How to Market a Home as the Ideal Retirement Home

by Lori Madden 10/04/2020

Photo by Designecologist from Pexels

You love your home, but you want to make a change. In many cases, you’ll work with a real estate agent who can help you to market your home professionally to your ideal home buyer. Yet, for some properties, having a very specific target buyer in mind can work well.

If you live in an area that’s ideal for retirement, for example, why not target the second home buyer’s market? These are individuals with a sizable amount of money to make purchases on their second home. They may be looking for a winter home, perhaps in someplace warm. Others are seeking a home that’s smaller but perhaps located close to the amenities they like. How can you market to these buyers if your home fits their needs?

Define What’s Fantastic About Your Home

A good place to start is by working with your real estate agent to carefully detail the features of your home that help it to really stand out to the second home buyer. Here are some ideas to get started.

Are you close to desirable areas? Many don’t want to buy a home in a tourism-driven area directly but being nearby can be attractive.
What’s within walking distance of your home? Are there parks, shops, coffee shops, or restaurants? Is there a Main Street area that’s perfect for an evening stroll?
What features does the home offer to help people relax, unwind, and love being at home? A backyard that’s expansive with features, like a pond or a garden, may be an attractive option for some people. For others, easy-maintenance and upkeep are better.

Outline what makes your home special specifically to those who are buying a second home by focusing on the benefit to the buyer. Always be clear and accurate. There is no place for any misconceptions here.

Show the Value of the Property Clearly

Many people buying a second home plan to use it in various ways. For example, some want a weekend getaway, a place they can go to every weekend to relax. In this case, they likely want an area that’s enjoyable in some way. They will pay more for homes near the lake or in a walkable community.

Others want a second income from their property. In this case, homes located in the heart of a tourism district are attractive. It’s also a good idea to point out any property management services nearby that may help them to easily manage these properties. These home buyers are also looking for on-site features that attract travelers, such as pools, numerous bedrooms, a full kitchen and a spacious backyard.

Those retiring want smaller homes in beautiful areas. They want to be around others who share the same interests but also want a home that’s far easier to manage.

As you work with your agent, determine what features and specs about your home can make the property desirable to those who are retiring or buying a getaway home. Marketing like this attracts the buyer you know can fit right into your home.

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About the Author

Lori Madden

As a Florida native growing up in Sarasota, I have seen my hometown grow from a sleepy coastal town to a highly sought-after destination along the shores of the Gulf of Mexico. After working in Chicago for 5 years, I returned to Sarasota and saw it through a new lens and really began to appreciate what makes Sarasota so desirable, including temperatures that allow for year round outdoor activities including tennis (a personal favorite), golf, boating, kayaking, fishing, paddle boarding, or just relaxing and/or shelling on our pristine sandy shores, including Dr. Beach’s #1 beach in the United States for 2017, Siesta Key! Sarasota’s cultural amenities are many and diverse, appealing to a wide range of arts lovers. Downtown Sarasota has become a destination in itself, drawing many new developments for those who want to be within walking distance of Main Street's offerings and the picturesque bayfront and marina. Foodies will find an eclectic mix of locally owned and operated restaurants offering something for everyone, and there are now Farmers Markets every day of the week in various locations throughout Sarasota, but the Saturday morning Farmers Market in downtown Sarasota draws the biggest crowds. Since 1988, my passion has been selling real estate, representing both buyers and sellers. I have been recognized by my clients and customers for an uncompromising work ethic and dedication to helping them achieve their real estate goals. Relying on my experience as a real estate paralegal and being highly organized, I am able to help make the transition between contract and closing a smooth one for my clients. With an eye for interior and landscape design, I've been known to pitch in and help Sellers minimize and/or reorganize their belongings in order to stage their home to maximize its sale potential. I specialize in out of state buyers looking for their piece of paradise along the Gulf Coast and make it a priority to keep them up to date on our quickly changing local real estate market. I welcome the opportunity to share with you all Sarasota and her surrounding islands have to offer!