The digital transformation of real estate isn’t coming—it’s here. According to the latest NAR Generational Trends Report, while real estate agents remain the top resource for all generations, the way clients discover, research, and engage with agents has fundamentally shifted online. Understanding these generational differences isn’t just insightful—it’s essential for building a thriving digital real estate business.
The Digital Reality: Every Generation is Online
Real estate agents and brokers remain the top home buying and selling resource for all generations. While the internet is being utilized throughout the home search, buyers continue to need the help of a real estate professional to help them find the right home, negotiate terms of sale, and help with price negotiations.
This data reveals a crucial opportunity: clients are already searching online, but they still need your expertise. The question isn’t whether to build an online presence—it’s how to position yourself as the go-to agent when they’re ready to connect with a professional.
Generation Z (Ages 18-25): Digital Natives with Limited Resources
This year, the share of Gen Z buyers and sellers aged 18 to 25 made up just 3% of buyers and 2% of sellers. They are entering homeownership with the lowest household incomes, and they are unlikely to be married yet or to have children under the age of 18 in their home.
Online Strategy for Gen Z:
- Platform Focus: TikTok, Instagram, and YouTube Shorts
- Content Type: First-time buyer education, affordability tips, and market entry strategies
- Messaging: Budget-friendly options, government programs, and realistic expectations
- Website Features: Mobile-first design, quick mortgage calculators, and down payment assistance program information
Millennials (Ages 26-44): The Digital Majority
Millennial buyers 26 to 34 years (younger millennials) and buyers 35 to 44 years (older millennials) make up 29% of recent home buyers; older millennials at 17%, and younger millennials at 12% of the share of home buyers.
This generation represents your largest online opportunity, with significant differences between younger and older millennials.
Younger Millennials (26-34): 71% of younger millennials were first-time home buyers. Younger millennials are the most educated group, with 78% holding at least a bachelor’s degree or higher. 25% of younger millennials moved directly from a family member’s home before buying.
Online Strategy:
- Platform Focus: Instagram, Facebook, LinkedIn, and Google search
- Content Type: First-time buyer guides, student loan navigation, and career-focused location advice
- Website Features: Comprehensive buyer education resources, commute time calculators, and school district information
- SEO Focus: “First-time buyer + [your city],” “homes near [major employers],” and “affordable neighborhoods”
Older Millennials (35-44): 66% of older millennials were married couples, while younger millennials had the highest share of unmarried couples (13%) buying homes.
Online Strategy:
- Content Type: Family-focused neighborhood guides, school districts, and move-up buyer content
- Website Features: Family lifestyle content, school ratings integration, and community amenities
- Social Media: Family-oriented content on Facebook and Instagram
Generation X (Ages 45-59): High-Income Power Buyers
Buyers 45 to 59 (Gen Xers) represented 24% of recent home buyers. This group had the highest-earning home buyers, with a median income of $130,000 in 2023.
Online Strategy for Gen X:
- Platform Focus: Facebook, LinkedIn, and Google search
- Content Type: Luxury market insights, investment property information, and multigenerational housing options
- Website Features: Advanced search filters, market analytics, and investment calculators
- SEO Focus: “Luxury homes,” “investment properties,” and “multigenerational housing”
Gen X buyers were the most likely to purchase a multi-generational home at 21% and were the most likely to purchase with the desire for a home in a better area.
Baby Boomers (Ages 60-78): The Overlooked Online Market
Many agents assume boomers aren’t online, but that’s a costly mistake. Buyers aged 60 to 69 represented 26% of recent buyers and buyers aged 70 to 78 represented of 16% of recent buyers.
Online Strategy for Boomers:
- Platform Focus: Facebook and email marketing
- Content Type: Downsizing guides, retirement community information, and proximity to healthcare and family
- Website Features: Large fonts, simple navigation, and clear contact information
- Messaging: Focus on lifestyle changes, proximity to amenities, and ease of maintenance
Baby boomers purchased for an array of reasons, primarily the desire to be closer to friends and family, due to retirement, and the desire for a smaller home.
Building Your Online Lead Generation System
Content Strategy by Generation
Educational Content Works Across All Ages Every generation values expertise, but they consume it differently:
- Gen Z/Younger Millennials: Quick tips, infographics, and video content
- Older Millennials/Gen X: In-depth guides, market reports, and comparison tools
- Boomers: Clear, comprehensive articles and personal stories
Website Optimization Essentials
Mobile-First Design Agents remain the most used information source in the home search, followed by mobile or tablet search devices.
Your website must work flawlessly on mobile devices. Consider these generation-specific features:
- All Generations: Fast loading speeds, easy navigation, clear contact information
- Younger Demographics: Instagram-style photo galleries, video tours, virtual staging
- Older Demographics: Larger text, simplified menus, prominent phone numbers
Local SEO Strategy
Each generation searches differently:
- Gen Z/Millennials: “Best neighborhoods for young professionals in [city]”
- Gen X: “Top school districts in [area]” or “Luxury homes near [location]”
- Boomers: “Active adult communities in [region]” or “Homes near [hospital/amenities]”
Social Media to Website Funnel
The key insight from our Reddit discussion applies here: social media drives awareness, but your website converts leads. Create a content funnel:
- Social Media Hook: Share market insights, home tips, or neighborhood highlights
- Website Deep Dive: “Read the full market report on our website”
- Lead Capture: Offer detailed guides, market reports, or home valuations in exchange for contact information
Financial Considerations by Generation
33% of younger millennials received down payment help in the form of a gift or a loan from a friend or relative. 43% of younger millennials reported having student loan debt with a median loan balance of $30,000, compared to 29% of older millennials with a median of $35,000.
Content Opportunities:
- Millennials: Down payment assistance programs, student loan impact on mortgages, first-time buyer incentives
- Gen X: Investment property financing, jumbo loan options, equity strategies
- Boomers: Cash purchase strategies, bridge loans, downsizing financial planning
Measuring Your Online Success
Track these metrics by generation:
Engagement Metrics:
- Website time on page by age demographic
- Social media engagement rates by platform
- Email open rates by generation
Conversion Metrics:
- Lead generation by source and age group
- Website form completion rates
- Phone call vs. form submission preferences
Business Metrics:
- Closing ratio by generation
- Average transaction value by age group
- Time from online lead to closing
The Winning Online Strategy
The most successful agents understand that building an online real estate business isn’t about choosing between generations—it’s about creating content and systems that serve all of them effectively. Real estate agents and brokers remain the top home buying and selling resource for all generations.
Your online presence should position you as the trusted expert who understands each generation’s unique needs, whether that’s helping a Gen Z buyer navigate their first purchase or assisting Baby Boomers in finding the perfect retirement community.
Start with one generation that represents your largest opportunity, build systems that work, then expand to serve others. The agents who master this generation-specific online approach won’t just survive the digital transformation—they’ll dominate their markets.
The data is clear: every generation is online, and every generation still wants to work with a knowledgeable agent. The question is whether you’ll be the agent they find when they’re searching.