Yes! Your 55+ homebuyers are out there, and you can find them on social media. These buyers are using social media platforms to connect with friends and family — and to discover communities and lifestyle opportunities built especially for them. It takes thoughtful, intentional messaging to reach this discretionary buyer in meaningful ways, and you can start those conversations on Facebook, Instagram and Pinterest.
Facebook
The fastest-growing segment on Facebook is the 55+ buyer, which makes this platform crucial for connecting with this cohort. Compelling content — such as engaging videos, vibrant lifestyle images and highly targeted ads — and genuinely helpful and timely interactions are key. Making an emotional connection that wins the hearts of these buyers is your top priority because, without it, they will not buy. Strategic Facebook content planning and advertising can help you connect with buyers who will value what your community has to offer.
Instagram
While the 55+ audience is slower to adopt new platforms, their numbers are rising on Instagram. For the parents in the group, it’s hard to find anyone with more influence than their adult children, who show a strong preference for Instagram these days. Many of those adult children also post adorable photos of the grandchildren, so watch for the 55+ crowd’s continued migration to Instagram, which shares the Facebook advertising platform.
Pinterest
Nearly the same percentage of 55+ users as other age groups are on Pinterest. You’ll find gorgeous model home photography and floor plans pinned on dream home boards created by the thousands from all age groups. Layer in advertising to focus on and attract your desired buyers, and to drive the activity and traffic back to your website.
