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Marketing to Seniors

The NEW Generation of RentersNow that the baby boomer generation has begun entering retirement we are starting to see the impact on property behavior. This is the NEW generation of renters.  This generation - those born between the end of World War 2 and the early years of the 1960s - are a very large group in our society; 76 million strong. This means that we are facing a large and growing demographic that is getting increasingly older with corresponding life needs. Changing needs While some may continue to live in the family home as they age, others will look for new housing, especially if it offers smaller, more manageable, more comfortable space. It is fairly common for older people to sell larger, family homes because the bigger space is no longer needed and the maintenance requirements have become inconvenient.   Growing customer base According to the U.S. Census, there are 35 million seniors in the U. S. today—12.4% of the population. Over the next decade that percentage is projected to increase to 16.5% (53.7 million people). Considering this as a customer segment, it has the potential to become one of the best sales pipelines in the market today. So, how do we attract this population to our community? Attitude is key. Remember to whom you are marketing. Yes, of course to the senior prospect - but also to their children and influencers. Don’t approach your customer as ‘old’ - studies show that we routinely think ‘old’ means ten years older......
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