More than 2 in 5 (44%) of Gen Z homeowners, ages 18 to 25, and over a third (35%) of millennial homeowners, ages 26 to 41, plan to sell their homes within the next year, according to a survey from Realogy-subsidiary Coldwell Banker Real Estate LLC.
The survey was commissioned to understand how much people value a real estate agent’s social media presence. Conducted online by The Harris Poll among more than 2,000 U.S. adults, it found that 59% of Gen Zers and 65% of millennials say they expect good real estate agents to use social media for marketing purposes.
Fifty-eight percent of Gen Xers, ages 42 to 57, and 60% of baby boomers, ages 58 to 76, strongly or somewhat agree that they expect good real estate agents to use social media for marketing purposes. Nearly two thirds of millennials (65%), and nearly half of Americans overall (48%), would think more highly of an agent if they had a strong professional social media presence.
The real estate company released the survey results in conjunction with the launch of its Dream ad campaign, designed to get homeowners to imagine moving to that place they’ve always desired. The launch also includes a refresh of coldwellbanker.com to include tools like CB Estimate, where home sellers can get a online estimate of their current home, and The Move Meter, a tool to help buyers compare data from where they may move to, including information on housing affordability, quality of life, job market strength and living affordability.
“With more than 2 in 5 Gen Z and over a third of Millennial homeowners planning to sell their homes in the next 12 months, reaching these generations is key to unlocking inventory in 2022. I am confident that our Coldwell Banker network is ready to meet these sellers where they are and, paired with our Seller Strategy and supporting Dream campaign, help make their dreams come true,” said M. Ryan Gorman, CEO of Coldwell Banker Real Estate LLC.
This survey was conducted online within the United States by The Harris Poll on behalf of Coldwell Banker from Feb. 3 to Feb. 7 among 2,012 respondents ages 18 and older, among whom 1,309 are homeowners.