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Baby Boomers and seniors are seeking a new lifestyle, not just a new home in a new community. Whether they plan to downsize, upsize or rightsize, at the end of the day what they are really seeking is a new home and new community which enhances their lives.

Recently I spoke at the International Builders Show. Conversations with attendees and attending others’ sessions reinforced the idea that adults aged 55 or better want out of their current homes where they have lived for 10, 20, 30 years or more. But what do they want to get into?

You don’t need to watch more than one day of HGTV to understand that everyone wants open concept, but these buyers also want lower-maintenance homes (inside and out thank-you) with greater function. More often than not 55-plus homebuyers stay relatively close to their current neighborhood but proximity to conveniences also is of prime importance.

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This post features two quick hits relevant to those marketing to 55 plus consumers. You'll also quickly note a theme ... Read on for why!

Betting on Brands

MarketingSherpa last year conducted an online-only survey in which they looked at who follows brands on social media. Key findings included:

"The older generations were also less likely to follow brands. Only 35% of 55-64 year olds and 35% of participants 65 years and older followed brands on social media, compared to 95% of 18-34 year olds, 92% of 35-44 year olds and 85% of 45-54 year olds."

This was pretty much in line with Creating Results' ongoing studies of Social, Silver Surfers. Our multi-year research into the preferences of older adults shows a great resistance to becoming a social follower.

New data shows more Millennials living with their parents, a rise in multigenerational housing.

I remember graduating from college in 1992. I had a degree from an excellent college, a decent GPA, a pretty strong track record of leadership and work while an undergraduate, and what seemed like no prospects for a job. Why? The early 1990s Recession.

So, what to do? I moved back home to Mom. Then I applied my most marketable skill (not the degree, no, but the 90-words-a-minute I could type) and got a job as a temporary secretary for a few months until I could afford to move out. A few months of multigenerational living with 60ish Mom and my 80-year-old Nana was more than enough for me.

With that context in mind ... This week's top mature marketing links could be a flashback for readers who are fellow Gen Xers or a present pain point for readers who are Boomers.

1. MOST SHARED: Boomerang kids are staying put with Mom and Dad. Is this the "new normal"? That's what Next Avenue's Sue Campbell asked after reading the latest Pew Research.

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Just when I've gotten into the swing of Sunday, Monday appears ... Time for our weekly round-up of resources for mature marketing! 1. MOST CLICKED: Veteran journalist Bill Moyers has been looking closely at aging in America for some time on his site, billmoyers.com, and his readers have reacted by posting their own stories of concern. Paul Buchheit's contribution to the conversation became the most…

Happy Monday!  Let's jump right into those mature marketing stories of the week that had people talking around the water coolers.  This week's focus is all about housing.  Have something to add?  Please note in the comments below, we'd love to hear from you. MOST CLICKED: Don't blame the Millennials for housing market woes.  At least that is the sentiment…

Yes, PBS’s hit Downton Abbey holds lessons for those selling to the 50+ market of baby boomers and seniors. So while Sunday evenings in front of the fire enjoying the upstairs/downstairs drama may appear to be leisure, it’s really sales training!  1. Formalities aren’t old-fashioned. While it may seem quaint to hear all the “Misters” and “Missus” we should remember…

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