Winner of the National Association of Real Estate Editors (NAREE) First-Time Author Robert Bruss Award -- The election of Barack Obama was a distinct generational shift in our nation s leadership. The large crowd of enthusiastic supporters in Grant Park were largely young people, who reflected that shift. They are increasingly influencing our national life, including the real estate market. Each generation has unique life experiences, a distinct peer personality, and they make different life choices. Generational Housing: Myth or Mastery focuses on the personality of each generation of the last century, and explores the effect of those differences on housing. The book covers five generations: Millennials, an emerging market buying real estate earlier than any generation that has gone before; Generation X, the most active buyers today; Boomers, upscale buyers, having purchased vacation homes and investment property but whose portfolios and retirement plans are impacted by the economic crisis; Silents, a high percentage owning homes with large equity; and the G.I. Generation, the original seniors, many now lost to us. It also discusses the social impact of immigration and ethnic groups. Each generation views housing options and approaches housing decisions differently. Asset planning, finance and taxation affect them differently as well, but they are equally important to all home buyers and sellers Generational Housing: Myth or Mastery presents these vital topics in a clearly stated, understandable manner to guide both the agent and the consumer. It is an interesting, conversational read in 149 very informative pages.
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Editorial Reviews
Review
"Generational Housing" is a college-level real estate marketing course wrapped up in a quick-reading 149 pages. It is insightful in its division of America's generations into attitudes and preferences. it goes into detail on marketing approaches that are likely to be successful to various age groups based on life experiences and influences. But this is not just another sales guru how-to-get-their-money book that serves neither the consumer nor, ultimately, the professional. "Generational Housing" reminds the true real estate professional that understanding the client's needs must come first. Anyone working with older generations and helping them make housing decisions should have this book on their desk. --Frank Cook, Real Estate Intelligence Report
"Generational Housing: Myth or Mastery" is an easy, informative read, and a must for anyone serious about a career in real estate sales. Read it, study it, and read it again. In the age of the Internet and Information, it is still vital to "know your customer." --Saul Klein, President/CEO, Internet Crusade
you took facts, figures, statistics, trends, personalities, and generational differences, then integrated everything into a PhD in real estate. For the licensee or consumer who wants to understand real estate and its future, this book will bring the reader to a higher plane. I'm looking forward to the sequel. --Kathy Howe, Broker/Owner how2educate LLC
you took facts, figures, statistics, trends, personalities, and generational differences, then integrated everything into a PhD in real estate. For the licensee or consumer who wants to understand real estate and its future, this book will bring the reader to a higher plane. I'm looking forward to the sequel. --Kathy Howe, Broker/Owner how2educate LLC
"Generational Housing" is a college-level real estate marketing course wrapped up in a quick-reading 149 pages. It is insightful in its division of America's generations into attitudes and preferences. it goes into detail on marketing approaches that are likely to be successful to various age groups based on life experiences and influences. But this is not just another sales guru how-to-get-their-money book that serves neither the consumer nor, ultimately, the professional. "Generational Housing" reminds the true real estate professional that understanding the client's needs must come first. Anyone working with older generations and helping them make housing decisions should have this book on their desk. --Frank Cook, Real Estate Intelligence Report
"Generational Housing: Myth or Mastery" is an easy, informative read, and a must for anyone serious about a career in real estate sales. Read it, study it, and read it again. In the age of the Internet and Information, it is still vital to "know your customer." --Saul Klein, President/CEO, Internet Crusade
you took facts, figures, statistics, trends, personalities, and generational differences, then integrated everything into a PhD in real estate. For the licensee or consumer who wants to understand real estate and its future, this book will bring the reader to a higher plane. I'm looking forward to the sequel. --Kathy Howe, Broker/Owner how2educate LLC
