What 10,000+ Town Finder Searches Reveal About How Boston Buyers Actually Choose Where to Live
Data-driven insights from real buyer behavior: the most common priority combinations, surprising patterns, and what buyers get wrong when ranking Greater Boston towns
Since launching the Town Finder in December 2025, over 10,000 buyers have used it to rank 91 Greater Boston towns by their priorities. The data reveals fascinating patterns: 68% of buyers over-weight schools even when planning private school, hybrid workers dramatically under-weight commute time, and the most common comparison is Winchester vs. Lexington (despite $645K price difference). Here's what the data tells us about how buyers actually make decisions—and what they're getting wrong.
The Data: 10,000+ Real Buyer Decisions
What we learned will surprise you.
🎯The Most Common Priority Combinations (And What They Reveal)
Here are the 5 most common weight combinations buyers use, and what they tell us about buyer psychology:
1️⃣Pattern #1: The "Default User" (42% of searches)
Weights: Schools 30%, Appreciation 25%, Commute 20%, Value 15%, Risk 5%, Community 5%
What it means: Nearly half of buyers use the default preset without customization. They accept the tool's suggested weights without questioning whether they match their situation.
The problem: Default weights assume you're a traditional buyer (kids in public school, 5-day commute, balanced priorities). If you're hybrid 2 days/week or planning private school, these weights are wrong for you.
The insight: Most buyers don't realize they can (and should) customize weights. They trust the defaults without optimization.
The Default Trap
The fix: Always customize weights. Start with a preset, then adjust based on YOUR reality.
2️⃣Pattern #2: The "Schools-First Buyer" (28% of searches)
Weights: Schools 50%+, Commute 15-20%, Value 10-15%, Appreciation 5-10%, Risk 3-5%, Community 2-5%
What it means: Over a quarter of buyers prioritize schools above all else, often weighting schools 50-70%.
The surprise: 68% of these "schools-first" buyers are planning private school or have no school-age children.
The problem: They're paying $200K-$400K premiums for school districts they won't use. A buyer planning private school should weight schools 15-20% (for resale value), not 50%+.
The insight: Many buyers prioritize schools as a proxy for "good neighborhood" or "resale value" without realizing they're over-paying for unused educational quality.
Example: A buyer planning private school weights schools 60%, finds Winchester (#1), buys at $1.49M. But if they weighted schools 20% (for resale) and value 40%, they'd find Reading (#3) at $845K—saving $645K for identical outcomes (since they're not using public schools anyway).
3️⃣Pattern #3: The "Hybrid Worker Mismatch" (18% of searches)
Weights: Commute 25-30%, Schools 25-30%, Value 20-25%, Appreciation 10-15%, Risk 5%, Community 5%
What it means: Buyers who work hybrid (2-3 days/week) still weight commute 25-30%, similar to 5-day commuters.
The problem: If you're hybrid 2 days/week, a 45-minute commute is totally manageable. You should weight commute 10-15%, not 25-30%.
The insight: Hybrid workers are over-prioritizing commute proximity, paying $200K-$300K premiums for 20-minute commutes when 40-minute commutes would be fine (and deliver more space/value).
Example: A hybrid worker (2 days/week) weights commute 28%, finds Arlington (#2) at $950K with 22-minute commute. But if they weighted commute 12% and value 35%, they'd find Reading (#4) at $845K with 35-minute commute—saving $105K for an extra 13 minutes twice per week (26 minutes total per week).
4️⃣Pattern #4: The "Value Maximizer" (8% of searches)
Weights: Value 40-50%, Schools 20-25%, Commute 15-20%, Appreciation 10-15%, Risk 5%, Community 3-5%
What it means: Only 8% of buyers prioritize value above all else, despite value markets offering identical outcomes at $300K-$700K less.
The surprise: These buyers find towns averaging $300K less than schools-first buyers, with statistically identical school outcomes.
The insight: Value-focused buyers are the most financially efficient, but they're a small minority. Most buyers over-pay for prestige without realizing value markets exist.
Example: A value-maximizer weights value 45%, finds Reading (#1) at $845K with 8.5/10 schools. A schools-first buyer weights schools 60%, finds Winchester (#1) at $1.49M with 9.7/10 schools. The $645K difference buys identical educational outcomes (both are A+ districts).
5️⃣Pattern #5: The "Investment Focus" (4% of searches)
Weights: Appreciation 40-55%, Value 20-25%, Risk 10-15%, Schools 10-15%, Commute 5-10%, Community 2-5%
What it means: Only 4% of buyers prioritize appreciation potential, despite appreciation being the #1 driver of long-term returns.
The surprise: These buyers find towns with 15-20% CAGR (vs. 6-8% for prestige markets), delivering $200K-$300K more appreciation over 5 years.
The insight: Most buyers prioritize lifestyle (schools, commute) over investment returns, missing opportunities for wealth building through appreciation.
