Surprisingly few realtors use this technique to attract seniors


When I make presentations to real estate boards and realtor associations across the US and Canada, I ask people in the audience whether they currently offer free, valuable information that’s specifically designed to attract downsizing seniors. In other words, a downsizing lead magnet.

How many do you think answer yes?

It’s 16%.

Keep in mind that this is an audience filled with realtors who are interested in getting more business from seniors.

It’s not because they think it’s a bad idea. It’s because they’ve never thought of doing it before. Or they think it will be too difficult to pull together. Or too expensive.

On the other hand, I know some savvy realtors who have very successfully used a downsizing lead magnet (or magnets) to generate numerous high-quality leads. Which means they’re way ahead of the game.

Just in case you’re wondering, these savvy realtors don’t just serve seniors. They have younger clients as well. They simply recognize the value of using different marketing materials for their seniors niche.

Some of these realtors create their own lead magnet. This requires time and a certain amount of skill.

Others hire someone to create one for them. Not as much time or skill is needed on their part, but it can get expensive.

Still others use a white-label lead magnet, one that’s professionally written and designed but costs far less than one that’s created exclusively for their use. They make it their own by putting their name, photo, and business information on it.

Whichever option they choose, the trick is to make sure the lead magnet offers solid information on downsizing and subtly positions them as an expert on the topic. The lead magnet’s main focus is on educating readers rather than self-promotion.

A good example of a white-label lead magnet designed specifically for this niche is 5 Pro Tips to Downsizing Your Home, a 16-page booklet I developed with a group of realtors who serve seniors.

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Discover how to use a series of educational emails to earn the trust of your current downsizing leads and persuade more of them to become your clients. 

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Written By Paul Cavanagh

Paul is a freelance writer who specializes in real estate marketing for seniors. He also writes marketing materials for businesses in the senior living sector. Trained as an occupational therapist and urban planner, he has over 30 years of experience working with seniors and their families.