Principal
A founding member of SEC Planning.
When retirement communities were originally conceived for the Eisenhower generation, the amenities needed for successfully attracting retirees were easily identified - warm winters plus golf in a resort context. Communities (both master planned and naturally occurring) in Florida and Arizona thrived with this straight forward formula.
Baby Boomers, on the other hand, require a far different and complex set of amenities for their retirement location decisions. The most obvious change between the two generations is that climate alone is no longer the driving force. Temperate weather is important for Boomers, however mild four season locations are quite acceptable. The perception and expectation of retirement has also become a significant difference between the generations.
Baby Boomers no longer view retirement as a time to hang it up and slow down. They view retirement as an opportunity to redefine their lives and explore interests they were unable to pursue while raising and providing for their families. Many Boomers envision this time to begin new careers or start new businesses. In short, Boomer retirees seek amenities and resources which allow them to pursue personal interests, stay active, achieve their goals and enjoy their desired style of living.
Many small, rural communities are well positioned to attract retirees due to the diversity of Boomer interests. When factors such as climate, socio-economics, amenities, historic character and community values are considered, every community presents a unique set of attractors for Boomers. While no single community will appeal to all Boomers, each community will appeal to some. The key to attracting Boomers is to conduct an honest self assessment. Determine the best set of amenities your community possesses and establish methods to communicate and attract retirees who seek out your unique community character.
The following are important steps for a community interested in attracting retirees:
Understand your Strengths
Evaluate unique assets your community has to offer and promote to groups and individuals seeking to connect and engage with that specific amenity (i.e. rock climbing, glass making, kayaking, musical/artistic venues and programs, etc.).
Be Unique
Boomers do not consider themselves like everyone else. They seek communities that are an outward expression of their unique personality and allow them to connect with their life’s passion. Do not attempt to appeal to everyone.
Community Engagement
Identify and promote programs which engage retiree participation in activities essential to the well-being of individuals and benefit the greater community. These may include:
- Housing Availability
- Health Delivery
- Human Services Support
- Education Programs
- Environmental Monitoring
- Transportation Availability
People Like Me
Boomers are attracted to people with whom they share an affinity, such as hobbies, interests, personal values and professional experiences.
Put it Out There
Boomers are technologically savvy and have the time and dedication to research their retirement destination. Make it easy for Boomers to find out about your community, entice them to visit and experience the lifestyle and amenities.
Educate don’t Sell
Use word of mouth, blogs and other means to inform potential retiree residents about your community’s amenities, activities and lifestyle. Start conversations to engage interested Boomers in a dialog with current residents, tailoring the message to appeal to their specific needs and interests.
Convey your Values
Boomers are attracted to communities that share the same values and have a unique character that fits their own.
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