1. MOST CLICKED: A post on email marketing and baby boomers and a case study that reveals the attitudes towards/challenges of aging in place tied for the most clicks.

To Email Boomers or Not To Email – Is That The Question? encourages marketers to realize – and embrace – the idea that older targets are receiving messages via email AND social media AND smart phones AND … As email expert Beth Rand (@BRAND727) writes,

“Email is not only a great medium for communicating relevant and timely information to Boomers and Seniors, its ability to present dynamic and engaging information tying to other online avenues makes it a no-brainer. So, if you’re questioning ‘to email or not to email Boomers,’ the answer should be a resounding YES.“

The Maryland AARP (@AARPMaryland) led us to a case study by The Coordinating Center (Baltimore) on the desires for and challenges of aging in place. It’s a terrific read for those in senior living. Interviewees used “stairmasters” as a symbol for the positives of aging in place and “stair lifts” as a symbol for the obstacles. I was struck by how many of the interviews were really more about social wellness than physical wellness, as one strengthens the other.

“I have a membership at the Athletic Club and I go three days a week. On Tuesdays and Thursdays I lift weights at Howard High. We are over 60 and it’s like a family thing. In fact we lost one member a couple of days ago. The coach asked everyone to gather in one little spot and she kind of walked away and she came back and she was full of tears.”

You’ll find the full report at http://www.coordinatingcenter.org/downloads/OFI/OFI_Case_Study_Report.PDF

2. MOST SHARED: Fewer Beds for Men Entering Nursing Homes http://nyti.ms/wzwbbB

Also receiving attention this week:

3. A terrific post on 5 things all email marketers need to know http://t.co/HRDt3djq

4. A campaign from financial services company FiPath tells GenXers they can’t count on Social Security, pushes retirement planning and offers to put $1 to pay off Social Security debt for every new member that signs up. Read about the campaign here – http://t.co/szrgl9KW – and please share your thoughts on this tactic below!

5. New stats show that advertising effectiveness and immediate recall of ads increase with age http://ow.ly/8Ofej

If you’re new to Twitter, please follow @CreatingResults for links to mature marketing resources throughout the week.

1. MOST CLICKED: Red, White and Gray – the high costs and high rewards of longer lives (The Atlantic) http://bit.ly/ymnGqu

2. MOST SHARED: Advocates say more gay-friendly senior housing is needed – many older gay, lesbian, bi-sexual and transgender adults fear discrimination and disrespect await them after a move to a senior community (CBS News) http://bit.ly/AaSNtt

3. Understanding the needs and concerns of baby boomers as they pass through five stages on the road to retirement (Albuquerque Business Journal) http://bit.ly/y08b1O

4. How choosing the right photography can make your marketing more effective with baby boomers and seniors (ICAA Journal on Active Aging) http://bit.ly/zrgdoV

And a tweet that should have received more attention – “6 Ways to Approach Branding and Social Media for Your Business in 2012.” The author of the post, Amanda Miller Littlejohn (@amandamogul), was inspired by one of our favorite books - Content Rules. She notes that too many businesses will dive into 2012 marketing without first taking time to think strategically.

“One of the things I’ve noticed when working with solopreneurs, small business clients and even non-profit organizations is the overwhelmingly ad hoc approach to creating content for the  web. I get it: small business owners are short on time and short on staff. We wear so many hats that it’s easy to forget the importance of planning. But planning is the best way that you stay on message and continually reinforce your brand.”

Read Amanda’s 6 tips here: http://www.blackenterprise.com/2012/01/04/6-ways-to-approach-branding-and-social-media-for-your-business-in-2012/

Don’t let the discussion end! Share your thoughts on 2012 planning or any of these links in the comments below.

By far the most shared post was Gaining Boomer and Senior Marketing Insights from Social Media. Find out what messages/strategies are hitting (or missing) the mark. Todd Harff recaps a number of resources that can be extremely helpful in determining and leveraging boomer and senior social preferences and behaviors, including  LinkedIn’s which allows you to see what is generating the most interest segmented by industry or group.

