The Community Builders & Remodelers Association of New Jersey and the 50+ Housing Council are pleased to bring its newest educational course to northern New Jersey, just before NAHB’s Fall Board of Directors meeting in New York City.  Whippany, NJ is under an hour’s drive from NYC.

Marketing to the Active Adult

Strategies to Reach and Sell
The motivations, challenges, and expectations of active adult consumers are much different than those of first-time and move-up homebuyers. Marketing to those 55 or better requires a skilled approach that addresses their generational identities, needs, wants and aspirations. This course will give housing professionals a greater understanding of marketing strategies to help move active adults toward purchase. Special emphasis is placed on Internet marketing strategies that are effective in reaching and motivating active adults.

By completing this course, participants will be able to:

•    Identify group characteristics unique to active adults that impact their housing decisions
•    Describe the process and importance of developing strategies and plans for marketing housing to active adults
•    Assess and select components of a comprehensive Internet strategy and describe how to integrate online and offline marketing
•    Describe the components of the visitor experience that reinforce the advertising and sales message

Special Note: Currently, Jane is one of only two approved instructors for this course.  More instructors are needed to bring this brand new and very timely course to industry professionals nationwide.   Anyone interested in applying for instructor status to teach this course is required to take the course.  This is a fantastic opportunity for interested 50+ Housing Council members who are traveling to NYC for NAHB’s Fall Board of Directors meeting.  The Fall Boards begin on September 22.

Save the date.
Space is limit for only 25 students for this course.
Sign up today!

September 21, 2010
Location:  The Community Builders & Remodelers Association of NJ

9:00 AM – 5:00 PM 9 Whippany Road, Ste B2-3, Whippany, NJ 07981

Student Fee:  NAHB/CBRA Member:   $220           Non-Member:  $275

For questions and to register, contact Sharon Barkauskas, ext 302

Community Builders & Remodelers Association of NJ,  9 Whippany Road, Ste B2-3, Whippany, NJ 07981

Phone: 973-887-2888, Fax 973-887-2926, Email: sharonb@cbanj.org

Note:  Cancellation Policy: 48 hours notice of cancellation for full refund.  $25 cancellation fee for no shows.

Lunch with the Expert – Creation & Integration of Your Unique Selling Proposition

Don’t forget to join industry professional, Jane Marie O’Connor of 55 Plus, LLC for another complimentary tele-conference in our series Lunch with the Expert – Your Unique Selling Proposition

One question is asked over and over again by clients and in discussion groups within our new social media environment.

Q: “How can I increase my absorption rate?”
A: “Before you can fairly analyze your absorption rate you must clearly define what it is you are selling, both tangible and intangible values.”

It is amazing to me that this fundamental concept, this overarching guiding message to prospects, which differentiates us from the competition, is so overlooked.

1. Can you clearly list all that makes your community unique and stand out from your competition?
2. Do all your team members, including your marketing and sales staff sing the same tune in conveying your unique message?

If you answered yes to these questions, congratulations! You must be closing sales and humming along nicely.

If you answered no to the questions, you may be experiencing an identity crisis. If so, it is time to stop, take a breath and focus on the process of creating your Unique Selling Proposition (USP), even if you are already selling.

During this complimentary 60-minute tele-conference Jane’s 5 step process will be revealed.

Register here.

The Empire State Association of Assisted Living’s 31st Annual Conference & Trade Show (ESAAL)

Join award-winning, 55+ industry expert Jane Marie O’Connor, principal of 55 Plus, LLC, for a lively session on ‘How to Market and Sell in a Soft Market at this years 31st Annual Conference & Trade Show in Saratoga Springs, NY.

Since 1996 Jane has worked with developers, home builders and real estate companies focusing on the 55+ niche market to assist in permitting and zoning issues, concept development, product positioning, pricing and sales strategies to succeed in today’s competitive market environment.

When: Tuesday, May 4, 2010
Where: Saratoga Hilton, Saratoga Springs, New York

To learn more and to register please click here.

To download the 2010 conference brochure please click here.
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About the Empire State Association of Assisted Living (ESAAL)

Empire State Association of Assisted Living is a not-for-profit organization dedicated to strengthening New York State’s assisted living industry and promoting the best interests of providers and residents.

Founded in 1979, ESAAL is the only association that exclusively represents the assisted living industry, serving more than 240 Assisted Living Residences, Adult Homes and Enriched Housing Programs throughout New York State. These member residences are home to more than 20,000 seniors.

We look forward to seeing you there!

As spring emerges from its winter sleep, my musings and thoughts turn to new beginnings. Born is a new decade and a whole new housing industry and especially new for those who have never experienced a down turn.

Before you begin your new project or as you take a fresh eyes approach at your current project, do your homework by conducting market research to assure your community’s successful sell-out.

Why is market research critical in the new decade for homebuilders?

