55 Plus Housing Council Sept. 15, 2011 Senior Marketing: Targeting the Decision Makers

Senior Marketing: Targeting the Decision Makers

Addressing a crowd of more than 100 attendees, a dynamic panel of experts clarified who the customers are for age exclusive for-sale and continuing care retirement communities (CCRC) at 55+ Housing Council's September Breakfast meeting held at the Newport Beach Radisson Hotel.

Robin Craig, marketing services leader for Kisco Senior Living's 19 communities in 6 states, explained how Kisco targets customers utilizing a unique seniors' market segmentation system. Originated by AmeriLINK Living Well, she credits the system for increasing new leads by 35%. Sandy Scheppman, Senior Director of Marketing for Capriana, a new Oakmont Senior Living CCRC that is part of a multigenerational master plan in Brea, enlightened the audience about the increasing demand for CCRC's appealing to the ultra affluent and other niche "affinity" markets including ethnic, culture and LGBT. Kari Roland, Director of Marketing for the Southern California Division of K. Hovnanian Homes, shared her team's approach to begin targeting prospective 55+ buyers when they are 50. Kari believes that a balanced media mix, including newspaper ads and social media, is critical to reaching qualified buyers for age-qualified 55+ for-sale communities. The program was adeptly moderated by 55+ Housing Council Board Member Nancy Hall, Vice President of Marketing at Pacific Dimensions.

Category:

Education

Tags:

• Marketing
• seniors
• baby boomers
• BIA
• Building Industry Association
• 55 Plus Housing Meeting