- Develop a strategy that accounts for the unique circumstances these prospective clients are facing, and approve all marketing with care to avoid missteps.
As far as devastating life events go, divorce ranks no. 2, second only to the death of a loved one. As a result, it is typically a very emotional experience, and certainly isn’t the time for others to be intrusive and opportunistic.
Of course, this doesn’t negate the fact that a real estate agent (along with an attorney and possibly a therapist) will play an important role in the transition process when it does come time to cut ties with a spouse. According to the CDC, there are more than 800,000 divorces every year in the U.S. Moreover, a recent study by the Pew Research Center found that the divorce rate among adults 50 and over “has roughly doubled” since the 1990s.
So how do you tap into this market without appearing insensitive?
Start by developing a strategy that accounts for the unique circumstances these prospective buyers and sellers are facing, and cautiously approve all marketing to avoid missteps.
You will want to opt for a soft, indirect approach, as these individuals are not necessarily excited about the changes ahead.
You’ll also want to take the following steps.
1. Digital advertising
Although some people shy away from social media during hard times, others flock to it for support.
With robust demographic and behavioral targeting tools at your fingertips, it is easy to reach an audience of those who are recently separated or likely to divorce.
A good thing to offer these individuals is advice and support. Boosting a well-written blog will work better than an overly boisterous ad. Give this audience earnest advice on how to quickly sell a home, finding the perfect home and so on.
Another good place to reach divorced homesellers is directly in their inbox.
Google targeting is pretty spot on, and it can match your advertising to the content within the recipients’ email.
Seeing an ad directing them to your real estate site while they are discussing the upcoming sale of their home with their attorney via email won’t feel intrusive.
To take a different approach, consider taking out banner ads on popular dating websites.
These potential clients may be starting to get their feet wet in the dating scene, and getting in front of them here may just do the trick.
However, consider the unique needs of this subset of your audience. Advertising on a dating site will likely call for different messaging than your targeted Google ads.
The key is to be there when they need you. Not only are you likely to sell their property, but they will also be looking for a new place to call home.
2. Make friends with attorneys
For someone facing divorce, an attorney serves as a trusted adviser who is there to offer both legal and emotional support. Anyone who has gone through a divorce knows the level of trust that is placed in these individuals, and rightfully so.
Therefore, it’s only logical that getting an attorney to recommend you to their clients is a win.
If working with divorced couples is your cup of tea, reach out to attorneys and build a relationship. They have (or should have) their clients’ best interests at heart and will be eager to recommend the right real estate agent for their clients to work with.
Through the use of social media, networking events and direct mail campaigns, you can effectively reach divorce attorneys and offer your services for the benefit of their clients.
Whether you simply join a Facebook group for attorneys or launch an entire direct mail campaign, it’s important to make an effort to connect.
3. Think outside the box
Eye-catching creative and strategic placement can work wonders when attempting to establish relationships with a new demographic.
In addition to getting in front of divorced homesellers online, consider other places you’re likely to find them. This includes some not-so-obvious spots, like near or even inside your local gym.
It’s not uncommon for people undergoing pivotal life events to pump some iron, so naturally the gym is a great place to reach this audience.
Sponsoring therapy events, symposiums and wellness days might also help you connect with divorcees. If you know of any support groups or seminars focused on those who are experiencing or likely to experience divorce, make sure you find a way to take part.
The way you present yourself to this audience will ultimately be the deciding factor on whether you are trusted enough to get their business.
Whether you are looking to reach newly divorced or soon-to-be divorced individuals, it is important to be cognizant of their current situation, approach with caution, and come from a genuine place of adding value.
Laura Ure is the CEO of Keenability, a marketing agency specializing in lifestyle marketing that targets the affluent buyer. Follow her on Facebook or Twitter.
