You are Tracy Lux, President of Trace Marketing, Inc.
;
I have been involved in marketing real estate, new home developments, health care and financial products targeted to the mature market for over 20 years.
I was a founding member of the National Association for Senior Living Industries (NASLI) and served on the board of directors. I am a member of the National Association of Home Builders, (NAHB), an instructor and author for the Senior Housing Marketing Specialist (SHMS), professional designation of the 55+ Council, and I have served as National Education Committee Chairman and on the Board as a Trustee. ; I ; am also a member of ALFA and AAHSA and I speak frequently at all of the trade conferences.
Trace Marketing, Inc. (TMI), is a full service consulting group that specializes in market research, strategic planning, advertising, public relations, mystery shopping and, as well as executive search and training programs all targeting the mature market and senior housing industry.
Trace Executive Search (TES), a division of Trace Marketing, Inc., is dedicated to conducting thorough searches the most appropriate match between candidate and employment opportunity. ; Services include recruitment, hiring and compensation negotiation for clients searching top level candidates for executive positions in the retirement and long-term care industries.
Training Solutions Group (TSG), a division of Trace Marketing, Inc., develops customized training programs for diverse clients in the retirement living, home building, real estate and health care industries. ; TSG specializes in sales training, team building, customer service, total quality management and listening skills programs.
What services do you offer to companies that want to reach the 50+ age group?
We offer market research, consisting of: market feasibility reports, mystery shopping, focus groups, lost or delayed leads studies, consumer based market research/testing, and competitive studies. ;
;
Pre-marketing products include marketing plans, media plans and priority reservation programs.
Marketing audits, project management, advertising, direct mail/telemarketing and public relations services are also offered to those wishing to reach the 50+ demographic. ;
;
In addition, we conduct training seminars on community outreach (cost effective marketing) and easy living design (creating universal appeal and profitability).
In your opinion, what makes this age group so unique?
The mature marketplace consists of four very unique demographics: The (Pre)-Young Boomers (45 to 55), Boomers (53 to 59), Ikers (60 to 70) and Senior Retirees (70 to 80). ; It is essential to know each group and their unique preferences and styles so that you can market to them effectively.
The market is becoming more educated and it is increasingly necessary to identify the sub-segments. ; Your material needs to address their concerns. ; And each segment has vastly different concerns.
;
What differentiates Trace Marketing, Inc. from other consulting companies working on the 50+ market?
We have extensive experience in this industry. ; Our principals have a combined total of over 100 years of experience in all of the related housing and healthcare industries. ; We have both experience with active adult communities (55+) and the service enriched segments (CCRC’s, Assisted Living, etc.). ; ; ;
What companies hire your services? ; Do they only target seniors? ; Baby boomers? ; Both?
We specialize in the mature marketplace. ; Therefore our clients tend to be homebuilders entering the active adult market or existing communities and facilities looking to evaluate an underperforming location.
;
We conduct educational training of salespeople as well for communities wanting to boost their occupancy. ; We also do start-ups for communities. ; Operators of the service enriched products also use us for the full complement of services offered.
What are your recommendations for the successful marketing to the 50+ marketplace?
Do not assume all adults over 55 will react the same to your message. ; You need to examine the segments in this market and tailor your efforts to your age group appropriately. ;
Retirement comprises over 1/3 of our life, therefore our products, services and amenities need to be closely matched to our target markets.
;
Contact:
Nancy Taylor – NTaylor@tracemarketing.com
;