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How Real Estate Agents Can Market to Downsizers and Seniors With Confidence · Know Like Trust for Real Estate

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[SPEAKER_00]: Hi everyone, welcome to No Like Trust for Real Estate, where I help you craft unique, marketing, and branding strategies that align with your unique strengths.
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[SPEAKER_00]: Agents who work with me grow their business on average 40% by aligning their marketing with who they are.
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[SPEAKER_00]: not what they sell.
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[SPEAKER_00]: Today I'm joined by Hillair Radwick, who is a 23-year veteran in the Pacific Northwest specifically she's in gig harbour, Washington, and today we're talking all about how to market to your meat.
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[SPEAKER_00]: So, Hillary's biggest challenge is how to market to her niche, which essentially are down sizeers, down sizeers, and their trustees, their kids, or whomever is helping take care of their estate.
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[SPEAKER_00]: 100% of her business comes from her sphere and she's doing very little to no marketing to help get her message out there and to continue and grow her business working in that niche market.
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[SPEAKER_00]: So we talked about some very specific things she can do both once she gets the listing appointment as well as what she can do and how she can lean into the communities she's already
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[SPEAKER_00]: to help get her message out and bring more downsizers into her business.
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[SPEAKER_00]: So, hello, I'm really excited to have you on the podcast today.
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[SPEAKER_00]: I'm really excited to learn more about your business and try to understand, you know, what your biggest challenge is and how we can support you.
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[SPEAKER_00]: So why don't we just get right into it?
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[SPEAKER_00]: Tell me what is your biggest marketing challenge?
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[SPEAKER_01]: My biggest marketing challenge is I decided to niche down a few months ago after being in the business for 23 years, and not niching, and I chose it's going to be senior, senior rail estate, which brings up all kinds of things.
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[SPEAKER_01]: That's why I'm kind of hesitating in my head.
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[SPEAKER_01]: It's like, okay, what do I say?
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[SPEAKER_01]: because it involves a lot of times when you're doing real estate with the senior, there's an adult child that's also involved or relevant to their also involved.
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[SPEAKER_01]: And so, okay, so that's 35 to 55 demographic and how do you market to two different age groups?
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[SPEAKER_01]: And different, they're looking at the situation different.
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[SPEAKER_01]: maybe they're completely healthy and they want to age in place.
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[SPEAKER_01]: And they want to help the kids.
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[SPEAKER_01]: You know, with their kids.
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[SPEAKER_01]: So it could be three generations that you're working at.
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[SPEAKER_01]: And it could be multi-generational living.
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[SPEAKER_01]: It could be living on their own.
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[SPEAKER_01]: It could be downsizing.
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[SPEAKER_01]: It could be aging in place.
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[SPEAKER_01]: I mean, there's so many different things.
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[SPEAKER_01]: and how do you mark it to all those different people?
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: It's a great question, and it's a great for small, it's a great niche because there are 80 million or so baby boomers out there right now, right?
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[SPEAKER_00]: Right.
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[SPEAKER_00]: Who are really becoming, you know, the older boomers are at that senior level for sure.
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[SPEAKER_00]: So your biggest challenge is figuring out how to market to them, which in your mind really means marketing to their children as well, and so when you think about the struggle,
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[SPEAKER_00]: what what feelings come up?
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[SPEAKER_00]: Like what emotions come up when you're trying to figure out how to combat this challenge?
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[SPEAKER_01]: It's like should I should I say that or shouldn't I say that?
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[SPEAKER_01]: I mean, I've kind of learned that seniors don't like to be called seniors.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: Sometimes sometimes they're fine, but um and so I want to
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[SPEAKER_01]: avoid that and not everyone is wanting to age in place.
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[SPEAKER_01]: I mean they may be already getting Alzheimer's and then I'm definitely dealing with or working with the children.
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[SPEAKER_01]: Yeah, or it could be a brother or sister that I'm working with.
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[SPEAKER_00]: Yeah, so hesitation around what you should say, how you should say it and who you should be speaking
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[SPEAKER_01]: Yeah, when I'm marketing, it's like, who should I be to begin to when I'm with the client?
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[SPEAKER_01]: I have no no issue.
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[SPEAKER_01]: You know, I I'm interviewing them and I'm trying to figure out who are the decision makers and what is the situation.
