Slides / deck from the IBS 2014 presentation by Todd Harff and Barbara Kleger, "New Rules for Marketing to Mature Consumers." Wi

1. for MARKETING to the
50+ Consumer
FEBRUARY 6, 2014 | 10 – 11 AM
Presenters:
Todd Harff // Creating Results – Strategic Marketing
Woodbridge, VA
Barbara Kleger // Kleger Associates
Philadelphia, PA

2. Barbara Kleger, MIRM,
CAASH
President, Kleger Associates
35 years in the retirement housing industry
Specializing in consumer research and
marketing of active adult communities
and senior housing
2009 National 'Icon of the Industry' award
presented by NAHB 50+ Housing
Council

3. Todd Harff,
CAASH
President, Creating Results - Strategic Marketing
25 years in housing industry and former Director
of Sales and Marketing for Ryland Homes and
Van Metre
Specializes in marketing to mature consumers:
107 active adult and senior communities
Motivated more than 15,000 people to move:
$4.7 Billion in sales
Author of “Marketing to Active Adults”, “Social
Silver Surfers” and “Photo Finish”

4. Introduction and Learning Outcomes
 What are the old rules?
 What are the new rules?
 What are you going to hear today?
 A guide for the future.

5. Rule #1
“It’s So Much More Than
Numbers
It’s Their PHD’s”
We have different
Plans, Hopes &
Desires?
INSERT IMAGE

6. Rule #2
“Get Personal – Understand
Their Emotions”
INSERT IMAGE

7. ER1
Rule #3 “Unique Experiences”

8. Slide 7
ER1
Can you make the pic full screen and layer "rule 3 unique experiences" over it? Would be more effective. Like you did on slide 11.
Erin Read, 1/9/2014

10. “GO WHERE THE $ IS.”

11. Rule #4 ”The Home IS Part
of the Lifestyle”
INSERT TOA DESIGN
STUDIO IMAGES

13. Build
EXCITEMENT
not just
HOMES

14. Rule #5 “Be Visible to Your
Prospects”

16. What Media Has
The Most Reach?

17. Media Reach Comparisons
Source: TVB Media Comparisons Study 2012. Knowledge Networks
Inc.

18. Why Traditional Print and DM Works
Tangible
Fun
Convenient
Long-lived
Proven
Timeless – and ageless

19. #1 Online Activity for People 50+?

21. What Online Tools Are Prospects Using To
Find You?
©Creating Results, LLC “Social Silver Surfers 2013

22. Visible Maybe, But Are You Appealing?

23. Rule #6
“Measure Twice - Cut Once”
Use Analytics to Improve ROI

24. Are You Measuring & Mining Analytics?
– Web
– Email
– Mobile
– Social Media
 Trends
 Video
– Local Search
– Online Marketing
BONUS PPT at creatingresults.com/IBS2014

25. Rule #7 “All Prospects Are
Not the Same.
Segment to Win the Game”

27. Segmentation: Best Practices
 Can you measure this segment?
 Is it large enough to yield rewards? (Mrs. M is NOT a segment)
 Can you reach members of this segment cost-effectively?
 Is it useful in guiding your marketing mix?
 Are you complying with EHO?

30. Rule #8
“Don’t Be Socially Awkward”
InfinityConcepts

31. 2010 RESEARCH

32. What percentage of all respondents over
40 do you think want to engage with a
brand on social networks like Facebook?
– Less than 20%
– 20‐40%
– 40‐60%
– 60‐80%

33. Not
Really
28%

34. Rule #9
“Play Nicely With Others”

37. Reduce Marketing Costs
Rule #10
“Network – Get Out of The Office”
Rule # 11 - Cross Market

38. Increase Sales
Rule #12 – Learn the Art of Negotiation
Rule #13 – Overcoming ‘new’ Objections
Rule #14 – Master Closing the Sale

39. Exceed Expectations!
Rule #15 – Be Memorable
Rule #16 – Kick it up a notch (80/20 rule)

40. Rapid Recall & Questions
 What new rules are you taking home?
 What new rules do you see, but we
didn’t discuss?
 What questions do you have?
Resources & PPT at creatingresults.com/IBS2014

41. Speaker Contacts:
Todd Harff
Barbara Kleger
Creating Results – Strategic Marketing
Kleger Associates
Head Shot
todd@creatingresults.com
703.494.7888 ext 7013
14000 Crown Court
Suite 211
Woodbridge, VA 22193
bkleger1@aol.com
215.893.3635
226 W. Rittenhouse Square
Suite 3009
Philadelphia, PA 19103
Resources & PPT at creatingresults.com/IBS2014