How agents can connect with younger homebuyers

Millennial and Gen Z first-time buyers may be scrolling through real estate content, but getting them to stop requires more than posting another listing.

The better approach is to meet younger buyers where they already spend time online and give them useful information about the questions that can make homebuying feel confusing or out of reach, RISMedia reported.

Claudia Larsen, an associate editor at RISMedia, said Instagram and TikTok, particularly short-form video, can be effective ways to reach younger consumers. Videos under a minute can introduce a topic quickly, while longer property tours and deeper explanations can live alongside them.

But the subject matter may matter just as much as the platform.

Instead of relying heavily on property promotion, Larsen recommends content that explains how buying a home actually works. That could include clearing up misconceptions about down payments, explaining different loan options, comparing what a monthly mortgage payment could buy in different areas or breaking down expenses such as closing costs and homeowners insurance.

“Millennials and Gen Zers don’t want typical advertising; they want the truth,” Larsen writes.

That creates an opportunity for real estate professionals to make their knowledge the centerpiece of their marketing. A quick video explaining whether buyers really need 20% down, for example, could be more useful to someone considering homeownership than a steady stream of listing photos.

The goal is not simply to collect views. Useful, straightforward information can help an agent become someone a future buyer turns to when they are ready to take the next step.

As Larsen puts it, younger buyers may begin to see an agent who explains the process clearly as “a thoughtful guide that they trust to lead them through the housing process.”

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