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[SPEAKER_00]: Okay, so let's go back.
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[SPEAKER_00]: So I can learn a little bit more about your business.
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[SPEAKER_00]: You've been in the business for 23 years.
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[SPEAKER_00]: Where are you getting your business from right now?
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[SPEAKER_01]: Word of mouth and my sphere.
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[SPEAKER_00]: Perfect.
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[SPEAKER_00]: So what percent of your business is coming from your sphere right now?
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[SPEAKER_01]: The all of it.
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[SPEAKER_00]: 100% great.
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[SPEAKER_00]: That's awesome.
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[SPEAKER_00]: That's exactly where you want to be, right, for a sustainable business.
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[SPEAKER_00]: And how are you staying in touch with those folks?
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[SPEAKER_01]: I used to be more like going places and networking.
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[SPEAKER_01]: But nowadays, that's completely changed.
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[SPEAKER_01]: My life has changed.
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[SPEAKER_01]: I've gotten older.
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[SPEAKER_01]: I'm not interested in being in traffic all day
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[SPEAKER_01]: going to these events and it makes for a very long day if you're going out in socializing and networking and working on top of all of that.
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[SPEAKER_01]: But now it's more like I'm going about my daily interests and daily.
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[SPEAKER_01]: things that I do and I do a little bit of posting on social media but I don't get leads from strangers on social media right now.
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[SPEAKER_01]: I just don't be probably because of the way I'm doing it.
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[SPEAKER_01]: It's just a personal thing and I'm not actively trying to get a stranger to come to me.
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[SPEAKER_00]: Are you getting engagement with
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[SPEAKER_00]: You know, people who know you on social media?
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[SPEAKER_01]: A little bit.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: And it's to do with my interests, like I'm an also an artist.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: So let's talk about that.
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[SPEAKER_00]: Tell me about your interests and what things you do to participate in your hobbies and your passions.
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[SPEAKER_01]: do artwork, I was more involved in the art league that's local here, but now I'm not, I'm just, I just still know those people that were in the art league and some of them have also left.
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[SPEAKER_01]: And so it's a huge community of people that know people that know people
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[SPEAKER_01]: so it's just a natural conversation.
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[SPEAKER_01]: We're talking about oh so and so when in the hospital or we're also a book club that has kind of brought in my world because I've met different people through that also and it's just like a domino effect.
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[SPEAKER_01]: I'm just I'm going after my interest because I realize at the stage of my life it needs to be something I'm enjoying.
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[SPEAKER_00]: 100% yeah I'm totally with you on that so I noticed in your social profiles that you used to be or maybe you still are a grab an interior designer.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: Are you still doing that?
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[SPEAKER_01]: Yes, I do when I'm remodeling or renovating a house.
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[SPEAKER_01]: I put all those skills to work, and that's my happy zone.
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[SPEAKER_00]: That's awesome.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: That's what a great skill to have.
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[SPEAKER_00]: Okay.
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[SPEAKER_00]: So I'm going to park that for a second.
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[SPEAKER_00]: You've got some really great hobbies and interests that you participate in on the regular it sounds like tell me now about your clients like I want to know specifically tell me the last client that you worked with that you absolutely loved.
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[SPEAKER_01]: actually where she just called me yesterday and we're doing another transaction together.
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[SPEAKER_01]: This one is for her, her aunt.
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[SPEAKER_01]: So I've known her for several years and on our first meeting when we were out looking for homes for her and her husband and their family and their dog
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[SPEAKER_01]: We had like, synergistic moments.
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[SPEAKER_01]: It's almost like we would complete our, each other's sentences type of a thing.
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[SPEAKER_01]: And we would just look at each other and go, did that just happen?
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[SPEAKER_01]: Ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha
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[SPEAKER_00]: That's amazing, and so that you had this bond, this connection.
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[SPEAKER_00]: And so how many transactions will you have done with her?
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[SPEAKER_01]: This one will probably be five.
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[SPEAKER_00]: Oh my god, that's awesome.
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[SPEAKER_00]: over how many years, maybe six, five or six years, that's incredible.
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[SPEAKER_00]: So when you think about clients like that, what are clients like that saying about you?
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[SPEAKER_00]: Like when they write a review or when they say thank you at the end of a transaction or they're talking about you to their friends, what are they saying?
