The Niche Sellers You Can’t Afford to Ignore – DEV
Buffini Coaching LIVE is a free, virtual event that will give you the strategies, tools, and confidence to own 2026 from day one. On Jan. 22 Brian Buffini will be joined by industry thought leaders who will share tactics to help you create the breakthroughs, habits and mindset to win. Learn more here.
For nearly 20 years, Brian Buffini has delivered his Bold Predictions on the state of the real estate market and the industry as a whole. At the recent Buffini Coaching Live event on Dec. 3, he unveiled his outlook for what lies ahead in 2026.
One key takeaway he shared was the importance of agents not ignoring an important group of potential sellers — those ages 60 and over.
For many in this niche, owning a home has been a significant part of their lives. It’s where they raised their families, set down roots, and increased their overall financial security.
In fact, the majority of homeowners have nearly $307,000 of equity in their homes. And just over 46% are considered equity-rich, which means they owe less than 50% on their mortgages.
But as the circumstances of their lives change, so do their housing needs. And as Brian said, that’s where you, as a trusted real estate professional, can come in.
The Pull of Family
According to the National Association of REALTORS®, the number one reason those in this age group decide to sell is to move closer to family (especially grandchildren) and friends.
Over the last year, 50% of these sellers purchased a newer home, while 17% bought a bigger one to accommodate multiple generations of their family. Sixty-six percent stayed in the same state, with another 15% staying in the same region.
Reach These Sellers with Marketing Tailored to Them
There’s no doubt that social media continues to be an important marketing tool. While many think the older generations are not online that much, the data shows otherwise. According to a recent Pew Research study, those ages 50–64 primarily use YouTube (85%), Facebook (74%), Instagram (40%), and TikTok (30%). Other platforms are used at much lower rates. Those who are 65+ use the same four platforms at 64%, 57%, 19%, and 12%, respectively.
For real estate professionals who want to tap into this important market, it makes sense to create content for the platforms where this niche group already is.
It’s important not to discount the value of traditional mail either. The average American household receives only 15–16 pieces of mail each week, with most of that being bills, solicitations, or advertisements. That leaves a lot of room for well-designed and informative pieces (such as Buffini’s monthly marketing kit) that will really help you stand out.
Four Best Practices
No matter how you communicate with your clients, it’s vital you follow these principles:
- If you share information such as data or stats, be sure you can back them up. Don’t contribute to the clickbait noise.
Throughout the year, Brian shares well-researched information and statistics you can trust at live events, in media interviews, on social media and on his own popular podcast, It’s a Good Life. Not only will he tell you the real truth that click baiters don’t; he’ll also share tested strategies to help you win, no matter how the market is performing. (Visit our website to learn more about Buffini events to be held in 2026.)
- Know your audience. Taking the time to send them a mailing or a video that appeals to them and their interests will go far.
- Personalize as much as possible. It’s fine to send the same flyer to a segment of your database, but add a personal message (or even better, include a personal note) with it. (Brian has often said that personal notes helped him grow his business more than any other activity he did!)
- Follow up. That could mean a phone call, a personalized text, or a small gift that relates to your mailing.
In 2026, it’s predicted that there will be 240,000 fewer agents working, yet 14% more homes being sold. And many of those will be current homeowners eager to finally sell. After all, grandbabies don’t stay babies forever!
Be sure to follow Buffini on our website and social media platforms for data, trends, and other strategies that will help position you as a trusted professional!
