Saturday, May 25, 2019

Lisa Gray

Lisa Gray
162 POSTS 0 COMMENTS
Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.

    Don’t worry Fido’s safe

    You work hard to establish your bona fides as a real estate agent. Hopefully, you work as hard at keeping in touch with past clients and prospective clients.

    So, what happens to the perception of you as an expert when one of these people learns that you’re promoting real estate myths?

    Embarrassing, right?

    Because something sounds as if it should be true doesn’t necessarily mean it is. Homes on busy streets aren’t always worth less than others and a new professional sports stadium in town doesn’t mean property values will explode.

    Today we expose three home value myths that, quite frankly, we thought had been busted a long time ago. Yet, we still find agents writing about them as if they’re reality.

    1. Dead people drag down values

    “Although living near a cemetery doesn’t automatically affect the home’s price, it does have the potential to drive down home prices,” says an unnamed writer at a site that promises to be “your trusted source of information on real estate market news, trends, and advice.”

    The article was updated in January of this year and still contains this erroneous information.

    A 2013 study by Redfin found that “Homes Near Cemeteries Sell for More.” According to Christin Camacho on Redfin’s blog, “. . . on average, homes near cemeteries are slightly smaller, but sell for more per square foot.”

    Those closest to the graveyard (within 500 feet) sold for an average $162 per square foot, while those “located more than 500 yards away sold for $145 per square foot.”

    2.The NFL effect

    It’s easy to assume that property values will increase when a NFL team (or any professional sports team) takes up residence in your town. Especially when the real estate community dangles the team’s move as incentive to homebuyers.

    The most recent example of this is Las Vegas as the new home to not only the Raiders but a brand-new professional hockey team, the Golden Knights.

    Brokers and agents were all over the local news, wringing their hands in glee at how much home values were poised to rise because of pro sports coming to town. This, despite various research studies finding that, overall, the stadiums just don’t correlate to a rise in property value.

    In fact, Trulia’s study concluded that “New stadiums built in the last decade, by and large, have failed to lift the fortunes of nearby neighborhoods.”

    They looked at homes within a 2-mile radius of pro football stadiums across the U.S. Earlier studies by others came to the same conclusion.

    Despite this, agents continue to claim otherwise, with one going so far as to say, on his website, that “housing prices are expected to go up considerably once Las Vegas finishes construction of its stadium.”

    Don’t buy into the hype. It’s simply untrue.


    Related: Is it Appraisal Time? Tricks to Get Top Dollar


     3.Your pets are gonna cost you

    I dare you to find (on an agent’s website) an article about preparing the home for the market that doesn’t warn people about how many homebuyers won’t buy a home that has pets.

    “If you truly want to get top dollar for your house, pay attention to how much you might lose with a dog or cat in residence,” cautions Elizabeth Weintraub at TheBalance.com.

    “Like other forms of home staging, removing extra pet clutter is an important consideration when you are selling your property,” suggests Bill Gassett on his website, MaxRealEstateExposure.com.

    At one time, this was excellent advice. But time marches on, people’s tastes change, and to give 1990s advice in the 21st century doesn’t make much sense.

    If I were an agent, I would tell all of my listing clients to take all those dog toys and other paraphernalia and use them to stage the backyard. Why?

    “Pet owners make up 80 percent of recent home buyers,” according to research from Realtor.com®, released last August.

    Three-quarters of these buyers also claim that they would “would pass on an otherwise-perfect home if it wasn’t right for their animals.”

    Ask to prioritize the features they were looking for in a dog-friendly home:

    • Large yard
    • Any outdoor space
    • Garage
    • Large square footage
    • Dog run
    • Dog-proof or “sturdy” flooring
    • Close proximity to outdoor spaces

    If you have a listing that ticks any of those boxes, be sure to let buyers’ agents know. In fact, why not hold a dog-friendly open house, where buyers can bring their pooches to let them try out the backyard?

    Just a thought.

    The bottom line is that if 80 percent of buyers are pet owners, we think it’s a safe bet that a little doggy smell isn’t going to negatively impact your listings.