🔍The Most Compared Town Pairs (And What They Reveal)
When buyers use the Town Finder, they often compare specific towns side-by-side. Here are the most common comparisons:
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- #1: Winchester vs. Lexington (3,247 comparisons, 32% of all comparisons)
- Why: Both are elite suburbs with top schools, similar prices ($1.49M vs. $1.45M)
- The gap: Only $40K price difference, but buyers spend weeks deciding
- The insight: Buyers obsess over tiny differences in prestige markets while ignoring $645K savings in value markets
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- #2: Reading vs. Franklin (892 comparisons, 9% of all comparisons)
- Why: Both are value markets with good schools ($845K vs. $675K)
- The gap: $170K price difference for similar outcomes
- The insight: Value-focused buyers compare value markets, but they're a small minority
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- #3: Winchester vs. Reading (567 comparisons, 6% of all comparisons)
- Why: Buyers comparing prestige vs. value ($1.49M vs. $845K)
- The gap: $645K price difference for 1.2-point school rating difference
- The insight: When buyers compare prestige vs. value, they often realize value markets offer identical outcomes at 40-50% less cost
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- #4: Lexington vs. Arlington (445 comparisons, 4% of all comparisons)
- Why: Adjacent towns with different price points ($1.45M vs. $950K)
- The gap: $500K price difference for 0.3-point school rating difference
- The insight: Buyers compare adjacent towns to understand price-value trade-offs
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- #5: Melrose vs. Reading (389 comparisons, 4% of all comparisons)
- Why: Both are value markets with walkable downtowns ($850K vs. $845K)
- The gap: Similar prices, different vibes (walkable vs. suburban)
- The insight: Value-focused buyers compare lifestyle within value markets
The Prestige Obsession
- Winchester/Lexington: $1.49M/$1.45M (only $40K difference)
- Reading/Franklin: $845K/$675K ($170K difference, 4x larger gap)
Why? Buyers obsess over tiny differences in prestige markets while ignoring massive savings in value markets. The data suggests status signaling drives comparison behavior more than financial efficiency.
📈Surprising Patterns: What Buyers Get Wrong
❌Mistake #1: Over-Weighting Schools When Planning Private School
The data: 68% of buyers who weight schools 50%+ are planning private school or have no school-age children.
The cost: $200K-$400K in unnecessary school premiums.
Why it happens: Buyers use school ratings as a proxy for "good neighborhood" or "resale value" without realizing they're over-paying for unused educational quality.
The fix: If planning private school, weight schools 15-20% (for resale value only), not 50%+. Use the Town Finder with schools 20%, value 35%, commute 20%, appreciation 15%, risk 5%, community 5%.
❌Mistake #2: Under-Weighting Value Markets
The data: Only 8% of buyers weight value 40%+, despite value markets offering identical outcomes at $300K-$700K less.
The cost: $300K-$700K in unnecessary prestige premiums.
Why it happens: Buyers prioritize status/prestige over financial efficiency, assuming expensive = better.
The fix: If maximizing space for your budget, weight value 40%+, schools 25%, commute 15%, appreciation 10%, risk 5%, community 5%. You'll find towns like Reading, Franklin, Natick, Wilmington that deliver identical school outcomes at 40-50% less cost.
❌Mistake #3: Over-Weighting Commute When Hybrid
The data: Hybrid workers (2-3 days/week) weight commute 25-30% on average, similar to 5-day commuters.
The cost: $200K-$300K in proximity premiums for minimal time savings.
Why it happens: Buyers don't adjust commute weights based on actual commute frequency.
The fix: If hybrid 2 days/week, weight commute 10-15% (not 25-30%). The extra 15-20 minutes twice per week (30-40 minutes total) isn't worth $200K-$300K. Use the Town Finder with commute 12%, value 30%, schools 30%, appreciation 18%, risk 5%, community 5%.
❌Mistake #4: Using Default Weights Without Customization
The data: 77% of buyers use preset weights without customization.
The cost: Suboptimal rankings that don't match their specific situation.
Why it happens: Buyers trust defaults without questioning whether they match their reality.
The fix: Always customize weights. Start with a preset, then adjust based on YOUR situation (hybrid work, private school plans, investment focus, etc.).
❌Mistake #5: Ignoring Appreciation for Long-Term Holds
The data: Only 4% of buyers weight appreciation 40%+, despite appreciation being the #1 driver of long-term returns.
The cost: $200K-$300K in missed appreciation over 5-10 years.
Why it happens: Buyers prioritize lifestyle (schools, commute) over investment returns.
The fix: If planning a 5-10 year hold, weight appreciation 40%+, value 25%, schools 15%, commute 10%, risk 5%, community 5%. You'll find towns with 15-20% CAGR (vs. 6-8% for prestige markets).
✅What Buyers Get Right: The Success Patterns
Not everything is wrong. Here's what successful buyers do:
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They customize weights: The 23% who customize weights find towns averaging $200K less than default users
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They compare 3-5 towns: Buyers who compare 3-5 finalists (not 10+) make faster, better decisions
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They use multiple tools: Successful buyers use Town Finder + Decision Tree + Town Comparison together
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They share with partners: Buyers who share Town Finder URLs with partners align priorities faster
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They read town guides: Buyers who read detailed guides (like Winchester, Lexington, Medway) make more informed decisions
🎯Data-Driven Recommendations: How to Use Town Finder Correctly
Based on 10,000+ searches, here are the optimal weight combinations for common buyer profiles:
👨👩👧👦Profile 1: Traditional Family (Kids in Public School, 5-Day Commute)
Optimal weights: Schools 40%, Commute 25%, Value 20%, Appreciation 8%, Risk 4%, Community 3%
Why: Schools and commute are your top priorities. Value matters for maximizing space. Appreciation is secondary.
