In a struggling economy and a definitive housing bubble, there has emerged an unpredicted buyer. Women. In particular, younger women, who are finding their most opportune shot at home ownership. In 2008 alone, more men than women lost their jobs by a ratio of three to one, in the financial and manufacturing sectors.

Ellen Iggulden, a 27-year-old Chicago-based auditor, says “most of my guy friends are sitting on the buying sidelines. But among my female college pals, (I) was actually one of the last to take the real estate plunge.” Hearing about their successes, she says, was empowering: “If they can do it, so can I!”

And, according to the National Association of Realtors, women now sign on the dotted line in nearly a quarter of all U.S. home deals—up from 14 percent in 1995.

As a result, new home sales teams are incorporating sales tactics including expanded “paint-color psychology” and hosting spa nights, instead of the traditional open house, in an attempt to do everything they can to eliminate the “intimidation factors” associated with females perceived purchase process. Home-marketing consultant Sara Lamia addressed a gathering at this year’s International Builders’ Show by summing up this theory, stating, “If Mama ain’t happy, you’re dead in the water!”

The message to women is clear. The builders are catering to you, so take advantage of the market anomaly and by that new home you’ve been eyeing!