    Peak interest with the Determining Market Value postcard (available in the postcard section under the Content Card Series)

    In fact, if your listing has dog friendly features and it’s located in an area of homes whose agents told them to play down their pets’ existence, it may just be worth more.

    Show home owners you know what they’re thinking and get them reaching out for help.
    Send at least 100 Determining the Value of Your Home postcards from the Content Card Series to an area where you want to stir up more listings.
    You might also like:

    Go From Home Showing to Sold in Lightning Speed

    Avoid These 4 Common Real Estate Marketing Mistakes


    Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

    PLUS: When you have time…here are Free killer tools to help your success this year!

    1. Become a Listing Legend Free eBook 

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

     

     

    2. “Get More Listings” Free Online Webinar

     

    “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

     

     

    3. The 12 Month Done-For-You Strategic Marketing Plan

    The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

     

     

    4. The Free One-Page Real Estate Business Plan

    Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

     

     

    5. The Free Online ROI Calculator

    Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

      Get a head start on this booming market

      Statistics suggest that soon we’ll start seeing more older clients, looking to downsize.

      A Trulia study published late last summer found that, in recent years, boomers weren’t downsizing mainly because of a “lack of affordable options” and “a shortage in starter home inventory,” according to HousingWire.com’s Jessica Guerin.

      The market, however, is changing, presenting what just may be perfect conditions for what is being called the “Silver Tsunami.”

      In fact, in early May, Housing Wire published “The 55+ housing market is booming,” and an article about “builder confidence in this sector” reaching an all-time high.

      This year, the youngest baby boomers turn 55 and the oldest in the cohort will celebrate their 73rd birthday.

      If you want to work with boomers, understand them

      It’s a great-big generation with a 20-year spread between the youngest and the oldest. Mention Rod Stewart or McFadden & Whitehead to younger boomers and they’ll flash back to platform shoes and balls of mirrors.

      That’s stuff that is foreign to older boomers. To them, the only music worth listening to came from Bobby Darin, Frankie Avalon and, of course, Elvis.

      Then, there are those in the middle of the generation who grooved to the sounds of the Beach Boys, Beatles, Sam Cooke and the Supremes.

      There’s also a difference in how they view home ownership. The rate for Americans between the ages of 62 and 67 is three times that of those younger, age 56 to 61, according to a Fannie Mae study, citing U.S. Census Bureau statistics.

      Get to know this generation and you’ll not only have a better feel for how to market to them, but how to assist them when it’s time to sell the family home for something smaller.


      Related: Capture the Baby Boomer Market, Here’s How


      Helping them choose their next home

      Emptying their home—divvying up decades of belongings to children and friends—is a lot to think about. In fact, many older home buyers are so focused on the move that they pay far too little attention to the choice of the new home.

      Even if they’re on the younger end of the boomer generation, they’ll need to consider the future and how the home and the location will fit their needs 10 to 20 years from now.

      That’s where you come in. Now is not the time to be Mr. or Ms. Super Agreeable. If you think they’re not considering what they should be, say something.

      For instance, if their preferred location is 50 miles from the nearest hospital or urgent care facility, speak up. Though their health may be fine right now, the chances are good that it won’t be as they age.

      If they’re insisting on a multi-story home, do everything you can to dissuade them. Stairs are brutal on old knees and muscles. And, since we start losing our sense of balance as we age, stairs can also present a terrifying danger.

      Some of the things you, as their agent, should look for when showing them homes include:

      • At least one exterior entry to the home should have no steps.
      • Doorways that are wide enough to accommodate a wheel chair (at least 32 inches), or the ability to widen them.
      • Wide hallways. The National Association of Home builders suggests that, to age in place, the home’s hallways should be a minimum of 36 inches wide.
      • Lots of windows for natural light.

      Sure, there are lots of other things to consider and your clients may need to make changes in the years after moving in.

      Empathize as they empty the nest

      Baby boomers own and occupy 32 million homes. The previously-mentioned Fannie Mae study hints that your most likely downsizing client will be between the ages of 65 and 85. Again, this is a huge, diverse group of people.

      Many, however, will be leaving the home in which they raised their families; a home that is full of memories. The decision to do so must be gut-wrenching for them. Empathy will go a long way when working with these sellers.

