Marketing to Baby Boomers is understandably a primary focus of many property managers. Numbering more than 76 million, Baby Boomers cut their teeth on a postwar America that taught them to let loose through “free love,” value their independence from family, and question authority. They’ve been through some of their own hard times, especially in the job market, and they don’t trust modern branding.

The challenge with Baby Boomers is not getting their attention, so much as it is keeping it. AccountingWeb says today’s “marketers now are finding that this demographic is market-savvy, consumerist, and are happy to brand hop thanks to the fact that they came of age in the swinging sixties when novelty and experimentation were favored over conformity and tradition.” This means that you might earn their favor, but developing their loyalty will require that you go above and beyond. Think: continuous property improvements.

As they age, kids of the Baby Boom still value their freedom. Their families may be encouraging traditional nursing homes or assisted living facilities, but a savvy multifamily property manager can provide a less-restrictive alternative that doesn’t carry that “old folks’ home” stigma.

To reach Boomers, you’ll need to tap into digital marketing channels. A recent DMN3 study revealed that 96 percent of Baby Boomers use search engines, 95 percent use e-mail, and 92 percent report shopping online. Craft a digital marketing plan that pays close attention to:

• Regularly updated SEO efforts, so that a Boomer can easily find your property by name, location, or amenities.
• Evolving CRM campaigns that focus on continuous lead generation and regular email marketing contact.
• A website that is user-friendly and allows Boomers to comparison-shop for their new home. Include details about the property, neighborhood, and prices for ease of comparison.

Applying Your Knowledge

Appeal to a Boomer’s sense of independence and freedom while also providing what they’ll need for aging in their own home. It might take a little extra effort and attention to detail, but this group is young-at-heart and ready to improve your multifamily community with their energy and hard-won loyalty.

Sources:

http://www.dmn3.com/dmn3-blog/3-most-effective-channels-for-marketing-to-baby-boomers

http://www.accountingweb.com/practice/team/identifying-understanding-and-marketing-to-the-generations