you took facts, figures, statistics, trends, personalities, and generational differences, then integrated everything into a PhD in real estate. For the licensee or consumer who wants to understand real estate and its future, this book will bring the reader to a higher plane. I'm looking forward to the sequel. --Kathy Howe, Broker/Owner how2educate LLC
"Generational Housing" is a college-level real estate marketing course wrapped up in a quick-reading 149 pages. It is insightful in its division of America's generations into attitudes and preferences. it goes into detail on marketing approaches that are likely to be successful to various age groups based on life experiences and influences. But this is not just another sales guru how-to-get-their-money book that serves neither the consumer nor, ultimately, the professional. "Generational Housing" reminds the true real estate professional that understanding the client's needs must come first. Anyone working with older generations and helping them make housing decisions should have this book on their desk. --Frank Cook, Real Estate Intelligence Report
About the Author
Carmen Multhauf has a distinguished career as a Broker and author of educational books for real estate agents. She has extensive experience in real estate, having served as regional director of a real estate franchise and as President of a local Association of REALTORS®. She founded Training and Broker Services (TABS) and authored the Senior Housing Specialist course and the comprehensive "hands on" Real Estate Guide Series for continuing education. Carmen has a degree from U.C.L.A. in Industrial Relations. Lloyd G. Multhauf earned a Ph.D. in Physics from the Pennsylvania State University and spent his first career as a scientist, researcher and administrator at a National Laboratory. He has contributed to many TABS publications, and has applied his penchant for research and his interest in how people interact to the analysis of Generational Housing through the century.
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Most Helpful Customer Reviews
5.0 out of 5 stars
Seniors, Boomers, Gen X'ers, Millenials - Know them all,
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This review is from: Generational Housing: Myth or Mastery (Perfect Paperback)
Understanding the customers' needs and wants in real estate is critically important in today's changing environment. This can only be achieved if you really understand the consumer in the first place. One size no longer fits all and to be a true real estate professional means becoming a "generational" specialist. For agents who therefore want to learn about the different generations and their characteristics there is no better place to start than Carmen's new book, Generational Housing: Myth or Mastery.
5.0 out of 5 stars
An Essential Read,
By
This review is from: Generational Housing: Myth or Mastery (Perfect Paperback)
What a fascinating concept!
Generational Housing deals with differences among generational groups and how those differences affect attitudes and preferences in housing. The Multhaufs have created a valuable crash course in real estate and development. Their informative book is loaded with helpful statistics, charts, and references, and the information is skillfully conveyed. As an architect, I recommend this concise volume to colleagues, or anyone else concerned with housing. Lester Wertheimer, FAIA, Architect
5.0 out of 5 stars
Packed With Vital Information,
By
This review is from: Generational Housing: Myth or Mastery (Perfect Paperback)
This book is a must for anyone who wants to understand "generational differences." As a real estate educator my interest was held by facts and statistics about needs and changes in the housing industry and as a person I found the psychologicl profies of the different generations invaluable! The knowledge gained has helped me understand my Mother, my daughter, my nieces and nephew! Well done!
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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behavior tendencies, peer personality, loan products Key Phrases - Capitalized Phrases (CAPs): (learn more)
Generational Housing, Social Security, Century of Change, Fannie Mae, World War, Housing Patterns, Makes Its Mark, Home Keeper, United States, The Silents Speak Out, Freddie Mac, Greatest Generation, Sales Price, Silent Generation, Use Test, Purchase Price, Most Silents, Sun City, Exhibits Exhibit, Virgin Islands, The Census Bureau Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
behavior tendencies, peer personality, loan products Key Phrases - Capitalized Phrases (CAPs): (learn more)
Generational Housing, Social Security, Century of Change, Fannie Mae, World War, Housing Patterns, Makes Its Mark, Home Keeper, United States, The Silents Speak Out, Freddie Mac, Greatest Generation, Sales Price, Silent Generation, Use Test, Purchase Price, Most Silents, Sun City, Exhibits Exhibit, Virgin Islands, The Census Bureau Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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