Returning to the discussion on niche marketing and trying to find a niche that you can identify in your market, consider zeroing in on aging populations. Whether this be defined as over-50 or -60 years of age, empty nesters, older baby boomers, or whatever age specification you feel classifies a ready-to-sell (or buy) niche in your market, you can be assured that this group is open to direct mail.
The Direct Marketing Association has identified in their research that the older segments of society are more likely to read and respond to direct mail more than any other age group. And, because of the many choices people have in every area of their life in terms of entertainment, food, transportation and services, many home buyers and home sellers are open to trying new brands — which means that they may be primed to use a new real estate professional when it comes time to buy or sell a home and welcome an introduction to your services. (A note for another time is to discuss how to garner home sellers’ and buyers’ loyalty since they are so apt to flit from brand to brand (or agent to agent) at every home buying and selling opportunity.)
The bottom line is that if your niche marketing identifies a mature population segment, be sure to incorporate direct mail into your marketing efforts with this niche. It’s a proven way to reach this group effectively and efficiently.
Do you target older populations in your area? What has been the most effective way to communicate with this group to win over their business?
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