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Reviewer comments...

"Generational Housing" is a college-level real estate marketing course wrapped up in a quick-reading 149 pages. It is insightful in its division of America's generations into attitudes and preferences. It goes into detail on marketing approaches that are likely to be successful to various age groups based on life experiences and influences. But this is not just another sales guru how-to-get-their-money book that serves neither the consumer nor, ultimately, the professional. "Generational Housing" reminds the true real estate professional that understanding the client's needs must come first. Anyone working with older generations and helping them make housing decisions should have their book on their desk.
Frank Cook, Real Estate Intelligence Report

Home buyers and home sellers are no longer a single dimensional group but a complex melting pot of many different generations. It is imperative that brokers and agents read this book to fully master these different generational needs, wants and desires if they wish to succeed in the future.
Stefan Swanepoel, Best Selling Author and CEO of RealtyU Group

Generational Housing: Myth or Mastery is an easy, informative read, and a must for anyone serious about a career in real estate sales. Read it, study it, and read it again. In the age of the Internet and Information, it is still vital to "know your customer."
Saul Klein, President/CEO, InternetCrusade

Once again you have hit the target. Your book on Generations is timely, to the point and inclusive. This subject is arguably the most important topic of the times. Understanding Generations will reduce attrition, increase your ability to hire and improve your productivity. You have achieved this in a format fit for any business.
Buddy West

More Testimonials

Carmen and Lloyd Multhauf

Multhauf Picture Carmen Multhauf has a distinguished career as a Broker and author of educational books for real estate agents. She has extensive experience in real estate, having served as regional director of a real estate franchise and as President of a local Association of REALTORS®. She founded Training and Broker Services (TABS) and wrote the comprehensive "hands on" Real Estate Guide Series for continuing education. Carmen was the founding author of the original SRES™ Designation and has expanded the study to multiple generations in a vibrant new Generational Housing Specialist™ Designation. Carmen has a degree from U.C.L.A. in International Relations and is a believer in continued learning, which has lead to earning 6 real estate designations.

Lloyd Multhauf earned a Ph.D. in Physics from the Pennsylvania State University and spent his first career as a scientist, researcher and administrator at a National Laboratory. As a real estate practitioner, he has contributed to many TABS publications, and has applied his penchant for research and his interest in how people interact to the analysis of Generational Housing through the century.

The award winning* Generational Housing: Myth or Mastery gives insights into the division of generations by attitudes and preferences. Specific age groups have common life experiences and influences that affect their needs, wants, and decision making. Each generation is affected differently by changes in financing, retirement systems and estate planning, tax laws, and housing design and location. Agents need to understand generational characteristics, behaviors, and personalities to customize marketing approaches and truly "represent" the best interests of the client by knowing how to relate to them. Brokers need to understand those same generational differences to recruit and retain agents and staff. This designation studies the past 100 years of real estate in order to understand the generations shifts that are taking us into the future.

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Book Preview - Table of Contents

Chapter 1. Generations

Chapter 2. A Century of Change
Population, Immigration, Aging Population, Globalization

Chapter 3. Housing
Housing Over The Century, Today's Housing Market, The Silents, The Boomers, Generation X, Summary, The Future

Chapter 4. GI Generation: The American Dreamers
Growing Up, The Torch is Passed, Personality and Values, Home Ownership, Marketing to the GI Generation, Summary

Chapter 5. The Silent Housing Revolution
Growing Up, Personality and Values, Accomplishments, Housing, Marketing to Silents

Chapter 6. Boomers On The Move
Growing Up, Personality and Values, Leadership, Home Ownership, Retirement, Marketing to Boomers

Chapter 7. Generation X Makes Its Move
Growing Up, Adulthood, Personality and Values, Home Ownership, Marketing to Gen Xer's, Summary

Chapter 8. The Millennials Log On to Housing
Growing Up, Rising Adulthood, Home Ownership, Marketing to Millennials

Chapter 9. Retirement
The Retirement Triangle, Boomers, Gen Xer's and Millennials, Planning for Retirement

Chapter 10. Taxation
Sale of a principal residence, Ownership-Use-Frequency, Capital Gains, Capital Gain Tax Categories
Other Tax Strategies, Simplified Tax Terminology

Chapter 11. Estate Planning
Vesting Designations, The Will and Probate, The Living Trust, Gifting, Life Insurance, Additional Estate Planning Documents

Chapter 12. Finance
Types of Loans, Forward Mortgages, Reverse Mortgages, Secondary Markets

Chapter 13. Behavior Tendencies (DISC)

Chapter 14. Let's Keep It CLEAN
GI Generation, Silents, Boomers, Generation X, Millennials, Effective Relationship Building

 
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