Does Your Process Work for Every Generation?

Marketing directors and designers are always paying attention to who is buying because that will have a big effect on how they market and how your product shifts.

As a millennial, I’ve witnessed the conversation over the years be about how to really reach us. Here’s the thing: I’ve always been a little irked when people try to lump any generation or group together to appease and attract.

Sure, my mother doesn’t understand that sometimes I need a little treat in the form of an iced coffee but our decision making on big purchases isn’t something so easily defined.

When I read a few weeks back that boomers had overtaken millennials as the top homebuyers (42% of buyers according to NAR) I wondered how that would effect new home sales and specifically, how marketers are designing their approach.

For Subscribers: Boomers and new homes. What gives? NAR tells us they’re the most likely age group to by new homes¹.

P.S.: We’ve added a new benefit for annual subscribers - beginning in May, 2025 - all annual subscribers to the Scout Substack with be invited to our monthly OSC meetups!

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A Soft Market

I don’t have to remind you about the doom and gloom around us. Yes, markets are softer than they were. No, I don’t think we’ll see 2008/2009 level reactions. That was caused by a mismanaged mortgage market.