Reaching Your Target Audience: Senior Citizens

In recent years, more real estate professionals are considering expansion into the real estate market. And with over 20% of the population in the 50+ age range, marketing to seniors could mean a big boost to your business. As with any prospective client, your strategy and consistency need to be on point. If you’re looking to market yourself to an older clientele, consider the following advice.

Don’t Give Up On The Internet
The idea that Facebook is out of the question for grandparents will lead you in the wrong direction! In fact, 26% of Facebook users are 50 or older, with half of those being older than 60. Even more importantly, when you are marketing to senior citizens, you may want to be reaching their children, and another 16% of Facebook users are ages 40-49. Consider sponsored posts and ads to build your following and emphasize your interest in helping the older generation buy and sell.

But Mail Is Still Your Friend
Research shows that about half of senior citizens prefer television and print media to receive their news and information. Direct mail listings will allow you to reach your target demographic and give your prospective clients information on the retirement neighborhoods and communities in their specific area. Aside from bulk mail, consider purchasing an ad in the newspaper or a magazine that targets seniors.

Not Everyone Is Downsizing
While some older clients may be looking to downsize their home or to move into a retirement community, some are looking to maintain the home and lifestyle they’ve become accustomed to. Others may want to keep enough space in their home for children and grandchildren who come to visit.

Anticipate The Emotions
There are lots of reasons senior citizens may want to move out of their home, and not all of them are happy. Some may be dealing with loss of pride and independence as they move into assisted living, some may be moving after the death of a spouse, and some may be moving at the insistence of adult children. If an adult child is involved, the parent may feel like they are left out of the decision, so make sure to include them in conversation. The process may not be an easy one, so offer kindness, sensitivity, and patience.

SOURCES:
http://www.seniorlivingmag.com/articles/2013/07/why-todays-seniors-are-buying-real-estate
http://themembersedge.blogs.realtor.org/2012/07/11/tips-for-realtors-specializing-in-real-estate-for-senior-citizens/
http://www.streetdirectory.com/travel_guide/64529/real_estate/marketing_to_seniors_in_the_real_estate_market.html