Poor, poor Gen X. No one seems to care about them, especially when we’re talking about apartments. It’s all, “What Do Millennials Want in an Apartment?” or “How to Attract Millennial Renters” or “Millennials: Tips to Easily Snag One Using Just a Smart Phone, a Beard and Some Artisanal ‘Bean-to-Bar’ $20 Chocolate That Really Tastes No Different From a Hershey Bar.”

(PS—That’s not to say these articles aren’t informative. Here’s a great one on MHN.)

And when people aren’t talking about Millennials (which is rare), they’re talking about Boomers and how they’re downsizing and renting again. Even Gen Z, those up-and-coming renters, are getting a piece of the action. After all, if someone can crack the code about what Gen Z will look for in an apartment, then they can start target marketing, start upgrading apartments or build them their perfect communities from the ground up so it’s ready when those kids come of renting age.

But what about Gen X?

Look, we get it. Millennials are the age group most likely to rent right now, so it makes sense that apartment marketers would gear their ads to them. And with the rapidly changing technology, today’s renter wants different things than renters in the past.

But, could we be ignoring a potentially huge market of untapped renters in the process? After all, it is projected that by 2028 there will be 64.6 million Gen Xers, according to Pew Research. How come these 35-50 year olds get no love—or marketing—in the apartment industry?

Click here for the entire blog: What About Gen X?