November 2022

7 tips for working well with boomers

In these unprecedented times, if you're looking to add some boom to your business, that just might mean working with baby boomers.

There are currently more than 71Footnote1 million boomers in the U.S., and they're the largest group of homeowners by generation. Many are looking to move closer to family or friends, downsize, relocate to a better area or nicer clime, purchase a larger house for multigenerational living, or finally settle in to their dream home.

Boomers don't consider themselves old

While the youngest boomers will have turned 58 this year and the oldest 76, they remain young at heart. For many, the historic events of the '50s and '60s are their touchstones.

They do not want to be thought of as senior citizens, out to pasture, elderly or old. It's probably best to not refer to their age at all unless your boomer client does so first. The slightest hint of ageism, and they well might look for another agent.

They rely on the internet and social media

Over the years, boomers have adapted to the quickening pace of the Information Age. Boomers text, email and surf the web with confidence and ease. They gravitate more toward traditional social media platforms, like Facebook, YouTube and Pinterest. You can use Facebook, for instance, to connect with them while they're connecting with family and friends.

Your website, as long as it's inviting, respectful and easy to navigate, should speak directly to this generation.

Baby boomers value human connections

Most boomers look back with fondness on their formative years. As children, they actually played together in person with their friends. Keep in mind that personal computers, smart phones and cable TV didn't exist in their youth.

More than anything, boomers valued —and still value — authentic human connections. They will look you in the eye. Listen. And prefer to meet in person. Some will shake your hand, pat you on the back or offer up a hug.

They want an agent who's attentive, but also one who shares their expertise and offers valuable advice. In this era of technological separation, boomers marvel at receiving excellent and sincere personal service.

Buyers and sellers

Nearly 78%Footnote1 of this demographic already owns a home, and many will be looking to move. In 2021, boomers accounted for 42% of homes sold and 29% of homes bought.Footnote2 Working with boomers often means helping your clients sell their homes and purchase new ones.

Referrals, loyalty and expectations

Establishing a trustworthy relationship with boomers can result in productive leads. If you help them find the right next home, there's good reason to believe that their friends, family and colleagues will hear about it.

Their expectations are high: What they expect from themselves, they'll expect from you. If you deliver, you could be referred as a trusted agent to other boomers.

They're looking toward the future

It might surprise younger generations that most boomers are forward-thinking. Many are focused on helping their children and grandchildren thrive. Others are looking to fulfill their own dreams as they enter a new phase with fewer constraints and greater opportunity.

A lot of boomers aren't fully satisfied with their current homes and are looking for a change. That means different things to different clients, but it translates into significant opportunities for you.

Generating leads

There are many ways to reach out to boomers. You can tailor your website and social media. Use traditional marketing, such as strategically placed print ads, direct mail and signage that tap into their varied interests. And don't forget to ask for a referral.

Millions of boomers have the funds, know-how and desire to change addresses. They truly seek to connect with a competent and compatible agent of any age. Due to their acquired wisdom, they have a better sense of who they are and will know they've found just the right house when you show it.

A note from your lending specialist

I know how to cater to the baby boomer generation too. I look forward to working with you and your more experienced clients in the years to come.

1 U.S. Millennials: Home Ownership And The Growing Chasm Between Aspiration And Reality, Forbes, Nigel Wilson, August 18, 2021. Accessed September 2022.

2 2022 Home Buyers and Sellers Generational Trends Report National Association of REALTORS® Research Group, March 23, 2022. Accessed August 2022.


MAP5008270 | 10/2022

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