Attracting the NextGen Homebuyer
Kristin Messerley shares research-backed data on why millennials and Gen Z distrust lenders, where they search for home buying info, and what content strategies actually reach them. Essential listening for LOs whose primary market is first-time buyers aged 18–44.
Over half of NextGen buyers don't trust lenders, don't feel financially literate, and don't believe homeownership is accessible — the LO who addresses all three with consistent educational content wins their referrals for life.
Takeaways you can run this week
- Post a YouTube video answering one common first-time buyer question per week — YouTube is the #1 platform millennials AND Gen Z use to research home buying; Facebook is #2 for millennials, TikTok #2 for Gen Z.
- Create a 60-second video on what a credit report actually means and what score is needed to buy: 70% of NextGen buyers have checked their credit in the last 6 months but the average financial literacy quiz score is only 57%.
- Record a green-screen video placing yourself over a slide from the First Home IQ NextGen report (free at firsthomeiq.com) — e.g., '69% of buyers think they need 10–20% down. Here's the truth about low-down-payment options.'
- Host a town hall panel on the NAR settlement — invite 3–5 agents, a title rep, and optionally an attorney. Position yourself as MC and community leader controlling the narrative before inaccurate media headlines do it for you.
- Develop a 'house hacking' explainer video or social post: research shows buyers believe homeownership is inaccessible, yet most don't know strategies like buying a duplex, living in one unit, and living rent-free while building equity.
- Join the free First Home IQ community at firsthomeiq.com (LOs and Realtors tab) to access a free presentation, social media posts with captions, and the full NextGen research report — ready-made content calendar material.
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GET FREE ACCESSThe playbook
- 1. Download the First Home IQ NextGen research report at firsthomeiq.com to identify exactly what questions and fears your target buyers have.
- 2. Pick one data point per week (e.g., '69% think they need 20% down') and record a short video reframing it with a real solution.
- 3. Post that video to YouTube first, then repurpose to Facebook (millennials) and TikTok/Instagram (Gen Z).
- 4. In each video, lead with education — not a call to action — to build trust before any ask.
- 5. Use the First Home IQ free or ambassador-level social media content library to supplement your original videos with branded posts.
- 6. Convert viewers into conversations by responding to every comment and DM personally, leaning into the data point that trust is built through individual human connection, not corporate messaging.
Worth quoting
“Whenever they find someone that they do feel they could trust, that's a bright light in what feels like a dark space.”
“It's not a time to be silent — it's a time to really bring value and resources as a leader.”
Best for
LOs who want first-time buyer business but haven't built a content strategy or community presence targeting millennials and Gen Z.