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Don't ignore grandma!

By
Services for Real Estate Pros with Marte Cliff Copywriting

These days everyone seems to be talking about how to reach out to millennials. The focus is on what they want, how they want to communicate, how best to please them.

That’s fine – millennials are buying homes. However, they aren’t the only ones buying homes.

Data from the U.S. Census suggests that single women over 55 are the fastest growing senior woman homebuyerdemographic of home buyers. And, according to a report from NAR, the largest percentage of single female buyers are age 72 and older.

The reasons are varied. Some are downsizing and/or moving to be near family and friends. Some are first time homebuyers who have chosen to invest in real estate. Some are looking at rising rents and choosing the stability of a set monthly payment. Some are choosing multi-generational housing and providing a home for children and grandchildren.

Some are seeking a home with no yard care while others want to plant a garden or have a fenced yard for their dogs. Some want a quiet family neighborhood while others want to live in a downtown condo in the midst of shopping and dining opportunities.

What does this mean to you?

It means you should listen carefully when you talk to your single female homebuyers. Shared age and marital status doesn’t mean they all want the same things, but perhaps you can find some common denominators.

You can’t discriminate, but when you have a house you think “fits” one or more categories of single female buyers, you CAN be sure to spotlight the benefits and features those single women want most when you write your property descriptions.

You might also think about the way older people like to communicate. While many do embrace technology, spend hours on Facebook, etc. others would prefer postal mail and a phone call. In fact, some do not even own computers or smart phones.

If you insist on texting or using email, you might just lose them.

If you're prospecting for listings with letters such as my Senior Relocation Letters, remember that postal mail might be the best choice.

The best thing you can do – if a single lady calls to ask about a home for sale, take her seriously!

Image courtesy of imagerymajestic at FreeDigitalPhotos.net

Comments (26)

Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Amen to that, Marte, from this Grandma in Charlotte! Not that long ago I sold a home to a 68 year old lady who was a first time buyer... she had always rented, but her rent went up so much it was much more economical for her to buy a home. I find the world to be somewhat "dismissive" in general of those of us over 65 years of age... and what a mistake those people are making.

Aug 14, 2018 05:18 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Carol Williams good morning, Carol... my recommendation for Second Chance Saturday post.

Aug 14, 2018 05:18 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

Hi Marte Cliff ,
Great reminder!  The older population was always one of my favorite segments of my business.  The need help and know it!  They also are often way more appreciative.  Thanks for the post.

Aug 14, 2018 05:48 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander - Yes, there are those who somehow think we've lost our ability to think, and that we're no longer due any respect. It used to drive my Mom crazy when people in doctor's offices would either call her by her first name or refer to her as "Dear." She wasn't beyond correcting them!

Aug 14, 2018 09:35 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Carol Williams - We're old enough to know we don't know everything, and are willing to look to experts for advice. Well, most of us are anyway - I have known a few seniors who "knew it all."

Aug 14, 2018 09:37 AM
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good afternoon Marte. I am not a grandmother but could be and this post speaks to me. Well done.

Aug 14, 2018 10:53 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you Sheila Anderson - Grandma or not, you're a smart adult woman - and deserve to be taken seriously by one and all.

Aug 14, 2018 11:42 AM
Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ
602-380-4886

Marte many people do forget about 'Grandma' and/or they use methods that just don't fit that demographic. When chatting with our active seniors (as we call them here in AZ) I always make sure which type of communication, report etc do they prefer. More and more seniors are pretty online savy and some just want what they want - paper copies and phone calls.  It's all good to me!

Aug 14, 2018 02:24 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Anna Banana Kruchten CRB, CRS 602-380-4886 It's a mistake to put anyone into a category and expect them to want what everyone else wants.

I have two sons - one would stay on his computer or his phone all day long. Instead of calling, he and his wife text. The younger one says that's all fake. He and his girlfriend call each other on the phone.

Aug 14, 2018 03:14 PM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

We need to listen to everyone and we need to pay attention to their needs as individuals. I also like the idea about finding some common traits of various age groups and pointing out the benefits of homes that address those traits.

Aug 15, 2018 03:53 AM
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo and Home Specialists

Yes, we are very familiar with "Grandma" buyers and deal in many of our 55+ communities with them. You are so right, they like the phone calls or emailing, but texting is not their thing...

Aug 15, 2018 04:16 AM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

It is important to have the right mindset in anything we do before we do it!

Aug 15, 2018 06:31 AM
Wayne Zuhl
Remax First Realty II - Cranford, NJ
The Last Name You'll Ever Need in Real Estate

If nothing else, we can rely on sales statistics in real estate changing. This is a new one to me!

Aug 15, 2018 07:47 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Kat Palmiotti - it makes sense to me to call attention to those things that will appeal to your most likely buyers.

Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400 - I wish texting hadn't been invented. I'm afraid it will be the death of spelling and grammar - and thus the death of clear communication.

 

 

Aug 15, 2018 01:03 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Richie Alan Naggar Absolutely - the right mindset takes you in the right direction.

Wayne and Jean Marie Zuhl - I've always enjoyed looking into statistics. Of course, a person can take the parts they want and change the conclusion.

Aug 15, 2018 01:04 PM
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

We pay attention to our "older" clients and make sure we are there when they need service.  Unless you act old, you will still be young at heart.  

Aug 17, 2018 02:28 PM
MichelleCherie Carr Crowe .Just Call. 408-252-8900
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Grandmas, Grandpas and seniors are some of my very favorite clients. Good info-single women over 55 are the fastest growing 

senior woman homebuyerdemographic of home buyers. And, according to a report from NAR, the largest percentage of single female buyers are age 72 and older.

Aug 19, 2018 10:05 PM
Barbara Todaro
RE/MAX Executive Realty - Happily Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Good morning, Marte Cliff great topic and congrats on the feature.... over 55 know what they want and they're strong buyers.... usually cash... 55+ communities and/or smaller resale ranch style homes are very popular....

Aug 20, 2018 03:47 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kevin Mackessy - So true. We are as young as wel feel.

Michelle Carr-Crowe-Top 1% Diamond Certified Real Estate Team Sells Cupertino San Jose Homes-Just Call 408-252-8900 Thanks. You're right - just because more Grandmas than Grandpas are buying, we'd better not forget about them, either.

 

Aug 20, 2018 03:08 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Barbara Todaro - It makes sense to know your own mind a bit better by the time you're "all grown up." Younger people might not know where the next job will take them, whether they'll have children (or more children), or even whether they want to be tied down to a house.

Aug 20, 2018 03:10 PM