When older buyers are ready to move, they are ready to move. These are buyers and sellers who generally move to make a lifestyle change, to downsize, or for medical reasons or death of a spouse. Many have already been longtime homeowners, but it may have been many years since they were involved in a transaction. It is up to you to guide them through the search and sale with extra attention to what may have changed about the transaction process from years past. More servicers are available than ever  to help seniors make the transition to a new home, including help with decluttering and repairs as well as packing and unpacking services.  


NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require a password.

What do seniors value?

2019 Home Ownership: Rates by Age 

  • 65+:     78%
  • 55-64:  74.8%
  • 45-54:  70.1%
  • 35-44:  59.4%
  • < 35:    36.4%

Source: Homeownership Rates By Age (U.S. Census Bureau, Jul. 25, 2019)

Housing Trends of the Over-50 Demographic

Six Senior Living Trends for 2018 and Beyond (Love & Company, Feb. 5, 2018)

Top Senior Housing Trends of 2018 (A Place for Mom, Jan. 1, 2018)

Senior Citizen Homes: The Modern Day Options for Senior Living (National Council for Aging Care, Nov. 9, 2017)

Marketing Tips & Strategies

Secrets of Successfully Advertising to Seniors (Suddenly Senior, Mar. 26, 2018)

5 Senior Living Marketing Points to Remember in 2018 (McKnight’s Senior Living, Feb. 12, 2018)

Stellar Strategies for Marketing to Seniors (Forbes, Nov. 9, 2017)

Reverse Mortgage Basics

10 Alternatives to a Reverse Mortgage (Money Talks News, Jul. 16, 2018)

Can a Reverse Mortgage Help Save an Underfunded Retirement? (The Washington Post, Jul. 2, 2018)

The Complete Guide to Reverse Mortgages (Investopedia, May 1, 2018)

Related Websites

NASMM: The National Association of Senior Move Managers is a membership organization for Senior Move Managers, recognized for its innovative programs and expertise related to senior move management, transition and relocation issues affecting older adults.

SRES (link is external): Seniors Real Estate Specialists® designees are REALTORS® qualified to address the needs of home buyers and sellers age 50+.

Mortgage Calculator (link is external): A guide to help you understand how reverse mortgages work.

AARP (link is external): A nonprofit, nonpartisan organization that helps people 50 and older improve the quality of their lives.

Immersion Active (link is external): Integrates data-driven digital marketing strategy with sales techniques.

The Cohousing Association of the United States (link is external): A national non-profit raising awareness of the benefits of cohousing and supporting the development of cohousing communities nationwide.

U.S. Department of Housing & Urban Development (link is external): Information for senior citizens.

SeniorResource (link is external): The “E-cyclopedia” of senior options and information.

Leading Age (AAHSA) (link is external): An association of 6,000 not-for-profit organizations dedicated to making America a better place to grow old.

eBooks & Other Resources


The following eBooks and digital audiobooks are available to NAR members:

Boomer Basics (eBook)

Boomer Marketing (eBook)

Future Marketing: Targeting Seniors, Boomers, and Generations X and Y (eBook)

Generation Blend, Managing Across the Technology Age Gap (Audiobook)

Gilbert Guide to Senior Housing (Kindle, eBook)

Reverse Mortgages for Dummies® (Kindle, eBook)

The Complete Guide to Reverse Mortgages (Kindle, eBook)

The Mortgage Answer Book (Kindle, eBook)

Books, Videos, Research Reports & More

The resources below are available for loan through Member Support. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Member Support at 800-874-6500 for assistance.

Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest and Most Influential Group (Great Falls, VA: linx, 2007) HD 7293 T39

Reverse Mortgages for Dummies (Hoboken, NJ: Wiley, 2005) HG 2051 L99r

The New Reverse Mortgage Formula: How to Convert Home Equity into Tax-Free Income (Hoboken, NJ: John Wiley & Sons, 2005) HG 2051 K29

Pocket Idiot’s Guide to Reverse Mortgages (Indianapolis, IN: Alpha, 2005) HG 2040.5 P76

Have an idea for a real estate topic? Send us your suggestions.

The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.



Real estate professionals must be cognizant of copyright issues when it comes to listing content, most notably in connection with listing photographs.

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