There are many blogs posted that describe real estate agents as sales agents. It has always been of my opinion that real estate agents are marketing agents, first and foremost. The salesman steps in after the buyer surfaces. Having stated that, the next question is how one markets for buyers who are seniors. Different products require different forms of marketing. My team and I have three active adult communities that we are marketing in Franklin, Ma.
We all agree that the majority of buyers originate from the Internet. However, when one is marketing a 55+ active adult community, there exists a wide range of age groups and all of them are not Internet savvy. For the 55 to 75 age group range, I flood the Internet with blogs about each of the communities, including our open house events.
People are living longer, healthier lives today, and my team members have been very s
successful with the 75 to late 80's age group. Most of them do not have expertise in navigating around the Internet to find a specific product. Most have computers, but they may be lacking in skills that are necessary to accomplish this goal.
Direct mail marketing to a specific age group is the most efficient way to achieve success with this mission. I purchase the names and addresses from Accudata for a minimal cost. I use that database for six months, and then I update it. This age group of 80+ would normally read the newspaper, and print advertising is not on my radar screen. Buyers of this age group usually move within a 15 mile radius of their current residence and that makes direct mail an ideal method for marketing. Direct mail is the new print advertising for me for targeting specific markets. It works well, and I am a strong promoter of it. Many will say it's expensive, and my response is that there is always a cost involved in doing business. When you commit to marketing new construction, you are committing to spending money. Budget for it, and you'll see a generous return.
Copyright © 2011 The Kuney-Todaro Team - All Rights Reserved
 |
 |
 |
Visit Our Other Sites:
NewConstructionFranklinMA.com | FranklinMAHomeSales.com | FranklinMANewHomes.com