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[SPEAKER_01]: I'm not really sure.
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[SPEAKER_01]: because when she brought her, when her aunt came in, it was just, this is my family member, and I want you to meet her and help her with the sale of her home.
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[SPEAKER_01]: It was just because she herself needed a lot of guidance, she was a busy, professional, and did not know where to start.
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[SPEAKER_01]: I, you know, she says, there's just so much to do.
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[SPEAKER_01]: I just don't know where to start.
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[SPEAKER_01]: Can you please help me?
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[SPEAKER_01]: That's how we yet started.
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[SPEAKER_00]: So when people write reviews for you, what are some of the things that they say?
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[SPEAKER_01]: Uh, it was a smooth transaction.
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[SPEAKER_01]: And there was no salesy talk.
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[SPEAKER_01]: They're very grateful, not for not having that.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: And what do you think it is that makes you different from other agents in your market?
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[SPEAKER_01]: Well, I have personal, for this particular niche, I have personal experience, I downsize myself.
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[SPEAKER_01]: And I'm a caregiver.
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[SPEAKER_01]: I've experienced it for a number of years and how just because you've downsized or you've retrofitted your home doesn't mean it's going to work.
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[SPEAKER_01]: When you actually get there and you start occupying the space and I mean it just it's like oh my gosh I plan that so thoroughly and it doesn't work
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[SPEAKER_01]: Now what?
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[SPEAKER_01]: So you just have to constantly find resources and redo things.
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[SPEAKER_00]: I think that's really important because when you have that personal experience and you understand what they're going through, that gives you a level of credibility and it starts to build that trust.
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[SPEAKER_00]: I want to go back to your last client when she brought her on, and she said, you know,
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[SPEAKER_00]: sort of a system or maybe a mental checklist that you communicate when somebody says that to you because it can be very overwhelming for this niche, like they've lived in these homes for 40 years or whatever it is.
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[SPEAKER_00]: And the idea of going through that many years of accumulation is overwhelming.
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[SPEAKER_00]: There is so much to do.
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[SPEAKER_00]: So how do you navigate them through that?
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[SPEAKER_01]: It's overwhelming and it's emotional.
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[SPEAKER_01]: Very emotional.
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[SPEAKER_01]: And you often don't know why until you start getting into it and talking to them about it.
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[SPEAKER_01]: And also I find that I have a checklist.
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[SPEAKER_01]: I kind of review it before I meet them, and then I put it aside because what I'm doing is I'm interviewing the client and finding out what is their their most difficult issue are they having trouble getting rid of things or do they not want to let go of anything?
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[SPEAKER_01]: they think they're gonna move into a smaller place with all their stuff.
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[SPEAKER_01]: It's like, no.
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[SPEAKER_01]: And so one at a time, or where is it that there has been died 10 years ago and there's still have as close in the closet.
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[SPEAKER_01]: You know, I mean, that's a different level of emotion that you're dealing with.
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[SPEAKER_01]: So you don't want to just say, oh, that's gotta go.
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[SPEAKER_01]: That's gotta go.
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[SPEAKER_01]: You can't do that.
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[SPEAKER_00]: How do you manage that process?
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[SPEAKER_01]: Kind of much like we're talking now.
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[SPEAKER_01]: It's just, it's a conversation.
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[SPEAKER_01]: And I let them know that we're going to be working as a team.
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[SPEAKER_01]: I am going to be asking a lot of questions, and then as we go, I may find out that the line of questions that I'm asking isn't relevant to this situation at all.
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[SPEAKER_01]: is it because there's a lot of the home is has never been updated and it has deferred maintenance.
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[SPEAKER_01]: Is that the issue?
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[SPEAKER_01]: Because that really is, that's a timeline issue.
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[SPEAKER_01]: Do they have the funds to or the wherewithal to get that done?
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[SPEAKER_01]: So I'm constantly finding how much of my help are you going
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[SPEAKER_01]: Um, handholding, do you need me to, do you actually, do you need me to come and help talk about it?
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[SPEAKER_01]: I mean, pick up an item and say, what about this?
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[SPEAKER_00]: Wow.
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[SPEAKER_00]: So you're, you're actually, if needed, going into the house and going through it with them through the pieces, the stuff to determine what stays and what goes and if it goes, how it goes.
