A Last Thought from Las Vegas: Put Away the Poker Face
Third in a series of posts reflecting on marketing homes to 50-plus homebuyers, from a Millennial’s perspective.
Last week I shared two take-aways from my time at the International Builders’ Show in Las Vegas — the importance of grabbing a prospect’s attention and the need to invest in a website the way you would a model home. We finished post #2 with a question:
“What’s the one thing your brand can give boomer homebuyers that they can’t search for on Google?”
If you guessed “service,” you’d be hitting the jackpot! Today’s 50-plus homebuyers are expecting on demand, high-quality service when it comes to their purchasing decisions. It is critical that your team meets boomer expectations.
How can you do this?
1) Create an environment of trust and transparency. Previously, buyers would rely on longevity for purchasing decisions. For example, your family has gone to Walgreens for decades. Therefore, it is your “trusted” go-to pharmacy. Nowadays, buyers are more concerned with transparency vs. longevity. Think about those calorie counts on all food menus. While learning how many calories are really in that “skinny” salad could ruin your appetite, the transparency allows for a feeling of confidence in the brand.
You want your sales teams to convey that same feeling. 50-plus homebuyers want transparency in price, offerings and selections. This means that your team should have a strong grasp on all of these pieces to deliver high-quality service – creating credibility and a bond between you and your buyer.
2) Resident testimonials are a powerful tool to use in marketing to boomers that can communicate transparency. From a millennial perspective, I appreciate a story from someone in my demographic. But, there are so many variables and perspectives that it sometimes can be hard to relate. For example, I follow a few fellow millennial fashion bloggers to keep up with what’s in style. They may be the same age as me, but I don’t actually relate to them – there is no way I would spend $2,500 on a handbag.
The 50+ audience is different. Their upbringing and current situations are more aligned than my generation. They are looking for similar things in this stage in their lives. Use that to your advantage. Leveraging positive experiences from your homeowners through testimonials is a service. It allows for your target audience to say “I relate to that person and I can picture myself there.”
3) Ratings and reviews are another increasingly popular way to create an environment of trust. Millennials like me rely heavily on Yelp, for example, to find restaurants, hotels, etc. More and more 50-plus homebuyers are using similar tools to influence their purchasing decision.
Because there has been such a shift toward digital with less face-to-face time, it’s increasingly difficult to build trust with online prospects. Something as simple as a positive review tells a compelling story and reinforces confidence in your brand.
Creating Results recently applied these insights into a site redesign for leading 50-plus homebuilder, Traditions of America. Their ratings and reviews pages are something they can give buyers that Google can’t.
Your marketing is definitely not something to gamble with. By incorporating these ideas and suggestions, you can bet that you’ll reach your 50-plus audience in an impactful way.
How do you plan on hitting the marketing jackpot? Share your thoughts in the comments section below.
RELATED: Part 1, Playing the Best Hand to Reach Your Audience