empty nesters

Is TikTok a Good Place for Real Estate Agents to Market for More Listings?

May 16, 2023

In real estate, as in other businesses, it’s important to remember that you need to know who your “audience” consists of if you ever hope to effectively target them with your marketing. Many agents target “anyone who is breathing,” and that’s understandable.

It was how they generated leads as a newbie. They had little other choice. But, think back to those days. That type of marketing is not only expensive but time-consuming as well.

As we grow into our business, we know better than to shoot arrows and hope something sticks. Target marketing is far saner and more efficient.

Who is your audience on social media? It depends a great deal on the platform, first. Some are chock-full of folks you should be reaching out to, while others simply waste time and effort.

It’s time to update our social media recommendations for real estate agents, and we begin with TikTok.

First, let’s nail down your target audience

While it was somewhat lucrative to target first-time buyers in the past, you may want to change your strategy this year. They made up only 26% of last year’s real estate consumers, which is a huge drop from the previous year’s 34%, according to the folks at the NAR.

With the country’s current wonky economy, don’t look for that number to improve this year.

If you plan on sticking with the first-timers, you’ll be targeting folks in their mid-to-late 30s (NAR calls the 36-year-old “The typical first-time buyer.”)

Repeat buyers are always worth an agent’s consideration because of the very real chance that they also have a home to sell. This target’s age is 59 years.

Your largest buyer pool will be the baby boomers, who comprise 39% of all buyers. Millennials have dropped to 28% of the pool.

Finally, if you’re after listings, stick with older Gen X folks and baby boomers. “The typical home seller was 60 years old,” according to the NAR.

When it comes to social media marketing, spend your time on platforms with the robust participation of baby boomers (folks age 59 to 77).

Does that include TikTok?

Not at all. Let’s take a look at who hangs out on TikTok.

According to the platform’s survey of its users:

80 million Americans are “active users” of TikTok.
The largest share of these users (60%) are age 16 to 24. “80% are between the ages 16-34.”
Although Gen X (age 47-58 in 2023) “is highly active on social media … less than 5% of them are on TikTok,” according to digital content provider Gitnux.com.
Baby boomers are almost invisible on the platform. Those who are age 55+ make up 5.1% of users. Throw in the next youngest demographic (age 45-54), and that number nudges up to about 13%, according to Oberlo.com.

Your TikTok takeaway

Unless you love hanging out there, we believe other platforms are far more worth your marketing time and effort (Facebook is one).

Wherever you decide to market on social media, remember that your post needs to be relevant to your target audience.

Check back soon when we look at Instagram and whether it’s worth your marketing time and energy.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

2. The Free 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

3. The Free Interactive Real Estate Business Plan

The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals. – Click Here

4. The 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

Hey Listing Agents: Go after these BUYERS

Oct 25, 2021

Millennials and baby boomers own the real estate market. While the former comprises the largest buyer pool (37%), the latter comes in quite close, at 32%, according to NAR’s 2021 Generational Trend report.

The problem with agents being so hyper-focused on millennials is that few have homes to sell. In fact, only 22% of them are sellers.

Boomers, on the other hand, are large and in charge of the seller’s market, owning 32% of it, right behind them, however, is that forgotten generation, Gen X.

While many veteran listing agents typically don’t actively pursue buyers, it may be time to change your strategy.

Members of Generation X, (age 45 to 56) are among the most likely to consider selling and for several reasons. Chief among them is to find a home that better fits their new normal: no more commute, working from home, homeschooling kids, and finding a large home so Mom and Dad can move in.

Gen X is in the house

While baby boomers hold the most money, Gen Xers earn the most of all living generations. They lost a lot during the recession – more than any other group. But, they’re currently the only generation to reclaim all the money lost.

Here’s what our research has turned up about Gen X’s home shopping wish list:

Most want a single-family home, single-story, 3 or 4 bedrooms, 2,315 square feet of living space or more.
The top 3 features on the wish list include exterior lighting, a laundry room, and Energy Star® rated appliances.
They crave extra storage space and room for a “relaxed” home office.
They care more about the home’s features than the neighborhood.

If you list a home that fits this description, hold it open, at least virtually, and laser-target Gen X buyers because the chances are good that they’ll be visiting or viewing.

