Looking to target a new demographic over the next few months? It might prove very profitable indeed to consider targeting people over the age of 55, as new research has revealed that this age group has some very high-flying ideas when it comes to home improvement projects.
Conducted by SunLife, the study – carried out as part of the group’s equity release home sentiment research – found that indoor pools, eco homes and conservatories are the top three projects of interest to the over-55s.
High-tech security systems, greenhouses, cinema rooms, balconies, Jacuzzis, alfresco areas and home saunas were also found to be popular ideas for renovations at home – so something else to bear in mind.
Interestingly, the top five projects for men were found to be eco homes, indoor pools, conservatories, security systems and cinema rooms, while women were more taken with the idea of indoor pools, eco homes, conservatories, greenhouses and balconies, so perhaps consider this depending on who your customer is as well.
Wine cellars, indoor bars and garden playgrounds were also revealed as being of interest in the study, so if this is an area in which you specialise you might find you’re able to capitalise on this over the coming months.
When it comes to marketing to people over the age of 55, you need to make sure that you’re focusing your efforts in the right direction. Don’t assume that just because they’re above a certain age that you won’t be able to reach them through digital channels.
You may have to adapt your language a little to suit your new target market but the over-55s can certainly be found on the internet, using the same sites and responding to the same ads as their younger counterparts.
Indeed, figures from Ofcom show that almost half of those aged between 65 and 74 have a social profile, with around nine in ten using Facebook.
And don’t forget about making sure your company website is visible online, with the best way to go about this prioritising search engine optimisation. Working out what search terms people will use to find your goods and services means you can target these throughout your website, which will help search engines rank your site higher.
Google Ads could help you bridge the gap and put your site on the first page of search engines while you wait for your site to rank organically.
But while it’s important to ensure you have a strong online presence, it’s also worth remembering that this demographic is also likely to respond well to mail shots, so you should also perhaps consider sending out letters and promotional material in this way as well.
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