Know-How Exchange : Advertising/PR

Why not focus on media that targets retired (or soon-to-be-retired) folks? If the homes are built in a specific region, then media that also focuses on highlighting the benefits of the region. Finally, don't discount PPC advertising to quickly hone your keywords for your target market.

Larry, we've been focusing on mature consumers for more than 15 years. While traditional media (expensive newspapers, magazines and television) are consumed heavily by the 65+ cohort, the 50+ cohort is a moving target. You are likely to be speaking to "empty nesters" who are downsizing from the family home to the home where they will spend their retirement. There are ways to target them fairly inexpensively with targeted web sites (Grand magazine, Thirdage.com) and PPC, which can be geo-targeted. We have also had success forging partnerships with other companies appealing to this target who are willing to pool advertising dollars for a bigger presence. For example, could your company work with a designer, kitchen planner, and then get co-op funds from an appliance company like Wolf or GE?

Finally, the biggest mistake made in real estate advertising to this target is talking product and features and not lifestyle and the outcome of choosing your product. These people are moving from one lifestage to the next. They need support, reinforcement and a slap on the back for making the right choice. What support tools can you provide to make them ambassadors for your brand? You want them to go sell your product to other couples just like them! Is it a referral program that provides a free subscription? An upgrade on something in their home? A meeting with a downsizing moving service? (We have a few who are outstanding!) Boomers will act independent and casual on the surface but actually require a bit of decision support for their move to a new home at this stage.

Hi, Larry-

Here's some additional food for thought-

One of the biggest mistakes marketers in this day and age make is to assume that everyone within a certain age category is at the same stage in life and has the same interests and needs. I know PLENTY of people in their fifties who still have school-aged kids, are not even considering retirement, and are offended at the marketing directed toward them that assumes they are "seniors." At the other end of the spectrum, there are likely folk in their thirties who are independent and unencumbered and would consider your product as a way to a simpler life.

So, bottom line- segment your prospects by lifestyle and interest rather than by age.

Good luck!
Polly