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A Different Take on Generational Marketing

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westbrook village, AZ header


As Benn, Lani and I were discussing the propensity on AG to discuss Generation Y and I continued to rage against I know not what true to my Generation X roots, I happened to mentioned my Westbrook Village real estate site.”You should write about it,” they said. And so here I am.

History

Westbrook Village is an active adult community in Peoria, about a mile west of Arrowhead Ranch and less than a mile from Loop 101. When UDC started construction a quarter of a century ago it was on the edges of civilization; civilization since has sprung up around it.

Once upon a time there was one dominant real estate company – Westbrook Real Estate. That brokerage was later bought out by Russ Lyon and to this day, Russ Lyon has the (dare I say it) lion’s share of the market. But once you get beyond Russ Lyon, it’s fairly wide open.

Let’s Talk About Me

Here’s where I enter the story. About 18 months ago my then-branch manager suggested in a sales meeting that someone start working in Westbrook Village. A small group of us guaranteed. Money was tight for marketing so we used door hangers from one of the local title companies, sent letters, etc.

I started the website – I’m a one-trick pony and this is my trick.

Even as we discussed how to market I was told that you can’t market an active adult community via the Internet. Never mind that Westbrook Village now is open to residents 40 years of age or older – the vast majority of folks aren’t tech-savvy enough to ever know the website’s around.

I pushed ahead. The group came apart when none of the “traditional” marketing methods proved effective. Westbrook Village Real Estate.com, meanwhile, became a category killer and a lead machine.

Some of those who contact me are looking for themselves. Others are looking for their parents. But they’re looking online – they want to see photos, they want to see floor plans, they want to see the newest listings to the market and they want to see all of the listings without having to register to see them.

It’s Not Really About Me

It’s about the fallacies we fall into when we market ourselves and our services. It’s about making incorrect assumptions about how a certain generation may behave and how they search for services. My 67-year-old mother has a computer and almost knows how to use Google. It’s something I’ve never forgotten and refuse to overlook.

It’s paid off.

Jonathan Dalton is a Realtor with RE/MAX Desert Showcase in Peoria, Arizona and is the author of the All Phoenix Real Estate blog as well as a half-dozen neighborhood sites. His partner, Tobey, is a somewhat rotund beagle who sleeps 21 hours a day.

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5 Comments

5 Comments

  1. Colorado Mortgage Broker

    February 20, 2008 at 8:44 pm

    Even if the current generation of retirees aren’t web savvy, the next generation will be. Because the age of domain and age of links counts in the SERPs, old sites (like yours will be) are more likely to rank in the future. I think it’s a fabulous idea. You get some business now, perhaps a lot of business later. I am mulling over the same idea regarding reverse mortgages. There aren’t that many searches for “reverse mortgage Denver,” for example, but it won’t always be that way. The other great thing about throwing up a site is that it just doesn’t cost that much and the maintenance isn’t that much either.

  2. Lani Anglin-Rosales

    February 20, 2008 at 9:28 pm

    Wade, that is an excellent point!

    Dalton- thank you for bringing people HOPE that the retirement communities can be marketed online. Your business will boom because you refuse to forget that mom knows how to use Google!

  3. kathy Drewien

    February 23, 2008 at 1:28 pm

    Oh dear! Didn’t realize that my clients and I have been dismissed as not tech-savvy!

    My 72 year old client who just relocated from Maryland met me through my online marketing.Fran wanted an active adult community. So, I set up an email listing alert for her. Long story short:Fran bought the property after researching online the area crime rate, libraries, and gyms.

    At age 57 I am a card carrying techie. My GenY clients love that I text.

    Baby Boomers (my peers) are online all the time finding resources for our aging parents. An “active adult” community without an online presence is invisible.

  4. Ginger Wilcox

    February 24, 2008 at 4:38 pm

    My 79 year old grandmother spends a ton of time on the internet. She is more likely to email me than call me. Online extends past specific ages, most people just haven’t figured that out!

