The New Normal: Why Today’s Homebuyer Is Older—and How to Win Their Listings

Why Focus on Downsizers?

Downsizers are typically older homeowners whose large homes no longer suit their current lifestyle. Whether the kids have moved out, the property is too difficult to maintain, or taxes and costs have risen, these owners often look to transition into smaller, easier-to-manage homes.

This segment of sellers is growing – Americans are buying homes later in life than ever. In fact, the median age of all homebuyers hit a record high of 56 in 2024 (up from 49 just a year prior), and first-time buyers reached 38, also an all-time high. This trend is driven by factors like rising home prices, high interest rates, student debt, and slower income growth, which have delayed younger buyers entering the market (source).

As a result, a larger share of homeowners today are older adults who may be thinking about downsizing. Baby Boomers now account for 53% of home sellers – by far the largest of any generation – and the oldest sellers are most likely to downsize to smaller homes when they move (source).

Why Seniors Are a High-Potential Market

• Smaller homes, bigger needs: Seniors want to move into homes that are more accessible and easier to maintain. They often need an agent’s help to prepare and sell their current home.

• High equity: Baby Boomers collectively hold about half of the nation’s home equity – over $17 trillion (source). Many have owned their homes for decades and stand to profit substantially from a sale.

• Fixed income pressures: Retirees are feeling the squeeze from rising property taxes, insurance, and maintenance costs. Downsizing can offer financial relief.

• Phone-friendly: Seniors are more likely to answer cold calls than younger prospects who rely on texts and email.

How to Find Downsizer Leads

The first step in connecting with this audience is getting access to quality lead data. That’s where The Share Group stands out. We provide highly accurate downsizer seller lead lists with verified phone numbers and contact info – so you can focus your time on converting, not chasing.

Even better, we offer custom lead targeting based on specific criteria—including age range. This means you can request a lead list filtered to homeowners who fall within the prime downsizing demographic (such as ages 55+, 60+, or whatever best fits your market). Whether you're targeting older empty nesters or retirees in high-equity neighborhoods, The Share Group can build a list that aligns precisely with your goals.

Cold Call Script for Downsizer Outreach

Once you have your downsizer leads, a compassionate, clear approach is key.

Here's a tailored cold call script:

Agent: “Hi, is this [Homeowner’s Name]?”

Homeowner: “Yes, it is. Who’s calling?”

Agent: “Hi, [Homeowner’s Name], my name is [Your Name], and I’m with [Your Brokerage]. I specialize in helping homeowners like you transition into something more manageable and comfortable. Many of my clients are at a stage where their current home may no longer fit their needs. I was wondering if that’s something you’ve thought about?”

Why This Works: This opening is respectful and solution-oriented, inviting the homeowner to reflect without pressure. You’re offering to help rather than pitching a sale.

Homeowner: “Well, I’ve thought about it, but I’m not sure where to start.”

Agent: “That makes sense. I’ve worked with a lot of clients who felt the same way. I can help guide you through the process—from understanding your home’s value to organizing next steps like moving or prepping the home for sale. There’s no obligation. Would you be open to a quick call or meeting to explore your options?”

Why This Works: You position yourself as an expert and a partner. By acknowledging their hesitation and offering value, you build credibility and trust.

Homeowner: “That sounds interesting, but I’m not sure I’m ready yet.”

Agent: “Of course. Many of my clients weren’t either when we first talked. I'm happy to stay in touch and offer helpful resources if and when the time feels right. Would you be open to receiving a free home value estimate or a checklist for downsizing?”

Why This Works: A low-pressure, resource-first approach keeps the conversation open. You’re making it easy for them to stay engaged without making a decision right now.

Why Cold Calling Downsizers Works

• Higher response rates: Seniors are more likely to answer and engage with live calls.

• Motivated by necessity: Many are facing financial, health, or logistical reasons for moving soon.

• Less saturated market: Agents often overlook this group in favor of buyers or FSBOs.

• Greater need for help: Downsizers appreciate hands-on guidance, and that gives you room to shine.

How to Stand Out to Downsizers

To differentiate yourself in this space:

• Offer a concierge approach: Help with repairs, moving logistics, and other downsizing tasks.

• Be empathetic and consistent: Downsizing is often an emotional process; your patience will pay off.

• Use educational materials: Provide checklists, downsizing guides, and value estimates to stay top-of-mind.