How to Engage Move-Up Buyers (and Gain Listings) with Strategic Marketing

We are approaching the two-year mark of the rapid-fire interest rate hikes and tanking consumer confidence of 2022. 

I see it as an opportunity. An opportunity to tap into a subset of move-up buyers (aka sellers) who need a change.

Why is This an Opportunity?

You may be asking, why is this an opportunity? We know that the equity gained in the past two years is far less than that of the two years prior, so why does this matter? 

It matters because the homebuyers who bought in the second half of 2022 are about to surpass the two-year capital gains time frame, presenting us with our first broad-scale listing attraction opportunity for this subset of move-up buyers. 

Another bonus: This group won’t immediately throw out the objection of hugging their low interest rate tight because they don’t have one—and I bet we can all agree that this will be a nice change when handling objections from the move-up buyer category.

Educating Potential Sellers

Now is the time to educate potential sellers on the tax aspects related to their home, its value, and the current state of the market. 

Educate them on current interest rate trends, local market conditions and buyer behavior shifts since 2022, highlighting how these factors may present an opportunity for them to trade up into a new home.

Crafting the Right Marketing Campaign

One way I am doing it is through a marketing campaign celebrating the two-year mark of homeownership and thereby passing the timeframe constraints of capital gains penalties. Crafting the right message is critical, and the goal with the hook here is simple—notify and potentially grant permission to these homeowners that now is the time to start the process. 

When presented to the right audience, the message validates that they have waited the proper amount of time and that this may be their opportunity. 

Now, let’s talk about the strategy of this campaign. 

Steps to Target 2022 Move-Up Buyers

Target the Right Audience

The first step is to ensure the marketing campaign reaches the appropriate audience. To do so, I sourced a list of homeowners who purchased their property from July 2022 through July 2023 within the desired zip codes of my market and over a certain price point. I utilized software provided by my title attorney to source this list.

Design a Mailer and Landing Page

The next step is to create a postcard that immediately piques curiosity. I went with a simple message on the front, followed by a QR code and contact information on the back, with a clear CTA for next steps: “Text ‘Home’ to (phone number).” 

These homeowners are spread throughout my market, most of which are not accustomed to seeing my face in their mailbox, so I did not feel the need to include my photo or clear branding on the design. 

The QR code included on the postcard connects to a LinkTree landing page that does not include my branding or photo. The LinkTree is called “Jupiter Homes Report” which I anticipate having more engagement from sellers than one with my name and face on it. On this page, I have three links: an instant home value report, information on the current state of my local market, and information on Florida’s tax portability policy.

Follow Up with a Call

I will follow up with a phone call. The script is a work in progress (I’m happy to share it once I nail it down—DM me if you want it!). I will approach the calls with the value-driven intention to educate my market, seek out any potential hand raisers and build rapport with homeowners. I have an assumption this will be an easy contact. These homeowners are likely not bothered too often by agents calling, as agents often call homeowners who have owned for longer. I also assume that many of these homeowners may still be interested in the real estate market to a degree since they just recently bought a home. 

There are limitless ways to connect with potential clients, and if you are searching for ways to effectively educate and engage a move-up buyer, this tactic may be one to add to your Q3 to-do list. By delivering this targeted and informative message, this campaign adds hope to the move-up buyer who’s feeling stuck and may provide an opportunity for you to assist these homeowners in taking their next steps.