Seniors Housing e-Source - 08/03/2005 (Plain Text Version)

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In this issue:
How to Wow the Baby Boom Generation
You Have Access to Exclusive, Valuable 50-Plus Research
Network With SHC Members
Celebrate Your Achievements with Best of Seniors Housing Awards
Don't Miss the NIC Conference in Washington, D.C.
SHC News and Events: Fall Board and More
Seniors Housing Council Adds New Local Council in St. Louis
50-Plus Housing in the News
Aging in Place Momentum Growing

How to Wow the Baby Boom Generation

In this day and age of aggressive competition, your ability to market to boomers really can give you the edge. Why? Because boomers feel that marketers are failing them. In general, marketers spend more time and commit more dollars marketing to the Gen X population. Yet, we know boomers are the generation with the most dollars to spend.

Let’s look at key factors to consider when marketing to boomers:

Forget the gimmicks.
Steer clear of offers that are too good to be true. Boomers not only will see right through gimmicks, but they will be insulted that you thought they’d fall for them.
Soft sell the product: 'It’s all about me!'
If you want to create an effective campaign, remember one critical thing: it’s not all about the product; it’s all about your boomer consumers and what the product can do for them.
Understand boomers.
Boomers want marketers to understand them. If you give them the information they need, you will spark their interest in your product or service. Show boomers that you understand them, and you will provide an enjoyable experience during every stage of your relationship.
Provide solid information.
Boomers want worthwhile information so they can make educated decisions on their own. Don’t coddle the boomer buyer; instead, provide them with all the pieces necessary for them to make the right decision — buying from you!
R-E-S-P-E-C-T!
Boomers tell us they want our respect, our attention, and our good manners. Don’t forget, boomers are used to the world revolving around them. One bad experience will turn boomers off forever, and they definitely will tell their friends and family about it!
Earn their trust.
Earn their trust and you’ll earn their business. Studies have found that boomers are very brand loyal, so earning their trust pays future dividends — especially with referrals.
Make them feel like winners.
Boomers grew up expecting to be winners, and they respond to products and services they perceive as winners.
Mix it up — in the community that is!
Many boomers value intergenerational communities. An age-qualified community may not be the answer. In a small community (200 or fewer homes), boomers are more inclined to purchase if there are younger professionals residents. In a larger planned community, age qualification can work as long as there is diversity throughout the master-planned community. So don’t be afraid to mix it up!

In addition, there is one significant group that is largely forgotten by marketers: boomer women. Given that the boomer generation is the first to produce financially independent women, ignoring boomer women makes no sense.

Focus your message on wisdom from experience, emotional relevance, vitality, and inner beauty, but be careful how you position your approach. Talk to boomer women about convenience, not security, because these buyers don't want to feel vulnerable.

Surprisingly, boomer women respond to direct mail. One-third of older boomer women surveyed said they visited a new business in the last 90 days based off a direct-mail piece they had received. The practice of reading direct mail spans across older boomer women (1946-55) and younger boomer women (1956-64). They all agreed that they were more likely to open a direct-mail piece if it came in an interesting package.

Remember, boomer women cringe at being viewed as “mature.” Those consumers can't relate to the ultra-thin supermodel, but they also don't connect with the stereotypical grandmother, either. Boomer women can be a challenge to marketers, but they are worth the effort; 57% of single boomer women are homeowners.

As you can see, the boomer market presents great opportunities for good marketers and builders these buyers have been largely ignored by marketers ... until now. Don’t be intimidated: educate yourself. There is a wealth of information available to you on the boomer generation. Stay focused on boomers and their evolution. Don't forget that boomers have continued to redefine themselves and this trend will continue through every life stage.

Nanette M. Overly is director of sales and marketing services with Epcon Communities in Dublin, OH. Overly has more than 20 years of experience in the home-building profession, with a strong track record in residential real estate sales and marketing. She has been a featured speaker at Building for Boomers & Beyond: The Seniors Housing Symposium. Active in the Central Ohio Building Industry Association, she is an approved instructor for Certified Sales Professional Course. She can be reached at noverly@epmarkinc.com or 614-761-1010.