Here are three lessons that can help home builders make the best decisions for their business throughout many different economic climates.
1. Dig Into the Data
Millennials, people born between 1981 and 1996, are a large and powerful demographic. According to Pew Research Center, Millennials became the largest generation in the U.S population in 2021. In terms of sheer volume, it would make sense to cater to these younger buyers coming into the market. But should you?
Millennials are not buying homes in the numbers that their strength might predict. In fact, they are seeing shrinking numbers within their homeownership share. Based on the most recent data, the Millennial homeownership rate is approximately 54.9%, which is about 20 percentage points lower than that of Generation X and nearly 30 percentage points lower than that of Baby Boomers.
While this generation has officially aged into the time to purchase their first home or move to their second home, they are being confronted with a competitive and expensive housing market.
On the other hand, Baby Boomers continue to be one of the most financially secure and influential demographics in the housing market. As of 2025, the 55+ age group represents the largest share of homeownership in the United States. This generation holds an estimated $2.9 trillion in spending power, and are therefore more likely to be resilient in difficult economic times.
Of special interest to home builders is the fact that 19% of buyers aged 68 and older—primarily Baby Boomers—were likely to purchase a newly built home according to the 2024 Home Buyers and Sellers Generational Trends Report by the National Association of Realtors.
Takeaway: When considering which market segments to build homes for, use data to pinpoint where the greatest opportunities lie.
2. Deliver on Buyer Preferences
Once you’ve identified a target market, you need to understand what they want to buy. For example, market research conducted by Second Wave Research entitled “Generational Preferences in 55+ Communities” shows that the 55+ demographic, which includes Baby Boomers and is starting to include Gen X, is looking for low-maintenance, ranch-style homes.
Specifically, these buyers are looking for features like open concept living areas and outdoor patios, as well as communities that provide some exterior home maintenance like lawn care and snow removal. Pre-planning a community allows home builders to provide the floor plans and amenities their target consumers want in a new home.
Takeaway: Builders that plan communities and floor plans with specific demographics in mind can meet their buyer’s expectations and sell homes faster.
3. Follow a Proven Business Model
For home builders that are looking to enter a new market segment or increase their sales velocity, working with a franchise can be a great benefit. Epcon Franchise Builders have access to marketing, sales, land, purchasing and construction support from a national builder, giving them significant advantages over local competitors.
With over 35 years of home building experience, Epcon has grown throughout many different economic climates. For example, Chad Weaver of Weaver Homes has credited working with Epcon for keeping his business afloat after the Great Recession versus other local builders, many of whom he watched go out of business during that time.
Another Epcon Franchise Builder, Katie Lancianese of New Leaf Homes, speaks to the shortening of the learning curve that Epcon provides:
“There’s a system, there’s a process, it’s tried and true. Of course, we could have come up with something on our own. It would have taken a long time, with a lot of mistakes. We wanted to shorten our learning curve and jump right into where we wanted to be.”
-Katie Lancianese, President of New Leaf Homes
Some risk will always be a factor in the building industry. At Epcon, Franchise Builders can dive right in and get to work with support along the way. This is perfect for smaller- to mid-sized builders that want to become larger regional players.
Takeaway: Epcon Franchising provides the support home builders need to grow their business for the long term. Get in touch with our team today to get started.