Five Innovative Ways to Market Real Estate to Seniors

As our life expectancy increases, older people are
looking to buy and sell houses. Tapping into this demographic is a viable
option for real estate agents who understand what seniors want and need. From
researching current real estate values to making
a connection with boomers, smart strategies help dedicated agents corner this
growing market. Discover five innovative ways to market
real estate to the senior population.

Give Them the Straight Skinny

Seniors come from a generation that mistrusts
colorful language and glowing promises. Older adults want nothing but facts.
Agents must do their research before attempting to work with senior clients.
Put together a recent list of comparable sales in the area to prove current real estate values. Know the neighborhood to properly
advise seniors about purchasing homes near medical facilities, shopping, and
other community venues.

Other areas to research include local senior
housing, reverse mortgages, shared housing, health advocacy services, and
financial planning services. Be prepared to provide a list of connections to
help seniors navigate the current market and make the best possible decisions.
Align yourself with a team of professionals who know how to serve older adults.
Encourage reciprocal referrals to generate more leads in this lucrative niche
market.

Prove Your Worth

Seniors are savvy and don’t want to hear inflated
claims or colorful promises. After generations of being consumers, older adults
want agents to prove their worth. Be prepared to share success stories,
reviews, and references who recognize your expertise. Stay on top of senior
news about health and housing in the area to become known as a valued resource.
Share these updates by sending newsletters – ask if they prefer to receive
updates by text, email, or snail mail. Be sensitive to seniors who are not tech-savvy,
and offer options to appeal to those who embrace technology.

Another way to prove your ability is to become a
Seniors Real Estate Specialist®, a designation offered by the National
Association of Realtors®. Agents must take a two-day course and score a minimum
of 80 percent on the final exam. And, agents who use this distinctive
designation must also become active members of the SRES Council®. Showing
seniors these credentials can help agents connect with more buyers.

Talk Their Language

The image of an older person in a rocking chair is
nothing like the senior consumers of today – in fact, most don’t like to be
called elderly. Active boomers are conscious of their health, appearance, and
mindset. They want to work with people who understand their goals, including
the serious financial and emotional aspects of a move. Are they looking to
downsize? Do they want to move to live closer to the grandkids? Will they want
to age-in-place, so they don’t have to stop living independently? Are they
affluent seniors looking forward to owning a luxury retirement
home
?

Know how older people think and feel. Go beyond the
surface and talk to each client about their goals. And, be well-versed in
common senior concerns. How should seniors approach buying a home when they
receive Social Security and Medicare? Will retirement accounts and pensions
have an impact on the purchase of a house? Seniors are cautious, knowing the
risk of running into fraudsters. Be an authority with information and resources
they can trust – and watch the referrals start coming in.

Stay Connected

Marketing to the
older generation

is different than selling to young consumers. Digital marketing is just a
portion of the marketing focus. Some seniors do not use computers and prefer
simple cell phones. Remember to find ways to stay connected, including
old-school options such as telephone calls and snail-mail. Offer to call weekly
or mail the latest listings to seniors who don’t want to go online.

Always offer modern communication options to
seniors, including email and text updates. Encourage them to go online to view
photos and take virtual tours, which saves time and effort. Show patience and
understanding when older adults ask questions about how to visit a blog or
connect on social media. After the closing, stay in touch with seniors using
their preferred method of communication. Send a housewarming gift, holiday
cards, and a homeowner first-anniversary gift to maintain the connection.
Better Homes and Gardens Real® Estate agents can choose from a variety of
branded swag items for client gifts, including golf accessories and
apparel.

Be Sensitive to the Senior Situation

Each senior has his or her own unique story. Always
be prepared to adapt to the situation and provide the highest level of service.
Some seniors might feel sad about leaving their old home behind. Others may
have legal representatives or adult children who handle their affairs. Mindful
agents earn a coveted spot as senior real estate experts.

Older adults might struggle with finding a home to
move some of their favorite belongings. Trying to fit a lot of things into a
smaller home becomes a stumbling block. Help seniors plan a garage sale or
donate older items to a local charity. Offer contact information for reputable
storage facilities, junk removal services, and moving companies.

To market real estate to seniors, agents need to provide
measurable value and dedicated service. The proof is in the pudding when it
comes to real estate values and agent expertise.
Senior agents who are attentive to the concerns of this demographic will corner
this growing niche.

The post Five Innovative Ways to Market Real Estate to Seniors appeared first on Clean Slate.

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