Some of the REALTORS I work with have a hard time articulating what sets them apart, even when they have an SRES (in the US and Canada) or ASA (in Canada) designation. Yes, they know they’re different from other REALTORS who are more focused on the sale and less focused on the special needs of downsizing seniors. They just don’t quite know how to explain that difference in a clear and succinct way.
Whether I’m coaching them during a one-on-one session or as part of my Messaging That Attracts Downsizing Seniors course, I get them to answer a series of questions to help them tap into what makes them special. After they answer these questions, they’re in a much better position to describe what they have to offer downsizing seniors that’s unique and valuable.
Here are a few of the questions I ask:
- What personal and/or professional experience helps you relate to what the seniors you serve (or their adult children) are going through?
- Why did you choose to focus on serving seniors as a REALTOR?
- Tell a story about how you helped a particular senior.
I ask other questions too, but these are good ones to start with. Try answering them yourself.
Question 1 goes beyond ASA or SRES credentials. It asks you to list various experiences that have given you insight into what downsizing seniors are going through. That might include work experiences you’ve had as a REALTOR or in some other job. Or maybe you’ve helped an aging parent. Or you’re old enough to have downsized yourself. These experiences are gold, so don’t be afraid to mine them.
Question 2 speaks to motivation. You didn’t have to develop a focus on seniors. It can take a lot more effort and patience to serve seniors, especially ones who are older or in poor health. So, why did you choose to serve them? You must get some satisfaction out of doing it. What is it? Where does it come from? Unpacking this can help you be more authentic in your messaging.
I like asking Question 3 because some REALTORS I work with have a hard time describing how they make their senior clients’ lives better. But when I ask them to tell me a story of how they’ve helped one particular client, pearls start spilling out. Quickly writing down a story like this can help you uncover important aspects of what you do that ordinary REALTORS are less likely to take on… and that make a big difference for the seniors you serve.
Of course, translating the answers to these questions into a compelling description of your services is the next challenge.
Over the past 4 weeks, we’ve covered a lot:
Week 1 was about creating marketing materials that raise problem-awareness among downsizing seniors so that they can recognize your value as a specialist REALTOR.
Week 2 was about how to share messaging and educational content that’s specific to downsizing seniors even when they’re not the only clients you serve.
Week 3 was about how your writing voice influences whether downsizing seniors – and your other clients – get to know, like, and trust you.
And of course this week was about questions you can ask yourself that will help you describe what you offer downsizing seniors that’s unique and valuable.
Getting support to take the next step
I hope you’ve been able to take away some useful lessons. But don’t get down on yourself if you’re having some trouble applying these lessons to your own marketing efforts. Translating knowledge into action isn’t always easy. That’s where a little extra guidance can help.
Right now, I’m offering a free 30-minute coaching call. During this one-on-one session, I’ll help you plot out next steps to get your messaging calibrated for downsizing seniors.
In the meantime, feel free to drop me a line if you have any questions.