Baby Boomers Are Back on Top—And They’re Looking for Real Estate Pros Who Understand Them

By Melissa Dittmann Tracey

Adults aged 60 to 78 are navigating today’s housing market with seemingly more ease than any other generation—and they’re relying on you to help them make it happen.

“In a plot twist, baby boomers have overtaken millennials—the largest U.S. population—to become the top generation of home buyers,” says Jessica Lautz, deputy chief economist at the National Association of REALTORS®.

Baby boomers reclaimed their spot as the largest share of both buyers (42%) and sellers (53%) in today’s housing market, according to NAR’s 2025 Home Buyers and Sellers Generational Trends Report. It’s a noticeable shift that could have some implications for how agents position themselves in the current landscape.

Equity-Rich, Cash-Ready and Motivated

Boomers are motivated by lifestyle changes like downsizing, retiring or relocating to be in closer proximity to family. Many are buying with cash—bypassing high mortgage rates entirely. In fact, nearly half of older baby boomers (70 to 78 years old) and 40% of younger boomers (60-69 years old) are making all-cash purchases.

This generation is in a strong financial position. They’ve stayed in their homes longer—a median of 16 years for those aged 70–78. That’s allowed them to benefit from the 47% rise in home prices over the past five years. That equity could give them a competitive edge. They’re able to avoid the financial sacrifices younger buyers are having to make, like picking up side gigs or delaying major life plans.

How Agents Can Add Value

While baby boomers may be confident in their buying power, they still rely heavily on real estate professionals for guidance. Just like other generations, baby boomer buyers and sellers consistently rank real estate agents as their top resource.

Here’s what this group expects from their agent:

• Help finding the right property (especially one that fits new lifestyle priorities)
• Assistance with pricing and negotiating terms
• Guidance through paperwork and the transaction process
• Expertise in marketing and positioning their current home for sale

For sellers, boomers are looking for pros who can help them sell within a specific timeframe, price their home competitively and recommend updates that will boost resale value.

Tailoring Your Approach

To stay competitive, real estate pros should keep a tight pulse to understand not just who’s active in the market—but why they’re buying and selling. Baby boomers are looking for agents who can build trust and communicate clearly in delivering them a high-touch, personalized experience that speaks to their unique needs. For example, nearly one in five buyers over 60 are choosing senior-focused housing and may be looking for agents who understand the nuances of such communities. Also, baby boomers may be looking for agents who can help them find properties—or outfit them, at least—with accessible design features that would allow them to more easily age in place.

Some agents are pursuing extra designations to stay ahead of the curve. For example, the Seniors Real Estate Specialist, or SRES®, may help agents better meet the needs of aging adults when selling, buying or relocating to address their residential or investment property needs.

So as baby boomers dominate the housing market once again, they’re coming with equity, motivation and confidence. But they’re still looking for a trusted real estate professional who can step in and show them value—and who can help them make their next move with ease.

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