Market research provides demographic, psychographic and product acceptance likelihood within your target market area.

Whether you are setting your sights on land for your proposed active lifestyle community or re-engineering an existing product to meet the acceptance of today’s buyers, market research is vital. We no longer are willing to risk multi-million dollar projects on “gut” instincts or feelings. The seriousness of the impact of faulty “gut feelings” can cost you your shirt!

9 Steps to Great Market Research

1. Site Visit. A visit to the site and surrounding area will allow your researcher to gain a greater understanding of the project as it relates to the neighborhood and community, as well as the ability to make suggestions based in first hand knowledge of the site.

2. Define market area. Determine the primary market area surrounding the site and the anticipated impact of this market area as well as an intermediate or secondary target market.

3. Documentation of demographic trends in project market area. Analyze the demography of the market area. This includes a thorough analysis and calculation of the size of the existing and projected future target market based on household age, income, assets/home value, and likely moving behavior, as well as any other relevant factors.

4. Existing and planned properties in the market area. Utilize market area supply data as provided by a thorough competitive market analysis of your target area.

5. Demand analysis. Calculate demand projections in order to gauge the depth of the local and total market and their capacity to support the already existing product in the market as well as the subject property and any other proposed projects. As part of this analysis perform standardized quantitative tests of required market penetration and capture. These calculations incorporate an analysis of moving behavior of target households.

6. Product definition. Define the product(s) that best suite your community and site. Is your scope broadened to relate to the acceptance of any proposed on-site amenities?

7. Absorption projections. Mathematically project annual absorption of homes within the total market and of your project over the expected sales and sell-out timeline, whether it be within a year or over the course of multiple years with larger projects.

8. Psychographic Analysis. Study and document the psychographic of your target market. While demographics assist us in gathering quantitative information, psychographic research provides qualitative information vital to the acceptance and success of a product line. Psychographic analysis is obtained using focus groups, interviews, surveys and conversations in-person or on the telephone.

9. Written report and presentation. Obtain a written executive summary of the findings and conclusions with regard to the potential success of your project. This includes reports on the depth of the local marketplace, competitive market analysis, absorption projections, demographic and phychographic data, product definition, price guidelines and site amenity acceptance.

How would you answer the following questions?
1. What is your confidence level for the product you offer today’s buyer?
2. Have you positioned your product for quick or reasonable absorption?
3. Have you done the homework necessary to assure your success?

Contact us today to help you obtain a thorough, world-class analysis of your proposed or existing community.

How many homes has your sales team sold in your active adult community this year?

We work with some sales teams with sales goals of 1 home sold per month. Some are more optimistic, with sales goals of 25 homes sold per month.

What is your goal each month? Have you reached it?

Is your sales team selling to their full potential, or are they simply squeaking by with the minimum amount of homes sold? If you want to push them harder, get them motivated and keep them educated, our Full Day Training Session may be just what they need to realize that even in this tough economy, our goals should never be out of reach.

Our PowerPoint presentation of the course materials is enhanced and complimented with personalized packets for each attendee. We encourage interaction, so we invite registered attendees to formulate and E-mail us questions or topics most important to them prior to the presentation. This advanced preparation allows us to adjust every presentation to your needs.

Consider the following topics:
+ Market Trends
+ Understanding Your Target Market
+ Five Market Segments
+ Unique Buying Features
+ Your Competition
+ Influence Factors
+ Selling Strategies
+ Building Relationships
+ Challenges
+ Models – Hours of Operation
+ Prospect Tours and Involvement
+ Objections / Dissolving Objections
+ Follow-up Strategies – Pro-active Selling
+ Mystery Shop Results and Practice
+ Consumer Survey Results

I would welcome the opportunity to speak with you about your active adult community and formulate a plan on how we can reach your sales goals. Please contact me at request@55plusmarketing.com or 413-339-5552 if you would like to learn more or to schedule a personalized session with your sales team.

Subscribe to our newsletter here.

The International Builders Show this year was, as always, a great networking and learning experience. I’d like to share with you my Top 13 Take-aways. Enjoy! I welcome your feedback and comments.

1. Universal and green designs are no longer an option; we must incorporate these elements into our engineering and design strategies now and for the future. Their use promotes sustainable quality habitat and visit-ability for all.

2. A rare conversion of multi generations is upon us, the likes of which we see but once a century. This conversion includes the GIs to the Millennials. What this means is that now more than ever, diligence in performing research to identify primary target markets is crucial. The ability to offer products that will enjoy quick absorption in the market place and the opportunity to capture this rare cross generational appeal is now.

3. The use of behavioral assessments to assist in creating a team of Top Performers is becoming the gold standard for not only hiring decisions, but to gain increased productivity with your existing sales team. Explore the use of this vital tool to help you reach your sales goals.