How to reach these buyer/sellers

Chances are good this cohort has a house to sell as well, so targeting them is a brilliant strategy.

Suggest that the homeowners create some obvious storage solutions in the garage and stage them just enough to show that they truly are storage solutions. In other words, don’t pack them full of stuff.

If clients are replacing any appliances, convince them to go with Energy Star® certified appliances.

When staging the home, ensure that your clients’ laundry room looks amazing. You’ll find brilliant tips at:

If the home would work as a multi-generational home, let buyers know that up front, in your listing description and other marketing materials. Gen X is the largest cohort seeking these homes and their numbers grow every year.

As the generation most likely to have children younger than 18 living in the home, Gen X also craves space for the youngins.

This is why they’re the generation purchasing the largest and second most expensive homes.

Finally, if you sell real estate in the following cities (listed in order of popularity, most popular first), you’d be crazy not to target Gen X. These cities are getting the most searches from this generation, according to Lending Tree research:

Memphis, Tennessee
Jacksonville, Florida
Atlanta, Georgia
Washington, D.C
Orlando Florida

Are you ready to go after a specific generational niche? If so, create your targeted list HERE, then launch a scheduled Campaign in just minutes.

The Call to Action postcard campaign is the perfect direct mail marketing tool to get prospects reaching out to you. And, right now, get 10% off Call To Action Campaigns.

Shown above: Call to Action postcard campaign, available in the FARM campaign section. Learn More, **HERE**.

HOW TO LAUNCH A CALL TO ACTION CAMPAIGN.

Hit the “CLICK HERE” link, below (from a desktop or laptop computer) and choose the Call to Action Series.

USE PROMO CODE: ACTION10 to get 10% off the first month of a Call to Action Campaign.

Schedule a Call to Action postcard campaign, now, CLICK HERE!

This sale expires on 10/30/21. Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…below are some helpful tools to support your success.

1. The Free 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

2. The Free Interactive Real Estate Business Plan

3. The Automated Way to Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

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The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

5. The Become a Listing Legend Free eBook

6. 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

7. The Free Real Estate Marketing Guide “CRUSH IT”

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The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

Multiply Your Sales by Going After Empty Nesters

Mar 11, 2021

Is there a better bang for your buck than using your marketing dollars to go after empty nesters? You get to sell their home, then help them find the ideal new downsized home.

It’s the perfect two-for-one deal.

The highest ROI empty nesters

The most prosperous empty nesters to go after are age 55 years and older, according to Esri, a leading mapping and location analytics platform.

This places them among the eldest of Gen Xers (age 44 to 55 this year).

This age group and younger baby boomers combine to create the primary target in this niche. This group, by the way, is responsible for nearly half of all listings, according to NAR’s 2020 Generational Trends report.

The Gen Xers among the group earn, on average, about $101,000 per year. They make up 23% of the seller’s pool and for 83%, this isn’t their first time selling a home.

The average net worth of baby boomer households is $1.2 million, according to Hillary Hoffower of BusinessInsider.com. Nearly 40% of them say that they’ll sell when the last child leaves the home, while 55% plan on waiting until they retire, according to EscapeHomes.com.

How and where to reach them

In the current real estate market, the best plan of attack is a targeted prospect list and an Empty Nest scheduled campaign. The average American’s attention span is a lot longer right now and the mail is something they’re actually paying attention to.

To support your campaign, ensure that your real estate website is up to snuff. Gen Xers, especially, seek social proof before they’ll work with someone.

Aside from a dedicated testimonials page, sprinkle testimonials throughout the site.

*Empty Nest Downsizing*, Direct Response Report

This generation also values authenticity so avoid a heavy sales spiel.

“Generation X has a keen eye for BS and can spot a sham or dishonesty a mile away most of the time,” Nate Masterson, marketing manager for Maple Holistics in New Jersey tells the NFIB’s, Karen Sams.

Younger boomers crave useful information, so ensure your website has lots of it.

Online, you’ll find your target audience primarily on Facebook. Eighty-eight percent of Gen Xers check their Facebook feed at least once a day and boomers rarely visit any other social media platform.

In fact, according to Pew Research, “Facebook is by far the most popular social media site for this age group.”

