OvercomingObstaclesWhenMarketingToRetirees

AARCGroupDiscussion

It’snot2006anymore…

HowToSucceedaDecadeLater?

CommunitySpotlight-DoingThingsTheRightWay

4,500AcresWithATotalBuildoutof5,000+Units

WhoAreTheyMarketingToo?

� Northeast&MidwestRetirees

� Triangle&TriadinNorthCarolina(Raleigh,Durham,ChapelHill,Greensboro,&Winston-Salem)

� TheseNorthCarolinabuyersoriginallywerefromoutofstateandmovedforhighpayingjobsinthesemarkets.Nowthey’researchingforplacestoretirealongcoast.

MarketingComponentsToReachThisAudience

� Targeteddirectmailwithspecificcallstoaction(eventseriesatpropertyorprivatereceptioninthemarketplace)

� Expos&PrivateEvents(Meetingbuyersfacetofaceiskey)

� TargetedPublications(Retireesuseprint!)� GoogleAdWords/DigitalMarketing� Mostopenand“brokerfriendly”referralprograminWilmingtonarea

Conversions&Results…

� ExpectedTours2015–3,000w/projected3,500for2016

� Closingaverage@10%w/11agents(12-13agentsexpectedfor2016growth)

�  2013Transactions–275� 2014Transactions–297� 2015Transactions-325(projected)

KeysToSuccess…

� Leadnurturingwithspecificcampaignsforbuyersineachstageofthesalesprocess

� Deliveringverticalproductthatmeetsbuyer’sneeds� Deliveringamenitiesupfront

� MOSTIMPORTANT–DEVELOPERCONTINUESTOINCREASEMARKETINGDOLLARSEVENINANEXPANDINGMARKETPLACE!!

� DeveloperneverpulledbackonmarketingduringtherecessionandthathasfueledthegrowthmakingBrunswickForestoneofthetopsellingcommunitiesinthesoutheast

DiscussionTopic#1What’stheRightVerticalProductMix?

ImportantFactors…TheBasics

� Outdoorlivingcomponents

� UniversalDesign&“AgingInPlace”elements

� 1stFloormastersuite

� Lowmaintenance

� Openentertainingareas

� Highgradeappliances� Prewired/internetfriendly

ImportantFactors…ThingsToConsider

LocatedinRichmond,VA–176Salestodateaveraging$600,000+Developedfloorplans/conceptsaround“WhatWomenWant”

ImportantFactors…ThingsToConsider

� “WhatWomenWant”–Hallsley(EastWestPartners)Richmond,VA

�  Latestinteriordesigntrends(newestcountertops/flooring)

�  Petspacesw/shower

�  Hiddendoors�  Custompantries&closets

�  Spabathsw/soakingtubs

�  Barndoors� Waterwall

�  Reclaimedwoodaccents

“WhatWomenWant”-Hallsley,RichmondVA

“WhatWomenWant”-Hallsley,RichmondVA

“WhatWomenWant”-Hallsley,RichmondVA

ImportantFactors…ThingsToConsider

VillagesofCitrusHills–outsideofOcala,FloridaIncorporated“GuestCottages”withintheactualmainhome•  Separateentrances

•  Separatemastersuitew/fullkitchen

•  Locatedonoppositesideofhouseforminimalintrusions

•  Greatforguestandfamilyw/kids

What’sResonatingWithBuyers?

DiscussionTopic#2WhatAmenitiesAreImportant?

WhatAmenitiesAreMostImportantInYourOpinion?

DiscussionTopic#3LeadNurturing/DatabaseBuilding

LeadNurturingDo’s&Don’ts

� HavingtherightCRMprogramsinplace-Focus-3,Lasso,Salesforce,etc.

�  Havingcustomizedcampaignsforprospectsindifferentstagesofthebuyingprocess.Youcan’thavedirectmail,e-campaigns,etc.thattreatbuyerswho’vealreadyvisitedlikethey’rebrandnew.

� FullcoordinationbetweenCRM,phoneroom,&salesagentsthat’smanagedproperlywitheveryoneheldaccountableateachstage.

� “NoLeadLeftBehind”mentalitywhereeachprospectisworkeduntiltheypurchaseorsayremovethemfromlist.

LeadNurturingDo’s&Don’ts

� Thingsthatcan’thappen…

�  *“We’regoingtojustfocusontheleadswehaverightnow.We’llstartmarketingagainnextyear.”Kissofdeathas18monthslaterthere’sanotherholeinthesalescycle.

�  *Relyingonsalespeopletomakealltheircalls.Somewillandsomewon’t.Can’tleaveanythinguptochance!Thereneedstobeaconcertedoutboundeffortifthatmeanshiringacoupleof$10/hourtelemarketerstohelpout.

�  *Thinkingyourdatabaseisbetterthanitreallyis.Studiesshowthat20-25%ofyourdatabasefallsoffeachyear!Mostcommunitieswithlargedatabasesaremarketingtoprospectswithzeroremaininginterestintheiroffering!

WhatAreYouSeeingThat’sEffectivewithLeadNurturing?

DiscussionTopic#4WhatMarketingEffortsAreWorking?

What’sWorkingForYourCommunity?

• DirectMail?

• Facetoface?–(Expos,privatereceptions,communityevents)

•  Internet?• Magazines?

• Newsprint?

• Billboards?• Referrals?• LocalBrokers?

DiscussionTopic#5WhichMarketsAreBooming&WhichOnesAreSlowertoRecover?

� HotMarkets:

� *Nashville,Wilmington,TheTriangle,Charleston,SouthFlorida,JacksonvilleFL,NorthernVA,DelawareBeaches,BeaufortSC,BirminghamAL.

� LaggingBehind:� *Williamsburg,HiltonHead,Aiken,NCMountains(outsideofAsheville),NewBern(innerbanks),Pinehurst,OcalaFL.

AARCGroupDiscussion