In the past four years, at least 11 publicly traded home builders have announced new entry-level brands aimed at millennials, and another six have introduced new active-adult home brands geared toward baby boomers. Despite this push to lure buyers on the upper and lower ends of the home-buying spectrum, none of the country’s public builders have introduced lines aimed at the generation of home buyers in between these two demographic groups. Generation X, made up of Americans born between the mid-1960s and late 1970s, often takes a back seat to both older and younger consumers in targeted advertising and products.
Why aren’t builders, retailers, and marketers reaching out to the so-called forgotten generation?
In this four-part series, BUILDER examines the needs and wants of Gen-X buyers, talks to three builders who have made their mark in homes for growing and mature families, and highlights the pros and cons of using generational markers to classify home buyers in a given age group.
