For those aged 45 to 60, known as Generation X, born between the early 1960s and the late 1970s, they have witnessed a transition from traditional marketing methods to digitalization. However, they often appreciate a personal approach. Therefore, a successful marketing strategy should combine digital platforms with traditional methods.
The use of social media is important, but do not underestimate the effect of direct marketing through brochures, newspaper ads, and events.
For those aged 60 to 77, often referred to as Baby Boomers, born between 1946 and 1964, they typically have a strong attachment to their own homes. However, it's commonly understood that it's sensible to move from a single-family home to an apartment, preferably on one level, before it becomes absolutely necessary. Therefore, projects targeting slightly younger buyers often sign more contracts with Baby Boomers.
They are a discerning buyer group. They often prioritize quality over quantity, and marketing should emphasize the property's unique strengths and features, such as solid craftsmanship, access to outdoor areas, and proximity to central facilities. A combination of media such as newspapers, radio, and magazines, in addition to digital platforms, may be the most effective strategy to reach this generation.
In addition to the mentioned points, a marketing strategy targeting Generation X and Baby Boomers should consider the following elements:
Clear communication of the project's values, especially stability and security, and the property's ability to meet buyers' long-term needs.
High-quality images and professional video presentations are a significant advantage. This will help potential buyers visualize themselves in their new home, creating expectations of many enjoyable and hassle-free years.
Provide informative and relevant articles about the neighborhood, local amenities, and the area's and property's history. This will help build trust and engagement.
Many individuals lead busy lives. Offer flexible viewing times, including virtual tours.
Be open to – and attentive to – all feedback. It will pay off to adjust the marketing strategy according to the response from the target audience.
Good luck!
By combining these tips and elements in your marketing strategies, you will create an approach that appeals to Generation X and Baby Boomers. This will not only strengthen relationships with potential buyers but also contribute to successful property transactions – to the satisfaction of both parties.
