Marketing strategies
Why a traditional marketing approach may not work with seniors
Most of the seniors you’re trying to attract aren’t looking for a realtor. They assume that the time to contact a realtor is when they’re ready to list their home, and they’re not there yet.
Some may be in the planning stages. Others may still be trying to figure out whether downsizing is for them.
You could wait until they are ready to list their home. But that may be too late. By that point, they may have already chosen a realtor – someone who may not understand the ins-and-outs of downsizing like you do.
That’s why reaching them early on with educational material about downsizing is so important. There’s a greater chance they’ll think of you when they are ready to talk with a realtor.
Attracting seniors with educational material
When you reach out to seniors with helpful information about downsizing you’re doing content marketing. If you’re not familiar with the term, here’s how the Oxford English Dictionary defines it.
content marketing – a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
But here’s the thing. You needn’t limit yourself to doing all your marketing online. Most of the educational material about downsizing available on this website also comes in print-ready form.
Whether you use these materials or create your own, there’s a wide variety of ways to get them in front of your target audience.
You can also use content about downsizing to raise your profile among potential referral sources like retirement communities, senior move managers, healthcare agencies, and financial advisors.
Free content marketing advice
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.
Not sure you want to spend the time writing educational emails or the money getting someone to do it for you? This ebook presents a third option.
Download it for free.
This ebook is chock full of practical insights for real estate agents who serve seniors and write at least some of their own marketing material.
It doesn’t just highlight common errors, it offers pointers on how to avoid them.
Download it for free.
Getting traction with seniors
Here are a few articles you might find useful when marketing to seniors:
Describing what sets you apart from other realtors
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...
Your writing voice and how it can attract clients
Your writing voice has a big influence on whether people will get to know, like, and trust you. Come across as too formal or stiff and you’re likely to turn some people off. I aim for a conversational tone when I’m writing marketing material, whether that’s for...
Helping downsizing seniors recognize your value as a specialist realtor
A lot of downsizing seniors hold off on finding a realtor. They assume that the realtor's only role is to sell their current home (and perhaps find a new one). So, how do you assure people that you’re not going to push them to list their house tomorrow? and that they...
Ready-to-share downsizing advice
Booklets and articles with your branding added
Social media promo packs
To leverage your booklets and articles
Marketing strategies
To attract seniors and referral partners