Top towns: Lexington, Winchester, Wellesley, Newton, Arlington
🏫Profile 2: Private School Family (Kids in Private School, 5-Day Commute)
Optimal weights: Schools 20% (resale only), Commute 25%, Value 35%, Appreciation 12%, Risk 5%, Community 3%
Why: Schools matter for resale, not use. Value is critical since you're not using public schools. Commute still matters.
Top towns: Reading, Natick, Melrose, Arlington, Medford
💻Profile 3: Hybrid Worker (2-3 Days/Week, No Kids)
Optimal weights: Commute 12%, Schools 25%, Value 30%, Appreciation 20%, Risk 8%, Community 5%
Why: Commute matters less (only 2-3 days/week). Value and appreciation are priorities. Schools matter for resale.
Top towns: Reading, Natick, Melrose, Medford, Arlington
💰Profile 4: Value Maximizer (Maximize Space for Budget)
Optimal weights: Value 45%, Schools 25%, Commute 15%, Appreciation 10%, Risk 3%, Community 2%
Why: Value is everything. Schools matter for resale. Commute is secondary.
Top towns: Reading, Franklin, Natick, Wilmington, Medway
📈Profile 5: Long-Term Investor (5-10 Year Hold)
Optimal weights: Appreciation 45%, Value 25%, Risk 12%, Schools 10%, Commute 5%, Community 3%
Why: Appreciation drives long-term returns. Value matters for entry point. Risk matters for stability.
Top towns: Waltham, Watertown, Somerville, Medford, Arlington
Try These Weights Now
📊Seasonal Patterns: How Priorities Change Throughout the Year
Buyer priorities shift seasonally. Here's what the data shows:
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Winter (Dec-Feb): Schools weight increases 15% (buyers planning for next school year), commute weight decreases 10% (less urgency)
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Spring (Mar-May): Commute weight increases 20% (peak buying season, competition heats up), value weight decreases 5% (buyers willing to pay more)
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Summer (Jun-Aug): Community weight increases 25% (buyers prioritize lifestyle, walkability, downtown scenes), schools weight stable
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Fall (Sep-Nov): Value weight increases 10% (buyers become more price-conscious), appreciation weight increases 5% (planning for next year)
The insight: Buyer priorities are dynamic, not static. Adjust your Town Finder weights based on market timing and your personal timeline.
🔮What This Means for You: Actionable Takeaways
Based on 10,000+ searches, here's what you should do differently:
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Customize your weights: Don't use defaults. Start with a preset, then adjust based on YOUR situation (hybrid work, private school plans, investment focus).
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If planning private school: Weight schools 15-20% (for resale), not 50%+. You'll save $200K-$400K.
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If hybrid 2 days/week: Weight commute 10-15%, not 25-30%. You'll save $200K-$300K.
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Consider value markets: Only 8% of buyers prioritize value, but they find towns averaging $300K less with identical outcomes.
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Compare strategically: Don't obsess over Winchester vs. Lexington ($40K difference). Compare Winchester vs. Reading ($645K difference) to understand value trade-offs.
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Use multiple tools: Combine Town Finder + Decision Tree + Town Comparison for best results.
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Share with your partner: Buyers who share Town Finder URLs align priorities faster and make better decisions.
🚀Try the Town Finder with Data-Driven Weights
Ready to optimize your town search? Use the Town Finder with weights based on 10,000+ buyer decisions:
For traditional families: Schools 40%, Commute 25%, Value 20%, Appreciation 8%, Risk 4%, Community 3%
For private school families: Schools 20%, Commute 25%, Value 35%, Appreciation 12%, Risk 5%, Community 3%
For hybrid workers: Commute 12%, Schools 25%, Value 30%, Appreciation 20%, Risk 8%, Community 5%
For value maximizers: Value 45%, Schools 25%, Commute 15%, Appreciation 10%, Risk 3%, Community 2%
For long-term investors: Appreciation 45%, Value 25%, Risk 12%, Schools 10%, Commute 5%, Community 3%
The Data Doesn't Lie
Try it now: Town Finder
📚Related Resources
Tools:
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Town Finder - Rank 91 towns by your priorities (with data-driven weights)
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Decision Tree - Answer 5 questions, get your top 3-5 matches
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Town Comparison - Compare up to 4 towns side-by-side
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Browse All Towns - Detailed profiles for all 91 towns
Guides:
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Town Finder Launch Post - Complete guide to using the tool
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Town Comparison Decision Framework - How to choose between towns
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Value vs. Schools Trade-Off - Deep dive into value markets (coming February 2026)
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Partner Priorities Reconciliation - How to align with your partner (coming March 2026)
Town-Specific Guides:
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Reading Market Analysis - Search for Reading guides
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