  5. Colorado Mortgage Broker

    February 24, 2008 at 4:46 pm

    Ginger-
    I think your grandmother is unusual. I spoke to a retired woman the other day who told me that she gave her credit card information to her daughter so that she could book a plane ticket for her online because she is uncomfortable on the web. I think that’s more the norm. My parents, for example, are passable on the web, but they prefer to do things the old fashioned way, if possible. Between my wife and I we have three living grandparents — and not a one of them even owns a computer. Two are self-employed and one is an intellectual, so they are most assuredly capable. Most of the old folks just aren’t embracing technology. When I walk by the Apple store at the mall, I don’t see many old folks milling about. I doubt too many ipod adds are placed in the AARP magazine. Times they are a changin’, though.

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Business Marketing

How a Facebook boycott ended up benefitting Snapchat and Pinterest

(MARKETING) Businesses are pulling ad spends from Facebook following “Stop Hate for Profit” social media campaign, and Snapchat and Pinterest are profiting from it.

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Phone in hand open to social media, coffee held in other hand.

In June, the “Stop Hate for Profit” campaign demanded social media companies be held accountable for hate speech on their platforms and prioritize people over profit. As part of the campaign, advertisers were called to boycott Facebook in July. More than 1,000 businesses, nonprofits, and other consumers supported the movement.

But, did this movement actually do any damage to Facebook, and who, if any, benefited from their missing revenue profits?

According to The Information, “what was likely crumbs falling from the table for Facebook appears to have been a feast for its smaller rivals, Snap and Pinterest.” They reported that data from Mediaocean, an ad-tech firm, showed Snap reaped the biggest benefit of the 2 social media platforms during the ad pause. Snapchat’s app saw advertisers spending more than double from July through September compared to the same time last year. And, although not as drastic, Pinterest also saw an increase of 40% in ad sales.

As a result, Facebook said its year-over-year ad revenue growth was only up 10 percent during the first 3 weeks of July. But, the company expects its ad revenue to continue that growth rate in Q3. And, some people think that Facebook is benefitting from the boycott. Claudia Page, senior vice president, product and operations at Vivendi-owned video platform Dailymotion said, “All the boycott did was open the marketplace so SMBs could spend more heavily. It freed-up inventory.”

Even CNBC reported that Wedbush analysts said in a note that Facebook will see “minimal financial impact from the boycotts.” They said about $100 million of “near term revenue is at risk.” And for Facebook, this represents less than 1% of the growth in Q3. However, despite what analysts say, there is still a chance for both Snapchat and Pinterest to hold their ground.

Yesterday, Snap reported their surprising Q3 results. Compared to the prior year, Snap’s revenue increased to $679 million, up 52% from 2019. Its net loss decreased from $227 million to $200 million compared to last year. Daily active users increased 18% year-over-year to 249 million. Also, Snap’s stock price soared more than 22% in after-hours trading. Take that Facebook!

In a prepared statement, Chief Business Officer Jeremi Gorman said, “As brands and other organizations used this period of uncertainty as an opportunity to evaluate their advertising spend, we saw many brands look to align their marketing efforts with platforms who share their corporate values.” As in, hint, hint, Facebook’s summer boycott did positively affect their amazing Q3 results.

So, Snapchat and Pinterest have benefited from the #StopHateForProfit campaign. Snapchat’s results show promising optimism that maybe Pinterest might fare as well. But, of course, Facebook doesn’t think they will benefit much longer. Back in July, CEO Mark Zuckerberg told his employees, “[his] guess is that all these advertisers will be back on the platform soon enough.”

Facebook isn’t worried, but I guess we will see soon enough. Pinterest is set to report its Q3 results on October 28th and Facebook on the 29th.

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Business Marketing

Cooler temps mean restaurants have to get creative to survive

(BUSINESS MARKETING) In the midst of a pandemic and with winter approaching, restaurants are starting to find creative and sustainable ways to keep customers coming in… and warm.

