Pop quiz: what topics were hot at this year’s International Builders Show? A. Green Building, B. Financing (good luck, buddy), C. Social Media, or D. The psychological outlook of Baby Boomers and other active adult homebuyers. If you answered “all of the above,” you’re today’s winner.*
Baby Boomers are wounded, worried and wary. Even those who have survived the recent economic challenges financially are psychologically scarred.
In a white paper with 10 take-aways from this year’s Builders Show, I share the philosophy of Tim McCarthy, Managing Partner of Traditions of America, the renowned developer of active adult communities in Pennsylvania. Traditions sales and marketing team is focused on selling only to Active Adults who have come to terms with the reality of their economic situation. These are Baby Boomers and seniors who are ready to move forward with their lives.
Understanding the psychological outlook of mature homebuyers influences the marketing techniques Traditions of America uses. The most effective one focuses on building the confidence of top prospects. (Get the details in this “top 10 take-aways” white paper.)
As our team noted in the December 17 edition of Selling to Seniors, the key is to get to know who your prospects are now.
“The world could be quite a different place now than it was just a few years ago for someone, and often, shifting circumstances are beyond their control. For example, … You may be marketing to somebody who planned very well and covered all his retirement bases, but then his adult child loses their job. Or a health-care issue pops up and now he has to make adaptations. So your databases may contain the names of people who a year ago seemed like they were right in line with your product or service, but it doesn’t necessarily reflect where they are now.”
There are many ways you can take the pulse of today’s active adult consumers: lost buyer surveys, data mining and social listening are just a few ideas. Post your ideas below.
* Congratulations! Now, what did you win? How about the chance to prove how smart you are by sharing your strategies for understanding and motivating wounded, wary Baby Boomers in 2010. I’ll see you in the comments section.
