Marketing to Seniors
Until recently, the senior market had
little interest for marketers because of misconceptions. Senior
citizens were ridiculously mischaracterized as eating dog food
and living off paltry sums or as "old bats," demanding "where's
the beef?" Now, marketers understand the facts about marketing to seniors:
- Seniors save
more than younger segments and have discretionary income
- They
control 60% of US assets
- People age 65+ have larger retirement
accounts and investment portfolios larger than younger people
- Retirees have more time to direct marketing messages.
In short,
the senior market is a goldmine and one that we have been
researching and documenting since 1985. Marketing to seniors produces the best return per marketing dollar.
Effective senior
marketing requires understanding senior psychology. And with
that increased understanding, real estate developers realize the
huge profits to be made in senior housing and insurance
companies see the riches from senior health insurance and long-term care insurance. Note that the senior market single-handedly
supports the fixed annuity industry and the senior settlement
industry. Life insurers, once focused on traditional cash value
life insurance for families now realize where the growth and
profits lay—in marketing to seniors. Electronic marketers
have also come around. Common wisdom was that seniors were not
technology savvy. Au contraire. The Pew Internet survey shows
that one segment of seniors are heavy Internet users-the 4
million seniors with the greatest net worth and
education—exactly the market that financial institutions and
financial advisors want to reach. To ignore e-mail marketing, web
site marketing in favor of direct mail or other traditional
modes is a mistake. Gain value from the resources in this site
to better understand retired people, senior marketing, senior
advertising and retiree buying psychology.
Click Here if you are a financial professional seeking to meet mature
clients.
Resources for Specializing in the Senior Market:
Marketing
tools to attract
seniors
Senior
Investment and
Insurance Leads
Set Appointments ProspectMatch Success Lead System
Setting Appointments Be a Financial Expert
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