Is it possible to create a real estate marketing campaign that will work for both a first-time twenty-something buyer and a retiring couple? Unlikely. That’s why tailoring ads to resonate with your target audience’s generation is key to success in property sales. So, what should you keep in mind when it comes to generational marketing for real estate?
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#1. Baby Boomers
Baby Boomers, born between 1946 and 1964, represent a generation that values stability, comfort, and tradition. According to 2023 statistics, younger Boomers aged 58 to 67 comprise 23% of recent home buyers. So, it’s not a demographic you want to leave out.
Most Baby Boomers have now reached retirement age. So, when they are looking into real estate, it’s likely they are going to spend a lot of time at their new home, and want to make sure it’ll suit them perfectly. They won’t compromise on their wants and needs.
Generational Marketing for Boomers: What Do They Value in Real Estate?
- Single-level living and accessibility. As Boomers age, real estate with accessibility features, or at least fewer stairs, becomes more appealing due to safety and comfort considerations.
- Proximity to amenities. Older people often prefer locations near shopping and recreational facilities. However, they tend to avoid bustling city centers in favor of quieter neighborhoods or suburbs.
- Downsizing options. Many are looking to downsize from larger homes to more manageable properties to free themselves from the burden of maintenance.
- Comfortable and stress-free living, as well as the community’s safety and sense of belonging, are Boomers’ main priorities.
Generational Marketing for Boomers: How to Win Their Attention?
- Use traditional marketing channels, such as newspapers and direct mail. Baby Boomers tend to engage with these methods.
- In digital marketing, focus on Facebook. Make sure your FB business page is complete and targets the older age group.
- Lean into a more formal tone of voice. Boomers are likely to respond better to a “Click here to learn more” CTA than a “Check it out!” one.
- Avoid overemphasizing any technological features. While most Boomers are taking some advantage of modern technologies, they are not as attuned to them as the younger generations.
#2. Generation X
Gen X, born between 1965 and 1980, are known for their independence and ability to achieve a work-life balance. Right now they are in their peak earning years and have the highest income.
Generational Marketing for Gen X: What Do They Value in Real Estate?
- Family-friendly homes, suitable for more than one generation living together.
- Proximity to quality schools. Many Gen Xers are parents of young kids and teenagers, so they are most likely to move in search of better education options for their children.
- Energy-efficiency. It’s recommended to highlight properties with eco-friendly features and reduced utility costs, as Gen Xers value that in their homes.
Generational Marketing for Gen X: How to Win Their Attention?
- Use social media marketing and make the most of online listings with virtual 3D tours.
- Emphasize the property’s potential for creating lasting family memories. Mention opportunities for family-oriented activities, for example, nearby parks or playgrounds.
- Highlight any home office spaces for remote work opportunities.
- Avoid aggressive and pushy sales tactics.
- You can find this generation on Facebook and Instagram. Here, long and informative videos are the format they respond to well. They are also likely to share the information they find useful. So, do not hesitate to post helpful tips and ideas for homebuyers.
- Gen X is comfortable with emails. Among other generations, they respond best to email marketing. So, they are quite likely to open your letter if they are familiar with your company or see something of value offered in the subject headline.
Millennials, born between 1981 and the early 2000s, are a tech-savvy and socially-conscious generation. In recent years, they have become the most targeted by generational marketing for real estate. That’s because right now, Millennials are coming into their prime earning years and are likely to look for better housing opportunities.
Generational Marketing for Millennials: What Do They Value in Real Estate?
- Smaller, multi-functional apartments and modern houses.
- Sustainable and eco-friendly properties.
- Walkable neighborhoods. Proximity to public transportation, shops, and entertainment venues is essential for this group.
- Smart home technology.
Generational Marketing for Millennials: How to Win Their Attention?
- With this group, when it comes to generational marketing for real estate, digital channels shine. Use social media, digital advertising, and influencer marketing.
- You would find Millennials on every platform. However, that doesn’t mean you have to be everywhere as well. Focus on your specific target audience. For example, for first-time, career-focused buyers you’ll go on Instagram or Linkedin. And to target young families, use Instagram and Facebook.
- Don’t rely on purely informational content. Emotional engagements, Instagram-worthy photos and renders, and a bit of humor are the ways to go.
- Millennials are very attuned to reviews. So, make sure your Google Business Page and any other review platform works for you and not against you.
- You’ll have to try extra hard to make your emails eye-catchy. Otherwise, Millennials might dismiss them outright.
#4. Generation Z
Gen Z, born between 1997 and 2012, is the newest generation of homebuyers entering the market. In 2023, they are making only 4% of house buyers in the US. But this number is bound to grow year by year. So, when doing generational marketing for real estate, you should keep up with them.
Generational Marketing for Gen Z: What Do They Value in Real Estate?
- Technology-integrated properties. As Zoomers are the first fully digital generation, they seek real estate equipped with the latest tech advancements.
- Flexible living spaces. You should highlight real estate that offers adaptable spaces for remote work and creative pursuits.
- Affordability and value. These buyers are often cost-conscious and seek real estate with long-term investment potential.
Generational Marketing for Gen Z: How to Win Their Attention?
- Engage Zoomers through social media platforms like TikTok, Snapchat, and Instagram. Provide visually appealing and concise content.
- Emphasize the proximity to trendy neighborhoods and popular hotspots.
- Highlight smart home features and sustainable elements that align with the forward-thinking mindset of Gen Z. Ignoring those aspects can deter environmentally-conscious and tech-reliant zoomers.
Understanding the unique needs of different age groups is crucial for effective generational marketing for real estate. Tailoring your advertisements to appeal to each group increases the likelihood of successful sales. It also fosters lasting connections with buyers across the generational spectrum. Hopefully, this article gave you some useful tips on the matter!
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Content Writer, Copywriter
Stacey is a content writer and a CG artist. Outside of work, Stacey enjoys musicals, Star Wars, and art talk. A proud Corgi parent.