Buyers aged 50–59 now represent the fastest-growing segment of the UK housing market, according to analysis of homemover data by Propertymark, prompting the industry body to advise estate agents to adjust their service models accordingly.
The organisation stated that the demographic shift should influence how agents plan services, market properties and manage negotiations, as older buyers become more influential within transaction chains.
Equity positions driving activity
Many buyers in this age group purchased properties during the 1990s and early 2000s and now hold significant equity, with some mortgage-free or approaching the end of their borrowing terms. Lifestyle changes — including children leaving home, flexible working arrangements and early retirement — are influencing decisions to relocate.
According to Propertymark, motivations within this cohort increasingly centre on lifestyle, convenience and long-term suitability rather than space requirements alone.
Service adaptations recommended
The industry body stated that “stock presentation matters”, recommending agents emphasise energy efficiency, layout and practical features that support later-life living when marketing properties.
Propertymark noted that stronger equity positions among older buyers can improve chain stability, potentially giving agents more scope during negotiations.
Communication style was highlighted as another consideration. Propertymark stated that a “service-led approach, with clear guidance through the process” can help agents build trust with this demographic, which often expects detailed, consultative support alongside digital engagement.
The organisation advised branches to review local buyer data and tailor marketing around downsizing and lifestyle change, suggesting that agents who adjust their approach early will be better positioned to benefit from the demographic shift.