Are your 55+ sales efforts hitting the mark? Many companies face challenges when working with 55+ consumers. Unlike traditional buyers, this group prioritizes lifestyle, community, and longevity in relation to purchasing decisions. By 2030, there will be over 114 million people in the U.S. over 55, so we are seeing more diversity in the population. However, what continues is a strong psychographic grounded in second-half-of-life values and an aspirational perspective on living their best life and being their best self.

Todd Warshauer, principal at Active Adult Consultants, and I offer a 55+ Sales Mastery training program, and our top advice when working with this demographic is to let the customer lead while you ultimately maintain control. Here are five tips from our training program to help you better connect with and sell to this discretionary group of homebuyers.

1. Address Blind Spots and Longevity

Recognize that the 55+ buyer has different priorities. They are not just buying for the present but also for the long term. Builders need to address common blind spots by understanding the nuances of longevity and how it impacts this group’s decision-making. By demonstrating an awareness of their future needs, you position yourself as a partner in their long-term journey.

By using these strategies, sales professionals can move from a transactional approach to a transformational one, creating meaningful connections and achieving greater success in the 55+ market.

Relationship is the key to everything,” Warshauer says.

He notes that if you focus on building more relationships, you will help more customers and sell more homes.

2. Know Your Consumer

Having a deep understanding of the 55+ consumer is not an option, it’s a necessity. This demographic is motivated by a desire to rightsize, simplify, and find a community and home that fits their lifestyle. They are not only buying a home but also investing in a community and a way of life. Showcase how the local area, community location, and amenities meet their needs for an enriched lifestyle. Highlight aspects like social engagement, fitness opportunities, and wellness. These buyers value quality over quantity, so emphasize the uniqueness of your experience. It’s all about the excitement of “What’s next?”

3. Embrace Authenticity, Compassion, and Curiosity

Warshauer says successful selling to the 55+ market is about being authentic, compassionate, and curious.

Authenticity builds trust, which is crucial for this demographic. Show genuine interest in their stories, needs, and concerns,” he explains. “Listen actively, be curious, and ask thoughtful questions to understand their motivations and what problem they’re trying to solve. Compassionate engagement helps create a connection beyond the transaction, making them feel valued and understood.”

4. Personal Urgency Over Situational Urgency

Situational urgency tactics, like limited-time offers, won’t work with 55+ buyers. They tend to operate on their own timeline, prioritizing a thorough decision-making process. Instead of pushing situational urgency, focus on helping them find their personal urgency. Discuss their lifestyle goals and how your community can help them achieve them sooner rather than later. By aligning with their aspirations, you will create a sense of urgency that resonates on a deeper level.

5. The Marathon Mindset: Follow Up and Follow Through

The sales cycle with the 55+ buyer is a marathon, not a sprint. Consistent and meaningful follow-up is key. Provide valuable information and updates that reinforce their interest in your community. Show them you are invested in their entire journey, not just the sale. Following through on promises and staying engaged after the initial meeting builds credibility and trust. This consumer group takes its time to make decisions, often requiring multiple visits and follow-up conversations. Be sure to invite them back to the community when events align with their interests, such as social gatherings, wellness events, or pickleball tournaments.