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Marketing Your Home Listing to Seniors

Written by Posted On Tuesday, 26 May 2020 10:25

Every year, more older Americans enter retirement, and savvy realtors are taking advantage by tailoring their marketing to capture this growing market. And thrown into the mix is a rise in demand, as Boomers battle with Millennials over prime real estate. In short, it's a good time to be marketing your listings to older adults.

 

But marketing to seniors isn’t a one-size-fits-all approach. Older adults aren’t a homogenous group, and there’s a danger in over-generalizing their wants and needs. Like any other consumer group, seniors have different expectations, disposable income levels, and tech skills. And their attitudes, worries, and fears about the future also vary. While some nearing retirement have relaxation on their minds, others are planning their own funerals. So, don’t paint seniors with too broad of a brush when it comes to designing your ad campaigns. 

 

Still, real estate is a numbers game. And recent marketing research can show you the best strategy for appealing to seniors in your listings. Here are a few tips for marketing your properties to seniors that will increase your leads and raise closing rates. 

Highlight Aging in Place Features

One thing you can assume about most retirees is that they're factoring mobility issues into their future home purchase. Most older adults wish to stay in their homes for as long as possible. That is, they want to “age in place.” To be able to do this, their home needs to meet the needs of any future mental or physical decline. In your listings, highlight any features that let buyers age in place. These can be physical aspects of the property as well as location features, like nearby grocery stores.  

 

Given the physical limitations that age brings, older homebuyers prefer single-level dwellings. Homes without stairs or basements means seniors can access every part of their property for longer. Another consideration is yard maintenance. Smaller yards or those with minimal upkeep will catch the eye of a senior faster than sprawling lawns. Promote other features like these:

 

  • Wide hallways
  • Bathtub/shower combos
  • Soft, smooth flooring like linoleum
  • Good sources of natural lighting
  • Grab bar/strong towel racks in the bathroom
  • Low kitchen cabinet design and/or kitchen islands
  • Low crime rates
  • Nearby parks and walking areas
  • Proximity to medical clinics and hospitals

 

But be sensitive while underscoring any aging in place features. Don’t overtly market the property as built for getting old. It could turn off younger buyers looking to buy their final home. Simply mix these features into your usual pitch. Serious home buyers will make the connection themselves.

Focus on Traditional Marketing Techniques

The latest Pew Research on cell phone usage in the U.S. found that 53% of Americans 65+ owned smartphones — a big jump from only five years ago. But that also means 47% of seniors don't have smartphones. So, digital marketing, although effective, still has limits for this demographic. While internet and mobile marketing are powerful, don't limit your efforts to them. Instead, focus on traditional marketing forms, like snail mail and print ads. And here's why.

 

Your ad’s medium says a lot to older home buyers. Many older adults prefer the “real” experience of reading and holding letters, fliers, and newspapers. These contrast the more ephemeral nature of online content. That’s one reason seniors are still the biggest buyers and subscribers to mail-order products and services. So snail mail campaigns and local print ads are effective at getting your listing in front of seniors.

 

But the physical properties of traditional advertising aren’t the only consideration. Seniors prefer newspaper and magazine ads because they trust the publishers. It’s easy to pop up a website to sell something, but print newspapers and magazines represent longevity and consistency. Run ads in newspapers and use their authority to build trust in your own brand.

 

For the ultimate marketing connection to seniors, use a phone. Phone calls to leads are opportunities to build relationships. Use calls to set viewing times or as simple follow-ups. The more personal and face-to-face you can make your marketing, the more you'll appeal to seniors.

Use Facebook Ads

When you do turn to social media to advertise, Facebook is the place to go. For several years now, Facebook has increasingly become the social media choice for those 55 and older. So post your listings on the platform. But also use Facebook ads to run targeted campaigns that generate qualified leads.

 

Start by constructing your “audience”. Who are the people you’re looking to sell to? Do they have a specific income or educational level? What about interests and professions? Maybe your audience lives within a specific physical location or zip code. You can target many personal characteristics like these using Facebook ads.

 

For example, you can create a Facebook audience made up of users nearing retirement (e.g., 55-65) who grew up in your listing area. Or you could retarget an audience who liked, shared, or commented on one of your Facebook posts. These individuals will be further down the sales funnel than your casual social media scroller. Target them with an “Open House” announcement along with more enticing photos of the property.

 

But there’s a right way and a wrong way to serve Facebook ads to seniors. Here are a few dos and don’ts.

 

  • Offer something of value. Like everyone else, seniors don’t want to waste their time. The rule in digital marketing is to “teach, entertain, or inspire” your audience. These are the qualities for engaging content.
  • Clear, engaging pics. To raise engagement, use images that are simple and easily understood. Many seniors find complex images off-putting. Keep it simple.
  • Be straightforward. Don’t assume seniors will share your post or like your page unprompted. Instead, tell them what you want them to do (e.g., "Share my beautiful property with your friends and family").

Advertise Where Seniors Congregate

Advertise your listing anywhere older adults hang out. Start with a general search for “senior groups near me.” The results will get you pointed in the right direction—then you can refine it later. Places like community centers, golf courses, church groups, fitness classes are a good place to start. 

 

Advertising on public transit ads like on buses, subways, or train stations is a smart approach too. Seniors often take advantage of public transportation for its convenience and low cost. And bench ads at parks are effective locations to serve ads for older adults. 

 

But don’t stop with placing impersonal ads or hanging fliers. Get involved, get personal. Sponsor a lecture at a gardening club or host a luncheon at a ballroom dancing class. And go to your high school reunion. There are plenty of older folks looking to relocate back home for retirement. You just might run into a few out-of-towners looking for a property in the area.

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Hilary Thompson

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