By promoting family-friendly amenities, Victoria Kennedy writes, you can make your marketing more irresistible to moms and dads who are ready to become homeowners.
Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
There’s little question that price will always be a factor in real estate. However, if you’re trying to attract families to your listing, or if you frequently work with families as a buyer’s agent, cost doesn’t always drive their decision to put down a bid. For many homebuyers who have (or intend to have) children, planting roots in a neighborhood that features family-friendly amenities takes precedence over price.
This presents a major opportunity. Research shows that younger families are moving into the suburbs in record numbers. According to 2024 research from the Economic Innovation Group, twice the number of families have relocated into more rural areas than before the pandemic. In other words, your suburban or rural market may have more interest from families seeking properties that aren’t in congested cities.
What exactly can you do to appeal to all these families looking for the type of real estate your market offers? Try including some of these features within your marketing.
Community gathering spaces
Highlight indoor and outdoor areas that are accessible to all homeowners. These can be a huge draw for parents with kids.
Pools and well-designed playgrounds catch the attention of families looking to find the ideal place to call home. In terms of indoor spaces, a community fitness facility and room for events show families that the community has anticipated their needs. Some people like the idea of hosting gatherings in spaces other than their homes. Consequently, it’s convenient for them if they have a neighborhood space at their disposal.
Walkable areas
Far too many children are nature-deficient, spending less time outside than they should. And being cooped up can have long-term ramifications. As noted in recent research, nature deficiency can lead to cognitive, social and behavioral issues. Therefore, parents seeking real estate may want walkable areas.
An example of walkability could be extra-wide streets or sidewalks. Even if a listing’s neighborhood doesn’t have those features, it may still be appealing if it’s close to trails or paths. That way, families can get the exercise they need.
Be sure to consider communities that are friendly to bike riders as well. People for Biking research shows that bicycling is trending across the United States. Highlight bike racks set up throughout a development to encourage families to bike together.
Sustainable features
Young families are into the practice of sustainability. For instance, younger drivers are opting for electric vehicles more frequently than older drivers, according to Pew Research. With this in mind, highlight homes and neighborhoods that feature electric vehicle charging stations.
There are other ways to show that a neighborhood has been planned with sustainability in mind. Landscaping that includes native plants that aren’t hard on the environment and don’t use a lot of fossil fuels to maintain offers responsible curb appeal.
Another eco-friendly feature is solar-powered exterior lights. The less reliant lights are on the electric grid, the better. Be sure that you’re letting potential homebuyers know about sustainable offerings in all your listings’ marketing materials.
Safety updates
Parents want to raise their children in safe communities. Consequently, do all you can to highlight safety features. Recently repaired or redone sidewalks and common spaces are a good place to start. Well-lit neighborhoods and safety enhancements, such as street lamps or community entrance spotlights, are good features to point out to potential buyers.
Business and education accessibility
Offering easy access to the community may be a differentiator for a neighborhood. For example, you may want to emphasize proximity to local businesses, eateries, stores and schools. Many planned communities feature on-site places to dine and shop. If you’re able to include those types of establishments within your pitch, you may increase desire and demand from first-time and young homebuyers with growing families.
Every time you add a family to your market, you’re adding more diversity to the fabric of the neighborhoods you serve, while boosting your revenue streams. Families can be finicky about where they decide to plant roots. By focusing on promoting family-friendly amenities, you can make your service more irresistible to moms and dads who are ready to become homeowners.
Victoria Kennedy is CEO of Atman Real Estate. Connect with her via email.
