According to the latest report from the National Association of Realtors, the typical first-time homebuyer in the U.S. is now 40 years old, the oldest on record.   For decades, buying your first home was often associated with your late 20s or early 30s. But today’s reality looks very different, and this shift is impacting how marketers need to reach new movers and homeowners alike.  What...Read More

Homeownership has long symbolized stability and success in the American Dream, but it’s now morphed into the essential first step into adulthood.  A recent Harris Poll conducted for Coldwell Banker, titled “The 2025 American Dream Report,” reveals that:  71% of aspiring homeowners are delaying major life milestones—like marriage, having children, career moves, or even getting a pet—until they can afford their...Read More

When a customer moves, something important happens that most brands never see coming. Their routines disappear overnight. Favorite stores, trusted service providers, and even the brands they’ve used for years suddenly feel optional.  A move resets buying behavior. And with that reset comes real churn risk.  According to the U.S. Census Bureau, more than 35 million Americans move every year,...Read More

When you’re a luxury furniture retailer introducing a new high‑end collection, you’re speaking to a very specific kind of consumer. You’re looking for someone who knows the difference between walnut and wenge, who actually reads the care instructions for velvet, and who has very strong opinions about the appropriate height for a credenza. But knowing...Read More

This article is adapted from a recent webinar conversation with Michelle Taves, VP and Group GM, and Larisa Bedgood, Head of Marketing, on the five high-intent audiences brands should prioritize in 2026. You can watch the full webinar here: [Watch the full webinar] Where someone lives, and how they choose to live there, says a lot.  Today, the line between homeowners and renters isn’t as fixed...Read More

While moving slowed down nationwide, certain pockets of the country haven’t caught their breath. From the Southeast to rising secondary markets, migration pressure is hitting an all-time high.  HireAHelper’s 2026 Migration Report examines how, where, and why Americans moved in 2025.   This analysis is based on PGM’s database of 14,977,223 adult moves tracked for the full year of January 2025...Read More

This article is adapted from a recent webinar conversation with Michelle Taves, VP and Group GM, and Larisa Bedgood, Head of Marketing, on the five high-intent audiences brands should prioritize in 2026. You can watch the full webinar here: [Watch the full webinar]  Not every meaningful purchase is a big one.  In a tighter economy, with inflation fatigue still lingering, many people aren’t splurging the way...Read More

This article is adapted from a recent webinar conversation with Michelle Taves, VP and Group GM, and Larisa Bedgood, Head of Marketing, on the five high-intent audiences brands should prioritize in 2026. You can watch the full webinar here: [Watch the full webinar] Every year, more than four million Americans turn 65.  But what turning 65 looks like today is very different than it used to.  A...Read More

This article is adapted from a recent webinar conversation with Michelle Taves, VP and Group GM, and Larisa Bedgood, Head of Marketing, on the five high-intent audiences brands should prioritize in 2026. You can watch the full webinar here: [Watch the full webinar] There’s a shift happening with younger generations, and it’s not subtle.  They have spending power. They’re using it. But they’re not prioritizing the same things earlier generations did. ...Read More

This article is adapted from a recent webinar conversation with Michelle Taves, VP and Group GM, and Larisa Bedgood, Head of Marketing, on the five high-intent audiences brands should prioritize in 2026. You can watch the full webinar here: [Watch the full webinar]  No matter what the economy is doing, people still move.  And when they move, they spend.  Each year, roughly 30 to 35 million Americans move, even...Read More