Think about your home for a moment.
Which space do you spend most time in?
Where do you feel most comfortable?
And if you could, which space would you transform first?
These answers may seem personal, but they are actually full of market insights.
The way we use, decorate, and equip our homes says a lot about how we think, work, and live.
🧭 A Marketing Lesson from Middle-Class Housing
More than 24 years ago, when I began working in market research, I had a client in the real estate industry selling what we would now call “mid-range housing.”
We conducted a study to understand how Mexican families decided to buy a home, and we discovered that:
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Women were the main influencers in the decision-making process.
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Location was the top deciding factor.
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The master bedroom and the kitchen shaped perceptions of quality.
Armed with that information, we simplified the marketing strategy. Instead of overloading brochures (digital ads weren’t yet common) with measurements and architectural details, we focused on just three things: location, master bedroom, and kitchen.
The results were clear: more attention, more visits, and better sales.
That experience taught me something that has stayed with me ever since:
In marketing, clarity sells better than quantity.
And in today’s world —where consumers face thousands of daily messages— simplicity is still a competitive advantage.
📱 From Functional Homes to Smart Homes
In recent years, the home has stopped being just a shelter.
It’s now an office, a classroom, a gym, a creative studio, and a relaxation zone —all at once.
Technology has turned homes into interactive experience hubs.
According to Statista (2025), the global smart home market will surpass $150 billion USD, driven by solutions for security, comfort, energy efficiency, and entertainment.
In Mexico, IDC reports that over 35% of urban households already use at least one connected device —from smart lighting and voice assistants to automated blinds.
This convergence has opened the door to new players: technology, interior design, architecture, and renewable energy companies now compete for presence inside consumers’ homes.
Your home no longer just protects you — it represents you.
Every detail —from lighting to the tech you choose— expresses your identity and your relationship with innovation.
💸 The Housing Challenge
Despite innovation, Mexico’s housing market faces a tough reality.
According to the Mexican Association of Real Estate Professionals (AMPI), a person needs to earn at least MXN 64,000 per month to qualify for a mortgage on a new home, with the average national price reaching MXN 1.8 million(Sociedad Hipotecaria Federal, SHF).
Given high levels of informal employment and slow wage growth, homeownership remains out of reach for many families.
The result: thousands of newly built homes sit empty.
INEGI estimated that by 2024, there were over 6 million unoccupied homes in Mexico, many located in areas lacking jobs, transport, or public services.
💎 The Other Side: The Luxury Boom
At the same time, the premium and ultra-luxury residential segments are thriving.
According to Knight Frank’s Luxury Outlook 2024, Latin America has seen a 7% growth in high-end property demand, and Mexico ranks second in the region.
In certain cities and resort destinations, prices have reached unprecedented levels —over $10 million USD per home.
It’s a striking contrast: two Mexicos under one roof.
🎙️ Innovation from the Heart of Jalisco
In the latest episode of LAMARCALAB Podcast, I spoke with Noé González, founder of FARZ, a Jalisco-based manufacturer of premium blinds and curtains competing with major global brands.
From a small town in Los Altos de Jalisco, FARZ shows that innovation can come from anywhere —and that craftsmanship, technology, and design can coexist to transform spaces and experiences.
🎧 Listen on Spotify or Apple Podcasts, and explore how homes —across all income levels— are becoming laboratories of comfort, creativity, and identity.
🌿 Final Reflection
Every space we inhabit says something about us.
Our homes, offices, and studios reveal not only who we are, but what we value and where we’re headed.
The home has become a key stage for understanding modern consumer aspirations: well-being, functionality, identity, and technology.
🤝 Is Your Brand Listening to What Happens at Home?
At LAMARCALAB, we help companies in design, architecture, real estate, and home technology understand and anticipate new consumer habits —turning insights into strategies that drive growth.
📩 Contact us to discover how market intelligence can help your brand connect with today’s evolving households.
👉contacto@lamarcalab.com