4. Choose impactful imagery to convey branding and assure that your message is received as intended. The adage a picture is worth 1,000 words applies to the 50+ market but carefully consider imagery to appeal to your target market. Are you trying to reach men or women – or both. Each sub-segment appeal to an image may vary. As we know, Boomers, Silents and GIs are not created equal! Therefore, studying our changing demographics and generational identities is key in effective messaging.

5. Top Performers require ongoing support, accolades, recognition and training to maximize their success and thus your profitability. Invest in training and coaching to refine and retool your team.

6. Home designs are shrinking. With the unprecedented interest in energy efficiency, cost consciousness and the desire for a simpler lifestyle, our hats are off to all who can deliver an appealing product that makes a smaller footprint, yet delivers the quality and flexibility buyers expect and desire.

7. Think lifestyle not real estate. Real estate has taken a huge hit over the past few years, but lifestyle desires and needs are evermore in vogue.

8. Sell the experience; it’s all about the experience. In the end, builders are judged on the overall buyer experience, start to finish. Everything your customer touches, sees and experiences cries out to be World Class. Do it, and you’ll be ahead of your competition.

9. Train your Top Performers to conduct and control those meaningful financial discussions with their prospects. When working with sales teams across the country and around the world, we discovered that the comfort level of conducting a serious financial discussion with prospects is very low. Today, the financial topic demands our top performers are skilled in directing these necessary conversations with prospects. Help your sales team be prepared to conduct these discussions by providing the educational support and resources they need to advance sales and improve their closing ratios.

10. Social Media is the rage. No matter how you’ve tried to avoid hopping on-board, you simply cannot. This seemingly inconsequential form of communication through networking has produced extraordinary results. The new decade demands a new way of communicating to prospects, homeowners and our ever expanding world of contacts. Use Facebook, Twitter and LinkedIn, create a blog, and measure the results. You’ll be amazed at the outcome and thankful you made this 21st Century shift.

11. Unique Selling Propositions are in focus anew. What is your USP? Have you reviewed it lately? Does it need a fresh eyes approach analyzing its effectiveness? Remember, once these elements have been identified, all messaging, sales speak and media placements reinforce your unique message and promotes your differentiation from your competition.

12. Selling is not easy, especially in today’s challenged market environment. This fact is coupled with an all-time low consumer confidence index. Strategies and homework on dissolving objections is key to keeping control of the selling process and moving your prospects down the critical path of sales to happy home ownership.

13. Follow-up strategies are not an afterthought, rather a carefully planned and executed series of communications to prospects, and present and future home owners. Do you have a written follow up plan? If not, begin today to formulate one that will help you exceed your sales goals.

In today’s challenged market environment, we cannot ignore where the rubber meets the road in the successful sell-out of active adult lifestyle communities, service-enriched retirement communities and apartments. The use of assessment tools has become vital today in assuring that you have the right team on-board to accomplish your goal: the profitable and timely sell-out of your community.

Part I: Workplace Motivators Survey
Identifying the values of individuals, teams and organizations reduces conflicts, increases talent retention, improves efficiency and productivity, and energizes any group working together toward common goals. The benefits include reduced turnover, enormous cost savings and increased satisfaction of stakeholders.

The Workplace Motivators report identifies six different values that motivate an individual to take action:

Theoretical: A passion to discover systematize and analyze; a search for knowledge.

Utilitarian: A passion to gain return on investment of time, resources and money.

Aesthetic: A passion to add balance and harmony in one’s own life and protect our natural resources.

Social: A passion to eliminate hate and conflict in the world and to assist others.

Individualistic: A passion to achieve position and to use that position to influence others.

Traditional: A passion to pursue the higher meaning in life through a defined system of living.

The graph below illustrates a candidate’s Workplace Motivators, Interests, Attitudes and Values

Part II: Sales Survey
• Spot winners with a reliable selection method.
• Evaluate the performance of both new and existing salespeople.
• Maximize the sales team’s effectiveness.
• Coach the sales team for maximum results.
• Hire the salesperson that fits the company needs.
• Bring a salesperson out of a sales slump and back on a winning track.
• Reduce employee turnover and new training costs.
• Boost your sales-the ultimate business objective.

The DISC Graph provides insight into an individuals natural and adapted communication and leadership styles by measuring the four key dimensions of behavior.

Part III: Sales Strategy Index
Your business is in the hands of your sales personnel.
• Can they sell?
• Do they understand the sales process?
• Are they treating each sales situation the way top salespeople do?

Sales Skills Index will answer all those questions and more!
• Simplify sales training
• Allow managing and coaching to be focused on areas that produce results
• Build confidence
• Identify the sales strategy knowledge areas that are needed to sell a specific product or service in a given market
• Identify new sales applicant’s strengths and weaknesses
• Identify specific training or management needs of a salesperson or sales force

The graph below illustrates a candidate’s understanding of the most effective sales strategy in a series of sales situations.

Read the rest of this entry »

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