Targeting Senior Sellers

Are you wondering how to connect to senior home sellers? Real estate agents often struggle with messaging for this demographic. You want to avoid coming across as pushy. However, you know that the market has some incredible opportunities for seniors who are looking for a change. The truth is that helping someone sell a well-loved home is a major responsibility. That's why your marketing strategy for attracting older sellers needs to be earnest. Here's a look at top marketing strategies for real estate agents targeting senior home sellers.

If you already belong to the National Association of Realtors®, consider amping up your credentials to become uniquely qualified to assist senior buyers and sellers. The organization's Seniors Real Estate Specialist® (SRES®) designation equips professionals to help clients over the age of 50 transition into major financial and lifestyle changes. Knowing that you understand the unique needs and considerations of seniors as they decide to list their homes can help you to become trusted and respected in this niche!

The divide in technology use between older and younger Americans that was prevalent just a decade ago is officially gone. Older Americans are embracing technology as a way to stay connected to friends and family. Based on 2024 statistics, Americans aged 55 and up account for roughly 24% of all Facebook users. That means that real estate agents looking to court this demographic have every reason to consider investing in Facebook ads.

Your marketing angle shouldn't focus on what seniors are giving up when they sell. It should be about what comes next! While your goal is to help your seller sell their home quickly for asking price or above, it's also important to help your client get in the right mental space to make a transition. Get them excited about the fact that selling their home can help them to enjoy a much more convenient, free life. Here are some sample taglines that capture the spirit of the "next chapter" for seniors:

• Overwhelmed by homeownership? Let's write your next chapter for easy living!
• Ready to downsize to a home that's easier to manage? Let's discuss your exciting options!
• It's a great time to sell your house! If you're ready to pivot to a more manageable lifestyle, I'm here to help you get the top price for your home.

Even "seller's" agents need to be educated about potential living options for their sellers after closing. That's why it's a great idea to spend time becoming familiar with local options for seniors who are selling their homes specifically because homeownership has become overwhelming. Spend time getting to know the landscape at local 55+ communities or highly rated assisted living communities. Your familiarity with these options will help to fortify the trust that your clients have in you. Your ability to answer their questions about new living options can provide comfort and peace of mind as they make challenging decisions.

There's no doubt that today's seniors are active online. That's why skipping digital marketing isn't an option with this demographic if you want to do strong numbers. However, the "impersonal" touch of digital marketing should be balanced with some traditional interactions. Consider hosting local events that provide seniors in your market with the opportunity to "talk" with a real estate agent in a pressure-free, highly informative setting. Here's some inspiration:

• Host "coffee with a real estate agent" mornings at a local coffee shop. Ask the owner or manager if they would be open to letting you take up a table one morning a month for an informal meet-and-greet opportunity. You can show up with some recent examples of homes you've sold to let seniors get an idea of what's possible when they list with you. This is a great opportunity to build rapport and get your business cards in the hands of local seniors.
• Book a venue for a seminar. Consider hosting an event that's open to local senior citizens who would like to learn more about the process of selling a home, what's in it for them, and what you can offer that other agents can't offer!
• Set up a booth at a local fair or expo that provides seniors with important information about selling.

Not every senior who attends an event or interacts with you is going to list their home. This is more of a "slow burn" approach that simply lets you become highly visible as a local expert in helping seniors to sell their homes. Of course, the odds are pretty high that at least one person who gets a chance to speak with you will be converted into a listing client!

Neighborhoods in your target market are filled with "empty nesters" who have been holding on to their four-bedroom homes for many years. They may be at a point where health challenges, a desire to take on less responsibility, or rising property taxes and maintenance costs have made them start to wonder if selling would be smart. What if the answer suddenly appeared in their mailbox one day? A simple mailing campaign that shows seniors what the average home is selling for in their area could be the tipping point!

Becoming the go-to real estate agent for seniors in your area comes down to compassion and competence. Seniors don't want to feel like they are being pushed into a decision. They simply want to feel like there's a trusted local expert who is willing to answer their questions and help them make sense of their options. That's why tender, enthusiastic messaging is important regardless of which medium you choose for carrying your marketing message!