Janis Ehlers, president of The Ehlers Group, and Margaret Wylde, president of ProMatura Group, collaborated at last month’s International Builders Show in Las Vegas to present findings from a telephone survey of most recent active adult purchasers throughout the country and related marketing strategies.
ProMatura Group’s data was compiled from purchasers in 135 active adult communities throughout the country. Nearly 600 participants who had moved to an active adult community within the past two years were surveyed.
According to Wylde, drawing on the most current information was especially relevant in this market since buying behavior may have significantly changed due to economic conditions.
“When prospective buyers may take up to eight months to make their buying decision, marketing strategies need to adapt to their timeframe,” said Ehlers. “Keeping buyers engaged and returning to the community takes a creative commitment.”
Ehlers recommends revising marketing plans to better utilize a variety of advertising, publicity, promotional efforts. Additionally, e-marketing techniques offer opportunities to stay connected. Using e-blasts, e-newsletters and e-correspondence is effective as well as delving into the efforts by salespeople in building and maintaining customer relationships is needed.
“Appearance of grounds and buildings ranked much higher than green construction materials in influencing customers’ decisions,” Ehlers said. “Builders need to look at their communities as customers. Especially when sales are slow, refreshing and rejuvenating signage, landscaping and exteriors can bring new life to a community.”
Merchandising the green construction features is of value too. Developers should take greater advantage of this marketing opportunity to educate the consumer.
Word of mouth referrals ranked nearly as high as community marketing and this supports the value of customer service and satisfied customers, agreed Ehlers and Wylde.
The 50+ consumer has networks of friends and families. They talk about their buying experiences. Families were highly influential in referring parents to a community.
“The buzz a community creates through special events, e-marketing and traditional marketing can’t be underestimated in keeping the community’s name out there,” Ehlers added. “Communities where there is one-on-one contact with the builder offer an excellent opportunity to forge friendships with customers; key in the customer relationships.”
The study supported that the 50+ customer needs to see reality. The investment in model homes and a clubhouse were very effective in the purchase decision.
Additionally, the sales representative strongly affected the purchase decision of the active adult customer. Ehlers and Wylde noted this is very indicative of the value of an in-house sales team and that training opportunities in customer skills need to be on-going.
The Ehlers Group offers an e-newsletter with marketing tips for 50+ communities. For a complimentary copy, please email info@TheEhlersGroup.com. For a copy of the Ehlers/Wylde IBS presentation, please email info@promaturagroup.com.
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