FORT LAUDERDALE, FL, February 04, 2010
/24-7PressRelease/ -- At the 2010 International Builders Show in Las Vegas, Janis R. Ehlers, president of The Ehlers Group, was a "Meet the Expert", heading a session entitled, "Marketing to the 50+ Buyer's Timetable."
Ehlers offered 10 tips as takeaways that can be applied to both active adult and communities of multi-generations.
1. Nurture Leads
We often find marketing teams let leads fall off their radar screen as they turn their attention to the most recent traffic coming through the door. Keeping in touch is as easy as the internet and utilizing programs such as Constant Contact or EnFlyer. Whether it is blog postings, community updates and invites, e-newsletters and flyers, or copies of press releases, keeping in touch is essential.
2. Timely Responses
This buyer wants their information ASAP or at least an acknowledgement their request has been received. Monitoring and mystery shopping a website request for information should be conducted to track timelessness of responses. The longer the length of time taken to respond, the more likely it is to indicate a community in trouble. Boomers' interests may wane and they may turn their attention elsewhere.
3. Keep Community Looking Fresh
Each visit should find a sales office, landscaping, clubhouse and models in top condition. Watch for clutter accumulation as sales people become comfortable in their office.
4. Competitive Shop
In this market, incentives change quickly. Staying on top of competition may be worth the expense of monthly mystery shopping to gain accurate information about discounts, options and closing incentives.
5. Update Prospect Information
To engage this customer, it's important to know their interests and hobbies and then tailor invites and communications to them. If someone is golf enthusiastic, he/she would appreciate an invitation to a local area golf tournament while a quilter may like to come to an upcoming craft show.
6. Throw Parties
A creative event appeals to potential buyers who appreciate opportunities to meet the people who will be neighbors as well visit the community without pressure. Encouraging them to bring guests widens outreach and building referral resources.
7. Use Mystery Shopping
It's like seeing your golf swing videotaped. Everyone needs to have their sales techniques tweaked. Periodically using telephone and in-person shops provides dramatic results for improvement especially combined with training.
8. Hospitality Programs
Be sure to offer discounted discovery/experience programs to visit the community even when customers primarily come from your geographic area. If you have a home in the community, this may be perfect or find a cooperating hotel. Plan the program and make it fun with plenty of time for buyers to be on their own. The program should be included on the community's website.
9. Helping Them Sell and Move
There is no better way to build a relationship than in helping solve problems. Moving is the major problem. From providing checklists on getting started to a list of recommended professionals, these are helpful ways welcomed by 50+ customers who may not have moved in 20+ years. In local markets, it may be useful to visit their home. Your construction team may help in minor home repairs and updates to make their house more saleable.
10. Invest the Time
Builders and developers who are making sales today are on site and accessible to their customers. This customer may want to work with the top dog—no offense to sales people and it sure wrecks havoc on personal time. People want assurance their builder is there for them and this starts early in the game.
Ehlers is one of the nation's foremost active adult and senior housing consultants. Author of Marketing Seniors Housing, a book published by the National Association of Home Builders in 2002, she also is a national industry speaker for the 50+ housing industry and is a certified active adult specialist in housing.
About The Ehlers Group, Inc.
The Ehlers Group specializes in senior housing and active adult communities, with clients throughout the country. For additional information on The Ehlers Group, call (954) 726-9228.
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