Posts Tagged ‘Baby Boomer’
Posted by Sibet B Freides in Demographics on June 2nd, 2009

One of todays hottest real estate trends are “multigenerational communities”. So what does this term mean, and how does it affect consumer demand?
This trend is part of a nationwide shift to the reuniting of extended families. Since 1990, this number has increased approximately 60%. Currently there are almost six million such households in the U.S.
The boomer generation is more health conscious than previous demographic groups such as the “silent generation.” Today’s boomer’s life expectancy and quality of life has greatly improved. Personal wellness is starting to become a lifestyle trend as more people seek relaxation and escape from the pressures of daily life.
Current boomer trends are indicating retirement at a much later age. Staying active and connected with others via more intimate village amenity centers or other meeting locations such as cafes and entertainment venues seem to be gaining more importance versus clubhouse and golf course neighborhoods.
So what type of product are they looking for? Smaller, more practical floorplans with rooms more in line with nature, allowing a richer environment to connect with friends and family members. For instance, a multigenerational floorplan could include two master bedrooms and a room dedicated to office or workspace.
Their influence on housing choices has been profound and will have a huge impact on trends in housing for the mature market as that ages gradually approaches the age of retirement.
Is green building important? Absolutely! Focus groups of boomers and Gen-X homeowners indicate how recycled materials and energy conservation are growing in popularity, and in many cases a deciding factor in where consumers buy their homes.
Posted by Sibet B Freides in Demographics on May 6th, 2009

Remember the good old days, when a stunning ad campaign alone turned heads and got results? Today’s consumer audience is more challenging than ever. They don’t have time for lengthy sales pitches, don’t want to be told what to do, have the ways and means to research on their own before even coming close to any decision making, and want to know precisely what’s in it for them. We’re not just talking about Generation Y, either. It’s the information undertow pulling us all into ADD-land, including the Baby Boomers once believed to be technologically challenged.
So how do we get through to an impatient consumer who seemingly has all the answers at their fingertips when it comes to marketing? Gone are the days of a clever, catchy headline and appealing creative doing all the persuading. Today’s consumer wants to be rewarded for their loyalty, because the Internet has made worldwide competition available with the click of a mouse.
Before even considering traditional versus Web 2.0 era marketing mediums, let’s first address your one chance to capture the ears of your potential buyer. Do you tout your capabilities, past experience, your award-winning process and solution to their needs? They don’t care. It’s a “me” generation. Everyone is completely absorbed in his or her own problems. How do you shake them out of their digital coma? DEFINE THEIR PROBLEM. In your marketing headline, on your website landing page, in your elevator pitch!
For example, which magazine ad headline would grab your attention and make you want to learn more for an active adult community?
“Create an Adventure With Every Day” or “Bored With Retirement? Create an Adventure Every Day at XYZ Community” (or even better, “Are Naps the Highlight of Your Retirement?”)
How about this one:
“Affordable Golf Course Living” or “Concerned About Your Long-Term Finances? See how far your money can go at XYZ Community”
To do this, you can start by naming a unique solution your company provides. How do you differentiate yourself from the competition? Great. Now, what consumer or client problem does this solve? Target your audience specifically and get in front of them addressing their problem and YOUR solution.
Written by Debi Taylor, Idea Associates, Inc
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