MARKETING
How to Market Your Property to Different Generations Without Stereotyping
BY ASHLEY TYNDALL
Most apartment marketers have kept their focus on millennials and Generation Z . However , if your apartment caters to the senior living environment , you could be wasting your money and effort by marketing on the wrong platforms .
When it comes to marketing to different generations , it ' s important to avoid stereotyping the habits and actions of certain ages . Rather , look at who your residents ( or prospects ) are , then develop messaging strategies and campaigns that will resonate with your audience .
How old is your target audience ? What do they want out of their living experience ? What are their biggest pain points and desires ?
Knowing the answers to those questions can make the difference between obtaining one lease or dozens . The better you understand your audience , the easier it will be to develop campaigns that resonated with them .
To maximize your marketing potential , you must first understand the terms , trends , and needs of your demographic . Let ’ s start by taking a look at each generation to determine your market .
BABY BOOMERS
Empowered by empty nests and financial freedom , Baby Boomers are embracing their 60 + years for the opportunities they hold rather than dreading the obstacles present . This outlook , coupled with buying power and declining mortality rates , has sparked a multi-billion dollar market for a group now being termed “ active adults .”
Typically born between 1946 and 1964 , Baby Boomers are adjusting to a new lifestyle centered around leisure and entertainment . They are looking to downsize and find a home that better meets their post-retirement needs . This outlook is giving rise to a distinctly new kind of senior living community that offers independent living , modern conveniences , and a new beginning .
34 | TRENDS APRIL 2023 www . aamdhq . org