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Not all Baby Boomers are the same. Todd Harff, a Baby Boomer marketing expert, has worked with several apartment management companies to try and crack the code of how to attract the widely diverse group of renters.

“There are more differences in their preferences at that age than any previous generation,” he says. “It can be that they are 55 or 60 years old and are becoming first time parents. Or they could be taking early retirement.”

And although they may be at different places in their life stages, there are some things most Boomers tend to want and have in common with others—including Millennials.

While working as a Baby Boomer marketing specialist at Woodbridge, Va.–based Creating Results Strategic Marketing, Harff has found that the older renters are becoming increasingly tech savvy making internet speed in the building and website marketing more essential to attracting them.

“Yes, they want to go and see the place, but they’re going to start their search online,” he says. “They’re just not as likely to complete it online.”

However, if a community’s website is subpar or not welcoming, most Boomers won’t even think twice about stopping by.

In a recent study, 37 percent of renters older than 40 said they decided against visiting a community based on its website, according to Harff.

Read more here about baby boomers renting apartments! Thanks Lindsay for the details!