Retiree Buyers Are Changing the Market — What Realtors Should Know

A quiet revolution is underway in the real estate industry: retirees and older adults are becoming a driving force behind home sales. According to recent data from the NAR, the overall median age of homebuyers reached a record high of 56 in 2024, up from 49 in 2023, and repeat buyers are now averaging around 61 years old. That’s a shift worth paying attention to.

Why Aging-in-Place Is More Than a Trend

Most retirees today aren’t looking to move far from home. Over 75% say they plan to age in place, choosing to remain in familiar neighborhoods close to family, friends, and community connections. But aging in place requires thoughtful design choices and lifestyle-friendly features.

Details like zero-threshold showers, wider doorways, lever-style handles, grab bars, and smart lighting are more than convenience upgrades. These are essential features that support safety, comfort, and independence. MarketWatch recently described them as critical elements for aging homeowners, not optional extras. Understanding and highlighting these design features can help realtors connect more meaningfully with this demographic.

What This Means for You on the Ground

If you're a solo agent or part of a small team, your day is already full. Between staging, marketing, inspections, and managing client calls, it can be hard to add anything new. But working with retiree buyers doesn’t have to increase your workload; it may help you work more strategically.

Try tailoring your listing descriptions to highlight features that support accessibility and ease of living. You can also strengthen your community presence by co-hosting events with senior living experts, such as downsizing workshops or smart home demos. These efforts position you as a trusted, informed guide. And during showings, take time to truly listen. When retirees feel heard and respected, that connection builds long-term trust and referrals.

Adapting Your Message for 60+ Buyers

Marketing to retirees means using language that is respectful, relevant, and empowering. Avoid outdated or impersonal terms like “elderly.” Instead, opt for more thoughtful language such as:

• Older adults

• Retirees

• 60+ homebuyers

• Mature homeowners

• Active adults

  
  

Beyond language, your content should address the real priorities and concerns of this group. Consider sharing helpful information about:

• Financing options, including reverse mortgage tips

• Aging-in-place upgrades and renovation ideas

• Local healthcare access and community support services

• How to balance comfort, safety, and personal style in a new home

Don’t overlook the importance of social media. Facebook continues to be one of the most effective platforms for reaching this audience. Strategic, well-targeted posts or ads can introduce your listings, promote webinars or events, or offer downloadable resources. These efforts help build familiarity and trust long before the first conversation takes place.

Making It Work in Your Market

Retiree buyers often look for very specific features that enhance comfort and convenience. Consider emphasizing these selling points in your listings:

• Single-level living with minimal or no steps at the entrance

• Stylish, safe bathrooms with walk-in showers, bench seating, or non-slip floors

• Smart home automation that controls lighting, temperature, and locks with ease

• Community amenities like parks, fitness centers, walking trails, and social clubs

  
  

By highlighting these details, you’re not just checking boxes—you’re showing that you understand their values and priorities. That personal touch can set you apart.

Ready to Maximize Your Impact?

The retiree market is growing fast, and agents who truly understand what this generation values have a unique opportunity to lead. Keep learning, stay connected with your community, and focus your message on what matters most to these buyers: comfort, independence, and trust.

You’re already great at helping clients find the right home. By adapting your strategy for older adults, you’ll stand out, build stronger relationships, and create a long-lasting impact in your market.