By: Kristy Osborn, CSA®, CDLP®, CMA™ Mortgage Equity Planner | Reverse Mortgage Division Lead Fairway Independent Mortgage Corp. and Member of CCAR's Affiliate Committee
In today’s low-inventory market, one group of homeowners is often overlooked: older adults. Many seniors want to stay in their homes—but there are just as many who do not. Often, they don’t believe they can afford to move.
That mindset is a missed opportunity—for them and for the real estate market.
The $13 Trillion Opportunity
Homeowners aged 62 and older hold more than $13 trillion in home equity—the largest asset class in retirement. And yet, this wealth often sits unused, simply because many seniors assume they can’t afford to make a move. Fixed incomes, fear of change, and lack of awareness around financing options lead many to stay in homes that no longer serve them.
But with education and strategic conversations, REALTORS® can help these homeowners realize that they do have options—especially when tools like reverse mortgage for purchase, downsizing assistance, and aging-in-place services are understood and applied thoughtfully. That unlocks inventory and gives older adults more freedom in retirement.
What’s Keeping Them Stuck?
There’s a growing group of homeowners who are “house rich, cash flow poor.” They may have significant equity or even own their homes outright, but rising property taxes, insurance premiums, utility costs, and home maintenance burdens make staying increasingly difficult. Many don’t start looking at their options until a health crisis or family emergency forces the issue—by then, it’s often too late to make the most empowering decision.
They’re not calling an agent. But they could—if they understood their options.
How REALTORS® Can Tap Into This Market
This is a relationship-based niche that requires patience and planning, not pressure. REALTORS® who want to connect with this demographic can:
- Host educational events at 55+ communities or senior centers.
- Partner with aging-in-place specialists, senior-focused financial advisors, reverse mortgage lenders, or move management companies.
- Share content that speaks to this audience’s real concerns: “Can I afford to move?” “Should I stay?” “How do I make this decision without overwhelming my kids?”
The clients may take longer to convert—but they are loyal, grateful, and often represent multi-transaction opportunities involving both parents and adult children.
A Niche Worth Leading
This segment won’t respond to typical real estate ads. But they will remember the agent who took time to explain, listen, and offer real solutions.
It’s not just about getting a listing—it’s about unlocking potential in a market that doesn’t even realize it has options.