Other Top Tweets:

1. Santa’s Senior Secrets- An infographic chock full of not only holiday cheer but stats on seniors the world over.

2.  Baby Boomer social media revolution: More and more boomers flock to sites such as Facebook and Twitter.  How will you reach them?

3. Seven reasons direct mail and print remain effective marketing tools.

4. Interesting article via @AllThingsAging examining the rise of Ethnogeriatrics within diverse communities.

 (For a version which is larger/printable/easy to share, click on the image.)

As always, we feel feedback from our readers is a great gift. Please share your thoughts on this infographic in the comments section. And, HAPPY HOLIDAYS from Creating Results!

TOP TWEETS THIS WEEK

1. Holiday homecomings may last a long, long time for Baby Boomer women. Mostly driven by the recession, they’re now housing their adult children and don’t anticipate packing them up any time soon. http://bit.ly/u2VETl

2. Free social media tools your brand should be using to research baby boomers  and seniors bit.ly/vJnNeG

3. Retirement: Busy, but a different kind of busy. http://exm.nr/tTFTv5

4. As people put off moving into any type of senior housing, senior living providers are finding those entering are “significantly older—and in need of more care—than they were several years ago” reports Senior Housing News.  http://bit.ly/slWBXe

5. Featured by SocialMediaToday.com: Gaining Boomer and Senior Marketing Insights from Social Media by @CreatingResults ow.ly/1g6UNC

And a tweet that should have gotten more attention because these are words we can all live by … From Laura Fitton (aka @Pistachio, thought leader and the author of Twitter for Dummies): “Just in case you forget, sometimes http://ow.ly/i/n0AH“

Three fun yet actionable facts for marketers about 55+ consumers (Baby Boomers and beyond), from the National Health Statistics Reports:

1. Marriage can be good for your health … up to a point.  Currently married 55-74 year olds were less likely to report their heath status as “fair” or “poor.”  But adults 75+ who were currently married were more likely to report fair/poor health.  And more previously married adults over 55 reported fair/poor health than those who had never been married. (I guess it is not better to have loved and lost than never have to loved at all.)

Marketing implication: younger-old prospects who are currently married will be more motivated by, and should place a higher value on programs and services that help them maintain good health.  Segment your messaging appropriately.

2. “My wife says I never listen to her. At least that’s what I think she said.” (Anonymous) Married Baby Boomers and seniors are more likely than those unmarried/formerly married to report a hearing impairment.  They also are more likely to get a flu shot, visit a dentist and be a non-smoker. 

Marketing implication: sometimes it’s quite effective to direct your messaging at the spouse.  They often spot what their husband/wife needs and may not be willing to admit, and will prod them to address the problem.

3. Seniors with a spring in their step.  In prepping the report, the US Department of Health & Human Services asked Americans if they had difficulty with social and physical activities such as socializing, relaxing, carrying 10 pounds or walking a quarter of a mile.  Formerly married adults had the highest rate of difficulty with these activities; currently married adults generally had the fewest problems.  Regular leisure-time physical activity was higher among currently marrieds than formerly marrieds as well.

Marketing implications: First off, it’s important for marketers to recognize that 1 in 4 Americans over 55 has difficulty walking 1/4 mile.  1 in 5 is challenged by walking up 10 steps, 1 in 4 will struggle with standing for two hours and 1 in 10 has difficulty sitting for two hours.  The health and comfort limitations of mature prospects should influence how you plan special events, conduct tours of your historic attraction and/or design your sales centers.

Secondly, for marketers of active adult housing or CCRCs, divorced/widowed Boomers and seniors clearly have a need for someone who will encourage them to be physically and socially active.  This need can be filled by new connections at your retirement or un-retirement community.  That encouragement can be in the form of new friendships, the lifestyle director at the clubhouse, a bridge game and so on.  So be sure your marketing photography is something these formerly married prospects can relate to, with shots of friendly, active un-couples.

Happy Valentine’s Day!  Got another not-so-silly statistic about Boomers, seniors and marriage? Share it in the comments section below.

