Today’s 55+ consumers have something many prospective homebuyers do not: plenty of purchasing power and built-up equity. While this makes them a compelling group, you first must take into account their unique point of view, or it’s unlikely they will buy.
No more than “all millennials” fit into a box do “all boomers” think the same way or want the same things for their lives. This is a discretionary, self-actualized cohort that is not defined solely by their age. The better you understand their preferences and motivations, the more likely you are to earn their trust and confidence.
Avoid ‘selling’ to them
As experienced consumers, 55+ buyers can spot a sales pitch from a mile away. Instead, focus on clear communication of your offerings and give them plenty of information and control so they can make their own informed decisions at every touch point. But also, make it easy for them to connect when they have questions.
Paint the right picture
This audience sees themselves as active and healthy, so it’s important to portray this consistently throughout your marketing materials. Imagery and messaging that reflect a robust and active lifestyle will resonate with this group. As will images and testimonials of actual residents.
Leverage social media
The 55+ consumer engages in social media. Facebook and Instagram allow you to showcase your community and connect with potential buyers. Effective content strategies help this consumer to envision themselves living a great life among people they want to spend time with. By all means, have a responsive social media manager ready to answer questions and guide people toward next steps in the sales process as appropriate.
Lead with lifestyle
While most 55+ active adults have clear ideas about floorplans and finishes, they’ll first need to assess the lifestyle of your community before getting serious. They’ll want to know there is a community of people who share similar ideas around purpose, fun and how they want to spend their time. Facilitate opportunities — online and in person — for them to explore gathering spaces, to get to know residents and to experience the lifestyle and vibe firsthand.
We’ve helped homebuilders and developers connect with 55+ consumers time and again. If you’re looking for a partner that understands how to be successful with this buyer, we’d love to chat. Reach out to Barbara Wray at barbara@wickmarketing.com or call (512) 564-4289.
