Earn the Trust of Downsizing Seniors
as a real estate agent in the US or Canada
How to attract seniors who may not even realize they need you
Many of the clients you’re trying to attract think that real estate agents are all pretty much the same. They don’t realize that involving a realtor like you who specializes in serving seniors can make the downsizing process much smoother.
So, how do you get their attention?
Learn how to introduce yourself differently.
Paradoxically, that means talking less about yourself and more about the clients you’re trying to attract.
Not sure what I mean? This excerpt from an interview I did with Nikki Buckelew, CEO and Co-Founder of the Seniors Real Estate Institute, explains:
“It’s important for us to communicate with our target audience in a way they understand and appreciate. People want to get to know us and what makes us the most suited for serving their needs or solving their problems. A perfect place to start is with your professional bio. If you’re like me, you may struggle to talk about yourself in a way that makes sense to the reader. That’s why Paul’s guidance is so helpful. He knows how to make you stand out in a way that people appreciate and understand, and even more importantly, a way that differentiates you from your competitors.”
– Nikki Buckelew, PhD, CEO and Co-Founder, Seniors Real Estate Institute
Offer seniors helpful information about downsizing.
Until you do this, they’ll have a difficult time understanding why they should turn to you for help.
Why a traditional marketing approach may not work with seniors
Most of the seniors you’re trying to attract aren’t looking for a real estate agent. They assume that the time to contact an agent is when they’re ready to list their home, and they’re not there yet.
Some may be in the planning stages. Others may still be trying to figure out whether downsizing is for them.
You could wait until they are ready to list their home. But that may be too late. By that point, they may have already chosen a realtor – someone who may not understand the ins-and-outs of downsizing like you do.
That’s why reaching them early on with educational material about downsizing is so important. There’s a greater chance they’ll think of you when they are ready to talk with a realtor.
Don’t have the time or inclination to create educational materials on downsizing yourself? No problem. I have ready-to-share materials you can use. Beats anything you can generate yourself using AI.
Booklets – branded for you
These attractive, professionally-designed 16-page booklets help you demonstrate your downsizing expertise and generate more leads. You receive the ebook and print-ready version with your branding added.
Written-for-you articles
Each of these articles explores a different topic of interest to seniors who are considering downsizing. Use them to drive traffic to your website or keep your current leads engaged. You receive them as editable Word files.
When Greg Hollander created a Facebook ad offering 5 Pro Tips to Downsizing Your Home as a free download, he got seven or eight leads right off the bat.
The booklet has also won him leads at live events like 55+ lifestyle expos.
When Greg Hollander created a Facebook ad offering 5 Pro Tips to Downsizing Your Home as a free download, he got seven or eight leads right off the bat.
The booklet has also won him leads at live events like 55+ lifestyle expos. “I have a laminated copy at my kiosk,” he says. “People will pick it up. It captures their interest, and they leave me their email address to get an electronic copy.”
He’s also emailed the booklet to existing leads. It’s prompted many of them to reach out to him.
On top of all that, Greg has developed a drip campaign to keep leads engaged, including seniors (and adult children) who may not yet be ready to have a conversation with him. The drip campaign is made up of content that he’s developed himself along with Attract Downsizing Senior’s follow-up educational emails.
“I tweak them so that they sound like they’re coming from me,” he says. “It’s pretty simple to do.”
But what Greg says he values the most are the free monthly group calls with other realtors who are also using 5 Pro Tips as a lead magnet. “I find a lot of great ideas thrown around. It opens my eyes to different ways of doing things, right down to practical suggestions about how to print the booklet.”
These free monthly calls also give Greg – and other realtors who attend – the chance to shape the contents of future follow-up educational emails.
“We often see agents struggle to come up with marketing materials related to downsizing. This well-structured content has helped Canadian agents who’ve been through our Lifestyle55+ Affiliate REALTOR® and MASTER programs leverage their unique credentials and draw in potential clients.”
Need something else?
Then book a free discovery call. If you’re not quite sure what that something is, I can help you think things through during the call. If needed, I can create educational and/or marketing content specifically for you.
Who am I?
I’m Paul Cavanagh, a copywriter and marketing coach who’s helped hundreds of realtors in the US and Canada market their services to seniors. I’m also an occupational therapist who has more than 30 years of experience working with seniors and their families.
Serving agents from brokerages including…
…as well as independent brokerages
Seen in
Free content marketing advice
Discover how to use a series of educational emails to earn the trust of your current downsizing leads and persuade more of them to become your clients.
Not sure you want to spend the time writing educational emails or the money getting someone to do it for you? This ebook presents a third option.
Download it for free.
This ebook is chock full of practical insights for real estate agents who serve seniors and write at least some of their own marketing material.
It doesn’t just highlight common errors, it offers pointers on how to avoid them.
Download it for free.
Attracting seniors with educational material
When you reach out to seniors with helpful information about downsizing you’re doing content marketing. If you’re not familiar with the term, here’s how the Oxford English Dictionary defines it.
content marketing – a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
But here’s the thing. You needn’t limit yourself to doing all your marketing online. Most of the educational material about downsizing available on this website also comes in print-ready form.
Whether you use these materials or create your own, there’s a wide variety of ways to get them in front of your target audience.
You can also use content about downsizing to raise your profile among potential referral sources like retirement communities, senior move managers, healthcare agencies, and financial advisors.