Write compelling blog posts of interest to both groups and then repost them on Facebook. Consider running contests to gain more organic results. You can find contest ideas at EasyPromosApp.com.

Niching your business is always a sure path to success. Choose a niche and work it consistently. This is the ideal time of year to consider the empty nesters.

Hurry! FARM Empty Nest Scheduled Campaigns are on sale 10% OFF the first month for ONLY 3 MORE DAYS! (sale ends 3/13/21).

Launch a FARM, Empty Nest Scheduled Campaign, **HERE**

TO LAUNCH A FARM CAMPAIGN:

STEP ONE: Create your prospect list using the MapMyMail tool or Demographic Search tool, click HERE.

STEP TWO: Then, click on “FARM” on the Campaign page and follow the prompts, HERE.

And, remember, with Scheduled Campaigns, YOU DON’T PAY until the mailing goes out (cancel or change up until the night before mailing).

Hit “CLICK HERE”, below, to get started on your FARM Scheduled Campaign (from a desktop or laptop computer).

Launch a FARM Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

Struggling in real estate? Try breaking away from the herd

Sep 28, 2020

Never will you find a cardiac surgeon dispensing advice about gynecological problems. Nor will you likely find blog posts on pet websites counseling readers about DIY home projects.

Yet, many real estate agents have the notion that they can be everything to everyone. Those that typically sell single-family homes think nothing of listing a condo. Those that list mobile homes don’t hesitate to take on a luxury home listing.

While this may be ok for your bottom line, it does a real disservice to real estate consumers. In all other professions they have a choice of specialists.

They can consult a divorce attorney instead of a bankruptcy lawyer. When they need a root canal, they see an endodontist not an orthodontist and they can take their Porsche to a mechanic who specializes in them.

Remaining a real estate generalist is easier. It’s safer. After all, you don’t want to miss out on even one deal by narrowing your business focus, right?

What’s unique about that?

It’s unfortunate so many real estate agents harbor a reluctance to break away from the herd. The truth is, however, if you always follow the leader you will always be behind.

Then, there’s that lump in the gut when you think of closing off your business to some parts of the real estate industry and narrowing your focus to only one or two specialties.

This move away from being “a jack-of-all-trades but the master of none” is necessary if you’re to become the best in the market in your niche.

Seth Godin, blogging master and best-selling author, suggests that real estate agents should consider “micro-specialization.”

Choose a niche and work to dominate it.

Step away from the Herd

“… you’re either the best in the world (where ‘world’ can be a tiny slice of the environment) or you’re invisible,” Godin continues.

He says that to become “visible,” requires “… being Draconian in your choices. No, you can’t also do a little of this or a little of that. Best in your world means burning your other bridges and obsessing,” Godin says.

Scary thought, right?

Let’s look at a scenario:

You’re an agent in Las Vegas, chasing after every lead that comes your way – single family homes, duplexes, condos, whatever, you’ll take it. Your website even proclaims as much – “I can help you will all your real estate needs!”

If you consider yourself the average agent, you make about $45,610 a year, give or take a few dollars, according to Daniel Bortz at Realtor.com.

Suppose you decide to step away from being “average” and that you will specialize in listing and selling high-rise condos. Last year, 607 Las Vegas high rise condo units sold, with an average sales price of $598,728. This represents a commission of about $17,962 per side (based on 6 percent total commission).

As a generalist, how many of these condos would you have listed or sold? Be honest. The average Las Vegas agent was lucky to have listed one or two in an entire year.

The specialist that targets the high-rise condo market with a laser-like focus and dominates the brand as the niche expert in the area increases his or her chances of taking more than a handful of those sides from other agents.

Let’s be conservative and say that you only close one of these condo-deals a month. Even on a 50/50 broker split, you’d be making nearly $9,000 a month in GCI, give or take a few dollars and nearly $108,000 a year – almost three times what the average agent in the Las Vegas Valley brings home.

Remember, our scenario is based on conservative estimates. Your mileage may be a lot better.

The bonus is that the more you enforce your condo-specialist brand, the more condo leads you’ll get and folks that want to buy or sell high-rise condos will seek you out.

Imagine selling 5 of these condos a month.

