While first-time buyers and younger movers remain vital to overall transaction levels, the data indicates that older buyers are becoming increasingly influential. This age group is more likely to be equity-rich, chain-light, and motivated by lifestyle changes rather than affordability constraints. For agents, this presents both an opportunity and a need to adapt.
Why the 50–plus cohort is growing
Several structural factors are driving this trend. Many homeowners in their fifties bought in the 1990s and early 2000s and have benefited from long-term house price growth. As a result, they often hold significant equity. At the same time, some are now mortgage-free or approaching the end of their mortgage term.
Lifestyle changes are also key. Children leaving home, relationship changes, flexible or remote working, and early retirement plans are prompting decisions to downsize, relocate or purchase second homes. In some cases, buyers in this age group are also supporting adult children onto the housing ladder, influencing transaction patterns across the chain.
For agents, this means that motivations may be more nuanced than simple upsizing or downsizing. Moves may be driven by proximity to family, access to amenities, health considerations, or the desire for lower-maintenance properties.
What this means for residential estate agents
A growing mature buyer base requires a more tailored approach to marketing, stock selection and client communication.
First, stock presentation matters. This group is often focused on quality, energy efficiency, layout and long-term suitability. Clear information about accessibility features, storage, parking, transport links and local healthcare provision can strengthen listings. Agents should ensure property particulars go beyond square footage and number of bedrooms to reflect lifestyle benefits.
Chains may also look different. Older buyers are more likely to be cash purchasers or to have strong equity positions. This can improve transaction resilience and reduce the risk of fall-throughs. Agents should identify these buyers early and use their position strategically when negotiating offers.
Additionally, the communication style may need to be adjusted. Buyers in this age bracket are digitally engaged but may also value more detailed, consultative conversations. A service-led approach, with clear guidance through the process, can help secure repeat business and referrals.
Opportunities in downsizing and rightsizing
The rise in older buyers is also linked to wider discussions about making better use of existing housing stock. Propertymark has consistently highlighted the importance of encouraging rightsizing and reducing under-occupation to improve market fluidity and help meet housing demand.
Agents are well placed to facilitate these conversations. Marketing strategies that focus on lifestyle change rather than loss of space can help reposition downsizing as a positive step. Highlighting lower running costs, easier maintenance and access to amenities may resonate more strongly than simply promoting smaller properties.
There is also potential for agents to build relationships with developers of age-appropriate or later-life housing, particularly where supply meets local demand.
Adapting local strategy
The impact of this trend will vary by region. In areas with strong employment markets and transport links, over-50 buyers may be relocating for work flexibility or commuting convenience. In coastal, rural or semi-rural markets, lifestyle-driven moves may dominate.
Agents should analyse their own branch data to identify whether this demographic shift is visible locally. Reviewing buyer registration profiles, offer patterns and completion data over the past few years can help inform targeted marketing campaigns.
Digital advertising can also be refined. Platforms and messaging that speak directly to mid-life transitions, career flexibility or pre-retirement planning may improve engagement.
Professional standards matter
As market demographics shift, maintaining professional standards remains essential. Propertymark continues to campaign for the regulation of property agents and minimum qualification requirements across the UK to ensure consumers receive high-quality advice and service.
Older buyers may be making one of their final home moves. The financial and emotional stakes are high. Clear advice, transparent fees and adherence to a recognised Code of Practice help reinforce trust and differentiate professional agents from unregulated operators.
Data source: TwentyCI Homemover Dataset, 2016–2025 (analysis commissioned by Hillarys).