Todd - along with co-presenters Dee Minich, Group Senior VP of Sales & Marketing for industry leader K. Hovnanian Homes and Jennifer McKee Hannon of the McKee Group – will present “50 Ways to Engage 50+ Consumers Through the Web and Social Media.”  They’ll show attendees how to create their own Internet marketing action plan.  And, they’ll share key findings from Creating Results’ soon-to-be-released national study, “Social, Silver Surfers.”

If you’re headed to Orlando, find your way to West 314B on Friday, January 14th.  For the rest of us, here’s one big “ah-ha” Todd and his co-presenters will be stressing:

Want to pursue active adults? Stop hunting.  Start gathering. 

Gathering?  Yup. Gathering. 

Let’s be honest.  No longer are builders simply “hunting” 50+ homebuyers with oversized postcards targeted by age, zip and income.  Prospects begin hunting on their own – starting their research online, on their time, long before they think of paying you a visit in the real world.

So an integrated Internet Strategy that matches your prospects’ preferences is a critical resource to help you pursue AND nurture Leads.

Lead nurturing is an ongoing conversation, not a series of hit-and-run campaigns.

The Internet lead and the in-person lead should receive the same level of energy and service from your team. Start and maintain a conversation.  Find out where they want to talk to you (your website? by email? on Facebook?) and respect that choice.

Give generously and frequently of your (online) time and (relevant, useful) content.  Offer friendly incentives and discounts. Don’t think huge dollars, but make people feel special. 

Play match-maker for other resources.  That time-strapped Baby Boomer, trying to figure out how to downsize 30 years of household memories while caring for elderly parents and adult children and still keep her job … she’ll really appreciate your sharing a link to a reliable local plumber,  contractor, Realtor or moving consultant.

By shifting your mindset and pursuing an integrated online plan, you’ll build your brand, attract new leads through lots of lovely keyword-rich content, AND you’ll nurture those leads. 

Happy hunting gathering!

If you’d like to gather more insights into the online preferences and pet peeves of active adult homebuyers, register to receive the findings from Creating Results “Social, Silver Surfers” research at www.CreatingResults.com/social_silver_surfers.

But first, some context and a walk down memory lane.

Rising Numbers of Multigenerational Households

As AdAge notes,

Today 49 million Americans — more than one in six people in the U.S. — live in households with three or more generations, according to the Pew Research Center. The percentage is even higher for age groups 25-to-34 and 65 and older, where one in five, or 20%, live in these extended families.

While much of the increase in multigenerational households can be attributed to the recession, there is also an increased appreciation for the value of family. I grew up with my grandmothers living with us for a combined 10 years.  I know how much I benefited from their involvement in my life. From playing games … to hearing the same stories again and again … to having people who had the time and desire to focus all their energies on a child … to learning to be patient and help my elders … Growing up in a multigenerational household was a gift.

A Trend Already Impacting Age-Qualified Communities

Creating Results has marketed 52 active adult and age-qualified communities in 12 states over the course of 10+ years.  At first the communities were marketed to empty nesters and the vast majority of people who lived in the community were in their 50-70s (Baby Boomers and Silent Generation). Gradually, we began to see parents moving in with their adult children. These moves were prior to the economic downturn and were motivated by a desire to be with family.

Of course, the introduction of people in their 70s-90s had programing implications for our clients’ Lifestyle Directors.  How to make these new residents feel welcome? How to accommodate the desires of these older residents to stay active, even though they frequently had more limited mobility than younger residents?  Lifestyle Directors introduced a new set of fitness activities, outings and social opportunities.

Then, we began to see the younger adult children of older Boomers and Silent Generation residents moving into the age-qualified communities in greater numbers. Previously, it had been a rare exception for a 20- or 30- something to live in the community for anything longer than a temporary basis. But now, these young adults were moving in.

Part of this trend was motivated by the strong value that active adult communities offered even as the real estate market appreciated beyond reason. Parents and their adult (and childless) children purchased homes together and began requesting dual owner suites. It was a small percentage, 6 – 14%, but significant enough to cause changes to product design and programing. Interestingly, this percentage is quite similar to the percentage of multigenerational households in the country as reported by the Pew Research Center.

