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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, InternetCrusade

Home buyers and home sellers are no longer a single dimensional group but a complex melting pot of many different generations. It is imperative that brokers and agents read this book to fully master these different generational needs, wants and desires if they wish to succeed in the future.

Stefan Swanepoel, Best Selling Author and CEO of RealtyU Group


"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 their book on their desk.

Frank Cook
Real Estate Intelligence Report

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Table of Contents

  • Read about how generational attitudes and shifts have affected real estate over the last 100 years.

  • Discover how financing evolved and how retirement and investment plans impact each generation differently.

  • Learn how taxation policies influence purchases.

  • Customize marketing approaches and represent the best interests of the client by understanding generational desires, behaviors, and personalities.

  • Understand the very different communication and negotiating styles of the different generation.

  • This well researched book is written in an easy to read conversational manner that has value to consumers as well as to real estate licensees.

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Upgrade Your Order and Buy the full GHS™ Designation Course  - For a limited time you can purchase the entire course for only $149.

What Does the Price Include?
  • Award winning book " Generational Housing: Myth or Mastery "
  • Complete set of Power Point Tutorials
  • Access key to online exam
  • Membership in the Generational Housing Specialist ™Council with no annual fee
  • The right to use the GHS™ logo and to identify yourself as a Generational Housing Specialist™
  • Being listed on the GHS™ referral network
  • A free DISC analysis

Book Preview - Table of Contents

Chapter 1. Generations

Chapter 2. A Century of Change
Population, Immigration, Aging Population, Globalization

Chapter 3. Housing
Housing Over The Century, Today's Housing Market, The Silents, The Boomers, Generation X, Summary, The Future

Chapter 4. GI Generation: The American Dreamers
Growing Up, The Torch is Passed, Personality and Values, Home Ownership, Marketing to the GI Generation, Summary

Chapter 5. The Silent Housing Revolution
Growing Up, Personality and Values, Accomplishments, Housing, Marketing to Silents

Chapter 6. Boomers On The Move
Growing Up, Personality and Values, Leadership, Home Ownership, Retirement, Marketing to Boomers

Chapter 7. Generation X Makes Its Move
Growing Up, Adulthood, Personality and Values, Home Ownership, Marketing to Gen Xer's, Summary

Chapter 8. The Millennials Log On to Housing
Growing Up, Rising Adulthood, Home Ownership, Marketing to Millennials

Chapter 9. Retirement
The Retirement Triangle, Boomers, Gen Xer's and Millennials, Planning for Retirement

Chapter 10. Taxation
Sale of a principal residence, Ownership-Use-Frequency, Capital Gains, Capital Gain Tax Categories
Other Tax Strategies, Simplified Tax Terminology

Chapter 11. Estate Planning
Vesting Designations, The Will and Probate, The Living Trust, Gifting, Life Insurance, Additional Estate Planning Documents

Chapter 12. Finance
Types of Loans, Forward Mortgages, Reverse Mortgages, Secondary Markets

Chapter 13. Behavior Tendencies (DISC)

Chapter 14. Let's Keep It CLEAN
GI Generation, Silents, Boomers, Generation X, Millennials, Effective Relationship Building