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What Are You Doing to Capture High-Tech Senior Consumers?
 Many builders in 50+ housing might assume that their buyers do not use the Web or e-mail when, in fact, this group is very Internet-savvy. For instance, seniors would like wi-fi hot spots in their community clubhouses. And they also want high-tech home offices in their new homes.
What’s more, seniors use the Internet to learn more about prospective communities and areas before they decide to move. They research builders and communities before even visiting model homes.
So, what are you doing to capture these high-tech senior consumers?
In order to boost your Internet presence, here are a few basic techniques that can be applied to your own Internet marketing plan:
Web Site Design — Keep It User Friendly
Your Web site must be easy to use and simple to navigate. User test your Web site with a sampling of your target buyers. While 50+ buyers are Web literate, they may not be that savvy with particular Web programs. Make sure they are comfortable visiting your Web site.
Linking ― Be Connected With Other Sites
Consumers will often find you from another Web site, so you should try to be linked and represented on as many quality sites as possible. The importance of identifying and establishing link relationships must be part of your plan. Linking can be achieved in two ways:
- Reciprocal Link Exchanges: Place the link of another site on your site in exchange for having you link on that site. Although this is an effective, no-cost method of placing you link on other sites, the process is very time consuming. Put that time to effective use. Exchange links with Web sites dedicated to active adults and seniors.
- Paid Links: As this method suggests, you pay to have your link listed on another Web site. This method can save you time and is effective if you choose sites that target your market, but it can be quite costly. To be cost-effective, look for sites that are highly-targeted to your market, heavily trafficked and affordable.
Online Directories — Choose What Serves Your Market Wisely
Online directories or “Internet Yellow Pages” are on the rise. Choose directories that can serve your needs. Some are general in scope, others are real-estate specific. Some directors allow you to submit your own information. All you have to do is find them. Others require that you pay a directory submission service. In addition, most regional and local newspapers have directories that, typically, are inexpensive and targeted to your specific geographic market.
Organic Search or Search Engine Optimization (SEO) ― The Search Is On
Most people use the Internet to find answers to questions and, in particular, use search engines such as Google, Yahoo and MSN to find what they’re looking for. The most cost-effective search placement technique is accomplished by designing a site that can be found through organic searches (non-paid) that key on the wording or terms found on your Web site. Have your site designed with key words that will bring your market to your site.
Pay Per Click Advertising (PPC) — It’s Your Program, Pay What You Want To
Pay per click (PPC) advertising — in which you pay a rate you specify for every visitor who clicks through a search engine site (or their affiliates) to your Web site ― is one of the easiest and most commonly utilized methods of advertising on the Internet. As featured on such search engines as Google, Yahoo and MSN, PPC can be developed to produce an effective and cost-efficient marketing method. PPC allows you to specifically target your markets and set your own monthly budget. Some consumers avoid PPC ads, so know your target audience before you invest.
You’re Online ― Don’t Forget to Follow Up With Your Visitors
As the online community continues to grow, the most important thing to remember is that follow-up means everything. Your online customers expect quick responses. You have to deliver if you want to capture leads and turn Internet prospects into clients.
Stephen Olson, a partner with RetirementHousingOnline based in White Plains, N.Y., has been actively involved in the “for sale” and “rental” active adult and retirement real estate markets for more than 18 years. Olson is the immediate past president of the Rhode Island Builders Association, a member of the NAHB Senior Housing Council and the government affairs chairman of the RI Apartment Association, an affiliate of the National Apartment Association. For more information, e-mail Olson.
“Reach the Hearts & Minds of the New Customer Majority”
“Ageless Marketing,” available through BuilderBooks.com, documents the results of a groundbreaking research project on the aging boomer generation. The book details the core values, buying behaviors and emotional factors that distinguish the New Customer Majority. To view or purchase this publication online, click here, or call 800-223-2665.
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