MARKETING
How to Market to Baby Boomers and Active Adults
Where Should You Advertise ?
If your apartment community caters to active adults , it ’ s best to steer clear from trendy social media platforms like Snapchat , TikTok , and Twitter . Instead , keep your focus on Facebook . This generation prioritizes Facebook to reconnect with old friends , online shop , and stay up to date on their families .
What Should You Advertise ?
An active adult isn ’ t as interested in nightlife or happy hours as a millennial might be , so it ’ s important to focus on promoting the conveniences and walkability of your property instead . Highlight the close proximity your community is to doctor ’ s offices , clinics , and major highways . You should also promote your property ’ s walkability to places like grocery stores , parks , and other nearby locales .
Seniors are also very mindful of amenities and community design . With many seniors enjoying a higher quality of life , make sure to promote your outdoor shared spaces like walking paths , nature trails , and spaces for gardening .
How Should You Advertise ?
Baby Boomers still enjoy checking the mailbox each day and find joy in the friendly “ ping ” they hear when they receive an email . As long as you are sharing helpful , relevant content that your older residents would enjoy reading about , sending a direct mailer or a weekly email is still a great way to stay in front of your current and prospective residents .
GENERATION X & MILLENNIALS ( GEN Y )
There are two generations that fall between Baby Boomers and the up-and-coming Generation Z : Gen X and Gen Y ( also known as Millennials ). Gen X was born between 1965 and 1980 , and Millennials were born between 1980 and 1994 .
Millennials are often the most buzzed-about generation , and rightfully so with $ 1.3 trillion in buying power . Millennials increasingly prefer an urban lifestyle ( i . e ., prime rental locations , public transportation , and smaller units ).
Gen X are often bundled in with the Millennial generation when it comes to marketing because although Gen X didn ’ t grow up with smartphones and internet at their fingertips , they quickly caught on in later years . Gen X ’ rs now enjoy many of the same social media platforms and advertising mediums as Millennials do .
How to Market to Millennials and Generation X
Where Should You Advertise ?
These generations enjoy most social media platforms , especially Facebook , Instagram , Pinterest , LinkedIn , Twitter , and YouTube . Some of the younger Millennials even enjoy Snapchat , Reddit , and TikTok . With such a broad range of platforms , it ’ s best to conduct interviews with your target audience to learn greater insights into the social media channels that interest your prospective and current residents .
What Should You Advertise ?
As millennials tend to wait longer for marriage , purchasing a house , and having kids , they ’ re staying in the renting sphere longer . Similar to Baby Boomers , Millennials and Gen X are interested in communities with a prime location near major highways and area hotspots . Many are also huge pet lovers , so it ’ s important for your property to promote its pet-friendliness . They are also more in-tune with sustainability and enjoy apartments that offer recycling and eco-friendly options .
How Should You Advertise ?
Gen X and Millennials especially are tech-savvy and frequently keep up with their email . As such , email marketing and drip campaigns are a great way to stay in front of this audience . Facebook and LinkedIn advertising can also be an advantageous venue for promoting
" To maximize your marketing potential , you must first understand the terms , trends , and needs of your demographic ."
your property . While snail mail isn ’ t as important to this generation as the Baby Boomers , direct mailers can still yield results with the right design and messaging .
GENERATION Z
Generation Z — born between the mid- 1990s and 2010 — are quickly overtaking the rental market . It is no longer efficient enough to list your apartment online or use traditional methods of marketing , as Generation Z has specific expectations for their new pad . From smart technology appliances to shared-space amenities , Gen Z is looking for more .
How to Market to Generation Z Where Should You Advertise ?
Growing up in the age of technology , Gen Z cannot comprehend a time before the digital age . As such , they are often less focused and have a shorter attention span as compared with Millennials and other age groups .
They spend considerably less time accessing the internet via PCs as the vast majority of their time is spent on mobile devices . Marketing should therefore focus extensively on the most popular social media platforms ( i . e ., TikTok , Snapchat , Instagram , and Reddit ) and continuously adapt as new ones gain in popularity . www . aamdhq . org APRIL 2023 TRENDS | 35