Skip to content

615-294-1886

d@clairemontcommunications.com

Clairemont Communications

Clairemont Communications

  • About Us
  • Awards
  • Blog
  • Our Work
  • Services
  • Contact Us
  • About Us
  • Awards
  • Blog
  • Our Work
  • Services
  • Contact Us

Marketing to 55+ Homebuyers

August 31, 2016January 31, 2023 Cherith AndesBlog, Marketing, Real Estate PRage-qualified homes, age-qualified PR, babyboomer marketing, home marketing, real estate PR, retirement homes

Once upon a time, “retirement” included visions of secluded mountain mansions, expansive vistas and a full-service, tuxedo-clad wait staff armed with lobster dishes and fine wine. (Or something like that.) Relaxation and larger-than-life luxury were the hallmarks of a successful retiree after a lifetime of toil.

Not anymore. New research reveals that the next generation of 55+ homebuyers have revamped the entire retirement ideal. The influx of active, connected baby boomers has necessitated a fresh approach to housing offerings and frankly, how we talk about the housing.

What Matters Now

1. Social Structure.

Rather than just seclusion and luxury, baby boomers seek connectivity. They’re ready to pursue hobbies and interests, but they’d rather do those activities along with a vibrant network of friends. The next generation of retirees will sacrifice the ideal house for one with closer proximity to family, and their eyes are peeled for retirement havens with a robust calendar of social activities, interest clubs and community events. Baby boomers — especially men — value physical activity and wellness, making on-site amenities all the more attractive to this generation.

2. Location, Location, Location…by foot.

Almost half of baby boomers seek a home just 15-30 minutes from a city core, but many also desire a range of offerings within walking distance. Master-planned communities, such as Clairemont client Briar Chapel, provide an ideal structure for those looking for their retirement haven; miles of hiking and biking trails offer opportunity for exercise, while Briar Chapel’s vibrant commercial section provides quick access to restaurants, entertainment and quality healthcare — all within a stroll of your back door.

3. …but not size.

The 55+ population ditch large, roomy houses in favor of one-story villas. Function and form far outweigh size. Key desirable factors include an open floor plan, a first-floor master bedroom, accessible and ample storage and minimal yard work.

Oh, and while you’re at it, two-thirds of baby boomers have pets (which they treat like royalty), and most of them have more pets than they do children. So make room for Fido in your floorpan.

So what does this mean for marketers?

1. Lifestyle over luxury.

Based on this research, effective messaging and marketing strategies will highlight the activities and culture of a community. Testimonials from friendly neighbors, Facebook Lifestream of neighborhood events, photo albums of gardening or exercise clubs — tactics like these proffer strong leverage when demonstrating relationships rather than the shining upgrade options of the home itself.

2. Proximity over product.

Due diligence for any home purchase includes a thorough investigation of the home specs. Hence, spend less time touting the granite features and glorious patios, and devote your messaging to featuring all of the opportunities within a short drive or walk of this home. Partner with local restaurants and hotspots to share their special events; offer a downtown tour of cultural experiences as part of your lead generation and sales cultivation.

3. Nothing speaks like experience.

Baby boomers aren’t a “tell me” generation; they prefer to experience life and make hands-on decisions for themselves. Craft opportunities for potential homebuyers not just to see or read about your offerings but also experience them prior to committing to a contract. A resident for a day program, for example, or a future neighbor meet-and-greet soiree invites potential homebuyers to experience the culture, community and warmth of your community first hand.

We love working in the real estate industry! Check out tips on how to market real estate to millennials!

Image courtesy of Briar Chapel.

Read More

Post navigation

Previous: What’s In Your Lunchbox?
Next: Photo of the Week: Opus One Wine

Categories

  • APR
  • Awards
  • Blog
  • Case Studies
  • Clairemont Client News
  • Copy Cat
  • Counselors Academy
  • Entry-Level PR Job
  • Fashion
  • Free Advice
  • Furniture PR
  • Hiring a PR Firm
  • In Our Community
  • Inspirational
  • Internal Communications
  • Marketing
  • Oh Momma Monday
  • On the Record
  • Our Work
  • Owning a Business
  • Photo of the Week
  • PR People
  • Professional Development
  • Public Relations
  • Raleigh PR Agency
  • Real Estate PR
  • Restaurant PR + Hospitality PR
  • Social Media + Influencer Engagement
  • Starting a business
  • Sustainability
  • The Clairemont Team
  • Travel
  • Trends
  • Wonderfully Random

clairemontcommunications

Have you heard about Meta’s newest social media Have you heard about Meta’s newest social media platform? It’s called Threads, and it’s being referred to as “the new Twitter.” Read everything you need to know about Threads in our latest blog post - link in bio!
SNEAK PEEK! @dellthepig landed at @wendellfallsnc SNEAK PEEK! @dellthepig landed at @wendellfallsnc (client) today, and rumor has it that @blah2voila has already been hamming it up with Dell! We know you want a selfie with Dell to post on Pigstagram, too!
We are proud to represent Raleigh as a member of P We are proud to represent Raleigh as a member of Public Relations Consultants Group, allowing us to offer clients expertise and support across the country! Clairemont founder, Dana Phelps aka @blah2voila, recently attended the PRCG conference in Oklahoma City.
2022 has been a fantastic year for Clairemont Comm 2022 has been a fantastic year for Clairemont Communications! Visit our blog for the full 2022 year in review!
As communications professionals, we wear a variety As communications professionals, we wear a variety of hats to meet our clients’ needs.
 
