MARKETING
There is a lot more that goes into your apartment marketing strategy than just publishing posts on Facebook and sending out a generic email newsletter . Who is your target audience ? How old are they and 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 .
Most apartment marketers have kept their focus on millennials and preparing for the up-and-coming Generation Z . However , if your apartment caters to the senior living environment , you could be wasting your money and effort by marketing on platforms like YouTube or Snapchat .
When 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 .
To maximize your marketing potential , you must first understand the terms , trends , and needs of your target audience . 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 .” In fact , Boomers hold 57 % of the wealth in the U . S . and are at peak buying power .
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 .
Marketing 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 , YouTube , and Twitter . Instead , keep your focus on Facebook and Instagram . 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 . www . aamdhq . org JANUARY 2022 TRENDS | 31