Cathy Grant is Senior Vice President of Sales and Marketing at Intracorp Projects Ltd., where she sits on the senior management team, directs all sales and marketing activity for Intracorp projects across Canada, and guides the Intracorp Corporate brand. Here is what she had to say:
David Allison: Many middle-income Boomers are reluctantly moving to a condo/apartment that is smaller than the house in the suburbs they’ve left behind. Instead of leafy green streets they are surrounded by dense urban environments. What can we do/plan/change/build/ invent to make them feel at home?
Cathy Grant: As salespeople and marketers, I think the first thing we need to remember is that this group is choosing a more urban lifestyle. They are looking to simplify where and how they live – to spend less time commuting and caring for a single-family house and more time doing the things they truly want to do. And while they’re nervous about leaving their existing neighbourhood and community, they are excited about finding their place within a new neighbourhood and community. There is a very real sense of anticipation. Combined, as to be expected, with a sense of apprehension.
Our task, then, is to facilitate the transition from a suburban, car-centric single-family home lifestyle to an urban, often smaller but “oh-so-perfect for me” condominium. It includes a certain degree of customization in the finishing process so as to provide a home that best suits their must- haves while at the same time providing the flexibility to accommodate the occasional “it would be nice if…”. Customization is key to successful sales and after-sales programs as well: this group responds to private sales appointments, multiple visits before and after purchasing, and a relationship that extends beyond the purchase and sale agreement, through the construction process, right up to handing over the keys to their new home.
Tailoring our product and service offerings to the Boomer audience requires a bit of new thinking, new processes and new systems. What we learn, though, will impact the way we do business for all segments of the marketplace.