Propertymark calls on agents to adapt to surge in older buyers

Associations & Bodies | Housing Market Home/Latest property news/Associations & Bodies/Propertymark calls on agents to adapt to surge in older buyers Propertymark calls on agents to adapt to surge in older buyers

Industry body says growth in over-50 buyers is reshaping transactions and requires a more tailored agency approach.

27th Feb 20260 443 1 minute read Simon Cairnes

Propertymark is advising estate agents to adjust their approach as buyers aged 50–59 become the fastest-growing segment of the UK housing market, according to its latest analysis of homemover data.

The organisation says the shift should influence how agents plan services, market homes, and manage negotiations, as older movers become more influential within transaction chains. While younger buyers remain vital to activity levels, Propertymark argues that agents need to recognise who is currently driving deals in order to stay competitive.

Mortgage-free

Many buyers in this group purchased during the 1990s and early 2000s and now hold significant equity, with some mortgage-free or approaching the end of their borrowing. Lifestyle changes — including children leaving home, flexible working and early retirement — are also influencing decisions to move.

Propertymark says the trend presents “both an opportunity and a need to adapt”, as motivations increasingly centre on lifestyle, convenience and long-term suitability rather than simple space requirements.

Stock presentation matters.”

The industry body is urging agents to rethink how homes are presented, stressing that “stock presentation matters”, with clear emphasis on energy efficiency, layout and practical features that support later-life living. It adds that stronger equity positions among older buyers can also improve chain stability, giving agents more scope to negotiate with confidence.

Communication style is another area highlighted by Propertymark. It says a “service-led approach, with clear guidance through the process”, can help agents build trust with this cohort, which often expects more detailed, consultative support alongside digital engagement.

It adds that branches should review local buyer data and tailor marketing around rightsizing and lifestyle change, arguing that agents who adjust early will be best placed to benefit from the shift.

Tagspropertymark 27th Feb 20260 443 1 minute read Simon Cairnes Share Facebook X LinkedIn Share via Email