Important modifications are needed in the home when a retiree decides they want to age in place instead of moving to assisted living. Remodeling contractors can assist in creating a safe, assistive living space for the aging demographic. Are you prepared with the right marketing strategy to connect with these customers in their golden years?
The needs of a homeowner who is aging in place are quite different compared to typical home renovations. Even if these seniors are still mobile and healthy, they need to consider the functional features that will provide support in the future.
Aging in Place: Business Opportunities for Contractors
Preventive care and planning are a hot topic right now. The population of 65-and-older grew by an estimated 34.2% in the last decade, increasing the demand for home renovations focused on safe living and aging in place. This industry is growing FAST… is your contracting business ready to tap into these opportunities?
People want to stay in their homes as long as possible. But as mobility declines, assistive features are the only way they can maintain safety without outside support. As a renovation professional, you can provide the solutions that help the aging population maintain independence for years to come.
Unique Approach When Selling to Seniors
Whether you are talking with the elderly person directly or working with their caregivers, remember that this is a delicate conversation. This decision is emotional for everyone involved. The family is looking for a contractor who will dedicate time and attention through one-on-one planning. Building a rapport in the beginning will create a positive relationship through the renovation process.
Many seniors don’t know the adaptive features that they will need at home. Not only are you selling available renovation solutions, but you must also include educational opportunities in this conversation. The more your customer knows, the better prepared they will be in selecting the appropriate renovations that will support their goals of living at home.
How to Support Your Aging-in-Place Clients
Your marketing, consultations, and other business elements must be different for seniors who are choosing to age in place. Consider these essential strategies to accommodate the unique needs of this demographic:
- Work Examples: Have a portfolio section that provides examples of your work. These pictures can include features such as walk-in tubs, handrails, and ramps. Additionally, give these work examples in your marketing materials.
- Build Credibility: Since an aging-in-place renovation is an emotional decision, you’ll need to be proactive in building a stable relationship with each client. Your messaging can communicate trust and confidence in the services you are providing. For example, you might share reviews to show the satisfaction of your other customers.
- Support Resources: Printed pages, website information, and other reference sheets can be helpful when a homeowner is making decisions about the renovations. Many renovation contractors find that they are answering the same questions for all their clients. Consolidate the most critical information into these resources to provide quality support for every person you meet.
- Virtual Appointments: Since the aging population is at high risk of complications from COVID-19, virtual appointments can help ease their concerns about bringing the virus into their homes. Offer a digital option for the initial conversations, giving you a safe platform to build trust in the relationship.
Winter is an Ideal Time to Market These Services
Since most aging-in-place renovations happen inside the home, winter is an ideal time of the year to market these services. If it’s too cold outside to provide support for external renovations, then you can shift your focus to reach out to retirees.
These clients will be grateful for your support and optimistic about their plans for the future. With a clear goal and the right renovation features, it’s possible to make any home a safe, comfortable place for people of all ages.
