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Tool Kit is a recurring column on Inman that pulls together resources for agents who want to dive deeper on specific subjects or team leaders and brokers looking for educational content on timely topics for trainings.
It’s no secret that for the past few years in the housing industry, older adults not only have made moves in the market but have flexed their assets by being some of the top engagers in metro and rural areas.
For several years, 62 percent to 66 percent of all Realtors have been female, and the median age of all Realtors is 55. These two factors alone equal an ultimate truth that we cannot deny: For the foreseeable future, real estate is being led by and sold by those 50 and better. Forget Silver Foxes. We are officially in the age of the real estate Golden Girl.
These gals will be grabbing their boogie boards and riding the Silver Tsunami of the real estate market for the foreseeable future. Baby boomers now hold over 42 percent of the purchasing power of real estate, according to NAR’s 2025 Home Buyers and Sellers Generational Trends.
In this Tool Kit, we will discuss two topics. First, we will explore ageism and the challenges agents who are 50 and better might face in the market. Then, we will tackle the needs of 50-and-better consumers and how you can best serve this unique and ready-to-buy population in the coming years.
50+ and fabulous? Actually, yes, thanks to strong role models
Ageism is a battle built into the very fabric of modern American culture. Our culture is obsessed with the young and the rich, and it’s been that way for a long time.
TikTok virally categorizes this trend as “You’re not ugly, you’re poor,” a genuinely poignant and accurate description of how aging women, especially with the right financing, can steal back time and rebuild their dream bodies and faces.
This trend has evolved as cosmetic procedures, skin care and even the availability of weight loss drugs like Ozempic have turned former ugly ducklings into graceful swans because the ducks had the bucks to fund the makeover.
Systemically, it has led to older women being discriminated against for job growth, and even hiring to begin with, as the culture would rather see an older woman as a caretaker than a business mogul.
The good news is that every generation of women has a subset of role models who are categorized as brave in the battle — who push social norms aside, embrace their age, and use it as an asset and opportunity rather than a barrier keeping them from living their best lives.
Right now, celebrities like Halle Berry, Pamela Anderson, Demi Moore, Diane Keaton, Jane Fonda, Salma Hayek and Helen Mirren are proving that your golden years are not a time to settle down and take up knitting. They’re showing the world their energy and renewal of personal self and brand as they take on this exciting season of life.
5 challenges for 50 or better women in the area of real estate
With age comes wisdom and challenges when navigating the professional workplace. Real estate is no exception as the industry focuses heavily on marketing, photos, and the social norms of looking “good” and “professional,” which widely seem interchangeable wtih selling a home.
1. Bias of gender and age
Despite their experience, women over 50 encounter stereotypes that they are less tech-savvy or unable to keep up with younger agents. Sometimes, these agents are irritatingly called “Karens” if they become too vocal about complex issues in the transaction.
According to an HR survey from the software company Texico, 76 percent of older women receive more negative feedback in professional evaluations than their male counterparts.
LinkedIn conducted a study and found that depending on which generation you ask, women typically fall in the “top of their career” between the ages of 40 and 62, which means that the area where most women have a short window of time to achieve and establish their biggest goals.
Brokerages may favor younger agents, assuming they have more energy or modern marketing techniques. NAR’s recruiting strategies for brokers recommend focusing on younger agents if top producers leave for other brokerages instead of retaining existing agents.
This is especially important to pay attention to if you are a new or struggling agent seeking to grow your career. You must be at the top of your game to earn a living in challenging markets.
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2. Tech neck
Real estate is primarily driven by digital systems, with AI-driven marketing, virtual tours and social media playing a significant role.
Only 33 percent of women aged 50 and older describe themselves as “investors,” and a variety of societal and cultural norms have led to this predicament. Fidelity surveyed these issues and found that women lacked support, education, and encouragement in their primary and secondary education for technology and finance, resulting in huge gaps between men and women in their preparation for retirement. This is referred to as the Investment Gap.
