It is impossible to sell a housing community to a 50-year-old the same way you sell it to a 70-year-old.

That's where psychographics -- or the psychology of marketing -- can help builders who serve the seniors market overcome some major challenges selling to the baby boomer generation.

Unlike demographics, psychographics will tell you why people do what they do and show you how to get them to do what you want, based on their mindset and lifestyle.

Many industry professionals make the mistake of developing strategies and creating materials geared toward the 55+ market, but such broad-based marketing is a total waste of advertising dollars. Avoid labels like "55+" or "senior." In fact, when the current generation of "seniors" is gone, the word "senior citizen" will become obsolete. It's just not in the mindset of baby boomers.

Here is a reality check about boomers:
* They will be lucky if they can retire in their early 70s.
* They won't age gracefully.
* They are more likely to have children living with them than their counterparts than at any other time in world history, so start building separate projects that allow youngsters. Most boomers will have children or grandchildren around them, possibly into their mid-70s or beyond.
* They don't like to be referred to as "senior" or "mature." If you want to sell to boomers, banish these words from your marketing approach.
* Many boomers will have children and grandchildren living with them, so start building separate projects that allow youngsters.
* In three years, 4 million boomers will turn 60 years old.
* Most boomers will have children around them one way or another, possibly into their mid 70s or beyond.
* You are going to have to ease boomers into your projects as second vacation homes.
* Drop the name "active adult communities" when marketing to boomers. They are active enough. Who do you think helped create all those "echo boomers?"
* Prepare to bite the bullet now with boomers or swallow a cannonball as we go into the next decade.

If you start making the transition now with the "Forgotten or Cool Generation" born from 1936 to 1945, then by the time boomers are in their late 60s or early 70s, it will be much easier to sell to them -- especially if you make the commitment to psychographics.

Remember, some members of the Forgotten Generation are married to older boomers and aren't ready to retire yet. In fact, as of 2001, 59% of this generation was still in the workforce.

As for marketing to the boomer generation, the most important thing is appealing to their unique mindset. This is more critical than the type of home or community you build. Pyschographics research will tell you what boomers want in a home.