TOP TWEETS THIS WEEK

1. MOST CLICKED: A SmartMoney blogger offers 10 boomer “facts” with the intro ”The aging Me Generation is still putting itself first.” Facts include “Paws off, Junior, the cash is mine” and “We can’t face reality.” http://sm.wsj.com/vgSXrp 

I was inspired to instantly figure out her age via her LinkedIn profile (31 years old). Matt Thornhill called her a boomer basher. Comments call her hateful. Share your thoughts in the comments below.

2. MOST SHARED: How technology adoption is changing among the generations. 2010 data from Forrester Research shows both younger boomers (45-54) and older boomers (55-65) ”fall behind the younger generations in terms of almost anything technology related” — except the amount of money they spend. Read the full report at http://bit.ly/tTFzIU

3. Google + has opened its platform for business profiles. As usual, we’re using Creating Results as a guinea pig to learn about Google+ biz pages and then will apply our learnings to clients. We’re at http://bit.ly/sPPRLc

4. Baby Boomers are anxious about real estate decisions (Inman News) http://bit.ly/s4HORw

5. “Green Houses” try to de-institutionalize nursing homes (NYTimes) http://nyti.ms/vSAUlZ.  We note this is similar to what client North Hill will be doing with their new “small house” design.

6. Social media explained in 61 words by David Meerman Scott http://bit.ly/scrgZ5

We’re honored that nearly 1000 people choose to follow and share our tweets. But, despite the rapid growth of Twitter, we know a lot of people interested in marketing to the mature consumer aren’t yet using this social/micro-blogging platform. Pew Internet & American Life has estimated that 13% of online adults use Twitter while 92% use email.

So, we’re introducing a new blog feature. Every Monday, we’ll bring you those tweets that were most shared/clicked/actionable/discussed during the past week. All with greater detail and delivered straight to your inbox.

Top Tweets This Week:

1. MOST CLICKED: Elderblogger Ronni Bennett (www.TimeGoesBy.net) tells the editors of the New York Times to stop using the word “elderly” and perpetuating ageism. http://bit.ly/sPr98L

2. MOST SHARED: Associated Press & LifeGoesStrong Poll: Baby Boomers prioritize living near adult children or family (73%) over living in a community with people “of your own age” (27%) in retirement. http://prn.to/tlHMtT

3. We love this idea from the LeadingAge 2011 Conference: Elie Wiesel promotes partnerships between children and elders in nursing homes. http://bit.ly/rKZcVl

4. We have @ChuckNyren to thank for this chuckle: 40 things that make old people happy … according to the stock photography so many organizations draw from. http://bit.ly/sRNKNa

(When you’re ready to invest in authentic photography that will move the sales needle, be sure to download our eBook with national “Photo Finish” research.)

5. Using Facebook for social engagement? You need to know that Facebook is showing your brand messages to more people, but fewer times. AdAge: http://bit.ly/s9tgbC

6. A new AARP surveys finds baby boomers and seniors are worried about today and tomorrow – specifically their own financial well being. http://bit.ly/uQ1d80

7. Do you want to reach Gen X and baby boomers? Consider radio advertising between 6a and 9a. Research from Magid Associates gets broken down at http://bit.ly/tTqGB8

Tell us what you think of this new feature! Use the comment section below or … Tweet @CreatingResults. We’d love to hear your thoughts.

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?

The copy is terrific.  Homebuyers truly looking for a good agent can relate to the situations described.  From the “Sell A Home” page:

“We believe in the 3-P’s of real estate marketing: Put, Put and Pray. Put a sign in the yard, Put it on MLS and then Pray someone will come along and buy it. We usually find that after enough time passes, and after several price drops the house usually sells itself without too much intervention from us. That’s an easy commission earned. We like easy.”

And you’ve got to love the photos and stories on the testimonials page.  Priceless!  

I can see this site working well to recruit more top agents to AgentHarvest while simultaneously educating consumers in an entertaining way and driving traffic the parent web site. What do you think about parody web sites as part of a marketing program?

The Blogosphere has opened up a new form of people watching for me, albeit a virtual one, and the plus is that I can find out what happens next. A case in point is Ronni Bennett’s terrific “Time Goes By” blog—“what it’s really like to get older.”

At 69 years of age Ronni decided to move about as far as possible within the continental US, from Portland Maine to Portland Oregon. (And while you might think the location decision had something to do with the “Portlandness” of it, that was just poetic coincidence.) On her blog, she has been chronicling her move.  These posts offer insights for those marketing real estate to Baby Boomers and beyond.

Emotions Dominate When Searching for a New Home

A cross-country move is unusual for Baby Boomers and beyond. The 2009 study by MetLife and the National Association of Home Builders found that 67% of those aged 65-74 plan to age in place with only 12% expecting to buy another home.

Yet the overwhelming reason seniors move is to be closer to family and friends. Ronni was born in Oregon and her brother lives there so this is very much a “going home” move. I think Ronni put it perfectly in a February post:

I have often thought that as we grow into our late years – the winter of our lives, if you will – there is an emotional pull, for those of us who have wandered away, to the homes of our youth.