Many members of the Baby Boomer or Silent Generations are grandparents.  While children are restricted from being permanent residents at an active adult community, a growing reality is that the grandparents are providing the majority of childcare.  One of our clients – Central Parke at Victoria Falls – responded with special activities for grandchildren in recognition of the number of grandchildren who frequented the community.  We also responded with advertising that reflected the extended family.

As multigenerational households have evolved and grown in number, we’ve seen that the marketing, programming and design of communities have been impacted.

What has your experience been?  Do you see this trend as a threat or opportunity for 50+ communities as they exist today?

“According to the Del Webb survey, nearly a third of older Baby Boomers plan to move in retirement, with more than 50 percent planning to move to a different state, about 25 percent of them planning to move to a different city within the same state, and less than 20 percent of older Boomers planning to move within the same city.”

So, are we going to see a great movement of Boomers criss-crossing the country in the coming years?  The definite answer is: It depends.

What I find fascinating is that the results are different from the MetLife Mature Market Institute (MMI) / National Association of Home Builders 55+ Housing study which was completed just last year. It could be that the samples and questions are different, but Del Webb concludes that the Boomers are more mobile than MMI found.

Creating Results has spent more than 15 years of marketing real estate to older, more affluent homebuyers, including a large number of premier active adult communities. What we have found is that – absent the high cost of living states and escape from urban areas – only a small percentage of people are willing to move more than 100 miles.

Most people don’t want to move at all and would prefer to age in place.  In 2009, this desire helped turn active adult housing from a sweet spot into a question mark.  Boomers and beyond stayed put.

National studies can provide insights into broad trends, but it is generally not helpful (and even potentially dangerous) to apply the findings to individual communities. Motivators  vary significantly.  It is important to conduct specific research to develop target markets profiles for each community.

We also caution people against making assumptions about grandchildren and children.  For many Baby Boomers, this is a critical motivator.  However, for others it’s just not that important.

We wonder what percentage of the respondents to the 2010 Del Webb study were single.  In our experience, that is a growing market in which prospects often are not as concerned about proximity to grandchildren. In some of the active adult communities we market, 1/3 of the buyers are single and they complain that a focus on grandchildren makes them feel excluded.  They are concerned that they won’t fit into the commuinity.

What do you think of the 2010 Del Webb Study?  Share your thoughts below.

Baby Boomers are wounded, worried and wary.  Even those who have survived the recent economic challenges financially are psychologically scarred.

In a white paper with 10 take-aways from this year’s Builders Show, I share the philosophy of Tim McCarthy, Managing Partner of Traditions of America, the renowned developer of active adult communities in Pennsylvania.  Traditions sales and marketing team is focused on selling only to Active Adults who have come to terms with the reality of their economic situation.  These are Baby Boomers and seniors who are ready to move forward with their lives.

Understanding the psychological outlook of mature homebuyers influences the marketing techniques Traditions of America uses.  The most effective one focuses on building the confidence of top prospects.  (Get the details in this “top 10 take-aways” white paper.)

As our team noted in the December 17 edition of Selling to Seniors, the key is to get to know who your prospects are now.

“The world could be quite a different place now than it was just a few years ago for someone, and often, shifting circumstances are beyond their control. For example, … You may be marketing to somebody who planned very well and covered all his retirement bases, but then his adult child loses their job. Or a health-care issue pops up and now he has to make adaptations. So your databases may contain the names of people who a year ago seemed like they were right in line with your product or service, but it doesn’t necessarily reflect where they are now.”

There are many ways you can take the pulse of today’s active adult consumers: lost buyer surveys, data mining and social listening are just a few ideas.  Post your ideas below.

* Congratulations!  Now, what did you win?  How about the chance to prove how smart you are by sharing your strategies for understanding and motivating wounded, wary Baby Boomers in 2010.  I’ll see you in the comments section.