I'll be honest, I received my SRES designation in September 2006. Prior to 2006 I actually finished up my Certified Financial Planning designation at Duke which covers Taxes, Financial, Estate Planning, Retirement, and General Financial Planning issues. It's a two year program and touches in detail the things we covered in the two day SRES class. So, when I get calls from Seniors planning on moving to the area they feel comfortable sharing some of their challenges - fixed income, retirement plans, medical directives, concern about medical facilities, medical care, etc. The list goes on and on.... 
I found the SRES class to be a bit light on depth of material but great on Marketing Ideas. Our class spent almost a day coming up with ideas on how to market to Seniors. Fortunately for me, my market has been pretty strong and I really haven't had the opportunity to execute on some of the ideas. At the time, I hadn't even thought of pulling together some of the ideas I've shared on Active Rain.
But now, IT'S TIME TO WALK THE TALK.
So, with the collective audience of Active Rain Seniors Real Estate Specialists out there I'm going to post some of the Marketing Ideas I/We have thought of and would like to get your feedback on what you've done to take advantage of this designation.
Marketing Ideas
- Devote a section of your website specifically to seniors that addresses their needs. Provide them with valuable resources so that you are their "go to" person regarding the area and resources.
- Blog Away - I've been getting ideas from clients that have found me on the web. They ask about gated communities, alternatives to Active Adult Living Facilities, continuing care facilities, and much more.
- Use the internet to your full advantage - I actually had a call from the Public Relations person out at Del Webb in Cary request that I post a blog about their one year celebration. They knew I had been writing about the area and wanted to get the word out!! Excitement.
- Teaming Arrangements - In todays competitive environment referrals are key. Given I had gotten my Certificate in Financial Planning I decided to send a letter out to all of the CFPs in the area to discuss co-marketing. There are only about 100 in the area - I received a call back from two and we are working on plans to enhance the relationship.
- Reverse Mortgages - My SRES teacher works with a local guy here in the Triangle that handles only reverse mortgages. He specializes in working with Seniors that are looking to utilze their estate to live comfortably on a fixed income over time. I have his name in my back pocket and provide referrals when needed.
- Seniors Newsletter - SRES actually has a newsletter on their website that can be tailored to your clientle. We have an Active 55+ community close to my office that I plan on sending this newsletter out Quarterly to let them know I'm closeby.
- Advertise in the local Seniors Guide - This is a great marketing opportunity. When you send out relocation packets the clients will see that you are an area specialist.
- Network - Visit the Seniors Communities in your area and get to know the Agents onsite. Who knows they may even hand you a referral or two. In our area there are a few neighborhoods under construction and they can't meet the timeframes for clients that want to move here. I give them my card and we trade referrals back and forth
- Network some more -The onsite agent tht I work with keeps me informed of the Seniors Fairs that are going on in the area. I've hosted a table top at a couple of the events.
- Stop by the Senior Centers and get to know the Management. Support the local events.
- Host a Seniors Seminar, advertise in the paper, provide food and beverages - Bring in all of your business partners to co-host the event with you. Provide a Seniors Resource Team at their disposal - Certified Financial Planner, Tax Specialist, CPA, Lender, Attorney, and Realtor
- Join a Seniors Networking Group -Here's one in my area.
Links to Seniors Resources for Your Reference:
- Seniors Resource Guide
- SAREC
- Long Term Care Planning - Price Quotes
- Medicaire
- AARP
- Talking w/Parents about Health Coverage
- Kiplinger's Your Family Records Organizer
- Area Agencies on Aging
- The Five Wishes
- Reverse Mortgage
- Helpful Seniors Links - Nationwide
So, You Tell me--
- How has the SRES benefited your business?
- What Marketing Tools have worked for you?
Your input is invaluable to me as I head into the fall market I will have plenty of time to expand on this growing market segment that seems to be moving into my area - North Carolina.
WOW, you really have a handle on the Senior market. I never thought about having a special access point on the website so they can have a go to spot.
Good Job and Good Luck.
Ron - Thanks for the kind words...I agree. Seniors are tough, especially the ones that are relocating. It's hard to leave "home" for a new life in another area.
George - As always thanks for the feedback.
Susan - Thanks for the compliment. We have to keep the creative juices rolling....Hopefully the group will come up with a few more good ideas.
One marketing area I am exploring is the education field. Many members of the boomer generation are nearing retirement. I am developing a plan with a reverese mortgage specialist, an attorney who specializes in estate planning and elder care services, a financial planner, and me, the SRES real estate agent (and retired teacher). We plan to meet with teachers who are nearing the retirement age to make our services available to them and provide them with a forum to ask questions and speak with the team members. Teachers, by the very nature of their business, have an enormous sphere of influence. We are hopeful to be able to have a number of meetings in different cities to reach as many teachers as possible.