Whether the draw is family or friends or the familiarity of your hometown, most of us tend to agree with Dorothy and Toto that it’s nice to get home. Or, as Ernestine, one of Ronni’s regular readers, posted in her comment:

Bottom line is whatever years we have left on earth – we need to be where our heart leads us.

As we age we’re more likely to listen to our hearts. Seniors base more decisions on emotions vs. logic and that is exactly what Ronni experienced as she blogged the day she took that big step of listing her home for sale.

 So I made the decision on the spot Saturday while the agent was here.

The decision wasn’t without prior thought and consideration. Yet, when it came to taking that first concrete step of moving, emotions ruled.

Three Lessons for Marketing 50+ Housing

What can builders and developers of new active adult communities, owners of CCRCs, Assisted Living Facilities, Realtors, and others involved in housing Baby Boomers and the Silent Generation learn from Ronni Bennett and her readers?

1. Listen. Take the time to hear what mature homebuyers or renters are truly seeking. How long do they expect to be in their new home? What do they need (short and longer term) to be comfortable? Feel safe? Connected? Happy?

Marketers can start the conversation with an interactive website tool or a simple printed/PDF worksheet that poses key questions. Then, listen – the answers will help you understand the motivation to move or even serve as the springboard for discussing different floor plans, finishing options, etc.

2. Make the move easier. Reading this blog, the “work” of moving becomes clear. As Ronni described her books and how she tackled which to take and which to sell, I shuddered. I’m having a hard time letting go of books I read to, and then with, my daughter, who is now in high school.

Paula, another “Time Goes By” follower, noted “most elders struggle terribly with moves–either avoiding them or being forced into them.” Moving and downsizing are hard both physically and emotionally. There are many ways to show your prospects that it is doable:

• bring in speakers (such as this May event at a CCRC),
• add a “Make Your Move Easier” section on your website,
• offer referrals to movers and storage services, or
• run a special promotion offering free downsizing services with your next three sales.

3. Talk frankly about the money. This is critical regardless of the type of move. Can your prospects afford what they need? What they want? Moves are so stressful; your sales and marketing team can try to reduce the financial worry.

Worksheets such as this one can be very helpful for the mature homebuyer and sales team. Many of our active adult community clients also have sponsored financing seminars.

So what happens next for Ronni? Her big move is scheduled for mid-May and – thanks to her blog – I get to find out what happens next. Safe travels!

“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.

In a new white paper with the “Top Ten Take-Aways from IBS 2010,” tip #9 addresses Untangling the Web.  While the seniors housing industry is buzzing about social media, there are a lot of questions about whether to dive in.

Is Social Media Marketing Worth It with Baby Boomers and Seniors?

For those with 50+ age-qualified properties, question #1 often is: Should I even bother? As we’ve talked about frequently on this blog, YES.  Seniors, Boomers, folks over 40 – they’re online, and actively engaged in social media.  Just last week, eMarketer highlighted the growing presence of Boomers on social networks.

It’s not just Baby Boomers, either.  The stats show that 36% of Internet users over 63 are actively maintaining a social networking profile.  (Roughly 13% of the entire US population is over 65.)

The short answer is every builder needs to be engaged in social media at some level.

Case Study: Using Social Media Techniques to Reach CCRC Retiree Prospects

Recently our team had the honor of working with Willow Valley Retirement Communitiesto revamp their website.  Willow Valley is the nation’s third largest retirement community, and – unlike most CCRCs which draw primarily from their local area – it’s a true destination.  Willow Valley attracts retirees from 37 states.

Their prospects are educated, active and typically in their 70s.  However, the Willow Valley and Creating Results teams recognize the gradual shift that will occur over the next decade, as the Silent Generation (born between 1925 and 1942) is joined by Baby Boomers (born 1946-1964).

Our plan for their new website was to make it not only functional and attractive, but to make the website the first stop on a prospect’s journey to retirement.  That means it has to truly engaging.  Social media techniques are built in throughout the site:

* share with a friend features – retirees can email, tweet or post content from any where in the site to their Facebook account
* videos embedded into the site from a branded WillowValley-TV channel on YouTube
* publications piped in from a digital publishing library that encourages sharing
* multiple calls for feedback and interaction (“suggest it to our librarian”)

The site is structured so that, looking ahead, the client can phase in more social engagement opportunities – message boards, blogs and comments/reviews.

Getting Social with Seniors, Strategically

Judging by the turnout at IBS social media sessions, many builders and developers are stuck on question #2 is: Where do I start?

I counsel our clients with active adult or continuing care retirement communities to start with the fundamentals, and that includes a plan.  Any business wanting to incorporate social media into their Boomer marketing should have a strategy, goals, and have a plan that shows how social engagement is integrated into their rest of their marketing program for maximum impact.

(Creating Results also offers clients a bundle of social marketing services, including education, strategy and training … but that’s another story.)

Let’s put the question to you:  In 2010, where will you start in your efforts to untangle the web and reach Boomers/senior homebuyers through social media? How can building community online drive sales for active adult and retirement communities offline?

Please share your thoughts and questions below.