Interestingly, recent behavioral science studies in Activities, Adaptation & Aging: Dignified and Purposeful Living for Older Adults show that older women are excellent late adapters of technology because they are uniquely qualified to benefit from its use and are highly motivated to do so.
If you are a Golden Girl, and you feel that you need to close the gap on your finances and become a technology wiz overnight, with a little patience and education, you can definitely make up lost ground and take up space in all the areas you need to be to continue to elevate your career. As the research shows, you have to make it a priority to invest in yourself.
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3. You will be tired, mentally and physically
Congratulations if you are an older adult in real estate; you will truly experience the meaning of “having it all,” a career requiring long hours, expert organization, efficient time management, constant networking and emotional resilience.
Your personal energy levels change, especially for women potentially going through perimenopause and menopause, and balancing work, health and personal commitments can become more challenging.
The bad habits that you may have picked up in your 20s and 30s can now be significant problems that you need to tackle with your health to take care of yourself and your clients.
Drinking, poor stress management, burnout, poor time management and lack of self-care are barriers to you achieving your goals. Check out these helpful articles from Inman’s top contributors about how to find that perfect balance of life, work, and peaceful energy in your life.
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4. Work-life balance, caregiving and too many commitments
The reality of life means that you could have kids in college, grandkids and even aging parents you need to care for while selling real estate.
In other words, time management and care services are essential. Time management is such a significant issue for Golden Girls; it is currency for your career. Unsure where to start getting things in order? Figuring out a system of time management that works for you and your household will be key to making progress on your goals when you feel mired down by the weight of your to-do list and responsibilities.
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5. Retirement dreams and financial woes
Clever like a fox? This is essential for financial and retirement planning as a commission-based sales professional. It means that you need to have your financial house in order and prepare for the needs of your future self in retirement while juggling an inconsistent and sometimes unpredictable income schedule.
Many older women experience a mid-life penalty (a dip or impact on their personal income), and many women will take a 10 percent drop in revenue during menopause — specifically, as mentioned above, because of caregiving responsibilities and ageism in the workplace.
According to National Institutes of Health studies, women experience two financial penalties in their careers. The motherhood penalty usually occurs in their 20s and 30s and again as they turn 50.
Golden Girls must manage their budgets and investment strategies and build a professional career that will bring them closer to their goals rather than further into debt. Find a reputable wealth and financial advisor, and get cracking on plans to pay for your future care and housing.
No one has a crystal ball, and if you want to make sure your future self is taken care of, your current self needs to invest in making that a priority. Level up your income whenever you can, and build that mindset and strategy into your business practice. It’s easier to make more money than it is to try and figure out how to pay more expensive bills with less money.
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Sterling careers and the best years of your life
How old is actually “old” by today’s standards? Well, it depends on whom you ask and when you ask. Overall, the consensus is that age can be a mindset and that if you can think, act and look young, you can stay that way and essentially cheat time.
But it’s not realistic, and it’s not sustainable for Golden Girls, especially with the demands they have on their shoulders to exist. The National Association of Realtors even has the Emeritus award to recognize Realtors who have a cumulative 40 years in the profession, showing that this indeed can be someone’s life’s work.
Ageism is a unique problem as the housing market seems to be slowly switching from a seller’s to a buyer’s market. With most real estate agents being women and 50 plus, it will be “up to the women” to manage the transition with strategy while maintaining their sanity.
Golden Girls need to keep playing offense in an era that constantly asks them to explain why they need to be at the top of the pack. This world expects them to do more than asked or they are “difficult to work with,” all while looking their best and flexing their tech skills to show they are still “with it.”
Whether you are a diva or a saint, your reputation and your customer service will be not only your brand but your currency in navigating the choppy waters of fast-paced sales.
Stay salty, ladies.
“When the world tells you to shrink, expand.” – Elaine Welteroth, More Than Enough: Claiming Space for Who You Are
Rachael Hite is a seasoned housing counselor and thought leader in the real estate industry. Connect with her on Instagram and LinkedIn.
