Today, they represent 40% of all US households – but where will they live tomorrow?
Readers of this blog will no doubt be aware of all the facts of the size and growth of the 50+ age group (74% population increase of those aged 55 – 74 by 2020), and the power of their spend (upwards of $3 trillion annually, and outspending other generations by an estimated $400 billion each year on consumer goods and services). But to answer the previous question, as capital has diminished, housing project development must be driven by market forces – such as the needs and desires of the mature consumer. Homebuilders seeking to gain a competitive advantage can do so by re-directing their growth strategies.
New developments must respond to current market opportunity by identifying exactly who their target consumers are and how they can tailor their marketing messages to resonate with them.
I am pleased to be invited to the North State BIA (Building Industry Association) for Communicating with the New 50+ Housing Consumer on February 17th in Roseville, CA. There I will be leading attendees into issues facing the building industry today when considering marketing to the mature consumer. I’ll answer why these audiences are receptive to messages they may have ignored just a few years ago, now ignore the messages that used to be tried-and-true for these groups, and what are the issues facing builders in reaching consumers for active lifestyle communities, aging in place housing and continuing care retirement communities.
The presentation is open to both members and non-members, who will take away: • A checklist of what is involved in reaching mature consumers about housing. • An understanding of how to avoid the pitfalls of thinking this market is homogeneous or one-size-fits-all. • Data portraits of the 50+ prospects who are considering a move to mature consumer housing.
Date: Thursday, February 17, 2011 Time: 11:30 AM – 12:30 PM (Lunch: 12:30 – 1:00 PM) Location/Venue: Eskaton Village Clubhouse (across from Demonstration Home) Address: 1621 Eskaton Loop, (near La Provence Restaurant), Roseville, CA 95747 Fee: $15 for members, $25 non-members (includes lunch) Registration: https://nsbia-ca.builderfusion.com/bf/website/simple/calendar.jsp?page=eventDetails.jsp&event_id=30482 View Flyer: http://www.northstatebia.org/documents/events/2011-02-17.pdf