Getting Unstuck: Understand These 3 Real Estate Personas to Generate More Listings

The Wall Street Journal recently published an article, “Nobody’s Buying Homes, Nobody’s Switching Jobs—and America’s Mobility Is Stalling” that says a lot about the condition of the real estate market in late 2025. In addition to the short term issues we are all familiar with - high interest rates and the lock-in effect, low inventory, buyers priced out of the market - the article highlights something even more profound and permanent: “For generations, Americans have chased opportunity by moving from city to city, state to state. U.S. companies were often quicker to hire—and to fire—than employers in other parts of the world. But that defining mobility has stalled, leaving many people in homes that are too small, in jobs they don’t love or in their parents’ basements looking for work.” The chart below shows how America’s long-standing advantage in economic dynamism and geographic mobility has shifted—from a position of strength to one of relative stagnation.

The percentage of the population that is moving has been trending down for decades

Getting Unstuck - With so many potential buyers and sellers stuck in place, what is a listing agent to do? As the old saying goes, “when there’s no wind, grab an oar and start paddling.” While you can't do anything about the state of mobility in America, you can make a difference within your network and sphere of influence when you have the right talking points. We have identified three personas that represent sizable cohorts in the real estate market. Understanding the forces impacting these personas will enable you to develop talking points that can help you generate more listings by getting your contacts to consider buying and selling. Let's get moving!

Starters

These are your first-time buyers, often younger households eager to plant their flag but frustrated by affordability and inventory. They may feel stuck renting, living with family, or delaying milestones until they can break into the market.

Starters have to overcome significant macro economic hurdles to get on the first rung of the home equity ladder

Foster mobility. Many Starters may be open to relocating to counties or even other states where homes are more affordable. If the move is outside your area, this could still be an opportunity for you through a referral fee.

Build equity now vs. waiting. Many Starters think they need the perfect fit for their first purchase. Remind them that getting into the market now starts the equity-building clock, even if it’s not their forever home.

Help them start small. Condos, townhomes, or communities farther from job centers can be great market entry points. Framing these options as equity-building stepping stones positions you as their long-term advisor.

Encourage family assistance. Many first-time buyers rely on family assistance for down payments—and with so much accumulated equity among older generations, this path is more viable than ever.

Tap into employer assistance. Some companies offer relocation stipends or housing benefits that can be leveraged toward buying. Agents can help Starters uncover these often-overlooked resources.

Outgrowers

This group includes those who have outgrown their current home. More bedrooms and more space have gone from “nice to have” to “must-have.” But they may feel trapped by the ultra-low mortgage rate on their current home.

Outgrowers often find that their starter home has become increasingly inadequate

Explore relocation options. Like Starters, Outgrowers may find more affordable housing—and more space—outside your immediate market. Again, this could create a referral opportunity for you.

Remote work flexibility. Many Outgrowers still have the option to work from home, at least part of the time. This creates an opening to consider larger, more affordable homes farther from job centers, which can unlock new purchase and listing opportunities.

Offer rental strategies. Instead of selling, they might keep their current home as a rental to preserve their low rate while purchasing something larger. Guiding them through this option builds trust and can lead to future transactions. You may help them rent their current home today, but it can also become tomorrow’s listing when they are ready to sell.

Leverage equity. Outgrowers often sit on significant home equity. Highlighting how they can leverage that equity to get into a bigger property can spur them from inertia to action.

Explore alternatives. Many Outgrowers may find it undesirable to sell before they buy as they may not be able to find a suitable replacement property. Introducing Outgrowers to concepts like bridge financing solutions that can help them buy before they sell, or discussing purchase agreement options like seller rentbacks may reduce the hesitancy to consider selling.

Downsizers

At the other end of the spectrum are those looking to scale back. Kids are gone, maintenance feels burdensome, and lifestyle flexibility is calling. But the decision to sell can still feel daunting—unless you provide a clear vision of what’s possible.

Downsizers can find it appealing to sell in order to simplify their finances, enhance their lifestyle, and be closer to family

Showcase modern 55+ living. Today’s 55+ communities offer low-maintenance housing, single-level layouts, proximity to healthcare, and a host of lifestyle upgrades—from pickleball and group dining to vibrant social networks and planned activities. Many even support traditional purchase options that let clients keep building equity into retirement, making them both a smart financial move in addition to a quality-of-life upgrade.

Focus on family. Many Downsizers are motivated by the chance to live closer to their children or grandchildren. Framing a move as an investment in family life makes the idea of selling their home and relocating more appealing.

Simplify finances. Downsizing can mean lower monthly expenses and lower maintenance costs that free up cash for retirement or travel. Positioning the move as a financial win makes it easier to justify.

Encourage trial moves. Some potential sellers may hesitate to give up their long-time home, especially if it has a low-rate mortgage, in exchange for an unproven relocation. Suggesting they rent out their current home while trying out a new community provides a safety net and reduces resistance. Again, this rental could convert to a listing for you down the road.

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