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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.

This week I am writing from the International Builders' Show in Las Vegas. I'm particularly excited because during this year's conference I will be part of a panel of real estate industry suppliers discussing housing for Baby Boomers and Millennials.

To read some of the headlines, you’d think these weren’t only two generations, but two different species. But we aim to reveal similarities that could lead builders and developers to greater success in marketing to both groups. On Thursday, January 21st, I'll be addressing this topic with experts from KEPHART, an architecture and land planning firm, and Market Perspectives, a real estate research firm.

Diversity Driven

Boomers have more complex household structures than any prior generation ...

A Millennial’s Perspective on Marketing to Boomers In the spirit of gambling… When someone considers a 24-year-old heading to Las Vegas, I’m willing to bet they don’t think she’s there to learn about marketing to boomers. Believe it or not, that’s just what I got to do two weeks ago at the International Builders' Show. Me and 125,000 builders, marketers, designers…

Happy Monday! Following are the links and resources that were most shared, clicked on and commented on via Twitter and LinkedIn last week. 1. MOST CLICKED: Good internal communications are critical for the success of your external marketing http://ow.ly/8RcI0 "Make sure the left hand knows what the right hand is doing," writes UK blogger Kevin Baughen. Kevin specializes (that's specialises…

The question crops up regularly on LinkedIn Groups: "What is the best way to reach baby boomer and senior home buyers? Is social media the new priority?" Creating Results' own Beth Rand will help address that question today at the International Builders' Show, during her presentation "Marketing to the 50+ Buyer: Social Media and Much More." As experienced real estate…

That provocative headline is the topic of a panel Todd Harff will host today at the International Builders' Show in Orlando. Todd will be joined by three panelists who are nationally respected developers/marketers of a dozen communities catering to 50+ homebuyers. What the panelists have in common is persistence, creativity and success. What distinguishes them is the variety of approaches…

Many developers of active adult housing still struggle to separate hype from reality when it comes to online marketing and social media.  What really works with 50+ homebuyers?   That's the topic Creating Results' President Todd Harff will address next week in Orlando, where he'll be a featured presenter at the 2011 International Builders Show.   Todd - along with co-presenters Dee Minich, Group Senior…

Social media marketing seemed to be the topic of the hour at the 2010 International Builders Show (and other conferences I’ve attended in the past few months, such as the American Association of Homes and Services for the Aging event).  Builders and developers – of active adult communities, of intergenerational housing, of continuing care retirement communities – are all wondering…

It's time for tip #9 from my “top 10 take-aways” from the 2010 International Builders Show (IBS): “Untangling the Web.” Marketing to seniors and Baby Boomers via the Web involves making full use of SEO best practices, social networking tools, interactive features, active adult friendly designs and more.  Sadly, too many builders and developers forget to approach online marketing the way…

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