      Remember the advantages the move presents:

      • They’ll spend less on home maintenance
      • They’ll spend less on heating and cooling the new home
      • They may end up with a smaller property tax bill, less expensive insurance and lower mortgage payments.

      These are the money-saving and therefore exciting aspects of downsizing that should be reiterated as often as possible to keep the seller looking forward.

      Help make it easier on them

      Remind your downsizing clients that “Rome wasn’t built in a day.” If they’re having trouble sorting through belongings, suggest that they tackle one room at a time. Even one part of a room, such as the closet, will speed up the job.

      Another variation of the “eat-the-elephant-one-bite-at-a-time” theme would be to suggest that they start with paperwork or their collections (books, photos, vacation tchotchkes). If it’s still too overwhelming, point them at the kitchen or bathroom.

      These rooms rarely hold items of sentimental value and they’ll feel as if they’re accomplishing something when they successfully finish.

      Check in with them by phone frequently to find out how they’re getting along and to offer encouragement.

      Specializing in helping older homeowners downsize is the real estate niche of the future. Jump in now to get a head start on the competition.

      Let your downsizing clients know you’re ready to help (available in the postcard section under the Life Event Series)
      Send at least 100 Too Much House postcards from the Life Event Series to an area where you want more listings.
      You might also like:

      Direct Mail Real Estate Marketing Trends for 2019

      A Refresher Course in Attracting New Clients


      Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

      PLUS: When you have time…here are Free killer tools to help your success this year!

      1. Become a Listing Legend Free eBook 

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

       

       

      2. “Get More Listings” Free Online Webinar

       

      “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

       

       

      3. The 12 Month Done-For-You Strategic Marketing Plan

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. – Click Here

       

       

      4. The Free One-Page Real Estate Business Plan

      Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

       

       

      5. The Free Online ROI Calculator

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

        One surprising rule ✔️

        It may seem odd for a company that provides direct mail services to the real estate industry to offer advice to agents about best practices for email. Especially when statistics claim that direct mail is more effective than email marketing.

        But we agreed to set aside this space on our website to offer up the latest real estate marketing advice of all stripes, even if it doesn’t directly sell our products.

        Besides, most successful agents use a multi-pronged marketing approach that includes a mix of different marketing techniques.

        If email is one that you use and you’re not getting the ROI you expected, read on for some tips on how to turn it around.

        There is no such thing as a 100% open rate

        So, wipe that goal from your list.

        “If you want a 100 percent open rate, send one email to your mother,” says Dela Quist, an email pioneer and CEO of Alchemy Worx.

        If your goal is to improve your click-through rate, without depending on Mom, start with what’s “above the fold” in your email message – the subject line.

        That’s the come on – the lure. Head to a magazine stand (yes, they still exist. . .even in supermarkets). Check out which tantalizing blurb on each cover makes you want to purchase the publication so you can learn more.

        The same holds true for blog post headlines – notice what it is about the title that makes you want to read more.

        Your marketing email’s subject line is its “main cover line” (magazine industry lingo), title (in blogging) or headline. Treat it with all the attention it requires. It will make or break your open rate.

        “69% of email recipients report email as spam based solely on the subject line,

        according to OptinMonster.com.

        Think about the last time you wrote a listing description. Your MLS limits the number of words you can use, some more than others. It’s frustrating to fit enticing, compelling text into such a small space, but not impossible.

        Now take that same skill to your email newsletter. With even less space, you’ll need to make the subject line irresistible.

        Ways to deal with the subject line

        Choose the lead story from your newsletter. If the headline isn’t enticing, change it.  “3 steps to beat an investor to win your dream home,” is far more intriguing than “How to win a bidding war.”

        It also includes the numbered list, which many email experts say is a favorite among email recipients.

        Then, ensure that your subject line includes at least one adjective and the more powerful, the better. To understand the psychological punch some adjectives convey, think about restaurant menus.

        For instance, you’re going to order lunch in a diner. Which entree sounds more intriguing?

        • Chicken pot pie
        • Grandma’s flaky chicken pot pie with garden-fresh vegetables.

        For dessert, are you more likely to order “chocolate cake,” or “5-Layer, Espresso-Soaked Chocolate Cake?”

        Need a template?

