Real Estate Marketing in a Multigenerational Market
As the housing market continues to shift, understanding what drives different generations of buyers and sellers is no longer optional; it’s essential for real estate marketers who want to stay relevant and effective. A 2025 National Association of Realtors report reveals powerful shifts across generations in the U.S. housing market – insights that should directly inform your audience segmentation and marketing strategy.
Across all homebuyers, baby boomers (aged 60 to 78) now constitute the largest segment, comprising 42% of buyers and 53% of sellers. Many of these older buyers prefer to pay in cash (a full half of older boomers did so in the past year), thanks to high equity and minimal reliance on financing. In contrast, millennials make up about 29% of buyers, down sharply from previous years, and tend to depend more on financing or family assistance for down payments.
Generation X (ages 45 to 59) accounts for nearly a quarter of current buyers. They lead in household income, with a median income of around $130,000, and are the most frequent purchasers of multigenerational homes, often balancing the needs of aging parents and grown children under one roof. Meanwhile, Gen Z remains a minority in the market, representing just 3% of buyers and typically entering with lower incomes and single adult status.
First-time buying has hit a record low: only 24% of buyers are entering the market for the first time, compared to 32% just a year ago. Younger millennials continue to lead this group at a striking 71%, while older millennials make up 36% of first-time buyers.
What This Means for Real Estate Marketers
Given the challenges of today’s market, this is a moment to consider how you might create generation-specific opportunities. For baby boomers who are dominating both buying and selling, you might emphasize stability, legacy, and simplicity in your marketing campaigns. Highlight services such as downsizing, estate management, or facilitating cash transactions. Since they are active sellers, content should focus on pricing for speed, decluttering, or staging for a multigenerational transition that resonates.
For millennials, particularly those on the younger end, your messaging should focus on guidance, affordability, and education. Provide tools such as affordability calculators, agent-vetted neighborhood content, and transparent reviews of programs for down payment assistance. Since they still rely heavily on agents and referrals, building trust through testimonials and local social proof is critical.
Gen X buyers seek homes that cater to multiple generations. Marketing to this group should emphasize space, flexibility, and customization options—showcase listings with ADUs, dual living setups, or intergenerational design features. Financial messaging should highlight dual-income benefits and large home options – they expect large, move-up properties.
Gen Z still accounts for a small portion of buyers, but marketers should track them, particularly as single, early-career women. Informational content about co-buying, starter financing strategies, and affordability in emerging markets can help reach this group early and build future awareness.
At its core, the generational nuance reflected in the NAR report highlights why a one-size-fits-all real estate marketing approach is increasingly ineffective. Understanding who’s buying and selling, and why, lets you craft messages that feel relevant, respectful, and trusted.
At ASTRALCOM, we help real estate brands effectively segment and market to generational audiences. From creating tailored buyer profiles and messaging to running ad campaigns built around generational motivations and buyer persona behaviors, we help you connect with the right audience, with the right offer, at the right time.