If you’ve been casting as wide a net as possible in the hope of reeling in the maximum number of leads, consider setting yourself apart from other agents by claiming a niche and dominating it.

Send the Tired of Being a Landlord postcard from the Absentee Owner Series to a targeted list of Absentee Owners in your area.

Need help targeting a specific niche of buyers or sellers? Use our Demographic Search 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 some helpful resources we’ve made available to support your success.

1. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

2. The Free Real Estate Mailing List Guide

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

This image has an empty alt attribute; its file name is 2020-Planner-3D-999x1024.jpg

4. The Free One-Page Real Estate Business Plan

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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. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

Ride the “Silver Tsunami” of Baby Boomers

Jun 24, 2020

COVID-19 has changed much of what used to be considered “normal life.” In cities that have relaxed restrictions, dining out may involve having your temperature taken at the door. Shopping may require that you wear a mask and follow arrows pasted on the floor, directing traffic.

The future is at the top of many minds. Even if the world recovers from this pandemic, and gets back to normal (or something close to it), the lessons we’ve learned will be forever ingrained in our consciousness.

Home, family, taking care of our health – have all become even more important.

While the real estate market appears to be very much like it was before the pandemic’s outbreak, with low interest rates luring buyers into the market and home values holding steady, attitudes of real estate consumers have changed.

We are told to expect an exodus from the cities to the ‘burbs and perhaps even rural areas. The downsizing craze is over, we’re told, and homebuyers want more square footage. Outdoor spaces and specialty rooms (office, gym, etc.) are on the lists of those buyers who can demand them.

Most of all, many Americans who were isolated by distance from family during the lockdown, crave closeness.

*Life Event Series, Changing Needs* postcard

Especially older Americans and most especially those who live alone.

While one of the primary reasons baby boomers sell their homes is so that they can move closer to their adult children or friends (23.5% according to the NAR), we think the social distancing we’ve endured will see many, many more choosing this option.

Boomers in the real estate market

Older homeowners naturally have more equity in their homes, according to NAR’s 2020 Generational Trends report. The average equity earned of sellers age 22 to 54 is nearly $45,000. Baby boomer sellers, on the other hand, have, on average, $74,300 in equity.

The homes they will sell have at least three bedrooms and 2 bathrooms (many, however, boast three bathrooms). While on the market, boomer homes experienced far fewer price reductions than the homes of younger sellers.

More than one-fourth of younger boomers have lived in their homes for 21 years or longer, while 35% of older boomers can say the same.

Younger boomers who purchased another home after selling their current home chose a slightly smaller home, while older boomers, on average, chose slightly larger homes.

Finally, baby boomers make up nearly half (46%) of the seller’s market.

How to reach this group of home sellers

Boomers love YouTube. But, before you race out to create real estate videos for this demographic you need to understand that they probably won’t watch them.

Their use of YouTube is as a sort of TV-on-demand platform. According to data from Think with Google, the most-watched categories by boomers include “… entertainment, music, and news.”

The best way to reach this cohort and engage with them is on Facebook. Pursuing organic reach, however, may be futile, according to BigCommerce.com.

*Life Event Series, New Memories* postcard

“With organic Facebook reach hovering somewhere between two and four percent, many brands struggle to gain impressions and engagement on the platform,” according to the site’s Ethan Giffen.

The solution, he says, is Facebook ads. Yes, they cost money. But it’s one very effective way to reach the group that has a higher net worth, is most likely to want to move and sells more homes than any other.

OK, so maybe Facebook ads are a bit pricey for your budget right now. Consider direct mail as a budget-friendly, highly effective alternative.

This is a generation who grew up with mail as a major form of communication to friends and family. They still enjoy receiving mail and are more likely to read what they receive than the younger generations.

But you need the right message

To send the right message requires that you know your audience. Earlier we gave you a bit of insight into their real estate habits. But to effectively market to the group requires digging deeper. Baby boomers, by and large are:

Active
More internet savvy than they’re given credit for
Independent
Not “old”

In fact, dump the word “senior” when referring to this group. Use “baby boomer” or “older American” if you must. While not all are offended by the term “senior citizen,” many are.

Overall, they value useful information. This might include local market activity, a CMA, news on mortgage rates and helpful home maintenance tips.