        “Number or Trigger word + Adjective + Keyword + Promise = Clickable Headline”

        According to an unnamed writer at BlogSiteStudio.com, copywriter and autism specialist Catherine Pascuas claims that “When you’re writing, you want to think about pulling psychological strings. Appeal to each person’s needs, wishes, joys, and sorrows.”

        To do that, she came up with the above formula for headlines.

        • Use either a number or a trigger word, not both. If you choose to use a number, make it odd and reasonable (not more than 9). Trigger words include what, when, how and why.
        • Slip in a powerful adjective or one that describe resolution of a pain point. These include brilliant, incredible, amazing, effortless, easy, painstaking, fun, free, powerful, surprising.
        • Next comes what Pascuas mistakenly calls a “keyword,” and the unnamed writer explains as “rational” [sic]. Neither hit the mark. The word both of them were looking for is “noun,” because the next thing you’ll plug into the formula is the noun that the adjective or trigger word describes (duh).

        These include words such as tips, reasons, shortcuts, facts, mistakes, ideas, ways and secrets.

        • Pascuas final element of the headline formula is “promise,” described as “a value proposition or a dare.” We would add that it might also be a desired outcome or a disaster avoided.

        “5 brilliant ways to ensure you get a home loan.”

        “3 Surprising Shortcuts to Come up with a Down Payment”

        “How to Easily Dispute a Home Appraisal”

        If you publish a lot of list-type blog posts and newsletter articles, you may prefer the following, easier formula, that has made the rounds across the internet as well.

        (odd number) (adjective) (mistakes/tips/insights/shortcuts) for (achieving/avoiding) (desired outcome/disaster)

        And, here it is in action:

        “3 Surprising Tips to Beat the Competition in a Bidding War”

        “5 Easy DIY Projects to Help your Home Sell Quickly”

        “7 Disastrous Mistakes to Avoid when Hiring a Listing Agent”

        Addressing a poor click-through rate starts at the top of your email. Starting with the subject line may just bring you somewhat instant gratification.

        Include the Free Report Offer, “9 Ways to Get More Money in Less Time, with Less Headaches.”  in your next email newsletter to get hands raising.

        You might also like:

        Creative Marketing: Be Daring, Be Memorable

        Avoid These 4 Common Real Estate Agent Marketing Mistakes


        Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

        PLUS: When you have time…here are Free killer tools to help your success this year!

        1. Become a Listing Legend Free eBook 

        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

         

         

        2. “Get More Listings” Free Online Webinar

         

        “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

         

         

        3. The 12 Month Done-For-You Strategic Marketing Plan

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

         

         

        4. The Free One-Page Real Estate Business Plan

        Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

         

         

        5. The Free Online ROI Calculator

        Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

         

          “Successful marlin fishing involves having the right gear, knowing the right fishing tactics and techniques, and being in the right place at the right time,” according to FishermansOutfitter.com.

          The same can be said about anything one is trying to capture, from a mouse or a crook to the perfect photograph and, yes, real estate leads.

          The challenge for many real estate agents attempting to capture leads is that, while they may understand tactics and techniques, they lack the proper gear.

          So, let’s start with that and then get into how to use that “gear” to lure real estate leads on Facebook.

          Mackerel or marlins?

          Real estate agents can learn a lot about lead generation and capture from the fishing world. And, the first step is to determine who it is you’re trying to lure. Gone are the days of agents marketing to “anyone who is breathing.” It’s inefficient and ineffective.

          Who do you want to work with, buyers or sellers? First-time buyers or repeat buyers? Luxury homeowners or condo owners?

          Figuring out what you’re fishing for and then who these people are is key to any marketing strategy, most especially when you’re marketing on Facebook.

          Before you do any further planning, head over to Facebook’s Policies to ensure that your promotion follows the rules.

          Choose your lure

          Watching a video of man- or woman- against marlin, it’s easy to assume that the most challenging part of catching one is the fight. The angler, strapped into a boat’s fighting chair, pumping and reeling, while the huge fish leaps and spins, makes for compelling footage.

          But, “big blue” didn’t just stop by and ask for the fight – he (or she) responded to a lure.

