| My mother-in-law
moved into an Active Adult community a few months ago, and I was recently invited to her
house for a dinner party. When I arrived, she was chatting with three neighbors about her
new furniture. An hour later, the four women were still discussing home design issues
– paint color choices, where they could find the best area rugs, who they used to
install their lights, and on and on. I found it fascinating that they could talk for so
long about this one topic, but I realized it wasn’t unusual. When someone buys a new
home, they are often interested in decorating it, and since EVERYONE in this community is
a new homeowner, home decor is a common topic of discussion. Active Adult
communities are popping up all over the country. The new residents are in desperate need
of our services! Here are 4 great reasons to target these communities:
- These are new homes, and the fact is: homeowners spend the most money on their homes
within the first few months of moving in.
- Seniors are the most affluent demographic with the largest disposable income.
- Seniors have more free time to spend on hobbies and passions, like home decorating.
- Once you penetrate a senior community, referrals spread like crazy.
Okay, now that
you're convinced of WHY you should target Active Adult communities, I bet you want to know
HOW!
Here are a few
great tips on breaking into this market.
- Advertise in their newsletters
Rates are usually very reasonable, and the newsletters are read thoroughly by most members
of the community. Contact the newspaper commitee.
- Conduct a design seminar at the community clubhouse
This is so effective! Many seniors enthusiastically attend these presentations, which are
widely promoted within the community. You can also contact individual groups and clubs
within each development (singles club, theater group, game group, etc), as they often look
for guest speakers and theme nights. Once you make a contact, it is easy to become
"THE" designer who is referred by - and used by - most of the community.
- Send "New Home Flyers"
Don't get me started on New Home Flyers! Those of you who have read my earlier e-zines or my
e-book on New Home Flyers know how passionate I am about this marketing tool. You can
get addresses and labels fairly inexpensively from direct mail companies. The company I
use is Homeowners
Marketing. (You can go on the site, but it's much better to call. Ask for the owner,
Barry, and mention my name: 800-232-2134.)
- Take a walk
Beware! Most of these communities are gated, which means you can't get in unless you are
visiting a resident. My mother-in-law and I walked around her neighborhood knocking on
doors, and it worked out very well. But you can only use this method if you are friendly
with my mother-in- law (she won't walk around with just anyone, you know!). Seriously,
once you've established contact with someone in the development, ask them to introduce you
to the neighborhood.
One designer I know saturated a neighborhood by walking around with flyers as the homes
were still being built - before there was a guard gate. This activity made her the
main designer for the community. She decorates almost every home there.
Some of these
techniques may take you out of your comfort zone. But if you truly desire to expand your
business and become more successful, don't be afraid to explore new ideas. The results
will be worth it!
Designer Blitz
is a weekly e-zine geared specifically for interior designers and home décor
professionals. Each week, you receive entertaining articles and business resources that
help you generate new clients, get more publicity, and earn more money!
For a free subscription, go to www.nikastewart.com.
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