Marketing Apartments to Active Adults Mike Brewer To
Marketing Apartments to Active Adults - Mike Brewer
To preface Active Adults are not statistics Home really is where the heart is Taglines The third age Forward Living Gray Wave Aging in place Redefining small Right-sizing not down-sizing It is a process; it is not a traditional leasing process. It takes time Not homogeneous, can’t make sweeping generalizations Healthier and Wealthier than previous generations Embrace youthful lifestyle Want new pursuits and to fulfill undone areas of their life Motivated by lifestyle change not real estate purchases
Active Adult Living Age 55+ 21% of the population is age 55 or older 330 an hour 25% of population by 2010 75 to 80 million people Born between 1946 and 1964 $2 trillion to spend annually 22. 3 million have incomes over $50, 000 Half will continue to work; consulting and telecommuting Very discriminating when searching for housing They love to gab Desire independent living Desire to remain very active Desire a sense of community Do not desire to be confined Not all active adults desire to move to another city, state or country Climate is important Can focus more on wants vs. needs Young at heart Want to avoid stress
Trends Want to be close to family Moving back from Florida and Arizona Moving back to the city from the burbs Overwhelming choices to com Smart living (for older Active Adults) Fridge that tracks use Flooring that tracks movement
How they receive information News junkies Television: 80% watch both regional as well as national news Watch more TV than any other activity Up to 6 hours a day News, game shows and talk shows Top networks; Hallmark, TCM, Golf Channel, History Channel, Fox News, CNN, AMC, and TWC Newspapers: 80% read the newspaper daily or several times a week Top Sections of the newspaper; general news, editorial page, business/finance, sports, food/cooking Internet (according to Nielsen/Net. Ratings, active adults are the fastest growing age group online 70% of active adults go online (57% for news, 76% to purchase goods and services) Use search to find information More likely to use print or product labels to go to websites
What they face When they want to move Where they want to move How much they can afford to spend Proximity to healthcare Choices are growing Do we need two locations Does my spouse have the same dreams Climate Purpose Work? Volunteering opportunities Are we close to friends and family Want to be close to the city Want to be close to the beach Want to be close to small town and cultural events Want to be near a lake or river for fishing Close to resorts for weekend getaways Might move more than once They are on a fixed income Failing eyesight
Questions they ask themselves Do I want to maintain my current home as I age? Am I willing to leave the home where I raised a family? Do I enjoy being a part of a community? Do I want to live around others my age? Would I like to live in a facility with amenities such as a pool and golf course? Am I comfortable living in an apartment? Do I have the income or savings necessary for monthly rent? They make lists of things they enjoy and then they prioritize them
Benefits they look for Low maintenance cost and time commitments Security Low cost Freedom Camaraderie Close to family and friends Uber-premium customer service Work on emotions and how you make them feel Key elements: timing, dependability, communication and flexibility
Community Amenities Super huge community centers State of the art fitness facilities Access to trainers and assistance in diet, health and well being Indoor/Outdoor swimming pools Saunas Shuffleboard Bocce ball Arts and Crafts Libraries Computer labs Game rooms Wii and other life enhancing video games Spa Tennis courts Basketball courts Horseshoe pits Walking trails Restriction on children
Apartments in General Single Family Feel Single Story 2 x 1 and 3 x 2 most popular floor plans for apartment living 900 to 2000 sq. ft. 1 x 1 if older than 75 Want space to be uniquely theirs (choice) Open space with lots of light Urban settings Smaller developments Attractive scenery
Apartment Amenities Single floor Master, Kitchen, Living and Laundry If 2 story: guest live upstairs Home offices Free wi-fi in unit and hotspots in the clubhouses and pool areas High-end kitchens Granite Countertops Hardwood floors Tiled Bathrooms Few steps or stairs Toggle switches Lever handles Wider doors Shower with a seat Little of no maintenance or upkeep (yard, snow or landscape)
How to reach them Websites Print media guides (Senior Outlook: For Rent Magazine) Rotary Club and other social meetings HR health fairs Company specific seminars Newspapers stories Television stories Infomercials
Marketing Words to avoid Retiree Senior Citizen Aging Elderly Golden years Silver years Prime time Mature
Marketing Messages that work Emphasis “Active” Value/Affordability Benefits Lifestyle they want Sense of community Both social and intellectual Amenities Social in nature Enhance experience around dining and activity
Where to market Channels that deliver news and information Websites (must emulate the personality of your community) Video, hosted tour of community and specific units Easy to create and share conversation; forums, blogs Maps and downloadable colorful and designable brochures Banner ads on relevant news oriented sites Online communities; Web 2. 0 or social media sites around the follow: News, local dining, activity calendars, message boards, local events, weather, games, downloadable handbooks Branded E-newsletters Blogs Search engines (www. cranky. com) Media press releases Lifestyle, health and business reporters Grand opening, unique people in community, national trends that you can localize to your community
Website tips Larger fonts or at least the ability to increase size Easy to navigate, simple, clean, consistent Provide checklists of things to think about Lists of questions to think about Provide common answers to those checklist and questions Test it with users and be open to change Link to sites dedicated to active adults Pay for links if need be Think about PPC (pay per click); Google’s adwords Get SEO counsel Be prepared to follow up fast; they expect it
Resources where you can learn more Activeadultmag. com Best. Guide-Retirement. Communities. com Activeadultliving. com Topretirements. com Myactivecommunity. com Newretirementcommunities. com Retirementhousingonline. com Senioroutlook. com (Forrent magazine)
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