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Outdoor eating at restaurants grows in popularity.

Over the last decade we have seen a change in the approach to clientele experiences in the restaurant business. It’s no longer just about how good your food is, although that is still key. Now you have to give your customers an experience to remember. There are now restaurants that feed you in the dark, and others who require you to check all your clothes at the door. Each of these provides an experience to remember alongside food that ranges from good to exquisite, depending on your taste.

Now, however, the global pandemic has rearranged how we think about dining. We can no longer just shove people into a building and create a delectable meal. If you’ve relied mostly on people coming into your restaurant, you may struggle to survive now.

The new rules of keeping clients safe means setting things up outside is the easiest means of keeping large numbers of them from crowding inside. Because of this, weather has become a key influence in a company’s daily income. Tents that were a gimmick before, only needed by presumptuous millennials, are now a requirement to keep afloat. People are rushing to make their yards into lawns that bring some in some fancy feeling.

The ties to the sun in some areas are so strong that cloudy days have been shown to drop attendance as much as 14% for the day. This will become the more apparent the colder it gets. For me, I always mention hibernation weight in the winter, when all I want to do is curl up and eat at home. Down here in Texas we are already finding cooler weather, drops into the 70s even in August and September. We are all assuming a cold winter ahead. So, a bit of foresight is finding a means of keeping your guests warm for the winter ahead.

San Francisco restaurants have started with heat lamps during their cooler evenings. Fiberglass igloos have also been added to outdoor seating as a means of temperature control. A few places down in the Lonestar state keep roaring fires going for their outdoor activities. While others actually keep you running in between beverages by encouraging volleyball matches. This is the new future ahead of us, and being memorable is the way to go.

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Business Marketing

Healthcare during pandemic goes virtual, looks to stay that way

(BUSINESS NEWS) Employment-based health insurance has already been through the ringer with COVID-19, but company healthcare options are adapting for long term.

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Stethoscope with laptop, showing healthcare going virtual.

Changes in employment-based health insurance may end up costing employers more, but will provide crucial benefits to workers responding to the healthcare challenges presented by the COVID-19 pandemic.

According to a recent survey by the Business Group on Health, a member-driven advocacy organization that helps large employers navigate providing health insurance to their employees, businesses will increase access to telehealth, mental health resources, and on-site clinics in the upcoming year.

Besides the obvious impacts of the coronavirus itself, the effects of the COVID-19 pandemic have also rippled out to affect other aspects of public health and how we engage with medical care. With so many people staying home to reduce their in-person contacts, there has been a significant increase in the use of telehealth services such as virtual doctor’s visits. According to the survey from Business Group on Health, whose members include 74 Fortune 100 companies, more than half of large employers will offer more options for virtual healthcare in the upcoming year than in the past.

The pandemic, resulting economic fallout, and dramatic changes to our lives have inevitably exacerbated peoples’ anxieties and feelings of hopelessness. As we move into cold weather, with no end in sight to the need to socially distance, this promises to be a particularly dreary, lonely winter. Mental health support will be more necessary than ever. In 2019, 73% of large employers provided virtual mental health services. That number will increase to 91% next year, with 45% of large employers also expanding their mental health care provider networks, making it easier for employees to find the right the therapist or other mental health service provider, and making it easier to access those services from home, virtually.

In addition, there will be a 20% increase in employers offering virtual emotional well-being services. Altogether, 9 out of 10 of the employers surveyed will provide online mental health resources, which, besides virtual appointments, could also include apps, webinars, and educational videos.

There has also been a slight increase the availability of on-site clinics that provide coronavirus testing and other basic health services. This also included an expansion of resources for prenatal care, weight management, and chronic health problems such as diabetes and cardiovascular disease.

These improvement won’t come free of charge. While deductibles will remain about the same, premiums and out-of-pocket costs will increase about 5%. In most cases, employers will handle these costs, rather than passing them on to employees.

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