Real Estate December 6, 2023

Marketing to Seniors – How to Generate Real Estate Business When Mortgage Rates are Higher!

Mastering Senior Real Estate Marketing: Strategies for Realtors

Greetings, real estate professionals! Mike Ferrante here from Century 21 HomeStar along with our Broker/Owner Tony Geraci, and I’m thrilled to bring you another power-packed Tuesday training session with the 21 Mike team. Today’s topic is one that transcends the ever-ticking clock—marketing to seniors in real estate. The senior demographic is a perpetual market, and as time unfolds, the need for them to transition from their homes becomes inevitable. Let’s dive into some effective strategies that can set you apart in this specialized niche.


  1. Data-Driven Marketing: To kick things off, we’ll explore the power of data. Acquiring lists of long-term homeowners is key. Seek out companies that provide demographics based on property residency duration. These lists can be invaluable for targeted marketing. Imagine having insights into homeowners who’ve lived in their properties for 20, 30, or more years. Stay tuned, as Century 21 HomeStar is actively exploring partnerships to bring this data directly to our agents.
  2. Digital Dominance: In the digital age, seniors are more connected than ever. Utilize online platforms such as Facebook, targeting specific age groups and senior interest tags. Leverage Facebook ads, showcasing your expertise in catering to this demographic. Contrary to popular belief, Facebook remains a powerful tool, even for seniors. Remember, it’s not about what platform you prefer, but where your audience resides.
  3. In-Person Networking: While digital strategies are paramount, don’t underestimate the impact of in-person networking. Connect with professionals seniors trust—attorneys, accountants, and financial planners. Establish partnerships with assisted living facilities and 55-and-older communities. Consistently dropping by with small gestures or valuable information builds trust over time. It’s not about bombarding them; it’s about being a consistent, friendly face.
  4. Community Engagement: Communities often have rich programs for seniors. Investigate local events, activities, and volunteer opportunities. Engage with your city to identify areas where your expertise could benefit seniors. Volunteer for events, offer free classes on relevant topics, and become a visible, trusted resource in the community. This not only promotes your brand but also demonstrates your commitment to the well-being of the senior population.
  5. Educational Events: Host your own events or classes focused on real estate for seniors. Collaborate with estate planners, assisted living facilities, or any service that adds value to seniors. Many cities welcome community-focused events, providing you with a platform to share your expertise. By offering valuable information, you position yourself as a knowledgeable professional dedicated to assisting seniors in their real estate journey.

Remember the power of consistency in your marketing efforts. Whether it’s through digital channels, in-person networking, or community engagement, building relationships takes time. Embrace the opportunities to connect with seniors, and soon you’ll find your efforts paying off in the form of trust, referrals, and a lasting presence in your community. If you have further questions or need guidance, reach out to Mike or Tony— they are here to help you navigate the exciting world of senior real estate marketing.

Stay tuned for more insights, and until next time, happy selling!

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