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2023 Retirement Communities Purchase Funnel: The Impact of Advertising on Purchase Behavior

May 3, 2023 @ 1:00 pm 2:00 pm

Presented by: Hadassa Gerber, EVP, Chief Research Officer, TVB

As younger Boomers and Generation X near retirement age, the importance of retirement communities is growing. The first-ever Retirement Communities Purchase Funnel study, fielded by GFK, takes a close look at consumers who have already purchased a home in a retirement community and those who plan to. Some highlights include:

  • How important are advertising exposures for influencing retirement community owners/prospects in their purchase decision process?
  • How does this match up with actual advertising spending in this category?
  • Are there key differences among segments in this market that are important for advertisers to know about?
  • Who helps these consumers with their decisions, what are the most popular states and what are the criteria for selecting a retirement home?