Marketing to Seniors

1. Marketing to Seniors Maureen Campbell President, Pearce Plus 888-473-2723 ▪ mcampbell@hpearce.com ▪ www.hpearce.com

2. Why a Senior Services Program? • The demographics • 10,000 Americans turn 60 every day • The fastest-growing age group in the U.S. today is 85 and older • Baby Boomers are dealing with aging parents • Baby Boomers are aging themselves • 77% of the nation’s wealth is controlled by seniors • Life expectancy today is 77 • Living Longer brings special challenges. Seniors need our help!

3. What should it look like? • Take all the relocation services you currently provide and package them for seniors! • Make it full service – one call does it all! “Seniors in Transition” – just like “transferees in transition”! • Help with sorting through the housing options – become knowledgeable about senior communities • Adult children need help! Many are not close by - they appreciate having a single point of contact who can “do it all” • Senior Communities – become part of their service package - present yourselves as a valuable resource and “added staff when they need you”

4. What should it look like? • Give it a Name! – “Pearce Plus” • Provide Counseling: Not just real estate – so much more! • Train one of your relocation counselors on issues facing seniors – create a “Senior Services Coordinator” • Provide clients with a single point of contact • Give them assistance with downsizing • Empathize - It is a difficult move (The “last” move). • Most seniors are like first time buyers – they have not bought or sold in over 20 years • Help them face this challenge!

5. Develop Material • Proposal for Senior Communities • Flyer Outlining Services • Brochure • Newsletter • Web Site • Helpful Moving Checklists • Moving workbooks

6. Train • Learn as much as you can about Senior needs • Designations: • SRES www.seniorsrealestate.com • Society of Certified Senior Advisors www.society-csa.com • Develop a Senior Team • Similar to Relocation Team- a new “specialty” • Opens up opportunities to bring on different agents • Bring senior experts in to train

7. Service! Service! Service! What is the Senior Counselor’s Role? • Assess the client’s needs • Arrange for all services • Follow up – • With the client • With the agent • With the source of the referral • With their adult children • Be resourceful - • Anticipate their needs • Expect stress! • Be patient

8. Prepare Your Agents • Pricing is key • Create a “Senior BMA Form” • Walk seniors through the real estate process – in detail • Discuss TODAY’S market and the value of proper pricing • It requires all of the same skills applied to transferee listings – Detailed analysis of the housing market! • Communicate with the Senior Communities – They will support the Realtor’s marketing strategy • Stay in touch regularly • Expect “melt downs” • It takes a special agent and a special counselor!

9. Public Relations • Great PR for the company • Unique Program – the press and the public are interested • Positions you as the expert • Our Senior Consultant writes a weekly column in the local newspaper • Seniors read the newspaper • We gain credibility • She is a “rock star” with the over 70 population

10. Network • Get to know experts in the field • Participate in Senior Fairs • Attend functions at assisted living communities • Join networking groups • Volunteer to speak about the real estate market It’s a small community – referrals will be exchanged

11. Do Presentations • Where? • Senior Centers • Retirement Communities • Corporations • HR Groups • Topics? • Real Estate 2009 • Getting Rid of the Clutter • Talking with Your Aging Parents • Stay Put or Make a Change.. What Are The Options?  • Panels of experts • Real Estate / Financial Planning / Elder Law / Reverse Mortgage

12. Market to Retirement Communities • We sign contracts with local retirement communities • We become their “full-service move in program” • They create marketing material outlining the service • They offer incentives to clients– tied to working with our program • We write columns for their newsletters • They call as soon as a senior puts a deposit on an apartment (or during the decision making process) • We select a Realtor (or 2), order a BMA, implement downsizing services • Seniors list their homes. We earn commissions and referral fees.

13. Market to 55+ Communities • Proposal to market their community benefits your real estate company • You can help with re-sales because of your unique full-service program

14. Why Now? • Senior Communities need additional resources more than ever • Seniors are concerned that their homes won’t sell – makes them reluctant to move • By having a full-service program in place, communities gain a competitive edge • It is a great partnership. We support them. They support us! • Apartments are generally held for 90 days. Homes are priced to sell quickly. • When Seniors list through us, communities know they will be kept informed … every step of the way.

15. Why Now? • Recession-proof market • Most Seniors don’t have mortgages • If moving is the right decision, they will move • They need us more than ever! • It is one of our most active lines of business!

16. They will Thank You! Gather Testimonials: • “The interest in my welfare and the intelligent and caring manner on the part of each member of the team made a difficult transition from one home to another far less difficult for me, beyond my expectations!” - Rhoda • “Thank you for being such a forward thinking company with your Senior Services Program. This is much needed, offering tip top current information and, better yet, direction for those of us ready to make a change but not knowing where, when, how to proceed. This is a welcome, quality service.” - Norma Seniors (and their adult children) appreciate all that you do! It is a “feel good” program!

17. Be Patient! It will produce results! • It takes seniors, on average, about 2 years to make the decision • Develop a pipeline • Anticipate long-term results, but give the program time to get off the ground! • Once you sign contracts with Retirement communities, the program takes on a life of its own!

18. Thank You! Maureen Campbell Senior Vice President Corporate Services 888-473-2723 ▪ mcampbell@hpearce.com ▪ www.hpearce.com