Get to know baby boomers’ interests by visiting aarp.org, nextavenue.org, and everythingzoomer.com.

*Life Event Series, Time For Play* postcard

Send the Time For Play postcard from the Life Event Series to your Baby Boomer Prospect List.

Need help targeting this specific niche of sellers? Use our Demographic Search 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 some Free resources we’ve made available to support your success.

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

What real estate agents can learn from hospitality workers

Jan 8, 2020

Ellen DeGeneres, Alexandria Ocasio-Cortez, Lady Gaga. There is something oddly similar about those three. Love them or despise them, they all have great-big personalities.

And, they were all, at one time, employed in the food and beverage industry (DeGeneres and Ocasio-Cortez bartended and Lady Gaga waited tables).

If you’ve ever worked in the hospitality industry, you know that there is a direct correlation between building rapport with your customers and your tip income.

After all, do you tip the grumpy waitress, the bartender who ignores you or the bouncer who makes you wait until the “important” people are let into the club?

Like real estate, many of the jobs in these industries have a low bar of entry. Let’s face it, waiting tables is easy to learn. Waiting for them with elegance, with class and with customer service top-of-mind is a bit harder.

The House Feeling a Little Empty postcard is available under the Life Event Series in the Postcard section.

Being personable leads to the bigger bucks

Even the bartender who mixes a mean Manhattan won’t build a following without a bit of personality. It’s the same in real estate.

An agent can have an expert-level understanding of contracts and marketing but, without the ability to build rapport, will fail to build a referral base. Without that, he or she will be forever chasing after new business.

Think about the waiters and waitresses you’ve over-tipped – it was their personality, their ability to interact that compelled your generosity, right?

Sure, you can be a ho-hum agent, do the minimum required and still make as much on a transaction as an agent who goes above and beyond in providing customer service.

And, if you don’t want or need repeat business and referrals, go ahead and be that agent otherwise read on.

The approach

“When greeting a guest I always approach the table with a smile,” Jenna Paul, server and assistant general manager of The Peached Tortilla in Austin Texas tells Jane Ko at Seasoned.co.

Sounds simple, doesn’t it? But the advice also applies to real estate agents. Whether you’re knocking on doors, schmoozing at community events or greeting who you hope will be your next listing client, a smile is imperative.

Smiling puts a potential client at ease and builds that first step toward genuine rapport. “People like that warm and inviting welcome,” says Chance Ramsey, assistant general manager at Contigo, also in Austin.

Step two to blissful rapport

“Don’t worry – he’s one of us.” You know that feeling you get when you’re sure you’ve just met a like-minded individual and everything clicks?

My “one of us” may be vastly different than yours. But we know, instinctually, whether or not someone is like us or not like us.

The Ready to Sell the Lawnmower postcard is available under the Life Event Series in the Postcard section.

“Rapport is established by creating a common ground with your guests that enable them to put you in the “like me” category,” David Hayden explains to food and beverage employees at TipsSquared.com.

He goes on to explain that being perceived as one of your potential clients’ “good guys (or gals)” … “puts them at ease” and builds trust.

So, how do you become a member of their tribe? Consider mirroring. Tony Robbins suggests that mirroring is the ideal technique to help you learn something new, be it a new habit or strategy.

Author, trainer and business speaker Jeff Mowatt, takes it a step further by applying the technique to building rapport in sales and uses food and beverage workers trained in the technique, as examples.

“Match your customer’s style,” he begins. “Pay attention to how your customer prefers to communicate and get in step. Does your customer prefer to get right down to business, or warm up by engaging in small talk?”

“If your customer talks quickly and loudly, make an effort to match that energy,” and “if the other person talks softly, then you talk more softy,” he suggests.

“If they lean forward, then you lean forward … In other words, you ‘mirror’ the other person’s tone of voice and body language.”

Think about DeGeneres today. Aside from the big, bold personality, she’s someone with whom people connect. The same can be said for another one-time hospitality worker, Jorge Mario Bergoglio.

A one-time nightclub bouncer in Buenos Aires, he is known today as Pope Francis. “The People’s Pope,” to many, he has made it his mission to build rapport across the globe.

Being personable in the hospitality industry leads to immediate gratification in the form of higher tips.

