63% Prioritize Design in Custom Homes, but 'Price' Remains Top Factor in Builder Selection
A survey conducted by NEXER revealed that while 63.7% of respondents value design in custom homes, 'Price' (39.8%) remains the primary deciding factor when choosing a builder. Kitchens and storage are top design priorities, and housing exhibitions continue to be a trusted information source.
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- 📰 Published: April 3, 2026 at 19:10
## The Importance of Design in Custom Homes
The appeal of a custom-built home lies in the ability to assemble everything from the floor plan to the exterior and interior to match one's own sensibilities. Whether one prioritizes aesthetic beauty or focuses on usability and satisfaction, design choices reflect an individual's unique values.
NEXER Co., Ltd., in collaboration with 'Chiba Custom Home Builder Recommended Navigation!', conducted a survey on 'Custom Home Design' targeting 606 men and women nationwide.
### 63.7% Respondents Rank Design as 'Important' or 'Very Important'
When asked how much they value design (exterior and interior) when purchasing or considering a home, 14.2% answered 'Very Important' and 49.5% answered 'Important,' totaling 63.7%.
This indicates that more than half of the respondents prioritize design. Since a home is a long-term companion, many people seem to consider not just performance and price, but also the emotional well-being and comfort of the space when returning home.
### 54.3% Want to Focus on 'Kitchen and Water Areas'
Regarding specific design points they want to focus on, 'Kitchen and Water Areas' was the most popular at 54.3%, followed by 'Storage Space' at 48.0%, and 'Interior Texture/Materials' at 43.4%.
Areas used frequently in daily life are expected to have both aesthetics and functionality. Focus on design is likely viewed not just as decoration, but as a way to organize a comfortable lifestyle.
### 43.2% Find 'Housing Exhibitions' the Most Useful Information Source
Regarding the most helpful source of information for design, 'Housing Exhibitions' topped the list at 43.2%, followed by 'Comparison Sites' (23.6%) and 'Introductions from Friends/Acquaintances' (19.3%).
While social media like Instagram or Pinterest are popular for catching the atmosphere, aspects like layout, flow, and texture are difficult to grasp without seeing them in person. This explains the continued high trust in real-life experiences.
### 80.4% Feel No 'Gap Between Ideal and Reality'
The survey also investigated whether people felt a gap between their ideal design and the actual outcome. 80.4% answered 'No,' while 19.6% said 'Yes.' While the majority are satisfied, about one in five experienced some level of discrepancy.
### 12.2% Compromised on Design Due to Budget Constraints
For those who felt a gap, the most common reason was 'Compromised on design due to budget constraints' (12.2%). Other reasons included 'Difference between the completion image and actual finish' (6.4%) and 'Unable to realize desired texture or color' (4.1%). Costs and construction conditions often become hurdles even if the initial vision is attractive.
### 39.8% Prioritize 'Price' When Choosing a Builder
When choosing a builder, 39.8% cited 'Price' as the most important factor. This was followed by 'Design/Planning Power' (20.3%), 'Construction Records and Reviews' (17.2%), and 'Support System' (16.5%). 'Design Aesthetics' itself stood at only 6.3%. This suggests that while people care about design, they prioritize budget balance and reliability in a partner to bring those designs to life.
### 41.3% Value 'Design Case Studies Based on Construction Records'
Finally, for those unsure of each builder's strengths, 41.3% found 'Design case studies based on construction records' most helpful. Tangible examples are more trusted as decision-making criteria than abstract descriptions.
### Summary
The survey highlights that while 63.7% value design, price is the dominant factor in builder selection. Balancing design ideals with realistic budget and past construction records is key to making a sustainable choice for a custom home.
The appeal of a custom-built home lies in the ability to assemble everything from the floor plan to the exterior and interior to match one's own sensibilities. Whether one prioritizes aesthetic beauty or focuses on usability and satisfaction, design choices reflect an individual's unique values.
NEXER Co., Ltd., in collaboration with 'Chiba Custom Home Builder Recommended Navigation!', conducted a survey on 'Custom Home Design' targeting 606 men and women nationwide.
### 63.7% Respondents Rank Design as 'Important' or 'Very Important'
When asked how much they value design (exterior and interior) when purchasing or considering a home, 14.2% answered 'Very Important' and 49.5% answered 'Important,' totaling 63.7%.
This indicates that more than half of the respondents prioritize design. Since a home is a long-term companion, many people seem to consider not just performance and price, but also the emotional well-being and comfort of the space when returning home.
### 54.3% Want to Focus on 'Kitchen and Water Areas'
Regarding specific design points they want to focus on, 'Kitchen and Water Areas' was the most popular at 54.3%, followed by 'Storage Space' at 48.0%, and 'Interior Texture/Materials' at 43.4%.
Areas used frequently in daily life are expected to have both aesthetics and functionality. Focus on design is likely viewed not just as decoration, but as a way to organize a comfortable lifestyle.
### 43.2% Find 'Housing Exhibitions' the Most Useful Information Source
Regarding the most helpful source of information for design, 'Housing Exhibitions' topped the list at 43.2%, followed by 'Comparison Sites' (23.6%) and 'Introductions from Friends/Acquaintances' (19.3%).
While social media like Instagram or Pinterest are popular for catching the atmosphere, aspects like layout, flow, and texture are difficult to grasp without seeing them in person. This explains the continued high trust in real-life experiences.
### 80.4% Feel No 'Gap Between Ideal and Reality'
The survey also investigated whether people felt a gap between their ideal design and the actual outcome. 80.4% answered 'No,' while 19.6% said 'Yes.' While the majority are satisfied, about one in five experienced some level of discrepancy.
### 12.2% Compromised on Design Due to Budget Constraints
For those who felt a gap, the most common reason was 'Compromised on design due to budget constraints' (12.2%). Other reasons included 'Difference between the completion image and actual finish' (6.4%) and 'Unable to realize desired texture or color' (4.1%). Costs and construction conditions often become hurdles even if the initial vision is attractive.
### 39.8% Prioritize 'Price' When Choosing a Builder
When choosing a builder, 39.8% cited 'Price' as the most important factor. This was followed by 'Design/Planning Power' (20.3%), 'Construction Records and Reviews' (17.2%), and 'Support System' (16.5%). 'Design Aesthetics' itself stood at only 6.3%. This suggests that while people care about design, they prioritize budget balance and reliability in a partner to bring those designs to life.
### 41.3% Value 'Design Case Studies Based on Construction Records'
Finally, for those unsure of each builder's strengths, 41.3% found 'Design case studies based on construction records' most helpful. Tangible examples are more trusted as decision-making criteria than abstract descriptions.
### Summary
The survey highlights that while 63.7% value design, price is the dominant factor in builder selection. Balancing design ideals with realistic budget and past construction records is key to making a sustainable choice for a custom home.
FAQ
What percentage of people value design in custom homes?
According to the survey, 63.7% answered 'Important' or 'Very Important,' showing that a majority are conscious of design.
Why is 'Price' the top priority in choosing a builder?
Despite design ideals, budget constraints exist, and cost-effectiveness or manageable payment plans take precedence at the final contract stage (39.8% value price).
What information helps prevent design failures?
Concrete design examples based on actual construction records are considered most helpful (41.3%), making it vital to check past results through photos and detailed data.