White Papers, eBooks
White paper: 15 valuable tips for designing for baby boomers and seniors.
With more than 88 million Americans over 50, it’s important to create designs that reflect natural physical and mental changes that come with aging, reinforce the marketing message and speak directly to the targeted mature consumer.
The variety of features and functionality that can be included when designing a website for baby boomers and seniors can seem overwhelming. This glossary, shared at an NAHB board meeting and the 2011 International Builders Show, is a handy and possibly inspiring reference for marketers of 50+ housing.
Creating Results surveyed hundreds of 40+ American consumers (Gen X, Baby Boomers and Silent Generation members) to find out:
- How they really feel about website design and usability
- What web tools are favorites
- What pet peeves exist and
- Their attitudes and concerns regarding social networking.
Todd Harff, president of Creating Results, one of the nation’s top real estate and baby boomer marketing agencies, took on the 2010 International Builders' Show. He attended over a dozen educational sessions, walked the entire floor and interviewed more than 20 builders and developers.
In this “top 10 tips and take-aways” from IBS 2010, Todd poses a series of questions for builders, developers and those working with active adult and retirement communities to consider as they look for better sales and better results in the coming year. He also talks about how builders targeting boomers and seniors can "untangle the web."
BY Todd Harff
Our economy may finally show signs of recovery, but in 2010 many marketers of wellness/health facilities and services to age 50-plus adults will continue to be challenged. They’ll be asked to connect, motivate and inspire Baby Boomers and beyond with advertising, websites and other communications. All with potentially smaller budgets, reduced staff and less time.
How can your team rise to the challenge? One way is to harness the incredible power of pictures.
In challenging times, every marketing element must pack a powerful punch. A recent survey by Creating Results discovered that a majority of active adults actively dislike a common advertising design style, that Caregivers prefer lifestyle photography to product shots, and much more. Learn how you can spend less money and see more results with the right photography.
Working for a Life... Not a Living!
How people who refuse to retire are changing 55+ communities.
By Todd Harff
Nancy Gunning, the single, fifty something President of Chesapeake Resources reflected on her future, “I came from a humble background and thought that I would have to work till I dropped dead. Now I have a choice. I know I’m going to do something, but I just don’t know what I want to do when I grow up.” In the next five years she plans to leave her current job, but she’s not thinking “retirement”. She sees a future full of opportunity, meaningful work, flexibility, travel and a spacious no maintenance condo. The last place she wants to be is in a community with “old people sitting around.”