We’re writers, social media managers, photographers, marketers, editors, content creators- the list goes on and on.
 
Check out our recent blog post to learn what @olivia.noles , account coordinator here at Clairemont, does on a weekly and monthly basis.
#communicationsagency #communicationsmajor #pragencylife #pragency #raleighpr
This Friday, Clairemont’s Dana Phelps, @blah2voi This Friday, Clairemont’s Dana Phelps, @blah2voila , will be speaking at the 2022 @nc_prsa Strategic Communication & MarCom Conference! Phelps is a repeat presenter at this annual conference, and this year she is leading a session called Growing from Communication Technician to Strategic Counselor during which she will share three of her coined concepts: knowcasting, morecasting and collabolighthing. Visit our blog for the link to register for the conference!
@clairemontcommunications and @yellowdogcreative g @clairemontcommunications and @yellowdogcreative go together like the bacon and eggs! And speaking of bacon and eggs, have you been to @therainbowluncheonette yet? YUM!
Later this year, Clairemont client @wendellfallsnc Later this year, Clairemont client @wendellfallsnc, a master-planned community just 15 miles from downtown Raleigh, will welcome @parksideraleigh, a Raleigh-favorite restaurant known for its fresh, made-from-scratch dishes, to the community!
 
Visit our blog to see the @trianglebizjrnl coverage and read the full feature in the TBJ to learn more about Parkside.
“What exactly does a PR Agency do?” Because we “What exactly does a PR Agency do?” Because we get this question often, we have a series on our blog where we dive into our recent projects to give you a look at what a PR Agency really does.
 
For example, a statewide resource for small businesses recently hired Clairemont to devise an executive visibility campaign to help position the organization and its director as the leading small business resource in North Carolina.
 
Head to our blog to read what exactly an executive visibility campaign entails and to learn more about our services!
So you say it’s National Coffee Day? We say let So you say it’s National Coffee Day? We say let us tell you about our new favorite @drink321coffee ! If you are in Raleigh, go see Paul, the other Paul, Emma  or whichever smiling faces are working today. We LOVE this place and the coffee! ❤️❤️❤️
Our client @wendellfallsnc, one of the largest mas Our client @wendellfallsnc, one of the largest master-planned communities in the Triangle, closed on its first age-eligible rental community plan, Arden at Wendell Falls, that will offer 140 open-concept units and exclusive onsite amenities!
 
Visit our blog to see the @trianglebizjrnl coverage and read the full feature in the TBJ to learn more about Arden at Wendell Falls.
Staying in Raleigh this Labor Day weekend? Stop by Staying in Raleigh this Labor Day weekend? Stop by client @vitaviteraleigh for good snacks and great wine!🍷 Both locations are open normal hours Friday-Sunday and closed on Monday.
You never know who might be hanging out at The Cla You never know who might be hanging out at The Clairemont House. Thanks to @yellowdogcreative for helping save this buddy. Notice that we speak lizard. Or skink. Or gecko or whatever he is. Or maybe it’s the extra caffeine before our client presentation.
Yep, our town is pretty cool. #raleigh Yep, our town is pretty cool. #raleigh
Who wants to have a Friday afternoon porch meeting Who wants to have a Friday afternoon porch meeting?
Congrats to our new neighbor on Bloodworth Street Congrats to our new neighbor on Bloodworth Street South @raleighwineshop ! @blah2voila was there today representing Clairemont at the grand opening festivities and enjoying the @grandchamphospitality sandwich pop up. Yum! 🍷🥪
It’s National Volunteer Month, and volunteers ar It’s National Volunteer Month, and volunteers are needed more than ever! Many organizations with scarce resources rely on volunteers and would not exist without them. Visit our recent blog post to read about the organizations Clairemont has supported and how you can make a difference in your community!
Authenticity is trending, and research shows that Authenticity is trending, and research shows that consumers are 2.4 times more likely to view user-generated content as authentic. Read our recent blog post to learn about UGC, how it can benefit your brand and how to use it in your marketing strategy.
From social values to behavior patterns, COVID-19 From social values to behavior patterns, COVID-19 has left an impact on every sector of life, including marketing. Read our blog on marketing in a post-COVID world to learn how things have changed and how that should impact your business strategy.
We are so excited to share that Clairemont earned We are so excited to share that Clairemont earned eight awards, five gold🥇and three silver🥈, at this year's Sir Walter Raleigh Awards hosted by the Raleigh Public Relations Society!🎉 We are beyond grateful to work with so many amazing partners, clients and industry friends!
Follow on Instagram
  • 2023
  • 2022
  • 2021
  • 2020
  • 2019
  • 2018
  • 2017
  • 2016
  • 2015
  • 2014
  • 2013
  • 2012
  • 2011
  • 2010
Proudly powered by WordPress | Theme: realy-store by inverstheme.
Cleantalk Pixel