50-homebuilder 8930

Targeting 50+

Understanding the Mindset of 55+ Home Buyers

Earlier this month, I was privileged to be invited to give two presentations at NAHB’s International Builders Show (IBS) in Orlando, Florida. One of those presentations focused on helping builders, developers, and sales managers better understand the needs and mindset of 55+ home buyers.

If you attended IBS, I hope you had a chance to stop by the presentation. If you didn’t, here’s a summary.

A key component to everything we do at Immersion Active is our application of the principles of developmental psychology. Based on the work of Abraham Maslow and David Wolfe, leveraging developmental psychology in marketing means understanding that all humans share core needs and if when we position our clients’ brands as fulfilling those core needs, we are able to make a deeper, emotional connection that cuts through today’s cluttered media landscape to establish our clients as the consumers’ go-to resource.

In particular, David Wolfe’s 5 Core Needs allow property developers, sales consultants, and real estate agents gain a deeper understanding of what consumers are really looking for in their next home or investment property.

As a real estate marketer, you can use these core needs to better understand why 55+ home buyers say they buy:

With this new insight, you can then craft your sales and marketing messages to show your prospects how your brand meets these needs, in turn forming a stronger relationship with the consumer.

To apply these principles to your own community, you can download this 55+ Home Buyer Motivations Worksheet and build a table like the one above specifically for your target consumer.

If you’d like to learn more and receive a PDF version of this presentation, please contact Karen Strong at Karen@ImmersionActive.com or (240) 651-5204.

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