The Benefits of Incorporating Wellness into Your Marketing Strategy as a Real Estate Agent

The Benefits of Incorporating Wellness into Your Marketing Strategy as a Real Estate Agent

  • Lindsay Barton Barrett
  • 04/18/23

Wellness trends are at the forefront of many buyers’ minds as they become more conscious of how lifestyle decisions impact their physical and mental health. As this trend rises in popularity, agents have a lot to gain by accommodating this shift in buyer interest. Here’s an overview of wellness real estate and how it can present real estate agents with a more effective marketing strategy.

What is wellness real estate?

Wellness real estate refers to properties across all types that use intentional wellness elements throughout the building’s design, amenities, services, or programming. The resurgence of the wellness real estate industry is relatively recent, although key elements have been around since the 1900s. Lindsay Barton Barrett is very familiar with the wellness industry’s potential, as it has grown 22.8% in the past few years. Currently, North America has the largest wellness market, with Asia and Europe taking second and third place.

Common wellness features

Wellness real estate can take many different forms, whether it be commercial property, public spaces, or residential real estate. Even so, many communities and properties have similar amenities that work towards health goals. Here are a few telltale features experts use to categorize wellness real estate.

Clean environment

Many wellness properties promote clean living or a pristine environment to better promote a healthy lifestyle. Air purification systems provide properties with clean air, while water filtration ensures residents always have something safe to drink. Buyers interested in the industry will be looking for these types of smart investments, especially if they’re located in a big-city environment or somewhere where quality is a pressing concern.

Extensive natural amenities

Extensive natural amenities should be taken in context of location. A residential or rural area has the advantage of space and may incorporate community nature paths, waterfront living, or other outdoor recreation opportunities. Agents working in large cities like New York may add other natural amenities like nearby parks, community gardens, or rooftop patios. Whatever it may be, it’s typically exclusive or hard to obtain in nearby neighborhoods.

Healthy lifestyle

The amenities around wellness real estate should offer residents the ability to cultivate a healthy lifestyle. This includes everything from restaurants that accommodate certain dietary needs to fully equipped fitness centers that offer luxury services like saunas or private trainers, as well as community or property amenities like sports courts, pools, and golf courses. These amenities are typically easy to access or limited to members only.

Why use wellness in marketing

By 2025 the wellness industry in the United States is expected to grow at a CAGR of 16.1% for a value of $580.3 billion. This massive growth provides agents with plenty of new avenues for marketing and closing on higher-priced sales. Those who don’t make the adjustment may lose out on valuable clientele. Here are a few reasons professionals like Lindsay Barrett recommend the use of wellness in marketing.

Expand client pool

One of the major benefits of using wellness ideas in marketing is to attract a larger buyer pool. As an agent, it’s important to know what a client wants and how to get it to them. The best way for agents to capitalize on its potential is to take a proactive approach to learn about the wellness industry. Doing so allows an agent to better tailor their services for buyers in the area and presents agents with an opportunity to attract buyers who are unaware of the wellness trend.

An agent’s first impulse may be to associate a luxury client with wellness real estate. Although properties that cater to the industry tend to be higher priced, an agent actually opens themselves up to buyers across all price points. Homes of any kind can incorporate wellness designs like energy-efficient construction, non-toxic materials, and nearby amenities. Framing these home aspects as wellness gives agents another way to attract clientele.

More marketing strategies

Using wellness in marketing also opens up more strategies for real estate agents to use. Practically, using the term “wellness” is an efficient way to indicate a certain property type that can be incorporated into social media hashtags, listings, and search engines. This makes it easier for buyers to find agents that specialize in wellness properties in their locale.

Also, wellness real estate is attractive to multiple buyer types. These include first or second-home buyers, vacation home searchers, as well as investors looking to rent out a property. Some buyers purchase wellness properties for a better lifestyle and property value appreciation. Knowing this, an agent can use these intentions and specific wellness features to tailor marketing for a variety of purposes and clientele.

Higher priced sales

Simply put, many people interested in wellness real estate search for luxury or higher-end properties. Even if the property isn’t “luxury,” homeowners are willing to pay a premium of 10% to 25% for properties in wellness communities. Higher home sales mean higher commissions for agents.

Buyer satisfaction

As more buyers hop onto the wellness trend, incorporating at least a part of the industry’s tenants into marketing strategies may become necessary for buyer satisfaction. A basic understanding of wellness real estate and the expectations that come with the label can be an asset to agents unfamiliar with catering to that type of buyer. When agents can provide their clients with the services that they need, they’re more likely to maintain a dedicated clientele.

Don’t skip the wellness trend

The wellness industry in the United States has experienced serious growth as people across the country become more conscious about cultivating a healthy lifestyle. Buyers are interested in homes that promote healthy living and are willing to pay higher premiums for them. Agents should dial into wellness trends to incorporate them into their own market strategies and maintain buyer satisfaction. For more tips on buying and selling real estate, contact experienced agent Lindsay Barton Barrett.

*Header photo courtesy of Lindsay Barton Barrett

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