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[SPEAKER_01]: Right, now that isn't always the case.
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[SPEAKER_01]: Like my last client has Alzheimer's.
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[SPEAKER_01]: That process isn't going to work with someone like that.
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[SPEAKER_01]: So I had to hire a move manager.
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[SPEAKER_01]: And then the move manager was interviewed by the family.
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[SPEAKER_01]: And they decided how they were going to work with the move
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[SPEAKER_01]: You know, they can help you a lot.
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[SPEAKER_01]: They can help you a little.
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[SPEAKER_01]: The goal is to keep all the items out of the landfill and figuring out where they're going to be distributed to.
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[SPEAKER_00]: That's fabulous.
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[SPEAKER_00]: And so it sounds like you have a list of vendors to help support whatever the situation might be.
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[SPEAKER_01]: Right.
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[SPEAKER_01]: And that's every evolving because the vendors you call them back up for your next project and they're out of business.
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[SPEAKER_01]: or they're in business and they're too busy.
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[SPEAKER_01]: So, you know.
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[SPEAKER_00]: So what type of vendors would you might you need for these types of land?
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[SPEAKER_01]: Move management.
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[SPEAKER_01]: For if they have a lot of stuff and it's very overwhelming and they can't deal with it in the end, they have them take out and decide with the decision makers if they have one or with me if they need my help,
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[SPEAKER_01]: if they don't have someone that can do that, what they want to keep, what's a game changer, you know, why are what do they want to keep for their next chapter?
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[SPEAKER_01]: And then after that, everything that's that stuff gets.
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[SPEAKER_01]: decide or remove just depends on the situation.
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[SPEAKER_01]: They may be moving out of the house or they may be staying in it while all this is happening.
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[SPEAKER_01]: Everyone has a different scenario on that one.
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[SPEAKER_01]: Some vendors, I have a couple different move managers.
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[SPEAKER_01]: It may not be a good fit, so then we move on to the next one.
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[SPEAKER_00]: So, and then do you have like, stages, organizers, handymen, yes, like that.
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[SPEAKER_00]: Okay.
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[SPEAKER_01]: Yes, okay.
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[SPEAKER_01]: Sometimes I, because of my design background, I can handle all of the staging myself.
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[SPEAKER_01]: but if it involves moving a whole house full of furniture into a vacant house to stage it, then we're going to have to get some help.
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[SPEAKER_01]: Okay.
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[SPEAKER_01]: That's a different type of a stage or but most to the time, I've been able to just
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[SPEAKER_01]: I've been able to do it myself, so they don't have that extra cost.
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[SPEAKER_01]: Yeah, and what it is is it's staging for the camera to show off the do us, it's not full blown staging.
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[SPEAKER_01]: It's just like a suggestion of what the space could look like.
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[SPEAKER_01]: Or it's something for the camera to focus on so people can get an idea of space and how big something is.
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[SPEAKER_00]: So when I think about your greatest challenge right now, which is how to speak to this niche clientele, this sort of, I like to call them downsizers because on some level they're moving on to that next chapter of their life, whatever it looks like, right?
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[SPEAKER_00]: When I hear you tell me about the level of service that you provide them,
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[SPEAKER_00]: I'm feeling like you need a couple of things.
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[SPEAKER_00]: One for the clients that are coming to you.
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[SPEAKER_00]: I'm feeling like you need not necessarily a listing presentation, but a downsizing service package.
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[SPEAKER_00]: And it's not a...
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[SPEAKER_00]: like a pamphlet, like here's how you downsize.
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[SPEAKER_00]: It is, here is my downsizing service.
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[SPEAKER_00]: If you want to call it that, I think we can come up with a better name, but it's the hilarious service package.
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[SPEAKER_00]: And it includes, I think this upfront conversation that you have is really understated.
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[SPEAKER_00]: Oh, yeah, I mean, a lot is handled in that.
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: And it's ever evolving.
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[SPEAKER_00]: Yes, and I almost need you think you need to put that that's one piece so it's almost like here's the package here's how it works number one I cater my service to your specific needs and so in order to do that we we have a whole there's a what I call a discovery phase
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[SPEAKER_00]: in which I will come to your home and learn everything I need to to be able to customize a selling package for your unique situation.
