Aspire Market Guides


Valentine’s Day is finally here—and for many, this oh, so romantic holiday will provide a welcome opportunity to show their loved ones just how much they care, whether that’s through a sweet gesture, a heartfelt note, or the exchanging of gifts.

But as it turns out, the annual celebration also brings about a renewed sense of commitment among some young couples, serving as the push they need to take their first shared steps onto the property ladder.

According to experts, the “Valentine’s Day effect” is a well-recognized phenomenon in the housing market, which sees a significant uptick in buyer interest shortly after the romantic holiday.

And though some might scoff at such a trend, Sam Martinez, a real estate expert and author of the property site Vivo Latam, insists that it is much more than just a quirky coincidence.

The “Valentine’s Day effect” creates a significant uptick in buyer interest shortly after the holiday. grinny – stock.adobe.com

“Valentine’s Day often serves as a catalyst for couples to take the next step in their relationships,” he tells Realtor.com®. “Whether it’s moving in together, upgrading to a larger home, or investing in a shared future, the holiday inspires action.

“It’s a reflection of shifting societal norms, economic realities, and seasonal dynamics.”

The ‘Valentine’s Day effect

There are several drivers behind the Valentine’s Day effect that go beyond the implied emphasis on romantic commitment and relationship contemplation.

According to Martinez, you cannot overlook the emotional element that ties Valentine’s Day with real estate. Purchasing a home, he notes, is inherently emotional, and the holiday amplifies those feelings.

“The holiday’s focus on love and commitment encourages couples to make big life decisions, including homebuying,” he says. “This emotional push often translates into a surge in sales.”

“The holiday’s focus on love and commitment encourages couples to make big life decisions, including homebuying,” says, Sam Martinez, a real estate expert. ÞûÃÅóð áøüþýþòð – stock.adobe.com

Such is the momentum behind this phenomenon that a new real estate-focused dating app has even been created in a bid to bring potential couples together through their shared interest in property.

HousingWire reports that NestFriends, “a new dating app designated for homeowners, is about to hit the app store.”

“The launch of this app reflects a broader social trend where homeownership is becoming a pivotal factor in the dating landscape,” according to Note Servicing Center.

“As more people view property investment as a foundational aspect of their lives, the app seeks to facilitate relationships grounded in common experiences and values related to homeownership.”

What’s more, the end of February also coincides with the start of spring, and warmer weather can make home hunting more appealing.

Hannah Jones, a senior economic research analyst at Realtor.com, says buyer demand often picks up at the end of February as spring buyers trickle into the market.

“Valentine’s Day coincides with the time of the year that the slow winter housing market starts its annual thaw ahead of the bustling spring and summer,” she explains.

Nearing the start of spring and warmer weather can make home hunting more appealing at the end of February. Davide Angelini – stock.adobe.com

Moving in together is intimate—and cost-effective

Of course, buying a house together is an enormous commitment, but beyond the romantic aspect, it’s also cost-effectiveThat’s one of the reasons many couples are shifting their priorities, especially in a challenging real estate market, opting to build a financial foundation before saying, “I do.”

Wall Street Journal analysis found that in 2023, 555,000 unmarried people purchased their homes in the previous year—a 46% increase from 10 years earlier.

Samuel Kile, a real estate investor at Loyal Home Buyers, says that as rent prices continue to rise, it often makes more sense for couples to invest in a mortgage rather than continue their monthly lease payments with no return.

The amount of unmarried people purchasing their homes has increased over the years. seanlockephotography – stock.adobe.com

Many renters are saving for this goal: a February 2024 Realtor.com survey found that 22% of renters hoping to buy a home in the next year have been saving for at least a year.

For couples, the survey added, “dropping one rental payment and splitting rent could cut the time to save for a down payment substantially, getting renters closer to buying sooner.”

Darcie Gore, executive director and senior lending manager at Chase Home Lending, says this is an attractive option for people who might not be able to purchase a home otherwise.

She notes, however, that while buying a property with a domestic partner may alleviate some of the financial burdens and responsibilities of homeownership, it also involves unique considerations.

“Fortunately, with proper planning (both financial and interpersonal), buying a house with a significant other doesn’t have to be a scary feat,” she says.

According to Samuel Kile, a real estate investor, the continued rise in rent pricing might make investing in a mortgage more sensible for couples. vectorfusionart – stock.adobe.com

In addition to reduced costs, there are better mortgage approval odds for co-buying.

“Combining your assets may help you put down a larger down payment, which could lead to a better loan offer,” she adds.

Why February is a good time to buy

Jones says February can be a great time, as buyers can take advantage of home prices near the winter’s low before the spring market picks up.

“February may be attractive for some sellers who want to catch the warming market on the early side,” she explains. “Sellers can take advantage of more buyer attention and less competition from other sellers in February.”

Another reason this month can benefit buyers is that, while spring is typically seen as the hottest time for real estate, those who start their home search in February often get ahead of the competition and lock in properties before bidding wars heat up, says Kile.



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