Key takeaways include:
- Understanding the differences between early wave boomers, late wave boomers, and early wave Gen Xers in terms of financial wherewithal and preferences
- Adapting amenities and communal spaces to cater to the more individualistic Gen X buyers
- Providing tools and resources that allow prospects to self-direct their journey and build trust before engaging with sales
- Leveraging a full marketing mix, including targeted direct mail and social media platforms like Facebook, YouTube, Instagram, and TikTok
- Educating cash buyers on the minimal impact of high interest rates on their purchase decision and focusing on quality of life improvements
- Hiring professionals with proven results in marketing and lead generation, preferably with a focus on the home building industry
- Rob also touches on the potential for technology companies to disrupt the home building industry by becoming builders themselves. Tune in for valuable insights on engaging the evolving 55+ home buyer demographic.
Rob Krohn is a Brand and Marketing Strategist with 25+ years of experience partnering with high growth B2B and B2C organizations to successfully meet and exceed business goals. Rob is currently the VP of Marketing for Epcon Communities and Epcon Franchising where he oversees marketing strategy, program implementation and analytic evaluation for all of the company’s marketing initiatives. He drives leads for the corporate homebuilding businesses, the company’s franchise opportunity, as well as serving as a consultant to Epcon’s national network of Franchise Builders. He also helps to steer Epcon’s efforts to integrate advanced technology for homebuilders, placing the company at the forefront of homebuilding technology innovation. Rob speaks frequently at industry conferences on topics such as traditional and digital lead generation, lead conversion techniques, marketing technology, as well as virtual and augmented reality.