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[SPEAKER_00]: That's an important part of this whole process.
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[SPEAKER_00]: because when people think I'm gonna hire a real estate agent, all they're thinking really is I need to sell this house.
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[SPEAKER_00]: They're not thinking about all the things that you're thinking about in terms of what goes into the whole process.
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[SPEAKER_00]: And so I feel like that is a very important part of this process to let that perspective client know.
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[SPEAKER_00]: how important this discovery piece is that a big part of it is you listening to what their needs and their goals are so that you can put a custom package together for them.
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[SPEAKER_00]: I think that's number one.
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[SPEAKER_00]: The second part of that package or that presentation is here's how I work.
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[SPEAKER_00]: I'm going to help
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[SPEAKER_00]: treasures.
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[SPEAKER_00]: You want to call them treasures, right?
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[SPEAKER_00]: Years, years worth of accumulated treasures to getting your home prepared to sell, to negotiating the best price.
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[SPEAKER_00]: and assisting you in the next chapter of your life.
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[SPEAKER_00]: And I think within those three or four things there, you can go deep on the detail in terms of what happens during those pieces.
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[SPEAKER_00]: So for example, getting the home ready for sale, you can talk all about all the vendors that you have to bring in to help prepare your home, including yourself and your expertise
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[SPEAKER_00]: So that's the first thing I'm seeing is a really beautiful presentation that talks about the whole process from discovery, to preparation, to negotiation and closing.
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[SPEAKER_00]: In my mind, it's something that you can leave with them.
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[SPEAKER_00]: They can look through it and
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[SPEAKER_00]: And you know, think about questions that they might have for you, and then once you have the conversation and you know what the plan is, I think what would be really helpful is to have a timeline of what that plan looks like.
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[SPEAKER_00]: Because I know especially for that generation or that.
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[SPEAKER_00]: niche client.
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[SPEAKER_00]: They like paper, right?
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[SPEAKER_00]: Like they like to have something that they can hold in their hands.
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[SPEAKER_00]: And of course, you can give it to them digitally as well.
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[SPEAKER_00]: But if they have something, a guide that tells them that's customized to them, that shows them from A to B, how they're going to get and achieve reach their goal.
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[SPEAKER_00]: I think that would be super helpful as a follow-up.
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[SPEAKER_00]: And then I have
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[SPEAKER_00]: But before I do that, I want to know, how do you feel about that piece, the presentation piece?
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[SPEAKER_01]: I think it would be beautiful.
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[SPEAKER_01]: The same question comes up in my head though.
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[SPEAKER_01]: Who am I focusing to?
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: I mean, because what's going to work for a senior that is coherent and is going to be aging in place, isn't going to work for their children or someone that is going to assisted living or Alzheimer's.
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[SPEAKER_00]: I'm going to respectfully disagree because whoever the seller is, whether it's the person who actually owns the hallmarks, they're trustee, you know, they're child or whoever.
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[SPEAKER_00]: That person still wants to feel what?
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[SPEAKER_00]: You're talking about the child or the?
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[SPEAKER_00]: Yeah, whoever is actually going
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[SPEAKER_01]: Well, the person that's helping like a child or relative wants to feel that the best thing is being done for the relative and that they're safe.
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: And that they have, I think, a huge party is that they're discovering the options.
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[SPEAKER_00]: Yes.
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[SPEAKER_01]: They're picking.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: And isn't that what you're doing when you're doing that discovery process with that?
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[SPEAKER_00]: Right.
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[SPEAKER_01]: And yes.
24:02
[SPEAKER_01]: or maybe they don't know the thrill, because things like that happen all the time and you're not people aren't prepared for it.
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[SPEAKER_01]: Okay, so this is where I am today, and this sounds like a great solution.
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[SPEAKER_01]: And then tomorrow they slip and fall.
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[SPEAKER_00]: Yeah.
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[SPEAKER_01]: That's a whole new scenario.
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[SPEAKER_01]: Yes, I'm so where do you come in on that you find out what what actually in how are they did they heard something that's not repairable right is it a hip is it that he you know yes I mean can they no longer do stairs yes are they going to be in a wheelchair for a while so at the end of the day whether it's that person who's fallen or
24:46
[SPEAKER_00]: their child who's managing the process, what I'm hearing from you is your job is to help them to feel safe and cared for.
