Typically within the 35-50 age range, this demographic has already experienced the process of buying a home — but they may not have experienced the process of buying a new home. This means that although these buyers have an idea of what to expect, you should still make necessary adjustments to your marketing to highlight your unique process, customer service, attention to detail, and educate buyers about what’s to come. After all, move-up buyers aren’t just looking for an upgraded home, they’re looking for an upgraded experience that’s tailored to their wants and needs this time around.
Here are a few of the best ways to market to move-up home buyers:
Emphasize your space.
Move-up buyers are leaving their first home in pursuit of more space for their family (whether they’re expanding their family or their kids are physically growing larger); but this doesn’t simply entail a larger home. They’re also looking for more modern and functional living areas, more yard space, flexible rooms, etc. that provide comfort, day in and day out. Emphasize the areas of your home that give home buyers flexibility — from a patio to enjoy the outdoors to a den that can be used as a private home office.
But apart from flexible space, move-up home buyers are also looking for upgraded space. So don’t be afraid to show off! For example, if your kitchens are particularly luxurious, create a dedicated campaign with high-quality photos and video that highlight the beauty and value of this particular room. Let your buyers know that if they move into one of your homes, they truly will be moving up.
Not only do move-up home buyers need their space upgraded, they might also have a need and desire to personalize (which is something they may not have been able to do in their first home). Be sure to promote your options and flexibility, and if you have a design studio, highlight all of your unique selection enhancements that will help buyers achieve the home they want and have worked so hard for. Move-up home buyers are typically willing to spend more on personalizing their home as they tend to be a bit older and further into their careers.
It’s important to make it clear that you prioritize each and every buyer’s individual preferences — and especially that your homes aren’t “one size fits all.” We developed a campaign that focused on the message: “Built by experts, personalized by you.” By hammering home the builder’s superior craftsmanship, as well as the opportunity for buyers to completely personalize their home, this campaign fosters trust in the builder’s ability to create the upgraded, personalized space that move-up buyers are specifically looking for.
Show how your home “lives.”
Authentic storytelling has the power to evoke an emotional connection. When you’re highlighting a specific home or community, make sure that your photos and messaging depict the lifestyle that your features and benefits allow for, from the freedom that comes with recreation options nearby to the experiences that renowned schools will create for their children. Every visual should tell a story and help your home buyers envision the kind of life that their family could live in one of your homes and communities.
For one of our builders who creates homes near world-class outdoor recreation, we developed a campaign that put the spotlight directly on lifestyle. Each marketing piece, whether a digital flyer or an email, featured “Live where you _____” with a different word written on the line (hike, bike, swim, play, etc.) This made it clear that their homes and communities allow each buyer to create their own lifestyle and adventure.
In today’s fast-paced world, growing families want the convenience of connectivity in their home — which is why your smart technology features are so valuable to move-up buyers. Features like video doorbells, garage door controllers, smart lighting, and smart thermostats save time, provide security, and add ease to a buyer’s daily routine. “The Thinking Home” is a campaign we created to highlight the intelligence of a smart home package, which allows buyers to be fully connected to their home, whether they’re physically there or miles away.
But connectivity is not limited to technology — growing families also want to be connected to each other. The modern, open spaces in your home provide enough room for everyone to be comfortable on their own, as well as enjoy time spent together. If your homes offer an extra feature like a multi-generational suite, you have the opportunity to appeal to those who need even more flexible space, especially for an aging parent or a caregiver. We created a campaign entitled “The Art of Better Living For Everyone You Love,” where we highlighted the peace of mind that comes with this large, flexible space, which can be used for an aging parent or a caregiver to live just as comfortably as the rest of the family. This campaign informs move-up buyers that their new home doesn’t just create happiness and comfort for them, but for the ones they love too.
Highlight your testimonials.
When deciding on the right builder, move-up buyers want someone they know they can trust. Buyers love to see authentic testimonials and buyer experiences online, so make sure that you provide a good amount of positive, informative reviews, video testimonials, etc. that build trust and prove the lasting value of your homes. Show buyers that they don’t just have to take your word for it — the more positive reviews, the better the chance a buyer will choose to build with you.
Moving out of your first home means moving up to the next. This demographic especially wants to be sure that their new home will live up to their standards and provide the flexibility they want for their family at this point in their life. Whenever you communicate with a move-up buyer, both in person and online, make sure that you’re well-versed in their specific wants and needs, and that you can be trusted to deliver them.