Did you know that the Centers for Disease Control estimates that 61 million adults in the United States have some kind of disability? That’s 1 out of every 4 people you’re potentially marketing your listing to.
For real estate agents, serving the needs of clients with disabilities can prove a challenge. However, as an agent who wants to grow their business, there are ways to meet these needs and provide customers with the best possible experience since special needs go overlooked by agents who are not experienced in serving people with disabilities.
Why also market to Baby Boomers?
While Baby Boomers may no longer be the largest share of the homebuying population, they still have significant influence and buying power. According to the National Association of REALTORS®, these “older” buyers are twice as likely to purchase a $500,000-plus home than those in Gen Y. As the baby boomer generation continues to age, that number is only going to grow larger.
When you’re putting together the marketing collateral for your listings, make sure you’re not leaving out those who might be looking for a home and also living with a disability. You don’t have to reinvent the wheel to make your marketing more relevant; just be aware that not everyone navigates the world exactly the way you do.
Here are some ways you can make your listings more inclusive:
On Listings: Be mindful of potentially discriminatory words that may offend or alienate other people. Keep in mind that many people have diverse abilities. Hence, avoid using disablist language such as steps to the meeting hall, walking distance to the farmer’s market, and easy to walk to the sports center when talking about the listing improving your chance to sell on the first attempt. Instead, you can get directions on your favorite map app like Google maps with the exact distance from community amenities.
When possible, provide floor plans, materials, and measurements so that disabled and elderly people can get a better idea of the space. For example, for people who use wheelchairs or prosthetics, flooring can be an important consideration, especially with low pile carpet to provide a seamless transition between surfaces although many wheelchair users prefer hard flooring because it’s easier to roll over and maneuver.
Highlighting accessibility features in the home or common spaces gives potential buyers with disabilities a better idea of how they can use the space. You can also ask if the sellers would be open to removing certain features, like stair lifts or ramps, if a buyer doesn’t want them. That way, there is no pressure on a buyer to purchase something they don’t need.
As we know, many websites are not accessible to buyers with visual disabilities. Yet many buyers still use the internet to search for homes. Make your listing stand out for buyers with visual impairment by exploring resources for making your own website more user-friendly and meaningful for visually impaired people who are searching for a home.
Above all else, be open-minded. Everyone is different and responds to things differently. Never make assumptions about what a person can or cannot do based on how he/she looks or appears.
The home search process can be especially challenging for people living with physical, cognitive, or sensory impairments. By educating yourself about the challenges they face and working to create solutions that make the search easier, you can become a valuable resource for such buyers and sellers in your market, forging connections that are beyond the home buying and selling process.
Check out other helpful blog entries such as The Do’s and Don’ts on Getting Started with an Effective Real Estate Brand That Generates Leads and How Building Your OWN Brand While Joining a Brokerage Is Possible on our FairLead blog here.
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