24:57
[SPEAKER_00]: Right.
24:58
[SPEAKER_00]: Yes.
24:59
[SPEAKER_00]: Yeah.
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[SPEAKER_00]: So that's where I think this presentation or you know what you're doing.
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[SPEAKER_00]: Essentially what I'm saying is take everything you're doing.
25:08
[SPEAKER_00]: and document it on a presentation, that I think that will help you to stand out from others in your market.
25:15
[SPEAKER_00]: And that is a piece that is specific to your niche.
25:20
[SPEAKER_00]: So that's the first thing I would say.
25:21
[SPEAKER_00]: The second thing is as it relates to bringing in new business.
25:26
[SPEAKER_00]: You talked earlier about being part of the art league or in the community, you also talked about being in your in a book club and did I miss anything?
25:36
[SPEAKER_00]: Was there anything else?
25:38
[SPEAKER_00]: And you're of course your interior design business.
25:41
[SPEAKER_01]: Interior design and I also, um, am in a sewing league.
25:47
[SPEAKER_01]: clothing and textile advisors where what we're doing is helping keep alive the skill of sewing.
25:57
[SPEAKER_00]: Yes, which you'd be you would be mortified that I don't even know how to sew a button.
26:03
[SPEAKER_00]: Hello, you need to know that.
26:08
[SPEAKER_00]: My husband, my husband is like the, an amazing, so or, um, okay.
26:13
[SPEAKER_00]: Well, you've got a cover.
26:14
[SPEAKER_00]: I do.
26:15
[SPEAKER_00]: I have a cover.
26:16
[SPEAKER_00]: Um, so here's what I'm thinking.
26:18
[SPEAKER_00]: You have this, these amazing communities in the art league, the book club, the sewing league, and then your interior design community.
26:26
[SPEAKER_00]: These are people who already know like and trust you.
26:30
[SPEAKER_00]: Um, you said before
26:38
[SPEAKER_00]: inviting them to a downsizing seminar where you brought together some of your best vendors and you essentially take them through that presentation that you've created to show them how you work
27:00
[SPEAKER_00]: Um, and essentially it will show your values and at the end at the end of the day, it will leave them feeling.
27:08
[SPEAKER_00]: If we do this right, it will leave them feeling safe and cared for.
27:13
[SPEAKER_00]: They either hire you directly for themselves or their parents.
27:17
[SPEAKER_00]: or they refer you because they know somebody who is either going through it or about to go through it.
27:24
[SPEAKER_00]: Would you consider doing that?
27:25
[SPEAKER_01]: I would consider it.
27:27
[SPEAKER_01]: The method of doing it is where I have my challenge because a lot of people don't like to, especially older people don't like to get out and go to a place.
27:39
[SPEAKER_01]: So I would think if I could figure it out online, I would probably have a better attendance.
27:46
[SPEAKER_01]: Yes, you could do it through Zoom and also then the opportunity for replay exactly that way if someone is handicapped or disabled or sick girl
27:58
[SPEAKER_01]: not in the country, maybe traveling, they could still watch it.
28:02
[SPEAKER_00]: Yes, absolutely.
28:03
[SPEAKER_00]: And then if they miss something like a good movie, you go back and watch it again and you learn more and more.
28:09
[SPEAKER_00]: Yeah, I love that.
28:11
[SPEAKER_00]: I feel like you are well connected inside your community.
28:16
[SPEAKER_00]: And you have, you know, really great groups that you can lean into, that not only
28:28
[SPEAKER_00]: And, you know, showing them how you can support them and their communities.
28:34
[SPEAKER_01]: There's the other demographic of like the 35 to 55, which is my client that keeps referring me.
28:42
[SPEAKER_01]: Yes.
28:44
[SPEAKER_01]: They're a busy professional.
28:48
[SPEAKER_01]: She calls me from all over all over the country and she lives locally.
28:53
[SPEAKER_01]: I'd matter if there were real estate.
28:55
[SPEAKER_01]: It's like, how do you, like if I were to do some marketing, how would I attract that type of person that needs help with their extended family?
29:05
[SPEAKER_00]: the sort of low hanging fruit for you is to lean into the communities you're already part of.
29:10
[SPEAKER_01]: Okay.
