"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
for MARKETING to the
FEBRUARY 6, 2014 | 10 – 11 AM
Todd Harff // Creating Results – Strategic Marketing
Barbara Kleger // Kleger Associates
Barbara Kleger, MIRM,
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
President, Creating Results - Strategic Marketing
25 years in housing industry and former Director
of Sales and Marketing for Ryland Homes and
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”
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.
“It’s So Much More Than
It’s Their PHD’s”
We have different
Plans, Hopes &
“Get Personal – Understand
“Measure Twice - Cut Once”
Use Analytics to Improve ROI
Are You Measuring & Mining Analytics?
– Social Media
– Local Search
– Online Marketing
BONUS PPT at creatingresults.com/IBS2014
Rule #7 “All Prospects Are
Not the Same.
Segment to Win the Game”
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?
“Don’t Be Socially Awkward”