eBrief: The ‘30-Something’ Mindset List

The average first time home buyer is in their 30s and makes roughly $65,000/year. Understanding what they are thinking can help open more doors for your members.


A Humorous Look at the Mindset of a First Time Home Buyer

I recently picked up “2010 A Homeownership Odyssey”, a brochure published by Prime Alliance that tells the story of a fictional couple, Maya & Lucas, and their experience as first-time home buyers (FTHB). The story, both entertaining and informative, is designed to help credit unions understand the mindset of the FTHB and begin interacting with them much earlier in the home buying process. After all, seeking financing often comes after months of research—online, on foot and with realtors.

One page of the brochure was really interesting: “The 30-Something Mindset List”.  The concept of the Mindset List was developed by two Beloit College professors. Each year the pair examines what has occurred in the lives of the incoming freshman class: what cultural, political, economic and technological events shape their perspectives and world views? The list is used by the College to gain a better understanding of its new students.

Dan Green and Tonya Coon at Prime Alliance decided to go about creating their own Mindset List for Maya & Lucas. In their own words, “We’re not exactly sure how old Lucas and Maya are, but a pretty good guess would be late twenties or early thirties, meaning they were born in or around 1979 plus or minus a few years. Understanding what shaped their world helps credit unions do a better job of serving them.”

The full list is 50 items long and available online. Here are my 10 favorites: 

  1. They don’t remember when “cut and paste” involved scissors.
  2. They never had the fun of being thrown into the back of a station wagon with six others.
  3. “Whatever” is not part of a question but an expression of sullen rebuke.
  4. Dirty dancing has always been acceptable.
  5. Voice mail has always been available.
  6. Snowboarding has always been a popular winter pastime.
  7. The Starship Enterprise has always looked dated.
  8. They are more familiar with Greg Gumbel than with Bryant Gumbel.
  9. Southern fried chicken, prepared with a blend of 11 herbs and spices, has always been available in China.
  10. Philip Morris has always owned Kraft Foods.

The full 50