Grab some Gen X Home Seller Leads

They earn the most money of all generations. They spend it, too, so much so that they purchased almost one-third of all homes sold last year. That’s right – we’re talking about Gen X seller leads.

The approximately 46 million members of Generation X are selling and buying homes, and if you aren’t marketing to this group, consider making 2019 the year you dive in.

And, to make it easier on you, we’ve done the heavy-lifting (research) to help you generate real estate leads from this cohort.

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Why are Gen X seller leads opening their wallets?

The recession was brutal on Generation X (age 43 to 54 in 2019). A 2012 Census report found that, between 2005 and 2010, they lost nearly 60 percent of “median household net worth,” according to Blaire Briody at BusinessInsider.com.

It was, according to Briody, “the largest drop of all age groups.” The good news is that they’ve fought their way back and, with the improving economy and the rebound of home values (and their equity), they’re ready to move.

“More Gen X sellers are expected this year and are definitely needed to ease the inventory shortages in much of the country,” according to Troy McMullen at Forbes.com

The fact is, inventory shortages may be a thing of the past in 2019, which will prod those Gen X seller leads off the fence and into the move-up real estate market.

 

What are Gen X seller leads looking for in their next home?

“The oldest Gen Xers have just gotten their AARP cards,” claims Gabriel Garcia at CNBC.com.

Actually, Gabe, the oldest obtained their cards four years ago. If that isn’t enough to make a baby boomer feel ancient, nothing is.

Yet, there is a large group within this generation with kids still living in the home. These younger Gen Xers crave time with family above everything else and that shows in their preferences when searching for a home.

• 72% want single-family homes, according to a National Association of Home Builders (NAHB) survey.
• Nearly half want a single-story home.
• They prefer three or four bedrooms.
• The NAHB survey shows that the average Gen X homebuyer wants 2,315 square feet of living space.
• They want to live in the suburbs.
• The three most-wanted features include a laundry room, Energy Star® rated appliances and exterior lighting.
• Gen X’s three most “unwanted features” include elevator, golf course, pet-washing station.
• Nearly 90 percent of Gen X new-home buyers want extra storage space of some kind (in the garage, for instance), according to Mary Salmonsen at com.
• The neighborhood’s characteristics are less important than the home’s features.

Be aware that these survey results are a couple of years old, but we believe they still hold true.

 

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How to reach Gen Xers

Gen Xers may just reach out to you, since 96 percent of them used the internet during their home search, according to a NAR report.

Since half of them purchased a home that they found online, it’s a safe bet they’re visiting real estate portals. But, in case they’re also visiting agent websites, you’ll want to ensure yours is up to snuff.

Gen X is a skeptical bunch, according to the National Federation of Independent Business. They want proof of your value.

This means placing testimonials front and center on your website. Make sure that your best one is above the fold on your site. Learn more about the value of social proof for real estate agents here.

Your other digital marketing efforts need to offer social proof as well

“Social consciousness is another priority for this generation,” according to Karen Sams at NFIB.com. If you don’t have a program that helps you give back to your community, maybe now, during the slow season, is a good time to institute one.

Then, hit your efforts hard on social media and in your blog posts

Don’t have a cause you’re passionate about? Dive into Charity Navigator and see what strikes your interest. You’ll find a list of their 10 most-followed causes here.

Reach out to Gen Xers on social media, particularly Facebook, where 88 percent check in with Facebook at least once a day.

Consider running some fun Facebook contests geared toward Gen X that will urge them to share your posts and link back to a landing page.

You can find an example of a Facebook photo contest here. Use Gen X themes, such as family, kids, nostalgia and social causes. Below that you’ll find an Instagram contest suggestion which, unless you like wasting your time, you should ignore.

Only about 12 percent of U.S. Instagram users are members of Gen X, according to Statista (as of November 2018).

The Wrap-Up

Real estate agents talk a good game when it comes to their claim of wanting to stand out among everyone else.

Yet, the vast majority are generalists. How does that make them different?

Choosing a niche allows you to become the giant fish in a small pond and it’s a proven pathway to success.

If what the experts are saying is true, 2019 is shaping up to be perfect for Generation X real estate consumers. It’s a niche that is wide open – and one you can’t afford to ignore. 

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Generate more leads with this one easy-to-use tip!

Want to target Gen X seller leads on Facebook without relying on built-in ad targeting? Here’s how: