Retirement: A Real Estate Agent Niche

Agent Advice

Written by

Andrei Geist

Published date:

Updated: Feb 29, 2024 by

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Everyone has a different idea regarding what they want to do when they lay down their burdens and walk into the golden light of retirement. Maybe you’ll buy an RV, and tour the country, stopping to camp in places all around the country. Maybe you’ll take up woodworking, and create beautiful, handcrafted works of art out of the remnants of fallen timber.


However, there’s one thing that many retirement plans have in common: buying a home. After a lifetime’s worth of work, many retirees have a substantial amount of money put away, and are ready to invest in a home that they can pass down to their children and grandchildren. For this reason, senior real estate has become a very lucrative niche, with many real estate agents specializing in seniors real estate.


So what are the ins and outs of this niche, and how can you go about establishing yourself as a senior real estate specialist? If you’re asking these questions, you’ve come to the right place: because we have the answers!  In this article, we’ll discuss various strategies you can use to become a real estate agent specializing in seniors. So, with that out of the way, let’s get into it! 


Things you need to become a senior real estate specialist

Before we begin in earnest, let’s get a few things out of the way, so you can know for sure whether or not being a real estate agent specializing in seniors is right for you. No real estate niche is right for everyone, and you might just not be cut out for it, plain and simple. With that in mind, let’s look at some things that might help you figure out if this is for you.


1. Ability to work with seniors

senior people meeting financial adviser

If you want to become a real estate agent specializing in seniors, you’ll need to be able to work with older individuals, understand their mindset and their specific needs that just may require a different approach than other generations. You may also need to put up with other family members during the homebuying/selling experience as well. So keep that in mind. This isn’t to say they are any more difficult than any other demographic, just that they sometimes require a different approach.


On the other hand, this doesn’t represent all senior home buyers. Sometimes seniors in real estate can be absolutely charming to work with, making the task of selling them property less of a chore and more of a privilege. You may not get buyers and sellers like this every time, but dealing with them every once in a while can be a delight. 


2. Ability to market real estate to seniors

Another thing aspiring senior real estate specialists have to figure out is whether or not they are able to effectively market real estate to seniors. Although it may sound simple, finding out what senior real estate buyers want in a property and what kind of marketing approaches they respond to can be quite a challenge.


If you want to improve your ability to market real estate to seniors, you’ll need to do some research, and look at home buying trends in your area by age. Seniors buying real estate in different areas have varying tastes and preferences on average and respond differently to different types of marketing. Spend some time studying these trends, and you’ll be able to hone your approach.


3. A suitable location

street house in the suburbs

Last but not least by any means, is being in the right location. Certain locations are far more attractive to seniors than others, and if you live in a city with a less than ideal senior demographic, you may want to consider a different niche. There are certain areas that simply don’t have large senior populations, and for a senior real estate specialist, that’s not a good thing. 


A great example of a city that is great for a real estate agent specializing in seniors is the city of Naples, FL. With a median age of 65, this city is one of the best places for seniors to retire due to a combination of factors, and therefore a real estate agent specializing in seniors will have little trouble establishing themselves in the local real estate market.


To find out whether your city is attractive to seniors and retirees, look at age demographics among home buyers in your area. Find out how many seniors have bought property in your area in the past years, and whether the numbers are trending up or down. Another good statistic to find out is whether or not seniors stay in your area for the long term, instead of moving away after five or ten years.

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Establishing yourself in the seniors niche

Now, let’s go over some tips that will help you in your pursuit of gaining the title of a senior real estate specialist. In the following section, we’ll give you some tips on how to win senior clients, and how to grow your client base among the senior community. Let’s get into it! 


Advertise to your audience

male realtors standing outsite

Since you’ll be working with seniors, you’ve got to learn to advertise using the right medium. Despite the prevalence of online advertising these days, you’re unlikely to see large amounts of success using this medium. Seniors in real estate are not likely to be using the type of technology that would make this advertising medium effective.


Instead, the best way to go when it comes to advertising real estate to seniors, the most effective way to market real estate to seniors is with the good old fashioned marketing approach: billboards, lawn signs, open houses and face to face networking. These advertising mediums are proven to be more effective in marketing real estate to seniors than online advertising. 


Accept the right type of listing

Another thing you need to keep in mind is the type of homes seniors buy in your area. For most retirees seeking their dream home, only the best will do; so find listings you’d want to spend your retirement in. Large, lavish and luxurious homes are usually very popular with this demographic, so in general these homes are a safe bet.


On the other hand, you have to take into consideration the living arrangements of the seniors that will constitute the bulk of your clientele. Would they prefer a one story home, to avoid the hassle and potential danger of stairs? Will they prefer a smaller home and tract, to avoid doing time consuming upkeep? Will they need auxiliary quarters for a live-in companion? It all depends on your clients needs, so just be sure to do the research.


Given how much demand can vary, it’s best to double check with other real estate agents in your area to make sure that this type of home is being bought by seniors. While seniors usually prefer these types of homes to spend their retirement in, some areas may trend towards different types of homes when it comes to seniors; just make sure to do your due diligence! 


Perfect your selling approach

young couple purchase rent property

Our final word of advice to you if you’re planning on becoming a real estate agent specializing in seniors is to work on and perfect your selling approach. This means finding out how to sell to seniors, and experimenting with what works best with most older individuals. Additionally, when you’re working with seniors, you’ll often have to sell older and possibly somewhat outdated homes, so you’ll have to figure out how to approach that.


Perhaps the most effective approach to selling is to talk with potential buyers as if you aren’t selling at all. When using this approach, you’re not a business person trying to make a deal; you’re a friend, helping another friend find a good deal on a home. This approach is often very effective with people old and young alike, so use it liberally! 



Becoming a specialist in selling real estate to seniors is not an easy task. It will take dedication, insight and shrewd business sense. But, given time and the right circumstances, there’s a chance here for an ambitious real estate agent to make a lucrative career out of selling real estate to seniors and retirees. This might just be the niche for you!


Did you enjoy this article? Want to ask a question, or leave some feedback? Leave us a comment in the comments section below! Our readers are our top priority, and we do our best to make sure your experience is as good as it can possibly be, so you can be sure we’ll respond as soon as possible. From our team to yours, good luck!


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