The Want More Time for Play postcard is available under the Life Event Series in the Postcard section.

In real estate, the gratification is delayed. But, when it comes, it pays off in big bucks.

Go after the Empty Nest niche market by sending the Want More Time for Play postcard from the Life Event Series.

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. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

2. The Free One-Page Real Estate Business Plan – NEW 2020!

3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT”

The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

5. The Free Online ROI Calculator

Capture the Baby Boomer Market – Here’s How

May 7, 2019

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.

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!

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

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5. The Free Online ROI Calculator

Avoid these 4 common real estate agent marketing mistakes

Marketing Success

Jan 21, 2019

Turn on the marketing “light bulb”

It’s a safe bet that the percentage of real estate agents who come from a background in marketing is quite small. Therefore, it’s understandable that marketing can be a challenge.

Fortunately, learning by example is an effective way to overcome this lack of knowledge. Let’s take a look at the following four common real estate marketing blunders so that you can avoid making them in the future.

Marketing Mistake 1: The lack of a plan

Planning isn’t as interesting or fulfilling as doing almost all things in life. So, we get it that creating a marketing plan isn’t something you put at the top of your to-do list.

But, that’s marketing mistake number one. Just as you caution your buying clients to enter the process prepared, with a plan, so too should you, when marketing your business.

Even a rudimentary plan can help keep you on track and on budget, but the more detailed the plan, the better it will perform.

The Real Estate Marketing Planner Free Download

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Marketing Mistake 2: Not understanding where the money is

One of the biggest myths about homebuyers is that the largest group of them are first-time buyers.

You’ll find this misinformation online on agent websites, sites trying to sell stuff to agents and even news stories.

“ … the majority of people looking to purchase a new home are first-time buyers.”

NAR tells us that first-timers make up only 33 percent of all homebuyers (and that number is down from the previous year). Therefore, diversify your marketing dollars to include target markets in addition to first-time home buyers. Some of the other top target markets include Baby Boomers, Move-Up Market, Lifestyle & Interests, Empty Nesters, High-Income Consumers, and Investors.

Notify the move-up market to turn to you for help. (Available in the Move-Up Market postcards section)

Marketing Mistake 3: And who are they?

NAR breaks buyers and sellers into generations and Gen X (born 1965 to 1976), according to the association, makes up the largest home seller pool at 27 percent.

In reality, baby boomers (between the ages of 54 and 72) in the market far exceed that number, at 43 percent. NAR, however, cuts the generation in half, making it appear to be a smaller group of consumers.

But, since both generations own homes and are likely to move, a smart agent will target both.

When you understand where the money is, and vow to strategically target those with it, everything else marketing-related, from the social media platforms you utilize to your content, falls into place.

Marketing Mistake 4: Going it alone

Assist an Empty Nester Achieve an Important Transition (Available in the Life Event postcard section)

Marketing involves a whole host of talents that most real estate agents don’t possess. Sure, you may be an ace photographer or may have studied graphic arts in college, but an agent who has all of what it takes to market his or her business would be a rarity, indeed.

There’s not a thing wrong with outsourcing your marketing needs, be it from the creative side (writing, photographing, videography, etc.) or the hands-on side (managing bulk or email lists, website work and social media management) or the design side by trusting in an industry marketing expert like ProspectsPLUS! for all of your real estate marketing materials.

Your job is to generate the leads required to make deals. Save time and frustration by hiring experts for the rest of the work including turning to industry expert marketers, such as ourselves, for marketing materials that speak specifically to the market you are targeting.

We understand the possible fear of committing the appropriate budget for this important area of your business. First, outsourcing marketing tasks is tax deductible (as are marketing materials). Second, it frees up more of your time which, in turn, means you’ll be working more on the money-making activities.

Offer decision-making assistance to baby boomers (Available in the Life Event postcards section)

Time for you to go after the “current” largest target market, Baby Boomers!

Send at least 100 Downsizing, Retiring Soon postcards from the Life Event Series to an area where you want more listings.

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 4 free ways we can help you have an INVINCIBLE 2019!

1. Become a Listing Legend Free eBook

2. The Free One-Page Real Estate Business Plan

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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

4. The Free Online ROI Calculator

Also…check out these game-changing tools!

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