Younger buyers are driving luxury real estate demand, says Serhant's Zaitzeff

June 30, 2026 - 23:55

A shift in the luxury housing market is being driven by a surprisingly young demographic, according to Peter Zaitzeff, a licensed real estate broker with Serhant and a star of the Netflix series "Owning Manhattan." Speaking with CNBC's Kelly Evans, Zaitzeff noted that buyers under 40 are now a major force in the high-end sector, reshaping how agents approach sales and investment.

This new wave of buyers often brings different priorities than previous generations. They tend to value lifestyle amenities, smart home technology, and prime urban locations over traditional status symbols like sprawling estates. Zaitzeff explained that many are self-made entrepreneurs or professionals in tech and finance, and they are less hesitant to make bold moves in a market that might seem intimidating to older investors.

The trend also reflects broader changes in wealth distribution. Younger buyers are entering the market with significant capital, sometimes from liquid assets or business exits, rather than relying on generational wealth. For agents, this means adapting to a faster, more data-driven sales process. Zaitzeff emphasized that understanding these clients' needs requires a focus on efficiency and transparency, as they often conduct extensive research before ever viewing a property.

As the luxury segment continues to evolve, the influence of younger buyers is expected to grow, potentially redefining what "prime real estate" looks like in major cities.