We are planning to meet with first time buyers at a different time, obviously with a different focus.
Here is a link to my Senior's Links.
Charles, that idea sounds VERY promising. What a great idea. This is exactly what I'm looking for.
Tracy I am in the middle of SRES right now. Took day one this past Saturday and in two weeks will take day two and the exam. You have given some great marketing ideas! Your senior clients are fortunate to have you!
Thanks for the post.
Taking the SRES courses and receiving the designation was a great experience and marketing tool. I was surprised by all the knowledge I gained having attended the class. l own a estate office that specializes in listing and selling in 3 different active adult communities in our area. Seniors are great clients to work with!
Your blog is great.
Charles - Great concept. This is the kind of creative thinking we like to see.
Hilary - Thanks I'll check into the logo. I wear the pin..like the concept.
Larry - The combo of estate planning and real estate is a great idea.
Margaret - Did you finish the SRES class? Any new marketing ideas that you can share with the group?
Amy - Please stop by after you get your designation and share one fresh idea with the group.
Thanks for stopping by.
Tracy, Have finished the course and waiting for the certification.
One idea that I am looking for: a magnifying business card. Will let you know as soon as I locate one.
The SRES designation improved my credibility with the buyers and their families when I was involved with a 60 unit seniors life lease development here in Uxbridge. While we have not promoted it off the web we do have a seniors page with links to web sites of use to seniors on one of our web sites.
Kathy,
Tell me, what is a life lease development? Is it similiar to where you buy-in with an initial investment and, at death, you get your initial investment back? I'm curious. Linking to seniors resources is also a good idea.
Tracy - Are you involved in the marketing? I had a quick look at your post about this development but did not see anything that indicated you were.
Merry Cristmas to you and yours
Kathy,
In the marketing of Del Webb? They've contacted me in the past, based on my blogs, and requested that I post about some of the events that they are holding based on the exposure and rankings I'm getting on google.
Hi Tracy,
A little late, but I couldn't help but commenting on this post, you've got some great ideas on this one, thank you. I just found this group not long ago, this is the first post I think I've read so far. I'll be joining your group.
Building a senior "pillar" (as a senior myself) for my business has been in the works for quite some time. I created a senior r.e. guide a few years ago and I've had a senior site up, yet not promoting it at all. At this point, it's still just got some basics, but I think I'm just about ready to roll it out anyway. I plan on a short series of senior posts soon using some of my info from my senior guide.
Hi Tracy,
Being fairly new to the Active Rain Community I've been spending some time checking out the different groups that are available and all of the information that this wonderful community has to share.
I became and SRES a couple of years ago and was so pumped and excited when I finished the course. Alas, I started to get busy in other aspects of my business and my focus on the SRES marketing got put on the back burner. I've actually been putting together a plan for this year that will encompass this niche.
I joined the SRES group today and coming across your post today was just what I needed to light the fire again and to really start implementing a plan. I look forward to being a part of the group and look forward to sharing ideas I have as you have shared with us. Thank you!
Great comment Donna - I appreciate the detail.
As you probably are already aware - Designations are what you make of them. In real estate the way to truly differentiate yourself is to find a niche, work it, and make it your own. I would say that over 50% of my business is now coming from Active 55+ clients, referrals, or clients looking for alternatives to Active 55. There are so many relocating to NC that it has made it "easy" for me to work this segment.
Another positive - Seniors are not exposed to the fluctuations of the mortgage industry. They generally pay cash and have solid credit scores.
I wish you all the best in your development of this segment.
It's actually amazing that in 2008 over 30% of my business came from this segment!! I had no business from this segment until I put a plan in place for 2007 that grew in 2008! Being laser focused in a tight market, creating a niche and working it, is what you need to do do be successful in this environment.
Hi Tracy~
Perusing through the rain over the past 3 days, I'm happy to have stumbled upon your wonderful post!
I, too, am a SRES and involved with Seniors in my community since beginning of this year. I'm from Orange, CA, and have started hanging out a bit more at our local Senior Center. And once a month, there's a Roundtable meeting with others in the senior biz, which I attend. In April, I began volunteering at the Council on Aging, working with the Smilemakers group. They provide gifts for Seniors who don't have family.
Since I didn't have a business plan for 2008, (my first year as a full time agent) I'm now in the middle of writing one as we speak! Thank you for sharing the wealth of info here and I have no doubt you'll have an even more successful '09!