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

Create a drip campaign for downsizing seniors in 9 easy steps - ebook - real estate marketing

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.

Free tips on writing real estate marketing content for seniors

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:

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

All content offered through this site is authored by Paul Cavanagh, a freelance writer who’s helped hundreds of realtors in the US and Canada market their services to seniors. He also writes marketing materials for businesses in the senior living sector. Trained as an occupational therapist and urban planner, he has more than 30 years of experience working with seniors and their families.

Copyright ©2024 Paul Cavanagh