Never before in retirement marketing has it been so important to keep up-to-date to ensure a successful, insight-led marketing and sales strategy. The changing of the guard has commenced with the incoming boomer generation. Like a glacier carving its way through anything in its path, the boomers have forged change their whole lives and now it’s time for them to change the status quo of retirement living. Jeff McGarn, author of Will the baby boomers live in their parents’ retirement village and a boomer himself, pens some insights to the current retirement landscape.

Scones or skinny dipping?

Many seniors say they feel misrepresented in the media and advertising and as a senior myself and as a marketer working in the retirement living sector for over 30 years, I agree! 

Advertising images of Devonshire teas may depict the lifestyle at some villages but this isn’t the case across the board - the residents at a project we marketed skipped the scones and celebrated the opening of the swimming pool with a midnight skinny dip!

The reality is that the terms ‘senior’ and ‘retiree’ cover a 20 or 30 year span in which likes, dislikes, beliefs and needs are widely varied. So how can retirement marketing possibly speak to them all? 

GBD are Australia’s retirement marketing specialists.

About the author

My name is Jeff McGarn, the managing director of GBD. I’ve worn many hats in the creative field over the last 45 years and have worked on over 350 retirement projects.

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baby boomers Heather and Robert

Would the Boomer generation live in their parent’s retirement village?

Over the last 30 years marketing for the retirement industry, I’ve been challenged by emerging market attitudes. This blog unwraps some of those thoughts.

I’ve found interesting parallels in the journey of a couple of baby boomers (Heather & Robert) who are in the throes of wedding plans and considering a retirement village in the mix.

So jump on in and follow how they fare, together with my commentary on new and innovative trends in the retirement industry. And let me know your thoughts too!

There are many consultants in the retirement living industry that offer advice on how to reach prospective residents, however very few have the experience, empathy and understanding of our target market than Jeff McGarn.

Jeff has an amazing ability to get ‘inside the heads’ of our target market and is in touch with their thoughts, fears and decision triggers.

He is also not afraid to challenge the industry on how to design senior living communities that will appeal to retirees in the future.

This book is a timely reminder to operators to stay relevant in the future.

Linda Hooper
National Marketing Manager
Living Choice Australia Ltd