If you want to market successfully to 50-plus clients, you have to speak their language—not just the language of words but the language of outlook and values.
David Wolfe of Wolfe Resources Group in Reston, Va., principal author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority, says we progress through four phases of life focus: first, young, bold and playful; second, working to make our mark; third, seeking to balance play and work; and fourth, thinking about the meaning of life and of our lives in particular. The fourth phase is where baby boomers are, Wolfe says.
Taking it a step further, Dr. Laura Wilson, director of the Center on Aging at the University of Maryland, College Park, says baby boomers want to make a difference. "They're very interested in having meaningful roles in their community."
How can you put this information to work in your business? To stand out from the competition, it helps to walk the walk. Wilson says home buyers are more likely to choose your community or home site if you promote the community-service opportunities available nearby. And if you participate in community-service projects yourself, whether housing-related such as Christmas in April or more general community-support efforts, mention this in your advertising. Boomers are also very interested in the environment, Wilson says. If you use "green" products or systems, talk about it. Boomers may choose a builder or a remodeler who makes the effort to protect the environment, Wilson says.
Baby boomers are more seasoned buyers than their younger counterparts, and that experience factors into their attitudes as well. Wolfe offers these tips on translating insights about boomers into communication that wins business:
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