It’s a given in today’s world that anyone looking to buy a home will be spending time on real estate portals and other various websites, including yours. To gain the attention of those seeking to downsize, there are certain words and phrases that engage such folks, and it is vital that you target them on all your social media channels.
Whether it’s Instagram, Facebook, LinkedIn or even TikTok, your social platforms have become your digital first impression. Buyers and sellers are using these landing pages to decide if you look professional, appear knowledgeable and, most important, seem like someone they can trust. Once that is established, listings that appeal to a buyer will be examined. When downsizers are doing the perusing, you want to make it obvious which homes are ready-made for them.
“The keywords should be really friendly toward people with mobility and other disabilities, as they often overlap with seniors who need to downsize,” says Lindsay, who mostly works with co-ops and condos in New York City. “For example, terms like ‘elevator building,’ ‘no stairs,’ ‘lower-level apartment,’ ‘easy upkeep,’ ‘move-in ready,’ ‘porters’ and ‘live-in super available’ are keywords that some of my clients have often searched for, and they should be included if the building/unit offers them.”
McKinney-Tritschler stresses that when marketing to buyers looking to downsize, the language of a listing matters tremendously.
“Keywords that emphasize ease of living and lifestyle tend to resonate most,” she says. “Phrases like ‘single-level living,’ ‘low-maintenance,’ ‘walkable location,’ ‘proximity to train or village,’ ‘first-floor primary suite’ and ‘lock-and-leave convenience.’
“Downsizers are rarely just buying a smaller home; they are buying a simpler lifestyle. Highlighting natural light, manageable outdoor space, updated mechanicals and thoughtful storage solutions also help buyers envision comfort without excess responsibility.”
For Harris, understanding the motivations of those seeking to downsize is how she finds the keywords.
“Freeing up home equity can pay for travel, healthcare, hobbies and peace of mind,” she says. “My favorite keywords are ‘elevator-friendly,’ ‘55-plus,’ ‘ranch,’ ‘primary bedroom on main,’ ‘lawn care included,’ ‘turnkey, one-level living,’ ‘active adult,’ ‘pickleball,’ ‘tennis,’ ‘gym,’ ‘indoor pool,’ ‘level lot’ and ‘resort-style living.’”
Splendore’s favorite phrase to use in listings for downsizing buyers are ‘convenient to transportation, entertainment, medical offices and shopping.’
“But I avoid terms like ‘golden agers’ or ‘swinging seniors’ because they can be condescending,” he says.
Ellis adds these to the downsizing keyword list:
- Low-maintenance living
- One-level living
- Minimal upkeep yard
- HOA-maintained exterior
- Energy-efficient
- Walkable community
- Close to healthcare, dining or airport
- Downsizing without sacrificing style
- Smart storage solutions
- Flexible bonus space
