This document discusses market shifts and priorities across different generations and income levels. It outlines that the pre-World War II generation has mostly retired and is focused on asset preservation. Baby Boomers are fast retiring but still active, looking at real estate as both an end use and investment. Generation X will be the future leaders and are work-focused, tech savvy investors. Generation Y is the largest but budget-limited group, preferring public real estate like malls. Consumer habits are evolving towards 24/7 facilities due to remote work and traffic.

1. Market Shifts, Practices, and
Priorities
Danilo A. Antonio

2. Generations Chart
Pre-World War II
Generation
(<1945)
Baby Boomers
(1946-1965)
Gen X
(1966-1980)
Gen Y
(1981-2000)

3. Pre-World War II Generation (born <1945)
1. All retired by now and slowed down.
2. Looking at resort destinations with relaxed features (if
they still remember how to enjoy)
3. The richer ones looking for investible assets with
present recurring income flows or dividend and
interest yields.
4. Focus on asset preservation and enhancement rather
than growth.

4. Baby Boomers (1946-1965)
1. Fast retiring, but still very productive and active. Half
are already seniors, the rest will be in <10 years. Still a
big and potent market.
2. Still in control of the world but gradually transferring
powers to Gen X.
3. Currently CEOs, but turning into board and "bored"
directors, backseat drivers.
4. The "Have arrived" market

5. Baby Boomers (1946-1965)
5. Looking at real estate as 60% end use and 40%
investments.
6. Generally not too active with social media. Not tech
savvy. At home with traditional marketing techniques.
7. End use real estate products preferences- resorts,
leisure destinations, high-end and unique condos.
Farm lots, golf estates.
8. Investment preference - Big raw undeveloped lots(for
bragging rights). Also prefer recurring income projects
with liquidity features like condotels, REIT projects,
stocks and bonds.

6. Gen X Market - ( 1966 to 1980)
1. The future Leaders (Obama is borderline Baby Boomer - Gen
X). The biggest and most active real estate market. Still
building their asset base.
2. The "almost there" age group. The "work hard play hard"
generation for the rich Gen X.
3. The "postpone play I have to work abroad" market for the
middle income Gen X.
4. Generally senior executives of big companies, or CEOs of their
own companies.
5. Professionals and Middle level employees still changing
careers and changing partners.

7. Gen X Market - ( 1966 to 1980)
6. Social media conscious, products of the IT revolution.
7. Looking at real estate as 40% end use and 60% investment.
8. End -use real estate preference - own homes (house and lot),
high end condos, resorts
9. Investment preference - Commercial projects with good
potentials, raw lots with appreciation potentials for future
devt., small condos and office for lease and bankability
features.

8. Gen Y Market (1980 – 2000)
1. The most numerous market, but not real estate focused. The
"enjoy now" and "future can wait" generation, with limited
income but increasing over time.
2. Very mobile, adventurous, travel prone, nomadic,
nocturnal, 24/7 lifestyle.
3. Main market for public oriented real estate products like
shopping malls, hang out places, active sports facilities and
hotels, condos, dorms etc.
4. BPO workers, independent IT service providers, supervisory
and middle managers.

9. Gen Y Market (1980 – 2000)
5. Socially active, postponing marriage, short term
thinkers. Huge market – but budget limited.
6. Very tech savvy and social media conscious.
Prone to transact for goods and services online.
7. End - use real estate . Condos or dorms to lease.
Resorts and hotels to book short term vacations.
8. Investment real estate - very limited. Rent to own
possible – “Cars” instead of condos

10. Market Preference by Income Class
1. Triple A group.
a. End use product preferences are unique condos and resorts, golf estates,
farm lots, & islands.
b. Investment preferences are condos and commercial products with
recurring incomes, easy to liquify.
2. Single A to AA group
a. End use products are high end condos, resorts, investment products are
high wired residential and commercial projects, raw land with future
development potentials.
3. B Market
a. End use would be for own homes but near place of work.
b. Investment play very limited to "rent to own" deals.
4. C, D, E market
a. Mainly end use and hopefully near place of work, rent rather than own
due to limited purchasing power.

11. Evolving Consumer Habits and
Preferences
1. BPOs have pawned a 24/7 living environment, with
corresponding needs for real estate products
operating 24/7 too.
2. Work-live-play-pray-study-shop-heal facilities are now
preferred due to the worsening traffic situation.
3. Online solutions providing instantaneous access are
now the preferred communications medium by the
biggest market base- the millenials.