As property managers, we often overlook Baby Boomers because they’ve typically already settled into life and have their homes figured out. However, as baby boomers get older and their children move out of their houses, they often look to downside and make their lives a little easier by moving into a managed property. Baby Boomers are a great market because they are typically more financially reliable than younger generations and tend to have a higher resident retention. So when marketing your property, consider targeting part of your marketing plan to Baby Boomers. Here are five great ways to attract Baby Boomers to your property.

  1. Highlight your accessibility features. Elevators, one story apartments, and larger, more open floorplans are very attractive to a generation moving into their retirement years and thinking about their long-term mobility needs. You can also consider some simple accessibility upgrades to your property like adding ramps, hand bars in your showers, and easy to turn door knobs.
  2. Update your curb appeal. Unlike younger generations, Baby Boomers are much more likely to check out potential properties in person. If you have an attractive exterior, Baby Boomers are much more likely to consider your property.
  3. Focus on the health benefits of your amenities. Hot tubs and pools are great for physical therapy, while your on-site fitness center may help them stay strong for years to come. Also consider adding Baby Boomer-friendly amenities like shuttles, digital commons areas, and outdoor garden areas are very cost-effective amenities but have a larger attraction for Baby Boomers/
  4. Consider advertising the walkability of your neighborhood and the available public transit. As Baby Boomers move into their senior years and eventually stop driving as much, they want products and services to be easily accessible right in their neighborhood. The best part about this strategy is that environmentally-conscious Millennials also enjoy these features, so you will be targeting two ideal markets with one campaign.
  5. Upgrade your security. Baby Boomers are more sensitive about safety than younger generations. So consider adding a security detail or surveillance cameras. Baby Boomers will happily pay a premium to feel like they are living in a safe place.

As Baby Boomers grow into their retirement years, they are more likely to move into managed property spaces like apartments and condos. So don’t miss out on the opportunities to market to this generation and incorporate these strategies into your marketing plan.