From Idea to Immersion: How Buyer Expectations Have Shifted Over Generations

Real estate marketing has never stood still, but over the last five decades, the pace of change has accelerated dramatically. What began as a few photos in a printed MLS book has evolved into immersive, multi-format storytelling. And each generation of home buyers has shaped what “good marketing” means.

Here’s how those expectations have evolved, and what that means for us as real estate media providers today.

Baby Boomers: The “Idea” Era

Primary buying years: 1970s–1990s

What they needed: An overall sense of the property.

When Baby Boomers were the dominant buyer group, marketing was about sparking curiosity, not answering every question. A newspaper ad or a yard sign with a handful of photos and a short description was enough to get them to a viewing. The goal was to encourage in-person visits; the details would come later.

Generation X: The “Details” Era

Primary buying years: 1990s–2010s

What they needed: All the facts before booking a viewing.

Generation X pushed for more information upfront. They wanted every room photographed, accurate floor plans, and detailed property specs. They wanted to know exactly what they’d find before stepping through the door. As MLS listings moved online, bandwidth improved, and digital cameras became standard, Gen X expected fast access to clear, complete visual records.

Millennials & Gen Z: The “Story” Era

Primary buying years: 2010s onwards

What they need: Immersion and emotional connection.

Millennials and Gen Z don’t just want to see a home; they want to feel what it’s like to live there. They grew up in a visual-first world of Instagram, TikTok, and YouTube, where high-quality, curated media is the norm. For them, immersive experiences, video tours, virtual walk-throughs, and lifestyle photography aren’t nice to have; they’re the baseline.

They respond to content that frames the property in context, connecting with the lifestyle a home represents as much as its specs. They want to see the neighborhood vibe, the work-from-home potential, the local schools and amenities; anything that helps them imagine living there.

Why This Matters for Real Estate Media Providers

Understanding these generational shifts is key to delivering what today’s market expects. The best photographers tailor their media packages to the demographic of the target buyer. A Millennial-heavy market will demand mobile-friendly videos, social media assets, and immersive tours. A Boomer-heavy market may value clarity and detail over cinematic flair.

Our job is to provide the right mix of visuals without adding more work. This is why we focus on creating tools and workflows that allow you to capture and deliver multi-format content from a single visit, ensuring you can meet the demands of any generation and help your clients succeed.