Overcoming Obstacles When Marketing To Retirees. AARC Group Discussion

Transcription

1 Overcoming Obstacles When Marketing To Retirees AARC Group Discussion

2 ot 2006 more

3 To eed a de Later?

4 munity light- g Things Right Way 4,500 Acres With A Total Buildout of 5,000 + Units

5 Are They keting Northeast & Midwest Retirees Triangle & Triad in North Carolina (Raleigh, Durham, Chapel Hill, Greensboro, & Winston-Salem) These North Carolina buyers originally were from out of state and moved for high paying jobs in these markets. Now they re searching for places to retire along coast.

6 keting ponents each This ience Targeted direct mail with specific calls to action (event series at property or private reception in the marketplace) Expos & Private Events (Meeting buyers face to face is key) Targeted Publications (Retirees use print!) Google Ad Words/Digital Marketing Most open and broker friendly referral program in Wilmington area

7 versions & lts Expected Tours ,000 w/ projected 3,500 for 2016 Closing 10% w/ 11 agents (12-13 agents expected for 2016 growth) 2013 Transactions Transactions Transactions (projected)

8 To ess Lead nurturing with specific campaigns for buyers in each stage of the sales process Delivering vertical product that meets buyer s needs Delivering amenities up front MOST IMPORTANT DEVELOPER CONTINUES TO INCREASE MARKETING DOLLARS EVEN IN AN EXPANDING MARKETPLACE!! Developer never pulled back on marketing during the recession and that has fueled the growth making Brunswick Forest one of the top selling communities in the southeast

9 ussion c # 1 t s the t Vertical uct Mix?

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11 rtant ors Basics Outdoor living components Universal Design & Aging In Place elements 1 st Floor master suite Low maintenance Open entertaining areas High grade appliances Pre wired/internet friendly

12 Located in Richmond, VA 176 Sales to date averaging $600,000+ Developed floorplans/concepts around What Women Want rtant ors gs To sider

13 rtant ors gs To sider What Women Want Hallsley (East West Partners) Richmond, VA Latest interior design trends (newest counter tops/flooring) Pet spaces w/ shower Hidden doors Custom pantries & closets Spa baths w/ soaking tubs Barn doors Water wall Reclaimed wood accents

14 at Women t - ley, mond VA

15 at Women t - ley, mond VA

16 at Women t - ley, mond VA

17 rtant ors gs To sider Villages of Citrus Hills outside of Ocala, Florida Incorporated Guest Cottages within the actual main home Separate entrances Separate master suite w/ full kitchen Located on opposite side of house for minimal intrusions Great for guest and family w/ kids

18 t s nating Buyers?

19 ussion c # 2 t nities Are rtant?

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21 t nities Are t rtant In Opinion?

22 ussion c # 3 uring/ base ing

23 uring Do s n ts Having the right CRM programs in place- Focus-3, Lasso, Salesforce, etc. Having customized campaigns for prospects in different stages of the buying process. You can t have direct mail, e-campaigns, etc. that treat buyers who ve already visited like they re brand new. Full coordination between CRM, phone room, & sales agents that s managed properly with everyone held accountable at each stage. No Lead Left Behind mentality where each prospect is worked until they purchase or say remove them from list.

24 Things that can t happen uring Do s n ts * We re going to just focus on the leads we have right now. We ll start marketing again next year. Kiss of death as 18 months later there s another hole in the sales cycle. * Relying on sales people to make all their calls. Some will and some won t. Can t leave anything up to chance! There needs to be a concerted outbound effort if that means hiring a couple of $10/hour telemarketers to help out. * Thinking your database is better than it really is. Studies show that 20-25% of your database falls off each year! Most communities with large databases are marketing to prospects with zero remaining interest in their offering!

25 t Are You ng That s ctive with uring?

26 ussion c # 4 t keting rts Are king?

27 t s king For munity? Direct Mail? Face to face? (Expos, private receptions, community events) Internet? Magazines? Newsprint? Billboards? Referrals? Local Brokers?

28 ussion c # 5 ch Markets Booming hich Ones Slower to ver? Hot Markets: * Nashville, Wilmington, The Triangle, Charleston, South Florida, Jacksonville FL, Northern VA, Delaware Beaches, Beaufort SC, Birmingham AL. Lagging Behind: * Williamsburg, Hilton Head, Aiken, NC Mountains (outside of Asheville), New Bern (inner banks), Pinehurst, Ocala FL.

29 AARC Group Discussion