Re: Marketing question for the men on the list
From: David Heimann (
Date: Tue, 11 Jul 2017 15:45:04 -0700 (PDT)

Hi Linda,

There's another factor aside from marketing going on here, and that is that there are more women over 55 than men over that age (you can check an actuarial chart on-line to verify this). In our (intergenerational) community, for example, we have 12 women over the age of 60 and only 5 men over that age.

David Heimann
JP Cohousing

Date: Mon, 10 Jul 2017 14:43:08 -0400
From: Linda H <linda [at]>
To: cohousing-l [at]
Subject: [C-L]_ Marketing question for the men on the list
Message-ID: <0fc9d028-7054-6d28-9097-7993165dfbb3 [at]>
Content-Type: text/plain; charset=utf-8; format=flowed

Hi Everyone,

At Village Hearth we are excited that we passed a major hurdle when the
Durham, NC City Council approved our annexation and rezoning in June. We
are celebrating on July 18 with a public reception to reveal our floor
plans, elevation drawings, and architectural designs.

What we need now is to attract more members who will commit to our 55+
community so we can start building. One issue that our few male members
have asked repeatedly (and the women want this too) is how do we attract
more men. One of the guys thinks the problem is that we aren't doing the
advertising properly, citing articles about the differences in marketing
to men and women, like this,

So I'm asking the men here. What do you think is the most effective way
to reach the guys? What kinds of design should we use? What wording
attracts your attention? What turns you off? Where should we be
advertising? We have advertised in a variety of outlets. So far the most
effective have been, NPR, and a local weekly newspaper,
but we still get women signing up for our mailing list four or five to
one vs the men.

It's frustrating. I think men might benefit even more than women from
living in a 55+ cohousing community, but how do we get them to take the
leap, or even consider it?

Any help is appreciated.

Linda Hobbet

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