Targeting: The next decade – where’s the market heading?
Over the following pages, we’ll explore who will be using the Aled Ellis & Co Ltd website in the coming years, what they’ll expect from it, and how it can help build engagement.
The next 10 years
When Aled Ellis & Co Ltd moved to a mobile-responsive website back in 2015, they were adapting to an audience that was starting to prioritize smartphones over desktop computers. Fast forward ten years, and smartphones now account for 62.5% of global online traffic and have become an integral part of our everyday lives.
This shift has been largely driven by younger generations aka digital natives – Millennials (born 1981 – 1996) and Gen Z (born 1997 – 2012), who have grown up with smartphones. Gen Z alone now makes up about 25% of the global population and is expected to represent 40% of global consumers by 2035. However, when it comes to the housing market, Boomers (born 1946 – 1964) and Gen X (born 1965 – 1980) aka digital immigrants, still hold most of the purchasing power. That said, over the next decade, we’re likely to see a generational shift as more property ownership moves into the hands of younger buyers.
How does this effect the next website? Our thinking is to be ready for this changing of the guard, by building an online presence that meets broad user needs but has a clear focus on the future.
Digital immigrants (born pre-1980):
- Born pre the digital age and adopters of web technologies
- Prefer to talk in person
- Logical learners
- Single task focused
- Prefer to interact with one or a few people than many
- Get information from traditional news sources
Digital natives (born post-1980):
- Born during or after the digital age
- Lean towards conversing through technology
- Intuitive learners
- Multitaskers and rapid task switching
- Extremely online social
- Information from multimedia news sources
Generational differences in online engagement
As mentioned, the next decade will likely see a generational change in terms of majority property ownership, and the next website will need to meet the needs of both outgoing digital immigrants and incoming digital natives.
There are some differences between generations when it comes to online engagement. These differences are influenced by things like technology, social trends, and lifestyle choices. As digital behaviors shift, especially among Millennials and Gen Z, the key to success lies in creating a website that is both technically future-ready and emotionally engaging.
As younger generations take over the housing market, features like virtual tours, AI-driven property suggestions, and live chat support will become important for engagement. These users also value transparency, in terms of clear communications on pricing, process, and what sets Aled Ellis & Co Ltd apart. Incorporating lifestyle-focused content, such as broadband and mobile coverage, local area guides, school catchment maps, and social media integration allows users to connect emotionally with the homes and communities Aled Ellis & Co Ltd represent.
By combining thoughtful design with forward-looking features, the next Aled Ellis & Co Ltd website can become more than just a listings portal, it becomes a trusted, high-converting digital hub that speaks directly to every generation of client Aled Ellis & Co Ltd serve.
How they use websites
In essence, younger generations (Millennials and Gen Z) prioritize mobile-first, interactive, and visually engaging websites with social media integration and personalized experiences. Older generations (Gen X and Baby Boomers) value ease of use, detailed information and security.
Baby Boomers (Born 1946-1964):
- Easy Navigation: Clear, simple menus and easy-to-read property details.
- Basic Information: Focus on essential property details like price, size, location, and clear images.
- Contact Info & Customer Support: Quick access to phone numbers, email, or chat support for inquiries.
- Clear Property Listings: Prefer straightforward listings with clear, large images and text.
- Trust & Credibility: Value reviews, testimonials, and trust signals (e.g., years in business, professional affiliations).
Generation X (Born 1965-1980):
- Functionality & Speed: Want fast-loading pages and easy access to property search filters (e.g., price, location, size).
- Detailed Listings: Expect property descriptions with lots of relevant details (e.g., amenities, nearby schools, etc.).
- Comparing Options: Like the ability to compare properties side-by-side.
- Mobile Compatibility: Look for mobile-friendly websites that allow browsing on the go.
- Online Tools: Appreciate mortgage calculators, price estimators, or virtual tours of properties.
Millennials (Born 1981-1996):
- Modern Design & Interactive Features: Enjoy sleek, visually appealing designs with interactive elements (e.g., virtual home tours, 3D walkthroughs).
- Mobile-Friendly: Expect a fully optimized mobile experience for searching and browsing on smartphones.
- Personalized Recommendations: Appreciate tailored property recommendations based on their browsing history or preferences.
- Social Media Integration: Look for integration with social media (e.g., share properties to Instagram, Facebook).
- Online Chat & Instant Support: Prefer live chat options or easy-to-find contact forms for quick questions.
Generation Z (Born 1997-2012):
- Visually Rich & Fast: Want eye-catching, fast-loading property images, videos, or virtual tours.
- Interactive & Engaging: Prefer interactive features like 360-degree views or virtual staging of homes.
- Mobile First: Expect the website to be optimized for mobile, with seamless scrolling and user-friendly navigation.
- Social Proof & Authenticity: Appreciate seeing genuine reviews or social media posts about properties or the agency.
- Sustainability & Value Alignment: May be drawn to properties or companies that promote sustainability or align with their values (e.g., eco-friendly homes).
Each generation has different expectations, Baby Boomers are looking for simple, trustworthy info, while Gen Z craves interactive, visually rich experiences. Understanding these preferences will help make the next website more appealing to a wide range of potential clients!
Summary
Aled Ellis & Co has a strong local legacy, usually the largest number of local listings, and a trusted reputation across rural and residential markets. However, there is an opportunity to sharpen digital engagement and modernise communications. By improving visual content (video tours, drone footage), strengthening the bilingual and social media presence, and showcasing local expertise through guides and storytelling, Aled Ellis can match and exceed the more digitally savvy competitors.
Combined with a focus on mobile usability, proactive listing updates, and highlighting its heritage online, Aled Ellis can firmly position itself as both a modern and trustworthy agent, bridging tradition with contemporary buyer expectations.