29:11
[SPEAKER_01]: Um, and that's my tends to be my comfort level also.
29:14
[SPEAKER_00]: Exactly.
29:15
[SPEAKER_00]: Exactly.
29:16
[SPEAKER_00]: I am a huge proponent of, you know, I'm not about making cold calls.
29:21
[SPEAKER_00]: Unless you absolutely love making cold calls.
29:24
[SPEAKER_00]: No.
29:25
[SPEAKER_00]: I think that, you know, we all have our interests and our passions.
29:32
[SPEAKER_00]: We're all, most of us are already connected in some way to different areas in our community based on what our interests and our passions are, and to me, like I said, that's the low-hanging fruit.
29:46
[SPEAKER_00]: That's the area where we can really lean into and not feel sailsy.
29:50
[SPEAKER_00]: And it feels like we're offering value and a service to people who really need it.
29:56
[SPEAKER_00]: And these people really do need it, whether it's the elder themselves or their children who is supporting them, especially those people who are supporting them because they're very busy, they're still working and they need somebody like you to take care of all of the details.
30:19
[SPEAKER_01]: and really appreciate the help.
30:20
[SPEAKER_01]: It's like how would I get in front of more of people that need help?
30:26
[SPEAKER_00]: Well, here's another idea.
30:27
[SPEAKER_00]: And in this person, this particular client would be great for this.
30:32
[SPEAKER_00]: If you could get her to agree and maybe two or three other clients to agree to go on video and talk about their experience with you and how you help navigate them through the overwhelming
30:45
[SPEAKER_00]: process of selling their parents home.
30:49
[SPEAKER_00]: That's huge because a video like that can be put on your website.
30:54
[SPEAKER_00]: It can also be put on your YouTube, on your other social media platforms like LinkedIn, Facebook, Instagram, and you can repurpose them time and time again.
31:04
[SPEAKER_00]: You know, they're evergreen.
31:05
[SPEAKER_00]: They can be used over and over again because the fact of the matter is people aren't seeing
31:15
[SPEAKER_00]: I would also, have you ever done, or do you do an email newsletter?
31:19
[SPEAKER_00]: They're better than social media in my perspective.
31:22
[SPEAKER_00]: From the perspective of it's a one-to-one conversation.
31:26
[SPEAKER_00]: You're actually going into somebody's inbox versus them scrolling.
31:30
[SPEAKER_00]: Oh, right.
31:31
[SPEAKER_00]: And so you could use that as a vehicle to promote your seller seminars and also to share your client stories through the videos that they do for you.
31:44
[SPEAKER_00]: And again, that'll help broaden your reach and bring in more business.
31:48
[SPEAKER_00]: All right, it sounds like a strategy.
31:54
[SPEAKER_00]: How do you feel now?
31:54
[SPEAKER_00]: Do you feel like, are you still frustrated?
31:58
[SPEAKER_00]: Are you feeling excited?
31:59
[SPEAKER_00]: Tell me how you're feeling.
32:00
[SPEAKER_01]: I'm feeling like there's a little bit of light at the tunnel.
32:03
[SPEAKER_01]: It's like, I get so involved in my work that I'm like,
32:13
[SPEAKER_01]: Yeah, for most myself a little bit and yes, you know in in the past all of my work has been all my guys design work has been Word of mouth people that I know people that are in the community that I'm in and it's like Why would I want to try to do something else?
32:35
[SPEAKER_01]: 100% it just it doesn't feel comfortable to me and and actually even when you get into doing other things it's like the angle is to get communication and consistency yes like I don't know I don't want to go outside and comfort zone and you don't need to you just need to be a little more strategic about it that's all.
33:00
[SPEAKER_00]: Thanks so much for listening and don't forget to click the follow up button on your podcast app to make sure you never miss another episode.
33:07
[SPEAKER_00]: I would also love it if you would sign up for my weekly newsletter, the Sunbeam, go to postenbeamcreative.com.
33:14
[SPEAKER_00]: And if you're listening and thinking, I could really use this in my business.
33:18
[SPEAKER_00]: I would love to hear from you, go to coachingwithChristineGeorge.com and apply to be a guest on the show.
33:24
[SPEAKER_00]: I'm Christine George and you're listening to know like Trust for Real Estate.