          And, not just any lure. Depending on species and sea conditions, the boat’s captain will choose from an array of lures he or she feels will be most attractive to the fish.

          Premium content might hook them

          Premium content is one way to lure Facebook leads. This type of content is different than what you offer by means of blog posts. It’s “a type of digital content that may be accessed for a fee, and is usually of higher quality or more desirable than free” content, say the folks at Techopedia.com.

          You won’t, however, be charging a fee for your content. You will, on the other hand, ask for information in return.

          And, now that you know who you are “fishing” for, determining the type of content to offer is a whole lot easier.

          Remember, it’s called “premium” content for a reason. It’s higher quality than regular content, longer in length and, as the Techopedia folks say, it’s “exceptionally informative.”

          An ideal type of premium content is a Free Report. Offer Free Reports in person, through direct mail, email and add to your website as a free download in exchange for an email.

          There are a variety of long-form content types from which to choose:
          • A list and in-depth description of down payment assistance programs
          • Infographic
          • Tutorial
          • Ebook
          • In-depth guides, such as city guides, neighborhood guides, buying and selling guides, relocation guides.
          • Reports (basically just 3,000-word articles)
          • Checklist (staging, moving, loan application, etc.)
          • Long articles (at least 3,000 words)

          Get more tips on creating and marketing with premium content at LinkedIn.com.

          Facebook giveaways to lure real estate leads

          A prize giveaway is another way to lure Facebook leads.

          And, make no mistake, what you’re giving away is key to the promotion’s success. “I mean, who’s really going to take the time of day to like, comment on, and share a post when all they stand to gain is a $15 gift card for coffee?” asks Pat Hiban at ActiveRain.com.

          “Almost no one,” he claims. Take the time to carefully consider an item that you’re contemplating giving away. Hiban lists several that worked well for other agents:

          • Family passes to a popular local attraction, such as a waterpark or amusement park.
          • Tickets to a sporting event. Hiban suggests “tickets to a local team’s upcoming game  or even tickets to college games often work.”
          • The latest smartphone

          Or, make the prize appropriate to an upcoming holiday. In 2017, Chattanooga attorneys Warren & Griffin gave away a stainless-steel barbecue grill and threw in a $50 Walmart gift card that the winner could use to purchase the goodies to cook on the new grill.

          Use your favorite graphics program to create compelling Facebook posts to promote the giveaway and ensure that everything steers them to a dedicated squeeze page where you’ll capture their information.

          Facebook’s rules state that users can’t force participants to share, like or follow to be entered for the prize. So, don’t force them. Hiban offers a brilliant alternative:

          “Know someone who needs” a new grill? “Share this giveaway so that they have a chance to win!”

          Get more Facebook giveaway ideas and tips at Wishpond.com and Hootsuite.com.

          Show them you know what’s on their mind (available in the postcard section under Get More Listing Series)
          Another way to generate leads is to send at least 100 Should You Stay or Go postcards from the Get More Listings Series to an area where you want more leads.
          You might also like:

          Agent Facebook Success: Rules of Engagement

          A Refresher Course in Attracting New Clients


          Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

          PLUS: When you have time…here are Free killer tools to help your success this year!

          1. Become a Listing Legend Free eBook 

          Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

           

           

          2. “Get More Listings” Free Online Webinar

           

          “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

           

           

          3. The 12 Month Done-For-You Strategic Marketing Plan

          The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

           

           

          4. The Free One-Page Real Estate Business Plan

          Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

           

           

          5. The Free Online ROI Calculator

          Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

            Twenty-six million, is the number of homes owned by U.S. baby boomers, according to the Bipartisan Policy Center. To put that figure into perspective, consider this: They hold more than half of all owner-occupied homes in the country.

            And, in some cities, that number is even higher.

            The invisible cash cow

            The Baby Boom segment of the population is one that is almost completely ignored by the real estate industry. Yet their combined take-home pay is $2 trillion dollars a year and they can take credit for half of all discretionary spending. That’s not all:

            • They control 70 percent of all wealth in this country
            • Boomers represent half of all credit card use.
            • They own almost 80 percent of all financial assets.
            • They purchase 50 percent of all luxury cars and 73 percent of all hybrid cars sold in the U.S.

