Location, location, location … at least that’s how the old real estate adage goes, right?

Not anymore — today’s consumers consider price to be more important than location, according to a new survey from Coldwell Banker Real Estate.

The brokerage surveyed over 4,000 consumers aged 18 and older and found that 56% consider price to be the deciding factor when buying a home, while about half of consumers prioritize location.

Furthermore, women are more likely to value price than men, with 60% of women prioritizing price compared to 48% of men.

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