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Appeal to Family Focus When Marketing to Generation X

Appeal to Family Focus When Marketing to Generation X

Babies born in the cold-war-era between the mid-1960s and mid-1980s are labeled “Generation X.” As a group, this generation has been labeled rebellious, independent, skeptical, and entrepreneurial (AccountingWeb), but they also have a strong family focus. They don’t trust most marketing tactics, and they have a need to make a difference.

Shift your focus just a bit when marketing multifamily properties to this generation, concentrating on:

  • Family-friendly amenities: This is a major selling point for most people, regardless of generation identity. But, highlighting neighborhood location, property amenities like playgrounds or security, and local school ratings can boost your property’s appeal to Gen-Xers. If your property lacks a family-friendly atmosphere, invest in landscaping that encourages outdoor play for children. Or, focus on neighborhood features like nearby parks.
  •  Truth in advertising: Don’t make this group promises you can’t keep. If your marketing material makes your property sound better than what it really is, you will lose the interest of these natural-born skeptics. Tailor your message to focus on their values and interests; but above all, be honest and you’ll earn their respect.
  • Community: The Generation Xer who wants to be a part of something more will be moved by perks like community gardens, recycling programs, energy efficiency improvements, and community service partnerships for residents. Promote service projects by offering discounts on rent for hours worked, or host recycling contests or food drives that encourage friendly competition among teams of residents. Set up a community service group that adopts and maintains that nearby park. The possibilities are limited only by interest and resident participation.

There’s more…

It’s possible to set your multifamily property apart from the rest with every generation, just by paying attention to how they view the world. Give Generation X the chance to build a home and community that truly makes their world a better place, and you’ll build long-standing relationships with your residents that will pay dividends in the long-run.

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