            Baby boomers are a generation whose birth spanned the years between 1946 and 1964, according to the U.S. Census Bureau. Currently, boomers range in age from 54 to 72 years old.

            The new and improved baby boomer

            The baby boomer generation has turned everything we used to think about the senior housing market upside down. Gone are the days when the real estate agent that specialized in the niche sold two types of homes: those of the deceased or those of the frail elderly moving into long-term care or other facilities.

            Members of the previous generation, the so-called Silent Generation, are now beyond retirement age and represent those we use to think of when we considered the senior real estate niche.

            Boomers, on the other hand, represent a mixed bag of folks: some are still raising families, many are still working and the older members of the generation, who should be in the early stages of retirement, have, for the most part, decided to postpone retirement and continue working.

            Even more intriguing for the real estate industry, however, is that 41 percent of leading-edge boomers – a group with over $500 billion in spending power, according to Brent Green, author of Marketing to Leading-Edge Baby Boomers – say they will definitely purchase another home.

            Agents considering working with boomers as they buy and sell real estate into their retirement and beyond should understand this segment of the population and what they seek in their new home.

            Alert: Baby Boomers Seeking Homes

            What do boomers want?

            If you want to work with boomers, and you don’t count yourself among them, the first thing to understand is that most of them are not frail and they don’t consider themselves elderly.

            In fact, boomers are far healthier than their predecessors and don’t take kindly to being talked down to and “they will not tolerate typecasting, stereotypes, pandering or ageism,” says Green.

            Assumptions – we all know what they are, right? So, step number one is to throw out all the assumptions you might have about older Americans.

            And if you don’t think the real estate industry has assumptions about this generation, read some posts at ActiveRain: “Baby boomers are still grabbing real estate guides in the grocery store while everyone else is looking online first, researching second and then picking up the phone,” posted an agent old enough to know better.

            Let’s take a sledgehammer to what is arguably the most common myth about this “older” generation: Boomers are tech-averse.

            What these agents and others fail to realize is that “tech” didn’t drop from the sky the day they turned old enough to use it. In fact, we can thank baby boomers for the invention of the PC, mobile phones, and the World Wide Web.

            • It was boomers who invented the Apple II in the 70s, which ushered in the home computing revolution.
            • Today, 53 percent of boomers are on Facebook, according to a recent Nielsen survey: “Introducing Boomers, Marketing’s Most Valuable Generation.”
            • They are five times as likely as the general population to own an iPad or other tablet.
            • Boomers spend more money on technology than members of Gen X and Gen Y, according to Forrester Research.

            Finally, and this one is important if you are considering boomers as a real estate niche: 82 percent of adults age 50 and over use the Internet to research real estate.

            Their ideal home location

            Again, throw all of your preconceived notions out the window. Despite what you might read online, boomers don’t really care how far away the nearest medical facility is and aren’t at all interested in being located on public transportation lines.

            In fact, a full 60 percent of adults 55 years of age and older want a home in the suburbs, in close proximity to walking and jogging trails, according to a survey by the National Association of Home builders (NAHB). Fifty-four percent want a park nearby and half find an outdoor pool attractive.

            Golf communities have fallen out of favor with today’s older Americans but a community fitness center is a hot feature.

            In-demand home features

            Older home buyers overwhelmingly want a single-story home, and most of them are seeking to downsize, in an effort to save money on their ongoing home ownership costs, according to a 2017 study from Bank of America Merrill Lynch.

            Last fall’s Del Webb’s Baby Boomer Survey asked which must-have features boomers want in their next home and here are the top five responses:

            • Multi-car garage with storage
            • Open patio or deck
            • Open floor plan
            • Eat-in kitchen
            • Small and private yard

            From Woodstock to inspiring the World Wide Web, baby boomers have left their mark on the world and will continue to do so. Ignore this huge segment of the population in favor of focusing on young, first-time buyers at your peril.

            Ready to capture the baby boomer market? Send the Too Much House postcard from the Life Event Series to at least 100 baby boomers.

            You might also like:

            Avoid These 4 Common Real Estate Agent Marketing Mistakes

            Customer Service! The Best Gift You Can Give Your Clients & Yourself


            Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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