Same Product, Different Pitch: Messaging Tips by Generation

Today’s homebuyers span four generations. That’s four ways to tailor your messages to effectively reach each demographic.

That doesn’t mean you should use Gen Z slang when sending order updates by text. That would be, as the kids say, cringe. Instead, focus on the delivery method. Each generation has preferences on how and when to receive brand messages.

Here’s how to align your outreach to different buyer groups to improve engagement, shorten the sales cycle, and build trust.

Baby Boomers and Generation X: Clear, Reliable Communication

Boomers remain the largest group of homebuyers, representing 42% of the market, with many purchasing with cash or downsizing into lower-maintenance homes, according to the National Association of Realtors (NAR). Gen X homebuyers (24%) are typically upgrading or investing in multi-generational properties.

That means most of your messaging should cater to these two generations. Thankfully, they share the same preference for clear, practical communication and trusted channels.

Preferred channels: According to a UPS study, Boomers and Gen X favor email, direct mail, and phone calls. Facebook and YouTube are their go-to digital platforms for research and product education.

What works: Straightforward, informative messaging that highlights long-term value, energy savings, and product reliability. Educational brochures and explainer videos are effective tools.

Best approach: Follow up with printed materials or links to product guides and videos. Email outreach should be limited to one or two messages per month to maintain engagement.

Millennials: Value-Focused and Digitally Engaged

Millennials are still a major force in the housing market, comprising nearly 30% of buyers, according to NAR. They rely heavily on digital tools to make informed decisions.

Preferred channels: Email, SMS, and live chat are key. UPS reports Millennials are also highly responsive to mobile-optimized experiences and order updates via text.

What works: Authentic, value-driven messaging that emphasizes design flexibility, sustainability, and customer testimonials. They expect responsive service and transparent communication.

Best approach: Use SMS for timely promotions and appointment reminders. In emails, include short-form video and clickable CTAs. Offer a seamless experience from website to showroom by offering online appointment booking.

Gen Z: Fast, Visual, and Purpose-Driven

Representing only 3% of buyers, Gen Z is just entering the housing market, NAR reports, but their digital fluency and values-driven mindset make them important future customers. According to Harvard Business Review, Gen Z responds best to brands that demonstrate authenticity and social impact.

Preferred channels: Instagram, TikTok, and messaging apps dominate. They value interactivity and expect near-instant responses from brands.

What works: Short videos that spotlight smart features, sustainable materials, or real installer stories. Transparency and peer-generated content matter more than polish.

Best approach: Post 15- to 30-second clips on social media highlighting how Masonite products support smarter, greener living. Engage through comments or chat to build connection.

Consistency Builds Credibility

No matter the generation, customers expect a consistent experience—online, in print, or in person. And while automation can help you scale, real human follow-up remains crucial.