by Todd Harff
1. Elevators: 70% of buyers would be unlikely to buy a home with this feature. My recommendation- invest your dollars in single level living. According to the survey, 57% of respondents preferred this floorplan type (growing in preference among older adults).
INSIGHT INTO ACTION: Moravian Manor, a continuing care retirement community in Pennsylvania, offers a variety of cottage and townhome options for buyers- allowing first floor master suites and providing a variety of floorplan options that allow prospective owners to select a size that works best for them.
2. Golf Courses: Outdoor features are important to your prospective buyers. Focus on keeping natural wooded areas and incorporate walking/jogging trails and outdoor recreation features as opposed to golf courses to maximize community appeal.
INSIGHT INTO ACTION: At Arora Hills, the master-planned community "co-opted" adjacent outdoor recreation areas for marketing purposes, helping them stand out in a competitive market. Traditions of America recognized how important outdoor features are to prospective buyers, regularly surveying prospects on what they want most---even asking them to rank possibilities ranging from pickleball to basketball, influencing the amenities they build.
3. Chill the Wine Cooler: While entertaining (and the indoor and outdoor spaces that invite it) is important to home buyers, a wine cooler in the kitchen isn't. Instead, be sure to incorporate high quality appliances within your kitchens (62% would rather have a smaller house with high quality products than a bigger home with fewer).
INSIGHT INTO ACTION: Think functional and highlight those brand names that you've incorporated into your kitchens. Stanley Martin Homes takes it one step further through their online portal that allows you to browse through all design options, including appliances, by brand name.
Back in 2010, we extolled the benefits of using radio to market to Baby Boomers. But we warned you then that very soon traditional radio wouldn’t be the only game in town. Well, we were right, and we were wrong. The era of audio marketing is upon us. With increasingly tech-savvy seniors, it can be […]
Many active adult and senior living communities are marketed as 55+ or 65+ communities. And yet, when younger seniors (prospects ages 55-64) visit these communities in person, they may struggle to find residents as young as they are.
While industry professionals may have visions of communities where younger, more vibrant seniors make up the lion’s share of the population, making that transition is tough. But that doesn’t mean that your community shouldn’t try to attract youngers seniors — you just have to know what resonates with them. Here are four ways you can attract younger seniors through your marketing.
Having a community sales center that “wows” is a vital part of converting prospects into residents. It’s the bricks-and-sticks part of the sales process and gives prospects a place where they can look, feel, touch and experience your community and all it has to offer.
Baby Boomers are no longer new to social media. Many have adopted apps such as Facebook, Instagram and Twitter in their daily lives, yet marketers are still hesitant to market to this demographic, thus neglecting an audience of more than 76 million people in the US. In this month’s roundup, we look at why marketers should market to older adults through social media, and the best ways to do so.