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Each Monday we bring you the top mature marketing stories that had people talking, commenting and sharing. While it's not Monday (we hope you had a wonderful Labor Day), we didn't want to leave our loyal visitors missing even one week of insights. This week we explore the differences in how people view emoji usage, the top markets to which…

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More people of all ages are watching / sharing online videos than ever before.

And studies show video marketing has power to motivate consumers – including Baby Boomers and Seniors – to act or buy.

Yet many senior providers don’t know how to integrate video into their marketing.

Over the next month, Jessica Ruhle and I will be sharing best practices for creating both product and lifestyle videos to strategically position senior-serving organizations. We’re honored to have been invited to speak to the topic at both the LeadingAge Massachusetts and LeadingAge Pennsylvania conferences.

Why are continuing care retirement communities (CCRCs), 55+ housing or any organizations focused on older adults considering video at all? Is it because executives are demanding it? Because they see everyone doing it?

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Last week I had the advantage of joining nearly 500 other paid search and digital marketers in the city of brotherly love for HeroConf, a conference focused on paid search marketing.

The program highlighted trends, best practices and even gave a few brief glances into the crystal ball of search engine marketing. I have so many actionable takeaways I was able to bring back to implement for our clients!

I wanted to share the love and reveal three exciting takeaways for senior living and real estate search marketers.

1. Don’t ignore Microsoft Bing.

Sure, Google is the giant (and you should be spending more with Google AdWords) but the power of search by the Bing Network is really growing.

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In a previous post about "Fun with the (Marketing) Funnel," we explored how email can be a powerful tool for bringing people into the fold and moving them through the purchase journey.

Today we'll focus on direct mail.

Recently I presented a program called “Making the Dinosaur Dance” at the LeadingAge annual meeting with my colleague Erin Read. The entire presentation explored how the direct mail "dinosaur" still can be incredibly effective with a senior target market.

Why would I recommend direct mail as a part of this integrated strategy?

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There is a new trend in the housing market within the 50-and-over age demographic: Rentals.

Per a new study, conducted by the Joint Center for Housing Studies of Harvard University, there is a rising number of middle-aged home renters.

According to the report, America’s Rental Housing, “recent declines in homeownership rates have lifted the number of middle-aged renters.” In fact, over the last decade, the number households occupied by middle-aged renters increased from 10 million to 15 million. As a result, the 50-and-over demographic accounted for over half of renter growth from 2005 through the third quarter of 2015.

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Google made another sudden, major change this week in regards to its search engine results pages (SERPs). While the change is still rolling out, very soon it will affect every search made through Google.

Why should you care?

If you are investing marketing dollars in Google’s paid search product, AdWords, listen up! I’m going to tell you why - and how to roll with the changes so that your senior living and housing marketing results do not suffer.

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A day late, but not a dollar short, this week's links reveal a need to be nimble. All industries must adjust to the changing and growing needs and expectations of an aging population.

We look at both ends of the financial spectrum here — from those who can afford to look for, and demand, options to fit their busy lifestyles, to those who are simply trying to survive without a pension or retirement funds.

MOST CLICKED: In the senior housing market, builders are increasingly looking at the preferences of the younger buyer.

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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.

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