What are the most effective strategies for marketing commercial real estate to baby boomers?

1 Know your audience

The first step in marketing commercial real estate to baby boomers is to understand who they are, what they want, and how they make decisions. Baby boomers are not a homogeneous group; they have different lifestyles, values, and goals. Some are still working, some are retired, some are downsizing, and some are upsizing. Some are tech-savvy, some are not. Some are looking for convenience, some are looking for luxury. To market to them effectively, you need to segment your audience, identify their pain points, and tailor your message to their specific needs and interests.

2 Showcase the benefits

The second step in marketing commercial real estate to baby boomers is to showcase the benefits of your property, not just the features. Baby boomers are not interested in the technical details or the specifications of your property; they are interested in how it can improve their quality of life, solve their problems, or fulfill their aspirations. For example, if you are marketing an office space, you need to highlight how it can enhance their productivity, creativity, or collaboration. If you are marketing a retail location, you need to highlight how it can attract more customers, increase sales, or create a unique brand identity. If you are marketing an investment opportunity, you need to highlight how it can generate income, appreciate in value, or diversify their portfolio.

3 Use multiple channels

The third step in marketing commercial real estate to baby boomers is to use multiple channels to reach them and engage them. Baby boomers are not limited to one medium or platform; they use a variety of sources to gather information, compare options, and make decisions. They may use online platforms such as websites, social media, or email newsletters, but they also value offline platforms such as print ads, brochures, or personal referrals. To market to them effectively, you need to create a consistent and coherent message across all channels, and use a mix of visual, verbal, and interactive elements to capture their attention and interest.

4 Build trust and credibility

The fourth step in marketing commercial real estate to baby boomers is to build trust and credibility with them. Baby boomers are not easily persuaded by hype or gimmicks; they are looking for reliable and reputable sources of information and advice. They want to see proof of your expertise, experience, and reputation in the commercial real estate industry. They want to see testimonials, reviews, or case studies from previous or current clients who have similar needs or goals as them. They want to see evidence of your track record, performance, or results in the market. To market to them effectively, you need to establish yourself as a trustworthy and credible partner who can deliver on your promises and expectations.

5 Provide value and service

The fifth step in marketing commercial real estate to baby boomers is to provide value and service to them. Baby boomers are not looking for a transactional relationship; they are looking for a long-term relationship. They want to feel valued, respected, and appreciated as customers. They want to receive personalized, attentive, and responsive service from you and your team. They want to receive valuable, relevant, and timely information and guidance from you throughout the buying or selling process. They want to receive follow-up, feedback, or support from you after the deal is closed. To market to them effectively, you need to provide value and service that exceeds their expectations and enhances their satisfaction and loyalty.

6 Adapt and innovate

The sixth and final step in marketing commercial real estate to baby boomers is to adapt and innovate. Baby boomers are not static or stagnant; they are dynamic and evolving. They are constantly changing their preferences, needs, and goals as they go through different life stages, challenges, and opportunities. They are also influenced by the changing market conditions, trends, and technologies that affect the commercial real estate industry. To market to them effectively, you need to adapt and innovate your marketing strategies, tactics, and tools to keep up with their changing demands and expectations. You need to monitor their feedback, behavior, and preferences, and use data and analytics to optimize your marketing performance and outcomes.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?