The New Language for Lifestyle Communities
By William Becker, CAASH
The boomer generation is completely changing the way that builders talk to their customers. In fact, an entire new language has emerged, one that reflects the sophistication of today's older homebuyers, many of whom continue to work, as well as the active lifestyles they plan to lead.
When marketing to your customers or referring to your communities' amenities or special features, consider using the following language:
Old New
Computer Laboratory Technology Center
Arts & Crafts Learning Center
Exercise/Wellness Center Gymnasium/Fitness Spa
Locker Room Dressing Areas
Volleyball/Basketball Courts/Baseball/Bocce Sports Park
Clubhouse Community Center/Resident's Club
Ballroom/Meeting Center Town Hall
Sales Information Center Welcome Center
Recreation Amenities
Welcome/Get-Togethers Resident Parties
Tennis Courts Tennis Club
Homes Residences
Warming Kitchen Gourmet-Style Kitchen
Upgrades/Options Design Studio
Coffee Shop Internet Café
Sales Office Sales Pavilion
Model Homes Model Park/Gallery of Homes
Trails Biking/Walking/Hiking
Beach Area Lake/Ocean Club
When dealing with boomers, you have to speak a different language. Try it ... you'll make quite an impression on your buyers.
With 40 years’ experience marketing active adult lifestyle communities, William E. Becker, MIRM, CAASH, managing director and president of The William E. Becker Organization, has taught and written extensively on this subject. He has been presented with many awards for his accomplishments and is a popular speaker at industry conferences, including NAHB's Building for Boomers & Beyond: 50+ Housing Symposium.. Becker is a charter member and past president of the Institute of Residential Marketing and has been named a Legend of the Industry by NAHB’s Sales and Marketing Council and an Icon of the Industry by the NAHB 50+ Housing Council. He can be reached by e-mail or at 201-833-2610. [Return to top]
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