates at Compass.

Maureen McDermut

A realtor at Sotheby's International-Montecito.

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What they’re saying

“I always tell buyers that if they don't feel some type of emotional excitement when they spend time in a house, then they shouldn't buy that house. We are not robots—we are deeply emotional creatures, and our homes are deeply emotional places.”

— Kimberly Schmidt, San Diego real estate expert and team lead of Kimberly Schmidt and Associates at Compass

“Homes with character are usually special—they are unique in some way, and they often have that je ne sais quoi that makes your heart speed up. I tell my buyers that that is the feeling you want to have when you are shopping for a house—that giddy, excited feeling you get when you've made a perfect match.”

— Kimberly Schmidt, San Diego real estate expert and team lead of Kimberly Schmidt and Associates at Compass

The takeaway

The rise of 'Emotional ROI' in home buying reflects a broader shift among buyers, especially millennials, towards finding homes that spark joy and a sense of personal connection beyond just the financial return. This trend is pushing back against the prevalence of generic, mass-produced new construction and highlights the value that character-filled homes can provide.